Make Your Online Marketing Strategy More Progressive

Organic marketing is continuing to play a more important role in client acquisition. In fact, according to a study conducted by the National Retail Federation, 85 percent of online retailers said that search marketing was the most effective way to acquire customers in 2014.

The importance of organic marketing in combination with paid search was proven to be essential in a study completed by BrightEdge that found organic traffic outperformed paid search across many business sectors including retail, media, business services, technology, and hospitality. As such, it is critical to have a strategy for coming up in local search along with a comprehensive SEO plan.

Provide Visitors with Answers

While there have been many trends in SEO, the keystone of good organic marketing is providing information that is valuable to the reader. Whether this content is the in the form of text, videos, or images, you must continue to provide what people need, exactly when they need it. Going forward, this is going to require the ability to forecast into the future and consider what the ever-changing needs of your customers are.

Identifying trends and changes in consumer behavior are essential for planning your keyword strategy and ensuring that you are in the position to capture traffic from new and emerging search trends. It doesn’t hurt to watch what the competition is doing either, especially if they have a larger marketing budget.

Use Paid Search to Improve Organic Search

This fits hand in glove with your paid search marketing as the keywords and phrases that you are optimizing for on your website, should be featured across both platforms. Pay attention to what is performing well in your paid search campaign and as you make adjustments to your ads, adjust your website content and SEO efforts to focus on what is performing or driving results. By having your content, web development, SEO and marketing teams work together, you can improve your results because best practices and successes will be shared in real-time – when it is possible to shift focus and make adjustments.

Mobile Users are a Majority Now

As you are progressing in your SEO efforts, make sure to focus on mobile. A recent statistic from comScore highlights how essential this is as they found that people are now spending more time accessing digital media from their mobile devices than their desktop. If your website isn’t responsive or mobile-friendly, it is time to make the switch and do so quickly. If your site is not designed to be easily viewed on a smartphone screen, you will miss out on opportunities to capture mobile traffic.

Additionally, Google is likely to rank your mobile site lower than they would if it were responsive with a load time of one second or less. This requires help from the web development team but given the opportunities to capture business from mobile local search; it is critical that you do so.

The time and money you put into organic marketing, paid search and SEO can help to increase your online and offline traffic, thereby growing your business. The challenge is, and has always been, measuring results. We suggest that you take simple steps like adding a unique phone number to each place that you are advertising, for example, your website, paid search ads, social media profiles, etc. This way, when the phone rings you know which marketing efforts are paying off.

Do what you can to measure results in a simplistic way that is easy to access so that you can make changes as you go. As an agency, we provide our clients with significant amounts of date and reporting that has been incredibly important for making future marketing decisions.