The biggest and most prominent digital marketing theme for 2017 is video marketing. Users have proven time and again that they consume content most rapidly in a video format. This is further supported by the fact that Facebook continues to invest into video mediums as highlighted by the recent focus in live video on their platform. If you sell a product, a quick 30-second video can do wonders for conversion. Remember, only half of watchers make it past the 60 second mark.
2. Email Still Matters
Many business owners hold the view that email is archaic as a form of advertising and marketing. This couldn’t be further from the truth. Email is still an incredible way to form your voice and inform customers and prospects. According to constant contact, the open rate for emails ranges from 11.06% (marketing, advertising, PR firms) to 28.45% (Religious Orgs). When compared to other mediums, this reach is largely effective considering the attention span of users in this day in age. A targeted email marketing campaign can still provide the highest ROI when paired with a cohesive digital marketing front.
9/10 marketers say email marketing is their best digital marketing channel.
3. The longer the post, the better
A Moz & Buzzsumo study analyzed the shares and links of over 1 million articles & found that long form content over 1,000 words garnishes more shares and backlinks than shorter content. To put it simply, users (and search) engines prefer longer posts, so try to dig deep when writing your next post! No amount of strategic digital marketing can help if you simply aren’t creating content worth reading.
4. Voice Searches
With the release of hands free voice control enabled devices entering our homes, our search habits have changed. According to a report done by The Internet Trends, voice searches have increased to 10% of all search traffic as of June 2016. Expect this trend to continue into 2017 and remember that with a new search habit comes a new way to market to users.
5. Page Speed And SEO
Google continues to do what they do best (and what frustrates us the most) – change their algorithm. Early indications released by SEO professionals and representatives close to Google have shown that page speed is becoming more important than ever, and will have an increased weight to overall SEO metrics in 2017. Check your page speed here.
To that point, it is becoming more important to address your SEO and web function as old, slow unresponsive sites of old could be taking an SEO beating. By ignoring SEO, companies are now leaving money on the table.
6. Keyword Density. Enough is enough
This trend isn’t new, but it was worth mentioning. Don’t spam your users! Keyword density has been an issue for years now, however, webmasters and bloggers alike continue to tag posts with as many keywords as possible. This practice is actually negatively affecting your SEO as Google views the excessive use of keywords as spammy – especially if the post is designed to show those chosen keywords as much as possible. The end result is a post that feels forced and a potential hit to your rankings. Instead of focusing on a blanket of keywords, users should focus on selling their content with title tags and meta descriptions. You might be shocked by the result. We recently had a client rank for ~20 keyword phrases simply by having a unique title and description.
7. Automation Is Out
Social Automation has died as quickly as it was born.
Have you ever seen a twitter exchange where a customer complains about an experience, and the company tweets back something unrelated or out of context like, “Thank you for your feedback. We love hearing about happy customers.” It happens more than you think, and is absolutely detrimental to brand loyalty and your online presence. If you haven’t been so lucky as to have seen one of these exchanges, we have provided one below:
Don’t go viral because you automated your social presence. Hire an agency or a dedicated staff member to apply a personal touch that users demand. We aren’t just saying this because we provide social media management, although, we do and are awesome at it!