Digital Resolutions

The start of the New Year is where we draw a line in the snow, cast out the old and bring in the new. For some of us, this means mentally committing to dragging our ‘over-indulged at Christmas’ selves to the gym at least three times a week, but for those responsible for generating leads and developing brand loyalty while delivering return-on-investment, here are a few alternative resolutions to mull over…

User experience

When was the last time you were on a really good website? What about a bad one? Most of us are much more likely to remember the bad one, at least long enough to moan about it to someone we know. It’s just human nature. Of course lots of companies regularly audit their sites and conduct user experience research, adapting and testing their websites to achieve the best results. But, if you are not one of those, or haven’t assessed your site for a while, perhaps now would be a good time to put it on the resolutions list.

Content strategy 

Saying the right thing, in the right way, to the right audience – standard marketing practice, correct? Yes, and it is more important than ever in today’s digital domain. Providing valuable information on a regular basis makes your audience come back for more. Knowledgeable content delivered through all channels is central to this. Making content relevant to the reader encourages engagement. Deciding on the objectives, message, creative strategy and media helps you pinpoint what content will work best – intelligent long copy, short link-rich text, images, animations, videos or a smart combination. Timely multi-channel content is on a lot of marketers’ resolutions lists for 2014…

Inbound lead generation campaigns

Generating leads is a number one digital objective. It is probably framed in a more specific way for each campaign, but ultimately this is the reason to be online. Often this is the justification for budget expenditure on digital marketing. Inbound marketing campaigns rely on content marketing strategies to create relationships, bring traffic to websites and to provide reasons to hand over contact details. Creating a specific inbound campaign to build leads is a hot topic for 2014…and another potential New Year’s resolution…

SEO rankings

Ask around – how many people actually go beyond the first page of search results? If your poll is anything like ours, the answer is, not many. If you don’t find what you are looking for straight away, often you’ll just change what you are looking for. If you agree, you’ll also agree that being visible on the first page is essential. Achieving that takes planning, research and commitment. Great SEO is an on-going process that cannot be left to chance. Instead, it needs to be nurtured to grow. Only with the attention it deserves can you hope to improve or maintain your SEO ranking…is it on your list yet?

Optimising for mobile

According to Google, 28% of people check their smart phone and social network before they get out of bed – if you empathise with that statistic you’ll recognises the importance of mobile marketing. Here in Switzerland, Google’s 2013 Our Mobile Planet Smartphone Research shows that 75% of smartphone owners search online and 43% have purchased a product or service. Globally, smartphone usage is on the rise and that’s not something that is expected to slow down any time soon. Websites that aren’t optimised for mobile are losing out – no one wants to strain their eyes trying to read something tiny or spend a long time trying to get each bit of text they want to read on screen. Responsive design is one option, having a mobile version of a site is another – maybe at this point it’s something for the New Year’s resolutions…

 

 

Comments are closed