When starting a new blog, a large amount of focus is spent on immediate buzz building, expecting immediate results, followed by disappointment from not-immediate results. Rome wasn’t built in a day and neither will your blog. This is why it is important to keep an eye on the long haul, focus on the beginning steps to building and reaching that desired audience over time. Here are three tips:
Establish an identity online
Join online forums, comment on articles and blog posts, join social media groups that relate to your blogs niche. Get your name out there (in a positive way) and establish yourself as a major player in the field. Establishing this identity takes time, the sooner you start the process the better.
Once you begin to gain some moment in building an audience, start gathering subscribers to create an email list. This has been proven to be super effective for blogs as it enables you to send your target audience updates on new posts.
Analyze Analytics Strategically
When starting a new blog, analyzing analytics strategically over time is key. Making bold changes to your new blog based off of analytics from the first few days or weeks may not be the best route as your audience is still low. Once you begin gathering a larger audience, start considering major changes to your blog and study what topics that audience is interested in the most and when they are checking your blog the most.
Since the rise of social media, digital marketing has become a major part of brands’ marketing mixes, causing an explosion of digital marketing agencies worldwide. Although they currently have high popularity, Artificial Intelligence (AI) using machine algorithms are growing equally as fast, creating a competitive alternative. AI is used for customer segmentation, sales forecasting, content generation, ad targeting, even website design. That’s right, completely designs efficient websites on its own.
Many AI capabilities combined create a complete digital marketing suite. Harley-Davidson of NYC had major success with an algorithm-based digital marketing company called Adgorithms, experiencing over 550% increase in daily website visits and accounting for 40% of sales. These results are impressive, but digital marketing agencies produce ridiculously impressive results as well, such as Impakt Marketing’s digital marketing campaign that produced 20,000% ROI for one of their clients (Greeley Harley-Davidson interestingly enough).
What will be the future of digital marketing? How will marketers and machines mesh in the future? Will one dominate over the other in producing the most effective, efficient results?
Search Engine Optimization (SEO) can be a scary, intimidating acronym for small business owners. However, small businesses must optimize their websites for SEO to stay competitive in the evolving digital landscape. Here are a few simple tips for small business owners getting started with SEO.
Register with Google Webmaster Tools
Registering your website with Google Webmaster Tools allows you to test your site for its SEO strength, providing many tests that give insights on what website features could be improved upon.
Over 50% of digital buyers will purchase using their mobile devices.
Because of this, ensuring your mobile site is efficient and functional is crucial. Google Webmaster allows for mobile testing as well to identify your website’s mobile compatibility level.
Keywords are the heart of SEO, and they are evolving overtime. Optimize your website’s content with keywords, and incorporate a Frequently Asked Questions (FAQ) page with conversational phrases to accommodate both typed search inquiries and voice command inquiries.
Ensuring your business’ address is located across the web is key for small businesses. Google and Yelp are just the beginning of the list addresses should be listed on. The more places your address and business name are recognized the better. Here is a list of the top 20 sites you should consider adding your location to.
Hashtags have become vital pieces to marketing campaigns and materials on social media. Originally born on Twitter, the hashtag has appeared across several social media platforms such as Facebook and Instagram. Now that they are utilized on several platforms, do they function in the exact same way across all platforms? The answer is no. Each platform is designed in different ways, meaning hashtags should be strategically used per each individual platform.
Most people’s Facebook posts and accounts are private, meaning that even if individuals use the hashtag, they aren’t searchable. Because of this, marketers do not use hashtags on Facebook to develop conversations as much on Twitter. It is used more for search-ability of their campaign, product or brand by users.
The original home of hashtags, hashtags are primarily used for developing conversations on Twitter. Anything tweeted with a certain hashtag will be displayed on one feed that people can access by searching the hashtag specifically. This platform uses hashtags to generate engagement and develop conversations among users.
Instagram now has capabilities like Twitter. Any posts from a public account with a certain hashtag will appear in a stream of the hashtag. However, one major difference for Instagram is that users tend to use hashtags as a search function as well, using adjectives, locations and services or products in hashtags to pinpoint what they desire.
With this information, marketers can begin to think of strategic ways to market their campaign and products using hashtags correctly across platforms.
With every new social media platform comes a whole new realm of competition for existing social media empires. Snapchat’s arrival of Snap Stories in 2013 provided a new way for users to communicate and share life experiences. Three-years later in August of this year, Instagram came through with a very similar feature to that of Snap stories called Instagram stories.
Periscope, a live video streaming app, was introduced last year. In
April, Facebook introduced its Live feature. Recently, Facebook also released news that they were adding mask capabilities onto their Live feature similar to that of Snapchat’s. Twitter also showed Instagram envy recently, changing its star-shaped “Favorite” button to a heart-shaped “like” button, like Instagram’s. See the pattern?
It’s a copycat replication of innovation across social media platforms, and it has future implications for marketers. In the past year alone, live video has emerged as the hottest marketing tool to incorporate into communication strategies, starting with Snapchat, and ending, thus far, with Facebook Live. We can only anticipate for the pattern to continue, and expect popular new features produced on new or current platforms to be replicated across the rest.
The Internet of Things (IoT) is expected to grow exponentially through the year 2020. Intel
has projected for there to be 200 billion smart objects by 2020, about 26 smart objects per human. This large anticipated growth has many marketers looking into how to use new IoT objects to communicate and market toward consumers, but the biggest foreseeable advantage these new objects will have is collecting data from the consumers. Marketers will now have the ability to gather a 360-degree view of almost every aspect of a consumer’s life through home and health IoT objects.
Almost everything found in your house, from the alarm clock to the refrigerator, will soon be an IoT object (if they aren’t already) as the list grows every day. In turn, smartphones will become a legitimate remote control to your life (if it isn’t already). These changes will tie detailed consumer behaviors to unique personas easier than ever before; a marketing revolution and a dream come true for marketers. A single, centralized IoT platform will lead to better data, personalization and customer experience.
How do I prepare for the marketing revolution?
The most important way to prepare for the IoT revolution is to become as knowledgeable as possible at analyzing data. All strategies are built around data collection, and the upcoming data collection revolution from IoT objects will add to the importance of being able to analyze data to produce appropriate integrated marketing strategies.
Last week, Google released details on its upcoming communicative addition to Google AdWords, click-to-message ads, that will allow users to contact businesses directly through text messages. By clicking on the ads, a text message window will appear allowing you to directly communicate with businesses to schedule appointments, ask questions, or to place an order. Several companies have test-run the new feature giving positive reviews; stating their conversion rates are up to 80% higher from the feature.
What could this feature mean for businesses? As long as they have the ability to manage the new feature in an organized, efficient manner, it can produce smoother customer service experiences as well as higher sales and conversion rates from personal communication. As with every new media feature, not all businesses will benefit from it, and it will be interesting to see which industries will benefit from click-to-message ads over time and which won’t. Prediction: small businesses and service industries will benefit greatly from the added communication route.
Keep an eye out for the feature coming soon!
Examining the evolution of media platforms over the past decade is remarkable. From MySpace to Snapchat, emerging media platforms have completely altered the way we function, causing a transition from actively seeking information online to inhaling information from multiple different directions. Every new media platform that follows the next produces higher rates of acceleration than the last. Snapchat has an estimated 200 million monthly active users in its fourth year, making it the fastest growing media platform to date (Morrison 2015).
Why does this pattern matter? It produces a huge window of opportunity for modern-day marketers, but presents drastic, time-sensitive obstacles as well. Marketers have to work to stay ahead of the evolving curve in order to identify which platforms their target audiences will flock to next, how to best capture their attention, and how much money and resources should be allotted in their budget and workload for the new platform. With so much information to consider in a short amount of time, keeping the focus on the target audience is key.