Digital Marketing is not what it used to be. From the continual evolution of the smartphone to voice assistants, AI, Chatbots, and the cloud, today’s digital marketer has to navigate a whole new world of technologies to stay ahead of the competition online.
A quarter of marketing teams say that their organisation is resistant to change, especially when it comes to embracing new technology. But as digital marketers, we know that just as marketing has evolved, so too should our marketing strategies. Relevancy is key, and constantly updating your campaign strategy to address new developments is vital.
The things that worked for your business last year may not be effective for this year’s campaigns, so it’s important to keep pushing for change and embracing new marketing techniques. There are certain things that smart digital marketers are learning and preparing for now, in order to stay ahead of the curve and shape their marketing strategy in the years to come.
Be Prepared for Search Engine Algorithm Updates
While you can’t be expected to be on top of every single one of them, it’s important to ensure your website is well-optimised for the current (and future) algorithms. The best way to do this is to focus on your customers and how they are interacting with your site. Use the metrics available to understand your customer’s behaviours and adapt your website for better user experience. This will be an effective SEO strategy no matter how many algorithm updates there are, as ultimately, Google takes cues from users to generate rankings. If your users love your website, so will Google, which will results in higher rankings on the SERPs.
Update Your Content Marketing Strategy
The way users consume content is changing, along with the way it is ranked on Google. Short, digestible blogs were previously recommended for both SEO and readability, but now content marketing should be more focused on long, in-depth pieces that provide deep insight. With all the information available in one place, users (and search engines) will be more responsive to this type of content going forward.
Another new consideration for your content marketing strategy is to create pillar pages on your website. Pillar pages are another type of long-form content that categorise your website content into key subjects. They answer key questions on the subject in guides that cover all aspects of the core topic while linking to other detailed offers and blog posts. Creating pillar pages can help to increase search ranking for your key terms and increase overall visibility for the specific subjects you are focusing on. Get in touch with a content marketing agency for assistance with your content marketing strategy.
Build Your Social Media Presence
In 2019, there are currently 3.48 billion social media users, with the total worldwide growing by 288 million (9%) since this time last year.
As social media continues to grow, it is becoming a crucial element of digital communication strategies. Social media enables marketers to reach a huge, targeted audience at a low cost and can deliver measurable results in terms of sales, leads, and branding.
All business can make use of Social Media marketing – even those operating in complex B2B industries that often think these channels are irrelevant to them. While these companies might not see great results using Facebook to advertise their products and services, it’s about finding the right one to fit the audience. There are more than 590 million active professionals on LinkedIn, which is an excellent place to start for a B2B brand.
Marketers should leverage the power of LinkedIn, Instagram, Facebook, Twitter and all other social media networks at their disposal to stay relevant in today’s marketplace. However, it’s important to bear in mind that the world of social media is dynamic and constantly changing. It’s vital to keep up with these changes so that your social media marketing strategy will succeed long term. Get in touch with experts at a Facebook marketing agency Singapore.
Make Sure Your Design is Up to Date
Just as fashion trends update from season to season, so do design trends in marketing. This is particularly relevant for company websites. However, it would be almost impossible to redesign your entire website as design trends change as updating your website can be a long and expensive process. Growth Driven Design (GDD) is the ideal solution for this.
Growth Driven Design is the agile development or redesign of a website in intentional increments. It involves making continuous changes based on data. The idea behind it is to gather insights from analytics, user behaviour metrics and design trends to make intuitive changes to your website over time, rather than updating it once and leaving it for another few years. This ensures your website is continually optimized to prevent it from becoming stale.