Online marketing is no longer new; it is the way of the world now. Business owners not only have to stay on top of it, they should embrace it. This makes it difficult to believe that 17.3% of the people surveyed said they would not be using digital marketing in 2016, according to SmartInsights.com.
I wonder how many of them changed their minds. The problem is likely the perceived challenges that online marketing seems to present, and the fact that many small business owners do not know how to overcome these challenges.
There are a number digital marketing trends that small business owners can follow to help them overcome these challenges and run successful online marketing campaigns.
The top challenge among respondents is converting leads to customers. Email marketing can actually help with this tremendously if done correctly. It is easier to make an email personal, or at least more personalized. You can offer incentives, set time limits, invite responses, and flat out ask for the sale in a way that seems more individualized to potential customers, even if it isn’t.
Another top challenge of digital marketing is converting web traffic to leads, or better yet directly to sales. The use of videos on business websites is on the rise, and not only can creating and sharing videos increase traffic, but it can help convert it as well.
Video plays to our emotions in a way that textual content does not. A well put together funny or dramatic video can make a sell much more quickly because humans are visual and emotional creatures. It is in our nature to respond when our emotions are invoked.
Pay Attention to Analytics
Analytics may not be a trend, but ignoring them can do much harm. Paying attention can help you note trends in your online audience and recognize where you need help and where you should continue focusing your efforts.
If your ignore analytics you may never recognize the opportunities that exist to utilize email or video, meaning you miss out on major growth opportunity. If you are unsure of how to use analytics, hire a professional. You can hire someone to handle it all, or you could find someone for a short time to help you understand what you are seeing and teach you how to use it.
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