17 Nov Looking Ahead to 2016
Strategy, Strategy, and More Strategy
In the foreseeable future, it is not enough to simply have a website. Developing content across multiple platforms is an essential part of engaging with your target audience. I have always preached that content is king – long before anyone coined the phrase social media. You need to have relevant content that supports the goals you’ve set for your marketing strategy.
I’ve met several people over the past year who insist they have everything under control when it comes to their online marketing strategy. But when I take a look at what they are doing, it is easy to see they are simply throwing things at the wall to see what sticks. Not all businesses benefit from the same mix of social media. You need to take a hard look at what you are offering and whether your target audience is among those who use or care about the tools you implement.
Let’s say you own an upscale restaurant in Manhattan that caters to the elite. To me it would be a no-brainer to say you would want and need in addition to a website, a Facebook page, a Twitter account, Instagram, and a blog. I would even wager to say Pinterest would be an excellent addition as well. However, if you owned a small, two employee auto repair shop in a remote rural area somewhere in the midwest, you wouldn’t need to burden yourself with all of these platforms. It would be a lot of work to keep up with and wouldn’t likely do much for changing your bottom line. In addition to your website – a Facebook page would probably be your best networking outlet.
Earlier this year, Google made their big announcement about having a responsive or adaptive website or get left behind. As the rise of mobile devices continues to soar, the requirement for mobile content rises. The content you develop for your website is being consumed 24/7 on multiple devices. Creating a positive user experience is more important now than ever. The age of the mobile workforce is here to stay. If your website isn’t mobile friendly, get up to speed — fast. Next time you’re at your favorite restaurant, observe how many of your fellow diners are engrossed in using their smartphones for everything from reading Facebook updates to researching tires for their vehicles.
While developing solid content for your marketing strategy, the most important place to position optimized content is your website. Your site needs to be fortified for SEO (Search Engine Optimization) to gain the best leverage with your marketing and make that customer funnel of yours as wide as possible to help gather new clients. The content within your website should be created to draw in, convert and close customers. It is your most important marketing and sales tool. Your website can and should convert leads into new business.
However, if your website is not optimized for search engines, how can you expect anyone to find you? People doing Google searches and potential buyers. They are searching in an effort to accomplish a task. Will your business surface on the first or second page as they are searching? If you have effective SEO strategies in place, you will stand a much better chance of getting found. It all falls back to what you’ve put in place and the quality that fuels your content. Search engines crawl content on your site to better understand the purpose. Next, they sort the content based on the perceived purpose of the content.
If your website is equipped with intelligent SEO, clear Calls To Action, and content designed to engage the right buyers, your site is doing its job. If not, research the best SEO and CTA techniques for your business segment and make the required adjustments to turn change your website from a static page to an open door to your business.