When people think about summer, they often think of vacation.
That’s not the case for the world of digital marketing. The industry is always active and changing, which keeps us on our toes.
Every year, every season, there are new trends and hot strategies to keep up with, staying up to date with the digital current.
A few of this summer’s current trends – including revamping and optimizing your mobile site design, leveraging strong self-produced content, and paying close attention to search user behavior to help attract your audience – were even highlighted recently at the Boston SearchLove conference.
We want to help you to know all about what’s hot for summer 2015 to help keep your business shining as bright as the sun.
Mobile has been a hot topic for a while now, but you can almost compare today’s mobile sites with websites from the early 90’s – they are the Internet and marketing communities’ first iterations of what mobile should look like.
As the industries have been able to gather metrics on user behavior, and conversions on mobile sites, the design and approach to mobile development will start to change into the next generation of mobile-optimized sites (Mobile 2.0).
Some key things to keep in mind:
Content marketing isn’t new to the game, but it’s still picking up steam. Reports indicate that spending on content marketing will increase by more than 45% in the next two years. The emphasis is still on creating great content (blog posts, articles, e-books, etc.) but there are ways to amplify the reach of your content.
Consider using some of the following strategies:
We are firm believers that every website should have Google Analytics tracking. Reviewing user behavior once users are on your site is important, and provides valuable guidance in further developing your site and investing marketing dollars. But you shouldn’t just look at what users do when they get to your site. How do people find your site online in the first place?
A recent study found that half of searchers user a fragmented search query (2-3 words, incomplete thought) and half use a non-fragmented query (4+ words – usually much more thorough). Both of those types of users will exhibit different behavior online.
You can use Site Search settings within Google Analytics, which allows you to track what kinds of searches lead users to your site. Once you’ve determined what kind of user(s)/searcher(s) your business is attracting, you can then see how those users are converting into customers. This will help you better plan for future marketing campaigns to target keywords and search queries most relevant to your audience.
The summer heat is just starting to pick up, but so can your business. Stay ahead of current industry trends to set yourself apart and you might just have enough time (and extra funds!) for that vacation after all.