Now that it’s a new year, it’s time to start thinking about your digital marketing strategy. The field of digital marketing is constantly changing, which is why your marketing strategy shouldn’t be stagnant. Every year, there are different trends and fads in marketing, some that are important to implement, and others that aren’t. It can be hard to choose which new methods or tactics you should use. To help you decide what the best course of action is for your business, here’s a list of digital marketing strategies to consider implementing in 2020.
Review your year-over-year data
One digital marketing strategy you should try this year is to review your year-over-year data. During this process, notice what’s been working and what needs improvement so that you can enhance your digital presence and encourage business growth. It also can help to quarterly review your marketing strategy, along with comparing year-over-year data.
While you analyze your data, you may want to look at and discuss website traffic, conversion rates, email campaigns, and engagement on social media. Some other key insights you can take a look at include impactful traffic sources and the influence of advertising budgets. By taking a step back and looking at the big picture, you’ll be able to spot potential problems more easily. Additionally, you’ll be able to see what marketing efforts are positively affecting your company and as a result, continue to invest in them throughout the year.
Update your website
If you assume you can scrape by with an outdated website in 2020, think again. One statistic shares that 48% of people cited a website’s design as the number one factor in deciding the credibility of a business. With these overwhelming numbers, it’s easy to see why you should update your website in 2020. Modernizing your website’s design and format can help consumers more easily connect with your brand, which can, in turn, drive business.
When you spruce up your website, you’ll want to consider factors like your audience, mobile functionality, and on-brand content. Along with these factors, here are a few steps you should take. First, research competitor websites and note what you like. After you’ve finished your research, discuss potential website changes with your team or agency. Lastly, prioritize what updates you’d like to make. You should prioritize adjustments that will have the biggest impact on your website. A successful website isn’t a one-and-done project. For the best results, consistently review your site’s analytics, and make updates throughout the year.
Invest resources into SEO
In 2020, you should be investing into Search Engine Optimization (SEO). This includes both on-page and off-page SEO. On-page SEO comprises of optimizing web pages to rank higher in search engine results. You can employ keywords, title tags, and metadata on your website’s pages to update your on-page SEO. Investing in on-page SEO will help your business grow and bring more visitors to your website.
Developing your off-page SEO is another way you can optimize your website. One element of off-page SEO is backlinks. Backlinks are links on other websites that lead back to your site. They are especially helpful for your website because SERP’s take them into consideration when evaluating your website. When trustworthy and relevant websites link to your site, you gain more authority as a credible source, and will help rank higher on search engines.
Consider your Online Reputation
Another form of off-page SEO is reputation management. Getting reviews and responding to them online falls under the umbrella of reputation management. When you type a company’s name into a search bar, often the first thing that pops up are reviews. Beyond being one of the first things that people see when searching for a business, reviews help people find credible companies to work with. Reviews accomplish this by sharing evaluations about a company’s work. In order to improve your reputation, you should first focus on getting positive reviews. You can encourage reviews by responding to them online, which will in turn cause people to return to you because they will see that you value their opinion.
Increase incoming leads with PPC
This year, pay-per-click (PPC) ads are already a common way to influence people—90% of consumers say ads influence their purchase decisions—which means it’s time for you to jump on the bandwagon and increase your leads with PPC. PPC advertisements, like Google Ads, are particularly beneficial because they generate immediate leads, compared with SEO optimization, which can take longer to achieve results. The immediacy of PPC ads make them an immensely appealing marketing strategy.
Before you create PPC ads, you will probably want to make sure your website is optimized and ready for them. Make sure that your website is updated, ready to receive new visitors, has a strong call to action, and a way to measure conversions.
Engage with email marketing
Today, email marketing is more important than ever. It’s a way to reach out and connect with potential customers, as well as encourage loyalty to your brand. Not only can it spread positive information about your business, but it can also drive sales. The good thing about this type of marketing is that emails are still generating business—59% of respondents say marketing emails influence their purchase decisions. The year 2020 isn’t the time to disengage from email marketing, if anything, it’s the time to encourage it.
Improving your email marketing strategy doesn’t need to be complex. One tactic you can try is to use automated emails that send when users take a specific action on your website, like adding an item to their cart or completing a form. This maneuver encourages the consumer to purchase the item and is especially helpful in a B2B or ecommerce context. Another strategy that could help you improve your email marketing consists of generating a list of emails.
If you want to collect a longer list of consumer emails, you might want to consider leveraging your channels of communication to spread the word about your email campaigns. You could even add a page on your website that promotes your weekly or daily emails. Through emails, you can offer discounts, send personalized information, offer call-to-actions, spread the word about fundraisers, and more.
Now that you’re up to date on some of the top digital marketing strategies in 2020, it’s time to make a plan. Talk with your team or marketing agency about how you can best leverage these strategies. Consider which strategy would work best for your business. Think about the products, or services, that your company offers and choose which strategy would best accomplish your marketing objectives. Write down the steps you will take to achieve your goals. Using these top digital marketing strategies can help take your company to the next level.
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