- Posted by Karolin Bierbrauer
- On 15. February 2017
- 2 Comments
- #business, #digitalmarketing, #SEO
Over the years, we have seen many dramatic changes within the business world whether it is a simple technology used in stores for the cashier or the ability to complete a full shop online and have it delivered straight to our doors.
As well as affecting how the business runs, technology has also played a huge role in how it is advertised.
For example, years ago companies were relying on word-of-mouth, local noticeboards, and perhaps even the newspaper.
If they were lucky and had enough money, an ad could play on the radio. Nowadays, everything has changed.
In 2017, online marketing is a huge industry and one that is going to continue to grow.
For example, we have websites, audiobooks, podcasts, social media, Google ads, and more.
With so many ways to market a product or brand these days, it can be hard to know where to focus your attentions which are why hiring a digital marketing consultant is such as a good idea.
Over time, the amount of revenue and new customers have seen in return will go a long way to paying the initial fee of the business marketing consultant, and you can grow your business.
However, what are the ways that an independent marketing consultant can help?
Today, we have listed 28 ways that your 2017 efforts will be ‘rocked’ by a digital marketing consultant!
1. Brand Identity
Considering there are so many businesses now within each industry, everybody is vying for attention.
With this in mind, one of the first things you will need is brand identity.
As soon as the consumer sees a particular color or even just your logo, you want the majority of them to know that it is your service as well as knowing what you provide.
For example, the red color links instantly with Coca-Cola and this brand identity will be substantial.
Continuing from the previous point, you will also need to build credibility because you want everyone to buy from you rather than the competitors.
When online, the only way to do this is to create credibility, and this starts with proof that you know what you’re talking about.
With a blog, you can offer opinions while showing your knowledge.
With a digital marketing consultant, they can arrange to have professional writers formulate articles that will represent your brand clearly.
3. Mobile Design
As we head into 2017, there is one major factor that people are talking about – the mobile phone.
Just last year, mobile browsing overtook browsing from desktops for the first time in history.
Just a decade ago, we were only using cell phones to call and send text messages.
Now, we have these small devices in our pockets that can find out the weather in Madagascar in less than three seconds.
With so much browsing (and a significant amount of ordering) being completed on mobile, your website will need to have some form of responsive design, so it works across all devices.
If your site doesn’t offer a good mobile experience, consumers will just look elsewhere.
4. Social Influencers
Within your industry, you may have noticed that there are influencers in the market that have, well, an influence on consumers.
For example, recently it has been the so-called ‘YouTubers’ whereas it was bloggers before that.
Either way, a brand marketing consultant will try and get your products in the hands of these influencers to boost your brand identity and hopefully receive some good reviews.
If the influencer posts a video about your product or even tweets about it, this is reaching thousands of people in seconds – if not hundreds of thousands.
And reach is very important to get people to know your business out of their mind, they will never forget you.
5. Rich Content
For a long time, simple information in the form of text was enough.
Now, it isn’t, and we seem to want more as an audience.
From a business point of view, this can be challenging but not with a digital marketing consultant.
As well as simple videos, you will have infographics, responsive web pages, online courses, and more getting shared around.
As long as the content is useful or funny, it is more than likely to attract some attention which will help your brand to improve once again.
6. Strategy Creation
With so many options these days, it is easy just to attempt random acts of marketing.
Although this might work for a couple of days, it isn’t sustainable so you should sit down with a digital strategy consultant and discuss your objectives as well as your budget and various other factors.
Once these are all on the table, a plan can be devised using the most useful tools on this list to achieve your goals.
7. Website Optimization
Earlier, we discussed how your site needs to be working on mobile devices, but we should also point out that it needs to be valuable to the consumer.
Nowadays, too many websites have junk and useless pages that detract from the product or service on offer.
With a proper strategy in place, you will soon have a website where every single page adds value.
As soon as every page has a purpose, the results will then be seen.
If you were wondering how long it would be before we mentioned Search Engine Optimization (SEO), we managed to hold off until the eighth point!
All jokes aside, SEO is going to be as important as ever before over the next twelve months.
Despite popular belief, SEO means more than just popping a few keywords in place now and then.
According to Google, they take 200 factors into account when ranking a web page, so you need to complete some different tasks.
If you can propel yourself to the first page of Google rankings, you have a sustainable method of receiving more visitors than your competitors; let’s not forget that we very rarely search past page two on any given search result.
While SEO is very much a long-term plan and goal, there is a way to see instant results, and this is through pay-per-click (PPC) advertisement.
After setting a budget, you can create an ad and ‘bid’ for ad space on Google’s first page of related searches; you then pay every time that the ad is clicked.
Although this can be ideal for the release of a new product or service or as an introduction to the company, it needs to be used in conjunction with SEO because this is a much more sustainable solution.
Whether you create your content for your blog or pay someone to do it for you, it is sometimes just a waste to post it, advertise it a little, and then simply ignore it.
Instead, your digital marketing consultant will look for ways to republish the piece on larger sites.
If there is a site related to your industry that has hundreds of thousands of readers and regularly looks for articles, you could get your work seen by this broad audience.
Although you may have to make small edits to make it different from the original, it is an excellent way to get seen by the masses.
As well as republishing, marketers will ensure that all of your content is promoted in a way it deserves to be supported.
If an extensive guide is produced, it should be spread all over social media as well as taking a prime spot on the website.
Every so often, it can be reposted on social media and even tweeted to larger companies and sites.
12. Guest Blogging
In truth, guest blogging works both ways, and they can both bring benefits to your site.
If you were unaware, guest blogging is where someone from a different website writes a piece for your platform, or you go and write something on their site.
As mentioned, they both bring benefits; if you produce content for their platform, you are accessing a new audience, and a certain percentage will click the call-to-action (CTA) and check you out.
If you have someone from your industry produce content for your site, it will allow you to build credibility – especially if you secure a big name or an influencer.
13. Content Planning
Throughout, we have discussed the importance of content and blogging but, again, there needs to be some form of organization.
When running a regularly-updated blog, the posts need to be in line with world news, occurrences in the industry, or even with the release of your new products.
With this in mind, content needs to be planned, and this is what a digital marketing consultant can do for you.
14. Live Broadcasting
Within the last year or so, live video has become the huge business, and the consumers love it.
Whether it is on Facebook, Twitter/Periscope or YouTube, sharing a live video is exciting for the viewer because they get an insight into your business and they get a behind-the-scenes look at what goes on.
When on Facebook, all viewers will have the opportunity to click on your page for more information, and it can be an excellent way to gain customers.
As long as you ask viewers to share your video and the content is worth watching, it will be a real exercise because your business will also become more personable rather than be ‘just another company.’
Over time, customers will be happy to contact you with questions or just build a relationship with you which will help in the long run.
15. Email Marketing
Considering a huge amount of the internet is made up of spam, you would think that email marketing is a thing of the past, but the opposite is true.
In 2017, email marketing is set to make a comeback, and it can be incredibly useful as long as it is done correctly.
As long as it doesn’t look like spam and genuinely offers something worthwhile to the recipient, email marketing can be useful because it sends interesting information to a list of people who have already shown interest in your business in the past.
As mentioned already, mobile marketing and just mobile use, in general, is set to continue its rapid rise in 2017, so there should also be an investigation as to whether you would benefit from a mobile app or not.
With mobile devices, it is all about offering the best experience possible, and an app should allow for easy ordering or at least an easy way to contact your business.
Although it used to be an expensive process, building a simple app can be affordable now, and it is a great marketing tool.
17. Marketing Automation
Within your marketing strategy, there should also be a section for marketing automation as this helps to provide efficiency.
Just as the name suggests, this process will automate as many marketing processes as possible, so you don’t have to repeat them time and time again.
Whether it is social media, emails, or actions on your website, this could be something to introduce in 2017 because the task of keeping everything updated is getting harder over time.
If you can automate simple tasks, you will be allowed to spend your time concentrating on the more important things.
18. Social Proof
As you may notice as you continue reading, a lot of the tips we have to revolve around a few key points – efficiency, credibility, accessibility, branding, etc.
When you first walk into a physical store, you can get a feel for business, and you know that it is a place for legitimate trading.
Online, this doesn’t exist so you need to prove that you are the real deal.
Therefore, digital marketing consultants will aim to increase your profile on social media and ensure that there are available reviews and testimonials on your website.
As soon as potential customers see these in place, a level of trust is soon built.
19. Landing Pages
As great as your website is overall, how good is your main landing page?
Often, this will be the first thing that visitors will see so if it isn’t any good, you won’t have many people click-through, and you won’t get the results that the rest of the site deserves.
Compared to the homepage of your site, the landing page needs to be different because there are some creativity requirements in play.
If you get these right, you will see your click-through rate (CTR) increase dramatically.
20. Conversion Rate
Furthermore, you also need to gear your site towards turning visitors into customers.
Once you get people onto your site, many people think that the work is done, but it has only just begun.
When you have thousands of visitors, but you can count your customers, on the one hand, this suggests that you are doing something wrong.
With a digital marketing consultant, your site will push your visitors in the right direction without being too ‘salesy.’
Of course, the main target for most e-commerce sites or any platform looking to sell a product or service is to increase revenue and the primary customer base.
While all of the tips we have provided so far work in theory, how are you going to ensure that they are working for you?
In short, analytics. With the help of the consultant, you will keep an eye on all of your marketing campaigns and all the changes that have been made to check that they are working.
Often, this is a step that people forget so this will allow you to stay one step ahead.
22. Market Research
Despite needing to be unique within your industry, you also need to know what competitors are doing, and this is becoming more important as technology continues to evolve.
For example, who would have known that Snapchat could be used as a business tool?
Every single year, new programs and instruments are being introduced and ensuring that you are researching the market will help you to stay at the top of your game.
In 2017, this could be one of the keywords that we see a lot. In the last couple of years, the most important factor was that audiences were consuming content.
Now, it has to go one step further, and the audience has to act upon what they have seen because consuming it simply isn’t enough.
With this in mind, you should be looking towards competitions, contests, quizzes, assessments, and various other ideas that will get people to your site or at least get involved with your brand.
In a similar vein, presentations may also play a significant role in your marketing strategy because it is all about interaction once again.
On LinkedIn, the feature called ‘SlideShare’ receives millions of views per day and this isn’t an accident.
As well as being shared with wider audiences, many presentations are even embedded onto blogs, so this could be a pivotal step this year.
25. Lead Magnets
If you rely on your products alone to sell themselves, you could now run into a bit of bother because there are more competitors within the market and more products vying for the attention of the consumer.
Therefore, you need to think outside of the box, and this can be done with lead magnets.
Essentially, these are things that you can give away for free to generate a bit of interest around your brand.
For example, eBooks are standard these days as are mini-courses, tools, templates, checklists, and small guides.
In truth, this has two main benefits.
Firstly, you can show off your knowledge just as we discussed in the blogging section.
As long as the content is high-quality, the consumer will see that you know your industry inside-out and can help them.
Secondly, it should also build your email list because customers will be looking for more from you.
Once you build up your email list, then you can use various other marketing techniques such as email marketing to create sales.
If you look back to the marketing strategies of the 1960s and perhaps even before this, you will find many companies giving away t-shirts, hats, and the like.
Despite the many changes we have discussed since those days, the most simple strategies are often the most effective which means that wearables are still a viable marketing technique.
Sure, today you are more likely to see success with wristbands and similar items, but the premise remains the same.
Furthermore, the general public also loves to see a real cooperation between two or more companies and this is the great way to share customers and broaden your horizons.
Whether it is sponsoring a local event or coming together to produce joint advertising, this can be an excellent idea.
Of course, you shouldn’t be choosing a direct competitor for this but a company that offers products that complement yours.
For example, a computer company would come together with a software provider or an SEO service.
28. Customer Care
Finally, there are tiny things that annoy consumers more than companies who don’t pay attention to their emails and social media accounts because it means that they aren’t accessible.
With a digital marketing consultant, you can learn how to reply to all customer concerns and treat all issues with respect so that they can be resolved and negative experiences with your company can turn into positive ones.
There we have it, 28 superb methods that your digital marketing consultant can use in 2017 to rock your efforts.
In truth, it could be a tricky year for marketing which makes an expert even more valuable.
With a strategy and objectives in place, you are more likely to make progress and build that brand!