• Hot Digital Trends – Summer 2015

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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.  

♦ The New Generation – Mobile 2.0

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:

  • Mobile can be “Screen 1” – The very first interaction a user may have with your business online can be on their mobile device! It’s time to invest if you haven’t yet. Google’s made it clear that they value mobile for search engine rankings and your potential customers are turning to mobile first now more than ever.
  • “App-like” Interface – With the average person spending 89% of their time on apps and only 11% on mobile websites when using a mobile device, it makes sense to change your mobile strategy to be more like an app. Whether it be large “app-like” buttons, sticky headers/footers that move with the user as they go through content on the site, quizzes and questions to foster interaction, or just something a little more “fun” than the standard website, your mobile site will want to incorporate persistent calls to action that are tailored for the mobile experience.
  • Different Versions for Different Users – Consider tailoring experiences for different operating systems (iOS or Android). Data has shown different aesthetic preferences across devices which, when met, leads to higher conversion rates on the appropriate devices. iOS users, for example, love the sleek design of the iPhone, which corresponds to the simplistic, sleek design of mobile sites that they prefer.

♦ Spread Your Content Further

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:

  • Choose what posts to promote further based on performance – Look at organic reach of your posts. Which ones receive the most shares, likes, comments? Focus on promoting posts that you already know users are responding well to.
  • Tag your readers – Use retargeting pixels to capture data about users already interacting with your content. Use this information to create better content that will clearly resonate with this audience, and reach them further.
  • Utilize Social Media to save money and target directly – Often much cheaper than a traditional pay-per-click account on Google, social sites also allow for extremely direct targeting. You can upload email lists to Facebook for targeting ads with custom audiences, which typically have a 40-60% match rate because of how many users have Facebook accounts.

♦ Know How Your Site Is Being Found

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.

  • The fragmented query searcher is prepared to do a little work on their end and will be clicking into a few different links to find what they are looking for.
  • The non-fragmented query searcher is hoping to find exactly what they are looking for at the top of the search results.

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.

ThriveHive
ThriveHive
ThriveHive combines easy-to-use tools and expert guidance to help businesses stand out and get found online. Learn more about our guided marketing and advertising solutions here.

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