Leigh Ann Hemrick: Digital Online Marketing

You’d think that after years of being limited to an offline marketing approach, digital online marketing would be a breeze.

But as exciting as the tech behind SEO, email marketing, and web analytics can be, it can still feel overwhelming.

Whether you’re just getting started or you’re already an experienced marketer, there’s a lot to learn about digital online marketing in 2019.

Here are some of the most important things you need to know this year:

Content is Still King

The reason why online marketing is referred to as ‘digital’ is because of the ever-increasing popularity of online content such as blogs, social media posts, and videos.

According to HubSpot Blogs’ research, 96% of marketers are investing in content Marketing in 2019, compared to 77% in 2018 and 70% in 2017.

The trend is clear: people are starting to realize the value in creating content that can be found and shared online.

If you find that most of your customers are finding your products and services online, you should probably consider investing in digital marketing.

Conversions Reign Supreme

The amount of money that can be made through online marketing tactics is increasing every year.

In 2019, 76% of marketers plan on increasing their investment in digital marketing over the next six months, compared to 67% in 2018 and 59% in 2017.

What is causing this shift? Some of the biggest names in marketing say that your conversions – getting your customers to take the desired action (e.g., making a purchase, registering for a site, etc.) – should be your main concern in every aspect of your marketing strategy.

Instead of focusing on how many visitors you get or how much ad revenue you earn, your goal should be to maximize your conversions.

Personal Branding Is On The Rise

In the past, a marketing manager’s responsibilities included marketing campaigns and products promoted via traditional platforms (i.e., TV, print, and radio).

Now that the digital revolution has brought with it personal branding, everyone in the marketing department is responsible for promoting themselves and their unique selling points.

Similarly, social media platforms such as Twitter and LinkedIn have made it much easier for individuals to stand out among their competitors.

This shift has led to an increase in the importance of having a unique voice, aesthetic, and approach to brand marketing. Hence, the rise in popularity of personal branding in marketing and commerce.

Generating Leads Is The Key To Digital Marketing

According to HubSpot Blogs’ research, marketers need to focus on generating leads, not just driving traffic to a website.

In fact, HubSpot Blogs found that 69% of marketers plan on increasing their investment in lead generation over the next six months, compared to 55% who plan on increasing their traffic-driving efforts and 16% who plan on focusing on content creation.

So, if you’re looking to expand your online marketing efforts this year, make sure that your focus is on leads, leads, and more leads!

Mobile First

If you’re reading this, I assume that you’re already aware that more people are accessing the web through their phones than through traditional PCs or laptops.

This is why ‘mobile-first’ is such an important concept in digital marketing. As your customers are increasingly accessing your content through their phones, you should design your websites and mobile apps with this in mind.

You should also ensure that you’re testing and optimizing your mobile experience wherever possible. For example, you could run A/B tests for different design approaches to see which one performs the best on mobile devices.

Deep Dive Into Analytics

If you’re looking to get into the analytics field, now is the perfect time to do so.

According to MarketingCharts, there are 901,300 unfilled analytics positions globally, and that number is predicted to increase to 1,384,000 by next year.

However, not everyone will be able to contribute to analytics, as only 4% of workers have the right kind of math and statistical skills for that role.

Fortunately, there are some great tools that can be used for marketing analytics, even if you don’t have expertise in statistics.

Start A Blog

Blogs aren’t just for fun these days. Many large companies like HubSpot and Marketo have placed a major emphasis on producing compelling content for their blogs.

Not only does it provide their team with a platform to share valuable content, but it also provides their customers with tips and tricks on how to use their products.

Additionally, starting a blog is a great way to attract, engage, and organize a community of followers around your business. If you’re looking for ways to expand your online marketing efforts in the coming months, consider starting a blog!

Be Creative

With so much emphasis placed on generating leads, it’s time to be creative.

If you have a flair for design, you could explore the emerging field of ‘design-based marketing’. As the name implies, this is a type of marketing that doesn’t just rely on conventional forms of advertising, but uses various design-related tactics to generate leads.

For example, you could run an ad campaign using an infographic that summarizes vital information about your product or service. Or, you could add a touch of creativity and design and create a memorable brand experience for your customers by making direct calls to action (e.g., ‘click here’ or ‘buy now’) in the form of a stunning website interface.

Whatever you do, make sure that it’s innovative and stands out of the crowd. Otherwise, your marketing strategies may not pay off as expected.