On January 11, Google’s manager of New Partner Development in North America, discussed the best practices for businesses looking to sharpen their online marketing presence. Whether the goal of the new year is improving your Google search ranking or increasing engagement, 2018 is the time to take your online business to the next level. During his seminar at AmericasMart Atlanta, Tucker detailed four important steps to success.
- Think mobile first
According to statistics by ComScore, 69% of a user’s average of media consumption is on a smartphone, and 80% of social media content is viewed on a mobile device. In today’s world, it is crucial for all businesses to accommodate for mobile and social-first users. The five second rule rules that if a website does not load within a few seconds, users will abandon it. Another way to make a site mobile-friendly is to have relevant content available whenever a user clicks on your page. “Sixty-one percent of people leave a mobile site if they don’t see what they are looking for right away,” said Tucker. For more information on mobile marketing trends in the new year, click here.
- Engage users with unique content
Even if your site loads fast and looks good, it still does not guarantee optimum results. Relevant content, promotions, and messages that users want to share with others are what drives engagement. They can be divided into three categories: evergreen (always relevant), in-depth and trending content. Each of these offers different yet useful insights to consumers. The average session time the average user spends on YouTube is around 40 minutes. Additionally, to further engage consumers, make sure the content leads to other related articles, promotions or information that encourages them to stay longer.
- Leverage social media
In order to increase social media engagement, Tucker says to post regularly, have catchy captions, and include a clear call to action. Social media pages should not be used to just repeat all the information available on your website. It is a good place to publish short, bite-sized content that can capture a user’s attention and drive more website traffic. For example, Tucker said to place a Facebook teaser about a new product launch or promotion. Make sure to include a clear call to action, such as a direct link to your website, pricing options, and launch date.
- Monetize your site to unlock revenue
Seeing a return on investment on all the hard work you put into your company website is something all companies strive for. Google’s AdSense offers companies an easy way to create ads in preferred formats and locations.