It’s that time of the year to compile and finalize what marketing initiatives your business will take for the New Year. If you haven’t started to plan your digital marketing game plan, we’re here to help! We’ve compiled some tips to help set you on the right path.
Digital Marketing Strategy
When it comes to digital marketing, it’s always best to set goals for the year based on the previous year’s results. Look back at your website and social media performance to see how it did overall. Use that data to set some attainable goals. It’s important to monitor analytics as you implement new marketing ideas to see if what you implemented is actually helping convert online users.
Optimizing Your Website
Responsive Website Design
Making sure your website is responsive is vital since most Google searches take place on mobile devices (over desktop). As of 2016, mobile internet usage surpassed desktop usage. A responsive website includes all the same information and content on any device you access it on, it just changes the way it’s displayed and is best arranged based on the size of the device screen. Responsive design positively impacts SEO, since Google has said it’s their preferred format for mobile websites. All of the websites Search And Be Found creates for our clients are optimized for mobile.
Did you know that the average business that blogs receive 55% more website traffic than its competitors? When your website has an active blog that is updated regularly with high-quality content and relevant topics targeted to your audience, it can make a big difference to how your website performs in the search engines since it helps google ranking factors.
Monitoring your website can sometimes be overwhelming, but it doesn’t have to be! Website tools like Google Analytics, for example, are easy to use if you know what information to look at and track.
Some metrics you should pay attention to when tracking your site traffic with Google Analytics:
- Acquisition overview
- Social overview
- Bounce rate
- Traffic sources
- Interactions per visit
- Exit pages
Local SEO makes high rankings without a large amount of investment possible. Did you know, on average, the typical consumer is willing to travel up to 17 minutes from their location to reach a local business? It’s important to target your SEO efforts within a reasonable local scope of your business to ensure marketing dollars aren’t being wasted on prospects that aren’t willing to travel to your location. SEO traffic is more convertible which in turn, makes for a good investment for your business.
You’ll want to establish a variety of inbound links to your website if you’re wanting to improve your SEO and increase traffic to your website. Inbound links are links from third-party websites that direct online users to your site. It takes a bit of effort to gain inbound links and is an ongoing SEO effort that takes consistency in updating the content of your site, establishing your online credibility, and building local relationships. However, they’re proven to be extremely helpful when it comes to improving your overall ranking.
73% of Americans are active on at least one social media network including Facebook, Twitter, and Instagram. Make your social media efforts worthwhile by sharing and creating relevant content that builds your brand and establishes your business as an industry leader. Social media posts need to speak to your audience to drive prospects and customers to your brick-and-mortar location. Content should be informative and insightful without coming off as salesy. At the end of the day, most prospects don’t visit your social sites to be sold something.
Two questions to keep in mind before posting on social media:
– Does this post offer valuable information?
– Does this post offer relevant content?
If yes, you know that you are posting something that is interesting and appealing to your audience.
Does your business use Facebook? Facebook Insights is a great tool to use that shows important statistics about audience interactions and demographics, and most importantly how you stack up to your competition.
Online Reputation Management
As a business owner, it’s important to reach as many people as possible. Local directories are easy to create, and many times are free so why not take advantage of them? All you need to do is claim your business, update your information, and respond to reviews. All local businesses should have an online presence, especially when it comes to online directories to ensure potential customers can find you. The goal is to make your business easy to find online. Claiming your online business profiles through local directories gives you the authority to manage your listings and ensure accuracy. Here is a list of free business listing websites that your business should be on.
Engaging With Reviewers
Taking control of your online reputation is important. Think of reviews as a conversation with your customers. It’s important to respond to reviewers in a professional manner whether the review is good, or bad. Take a minute to look at your reviews! Refer to our guide on how to handle reviews on Google My Business. It can go a long way to encourage repeat customers and gain prospects’ trust.
Good marketing helps your customers understand why your business products/services are better than or different than your competitors. Having an annual marketing plan helps to keep your business on track, and ensures that marketing opportunities and budgets are maximized. Search And Be Found is here to help you put your best foot forward online. From local search listings to business websites, we can help you optimize your existing online presence quickly.
Need help developing a marketing plan that your team can revisit every year? Feel free to contact us, we’re here to help!