There is a huge range of marketing practices that we can turn to. There is email marketing, SEO, content marketing, social media, website design, mobile design, conversion and more. The problem is that we view these practices as individual tools, rather than looking at a way to bring them together in synergy with one another. Too many of us also do not use a true strategic approach when it comes to our marketing. Very often, we hire people who are experts in one of the areas of marketing and leave the work to them.
As a result, there is no cohesion between the different areas. By taking on a strategic approach that is regularly reviewed, significant improvements can be made. We have to drive towards this now, as the lines between the various practices become increasingly blurred. This means that our marketing efforts should now use multiple channels at the same time. Let’s take a look at a blueprint of how you can implement these things over the coming months.
Social Media
The first thing you have to remember is that it is not just about applying good SEO practice anymore. Once upon a time, placing keywords in certain points was all that was needed to make sure a search was relevant in the eyes of Google. Now, however, there is a bigger drive to making sure that the results are actually completely relevant as well. The biggest change in this is that the drive is now strongly on social media results.
“Social media has become the ultimate delivery mechanism for quality content and direct engagement with customers of brands in all industries.”
It is no longer about simply providing customers with information via social media. Instead, it has to be used in a way that promotes two-way conversation and communication. The focus should be on interacting with customers on a personal level through the help of social media.
Content
It has recently become clear that there has been a drop in content creation. This is a problem because content continues to be incredibly important. Too much content (70% of what is generated) is not put to good use, which basically equates in a loss of sales. However, this doesn’t mean that huge batches of content should once again be created, but rather that there should be a far stronger focus on quality content.
“With such a significant investment in marketing collateral, it’s important for businesses to better manage how content is used, with a keen eye on ROI.”
Research has demonstrated that there is insufficient quality content. This has to change and the money you currently pump into content creation should be redirected to ensure that the content is actually fit for its purpose. This is what will give you a good return on investment (ROI).
Mobiles and Tablets
Another very important factor is to make sure you are involved in mobile internet, as well as have websites that are suitable for tablets. It is a known fact that the popularity of tablets is taking over that of computers and laptops and some are now even suggesting that they will soon take over smartphones.
However, it is also known that consumers feel let down by the quality of shopping websites when they use their tablets. This means there is a massive untapped potential for you to reach into there. This was further demonstrated by a recent multi-screen world study, performed by Google.
“There are two distinct ways people move among screens to get stuff done: simultaneously and sequentially.”
We know that behaviors, like online shopping, can be triggered through these media. This makes them hugely important. Besides this, if Google says something about online marketing, we should all pay attention.
Localization
Finally, localization is one of the biggest trends that we will be seeing this year. This means that people will first find results that are relevant to their own geographical area. As such, there has to be a far stronger focus on having locally available products and services. We know that localization is something that customers are really looking for.
“If the content is not properly localized customers may not understand what you offer and don’t see any value for them.”
Not just that, there is a good chance that your content is offensive if it is not properly localized. This is particularly true when you are also offering your text in different languages. Getting your localization right is absolutely vital to your success.