Since Google dominates the results that businesses get from search engine marketing our summary of the search trends here focuses on Google. Carolanne Mangles reported for us back in August on some of the biggest changes Google made in 2018, many of which will be deployed and evolve in 2019. The most obvious change is the launch of the Google Marketing Platform which saw AdWords renamed to Ads and the Doubleclick ad platform and analysis tools like Google Analytics, Data Studio, and AB testing through data studio more tightly integrated.
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Whatever your overarching goal is, you need to know how to measure it, and more important, actually be able to measure it (e.g., have the right digital marketing tools in place to do so). How you measure the effectiveness of your digital strategy will be different for each business and dependent on your goal(s), but it's vital to ensure you're able to do so, as it's these metrics which will help you adjust your strategy in the future.
Tech Republic notes that there have been over 3,800 data breaches within organizations – in 2019 alone! While the hacks at huge companies like Yahoo, Facebook, Equifax and Marriott make the headlines, there are plenty of breaches at smaller firms, too. As a result, just 25% of consumers believe that most companies handle their sensitive personal data responsibly.
Digital strategist Dr Dave Chaffey is co-founder and Content Director of marketing publisher and learning platform Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. To learn about my books, see my personal site Digital marketing books by Dr. Dave Chaffey. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.
As our CEO, Lee Odden, often says, “everyone is influential about something.” B2B influencer marketing isn’t only always about pairing your brand with a celebrity spokesperson. Influencers can range from popular industry speakers and authors, to boots-on-the ground industry experts and up-and comers. Our unique approach to influencer marketing can help you reach your target audience by building relationships with influencers who already have industry authority and credibility, and match your brand’s values and those of your prospective clients.
Businesses should also focus their outreach efforts on using voice engine optimization. Marketers must use a more natural language SEO to create content accordingly. This requires them to think what their target audience may use in their voice queries as well as focus on long-tail keywords because searchers are likely to be more specific when asking a question. For instance, in one question, a shopper may request information about time, price, location and other details which sound heavy for written search queries.
Make a list of your existing owned content, and rank each item according to what has previously performed best in relation to your current goals. If your goal is lead generation, for example, rank them according to which generated the most leads in the last year. That might be a particular blog post, an ebook, or even a specific page on your website that's converting well.
B- Link building: This involves getting reputable websites whose content relates to yours to link to a page on your website with specific keywords highlighted. For example, if your event centers on urology, then you would want a well-known urological website to link back to your event, and the hyperlink should contain keywords like “2018 Urological Association Event” and not “Click Here.”
#3 Marketing automation and email marketing - This is also a perennial feature in our top five and it's no surprise since, like content marketing, it's effective for both B2C and B2B marketing. While some more mature organizations will make improvements through use of AI, other less mature businesses will benefit from improving the relevance and timing of their emails through using rules-based automation and personalisation.
Your digital marketing strategy might incorporate elements of all three channels, all working together to help you reach your goal. For example, you might have an owned piece of content on a landing page on your website that's been created to help you generate leads. To amplify the number of leads that content generates, you might have made a real effort to make it shareable, meaning others are distributing it via their personal social media profiles, increasing traffic to the landing page. That's the earned media component. To support the content's success, you might have posted about the content to your Facebook page and have paid to have it seen by more people in your target audience.