10 digital marketing tips
London Digital Marketing Show
The Uprise SEO & Social Media Team have been inspired to share the latest trends and innovations in digital marketing. After visiting a national Digital Marketing Show in London, here are our top tips to look out for in the future.
1- The 3 main questions consumers ask when looking at a website
When a consumer first appears on your website, whether they know it or not, they will ask themselves three questions:
Where am I?
What should I do?
How should I do it?
If the website fails to answer these 3 questions then the user is more likely to bounce from the site. Google’s new algorithm will view this as proof of a site’s unsuitability and drop it down the Google rankings.
2- Hummingbird: What are the changes?
Hummingbird, the social algorithm implemented by Google in September, was their biggest change since ‘Caffeine’ in 2010. The main improvements to Google were:
Precision and speed – Google now aims to find exactly what you want quicker and more effectively.
Long tail searches – Google can deal with search terms up to 7 words long.
User intent – Google now aims to understand what you’re searching for in order to give you better results.
Social platforms – the more you tweet and share, the more Google sees you as an authoritative website.
3- How long it takes to engage a website user
When a user first appears on your website it takes them all of 3.8 seconds to be engaged. If they are not satisfied by your site they will leave and search for a more interesting and valuable website. One of the key features a website has to portray is trust, if people don’t trust you they won’t use your site.
4- 5 tips to build a better mobile site
In 2013 eBay received over $2 billion in mobile sales alone. Well-built mobile sites are now critical for users. Top tips include;
- Design from the user’s perspective – cut the clutter, make sure the mobile site is clean and simple.
- Target the most popular user devices – you can’t have a perfect site for all mobile devices so make sure it’s optimised for the main 6 (Apple, Android etc.).
- Enhance user experience with mobile specific HTML – make sure it’s easy to use and that there’s a link to your desktop site in order to provide further information.
- Put usability first – design the perfect mobile site then look at the technological solutions to bring it to life.
- Think like a consumer – make sure you understand every piece of information about your customer, how they use your mobile site and in what context.
5- Fake fans
Santiago Swallow, or Kevin as he was known in the real world, set up a fake account and filled it with bogus claims about himself. This was an experiment to prove how easily you can be hoodwinked on social media.
If accounts suddenly appear overnight you should be wary, the influence measurement website Kred can identify if Twitter Profiles are legitimate. If you follow one of these fake profiles, it may lead to your details being sold on to a third party.
6- How to market your mobile presence
Make sure you know who your customers are inside and out, once you know this you can build a mobile site that fits their demographic perfectly. It’s important to get ahead of the game before your competitors do.
7- 2014’s content marketing insight
Whilst 2013 was the year of personalisation, 2014 is predicted to be the year when content marketing grows up. If you can’t sum up your content within a tweet then you’re going to struggle. We don’t digest information like we used to and imagery is becoming more important to convey content. Make sure that content is viewable, shareable, actionable, memorable and mobile optimised.
8- Tips to increase your email marketing
Many companies miss out on integrating social media and email marketing to generate new leads. After an eshot campaign make sure that you follow and tweet anyone who opened your emails, then give each of them an incentive to stay in touch with you. Connecting your eshots to Facebook also means that anyone who received it will have your advert added to their personalised ads.
9- Building the ultimate website
If you want to build the ultimate website you need to optimise your most used pages, so find out where visitors are landing and exiting. Create a strategy and prioritise your action points, know your visitors and build a journey for them that’s easy to follow. Identify which pages are used most and build on that success. Start small, get the little things right and expand upon them when you’re ready. Finally, analyse through AB testing and compare your site with your competitors, as well as sites from different sectors.
10- Social Intelligence
Social media tools such as Trufflenet can track the sentiment scale for brands, scanning the internet for clients and search keywords in any language, including slang terms. These phrases are tracked from users on social media and warnings are sent to clients when their reputation is about to be jeopardised from social media clients. Trufflenet doesn’t solely automate its search for these terms, there’s a human sat at the other end checking the relevance of these terms too. It’s worth remembering that things can be exaggerated on social media, and some people’s idea of a joke can be taken out of context.
Written by Claire Fisher, SEO Account Executive.