Boosting your website marketing efforts in 2019
In this day and age, a business must have a strong digital presence in order to be an effective marketer; after all the world wide web is where so many people spend much of their time and money. So, it makes perfect sense to get in on the action and join those businesses marketing their products and services to target audiences that lay in waiting.
But, in 2019, standing out from the competitor crowd isn’t always an easy feat.
With so many updates and algorithm changes taking place on various social media networks, businesses can often lose sight of the bigger picture and leave one crucial online platform behind: their website.
Thankfully, we’ve got the inside scoop on what it takes to step up your website marketing efforts and implement a strong strategy for 2019.
Social media versus websites: Who comes out on top?
You’ve heard of Fury, Mayweather and Ali, but today in the red corner we’ve got social media and in the blue, websites.
Long ago, before dog filters and live streams, websites ruled the roost.
However, it wasn’t long before MySpace, LinkedIn and of course, Facebook were born and started making waves in the online community. Now, in 2019, social media’s worldwide penetration is showing no signs of slowing down. Latest figures from Statista show there are currently 2.77 billion social media users around the globe, showcasing a 1.95 billion increase from 2010!
With benefits ranging from increased brand awareness to ease of promoting products, it’s no surprise many businesses asked the question:
“Why do I need a website when I can just use social media to promote my business?”
Well, here’s why websites are such an integral part of your online marketing efforts.
Why websites are so important
On social media, a business is somewhat at the mercy of that particular platform, with limited leeway to customise how its customer experience plays out. With set rules and regulations to adhere to, if you make a mistake, the platform may choose to cancel your space on its site leaving your reputation and revenue at risk.
This is why it’s crucial to combine the benefits of social media with the control and stability of a website. Your website is created to reflect your brand, product/service and your business’ identity and gives you complete control in the management of your site. Think of social media as a tool to attract people to your site where conversions can then take place – almost like stepping stones!
However, it’s no use blindly posting content whenever you feel like it – you must have a plan in place, otherwise known as a website marketing strategy.
What is a website marketing strategy and why is it so important for 2019?
A website marketing strategy is a plan of action that relates to all marketing efforts associated with your site. This strategy often includes the steps you’ll take in order to achieve your specific website marketing goals, such as generating more leads or increasing conversions.
In 2019, having a strong website marketing strategy in place is more essential than ever. If you know what you want to accomplish but don’t know how to get there, you’re setting yourself up for failure
This is why it’s important to stay on top of changes and updates. Doing so will ensure your strategy remains relevant, smart and competitive.
So, what are the tactics that can help your boost your website marketing efforts in the present day?
Understand and implement voice search
“Siri, show me the best doughnuts in Melbourne.”
“Alexa, what are the most popular digital trends right now?”
The above examples are just two questions people may ask their smartphones, after all, the three big names in phone operating systems (iOS, Android and Windows) support voice activated search.
Back in 2011, when Siri was first introduced by iOS, mobile users enjoyed the theatrical element of asking the in-house robot some pointless questions. Fast forward eight years, and Google estimates that 20% of its searches are conducted through voice, But that’s not all. In 2020, ComScore predicts that 50% of all searches will be through voice activated operations!
While it’s clear that there’s a serious demand for voice search, what does this mean for businesses?
Basically, if you want to boost your website’s marketing efforts in 2019, you must leverage voice search optimisation.
Voice search optimisation refers to the way in which businesses online ‘enhance’ their content for voice search. The ultimate aim of this is to earn the featured snippet spot in the search engine results page (SERP) for keywords related to your business and target audience. For example, if someone asks, “Siri, show me homeware shops in my area”, you’ll have hopefully adapted your content to appear in the number one spot. By ranking in this position, your business increases its online visibility, which can lead to more website visits and hopefully more conversions!
In order to cater for voice search intentions, your website and content must:
- Be mobile friendly.
- Provide concise answers to questions.
- Include and target long-tail keywords.
- Focus on action queries.
- Be up to date with opening hours, business name, address and other important listing details.
Tune into chatbots
Staying on the subject of Siri and her voice-activated counterpart crew, this group of technologies is also known as a type of chatbot.
Don’t worry, chatbots aren’t as scary or complex as you think, and it’s important you’re aware of what they are and how they work.
In its simplest form, a chatbot is a computer program that aims to replicate human conversation, through text or voice with a user’
They offer a variety of different purposes, such as recommending products, answering questions and having conversations with people on your website.
For brands looking to boost website marketing efforts, implementing chatbot technology should be a top consideration for the following reasons:
- Collect and analyse customer data: Since chatbots are interactive tools, they’re capable of gathering customer insights and feedback. Such information can help improve your products/services and even make your website better for users.
- Save time: Chatbots can provide fast, automated answers to a range of common questions customers may ask. This ensures consumers gain the information they need in the quickest possible time, without having to wait on hold or email your business. In turn, this increases customer satisfaction.
- Make communication with your brand more fun: Chatbots offer a new way of communication and ultimately make your brand appear more up-to-date and interesting – two qualities that help separate you from the competitor crowd.
With great benefits like the above, it’s hardly surprising chatbots are becoming a crucial part of website marketing in 2019. Are you ready for the rise of the ‘bots?
Get involved with video
YouTube is more than just the home of cats playing pianos and channels dedicated to hydraulic presses crushing an array of household objects (if you haven’t already, it’s worth a watch!) In fact, YouTube, as reported by endless sites and reports, remains the world’s third most visited platform, after Google and Facebook. However, we’re not done yet. In 2019, a whopping 87% of internet users in Australia watched videos online, according to data published in a joint We Are Social and Hootsuite report.
With more and more people choosing video content over other mediums, businesses can’t afford to miss out on including video in their website marketing efforts.
But why is video such a sought after content medium?
It’s easy to digest: You’ve probably heard the phrase, ‘a picture speaks a thousand words’, so just imagine what a video can offer! Your consumers can learn a great amount of detail in a matter of minutes, all while staying engaged on what you’re offering.
It’s sharable: Click and share. It’s as easy as that. If you spend time creating a captivating, attractive and informative video that’s useful for your target audience, why wouldn’t they want to share it with their friends and followers? Giving them the option to share your video content helps spread your brand awareness and reach a wider pool of people.
It’s great for SEO: Google rewards businesses who offer relevant and engaging content by ranking them higher on the SERP. Importantly the search engine favours video content as it ticks the boxes of ranking requirements (presuming it is both relevant and engaging, of course!)
You don’t have to possess the director and producer prowess of Spielberg to reap the rewards of video content. All it takes is a good idea (behind-the-scenes previews, employee interviews or new product reveals), a strong story and great visuals to create compelling and captivating video content!
Content marketing still matters
While we’re welcoming a plethora of new technology and bots, there’s one strategy that has been around for a number of years but shows no signs of slowing down: Content marketing.
No business can deny the benefits associated with publishing regular, relevant and engaging content. Doing so keeps you visible to both your target audience and search engines, as well as increasing your credibility and building trust – qualities that lead to higher page views and rates of conversion.
So, what’s changed with content marketing in 2019?
For starters, Facebook announced a change to its algorithm to favour posts from users’ loved ones over businesses on the platform. As such, companies have had to adapt content when posting on the popular social media site. They must place a bigger emphasis on ensuring content sparks emotion and therefore encourages users to interact.
Due to stronger competition and more businesses battling for the number one ranking position, it’s getting harder to get your content reaching the right people. As such, more and more brands are turning to a combination of organic and paid options. Together, this amalgamation can drive growth and generate substantial ROI for your marketing efforts.
Publishing regular and valuable content keeps Google on your scent for the right reasons, while employing paid ads now and again gives it a boost to help it reach further afield.