It has already taken approximately 27 years since the moment Internet marketing became the major part of any kind of business that goes online. It has taken lots of changes during these two decades. Marketers all around the world have been trying to implement some new innovations, strategies and techniques since the first email message was sent.
These new suggestions were aimed at making Internet marketing better; unfortunately, not every strategy had stood the test of time.
The truth is that you can’t count on only one strategy because it won’t bring you the results you need. Moreover, you should try out all strategies that are available today and decide for yourself - what tactics you must take on board and how to combine them into one powerful strategy.
The 2017 year holds the reins and now it is time to focus ourselves on the best tactics that have been developed so far.
This guide is going to reveal 8 tactics that will boost your business for sure.
1. Content Is Still King?
Why do you come across the statement “content is king” way too often, and is it really so?
Basically, practice shows that filling your website up with high-quality content increases the amount of traffic your web resource gets. However, just writing some ordinary stuff won’t give you the results you need. Only HIGH-QUALITY content is effective for sure. But, what does it mean?
You should always remember that the main purpose of any content is to provide people with engaging and valuable information according to some particular niche. Avoid commercial aim; focus on educational, theoretical, and practical aspects of the material you create. Your readers want to find answers to their own questions - give them what they need. That’s all!
If you have no idea what kind of content you should cover, stick to the following types:
- Case studies
A case study shows your clients the basic aspects of the service you offer them. You should not boast about your product, but reveal the real value of it and try to convince (not force) the reader to use (buy) it. Introduce the obstacles you met and describe how you overcame them. Suggest solutions you found and explain them in a step-by-step way. Don’t write it in too technical and “amontillado manner”, but be more friendly. Believe it or not, any reader would love to read an interesting story instead of a rough text full of statistics and ink-horned terms.
- “How-to” articles
This type of content is one of the most popular on the blogs, and the reason is very simple and evident. A “how-to” article allows you to cover any topic you want, from “How to produce high-quality content on a regular basis” to “How to build a wood house in a few months” (as an example, though). The only thing that you will have to do by yourself is share your own experience and thoughts on a particular topic. Add images, diagrams, infographics and videos in your article and Google will definitely like it. These articles have a great search potential due to their long-tail query introductions.
- Review articles
I believe every marketer has read some service review before purchasing it. I, personally, prefer to read a bunch of reviews of the product I am going to buy. A few subjective opinions help me estimate all pros and cons the service has and, afterwards, make the right decision in its favor or against it. You can target yourself with this type of content. Before writing the post, play with the service you’re going to highlight a bit seriously.
It seems this type of content will always be in-demand. I can break this way of creating content down into two categories. The first one is when you introduce a list of pieces of advice, tips, thoughts, etc. Here you should follow the format: introduce your topic - list your tips - conclusion. The second category is when you list some services, tools, products, etc. Yeah, this category is a bit harder to handle. The main reason why it is a problematic one is because you will have to work with each and every tool you’re going to introduce. Afterwards, write a general short overview on the tool, introduce its pros and cons and write a conclusion. That’s all.
Yes, don’t forget that Google likes the long type of content, so don’t be too lazy and write it. I highly recommend you write 1,000+ word articles. The thing is that long form content allows you to go deeper into the topic you’re covering and link to other sources that might be interesting for the reader.
Content is definitely king and requires a royal attitude towards itself. Spare neither trouble nor expense in this case!
2. Don't Forget about Outreach!
It is clear why marketers use an outreach technique in their business activity. It is the best way to offer your product to other business partners, build your interconnections and gain some more popularity in your niche.
I believe the most frequently used type of outreach is the email one. Email outreach helps you reach your potential clients and offer them your service in a more personal way. Furthermore, using this technique, you will be able to build business relationships with influencers and spread the word about yourself.
But, please, don’t think that this is an easy thing to do!
Email outreach is a very scrupulous and creative process. You will have to:
- Detect targets you want to reach,
- Find their personal contact information,
- Create an outstanding email template (personal emails have a better open rate and reply score),
- Finally, reach out
Remember one thing - email outreach has never been a fast process! Sometimes you won’t get replies for weeks, or even months, but you must never give up and always send at least one follow-up email. Your kind persistence will be rewarded eventually. :)
It is understood that if you want to see your website rank in Google’s TOP 10, you will have to build links.
Do you know why it is hard to ask authors of some blog posts to link to your article? Well, this is because each link is a kind of vote for your piece of content. The more links you earn, the more votes you get. And, like in every voting, these votes will bring you higher in terms of Google search position. But, here is the thing - every website owner dreams to be number one in some particular niche. That’s why websites with a high level of traffic don’t want to gift you a link without some kind of compensation. First of all, your material must be really valuable and, secondly, you will have to link to them in return (as a rule).
The link-building game is a very tricky one. However, if you know the rules and have a sense of it, you will succeed.
You can get more valuable information about link-building in this noob-friendly guide.
4. Mobile-Friendly Website
21 century is outside the window and most businessmen (if not everyone) use mobile devices for business operations. It is inconvenient for them to spend all day long in front of a laptop screen; they are always on the jump!
As a result, website owners should be interested in optimizing their resources in terms of using them via mobile devices. If your website is not mobile friendly, your visitors won’t spend enough time on it and you won’t get desired traffic.
What should you do to transform your ordinary website into a mobile-friendly one?
I believe you will agree with me that the main reason why people hate visiting some sites is its load speed. Take me, for example - if I have to wait at least 10 seconds before the page loads, I will definitely leave this web resource at once. However, if you still don’t want to burden yourself with concerns of optimizing a website’s load speed, you can add Accelerated Mobile Pages instead. AMP is focused on helping your website download its pages faster. It is possible due to a few components such as supporting custom targeted ads, prioritizing content and open-source code.
The next option that bothers users is the absence of adopted website’s interface for mobile devices. Here I can underline a few features that you should optimize:
- Use responsive design
- Customize font/bottom sizes
- Include a viewport meta tag
- Use high-resolution images
- Remove default zoom
Optimizing your website in this way will make it really mobile friendly, which is extremely important today.
5. Structured Data
Taking into account the priority of using mobile devices, it is important to give users the data they need without any misconceptions. When some user is searching for the information via his smartphone, he or she wants to get more relevant results to the query he/she is interested in. You, as a website owner, are able to provide this user with the date he is searching for.
That said, customizing on-page structured data properly will benefit your website. And don’t forget to keep an eye on Google’s Featured Snippets!
6. Social Activity
It goes without saying - active presence throughout social media resources will help you expand your brand popularity and increase conversion rate. Nevertheless, just being a part of social media is not enough!
If you want to see the results that have been achieved thanks to your social media activity, you should do a large amount of work. Here are some directions you must follow:
- Content Marketing (publish articles, case studies, ask your users to comment and share your content)
- Influencer Marketing (search for influencers who are willing to promote your brand and build business relationships with them)
- Interaction (create a Facebook account and attract users to take a part in queries, share their thoughts, opinions, suggestions and critics; Twitter must also be used)
- Spying on competitors (you always have a few competitors who have a solid revenue; analyze their strategies, tactics and learn from their mistakes)
When you create a powerful database of users on Facebook and Twitter, your next step should be creating accounts on other platforms such as Pinterest, Google+, LinkedIn, YouTube etc.
7. Voice Search
Let’s start with some statistics. Google Voice Search has increased its popularity up to 3400% since 2008. If you take a look at this infographic, you will see that the necessity of using voice search has extremely gone up:
This data could be a signal for you to orientate your website in this way. You must understand that searching some information in Google by typing is no longer an option (however, we got in the groove) because it is inconvenient today. It is much easier for a businessman to use his voice instead of fingers when it comes to getting the data he needs. You can adjust your web resource by following these four pieces of advice:
- Make sure your website is ready for voice search (understand the stages when a user might need your service; understand the information a user might be interested in; be ready to provide the user with the information he needs)
- Local SEO (optimize your website in terms of local SEO and discover specific queries in your particular niche)
- Focus on long-tail keywords and phrases (you must target your website for long-tail keywords and phrases that people use on a daily basis)
- Predict specific questions asked in a conversational manner (users will hardly specify their queries; thus, you should create a blog where you’ll write content based on long-tail keywords and specific questions in a conversational manner)
Sticking to these rules will help your website be detected by Google when conducting voice searches.
8. Your Success Depends on Your Strategy