The way we use the Internet for business development is rapidly shifting; the pace of change and innovation is head-spinning!
This is especially true from an online marketing perspective. Online tools and technologies continue to adapt, evolve and become more advanced.
Of the many changes in 2013, we have cited 5 you need to be aware of if you want to leverage online market to its fullest potential.
1. People Are Going Mobile
Smartphones are now the norm; iPhones, Android/Microsoft and Blackberry based devices have become ubiquitous. According to a 2013 study, 63% of cell phone owners use them to go online. Furthermore, 34% of this group report using their phone to access the Internet more than they use other technologies such as laptops, tablets, etc.
This trend will continue – more people in more demographics are using smartphones to text, email, search, view videos, download apps…..
What does this mean for your online presence?
Mobile users are looking for businesses while they are on the go. Local search is therefore more important than ever. Set up and verify a Google Places/Google+ Local listing and other online directories to ensure your business is found when a “now-buyer” is looking for what you do.
Your website must be mobile-friendly. This means a “responsive design” or a dedicated mobile version of your site that looks good and performs well on a small screen. Otherwise, you could miss out on potential customers who land on your website through their mobile devices.
2. Google Changes the Rules – Again!
Google made significant changes to its search algorithm in 2013. From Panda to Hummingbird, the result is that Google is becoming more intelligent.
In addition to seeking fresh, relevant content, Google is increasingly able to decipher natural language and context. It is also taking into account social signals, such as those from Google+. This means that SEO “tricks” like keyword stuffing simply will not work anymore.
Beyond that, Google has changed the way AdWords works by beefing them up with free extensions, which make pay-per-click ads even more effective for driving traffic and leads. Those who aren’t using extensions are starting to be penalized in the paid search results.
What does this mean for your online presence?
SEO technicians can no longer “game the system”. This is actually a great thing for small and mid-sized businesses that didn’t have the know-how to exploit loopholes in the Google algorithms in the first place. Instead of relying on technical SEO tricks, Google will now favour those businesses that are using tried-and-true “Marketing 101” practices: creating quality content and cultivating an engaged community.
If you are using Google AdWords, you must use the appropriate available extension(s). They are designed to help searchers, as well as improve your rank on Google’s paid results.
The bottom line: Google’s job is to provide value for searchers. That means that your job is to provide value for your prospects and customers in ways that Google recognizes.
3. Content Marketing is More Crucial than Ever
We’ve discussed the importance of content creation and distribution at length (and frequently!).
Getting noticed and establishing credibility online require a commitment to sharing your knowledge and expertise. Those organizations that make a commitment to educating their target audiences by developing and disseminating relevant and interesting content will rise above the pack.
And the significance of content marketing has only become more pronounced in 2013 with the new Google algorithm changes (more on that in a moment).
People are now accustomed to consuming content in many formats and through various channels (video, images, text, in blogs, on social networks, etc.). You must use a varied approach that makes the most sense for your prospects and influencers.
What does this mean for your online presence?
Valuable content has become the currency for online recognition, so you must become a content developing organization if you want to be successful online.
Start with blogging, and then commit to consistently creating quality content in other formats. Use a mix of original and curated content (content others have developed) in your content strategy.
If your target market deems your content as valuable, you will be recognized as an authority by search engines and searchers – resulting in higher search rankings, more web traffic, increased inbound leads, and higher close rates. It’s as simple as that.
4. The Characteristics of a Good Web Site
A prospective buyer’s first impression about your business is often based on your website. If your site is up to date, easy to navigate, distinguishes you, and provides compelling and valuable content, you will likely get a chance to compete for the business.
If your website is dated, difficult to navigate, doesn’t do a good job of describing what makes you unique, and lacks informative content, potential customers will likely hit the back button.
Effective websites today are sleek. Every page tells a story. They meet higher design and usability standards; they are not confusing, and they provide prospects with a clear understanding of where to go next to find what they are looking for. This means less text (particularly on home pages and landing pages) and a clean, minimalist design.
Attractive images and prominent videos have also taken on more importance in 2013. Good images are crucial for a professional website and are increasingly emphasized by social media network updates (e.g. Twitter). As for video – both search engines and users like videos. Videos will help you be found and will improve conversion.
What does this mean for your online presence?
A well-designed, attractive website with intuitive usability is no longer a “nice-to-have”. It’s a “must”. Your visitors will not hesitate to leave your site and find a competitor who meets their expectations.
You also need to ensure you are showcasing high quality media (images, infographics, video, etc.).
5. Marketing Automation Technology is Everywhere
Don’t know what marketing automation is?
In a nutshell, marketing automation is technology that allows you to deliver the right content to the right audience at precisely the right time. It gathers insights about prospects and then guides them through a decision-making process accordingly. Marketing automation moves you one step closer to one-to-one marketing.
According to a recently released report by Raab Associates, revenue for marketing automation systems grew 50% to reach $750 million in 2013. Further validating the growth and importance of this software category, Infusionsoft (a Core Online Marketing technology partner) received $54 million in funding from a group led by Goldman Sachs.
What does this mean for your online presence?
Marketing automation helps you to better engage prospects, giving them the information they need to make informed buying decisions at precisely the right time – ultimately converting more of them into customers.
Marketing automation systems are available for companies of all sizes, regardless of how big or small your budget and resources are. There is a marketing automation system out there that will meet your needs.
Two examples we have found to be appropriate for small and mid-sized businesses are Hatchbuck and Infusionsoft.
Looking Ahead to 2014?
These are just a few of the significant changes that took place in the online world over the past twelve months, and these trends will continue to gain steam in 2014.
The Internet is a powerful technology that can and should be leveraged to help you grow your business. Staying on top of these developments will help you build online marketing plans and processes that make you an industry leader. If your competitors don’t adapt to this new way of doing business, it will give you a distinct competitive advantage. If they do, you need to make sure you don’t get left behind.
We encourage you to take advantage of these powerful business development tools in 2014!
>> Core Online Marketing has a team of experts ready to help make 2014 a year of growth for your company. Contact us or attend our free online marketing seminar to get started!
Like this? You might also like:
What is Google Up To?
The Anatomy of an Online Marketing Team
How to Use Online Marketing to Optimize Your Customer Base
Image Source: www.forbes.com
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