Top Digital Marketing Tips In 2020
2020 is almost upon us and it’s safe to say that 2019 has been a whirlwind of Google broad core algorithm updates, eye opening social media developments and SEO trends to watch. But, what’s here to stay in the New Year?
With marketers and advertisers alike putting at least 51% of their marketing budgets into mobile ads and mobile-based voice searches growing by 20% this year online, the team at Absolute Digital Media have compiled some of their top digital marketing tips for 2019.
Table of Contents
- Embrace Paid Social
- Utilise Your Existing Content
- Repurpose Your Content More
- Optimise For User Experience
- Diversity Your Marketing Strategy
- Focus On Localised Campaigns
- Keep Up With The Latest Trends & Technologies
Embrace Paid Social
Whilst we have seen a significant growth in the use of Social Media for business over the past year, Paid Social is slowly taking rein. It’s a trusted marketing channel which helps to increase revenue and keep loyal customers coming back for more, allowing businesses to target their audiences in a new, modern way.
Whilst an organic social media advertising allows businesses to showcase their brand values, paid social takes it a step further, enabling businesses to target specific people. Some of the options available include location (such as Everyone in this location, People recently in this location and People travelling in this location), gender, relationship, gender, generation, life events, interests and event purchase behaviour.
Remarketing is also a viable option for a number of businesses, targeting people who have recently visited their website. Users can also be remarketed to via a custom list of emails, telephone numbers and Facebook user-IDs.
So, with more than 3 billion people actively use social media, it is likely to more and more businesses will jump onto the Paid Social bandwagon in the New Year.
Utilise Your Existing Content
Businesses are often mistaken that to boost their sites SEO, they need to write pages upon pages of new content. However, Google has reminded us that rewriting your content won’t necessarily boost your sites ranking and instead, we should focus on improving content that is already on the page.
Following numerous broad core update rollouts in 2019 including BERT – “a new way for Google Search to better understand language and improve [its] search results” – Google shared the same advice over and over again:
“Broad core updates are often broadly noticeable. That’s why we have shared about them since last year and even preannounce them, plus provide the actionable guidance that there’s often nothing to “fix” and emphasize instead having great content…”
“If we don’t share about them, there is no particular actionable guidance to follow nor changes to make other than to keep focused on great content…”
Following the update, Google updated its Webmaster Central Blog, explaining what webmasters should know about Google’s core updates.
Repurpose Your Content More
Often in the marketing world a piece of content is shared once before being forgotten about. However, in 2019 we saw a significant rise in the creation of evergreen content and the way in which brands repurpose their content for different purposes – and there are several benefits of doing so. With over 300 hours’ worth of video being upload to YouTube every minute and 2.75 million posts published on WordPress each day, it can be difficult to cut through the noise, but by repurposing your content, you can hit multiple different targets at once. Consider:
- Creating content from content
- Creating infographics
- Turning a guide into a eBook
- Creating an audio version of your existing eBook
- Recording a podcast
- Creating a video
Optimise For User Experience
We’ve all heard that by 2020, half of all searches will be voice-based and that 30% of these searches will be conducted using a device without a screen such as Amazon’s Alexa or the Google Assistant. But what does this mean for businesses, SEO’s and marketers?
When optimising for user experience, you need to consider 5 key factors:
Ensuring that your site is easy to navigate and mobile responsive is just two ways you can reduce your sites bounce rate.
A well optimised call-to-action will prompt visitors to take the desired action, boosting the conversion rate of your site.
No matter how well you think you know your customers, there are always new insights available to enhance user experience.
Cross-Channel Marketing Capabilities
Ensuring that your website is mobile-ready is no longer an option. If you want your brand to stay afloat, it needs to be suitable for Google’s mobile-first index.
Content is king and it always will be. Creating quality content is the most prominent factor when it comes to making sure that your website is well optimised for user experience.
Diversify Your Marketing Strategy
Regardless of how big your marketing budget is, the chances are that it still won’t get your very far. With this in mind, you must carefully select the marketing channels that will generate the desired returns in order to hit targets and achieve various objectives. To do this, you need to have a clear understanding of your target audiences, their interests and where they can be found online. Instead of opting for “generic” marketing channels, to cut through the noise, select niche sub-channels such as YouTube or social media groups to help diversity your strategy.
Focus On Localised Campaigns
In addition to diversity your marketing strategy, you should consider how a localised campaign could help take your SEO to the next level. Allowing you to easily marketing your business to a local audience online, a localised campaign can help to build greater visibility, creating more foot traffic. One way you can do this is by setting up Google My Business and ensuring your NAP (Number, Address Phone Number) is correct across all mediums.
Keep Up With The Latest Trends & Technologies
Keeping up with the trends goes without saying, but it really will help to support your businesses online and offline activities for the years to come. From new technologies, to rare opportunities to stand out from the crowd, each and every trend should help guide your marketing strategy and drive your businesses success.
Whilst monitoring trending hashtags and topics on social media can aid your efforts of keeping up with the latest trends, Google Alerts and marketing blogs are viable sources of new data and emerging trends. Search Engine Journal and Social Media Today are two of our favourites!
For more information about the digital marketing trends set to configure 2020, get in touch with a member of our expert team on 0800 088 6000, today.