How To Conquer Online Marketing in 2017
JAN 11, 2017 18:31 PM
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How To Conquer Online Marketing in 2017

By Drew Hendricks

The internet is eating the world, one industry at a time. Now that even the venerated fields of law and medicine can be done through your browser, it can safely be said that if your brand isn’t online, then you’re not interested in success. If you do have a website, but you’re not promoting it through online marketing means, then you’re letting customers and sales slip by you. Want to change your ways?

Here are the best ways to conquer online marketing in 2017, no matter how much - or how little - you did in 2016:

Start Producing Content

The best thing you can do for your brand in 2017 is to start producing valuable content that promotes not only your product, but proves that you’re a thought leader. This doesn’t take a lot of technical skill - you can do this with a simple blog. Every article that you publish, if written well, will contribute to your search engine optimization, or SEO, which will increase your ranking in Google when leads are searching for your product or service.

If you’re already investing in SEO, the next step is to update your strategies for Google’s mobile-first index algorithm, which has already begun rolling out. This update, as the name implies, mostly impacts mobile searches - which now account for over half of all queries for the search engine. If you’ve been considering building a mobile site or app (or even if you haven’t), 2017 is the year to take the plunge - the mobile-first algorithm will become Google’s primary algorithm in the next year or so.

Ask Your Employees To Help

One of the best ways to raise the esteem of your brand is to have your employees write reviews on Glassdoor, which, as one of the highest ranking websites, will show up whenever someone looks up your company’s name. Positive reviews will also not only attract more talent, but will allow consumers who are investigating your brand to rest easy, knowing that you’re an ethical and fair employer.

Having great Glassdoor ratings will also make it easier for your expand your business as you grow, as top talent will be eager to apply. Having the profile up at all will give your business more credibility, and will give your image an infusion of stability and respectability.

Investigate If PPC Is Right For You

If you’re interested in boosting your sales quickly as you ramp up more long term investments like SEO, make sure you consider pay per click advertising, or PPC. Given that even behemoths like Amazon use Google product listing ads, it’s safe to say that paid advertising is still alive and well - though a well thought out strategy is necessary for success.

 

If you’re just getting started with paid advertising, make sure to keep a handle on your metrics, and A/B test your results. By being diligent with your measurements, you’ll quickly find which keywords and bid levels work best for your business.

Get Social

Yes, I know, this point has been repeated everywhere, but it’s true - being present on social media is critical to your brand’s success, in the way that having an email was in the early 2000s, and having a phone number was before that. If you aren’t present on Twitter, you’ll miss out on complaints and feedback; if your brand doesn’t have a Facebook account, you’ll be blind to what your customers are interested in; if your B2B brand isn’t on LinkedIn, professionals won’t be able to find you.

Don’t worry, you don’t need to be on every network, but it’s important that you post regularly - at least every other day - on the networks that you deem relevant to your audience. This will vary based on your industry and brand, but the fact remains: if you aren’t on social media, where are you?

All four of these online marketing categories have the same goal: to make your brand as easy to find and communicate with as possible. Each one has its own function, and together, they complete your online brand presence; combined with your existing marketing strategy, your brand will shine like the sun to your customers. 

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