09 Dec New Year’s Resolutions for the Modern Marketer
In an effort to help you get off to a great start with your marketing in the new year, we’ve decided to share 5 important resolutions that even we ourselves here at Leadsius will be aiming to fulfill throughout 2015.
Whether you’re the SMB (small to medium sized business) “Jack of all trades,” or the enterprise level marketing exec, the following is sure to apply:
1. Remind Google that your company exists
For many SMB’s, the thought of SEO best practice can be a dark and daunting path for the mind to venture down; quite frankly, because most small to medium business owners are too busy focusing on a multitude of other tasks surrounding their businesses.
While things such as making sure you’re aligning keywords on your homepage title and other product pages are great to be mindful of, nothing will serve your business in regards to SEO and increased traffic quite like getting started with a company blog (and contributing to it regularly).
By running a company blog you’re greatly increasing the odds that people will be able to find your business online simply because you’re showing search engines like Google that your brand is active. Look at each post that you publish as being a digital hand-wave to Google that says, “Hey! I’m still here and yes I’m real!”
If you’re using a WordPress website, getting started with your blog is as simple as opening a new blog section.
When getting started with a company blog, content diversity is another important factor to keep in mind. What I mean by content diversity is that your blog shouldn’t simply scream, “Me, me, me.” – you need to mix it up.
If you’re brand new to the blogging scene, try to use these percentages as a rule of thumb:
- 75% keyword or industry focused – relevant information that’s going to inform visitors to your blog on things that directly pertain to their interests
- 25% off-beat content – this consists of posts such as your latest annual company event, top 10 funniest gifs found on the internet, how to record fantastic voice-overs for your content videos…the list goes on and on.
Take these percentages with a grain of salt; they’re basic rules of thumb to help you get started. The important thing here is to have a blog that pertains to the awareness stage of the buying cycle. Unless you’re capable of creating a separate category on your blog for product focused posts, then keep things coming from an angle of “thought leadership & enlightenment” rather than “here’s why our product is amazing and you need to buy it right now.”
Once you’re comfortable with sticking to a blogging schedule and know better exactly what frequency you’re able to handle when it comes to crafting and publishing your content, that’s when you’re going to feel more confident finding your own style or diving into multiple categories.
Three quick final pieces of advice on this topic:
- Have patience with your blog!It can take a company 6-12 months to begin seeing the following, interaction, new leads and increased sales that they’d like from their blogging efforts. Keep consistency front of mind and get started sooner rather than later.
- Enable & encourage commentsAlways end your posts by stating in some way or another, that you’d love to see what comments or feedback your audience has.
- Make your posts actionableThis means making sure you have social sharing icons included as well as other actionable elements such as the ability for a reader to request a demo, learn more, download a relevant guide, etc.
2. Go mobile and go faster
Most of us have heard the term “mobile revolution” enough to understand that mobile friendly websites, emails and the likes are now a crucial aspect of staying competitive in present and future marketplaces regardless of business size.
Aside from the fact that a “mobile unfriendly” website and slow load times will hurt your search engine rankings, Google’s now gone the extra mile by adding a Mobile Usability feature to it’s Webmaster Tools.
With this new tool people are now able to take notice of the mobile visitor’s user experience and fix things such as buttons that are appearing too close together on mobile screens or fonts that are appearing too small for your mobile visitors.
What’s more, Google’s added another aspect to mobile-friendly search by placing icons and/or text in front of search results to warn people if a site is mobile friendly or not.
The takeaway?… If you want to see increased website traffic in 2015 and if you want to increase the time visitors are spending on your website, then you can’t afford to overlook having a mobile-friendly website any longer. If you happen to be the SMB with a physical retail location, then the numbers speak for themselves; don’t miss the boat.
3. Open eyes instead of closing them!
The use of visual content is on the rise and considering the amount of marketing disruptions that the average consumer is exposed to in a given day, it doesn’t come as a shock to learn why the use of visual content is increasing. Visual content can be processed a lot faster by the human brain and therefore takes precedence in grabbing and holding a person’s attention.
You can find stats for days on this topic, but to keep things simple lets just leave it at this: do what you can to break up your lengthy blog posts and other content updates with visuals that keep people involved or roped into your content rather than falling asleep.
If you can take small steps to be mindful of this, you’ll be greatly increasing the odds that your content is being clicked on and consumed.
4. Make it personal
“Micro-targeting” – “Mirco-acting” – you take your pick, but regardless of the buzz word you prefer to go with, the fact that remains is that this trend is here to stay.
For those who may not know what exactly this trend is referring to, “making it personal” is about drawing from data and analytics to better understand the behavior and interests of your audience; from there it’s about responding in real-time with relevant content or information that pertains to their specific needs (that’s where marketing automation platforms come into play)
This year, take the time to dive deeper into your personas and create a more meaningful profile. By doing so, you’re making the extra effort to resonate with your audience on more personal and meaningful levels.
5. Adopt a marketing automation platform
What we’ve been seeing over the past and most recent years is a big shift in the way marketing budgets are being allocated. Where we used to see big spending in traditional marketing, we’re now seeing increased investment into all things digital as consumers have moved to spending their time on social media, mobile devices, etc.
These factors and more are reasons why marketing automation systems are being widely adopted.
There are nearly 11 times more B2B organizations using marketing automation now than in 2011. -SeriousDecisions “B-to-B Marketing Automation Study (2014) – Click to Tweet this stat!
Businesses need to be able to integrate customer data from multiple sources into digital marketing campaigns and deliver them across multiple channels while combining these efforts with the power of marketing automation.
Another added benefit of adopting a marketing automation platform, especially for SMB’s, is that you’re able to handle your marketing from one tool. Not only do you get peace of mind due to having one password and one, “marketing command center,” but you also save valuable time by operating out of one platform to execute your marketing initiatives.
Nearly 70% of businesses are using a marketing automation platforms or currently implementing one. – Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014) – Click to Tweet this stat!
As you head full-steam into the new year, we hope you’re able to take away more than a few things from this and find inspiration to drive growth for your business in 2015.
If you’d like to share some of your own personal new year’s resolutions revolving around your marketing practices, do share in the comments below!
In the meantime, if you haven’t already found a marketing automation platform, drop by and request a demo with a Leadsius rep who’d be happy to show you around or simply get started for free with no strings attached!