The One and Only Internet Marketing Tip You Need to Start 2017
If you’re thinking of starting a website with the coming of the new year, or 2017 has been the beacon telling you to revamp your marketing strategy, you’ve come to the right place. (skip straight to services inquiries, go here)
Across the internet today, you can find countless articles that are listing off five, ten, or fifteen items that you need to change to take better advantage of the digital economy – but the truth is that these pieces are making online marketing out to be more complex than it really is. At the end of the day, you don’t need a list of the best marketing tips for 2017 – what you need is one crucial step that defines the difference between success and failure.
So, what’s this all-important element? The magic touch that’s going to set you off on the right track as you follow along with our blogs, learn how to optimize your websites, and discover new solutions for marketing majesty? Simple: User Experience.
User experience refers to how someone feels when they’re interacting with a digital element. That element could be a website, an email, or even a social media advertisement. The problem is that this concept is complicated. It involves a host of different elements, from usability and accessibility, to search engine optimization, design aesthetic, ergonomics, and human interaction.
Today, we’re going to begin our journey into a new year of marketing, by underlying just some of the most important aspects to focus on for good user experience. (The chances are we’ll come back to this topic with more guidance in the future, so stay tuned.) Today’s topics will be:
- Mobile Optimization (Being responsive and versatile)
- Value (Finding and sharing relevant content)
- Multi-media content (Appealing to a range of audiences)
User Experience Element 1: Mobile Optimization
These days, if you aren’t optimized for mobile, then you’re losing sales. It’s as simple as that. Research shows that 30% of visitors will abandon a transaction when shopping carts aren’t optimized for mobile, and 57% will abandon your website entirely if it takes longer than 3 seconds to load.
Google automatically gives preference to websites that are mobile-friendly, and a lack of responsivity could even mean that you miss out on some of the top spots in your search engine ranking. On top of that, failing to optimize for mobile gives your visitor a very bad impression. It basically says that you’re not interested in making your website convenient for them – instead, you’re focused on making life easier for yourself.
So, why does all this matter?
Because mobile users have different goals to standard desktop users. When you’re browsing the internet from a mobile device, you’re looking for quick, easily-digestible data which you can access fast. What’s more, mobile gets more traffic these days than desktop sites, because people can browse whenever, and wherever they like. Various sources tell us that smartphone users engage with mobile apps and websites when commuting to work, watching TV, and even sitting on a toilet.
Taking the next step into the mobile revolution means that people will appreciate your brand more, and be less likely to bounce away from your website when they realize that it doesn’t load properly from their favorite device. Remember, people aren’t going to log onto a computer just so they can check out your landing page – they’ll just go to a competitor instead. This means your bounce rate goes up, SEO goes down, and your profits are left in the gutter. If you need help, let us know by answering a short quiz here.
User Experience Element 2: Value
According to a recent survey by Content Marketing Institute – only around 30% of businesses consider themselves to be any good at content marketing. Yet, 72% of companies consider content creation to be essential to their marketing schemes.
Basically, we all agree that content marketing is an important part of the typical sales process, but executing it in a positive and effective way seems to be something of a challenge. One of the biggest issues that companies face, is that they struggle to keep their content relevant, and engaging at the same time.
If you’re struggling with researching and delivering relevant content, these steps should help:
- Know your target audience: The first step in sharing something valuable is knowing who your audience is, what they need, and what they want from you. Understanding your target demographic will help you decide what kind of voice you need to adopt for your content, as well as which pain points you should be addressing with blog posts, videos, and articles.
- Be Unique: Nobody wants to read the same ten articles again and again. While it’s okay to get insight and inspiration from other content across the internet, make sure that you add something special into the mix. Give your unique opinion on something, or address a topic from a different angle.
- Follow the conversations: When you’re researching trending topics in your market, look at things like Twitter, Google Trends, and other popular sites to find out what people are talking about in your industry. If you can get involved with a popular topic, then you’re instantly jumping onto an existing stream of engagement.
Any content you produce should be designed with the intent of giving your customer something valuable in return for their custom and loyalty. It doesn’t matter whether you’re offering entertainment, information, or education, just make sure you don’t look like you’re churning out content for the SEO bots, instead of your readers.
User Experience Element 3: Multi-Media Content
Finally, remember that content doesn’t have to come in one single form. While text is a tried-and-tested way to share information and opinions, there are plenty of other ways to share your thoughts with the world. If you think your website looks a little text-heavy, improve customer experience for the visitors that prefer picture books to novels by adding video and imagery instead.
Here are a few of the options you can try:
- Infographics: Studies have found that infographics are more frequently shared on social media than any other content – giving them the potential to go viral.
- Video: Podcasts, videos, and YouTube segments can help you to connect with your audience on a more emotional, face-to-face level. It helps your customers see the person behind the business.
- Lists and guides: If your blogs are full of opinion pieces, try changing things around with something that’s filled with value, and easy to scan. Guides and lists can be a bookmark-able source of information for your customers, which have them returning to your website on a regular basis.
The more you experiment with different types of content, the more you’ll be able to gather information about which options your audience prefers through google analytics and various online metrics. This gives you a perfect opportunity to learn, and grow through improved user experience.
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