For some business owners, 2019 was a banner year and they’ve never done better. For others, though, there were a lot of struggles. Either way, 2020 is a great time to have a fresh new start.
How can you improve your digital marketing in the new year? There are a lot of best practices that can make a big difference. Some of them you may already be incorporating, but it’s likely that many are new ideas.
There are also trends that have made a splash in 2019 and will continue to grow going forward. Here are some great ways to improve digital marketing for 2020.
Make Sure You Have the Right Tools
Having the right tools is essential if you’re going to succeed in today’s marketing landscape. Unfortunately, there are an overwhelming number of digital marketing tools available! It can be very challenging to know if you’ve got the right products.
Some business owners will use this as an excuse to stick with what they have, but that can mean missing an opportunity to build up your productivity and revenue in the new year.
What tools should you consider? Here are some ideas.
Social Media Tools
Having some way to share your content on social media on a regular basis is a must. If you’re only using a one-time post program like Buffer, consider upgrading to a tool that includes rotating re-posting, such as SmarterQueue.
For comprehensive management of posts, comments, and analytics, a tool like MavSocial is a great option. It allows you to manage content easily and puts engagement from all platforms in a single window. Can’t beat that!
Email Marketing Tools
Many smaller businesses love ConvertKit for email marketing. It’s got a lot of the power of a big-company program without the huge price tag. It’s a big step up from free options and allows you to group and tag your list in a variety of ways. You can also build and manage automated campaigns.
For a larger business, consider ActiveCampaign. Recent improvements have brought them to the head of the pack, above HubSpot, Infusionsoft, and other previous leaders. They have great integrations, affordability, and customer response time. You can also use ActiveCampaign as a customer relationship management tool (CRM).
Managing SEO is a challenge since Google puts out thousands of updates a year. Many times you’re best off hiring professional SEO experts to optimize your content and keep up with all the changes.
If you’d rather do it yourself, tools like SEMrush or Moz are good options. However, it still takes a lot of time and expertise to use these to their full advantage. You probably have better things to do, which is why it’s better to rely on the pros.
Use Video on All Platforms
Video has been the marketing juggernaut all year, and it doesn’t look like that is changing anytime soon. 2020 is the year to start integrating video across your entire marketing funnel.
Videos on social media are eye-catching and can help build awareness of your brand. You can gain fans if your videos are authentic, helpful, and entertaining. These folks can then be invited to visit you on your website to move forward.
Include video on your website. This will not only rank well, but it will also engage visitors and keep them on your website for longer. This sends a signal to Google that your website is high-quality, which boosts your digital marketing efforts.
64% of consumers make a purchase after watching a branded video, so don’t assume video is only for awareness. Use explainer videos to share products and services and promote the many benefits of what you offer.
Finally, don’t assume you have to create a long-form video. Smaller segments are just as catchy, and the Stories feature on multiple social media sites gives you a great opportunity to shine.
Use video to put a face to your company and become more relatable. It will make a big difference as you improve digital marketing!
Be Careful What You EAT
One of the biggest changes in digital marketing this year is Google’s emphasis on authoritative websites in search results. The acronym EAT stands for what they want – expertise, authority, and trustworthiness.
This has hit medical and financial websites especially hard. It makes sense from Google’s perspective – they don’t want to highly rank content that is incorrect and harms the user. As a business, that means you have to work harder to show that you really know what you’re talking about.
Best practices for EAT include having a detailed About page, a clear author’s attribution on each piece of content, and a detailed author’s bio showing the expertise and credentials of that individual.
If you’re not an expert, it’s time to hire one! Just like Google, you want to provide your users with true, beneficial, and useful information. It pays to make the extra effort to build authority and use credentialed experts.
Is Your Digital Marketing Ready for 2020?
Now that you have the tools to improve digital marketing strategy, it’s time to take action! Whether that means reviewing your technology solutions and getting better tools, planning out a video marketing strategy, or building expertise, you’ll be glad you prepared for 2020.
You can’t afford to sit on your recent success – or ignore your recent struggles. It’s vital to review how your digital marketing went each year so that you can focus investments on what worked and cut out what didn’t.
If digital marketing is too much for you to think about while you also run your business and manage your employees, we understand. That’s why we’re here to help. Local SEO Search has worked with over 10,000 companies in the U.S. and Canada, and we’re committed to our clients’ long-term success.
Are you ready to make a splash with digital marketing in 2020? We can set up a unique plan that boosts your SEO and helps move your company to the top of the rankings in your industry. For more information, contact us for a free 30-minute consultation today!