You may not have time to read everything on the latest trends and developments in online marketing. Well, you do not have to because I will help you stay up to date with what you need to know to get your job done. Start here.
This online marketing brief includes data backed advice on how to improve e-commerce CRO, tools to amplify content distribution, best practices for local SEO and social media metrics for objective driven marketing.
E-Commerce / Conversion Rate Optimization
5 E-commerce Stats That Will Make You Change Your Entire Marketing Approach
By Neil Patel, blog.kissmetrics.com
Conversion Rate Optimisation does not happen in a vacuum. User behavior, technologies, and trends play an important role in shaping what people expect from their online shopping experience. In fact, CRO is a series of small meaningful steps and continuous improvement.
Since you can’t go ahead and introduce a new design change to your website every day, it’s important to keep an eye on e-commerce best practices.
The question we need to answer is how e-commerce conversion can be enhanced by focusing on user experience? What is important for people and in what way does it impact your websites conversion rate?
Starting from the decreasing the cart abandonment rate by providing transparent pricing to making shopping easier by eliminating unnecessary demands for creating user accounts.
Neil Patel shared practical advice on creatively using discount offers to win back customers and how you can employ retargeting campaigns to reach millennial shoppers. Finally and one of my favorites is providing social media customer service to create a more engaging brand experience and to gather more comments and reviews.
10 Tools That Amplify Your Content Reach
by Tom Pick, socialmediaexaminer.com
In this week’s Whiteboard Friday Rand Fishkin explained the 3 crucial steps for successful content marketing. He also mentioned that most marketers get the first 2 steps right but the majority of them fail when it comes to getting the 3rd and perhaps the most critical step right.
That step is finding the right audience. It’s almost a cliché to say that we live in the information age. Information is our social currency and quite literally the basis of all communication that takes place over the internet.
Content marketing is making the communication about your brand, your product, your service and in fact about yourself more valuable. It is not a novelty but a means for creating value.
So that’s why content marketing is successful and that’s why everyone is doing it. But not everyone is successful because like anything else you need to have a plan to create and distribute your content for maximum impact.
I think the majority of marketers find the third step i.e. a distribution of their content challenging. Good for us because the link at the top will give you 10 tools to help you distribute your content and get you the right attention.
Search Engine Optimisation
How to Have a Successful Local SEO Campaign
by Casey Meraz, moz.com
Google Pigeon is Google’s latest update to their search algorithm and it’s all about improving the quality of local search. Why so much focus on local? Local search results can be some of the most useful and relevant which is a great news if your goal this year is to get found when somebody in your neighborhood searches for a product you offer.
SEO comes in all shapes and sizes so the way I see it, with Google focusing on making improvements to local search it’s time that small businesses can actually compete with their larger competitors with big marketing budgets. It all comes down to setting clear and measurable goals – not just any goals mind you. Goals for getting found and turning that traffic into customers.
Search engine optimization is moving in a new direction and that gives you a great opportunity to look at some of the tactics to kick-start your search strategy this year.
Social Media Analytics
Research Shows Metrics Marketers Think Matter Most
by Suzanne Delzio, socialmediaexaminer.com
Measuring ROI of online marketing and specifically social media marketing has been a pain in the backside for far too long. I hate to say this but we’ve been looking in the wrong direction.
For too long we’ve been trying to measure the impact of social marketing and engagement with sales figures. I’ve said it before and I’ll say it again, that’s just wrong on so many levels. Social media marketing and online engagement are not direct sales, it’s a process of gathering prospects and from those prospects finding qualified leads.
Thankfully the most recent data on marketing analytics says the same thing. If you’re really interested in making the time and resources spent on online marketing deliver results then start by looking at the right metrics.
To begin with, stop focusing on sales revenue and start measuring the quality of engagement.
You won’t be the only one in doing so, in fact in 2014, 30% more marketers started relying on metrics such as page views, hits, and visits compared to 2010. That’s a significant shift of focus. Likes alone don’t mean anything instead look at the quality of engagement. Pay attention to the depth of each interaction and in order to make a real difference make you achieve your goal for this year to understand customer lifetime value by paying attention to your attribution models.
Hats off to the thought leaders and experts in the field of online marketing for sharing their knowledge and insights with everyone. Right here next time you can get another edition of online marketing brief full of helpful articles from across the web on online marketing strategy, planning, and analytics. Until next time. Happy marketing!