Mobile marketing is a necessity for every B2B company, because so many people interact with websites on their smartphones or tablets. It's time for marketers to offer an exceptional experience on mobile devices and provide content that attracts target audiences on their preferred devices. Optimizing a website for a wide variety of screens is important, but knowing how to do so effectively is key.
Social Media Examiner says to keep in mind that mobile marketing includes mobile websites, SMS, apps, QR codes, local search efforts, display ads and paid searches. All of these tactics are essential to having a cohesive brand experience for customers and prospects as well as being able to incorporate social media into the mix.
Mobile promotional efforts can be perceived as challenging, however they are not something for marketers to be worried about. In fact, mobile is a tool that will increase revenue, improve interaction with clients and make the brand more reputable in its industry.
Search Engine Watch suggested companies employ Google Analytics from the very start of their strategies to make sure they know how their efforts are faring and what can be improved to make the perfect mobile strategy.
Search engine optimization is constantly evolving, because search engines are changing their tactics and trying to offer users the most relevant and high-quality websites possible. Google is especially vigilant about SEO and how to better its search results. A recent Matt Cutts video points to a few very important things that marketers should be aware of in the near future.
First and foremost, Cutts discussed the upcoming Penguin update. The next generation of Penguin is expected to arrive in the next month or so and will be a stronger defense against advertorials that disregard webmaster guidelines. This is yet another effort to recognize and flag black hat SEO strategies.
Additionally, Cutts mentioned that Google will put a higher emphasis on weeding out spammy queries, authoritative link building, softening Panda impacts, recognizing sites with authority and enhance communication with webmasters, among other topics. These areas of improvement shouldn't come as a surprise, however marketers need to make sure they are ready for the Penguin update by practicing quality SEO for their companies' websites. Websites that have SEO tactics that follow Google guidelines shouldn't be flagged or notice as much of an impact compared to those that do not.
A high level of visitor engagement with a brand online is one of the signs of a solid online marketing strategy. Search Engine Watch reports that creating great content is is key component to improving engagement, as information that is poorly presented or uninteresting to the reader will cause them to look elsewhere. Once an online marketer has quality content to display on webpages, the following tips may also improve engagement:
1. Focus on design
According to Search Engine Land, the font on the website pages should be the right size, around 13 or 14, and color to encourage easier readability. Choosing the ideal font size and color can make copy easier on the eyes. The color should contrast well with the background and be clearly visible to encourage a lower bounce rate.
2. Include internal links
Adding more internal links that are relevant to the content may also help garner higher levels of engagement as more clicking and browsing can keep a visitor on the company website longer.
3. Have engaging headlines
Finally, using headlines that are likely to draw a reader's attention may also attract readers to the content and encourage them to continue reading.
Tech industry experts are buzzing about noticeable SEO changes in Google searches the past few days and are wondering whether a new Panda rollout came through. Search Engine Land reported that there were "clear signs of fluctuation in the search results" recently, but when asked, Google would not confirm a new update.
Trying to figure out what Google changed is almost impossible without confirmation, even with experts speculating. However, Matt Cutts did offer up news on Penguin updates via Twitter last week. In response to whether the latest impact was a official update, Matt Cutts responded that it was not a Penguin change, but SEOs should expect a Penguin 2.0 update in the next few weeks, according to Search Engine Land.
This statement has also prompted some chatter, as Penguin 3 came in October 2012, leaving many to wonder about the nature of the next one. The last Panda update, supposedly in March 2013, was confirmed as coming, but it was never confirmed that is happened. The upcoming Penguin change is reported to be big, and marketers need to make sure their websites are updated and following Google's guidelines to avoid any sort of penalization issues.
Evaluating what internet users are searching for online and the reason for their inquiries are two important things to consider when developing an SEO strategy. According to Search Engine Land, discovering the intention behind users' queries is key to a successful SEO strategy.
As marketing and behavioral psychology are typically intertwined for effective results, a B2B marketer should consider conducting a deeper analysis of what online searches indicate about users and their needs.
According to Search Engine Watch, understanding the target audience is important when developing a successful marketing strategy. Uncovering what problems the prospective customers are seeking solutions for will help a marketer understand how to provide relevant or useful information for intended audiences.
Once an online marketer is aware of what potential customers need, he or she can create content tailored specifically to what this audience will search for online. Not only will this help improve a website's search engine optimization, but it will increase overall sales.
Finally, an SEO strategist that uses industry research to uncover how much people are willing to pay for the solutions a business offers through their products or services can help the brand set competitive prices and increase revenue.
B2Bs that use mobile marketing tactics may want to stay informed about changes to operating systems. Companies like Google and Apple are consistently updating their tools to make them more user-friendly. Google recently updated its Gmail app, for instance, and released a new predictive search platform for Apple's iOS called Now, which offers its users utilities such as weather reports and sports team scores, Search Engine Watch reports.
As more businesses use mobile marketing to expand their reach, companies try to streamline their systems to stay ahead of the competition. The focus on all things related to mobile devices and apps is unlikely to slow down. According to eMarketer, 84 percent of all online traffic went to iOS devices in February 2013, and statistics indicate that Google's mobile traffic will keep growing. Although, more tablet users may will switch over from the iconic iPads to less expensive tablets. As competition makes alternative models available, mobile marketing will continue to be an important component of a marketer's online strategy.
To kick off a solid digital marketing strategy that can compete in today's multi-device society, a mobile marketing plan is critical. Businesses that have not done so already may want to ensure their website, email and social media sites are all mobile-friendly to reach as many prospects as possible.
With the increase in smartphone and tablet use, brands may want to consider incorporating mobile strategies into their online marketing campaigns. Google Analytics show that mobile comprises 8 percent of online conversations. In addition, a recent Google survey revealed about 90 percent of people use multi screen, and 98 percent of those users move between mobile devices throughout the day to accomplish tasks.
According to a ClickZ article, B2Bs that monitor their marketing success may benefit from mobile marketing. Utilizing mobile strategies allows customers to interact with the businesses while on the go, which increases the brand's reach for sales. To launch an effective mobile marketing campaign, ClickZ recommends these following tips:
A simple call to action a marketer may want to implement is the click-to-call. A click-to-call tab allows the viewer to reach the B2B's store or office phone from their mobile device with one click.
2. Metrics apps
Downloading a mobile app that measures metrics can track engagement levels, purchases made and general user behavior so the B2B can adjust efforts accordingly.
3. Tracking efforts
A business may want to track the specific goals of its mobile marketing strategies. Just as with social media, mobile marketing is likely to continue evolving over time, but tracking goals and using the right apps will make promotional efforts easier.