The leading digital marketing methods you should be using in 2020

Depending on how you look at it, digital marketing has become a lot more challenging in 2020 or has become a lot more simple. That is because there are so many ways you can reach your consumers these days that we are spoiled for choice.

The challenge lies in choosing the right platforms for your digital marketing campaigns that are going to have the most impact and reach the right audience. Your marketing budget will only stretch so far so you are not going to be able to invest in every new platform that hits the market, so choosing wisely will be key to your success.

We have outlined the three leading digital marketing methods in 2020 and some of the selections may surprise you, as a lot of the newer methods like Tik Tok did not make the cut. Take a look and see if your digital marketing strategies are aligned with the best current trends.

 

Email remains a strong and effective marketing tool

With so many shiny new marketing tools at our disposal in 2020, it can be easy to neglect the old favourites. But do so at your peril, because email marketing remains one of the most effective methods to reach customers even despite the volume of other options available to marketers.

Email campaigns are simple to share using platforms like MailChimp and the metrics are easy to measure so you can reliably tailor your campaigns to your audience for greater success. Your audience is already targeted and they are already engaged as they have had a touchpoint with your website and operations and the costs are very low.

The actual emails you can send have evolved alongside websites so you can include videos and other features that are tailored to desktop, mobile and tablet devices – in fact, they are basically mini websites delivered right to your customers’ front doors.

Still not convinced? An Adobe study has revealed that millennials will spend 6.4 hours every single day reading their emails. That is 80 per cent of the working day the new generation is spending in their inbox, so it is important your marketing campaigns are reaching them there.

 

 

SMS marketing still holds sway 

SMS is another form of old school marketing that can be neglected because of all the fancy new tools and platforms available. But traditional SMS campaigns are still highly effective, as they reach your target audience directly on their mobile phone but it doesn’t interrupt what they are doing on a social media platform, they can read it at their leisure.

The data you get from SMS campaigns is highly trackable and valuable so you can hone in your targeting to the most loyal and engaged customers who are finding value from your messages and acting on them either through purchasing or click-throughs to your website.

It is an easy and affordable way to quickly relay information and value to your customers like specials, sales and discounts and it is a personal way of reaching them as well so they will feel valued that you have sent them a feature that feels like it is just for them.

 

Video content is king

 Video is rapidly becoming the best form of marketing in the modern world with people expected to watch up to 100 minutes of video content every day in 2021.

This is largely because smartphone ownership is rising dramatically and everyone has access to portable screens with high-speed internet like 5G and data plans that allow them to watch video to their heart’s content at any location, any time of day.

It is not only easier and more affordable to access video content, it is much easier to create it as well. You don’t need a dedicated videographer to craft your video marketing campaigns as there are many platforms available that give even novice video makers the ability to create engaging and compelling content with animations, overlays and much more.

The cost of video-making equipment has also fallen dramatically. While higher-end, HD recording equipment may still be expensive, it is not prohibitive and you can produce videos by simply using the latest models of smartphones and the vast array of editing apps as well as tools like teleprompters which make video production much more accessible to small businesses and sole operators.

Video is also a way to provide a personal, one-on-one form of communication which has become increasingly more important in the COVID-19 era where more people are working from home, there are fewer events and travel is highly restricted. You can reach people in their own homes, on their own devices and connect with them using personalised visual content that bridges the divide pandemic restrictions may be causing.

Your site speed matters more than you think

More than ever before, page speed is crucial to the success of your website’s ability to rank on search engine results pages (SERPs). And although its significance in Google’s ‘ranking criteria’ is pretty obvious, a lot of business owners turn a blind eye to this part of their marketing strategy.

Beyond the impacts of Google, whether your site loads quickly or not also influence user behaviour, your conversion rate and a plethora of analytics you’d prefer to see stay in the green.

So let’s get into the nitty-gritty of why this all matters so much.

 

What is page speed?

It’s all about the quality of your content, right, not the speed it loads at. Wrong.

Page speed is essentially the amount of time it takes your server to load all of the content on your overall page. It also includes how long it takes your browser to receive a request from a web server as an initial batch of information.

Ultimately, there’s a lot that goes into the ingredient list for quick load times – from CSS to HTML coding and visual elements. Then there are multimedia aspects, plugins, text, JavaScript files and effects that make or break the speed it’s able to load at. More importantly, each of these elements are measured in kilobytes, and are the biggest factor of what alters the speed overall.

Note! Page speed is measured completely separate from mobile devices. This is because the technology difference between them means user and server behaviour don’t perform the same way as they do on a desktop. When assessing the speed of your site, it’s crucial to include all of these in your analysis.

 

There’s a difference between page and site speed

Yep, they’re different. In a nutshell, site speed is an overall average of multiple ‘sample’ pages across your site. Page speed, however, demonstrates how long a person will have to wait to see an entire, individual page appear in front of them.

 

 

So why does it all matter so much?

Think of it this way: if you stood in a long queue at a cafe, waiting to order your almond milk latte, only for the cashier to take their time, how would you react?

We wouldn’t blame you if you left the option next door instead, even though you’d have to opt for soy instead. Ultimately, as consumers, we crave instant resolutions in the modern age. We don’t want to wait, and thanks to the rise of digital technology, we don’t have to. So why would you?

The same goes for your website. If it’s taking its sweet, sweet time to load up all of its goodies, then the user won’t stick around for it unless they don’t have a lot else to attend to (if that’s you, we’re a little green).

And then there’s keeping in Google’s good books. Let’s go back to the cafe experience and assume Google is a happy customer that’s looking to spread the good word about the speedy service they had when ordering their brew. They tell their friends; their friends tell their friends. Word gets around.

Google works in this exact way, for the exact same reason: to promote value-driven experiences and answers for others asking for suggestions. Therefore, they won’t recommend a cafe that doesn’t give the best, quickest service, just as it wouldn’t rank slow websites on its results pages.

What we’re saying is that all search engines are still a business on their most basic level. They needs to fulfill, and that’s to solve the problems of users that are querying inputs. Whether that’s the best local plumber in their area or where they can snatch the latest video games – Google wants to be the number one solution to user problems, and that all comes with satisfying through quality answers. A slow website is not one of those.

 

How fast is fast?

If you ask Kissmetrics, a page that takes more than three seconds to load will result in a quarter of users straying away altogether. For mobile, speed is a huge issue, with 73 per cent of users stating they always experience slow-loading websites.

Simply put, if you’re not serving up the goods in a matter of seconds, you’re losing out on tremendous opportunities. And guess who will reap the benefits? Your competitors.

On that note, we’re rounding off this article with an easy way you can check your site and page speed to see if it’s up-to-scratch. Head to Pingdom for a free online tool that lets you assess how fast your website’s engine’s revving, and regularly check back to make sure this isn’t fluctuating.

If you’re not confident in checking or would rather have an expert assess whether everything is in perfect working order, we’re ready and raring to go – just get in touch with the Significant team now.

The SEO trends to watch in 2019

While the realm of SEO and digital marketing have advanced exponentially over the last few years, so has our understanding of digital marketing as business owners. Search engine optimisation has finally hit a peak where small business owners know all the right questions to ask, and have a good grasp of the right considerations to keep in mind. Instead of wondering about how instant the results of an SEO campaign will be, they’re looking forwards how that will turn into long-term success – and that’s the perfect change of mindset to occur.

But it’s not just the mentality of everyone towards SEO that’s changed. The intricacies – like the strategies behind the method – have evolved, shifted and shaped into something a whole lot more holistic, and brands are quickly catching onto this too. Instead of SEO just being a simple matter of ranking better, the big picture is now being seen – from keyword research through to compelling, optimised content; the entire strategy is now better understood.

Beyond that, Google has also expanded its capabilities to cater for how users are searching. From mobile-responsiveness through to more accurate, detailed search phrases – the way we incorporate these factors into our SEO strategies is now far more complex. And that means understanding the user behaviour we have at hand, and how to adapt to the way they’re choosing to use their devices.

To be able to do all this, it’s important to consider how rapidly these changes are happening, and the tools that will help you deal with the evolution of SEO altogether. In 2019, expect these shifts to be ever more fast-paced; get your hands on the insights and weapons that will help you kickstart your campaign the right way.

Access better, more accurate insights

These days, there’s no need to guess what kind of audience you’re dealing with or how they choose to behave online. You don’t have to throw a few guesses of keywords out there and hope they’ll stick. Previously, you had to dig far and deep to find out what keywords you needed to deal with, and as they chose to dip and fluctuate in search volume, swapping them out was a huge hassle. Nowadays, there’s a plethora of tools online to help you find the right phrases to incorporate into your SEO strategy; you just have to know how to access them.

Luckily, keeping tabs on all this isn’t so hard to do. The first and biggest weapon is social media. These platforms are overflowing with insights into how your users are functioning, what they’re reacting to, what they’re searching for and even what they’re purchasing. These channels also let you literally look into their individual lifestyles, and then tailor your advertising to suit. A few tools to help you uncover all this include:

Facebook Audience Insights

The simplest tool under your belt, and at no charge at all. Use this platform to access detailed information on your target audience’s recent purchase activity, their age, gender and lifestyle; their education and marital status, their job role, household size and even what language they speak. Narrow down to location and see where they live specifically.

Buzzsumo

Use this handy tool to analyse how content is performing across different social media platform. You can compare your content to competitors’ and even broaden it out to see your entire industry. Best of all, you can just throw in a keyword and see all the most trending or important content to keep an eye on – great for content strategies.

Buzzsumo Significant

 

Taking advantage of smarter keyword phrases

It used to be that you had to create individual landing pages for every single keyword that you wanted to target in your campaign. And then you had to make sure they’d even perform. This turned out to be a costly and energy-dependent task that was almost not worth all the effort.

Eventually (phew), Google’s advancements released the much-celebrated Hummingbird algorithm update, which meant that key phrases are now more flexible. Users can input longer tailed key phrases like ‘Cheap Melbourne pet accessories’ and get a nice and healthy list of results. That’s because websites now no longer have to target odd keywords that don’t always make sense, just to get results. You can see how much these phrases have evolved by typing in a simple query into the search bar and seeing the longer form suggestions from Google:

Google Suggest Significant

Going beyond search volume

But while all of these flexible changes are all well and good, it’s also time to think outside of just pure search volume, when talking about what keywords to target. Instead, we need to get our heads around the fact that keyphrases Google says pull high search volumes, may not actually mean a truck load of clicks as a result.

This is likely because Google has incorporated nifty features like it’s dictionary to provide answers to simple matters like users searching for definitions, rather than a specific website or service. Therefore, they have no need to actually click through to any other link. This means a loss in clicks for the search volume that marketers might be looking up.

Significant

The answer to all this? Stay away from search volumes that aren’t translating into clicks at all.

Other handy tools

But as you chug along with your SEO campaign, you’ll find little bits and pieces that you’ll need to tidy up on. And whether that’s your keyword research or content strategy, these two tools will help you get started quickly:

  1. Google Correlate: Perfect for generating new content ideas and strategies, as well finding innovative keyword research, Correlate is a lifesaver you need to keep at hand.
  2. Ahrefs: Find tangible insights your can use in your campaign, all backed by detailed insights. This platform has long been the ‘God’ of all SEO data and should still be considered as top-player.

Want to kickstart your SEO campaign? Contact an expert at Significant Digital at 03 8753 8315.