by: Finella Kristle Panlilio
Wednesday, January 13, 2016 |
Constant changes in algorithms, consumer behavior, and social media in general make it difficult to keep abreast of developments in digital marketing and strategies that still work. Entrepreneur helps us understand which digital marketing tactics are no longer relevant and should be discarded:
1. Having a desktop-only accessible website
Google, with its well-meaning approach to making the user experience flow as smoothly as possible, has made it clear that mobile-friendly websites will be more visible and rank better in search results. This coincides with the modern user’s on-the-go lifestyle, which includes accessing the web via mobile devices.
Bear in mind that websites must be fluid not only to the user, but for the business owner’s convenience as well. You are running the risk of having inconsistent information from site to site when you have a mobile website built on a separate platform, and inconsistencies lessen consumer trust. You’ll be doing extra work and time handling social media and directory updates and uploading new information to additional sites. So ditch the traditional desktop-designed website and work on getting it mobile today to keep customers coming in.
Google has a “Mobile-Friendly Test Tool” where all you need to do is enter your URL and it will tell you if and why your website isn’t performing effectively on a smartphone or tablet. One tip is to avoid small fonts and links put too closely together - make your website easy to navigate on a small screen.
2. Not updating your website
Apart from mobile accessibility, Google also closely watches how often users click and convert on your website. Despite speculation that Facebook channels would outdo websites, research confirms that consumers still return to a company’s website for more information on the product or service, the corporation, and contact details. To place higher in search engines, your website must be enticing, easy to navigate, and constantly updated with quality content. Experiment using A/B testing to help your site achieve better user engagement, sales or other conversions.
Your site’s bounce rate is interpreted by Google as a signal that your content is irrelevant to the search query. One of the rules of digital marketing success is to make sure your website addresses your customers’ needs with timely and relevant content.
3. The spammy link
Up until business owners and unethical search agencies created backlinks from fake websites with poor-quality content and irrelevant information, Google determined a website’s authority by the number of websites linking to it. The search engine giant has since been penalizing websites without authentic backlinks coming from reputable and relevant websites and rewards quality content that earns backlinks naturally. In addition to signals from other sites, editors from Google check a website’s content for its relevancy to certain search queries. To avoid dropping in the rankings, it really helps to have meaningful and helpful content, products, and backlinks.
4. Ignoring criticism
Having a social media presence includes one-on-one conversations with customers. Social media is already up there with email and telephone as the main platforms for customer support. Companies should learn that the best way to deal with criticism is not by ignoring it, but by addressing the issue and working to rectify it. According to a study conducted by Edison Research, consumers contacting a company through social media expect a response within 30-60 minutes and round-the-clock support from the social-customer service team. Make the most of negative feedback posted on your page and take it as an opportunity to educate your customers and show them your commitment to customer service.
5. Single display and Facebook ads
The era of single display ads that show up on one page in the same place every time is coming to an end. Only few website visitors convert on the first visit, and sales professionals know that it takes 7-9 contacts to close the sale. A sales opportunity in the form of following up on initial contacts is made possible through re-targeting. With re-targeting, you’re able to target one customer at a time as your ad follows them around the web after they land on your website, engaging them even after they’ve left your page. Re-targeting done right helps move the prospect further down the sales funnel.