2017 Digital Marketing Checklist
1. Remove Intrusive Pop-up & Interstitial advertising ASAP
Although subscription pop-ups have been an effective tactic in the past you may already find your google search ranking has reduced if you're using large interstitials or pop-up banners to convert website leads.
Google’s latest guidelines suggest that unless legally obligated to use a large pop-up (such as with age verification prior to entering tobacco sites), you should use “reasonably sized” banners at the top or bottom of the screen. While they don’t define ‘reasonably sized’ specifically, it appears in their examples that a banner should not take over more than 25% of a mobile screen. This means no more taking over the screen when people attempt to access your content.
2. Mobile optimize your website!
Since last year mobile friendly websites get an S.E.O. boost in google searches. As of August 2016, google announced that 85% of websites have made the transition to mobile. If you're still in the remaining 25% you're missing this boost.
This isn't just an SEO issue however, since 2015 mobile visitors have surpassed desktop visitors in website visits. A Google blog reported that in stores, 82% of smartphone users turn to their devices to help them make a purchasing decision. Having a website that makes this decision more difficult on mobile is a costly mistake that will influence consumers.
3. Leverage Video
The statistics are out there, and you shouldn’t ignore them. Hubspot performed a pretty intensive study on marketing trends, and the findings in the Video category speak for themselves.
- They found that Marketers who use video grow revenue 49% faster than non-video users. (Aberdeen, 2015)
- On mobile alone in an average week, YouTube reaches more 18+ year-olds during prime time TV hours than any cable TV network. (Google, 2016)
- Shoppers who view video are 1.81X more likely to purchase than non-viewers. (Animoto, 2015)
These findings suggest that video needs to be a part of your 2017 marketing strategy. In our own tests we are finding that videos get more engagements over all on social media.
4. Optimize Keywords for Voice Assisted Search
More and more smartphone users are using voice assisted search to help them find what they need. According to Search Engine Watch 60% of smartphone users who use voice search have begun using it within the past year, with 41% of survey respondents having only begun to use voice search in the past six months. This search method is growing fast. If your website’s SEO isn’t hitting the right keywords for this audience you may be missing out on some important customers. Here's a few tips for optimizing your content;
- Write content in a conversational tone. By speaking the same language as your voice searchers, you’ll end up more relevant.
- Leverage FAQ’s to add relevant content about how your product or services fulfill specific needs. This will help you attract customers that are asking for solutions that you can provide. Discuss these questions or features at length in blog posts and tutorials as well.
- Add location information. If you need to get visitors to your store or restaurant make sure your location data and sitemaps are properly configured. According to Google's blog, 40% of adults use voice search to get directions.
5. Look to influencer marketing channels.
Although some 70% of consumers will leave a business review when asked (Seach Engine Land), the process of getting real reviews can be slow, and can be impeded by sales volume. During times where your company needs to build credibility, getting an influential vlogger or blogger on your side can provide a credible boost within many engaged niche audiences. Googlereports that of the people who watched videos online to help with holiday shopping, 80% watched product reviews and ratings. 68% of those viewers preferred product videos from 'people like me' and 45% preferred videos from experts. This goes to show that consumers are actively looking to influencers for a trustworthy opinion. Forbes wrote about this at length, emphasizing the power of trust in consumer decision making and how influencer marketing is poised to outpace paid efforts.
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