If your typical lunch break of errands, emails and exercise could use a sprinkle of spice or even a dollop of delight, keep reading. We're going to nourish some greatness here.
No, our blog this week won't be a nerdy nummies cooking column. But, it might get geeky real fast because that's how we get when we talk about digital marketing trends, which we do monthly at our Lunch and Learn sessions.
Last month we sat down with 25 friends to talk about two marketing trends and how to use them to your advantage.
Trend 1: Consumers are willing to research, but not always willing to think. With so many of us having access to more than one smart screen at any given time, it's become natural to turn to our devices to find answers for us. Some of us search up to 150 times a day, and now because nearly 2/3 of us have a voice assistant, we're vocally asking questions, too. What does this mean for marketers? Consumers are pushing themselves down the sales funnel. Many who prefer to do their own research regarding a specific (purchase) decision will on average do 20 searches before ever engaging with a brand, so that brand needs to make sure it's telling its story on multiple channels using the plain language consumers use.
How to use this to your advantage: Use your marketing chops to balance your instinct with data-driven decision-making. That is, understand what users find valuable about your product/brand or what questions they have and then make sure they can easily find the information and answers for which they are looking. Sometimes this means editing your website content and design, other times it means taking a look at search data. This is where site optimization becomes important. Contact us to learn how we can add value for you on these points.
Trend 2: Trust matters. You might not trust as much as you used to, but Google wants to help with that. In fact, trust matters more to Google than ever before and is now giving high quality scores to websites that demonstrate high levels of EAT, or expertise, authority and trustworthiness. For marketers this means websites must be easy to use and must have relevant content that satisfies the needs of its users. In addition, sites must have a positive reputation and be updated frequently with fresh content. Plus, it means you should be doing wellness and site maintenance checkups regularly to make sure links, buttons and forms are working. Keep the important info on your site up to date and make sure it's performing well. Study the site's search rankings and review the site analytics to measure and compare traffic metrics such as page views, conversions and bounce rates.
How to use this to your advantage: Do what you can to use all the tools in your digital marketing toolbox to build your brand authority and trust, try native advertising, for example. Or do some inbound marketing, but stay focused on your overall marketing plan and think about user intent at every stage.
Now that's something to chew on. If it's time for you to change it up by adding some noontime knowledge to your lunch routine, come to our Feb. 22 session or to the Lunch and Learn after that on March 28. Sign up here.
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