December 19, 2017 ByCheryl Dykstra
Digital marketing is an ever-changing landscape, and what
worked a year ago or even a week ago might not work as well today.
Many businesses still use outdated and/or ineffective
marketing methods. As you are gearing up for the start of 2018, consider
throwing out some of those under-performing marketing methods to make room for
new strategies that will bring your business more qualified leads and increase
Here are some easy, New Year's resolution upgrades to make to
your marketing in 2018:
1. Focus on Quality
over Quantity for Content
There is content on the internet for just about everything
Creating short, 300 word pages isn’t going to cut it
anymore. Not only are Google and other search engines looking for quality
content over quantity, but your visitors are searching for that too. By
creating more in-depth and informative pages and blog articles, you’re
providing a one-stop shop for potential customers to have their questions
answered and find the right solution (your business).
Focus on one subject per page and make sure it serves a
purpose, such as driving leads or supporting a current campaign.
2. Utilize Facebook
Facebook is a great asset to your overall digital marketing
strategy. From day-to-day posts to full-fledged advertising campaigns, it is a
crucial part of marketing today.
However, Facebook organic reach is at an all-time low. It is estimated that
only 2 to 6 percent of your fans are seeing your posts organically. While this
may sound like a deterrent for using the platform, you can very easily and
affordably reach your fans and target audience using boosted posts and
Personalization to Email Campaigns
More and more, people are expecting businesses to have some
level of personalization in their marketing and sales process.
Whether you segment your list by interest, demographics, or
recent engagement, having some level of personalization to your drip email
campaigns is becoming increasingly important. By sending people content
relevant to them and what they’ve experienced with your company thus far, you are
furthering the relationship rather than stunting it.
4. Optimize ALL of
the Content on Your Website
More than ever, people want videos, high-res images, and
audio to accompany text. Gone are the days of fully optimizing text on a
website and expecting it to take off.
It’s now essential to optimize any videos, images, or audio
files for searchers to fully expand your reach in search engines. This can be
even more important for businesses with physical products, as searchers utilize
Google Shopping and Images more. In fact, Google Lens will soon allow people to
search using their phone cameras.
5. Use Your Customer
List to the Fullest
A lot of businesses have a database with hundreds or
thousands of customer contacts. However,
many businesses don’t fully utilize their lists to make new sales or acquire
There are so many ways to use your customer list to further
One way is to engage your list with email marketing
campaigns. These emails should differ between informative, entertaining, and
Another option is to retarget your list with Facebook ads or
now even with Google banner ads. You can target these customers directly, or
you can upload your list in Facebook and create what is known as a Lookalike
Audience. It identifies what similarities your customers have and finds new
people to target that share those similarities. You can also pair that with
even more targeting to find the perfect audience.
BONUS: Top 5 Digital
Marketing Trends to Watch for in 2018
These are just a few marketing upgrades you can make to give
your business a boost in 2018. Staying on top of marketing trends and
continuing to improve your marketing is always important, no matter the year.
By building a marketing partnership with Sales &
Marketing Technologies, you can trust that we will guide you towards the most
effective tactics to get you more leads and sales. For a free strategy session with one of our expert digital marketers, give us a call today at 407-682-2222.