2018 Digital Marketing Trends

 

 

 

 

 

 

With 2018 right around the corner, it’s time to start thinking how you’re going to market your business or nonprofit in the new year. To give you a breather after the crazy Christmas season, we have four digital marketing trends we expect to explode next year.

Personalize sales approach. Everyone wants to be remembered and known. Consumers are over marketing strategies that aren’t making them feel reached out to. Marketers will be getting more personal with their target audience in 2018 by addressing them by their names in email blasts (personalized emails have been shown to deliver six times higher transaction rates) and custom landing pages.

A continued rise in LinkedIn. This year many are calling it the silent rise of LinkedIn. This platform is not longer the place where you just upload your resume and look for jobs. Pulse and LinkedIn Video are changing the way professionals and businesses interact. LinkedIn currently has 500 million members with two people joining every second. If yours is a B2B, LinkedIn is an excellent place to post ads.

An increased use in Instagram stories and live videos. 800 million people use Instagram each month. Instagram introduced Instagram Stories last year and it has gone on to surpass Snapchat. With that, it is predicted that Instagram Stories and live videos will increase in 2018. Not everyone sees your page every day, but if you post regularly on Instagram stories, people will get to see a few seconds of your company.

More video content. The current statistics for video content is all you need in order to know it’s about to shoot up. Right now, 87% of online marketers create video content. Video content is projected to claim more than 80% of all web traffic by 2019.

If you still need help setting your 2018 marketing goals, Sperling Interactive will be hosting “Creating A Successful Marketing Strategy For The New Year” on January 17, 2018 from 8:00 am to 10:00 am. Register here!

4 Ways To Optimize Your Images


Your written content isn’t the only way you can improve your business’ SEO. Your images are another component to your online presence that you should be optimizing as well. Here are four things you should do to your images before you update or redesign your website.

Name your photos. When you upload your photos to Media Library, they will have the filename that they had when they were saved to your computer. To optimize the photos, change the name by using relevant keywords.

Include alt tags. An alt tag is the text that displays when an image doesn’t load. It’s also the text that may be read to a visitor who is blind or visually impaired. Alt tags are also the keywords Google reads to know more about the page since it can’t read photos. You can add alt tags to your photos through the Media Library once they are uploaded. Like the name of the photo, the alt tag should be descriptive.

Keep your photo size small. The size of your image does affect your site’s loading speed. You wouldn’t want to lose potential clients because of this.

Consider your image file type. The three most common image file types are JPEGs, GIFs, and PNGs.

JPEGs- They are the most common of the image file types and are supported nearly everywhere. With JPEGs, you can expect millions of colors and the ability to adjust the file size as well as image quality.

GIFS- You probably know GIFs as the file type that supports animated memes. It’s the oldest file type and can handle transparency. Because GIFs are limited to 256 colors, they are recommended for company logos instead of real photographs.

PNGs- PNGs are the newest of image file types and are considered the replacement for GIFs. Like GIFs, they support transparency, but what sets PNGs apart is they offer millions of colors. Important to note: this file format is supported everywhere.

How To Create A User Friendly Website


So, you’re about to design a new website for your company. How exciting! Before you start designing, developing, and adding content to your site, remember that your website isn’t about you. It’s for your visitors. As great as your ideas may be, your new website will not be successful if it’s not user friendly.

Keep the design simple. When you add too many options to your website, you bombard your visitors and distract from the most important components of your business. In turn, that may shut them off from seeking your services or buying your products.

Make sure the content is easy to skim. Fact: people only read 20% of the content on a webpage. Therefore, keep everything you write on your website bitesize. Long sentences and paragraphs are hard to scan. This may mean your content has to go through more revisions, but in the end, you’ll have more visitors coming to your site with a better representation of what you do.

Include whitespace. Another way you can make your content easy to skim is with whitespace, the empty space between images, text, and other page elements. Whitespace breaks your content up and gives your visitors a chance to take everything in and process it. Whitespace also makes your web pages easy on the eye and it won’t overwhelm visitors.

Categorize the content. When designing your sitemap, keep it intuitive. Each page needs a name, and be sure to add sub-navigations, or subpages to the main menu items, should your website have over 10 pages. If you are going to have a large website, you’ll want to include a search bar so visitors can gain access to specific webpages based on the keywords they searched. Rule of thumb, don’t make your potential clients work too hard.

How To Create A Landing Page That Converts

Landing pages are separate entities from your website. A landing page is the page a person lands on after clicking on an online marketing call-to-action (e.g. search ads, display ads, email campaigns). An effective landing page is important as ads are only as good as their landing pages.

Ask yourself, what is the purpose of this ad and landing page? Landing pages can have multiple purposes. They can be used to sell a product or service, make an announcement, offer a discount, get people to join your email list, and educate visitors on your company and expertise. Before you begin creating your landing page, though, ask yourself who is my target audience and what do they need to know?

Write a catchy headline. According to research, 8 in 10 people will read a headline and only 2 out of the 10 will read the rest. With that said, it’s always a good idea to take your time when coming up with the headline as it’s the first impression you make. When drafting the headline, keep in mind the focus of your purpose and any specifications your target audience may need to know.

Include eye-catching visuals. Research has also shown that 40% of people respond better to visual information than to text. Visuals for your landing pages are not limited to photographs. They can include videos and infographics.

Be mindful. You need to be strategic with your layout. Your landing page should have a logical progression. Start with a headline and maybe include a subheadline, a secondary headline that can be used to elaborate on the primary headline, if needed. Follow that by conveying what is being offered. You’ll also want to add a call to action button, but remember to only have one call to action per landing page so as not to bombard people. Other features you could use are testimonials and any facts you have that prove you’re a trusted brand.

Why You Should Repurpose Your Content


 

 

 

 

 

 

 

Content marketing increases sales, enables you to connect with consumers, and is the way of the future in the marketing world. Repurposing your content is when you take a subject you’ve discussed in the past and come at it from a new angle. You can repurpose your content in one of two ways: the format (i.e. blog posts, email marketing, social media posts, podcasts, infographics, videos, ebooks) and target audience. Repurposing your content is the most effective way to strategize your content marketing and below are the benefits of doing so.

Improves your SEO. The web pages that are ranked the highest on results pages are there because search engines trust their content. The more times you produce content around a particular topic, the greater chances you have at becoming one of the top sites on results pages. Repurposing content also increases your ability to build links, which is when you include links to a webpage to improve the page or website’s search engine ranking.

Saves time and generates more ideas. The hardest part of content marketing is coming up with fresh, new ideas. When you repurpose content, you generate new ways to share the services you provide and the insights you have in your industry.

Showcases your expertise. Your ability to spit out content in different formats and points of views will prove to others that you know what you’re talking about. When you show your expertise, you truly set yourself apart from your competition. Additionally, showcasing your expertise will keep visitors on your website and social media pages longer.  

Gains you new leads. When you change the ways you deliver your business’ message through repurposing your content, you introduce your company to new leads. Not everyone is a reader. The same thing goes for not everyone being a visual learner or an audio learner. Switching up your content media allows you to reach and retain more potential clients.

How To Write A Meta Description


 

 

 

 

 

Meta descriptions, also known as snippets, are the characters you see under URL titles. They inform potential visitors what to expect when they click onto your webpage. Meta descriptions are essentially virtual salespeople for your business and its online posts, so creating effective ones will impact whether or not your company stands out from the crowd.

Don’t exceed 160 characters. Like Twitter, meta descriptions have a character limit. The character limit is 160, including spaces, so it’s important to keep that character amount under the limit so search engines don’t cut them.

Include keywords from the title of the webpage. Keywords are the words people search when looking for your business or content. Keywords are crucial to digital marketing. When you include keywords, search engines will highlight them, catching the eye of the searcher.

Don’t make it clickbait. As tempting as it is to write a juicy description, if your meta description doesn’t authentically convey the page visitors will land on, people will lose trust in your business.

Utilize Yoast SEO. If your business uses WordPress, you should consider downloading the plugin, Yoast SEO. It grades your web content on its readability, focus keywords, and meta description.

Don’t forget to write one. Meta descriptions are advertising copy. When you neglect to write one, you’re neglecting search marketing. Additionally, when you don’t write one, search engines will take a snippet  from the first paragraph on the page.