How to Make 2015 a Year to Remember for Your Business
2014 was the year websites went mobile, social networks got commercial, content became visual and SEO turned tactical.
If digital marketers have learnt anything from the last 12 months, it’s that the pace of change is getting faster and the need to adapt is more critical than ever.
With 2015 now firmly in our sights, one thing is certain: The new year brings fresh challenges and will come with its fair share of surprises.
So we’ve looked back over 2014 to highlight the lessons we learnt, explain how they impact your business and look ahead to the emerging trends you need to be aware of as you plan your strategy for next year.
Lesson 1: Keywords are not your target market
This statement is not as obvious as it sounds. Distinguish between who your product or service is designed for and how these people find you when they begin their research.
Lesson 2: What is your real conversion rate?
Your real conversion rate is the percentage of leads that became customers, not the number of website visitors that become customers. What does this number tell you about your digital marketing strategy? Not every visit to your website is a potential sale and you are kidding yourself if you think otherwise. People come to your website for a variety of reasons such as looking for a phone number, a job opportunity, to find a link to share with a friend, to check the status of an order.
Lesson 3: Measurements are not one dimensional
Customers often have multiple touch points with a business before they make a decision to buy. How do your website and social pages move visitors through the marketing funnel towards becoming a paying customer?
Lesson 4: A website is not enough
How you tell your business story through the content of your website and social pages, and promote it through search and social advertising will determine how much success you’ll have getting traffic and converting visitors to customers in 2015.
Lesson 5: Clean up your links
Getting a professional to focus on cleaning up your link back yard is mandatory. Elementary errors are easy to make but can be costly and take months to recover from.
Lesson 6: Re-marketing is no magic pudding
Everyone wants a slice of the re-marketing pie. But unless each piece is pitched to the right palate, you can forget about it being to everyone’s taste. The only way to get consistently good re-marketing results is to personalise the message and segment it to the right audience. Re-marketing is the greatest gift we have. Don’t abuse it!
Lesson 7: Social Networks are changing
Facebook, Twitter and other social networks like LinkedIn, Pinterest and Instagram will become more focused on revenues and force businesses to spend more money to reach their existing audience and attract new followers. Targeting the right audience will become even more important in 2015. Personalisation and segmenting messages to defined markets will also take on more significance.
Lesson 8: Measure less and act more
Focus on the metrics that count, like sales, percentage of leads to sales, percentage of site visitors to sales. Traffic is one thing but activity doesn’t mean results. The opportunity to personalise has never been better.
Lesson 9: SEO is a whole lot smarter
Major changes to Google’s multitude of algorithms mean it is harder than ever to manipulate search results. Trying to cheat or game Google is a waste of time. What’s more, the penalties for getting caught out are bigger than ever. Focusing on quality, fresh, original and unique content is now the name of the game to get your website up the rankings ladder and to make it more relevant to your customers. And don’t forget how Google is increasingly rewarding positive social network signals in search results.
Lesson 10: Digital marketing *is* marketing
Five factors have fed into the huge growth of digital marketing: 1. The relatively low cost of entry. 2 The massive potential reach. 3. The speed with which it can generate results. 4. How accurately it can target an audience, and 5. The ability to easily track performance. The genie is well and truly out of the bottle.
Lesson 11: Choose your channels
Some digital channels are working much better for some businesses than others. Find your right channels, whether they are SEO, PPC, Social Media, blogs, email marketing, or – as it is more likely to become – a combination of them all.
Lesson 12: Mobile takes over
The shift to the mobile Internet was well and truly on in 2014 and will continue next year. Gearing your website, advertising and content to this growing market is a no brainer.
What the experts are saying about the trends to watch out for in 2015
Don’t make the same mistakes next year.
Start by ordering a Free Annual Review of your website from roi.com.au, valued at $150, so you’re ready to face the challenges of 2015.
What are the lessons you learnt in 2014? Let us know in the comments section below.
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