When the online marketing industry was in its infancy, success came from simple link building campaigns for SEO. Today, that is just a little bit of what you need, to thrive. Technical know-how is now the most valuable thing in the industry, and it does not come easily. The industry is now diverse, and many factors influence success on all scales. Anyone with aspirations of succeeding as an online marketer now needs to embrace the following tools and features as well as understand their significance.
Data and Tracking Tools
Data is playing a huge role in determining who makes it through and who does not. To run an online marketing campaign successfully, you need to know your data points. Websites have many features to track and they require specialized tools. At the same time, you need to know how these features contribute to your goals so that you are able to interpret your traffic analytic reports.
Websites tracking includes the number of visitors to the site, the time taken by each visitor, the actions taken by the visitor takes on the site as well as the pages that attract the visitor. You will also have to look at social media numbers. They include the number of people sharing your content and the number of people who find your content through social network sites and other websites. You also need to track your conversion rates for list campaigns and e-commerce sales.
Devices also play a part in influencing your online marketing success. You have to create different landing pages, calls to actions and content for desktops and mobile devices. Smartphones accept applications and thus offer an alternative venue for marking your products other than through websites and email lists. Apps require proper design and the right sales model otherwise, they will not lead to the expected conversion rates. They also let you process e-commerce transactions.
As you form your SEO strategy, you must also factor mobile devices. They come with geo-location capabilities. This means that they will allow users to interpret search results differently. The advent of location-based search features compels marketers to incorporate local SEO techniques alongside their traditional marketing efforts. Keywords for desktop users slightly vary with those of mobile users. As marketers use them on their content, they also have to comply with various search engine demands such as keyword density and relevance. Marketers must also pay attention to their link building strategies to avoid wrong associations that negatively affect page ranks.
When creating websites, you have to consider the content that you are publishing. You must make sure that it will be usable on devices with tiny displays just as it is usable on the devices with large displays. On the issue of display and readability, concepts like typography and responsive designs emerge. The features that you choose to display on the website also affect the perception and trust that people have on you and your products. This affects their buying decisions and your conversion rates.
Social Media Influence
Social influence matters just as much as good content. You have to learn how to drive traffic to your web pages and increase the number of shares you get across different social platforms. Many social media platforms now allow you to integrate them on your site, but doing that is not easy for all marketers. The integration must have significance; otherwise, they will just appear as clutter and lead people away from your marketing message.
Much of what you display on your website as your social influence depends on how much interaction you develop on the individual sites. Building a rich profile on any social network requires dedication and the right approach. Social media also offers a location-based challenge. A marketer must define the location, the demographic and the interests of the target audience and then use a combination of social sites to target them. Some sites present the marketer with a steep learning curve due to their uniqueness.
As online marketing evolves, the marketer needs change. A resultant emerging trend has been creation of online courses by various Search Engine Management companies to respond to the industry demands. The title ‘Technical Know-How : A Essential Element in Online Marketing’ rings true and anyone who disagrees with it has no chance of accomplishing any worthwhile online marketing goal today and in future. All marketers must ask themselves whether they understand the significance of the emerging tools and features and whether they have the necessary skills to use those tools for success.