It’s hard to believe the holiday season has arrived once again, and before we know it we’ll be ringing in 2018. After a busy holiday season, a new year is an opportunity to refresh your marketing priorities. Marketing objectives and strategies are constantly evolving, and certain approaches that worked last year may no longer be best practice today. Here are 4 things you should know about marketing for 2018.
1) Amazon is King:
When you have a question about something, what do you do? Usually without thinking, I turn to Google.
So, would it surprise you to learn that Google is surpassed by another search engine? Currently, Amazon holds the crown as the most used product search engine, with 59% of product searches happening on their site. And they’re not only a resource for products—Amazon also offers a wide range of services, including AmazonFresh grocery delivery, web cloud storage, and TV, movie, and music streaming. It’s even possible that Amazon will be offering prescription medications in the near future.
But as a business owner, you should know about Amazon Services. It essentially works as an Amazon search engine for professional services. Whether you’re an electrician, computer repair person, or pool cleaner, your customers can search for, purchase, and review your services, all through Amazon. This is already taking off in larger cities across the U.S., and will likely be popular in our region in just a year or two. If you want to get ahead of the game, it could pay off to claim your spot on Amazon today.
2) Website Accessibility:
Have you heard about the Web Content Accessibility Guideline? If you plan to have a website in 2018, listen up. While there are no standardized rules for what a website must have to be considered “accessible,” the web has been labeled as a “place of public accommodation.” Essentially, you could run into legal trouble if your site isn’t accessible or functional for people who use assistive technologies, like browser reading software, when on the web. You’ll probably want to refer to your website provider for specifics on how to adjust your page for accessibility, but some things to start with include:
- Ensuring all your images have alternative text
- Including subtitles for your videos and/or a link to the video’s transcript
- Creating obvious links to your home and site map pages for easy navigation
- Give every page a primary title (H1) and as you move down the page present headlines in ascending order (H2, H3, etc.) without skipping any (i.e., don’t go from H1 to H3)
- Make link text descriptive (Learn about SEO on our Web Tips page rather than Click here for SEO tips)
3) SEO Factors:
Search engine optimization (SEO) is one of the fastest changing aspects of marketing. It is always evolving, and your website must evolve with it or be left behind. Focus on these factors:
Improve Site Speed
A load time between 2 and 3 seconds is considered excellent. The average webpage loads in between 5 and 7 seconds. Nearly 1/3 of web users will leave a site if it takes 7 seconds or more to load, and that number increases for every second longer it takes to open your page. There are number of free web tools you can use to determine the speed/loading issues of your page.
Relevance > Key Words
Search engines have gotten smarter at being able to determine the intent of your page. This means that the heavy use of keywords isn’t as critical as it used to be. In fact, 35% of top search results don’t include any keywords in the title of the page or article. You can focus more on being readable to your human audience rather than including keyword-heavy titles and anchor text.
Keep Using Meta Data
Title tags and meta tags are still effective SEO tools. A title tag should be no longer than 70 characters, while meta tags shouldn’t go over 175 characters. Alt tags are essential too, not just for accessibility, but also for improving search rankings.
Social Doesn’t Improve SEO
Social media is an effective marketing tool, but having a strong social strategy won’t improve your search rankings. However, don’t neglect it all together; it’s a great tool for building trust with prospects and current customers.
Be Clear and Concise
Just as web users expect your page to load fast, they expect to find what they need on the page quickly, too. Make your page navigation simple and straightforward. And, if your web page will be answering a question, make sure you answer that question in the first three sentences of text, or you risk losing the reader’s attention.
4) Marketing with Facebook Ads:
If you haven’t started advertising on Facebook, get ready to jump right in. There are over 200 million active Facebook users in the U.S., active for an average of 50 minutes per day. That represents a significant number of opportunities for you to connect with your audience.
Facebook ad targeting strategies have become more specific than ever. You can air different advertisements based on your goals, whether it’s to increase brand awareness, traffic, lead generation, or conversion rates. You can segment your ads to only be seen on mobile devices, and even to reach an audience based on life events. If an individual puts their location information on Facebook, its algorithm can tell that he or she moved from Florida to Vermont, and ads will appear to them for things they’re likely to need, such as snow removal services, winter tires, or cold weather gear.
What marketing trends are you noticing or trying, and how do these trends relate? If you’re looking to enhance your marketing strategy for 2018, contact Paw Print & Mail to start the conversation.
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