5 digital marketing plan resolutions

January 25, 2016 -  By

With the new year upon us, we’re all promising ourselves this year is going to be the best one yet. So keeping with the theme of New Year’s resolutions, 2016 should be the year you turn to a better digital marketing plan to help achieve your company’s goals.

Start off on the right foot with these five resolutions that will transform your digital marketing plan into a lean, mean, lead-generating machine.

1. Optimize your website around quality content—not keywords. If you work with a search engine optimization (SEO) company, you’re probably presented a monthly report on the keywords your company currently ranks for on Google. While celebrating your “page one” keywords, think about what the customers’ experience is like when they land on your high-ranking pages.

Remember, great content is what people respond to—not great meta tags, H1 tags and other SEO tactics. This means you should focus on content written for people rather than Google. Put your efforts toward quality content that people will enjoy reading, adding important call-to-action buttons that convert visitors into leads.

How does a company develop great content? One way is to focus on FAQs your team gets when answering the phone. You can gather this information by providing everyone on your team with blank legal pads. Give them a gift card for every 10 questions from customers they list. Incentivize them to provide you with topics to fill your website pages with valuable content people will enjoy reading.

2. Give paid social media a chance. I often hear that social media “just doesn’t work.” I agree it’s difficult to gain a positive ROI on your organic posting efforts, but paid social media advertising with Facebook allows you to highly target different segments of individuals with your content and sponsored posts and achieve a good return on your investment.

Using Facebook alone, you can highly target consumers by valuable options like demographics, geographics, psychographics/behaviors and more. You also can create custom audiences that allow you to upload email lists and target just those people. To learn more about Facebook Advertising, sign up for free training at Facebook.com/blueprint.

3. Kill your email newsletter. If you’re still sending out monthly newsletters focused on your company, employees, offers for new products and funny jokes, stop it! Now, I’m not saying stop sending emails; I’m saying stop sending emails about you. Instead of focusing on things you think are important, create articles that help your customers’ lives. Create engaging content that helps them enjoy your products better.

Better yet, focus on separating your consumer base into segments and create content that’s specialized to them. If you individualize the information you’re delivering, there’s less chance readers will unsubscribe.

4. Optimize landing pages. A landing page is a specific page on your website a consumer lands on after clicking one of your ads, email links or calls to action. A pet peeve of mine is seeing a beautiful Google Ad that drives people to the home page of a website rather than a special landing page. The worst thing you can do is to not customize that page around the ad/topic and your company objectives.

At Weed Pro, the ads and links that focus on our desired consumer actions lead to a page on our site where the only logical next step is to take that action. So the ads that focus on signing up for an estimate lead to pages where that’s the only next step. Site navigation is gone, there are no other calls to action and consumers need to fill out an estimate form to proceed.

Regardless of what you want consumers to do after clicking one of your ads or links, you need to make it as easy as possible to do it.

5. Focus on online reviews. Online reviews have become a staple of a consumer’s buying experience. You need to establish a system that encourages your customers to leave reviews about your business with Google, Yelp, Angie’s List and other online review companies.

You cannot reward consumers for positive online reviews, but you’ll want to make sure to establish a system to motivate your happy consumers to leave a review on one of these sites. Regardless of the system in place, make sure your clients are provided with easy directions and links to the online review pages to help facilitate the process.

With millennials making up more of the buying population, now is the time to improve your digital presence. With these five resolutions in place, you’ll be on the fast track to reaching all your goals.

Photo: ©istock.com/franckreporter

About the Author:

Kanary is Director of Demand Generation for Kuno Creative, a digital marketing agency. A member of the green industry for the past 20 years, he has consulted with green industry companies throughout the U.S. and gives marketing lectures at several industry conferences every year. Kanary is also an adjunct professor of marketing at Baldwin Wallace University and a Certified Google Adwords and Analytics Individual.

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