The world of digital marketing is constantly evolving, and if you want to remain competitive, you need to update your techniques and strategies to match the times. Luckily for you, we’ve got an expert in the house who’s been there, done that, and is ready to lend you a helping hand.
We talked to Donta Cosgrove, Marketing Manager at Yoast, about the current state of digital marketing and how you can use online tools to get noticed in today’s fast-paced world.
Online Marketing: Evolving with the Times
If you’re reading this, I assume you’re already somewhat familiar with digital marketing, as the concept is practically ubiquitous. Even people who are not directly in the field can probably name at least one company they’ve used in the past that promotes products and services digitally.
What might be less obvious, however, is the fact that online marketing is constantly evolving alongside the times. The digital marketing industry is constantly expanding, with new tools and methods emerging to meet its changing needs. To best serve our clients, we as marketers need to keep up with these changes so that we can offer the best possible digital marketing services.
Why Are Online Markets Changing?
To put it simply, people are shifting to an online lifestyle, seeking information and entertainment from the devices that are literally in their hands. According to HubSpot Blogs research, 56% of American Express survey respondents said they frequently get information online, while another 21% do so occasionally.
As a result, traditional methods—whether you call them marketing or advertising—are shifting to become more digital and interactive. People are discovering content when they’re looking for it, engaging with brands via social media, and learning to rely more heavily on their smartphones for information rather than a newspaper or magazine.
What Does All This Mean For Marketers?
From a purely practical standpoint, it means that marketers everywhere should be looking to adopt a digital marketing approach. The tactics and strategies used by traditional marketers can be applied virtually unchanged to the digital sphere, but you’ll need to shift your mindset to take advantage of the new environment.
When you have a clear understanding of how digital marketing works and how to get the most out of the various tools available, it makes adapting to change much easier. If you’re not sure where to start, or what methods might be effective for your specific situation, it’s a good idea to consult with an expert who can advise you on the best approach for your particular business.
How Do I Get Noticed In A Competitive Market?
If your goal is to get your product or service noticed in a competitive marketplace, you need to focus on acquiring (and keeping) customers, converting strangers into fans, and promoting your products and services online. These are the three pillars of inbound marketing, and it is the combination of these three factors that will help you to succeed where others have failed.
The first step in this direction is to focus on building a brand. By consistently creating high-quality content that is both relevant and interesting, and by establishing yourself as a thought leader in your industry, you will start to gain credibility with your audience. Once you’ve established yourself as an expert in your industry, you can use your blog, social media, and other forms of digital marketing to promote your services and gain more customers.
The Emerging Role of Content Marketing
While we’ve always had to adapt to changes in the media landscape to ensure our work was more relevant to our audience, today content marketing is more important than ever before. And not just content marketing—all of online marketing, in fact. Why?
In a nutshell, content marketing is all about creating and sharing high-quality content that is both relevant and interesting to your target audience. Depending on the industry, you might craft compelling infographics, offer how-to guides, or create compelling copy for web pages. Whatever the case may be, high-quality content is king (or queen) of the digital marketing sphere.
With content marketing, you’re not advertising to the audience—you’re engaging with them, and hopefully, creating a relationship.
The emergence and increased popularity of content marketing makes perfect sense. If you want to succeed in today’s crowded marketplaces, you need to stand out from the crowd. And the best way to do that is by creating compelling content that will keep the attention of your target audience. While we can’t predict the future with absolute certainty, we can certainly foresee the increasing importance of content marketing in 2020 and beyond.
The Importance Of Influencers
With the explosion of influencer marketing, content creators with a large audience have the ability to drive highly targeted traffic to your site. Why? Well, it’s quite simple—if you want to succeed in business, you need to stand out from the competition. And the best way to do that is by being the best, which often means paying attention to the right people. And what better way to learn about influencers than from those who’ve been there before you?
Luckily, we live in the information age, and thanks to the existence of digital libraries such as YouTube and Twitter, it’s now much easier to find and follow influencers who can help you to grow your business.
The Importance of Blogging
Blogs are a fantastic way to gain credibility with your audience and to establish yourself as an expert in your industry. When users come across a website or social media platform that offers valuable information, they will often turn to the blog for more in-depth content.
Not only does blogging offer the opportunity to establish yourself as a thought leader in your industry, but it can also be a great way to attract and engage with potential customers. If you want to succeed in business, you need to be the best, which often means paying attention to the right people. And what better way to learn about blogging than from those who’ve been there before you? We can’t recommend highly enough the valuable information offered by blogging experts such as Pat Flynn and Neil Patel. Both are well-known digital marketers who’ve been where you are now and can lend you a helping hand.
The Role Of SEO
An effective organic (non-paid) search engine optimization (SEO) strategy can help to improve your website’s discoverability in organic search results. As with any form of marketing, having a properly executed SEO strategy can help to drive organic traffic to your site. If you’re looking for ways to get noticed in a competitive marketplace, SEO can be an invaluable tool.
There are three critical elements to an effective SEO strategy:
- On-site SEO, which includes creating content that is both relevant and interesting to potential customers;
- Off-site SEO, which includes gaining backlinks (inbound links) to your website from other authoritative and trusted sites; and
- Social media SEO, which is all about gaining traction on social media platforms such as Twitter, Facebook, and Google+.
To improve your website’s discoverability in organic search results, you will need to focus on attaining the highest possible rankings for keywords and keyword phrases that are highly relevant to your business. Having a talented, specialist SEO in your corner can help to drive organic traffic to your site.
The Importance Of Video Marketing
Thanks to the rising popularity of TikTok—and the steady stream of new videos that are being uploaded to the platform every day—video marketing is now a powerful marketing tool. What makes video marketing so effective is that people love to learn about products via entertaining and informative videos. If you want to get noticed in a competitive marketplace, video marketing is an ideal way to do so.
Videos can do a lot of things for your marketing strategy, but one of the most powerful things videos can do is make you seem more human, approachable, and trustworthy. If you want to succeed in business, you need to be the best, which often means paying attention to the right people. And what better way to learn about video marketing than from those who’ve been there before you? We recommend checking out the work of HubSpot Blogs, who we mentioned earlier, as well as other industry experts who’ve been where you are now and can lend you a helping hand.