Leap Online Marketing Offers Digital Marketing Tips for 2016

January 12, 2016 - As we begin the new year, it's time to review your digital marketing strategies and ensure that you're doing all you can to create the most effective online presence for your business.

Responsive Design - 2016 is the year to kick up your responsive website presence. Google has already given signals that how pages work on mobile will be instrumental in mobile search rankings. In April 2015, Google rolled out their mobile-friendly update, announcing that they would be boosting the ranking of mobile-friendly pages on mobile search results. As a result, many scrambled to put a quick and simple solution in place. Make sure to include a budget for responsive optimization in your 2016 digital marketing budget and be ready to bring mobile to the next level (i.e. a well functioning, user-friendly responsive website). Each web page should be evaluated for it's responsive quality and optimized thereafter. This may mean that you need a new website, but if you don't get on the bandwagon now you can expect a drop off in traffic as Google starts prioritizing responsiveness.

Mobile Purchase Verifications - Did you know that 90% of consumers use mobile devices while shopping in store.? Make sure your own website is responsive and include reviews on your website for social proof and to build trust. Consumers are looking to verify the purchase they are about to make so ensure that your website answers the questions they have in mind.

Interest-Specific Website Searches - Recent research by Website Magazine shows that 80% of product searches start on Amazon.com. This supports the trend of search growing on interest-specific websites. Consumers now have a multitude of options for search. Pinterest is a big player in fashion, food and craft searches, Houzz is a go-to resource for interior design and home remodeling, and Tripadvisor is exploding with searches related to travel. While you should still keep a solid SEO strategy in place, make sure you are also ready to bat where your audience is playing. Claim and optimize profiles and engage with your audience on these resource type websites.

Website Security - Google reported in October 2015 that they've seen an 80% increase in hacked websites. Hackers can bring your website down or they can add code is to your website without your knowledge. This can flag your site as hacked and Google will drop your rankings faster than a hot potato. For 2016 make sure you have a website security plan in place. It should include a firewall, backup plan and regular maintenance in order to cover all bases.

Video - We've been saying it for a couple of years already but many small businesses still aren't utilizing video to maximize their marketing. If you need a few reasons to include it in your 2016 budget, here you go:

Video tells a story you can't tell with words or photos

Video is a search engine ranking booster beyond any other tool

Video can be used in many ways: on your website, social media, email marketing, TV, on location, for presentations, on directory and review websites, etc. The mileage you can get out of video is well worth the investment

Youtube is the #2 search engine in the world. You need to be there.

Email Marketing - Email marketing is not the sexiest tool on the planet, but it's a workhorse. According to Website Magazines' November 2015 edition, "results from taking full advantage of the email marketing channel are unmatched in the digital realm today." Email can be incredibly dynamic when applied in the right way. As with everything else, mobile continues to be a top requirement for successful campaigns in this realm as well. Email marketing should be part of your digital strategy for 2016. Put a plan in place to grow your email list and considering capturing sales/leads with landing pages and make sure your campaigns are optimized for mobile. We prefer Constant Contact as our email marketing tool, you can get a free email marketing 30-day trial here.

If you want to see your business grow in the new year, you need to ensure that you have a strong digital presence. Keep these tips in mind as you plan your marketing budget. If you have questions or are considering a change to your online plan, contact me at evy@leaponlinemarketing.com.

About the Author
Evy Hanson has more than 15 years' experience in marketing, including corporate marketing and extensive agency experience. With the goal of helping small/medium businesses transition into the online marketing realm, in 2011 she found her niche and started her own agency – Leap Online Marketing, with clients all over the United States. For more information please visit leaponlinemarketing.com.