Welcome to 2018! It’s a new year, and there’s no better time than now to set new goals for your company.
What are your New Year’s resolutions for growing your business online? Our digital marketing experts compiled a list of goals perfect for any business, regardless of size and industry.
If you want to improve your search engine optimization and boost organic traffic rankings, SEO Manager Meghan Furey recommends prioritizing user experience.
User studies show high bounce rates associated with slow page speed, intrusive ads and other barriers to UX.
Empathy is the fix, she said: “Consider how your audience uses your site. Your content should meet their needs, you should have a mobile-first design and you need to avoid pop-up ads and interstitials.”
If you want to improve your website design, it’s time to beef up security measures. Web Developer James Pfleiderer recommends installing an SSL certificate.
These certificates encrypt any information sent between a user and your site, like if they fill out a form or submit credit card information. This is especially important for ecommerce sites, but is valuable for any site because it gives users a sense of safety and instills trust in your brand.
If one of your resolutions is to attract new business using digital advertising, 2018 is the year to focus on Paid Media. Marketing Director, Moira Miller recommends engaging with your audience and aligning your business goals with Paid Media campaigns to get the ball rolling.
“You can start by defining your business goals and aligning your strategy with them. Maybe that’s improving ROI, increasing brand awareness or opening a location,” she said.
Getting in touch with your audience will also improve Paid Media efforts. Miller suggests spending some time understanding who your audience is, what’s important to them and what their pain points are. This will help focus your budget on the right marketing mix.
If you want to see Content Marketing success in 2018, it’s time to focus on content promotion. The internet is a sea of content and users are always craving new, original content to consume. Make it easy on the user by promoting your content places they already look to find it, like on social media sites, forums such as Reddit and Quora, affinity blogs and in paid advertising.
If you want to focus on analytics and technical SEO in 2018, Technical SEO Specialist Anthony Caccavale recommends prioritizing site health, reinforcing technical capabilities and leveraging Google Tag Manager.
It’s important to check your site health quarterly to ensure it’s optimized for crawling. This includes:
Search engine algorithm updates are getting increasingly technical, putting even more emphasis on strong technical SEO. For example, Caccavale expects Google and other search engines to emphasize site security and mobile usability even more in 2018.
“Frankly, if your site is not on HTTPS and is not optimized for mobile users, it will suffer,” he said.
If there’s one analytics tool you need to start using in 2018, it’s Google Tag Manager. Caccavale uses this rockstar tool to integrate with Google Analytics and track engagement and advertising pixels. GTM also fires structured data markup, which helps ensure the mobile UX on your site.
If you want to grow your business in 2018, you need to prioritize your digital marketing around your resources. It’s easy to say you want it all, according to CEO and Founder Brett Snyder, but the average business doesn’t have unlimited resources.
“You need to take into account your resources — financial and personnel — to prioritize and develop a marketing mix that leverages both,” he said.
Snyder recommends choosing one or two digital marketing initiatives and rallying your resources around those, rather than diluting them across too many areas.
Step one was defining your goals. Step two? Time to get to work.
If you’re not sure where to start, let Knucklepuck tackle the execution. As a full-service digital marketing agency, we can bring any of your SEO, Paid Media, Web Development and Content Marketing goals to fruition.