Here’s our latest roundup of digital marketing tips.
Content strategy: How to use Google Analytics to optimize your content
Don’t post and coast. Your high-value evergreen content should be optimized regularly to keep it relevant to audience needs. Use these free Google Analytics reports to strategize.
Client takeaway: When you know how (and why) your content is performing, you can use those insights to shape future content. Just remember — it can take up to six months for a page or post to rank on page one or two of search results.
Suggested implementation: Don’t give up on content you think is valuable; do diligent research to boost its ranking. Use Google Analytics reports to optimize individual posts and quarterly calendars with content your audience is reading.
Digital marketing: 5 big challenges digital marketers faced in 2016
2016 was a year for social media, search, and marketing technology innovation, but it was also wrought with challenges for marketers. Five of the biggest hurdles become goals for 2017.
- Ad fraud cost the U.S. industry over $7 billion this year.
- Ninety-two percent of marketers collect data; nearly half do very little with it.
- Marketing software is too complex.
- Location-based data isn’t being used to its fullest.
- Over 50 percent of marketers use 5–10 siloed tools.
- Look to mobile apps, email, and other channels with more inherent buy-in to avoid potential ad fraud.
- Watch for new tools automating data insights and implementation with machine learning.
- These new tools will also simplify the many customer touchpoints with intuitive UI and functionality.
- Use location-based data for discovering customer context and creating more direct ad experiences.
- Platform integrations and openness should be a determining factor when choosing a tool.
Marketing: Welcome to the Gen Z challenge
Just when we were starting to understand millennials, another generation is coming of buying age, and their digital habits are not the same.
Client takeaway: Gen Z was born between 1997 and 2011. Due to economic instability, they are frugal and brand wary. They are also collaborative and mobile-first, but see hyper-personalization as intrusive. Gen Z demands a connected, mobile experience and brand transparency, but they also value their privacy.
Suggested implementation: Invest in co-creative opportunities for shared brand experience. Give target audiences a deeper look into your brand. And switch creative and media focus to tech that provides imaginative, immersive experiences.
SEO: SEO in 2017
In 2016, mobile search and website access overtook desktop. Having a dialed-back mobile version of your desktop site is no longer an option. Use this mobile optimization checklist to jump on the 2017 mobile-first bandwagon.
Client takeaway: Most businesses fail on the usability of their mobile site. People are five times more likely to leave if it’s not mobile-friendly, and over half will leave if it doesn’t load in three seconds.
Suggested implementation: Use this checklist to optimize every page of your mobile site for a serious competitive advantage. Suggestions include: navigation, form entry, ease of commerce and conversion, and more.
Social media: Facebook introduces Live Audio
Facebook is upping its real-time experiences. After launching Live 360 video, the company announced Live Audio, fortifying its efforts to be a hybrid media company.
Client takeaway: Live Audio is an opportunity to reach low-connectivity or weak network areas. Broadcasts can last for up to four hours. Facebook pulls your page cover photo as the broadcast’s default image.
Suggested implementation: Live Audio presents opportunities for radio broadcasts, podcasts, author readings, webinars, interviews, and live music when audio is your preferred publishing format.