Aggressive marketing and promotion is the key to achieve success and businesses have realized it long ago. In today’s digital world, one promotional method that has grabbed entrepreneur’s attention is Digital Marketing. The discipline actually involves a number of methods used to drive more traffic towards a website.
Starting form ecommerce businesses to hotel management, electoral campaigns and any known business or celebrities – everyone wants to reap the benefits of digital marketing. Do you know, why? Simply because, Internet is the only place where they can engage with target audience in real time.
Active members of the industry (digital marketers as well as entrepreneurs) must have witnessed changes implemented by search engine giant Google to make the platform better for its users. These changes compelled marketers to revise their digital marketing strategies for businesses to generate traffic and sales. The trend will continue in 2018 as well.
Whether you are a digital marketer or a business, a brand or a celebrity, you have to consider several factors while working on your digital marketing strategy.
Here’s an overview:
- Personalized campaigns
Personalization is the key to bring relevance to any digital marketing campaign and receive better response. Retail, travel and financial industries have been using personalized campaigns for a long time in order to build credibility among customers.
- Page speed optimization
User-experience is the most important thing when it comes to online customer engagement. How fast your website is able to respond to users request determines the success of your business in the online world.
As per a study by Google, a 100-millisecond delay in page load time can cut the conversion rate by up to 7%. Furthermore, a 2 second delay can drop the conversion rate by up to 37%. The delay affects user behavior across all devices, leading to a significant drop in customer satisfaction. It can also contribute to an increase in bounce rate.
How to increase your website page speed score: https://www.tecmaestro.com/blog/improve-google-pagespeed-insight-score-website/
- Create a responsive website that adapts to all screen sizes for better optimization.
- Use Google’s PageSpeed Insights tool to check the speed of your website.
- Relevance of content
Creative, informative and relevant content in the form of text and graphics attract web visitors. Meaningful content combined with appropriate images can captivate prospects and help drive targeted customers to a website.
Keyword optimized content, use of long-tail keywords, content addressing common questions by users, formatting and clean design – all these factors play a role in enhancing user engagement.
- Focus on conversion
A website may be ranking well on search engine and might be getting a lot of traffic. Despite this success, their conversion rate may be extremely low. A number of factors can affect the conversion rate of a website:
- Hassled checkout process
- Navigation issues
- No CTA on landing pages
- Lack of product reviews
- No detailed product description
Use Google Analytics tool to track the performance of your website and customer behavior.
- Effective branding
Various studies on user behavior have revealed that above 95% of web visitors do not prefer to buy from an online store in their first visit. But, take it as a first experience and put in efforts to gather brand knowledge. They do so through Google, social media and other genuine sources. This is where businesses can have an opportunity to convert this traffic into potential customers. For this, it important to:
- Make strong social media presence on different platforms
- Ask customers to leave reviews
- Connect with large brands through aggressive advertisement
It is crucial to keep a tab on Brand Mentions through tools like Google Alert in order to stay aware of discussions happening around your brand. Moreover, it also helps to deal with negative reviews.
- Leveraging paid channels
Paid advertisement in the form of Google AdWords, Facebook Ads, etc. is growing at a rapid pace. Businesses are busy making profits out of it. However, they find it difficult to make a choice between Google ad and Facebook ad. What they need to understand here is that both these platforms have their own specific audience and serve specific business purpose.
Google ads obtain quick results and instant sales. On the other hand, Facebook ads help in creating brand awareness and target potential customers.
If you want to make the most out of paid channels, consider your business objectives first and make a choice based on that.
- Augmented reality
Augmented Reality is the latest buzz in the world of digital marketing. Brands like Ikea have already began leveraging its potential. An innovative way of connecting with customers and enhancing brand engagement, AR is going to be the most powerful tool for social media campaigns in 2018. From an impressive storytelling medium to enriched virtual experience, AR offers immense marketing opportunities that you can count on.
Chatbots make the best use of Artificial Intelligence (AI) for marketing automation. The trend will see a significant rise in 2018. Smarter and flexible machine learning chatbots are quite popular among businesses as they add quality and value to customer service. As predicted, chatbots will be the only customer service to guarantee 24/7 availability of businesses. Of course, you won’t want to miss it.
- Influencer marketing
2018 will witness an extensive growth in influencer marketing. As said, influencers are individuals with significant influence on social media platforms and who can influence consumer decisions. Consumers can help you by giving trust reviews about your brand. Integrate influencer marketing to your social media campaign to make your digital marketing strategies successful in 2018.
Conclusively, your strategies depend on the objectives you have set for your business. Based on your business plans in 2018, you can devise an effective and result oriented digital marketing strategy to maximize your capital gains.