With so many changes to Google (News - Alert) by the way of Penguin, Panda and Hummingbird, many companies have begun questioning their SEO and content marketing efforts. Even guest blogging has been under scrutiny and question because of a blog post by Matt Cutts.
Many experts see that they need to respond effectively to the ever-changing landscape by focusing less on putting all of their eggs in the SEO basket. David Jenyns of Melbourne SEO Services stated that, "the game has changed, businesses need to dominate their marketplace. So then, no matter what Google throws at their site, it won't affect them."
Unfortunately for some, the most essential strategies will be overlooked in 2014 because these companies are acting reactively to Google and not focusing on bringing in qualified leads.
Mobile devices have taken maps and geo-location services to a whole new level. For marketers, this means that local marketing can be an effective way to drive customers to their business. In fact, a recent survey shows that 15 percent of all leads come from online local directories.
Combined with other effective strategies, localized marketing takes on a whole new level and as a result, businesses find themselves more competitive than they never thought possible.
Data driven results. This term gets thrown around quite a bit and when it comes to marketing using analytics to determine what converts, what turns visitors away, and what attracts new visitors can help mold your marketing strategies and online content to help your business grow.
Analytic tools give you the ability to measure every aspect of your web site and related sales. But analytics not only measure SEO and web traffic, but also sales that are generated by email marketing, SMS campaigns, and many other Internet marketing efforts.
Testing, testing, testing
Using a variety of Internet marketing strategies and measuring them with analytics are great steps towards growing your business, but unless you test out new things to see what is the most effective method, you may find yourself simply treading water rather than breaking Olympic records.
Test everything from email marketing messages, web content, pay per click ads, landing pages and anything else you can think of. But just don’t test them to say you are doing so, look at the results, go with what works and then test some more.
Potential customers want to see how your product or service will help them. Telling them how much money they will make using your company, or telling them how easy your product will make their lives is worth every resource that is put into it. They state the problem, provide a solution and show the results; everything a potential customer needs to see.
Case studies paint that picture for them. They can see how others in their industry, even direct competitors, are benefiting from what you have to offer.
Buzz and trends will always drive the online marketing world, however by keeping true to some of the most effective strategies there are will help any business stay the course whenever one area creates waves like Google has done to SEO over the years.
Edited by Cassandra Tucker
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