NCET helps you explore business and technology.
Successful entrepreneurs are tirelessly committed to constantly improving their skills, whether they are learning about the national economic environment or new tactics that help them gain an advantage.
Nowhere is the need for continuous learning more evident than in digital marketing, where new wrinkles appear almost every day, and seismic shifts occur in the competitive landscape every year or so.
All marketers, including small businesses developing their own innovative digital marketing plans, must pay close attention or they will be left behind.
Since we’ve spoken with some of the country’s top experts in digital marketing in recent months, here are some of the topics on their minds these days:
► Don’t try to manipulate search engines. Search engines like Google build their own algorithms so that users can find good information quickly. This should be the marketer’s first concern as well. Ensure that your web content organically includes words and phrases that users are likely to use in their search for your work. You can better understand how consumers are searching in your niche by using tools like Google Trends. Don’t clutter up your content full of words and phrases just to drive search engine optimization. It’s cheesy, and potential customers will be turned off.
► Make sure to use local search marketing. Get started with Google My Business to take advantage of the free business profile that will appear when a user searches Google for a company like yours. We’re still amazed at how many small businesses haven’t invested 15 or 20 minutes in this free and powerful digital marketing tool.
► Is the right video. By now, everyone knows that nearly 90 percent of digital marketers use video. But a bad video is just another type of bad marketing. Use video to deliver value to your site visitors. How about a behind-the-scenes visit to your store? Helpful tips that your team experts give you to help consumers with their own businesses? And take care of production values. A dirty video tells potential clients that your work is inaccurate.
► Take a closer look at social media automation. Small business marketers always feel they are eaten alive by the demands of social media, especially if they have a robust digital customer feedback processing program. Then there is the issue of time zones. Do you get up at 5 a.m. to post something to reach East Coast audiences at the start of their workday? Tools like Hootsuite significantly reduce headaches on social media and provide useful data as well.
► It’s still all about the story. It doesn’t matter if the marketing is an Instagram post, a white paper for a corporate audience, or a 30-second digital ad. Today’s audience, just like their ancestors sitting around a fireplace in AD 817, interact with the best storytellers.
But with all the pressure marketers feel every day, how can they keep up with all the promising innovations? We think one of the best ways is through panel discussions that bring together top experts. By happy coincidence, we’ll be mediating one of them a few days from now.
Get the latest updates on digital marketing at NCET’s 6th Annual State of Digital Marketing Conference on November 11, with program and lunch from noon to 1:30 p.m. with networking 11 a.m. to noon. NCET is a member-supported nonprofit organization that produces educational events and networks to help people explore business and technology. More information at www.NCETspecial.org.
Abby Whitaker is the president of the Abe Agency and a fierce advocate for positive results through integrated strategic communications. Jarrod Lopiccolo is CEO and co-founder of Noble Studios, a creative digital performance agency based in Reno. Collectively, Abbi and Jarrod have transitioned their companies from small businesses to some of Inc.’s fastest growing private businesses. Magazine with offices in Reno, Las Vegas, New York, San Francisco, UK and Ukraine.