For one reason or another, companies often start or remodel their sites. But one mistake you will notice is that some companies do not take into account how important their web design will be for their marketing strategy. While most business owners ignore this, the fact is that it is the design of your site that can either create or destroy your marketing campaign. Although your marketing campaign can easily get people’s attention, your web design will determine if they will buy or not. According to research, almost 75% of visitors judge a business by its design.
When it comes to turning potential customers into customers, the graphic design of the site is very important. Therefore, you should focus on optimizing each stage of your marketing strategy, which includes design. Changing even a few features of your web page can significantly improve your marketing campaigns. After all, website design is directly related to conversion. Good website design is not only about fashionable logos, user-friendly interfaces, and intuitive menus. We are talking about the absence of navigation errors, the availability of compatible code and technical problems that few people think about. Here’s how design can make marketing your website successful.

Brand language

Successful web design can help boost your brand, thereby forcing more people to buy your products. One of the most valuable things in business is trust, so building it would be vital for any business. A brand can represent luxury, comfort, value, support or quality. There are many ways to accomplish the design, including blogs, marketing campaigns, brochures, and trade fairs. Having a great design can make your brand unforgettable. Make sure your site is designed in such a way that it evokes desire and reflects your values. Just keep your core values ​​in mind and make sure they are reflected in every aspect of your design.

Search engine optimization

Search engine optimization is the process of increasing your organic visibility on these engines using various on-site and exit methods. Since over 95% of online activities begin on search engines, your site should be visible in search. Although most websites are being designed with responsiveness in mind, they must be compatible with a number of devices. There are also sites that do not respond, so they make it difficult to access them on mobile devices. Any design changes you make to your website will affect your SEO performance, both positively and negatively. Therefore, a good website design should take into account the structure and navigation, aesthetics, content, and metadata.

User experience

The design of your website also has a big impact on your user experience. From ensuring that your site is as fast as possible, making navigation simple and easy to use is a good site. When it comes to user experience, site speed is now one of the most important factors. As the speed of the site increases, so does the visitor’s expectation of page load time. If your design uses large images and other elements that slow it down, it will negatively affect your users. Some of the ways to increase this download time is to fully audit and compress files. You must remember that the main goal of your site is to satisfy your users. Without this, they will not remain and will not return to your site.

Also Read: Top 50 Ways That Will Increase Website Traffic in 2020

Enhanced online presence and higher conversions

The design of your site should be psychologically attractive. It should be able to convert visitors to customers. To develop strong marketing strategies, website owners should focus on developing successful designs. The influence of design should stand out over everything that brings sales. Good design will also attract visitors and increase your online presence. This will help you express the thoughts of the company and give you a better chance of being noticed.

Effective analysis

When it comes to building a website, there is no perfect website. It must constantly change, adapt and optimize to achieve its goals. Most companies are looking for a site that turns their visitors into profitable promotions. In this regard, you need to know in which areas your site is working poorly. Each part of your site can be analyzed and optimized for users. Therefore, you need to spend some time understanding the user and identifying pages that are not converted and do not receive any traffic. When creating your site, you must consider whether you are able to implement advanced tracking or not. If you cannot do this, you lose a lot on this valuable data. You must set up your website so that you can easily collect the necessary data.

Convincing message

Internet marketing and design usually have a lot to do with the message. The main aspect of the design is the transmission of an important message to clients and receiving a specific response. With the help of carefully selected words and images, you can get a result-oriented to the result that your company needs, as well as train your clients in various creative processes. Attractive looks and framing designs can also make customers lean toward your business.

Now you know how good web design plays a very important role in promoting your site. Remember that a poorly designed website will have all your marketing strategies in vain. So, make sure you have an intuitive, unique and effective website design for your brand. Although a well-built site is a very good step, this is not all you need. You also need to have quality content that informs your users about your services and products. Make sure you consider all other strategies so you don’t miss anything. In general, professional sites are some of the most effective marketing tools today.

Do you want your site visitors to better understand who you are as a business? Then read this post on digital branding, including the concept of what and how.

When you ask, “What are the goals of your Website?”, The majority replied: “To attract more traffic and conversions, isn’t that a dream?” But do your site visitors really understand what your business is doing or what makes you different? Well, this is where digital branding comes into play. Increasing site traffic is a pointless exercise if your visitors do not know who you are, what you do, or what makes you different from others. This is one of the main reasons why traffic does not turn into a sale.

What is digital branding?

Digital branding is an understanding of your value as a business and the transfer of these values ​​to visitors to your site. But don’t worry, digital branding is not fonts, slogans, characters, images, logos or visual identification; this requires years of branding and user experience (UX) knowledge. Digital branding has powerful elements that any website owner can do.

Understanding your client’s values ​​is called your “value proposition,” and it truly surpassed the old idea of ​​unique retail outlets (USPs). As a definition, a value proposition is “a promise of value that your customers will like.” Digital branding brings this value. Many successful companies are no longer unique – they just do it better. How many websites do you visit that are not necessarily cheaper but have an excellent product offer for customers? This is an example of customer value.

Why is this important?

The importance of digital branding boils down to effectively communicating your value with your customers. Digital branding thinks about your potential customers – this traffic – and how we can tell them who we are, what makes us different and what makes us better. When a site visitor understands our business, the decision to purchase is sharply reduced. See an example below:

Immediately talk about the benefits of your business with short and clear messages. You go to the site and they reflect the benefits for you as a client and the value of the business.

As soon as we receive our “value proposition”, the time has come to tell the world, but digital branding passes by our website – it is rooted in every part of each individual marketing channel and at every point of contact with which the client interacts. On your site, it makes no sense to write that you have the “best service in the business” if this is not indicated in your paid advertisements. You must identify all the common ground of your customers, look at the messages and make sure that they are consistent in everything.

Below are some key placements that you should focus on as they set the tone for all other marketing channels.

Homepage

A great place to start is the homepage. Every day we see home pages that do not give any directions about the business; not even an idea of ​​what distinguishes them from a competitor. Turn your home page into a message about your valuable offer – make sure that each client leaves, knowing exactly what you are doing and what sets you apart from others, makes them unique and best.

Site pages

We pulled out the pages of the site from the home page because it is important to look at them in isolation. Often the page that spends the most time on it is the home page, but collectively this page does not receive most of the traffic. Imagine that we just clicked on an ad or page directly from a search engine results page (SERP), which is not your home page … will we be given a hint of your value proposition?

Newsletter

Your emails are a great place to reinforce your core values ​​for your customers. If you use marketing automation for visitors who subscribe to your emails, then use the various emails in the program to enhance your messages. It is recommended to create a “welcome letter”, which will be the first letter received by the client after registering with your mail program. Use this letter to strengthen your business.

Paid media advertising

Making a great copy of an ad is very important – it can be the difference between gaining and losing leadership or selling. A great ad will correspond to a copy of the ad on the landing page, and it makes no sense to say one thing in the ad and not repeat it on the landing page. Google AdWords, in particular, has provided marketers with tools to enhance digital branding with things such as call extensions and new enhanced advertisements. Use these tools to enhance your messages.

Metadata

Often the importance of metadata is overlooked. Sometimes it is simply created to make sure that we mark the “SEO window”. Think of metadata like this – this is the only and only piece of information that the client must choose between you and your competitor in the search results. Ranking in position 1 for your keyword does not make sense if your metadata is not customer-oriented. Treat it like a paid ad, and create posts that add value.

Digital branding and conversion optimization

Digital branding and conversion optimization (CRO) overlap. If you are new to CRO, MOZ describes it as “a systematic process to increase the proportion of site visitors who take the desired action.” How does this relate to digital branding? The goal of digital branding is to increase the likelihood that a visitor will perform the desired action. When a visitor understands your business, the probability of conversion increases.

Also Read: Top 50 Ways That Will Increase Website Traffic in 2020

CRO is extremely useful for digital branding because it allows you to test messaging through a website through A / B testing. Google has made this process even easier with the release of Google Optimize. Take the time to create A / B tests of the various messaging options for the pages of your website and find out which one is most effective. CRO stops as soon as you browse your website and go to other marketing channels. But this does not mean that the lessons from CRO cannot be applied to your other points of contact.

Conclusion

To summarize, it’s all about consistency. There should always be a consistent and holistic approach to conveying your value to visitors through all marketing channels. Stop looking at different marketing channels in isolation, because it will not only confuse potential customers, but your business will feel disconnected. Each marketing channel is the point to join, and with these tips, you will be on your way to creating a famous brand.

Content optimization will never be a children’s game while Google continues to deploy new algorithms. If you want to achieve results in SEO, it’s important to keep an eye on innovation and look at existing opportunities from a new angle. In this post, we will tell you some tips for improving the ranking of your site in search results – without significant or significant effort outside the page (i.e. you won’t need a dozen links to infect your information).

Get your URLs and meta done

First, make the right optimization choice for both URLs (web page addresses) and meta-fields so that the relevant information is shown to both the user and the search engine.

URL Optimization Tips

A friendly URL is a must these days. Moreover, including keywords with exact matching and partial matching (and, to some extent, synonyms of keywords) – the URL of the page is likely to increase the relevance of the URL and, thus, improve the search ranking of the page. It is also believed that this method works well for domains.

For example:

Exact match domain:
Good: mylovelypet.com/cat-nutrition-feeding (optional synonym) 
Not so good: mylovelypet.com/cat-feeding

Partially coincidental domain: Good: cat-world.com/feline-feeding-advice (here we add a synonym) 
Not so good: cat-world.com/cat-feeding-advice (the same term twice)

The first URL provides the search engine with more relevant information about the content of the publication, providing other terms that mean the same thing, increasing search engine optimization.

Tips for optimizing meta tags

Page titles and descriptions can also affect search rankings. For example, placing the target keyword of the page content at the beginning of the page title can improve search ranking:

For example: 
Target keywords:  feeding cats 
Name of the page:  feeding tips for cats: nutritional recommendations

The meta description is a short piece of text that describes what the page is about – and it can plan a large role in the clickthrough rate on the search results page on the web page.

The rules for optimizing content for meta descriptions are simple:

• Describe the content of the page accurately.
• Make your description attractive so that it stands out on the search engine results page.
• Include targeted keywords.
• Stay within the meta description length limit (up to 320 characters at the time of writing).

Your keyword research

Have you ever heard of the Blue Ocean Strategy? In short, it is a theory that states that success comes to promising new markets, regardless of competition. Using this theory in the context of content optimization can be a reliable way to find new opportunities.

VariousSEOtoolsoffer great keyword research opportunities. A great idea is to use topic clustering and the SEMRush keyword tool.

Let’s go through the four steps to choosing awesome keywords so you can discover new content optimization options that can give you an edge over your competitors.

1. Select a keyword

Let’s choose “cat food.”

Image: SEMRush Keyword Magic Tool

2. Select a subtopic that will result in targeted keywords for the content.

3. Select keywords with the lowest competition.

All selected keywords are ideally suited for the Blue Ocean strategy: they have a low level of competition and they collect a significant part of the potential traffic. These keywords will become the semantic basis of content and are great for use in headings, headings, etc.

4. Distinguish all keywords in the group

Export a list of keywords, including highly competitive ones, so that the content matches both the category and topic of the article.

This sequence of informal steps gives you an accurate list of great keywords that differ from your competitors and gives you the freedom to create awesome content.

Content Optimized Creation

The next step in the journey is the process of creating content. Keywords have two main goals when used in an article. The first role is to determine the structure of the content. The semantic base you have chosen will give an idea of ​​the headings in the post, the content of each paragraph, and where the attention of the reader should be emphasized.

Also Read: 5 effective online marketing tactics for social entrepreneurs and startups

The second role of keywords is to give the search engine an idea of ​​the relevance of the content (based on the user’s search queries). This is the most interesting and difficult part of content optimization.

Here are some preliminary tips for using targeted keywords to optimize your content:

• Divide your keywords into several separate terms: cat, food, dry, wet, closed, how many, many, etc.
• Gather the main keywords with a set of individual terms and evenly distribute them in the article. The result will be an excellent text structure that attracts the reader and, accordingly, highlights the content for the search engine.

Although content can undergo endless changes and improvements before being published, here are three of the most important points you should consider before publishing:

readability

The way your user perceives content is critical: endless paragraphs, complex sentences, and oversaturated descriptions push the reader away. This leads to higher failure rates. Check readability manually or with tools such as 
Readable.io. It also checks keyword density to avoid over-optimization.

literacy

Even minor grammatical errors can damage your authority. The reader can simply close the tab and never return to the site. Freelance proofreaders or writing companies can fix minor errors and polish content.

uniqueness

If you outsource your content, it’s wise to check the uniqueness of the post. Google hates duplicate content, and you can be fined for publishing the same content that has already been published elsewhere. Use tools such as  Copyscape or  Grammarly Plagiarism Checker to make sure you are working with original content.

Amazing ways to optimize content without links

Without going into details of technical details, there are functions that do not directly affect the ranking but help your site grow faster. More importantly, with their help, you get an audience that not only reads your content but also admires your site and brand.  Becoming a bit weird, fun, and innovative opens up many new possibilities for use in content strategies.

Here are some amazing examples of how to create truly interactive content that pretty well summarizes what you can do to get your customers ’attention, ranks, and love.

American Association

People like to participate online. That’s why they take all these tests on Facebook. The American Heart Association, for example, conducts tests that help people determine if they are at risk for heart disease.

Of course, tests are useful for people who have health problems, but not the kind of content that will become viral. However, this particular link is ranked first in the search results and is a great example of finding an easy-to-reach keyword.

On the other hand, what if you could create some tests, such as those that gather thousands of participants, who then share them with their friends? So much the better if you can associate them with your product or service.

Philips Razors

Interactive videos have become even more popular. This is what Philips Razors found out when they created their video series, trying to draw more attention to their new electric razor. They created a video, combine storytelling and give visitors the opportunity to choose the type of shave for a young man. When they chose to shave, they got a story about a man who did not remember what he was doing last night.

The company’s goal was to attract a new audience – young people who didn’t necessarily have the “clean-shaven” look of their fathers — and show them that facial hair is cool and they can take care of them with a new electric razor. ,

The results were quite successful. Site visitors who participated in watching the video stayed on average three times longer and followed the offer to share the video through social networks. Over the course of the year, more than a million people watched the video, and the company’s sales goals for the new product were exceeded by 16 percent.

Ready, configured, optimized!

SEO is volatile, and this is what makes every SEO specialist stay fit. It is not necessary to be an innovator; sometimes looking at certain things from a different angle gives rise to new ideas and opens up new possibilities. Structuring a content optimization strategy, finding niche topics, and creating content that works for both users and search engines is the quintessence of content marketing.

 

If you don’t agree with the phrase “which digital, goes to the factory!”, Then read the Digital Growth World’s blog for knowledge related to digital marketing and its trends, To find out who is digital marketer & what he does, how to get the right skills and where to look for the first customers, Read this article on how to start a digital marketing career

Who is a digital marketer and what does he do?

The field of activity of a digital marketer covers almost all elements of the company’s presence in the Internet space. He selects and evaluates sites, studies the target audience, creates promotion strategies, uses advertising tools, plans and creates content.

As a rule, a digital marketing specialist manages the activities of narrower specialists (SEOs, copywriters, designers, Brand Management, Affiliate Marketer) sets the tasks and tracks the result. If we are talking about a small company or brand that is only discovering the benefits of promotion on the Web, then an Internet marketer can immediately do all the tasks on his own and alone if he/she is a business owner and wants to take the business online.

In both cases, for successful work, the marketer must know the basics of each direction and have certain skills.

Specialties of digital marketing and the tasks that they include

1. SMM – social media marketing

• Lead communities in social networks, create, design and post content.
• Launch advertising campaigns in social networks – targeted advertising, cooperation with bloggers.
• Create and maintain a community, community around the brand. Various activities – contests, sweepstakes, etc.

2. SEO – optimization of sites for promotion in search engines

•  Select the semantic core for the site – the main keywords for which optimization will go.
• Attract traffic from search engines.
• Optimize the site.
• Analyze the results – identify successful and problem areas, adjust their activity.
• Strive to ensure that the site takes the intended position in the search engine or rises as a whole as high as possible.

3. Email marketing

• Collects and segments the base for mailing.
• Create a distribution plan, generate ideas, write or control the writing of texts.
• Test various ways of presenting information and design – from the subject title to the design of the letter.
• Analyze the results, make changes.

4. Targeted advertising

• Collect and segment the advertising base on social networks.
• Create advertising teasers – ad text and photo or video illustration.
• Plan a budget.
• Set up an advertising campaign and evaluate its effectiveness.

5. Contextual advertising

• Collect and filter the base of keywords by which ads will be launched.
• Work with advertising tools Google Ads.
• Plan your advertising budget and strive to reduce the cost per click.
• Create advertising banners according to the requirements of the platform on which the advertisement is launched, test various ad variations.

6. Web analytics

• Analyze site metrics using Yandex. Metrica and Google Analytics.
• Draw conclusions based on data and think through actions to improve.

What skills should an online marketer have

The tasks of the marketer depend on the specifics of the business, the size of the company and whether he manages the team or performs most of the functions himself.

Let’s dwell on the basic skills that will be needed:

1. Creating a marketing strategy: You need to be able to think over the USP, prepare the product for launch on the market, calculate the risks, identify goals and objectives, write down actions to achieve them.

2. Market research: The marketer studies the target audience and segments it, analyzes competitors.

3. Promotion in the Internet space: It is necessary to have the basic skills of advertising and native promotion: to find and test various platforms, understand targeted advertising, plan and not “merge” the advertising budget, be able to work with influencers and find a common language with information partners.

4. Planning and creating content: A digital marketer should be able to create content plans and content matrices, analyze the demand for topics and formats, create illustrations and video content (or put the right technical specifications for other employees).

5. Resource management, organization of work of the Internet marketing department. An important skill is to properly manage available resources, to be able to organize several specialists on a staff or in a remote location, to ensure the adequate functioning of systems.

6. Analysis of the results of marketing efforts: Of course, without analytics anywhere. A required skill is to track the results of actions, note progress, pay attention to the jambs, and adjust the work based on the data received.

In addition to skills directly related to the profession, you will also need general skills (soft-skills):

• To be able to defend their point of view, listen to the interlocutor, conduct a productive dialogue with him.
• Properly plan work processes and organize your time.
• To understand people – to be able to choose a reliable person and a good specialist.
• Quickly search and process large amounts of information.
• Be flexible and ready to learn, change and improve in the profession.

How to get the profession of an Internet marketer: training options

In order to become a digital marketer, higher education is not required, you can get the necessary skills both by studying independently and by taking special professional courses.

1. Learn everything yourself

Learning without teachers – an option for those who are good at self-education – can organize themselves, do not lose their motivation to study regularly, can structure and search for large amounts of information, highlight the main thing and cut off the excess. The above-mentioned skills themselves are very useful for an Internet marketer, so if you have them, then this is great.

2. Take professional courses

Signing up for courses is a more traditional and intuitive option. You can take full training in the Internet marketing program, or you can separately study specialties. Digital Growth World a.k.a DGW provides a 2 months certified training on Digital Marketing.

Advantages of professional courses and training programs:

• You get knowledge in a systematic way, you do not need to collect everything yourself in pieces.
• An expert sharing experience with you helps you look at work from a different angle.
• Practical exercises help to consolidate the material, immediately practice what you have just learned.
• Feedback from a professional is something that is very important for a beginner. It’s better to go through all the weaknesses in the training than to get negative feedback from customers later.

It is logical that if you want to get professional knowledge in an area in which you still have little understanding, you should contact an expert. But, unfortunately, in digital marketing, not every expert who calls himself that. Here are some tips to help you avoid getting into a grief-info businessman:

1. Do not buy the prospect of quick and easy money. Bypass the proposals in which they promise to tell you how to earn from Rs 10,000 a month, working for two hours under a palm tree. Such teachers are designed to ensure that you, blinded by the prospects of free income, attend one course after another. As a rule, programs consist of stages, at the end of each you are hinted that you are about to receive sacred knowledge, but there is still not enough of some key elements that will be given in the next stage.

2. Choose practitioners. Look at the teachers, who they are, where they work, what experience they have. Give preference to practices – if a person successfully works in his specialty, has made a career, can share practical knowledge – he has a lot to learn. Internet marketing is for practitioners, theorists will not give you anything. At DGW trainers are not just regular teachers but are also people who have implemented norms of digital marketing in their daily life and have scaled multiple online businesses with time.

Also Read: How to make money online from a website from scratch?

It is also important to understand that no professional training eliminates the need for constant self-education and monitoring of new chips.

How to search for first customers

After you have received the initial knowledge and are ready to take on real projects and earn money, it’s time to look for customers. Search features will depend on which of the two paths you decide to go to – become a freelancer / remote employee or work in the office.

Freelance

If you want to work from home and look for projects on your own, you will need to learn how to organize a working day. Freelance gives you the desired freedom but imposes additional obligations – you yourself build your workflow, “pay” yourself sick leave and give leave.

Another blessing and at the same time the curse of freelance – you will have to independently search for customers and projects, agree on working conditions and payment. To do this, you need to establish an iron system to attract customers. The cheapest way is word of mouth. We already talked about how to launch this mechanism on Facebook earlier. In general, the principles are the same everywhere – get to know your potential target audience and colleagues, keep a page showing your professional look, give tips, offer your services, ask friends to recommend, collect feedback and share them on the page.

If you are scared by the prospect of catching orders with your bare hands in the turbulent rivers of social networks, but you still want to work at home under a rug, then choose a compromise option – a remote site. Many confuse it with freelance, believing that it is one and the same. However, in remote work, you have all the same responsibilities and often even the schedule that the employees in the office just shut down tasks from home.

Few Website to find freelancing projects:

1. Freelancer
2. Upwork

Office work

Want to choose a more traditional way and get an office? In this case, your main task is to find a company that will hire a person without experience. Immediately getting a job as an Internet marketer will not be easy. First, try yourself in one of the specializations: recruiters often look for copywriters, copywriters, content managers, etc. If the financial situation allows, you can apply for a free internship in a large company – look at the processes from the inside and gain good experience.

You can try yourself as an Internet marketer in a small company or just a startup that starts. Most likely, there is no well-established marketing department there and they will let you “take it easy”. They won’t pay much, but this is a good option for gaining experience. Try to squeeze the maximum – to collect a portfolio, to make case-by-case cases. This will be your ticket to move to the next level, where you are no longer just a green beginner, but a person with experience in implementing projects and solving problems.

Many companies have been practicing promotions on various social sites for more than one year. Thanks to their activities, SMM – marketing has already accumulated enough knowledge and practical experience. By analyzing their activities, you can determine the most successful techniques and the latest trends that will help in the promotion and promotion of your brand in 2019. However, we have already done it! Bookmark this article if you plan to take your business to the next level. It will definitely come in handy for you!

1. SMM in several social networks at once.

If you thought to limit yourself to working with one social network – it’s better not to start. This is the last day. To reach the maximum potential customers, you will have to do SMM in several social networks at once. After all, ignoring some of them, you are depriving yourself of the opportunity to establish high-quality feedback with the audience of these sites. By the way, active communication with subscribers is another trend of content marketing in 2019.

Before starting an SMM promotion in social networks, you should consider a competent content strategy for all sites. Just duplicate articles and videos from one social network to another will not work. The audience at different sites is different, respectively, and the content should be different, adapted for subscribers. Of course, in this case, the work will take more time, and will require more effort from the SMM specialist. But it’s worth it.

2. Old promotion models are no longer relevant.

Everything flows, everything changes, including the algorithms that helped to promote the business on social networks yesterday. For effective work on attracting customers at different sites, do not forget to keep abreast, and study all the innovations of social networks popular in Ukraine. Well, or entrust SMM promotion to specialists who are aware of the most popular strategies for promoting a business on the Internet. And do not save. Creative and experienced SMM marketers will require a more substantial amount, but there will be much more benefit from their work.

3. Advertising on social networks.

Business is increasingly rapidly migrating to social networks, creating their representative offices at different sites. Therefore, advertising in social networks is becoming more effective and in demand. Accordingly, and more expensive. But what to do – such expenses are necessary if you want the business promotion business to progress successfully.

However, do not be sad – this tool quickly pays for itself, and leads a lot of new subscribers, which eventually become regular customers. In addition, the payment of an SMM marketer directly depends on the results of his work. Namely, from the number of clicks from an advertising post and further subscriptions. So the advertising budget will not be wasted.

4. More video content.

This trend, by the way, is not new at all. Videos began to gain popularity at the beginning of last year, and today this is one of the most important areas in content management and SMM.

Laconic, high-quality captured video is an excellent tool for promoting a business, completely replacing long texts. With the help of videos, it is easy to convey the necessary information to subscribers. An important detail – the videos should be interesting.

Separately, it is worth mentioning about streaming. Live broadcasts, which are conducted in real-time, have a great response from the target audience, inspire confidence among potential customers and contribute to the formation of a positive image of the company, open to customers. But this is only provided that the streams:

• informative and useful.
• Discover something new for people.
• Show your company from different (of course, good) sides.

By the way, in order to shoot videos, you don’t need to invest serious money in video equipment or special lighting – in recent times this can be done literally “on the knee” using a mobile phone. The main thing is to think through interesting content that will catch the attention of viewers.

5. Mobile applications of social networks.

Mobile Internet in Ukraine is becoming faster and more affordable, and the diagonal of smartphones is wider. Not surprisingly, to view news feeds on social networks, users are increasingly using a mobile phone. Especially often they “sit” on social networks during a transfer from home to work, and vice versa. This should be taken into account when filing your page with content. There is a tendency towards a more fluent familiarization with information and a decrease in the concentration of attention of users. Therefore, the content you want to convey should be easy to read even on the run and while traveling on the subway or on the escalator. But at the same time, do not forget about the long reads (we will talk about them later).

6. Expansion of the functionality of social networks and the capabilities of mobile devices.

SMM marketers constantly have to adapt to the innovations that appear on social platforms. And they appear with enviable regularity because developers adapt to the interests of users. For example, today’s fashionable stories that recently appeared on Facebook and Instagram are not just a whim of developers. This feature met the need of users to download temporary content and expanded their capabilities. As well as the capabilities of SMM specialists, by the way.

7. Interaction with potential customers.

For communication with subscribers, social networks provide many tools. But today we especially want to once again note the streaming. This is not only video content that is already cramping broadcasts (according to Media Today, 85% of users will choose streams on Instagram and Facebook, rather than broadcasts on TV ). This is an opportunity in real time to comment on what has been seen, to communicate with event organizers and other subscribers, to participate in promotions or sweepstakes. By the way, according to statistics, the form in the record is less readily commented on.

A striking example of the effective interaction of the company and the audience through the stream is the enchanting sale of tickets for the Coachella 2012 festival during the live broadcast of the festival, which was conducted by the organizing committee in 2011. It took only three hours to sell all the tickets for the event that will take place next year!

What to show in streams? Anything that can interest your target audience. For example, the manufacturer of sportswear and goods Nike shows its subscribers live broadcasts from sports matches.

8. Longrid – the trend of 2019.

Yes, yes, we do not contradict ourselves. Longreads are as demanded as laconic posts. Here again, “tried” advanced technologies and affordable mobile Internet. Thanks to them, users have a need for informative content, which will brighten up their leisure time while traveling in public transport. Therefore, alternate useful articles and short informational messages on your page, and you will be happy.

9. Disappearing content.

The Instagram trend was especially liked by Instagram users. What is the “trick” of disappearing content? The knowledge that the information will disappear after 24 hours encourages users to familiarize themselves with it. Thanks to statistics, you will know how many subscribers your message saw.

10. Native advertising.

Good advertising in modern realities is one that is perceived as useful information or recommendation, and not as an advertising message. How to create such an advertisement? Share useful tips or professional secrets related to your field of activity on the page. Selling shoes? Tell us how to properly care for her. Do you sew clothes? Share information on what things are in fashion today, or how to choose a dress according to your figure.

11. Promotions, sweepstakes, like-times.

These methods of promotion in social networks are already familiar and “run-in” by many SMM specialists, but from this, they do not become less relevant. The most popular and effective method is to give a gift for “likes” or repost. Not new, but it always works if you want to attract new subscribers and increase the loyalty of old ones. It can also be used to present new products or services of a company.

To summarize.

Also Read: Why Your Business Needs Email Marketing

The coming year, as you see, continues the trends of past years. The Internet space is gradually evolving, and the main trend of 2019 can be safely called the “humanization” of brands, and, accordingly, the content published for their promotion. Yes, and the SMM methods themselves today are aimed at establishing contact with potential customers. Aggressive advertising, direct calls to purchase – all this does not work today. Today, users of social networks value their time too much and are ready to give their money only to manufacturers who are fully trusted. And we dare to assure – this trend will continue to develop.

That will allow you to succeed, and create a positive image with potential customers:

• Interesting content.
• useful articles.
• High-quality streams and videos.
• promotions and quizzes.

The right web development companies and SMM professionals will help you with this.

To promote the sites, companies and projects try different techniques and techniques. The result can be achieved by an infinite marketing optimization, sure (crowdsourcing platform to help start-ups in the field of branding by experts in this field).

High employee consistency

As a co-founder of a startup in a highly competitive field, I quickly realized that we had to try new promotion techniques. After numerous trial and error, we found some really effective tactics. Although our startup did not survive, his lessons became invaluable to me. Here are some of the techniques that have proven most effective in our project.

But first, the most important point. For marketing success, a high level of consistency between the marketing, development, and technical teams is critical. Technicians must understand marketing and marketers in technology. In the modern world, technology plays a significant role in marketing optimization. Therefore, it is important for all departments of your team to be aware of a common cause and common perspectives.

1. Customize the site for different users

People come to your site as a result of various campaigns and through various marketing channels. Depending on where and by which campaign visitors came, they differ in “expectations” and “sales steps.” In other words, users are at different stages of getting to know the product, and they have different expectations from what they want to see on the site.

For example, they come to you “on coupons.” For such an audience, in most cases, discounts and products on stocks are interesting. And those who come from Facebook want to learn something new, interesting and inspiring. Only after you “carry them” do they move on to prices and other practical information. Many marketers spend a lot of effort into optimizing a landing page. Their goal is to make it consistent with the campaign that “brought” customers.

After the start page, it would not hurt to take up the rest. Even subtle (small, barely perceptible) changes in the content of the entire site increase conversion by 20% or more. These changes are made in order to “tailor” the site to the needs and interests of the currently prevailing category of visitors.

Examples of such changes:

• Automatically changing the algorithm for sorting products by pages depending on the campaigns for which customers come. If the campaign is “tailored” for coupons and discounts – displaying products with maximum discounts on the first pages;
• quick updating of banners on the home page. In the case of the same “discount” campaign – automatically show and update the banner “Discounts” (“Sale”) as the main banner;
• automatic “implementation” of dynamic (changing) content throughout the site depending on the visitor. For example, show sections “in trend” and “lookbook” to those who came after campaigns about the latest in the fashion industry.

You do not need to invest in super-sophisticated personalization technologies in order to improve the “dynamic” capabilities of the site. We used the Google Tag Manager to “identify the customer” and download content tailored to it. Here are a few steps to implement the idea of “dynamic content” with Google Tag Manager.

1. Contact 4–5 people representing your “target buyers”.
2. Target each campaign to one of these specific people. If you use UTM tracking in your marketing campaigns, you can add an “extra variable” to your URL. The goal is to provide the user with more relevant content. UTM tags are parameters (variables) that contain additional data. They are added to the landing page URL and allow you to transfer additional information about traffic characteristics to web analytics systems. When using UTM tags, you can track and analyze most traffic sources, but many advertisers either do not know about their existence or use them incorrectly.
3. Then, in Google Tag Manager, you can specify settings that dynamically update predefined “content zones” on the site, based on the user.
4. You can use JavaScript in the rules of Google Tag Manager to automatically set different sorting orders for your offers (depending on the user).
5. You can track the increase in conversion resulting from the use of “dynamic content” in Google Analytics.

Think of your site from the point of view of a competent seller. Such a seller understands the context of buyers and speaks a language that resonates with most of them. You can gather a lot of information about site visitors using the targeting criteria. Use this information and personalize the content of your site and its landing page in order to better control the visitor’s “movements” on the page.

2. The campaign should be as detailed as possible.

Many sites conduct “integral” (not divided by areas) campaigns aimed at people of different ages and interests. That is, everyone has the same information. I suggest acting differently. If you run a campaign on Facebook, create a detailed division of your ad sets (sets of advertising) into groups and areas.

This way you can easily identify well-performing segments that produce the best results. For example, my current startup is targeting entrepreneurs “in the early stages of business,” who may need help with branding. In this case, a detailed sorting of advertising content into groups will help you understand which of them works best.

Of course, this method can lead to additional costs. But in the long run, they are more than justified. You will get the opportunity to find the “pearls” among your entire advertising arsenal as early as possible and not spend money on segments that do not bring a return on investment.

When you optimize “ad sets”, change no more than one indicator at a time and measure the results. For example, do not change the content of the ads, the targeting criteria, and the number of costs for attracting a click. Otherwise, you will not know what exactly led to the growth or fall of the campaign results. Keep a journal of changes so that they can be tracked.

When you document all changes within 30–45 days, you begin to see interesting trends. For example, an advertisement with a time limit for an offer (“Only 5 hours left!”) Shows better clickability than without specific dates (“The sale will end soon!”).

3. Reasonably segment your “redirected” audience

Reconfiguration is a great strategy to turn recent visitors into customers. Additional segmentation will allow you to move even further in this direction.

First, you need to exclude all those who “jumped” from the site, only by going to the main page. This usually means that they are not interested in our services. I noticed a significant increase in ROI (return on investment, in this case – in advertising), excluding those who left the site immediately or after spending less than 60 seconds on it.

Then deal with customers who “jumped” from the last steps when making a purchase. They just need a little help. With those who “jumped” from earlier stages, you need to be more convincing. Segment the types of ads or activities depending on the stage at which the client left the site. Invest more in promotion among the readiest to buy. That is, among those who went astray in the final stages of the order.

Do not forget about time segmentation. Usually, the return from those who recently visited the site is greater than from those who were on it a week or a month ago. When forming the division “by time” do not forget to exclude the earlier “category”. For example, those on the 24-hour list should be excluded from the “three-day list”. Thus, these two audiences will not “overlap”, and they will not receive the same offers. You can set exclusion rules in Google AdWords using Custom Combination lists.

• Another important point. Set a limit on the number and frequency of ads so as not to annoy people. If you show ads too often, the result will be the opposite. I recommend no more than 5 impressions per day, and you can determine your optimal frequency yourself experimentally.

4. Determine LTV during optimization campaign

LTV (Lifetime Value, or lifetime customer value) is the total profit of the company received from one client for the entire time of cooperation with him.

For example, your site sells products of different price categories. And you see that products with a discount or products at the lowest price give the highest level of conversion. When you see a conversion, you can decide what to invest in exactly the campaigns that bring the best conversion. But this is not always the right decision. If the campaign is focused on discounters, how much money will they ultimately bring you?

Analyze your campaigns in terms of overall profitability and profitability. It is quite possible that the most successful campaigns are those that gave less conversion, but they “sold” more expensive products. Another indicator of the success of the campaign is the arrival of buyers with high potential for re-purchase.

Your ultimate goal is the overall profitability of the project. Therefore, marketing expenses should be based not only and not so much on conversion. The main criterion is the overall financial performance, including the “lifetime value” of clients received as a result of campaigns. When monitoring campaign performance, use indicators such as profitability and LTV.

5. Use automation

On platforms like AdWords, there are many automation elements. They will help you optimize the process on an ongoing basis. Do not misunderstand me! I do not propose putting the whole process “on autopilot” and I do not say that automation will do everything for you. But there are several basic levers that can be set in automatic mode, saving yourself time.

Here are some examples of process automation with AdWords.

Automatic increase in allocated funds if the keyword shows good financial results. For example, your goal is for customers to cost you no more than $ 25. In this case, the goal should be to increase the number of “presentations” of advertising (the number of contacts of advertising with the audience) for keywords that bring conversion in the range you specify.

Automatic reduction of allocated funds if the keyword does not show the expected financial results. But before you lower it, you need to wait sometime to get the full picture. For example, your goal is for customers to cost you no more than $ 30. You can set the setting at which advertising costs will be reduced, collecting a lot of clicks, but at the same time bringing customers $ 40 and more.

Also Read: How Digital Marketing Changes Small Businesses

Marketing optimization is an ongoing process that has no end. Our tactics worked well in our case, but may not work in yours. The key to success is ongoing experimentation and testing.

The advent of digital marketing has brought about a change in communication channels. Channels can now be evaluated for various indicators. This assessment is done by marketers, conducting a comprehensive analysis.

The sales funnel has changed small business

This approach allowed the introduction of the concept of a sales funnel. What was previously available to large businesses has now become the norm for any successful small company. And this is the main benefit that small business received. A few years ago it was difficult for small firms to survive in the market because they did not have the privileges that large enterprises had.

Due to the use of efficiency parameters, marketing planning has changed towards pragmatism and consistency. The application of a systematic approach eliminates errors at the stage of the development of design decisions.

Marketing budgets have become transparent and focused on the end result. The transparency of spending ensured a competent and rational distribution of finances.

The effectiveness of contextual advertising (paid traffic) has increased in comparison with SEO promotion, whose tasks remained the technical aspects of optimizing Internet representations. Investing in contextual advertising has become more profitable. The cost of it quickly pays for itself.

Instead of gray link building and behavioral techniques, it’s time for content marketing. Communications went beyond the site, social networks became the intersection of business and customers. Now, company representatives can communicate with consumers of their products and services outside the site.

This simplifies and speeds up finding a common language with customers, helps to conquer their location, and form a loyal attitude. A loyal consumer quickly decides to make a purchase, encourages acquaintances to contact an organization to which he has built up trust.   

The improved concept of the sales funnel has helped achieve the following goals: 

1. Combined various promotion channels.
2. Strengthened strategic planning functions.
3. Provided marketers with reliable information (KPI).
4. Allowed to quickly make changes to the promotion of services (marketing optimization).

With digital marketing in small business, a new era has come.

Improving Small Businesses Through Digital Marketing

Due to the onset of digital reality, businesses had to radically revise their work in enterprises and organizations that specialize in the production of goods, sales and the provision of services. Now in small companies, automation dominates. The business has become more mobile and this is a big plus. Organizations are tired of suffering the costs of the human factor, which were especially significant at the peak of the economic crisis. 

All Internet marketing tools are subordinate to the solution of any of the two main tasks:

1. Attracting visitors to the site
2. Motivating visitors to perform an action on the site (the so-called conversion)

Useful actions for business can be different: your potential client, but for now, the site visitor can subscribe to the newsletter or download useful content (and you will get the lead), buy a product, order a service, sign up for an event, share your article on social networks.

There are several ways to achieve these goals: digital marketing itself, Internet advertising and content marketing. The basics of internet marketing include exploring ways to interact with the user and how to convey the necessary information to him.

Internet advertising brings you to the site traffic – visitors who clicked on your ad banner. Paid Internet advertising is placed in the form of banners on websites, in social networks, as well as contextual ads in search engines.

Paid Internet advertising types:

• CPV, Cost Per Visitor – payment only when a user moves from a banner to a site, and only unique visitors are considered who have come for the first time.
• CPA, Cost Per Action – an advertisement is paid when the user performs an action on the customer’s site.
  • And it can be either buying something, then an ad can be called CPS or Cost Per Sale, or a lead is leaving contacts, and the ad subspecies will be called CPL, Cost Per Lead.
• CPC, Cost Per Click – the most common and intuitive type of ad when paying when you click on an ad. CPC is part of a PPC (Pay Per Click) advertising model.
• CPV, Cost Per View (Cost Per Impression) – a charge for displaying an advertising banner to a user.
  • CPM, Cost Per Thousand (M – the designation of a thousand in Latin) – pay per thousand impressions, a type of CPV-ads / banners.

Internet Marketing Is The Science & Art Of Increasing The Targeted Audience

Free online advertising or affiliate program – exchange of banners between partner sites for more Internet audience and increase conversion on the site.

Content marketing solves the problem of attracting a visitor by providing useful information for a specific target audience. Content marketing also includes the promotion of content in social networks (SMM), search engines (content SEO), and email newsletters.

Internet marketing as a whole performs important tasks of informing the client about the product or service, motivating them to make a purchase, collecting and analyzing information about the target audience of the product and influencing the behavior of their target audience. Compared to conventional marketing, internet marketing can be called inbound – inbound – marketing, since it basically gathers customers to the site, rather than simply declaring advertising messages.

Web analytics is an important component of Internet marketing, which is responsible for collecting and analyzing data about the behavior of users on the site, gives an idea of the nature of the audience of the site, demonstrates the most effective traffic channels and the way users purchase. Owning Google Analytics tools allows you to get all this data.

Search engine optimization (SEO) also relies on analytics data, is closely related to content promotion and at the same time solves technical problems for better site indexing by search engines. Read more about the need for SEO in Internet marketing in a separate article.

Communication with the target audience is the most important component of promotion, it is included in the basic basics of Internet marketing. Communication channels are, first of all, the social network – Social Media Marketing, in addition, various forms for entering messages on the site, as well as communication with the user by e-mail – email newsletters and answers to customer questions. In addition, as an element of communication, it is worth perceiving buttons with CTA – call to action, a call to action on the site. Responsible for visual communication is the design of the site, which is created by the UI UX designer, based on the typical behavior of the user.

Digital Growth World Internet marketing course give a chance to master the basics of digital marketing, even for those who have very little free time.