A minute on Leadership and Culture in Digital Marketing.
The most important thing digital marketing leaders do is to foster a culture that supports experience and learning, and that is constantly seeking better customer outcomes and better ways of achieving those outcomes. This is especially true in Digital Marketing as so much is learned by doing and the core of the industry is optimization. The challenge for leaders is that they can’t dictate the culture; they can only create the right conditions for it to emerge. An interesting metaphor about a “gardener” recently read summed it up nicely. You know that you can’t make anything grow. You can create the right conditions with the right amount of water, and enough sun. You can remove other plants or weeds that might compete with the ones you want to grow, and you can protect the plants from those pesky animals. But, again, you can not make the plants grow. So you can’t control all factors. However, and an organization’s culture emerges only partly as an expressions of its leaders aspirations; most of it comes from the people in the organization, how they treat each other and work together. Culture can not be cut and pasted, and it is what makes your organization unique. But while leaders can’t control and dictate this culture, they can encourage it and cause it to flourish by the examples they set and the behaviors that they model.
Little plug… Check out the Digital Marketing Leadership Courses #BeTheChief
If you think a mobile-friendly website is not that important, think again. Google recently announced that it is switching to a “mobile first” index, which means that Google will index at your mobile website as your primary site, and that will determine your search engine rankings. If you don’t have a mobile-friendly site this could have a huge negative impact on your current search engine rankings, or future rankings if you’re working on optimizing your website for search engines (SEO).
The Increasing Influence of Mobile
According to ComScore:
- In May of 2016, mobile devices (smartphones and tablets) accounted for 60% of total digital media time spend.
- In 2015, mobile searches exceeded desktop searches for the first time
And according to the Google study What Users Want Most from Mobile Sites Today:
- 74 percent (of study participants) say they are likely to return to a company’s site in the future, if it is a mobile-friendly site.
- 48 percent feel frustrated and annoyed if a company doesn’t have a mobile-friendly site.
- 52 percent are less likely to engage with a company that has no mobile website.
But maybe you’ve heard these stats but don’t think they apply to you because your website is a business to business site? Think again. In 2015 Google partnered with Millward Brown Digital to survey 3,000 B2B decision makers about their research and purchase habits. According to the study:
- 42 percent of researchers use a mobile device during their B2B purchasing process.
- Search activity for those using a smartphone has intensified. Google is reporting a 3X growth in mobile queries.
- B2B researchers are not just using mobile devices when they are out of the office; 49 percent of B2B researchers who use their mobile devices for research do so while at work.
So, whether your customers are consumers, businesses or professionals, they’re using mobile devices as a key part of the entire purchasing process—from consideration through transaction.
The Good News
While Google is currently rolling out its new index, you still have time to get your site in shape. If you haven’t redesigned your website to be mobile-friendly, the time is now. Chief Internet Marketer can evaluate your current website, recommend improvements, make your site mobile-friendly and position you to begin to build those all-important search engine rankings.
Contact us today for a comprehensive recommendation for website redesign.
For many years marketers built websites, put them online and hoped that the content was relevant to potential customers. Then analytics tools evolved and we could begin to see what content was getting the most traffic, enabling us to make some intelligent assumptions and content improvements.
Today, sophisticated yet affordable marketing automation tools enable us to see who is visiting our websites and what specifically they are looking at—even if they don’t fill out a form. By understanding who visits your site and what they look at you can begin to gain insight into how to improve your website so that visitors see you as an authority in your field.
Even more importantly, knowing what a visitor is looking at also enables the sales staff to reach out and answer questions before your competitors are even aware there is an opportunity. Advanced automation tools like notifications and email follow ups can also be employed to insure that visitors remain engaged with your company and that you are providing a customer-focused response.
You’ve spent a lot of time building a website with great content. Now, begin to systematically leverage that content to build business leads and see solid ROI.
To really understand how to leverage your website to get leads and business, contact Chief Internet Marketer for a demo of marketing automation.
Any search engine optimization (SEO) specialist will tell you that it’s easier to rank for 3-4 word terms than for broad one- or two-word terms. And really, it makes sense. There are fewer searches on these terms, therefore less competition. However, it’s also been shown that click through and conversion rates are higher for multi-term searches that serve up relevant content to visitors.
There’s now a new opportunity to target search terms beyond the traditional 3-4 word search phrases. The combination of smartphones with Google Voice Search or Siri does a good job of serving up results for a spoken search query, and that is opening up a whole new opportunity for those search queries made up of 5 or more words. Now that users can just ask their phones a natural-language question…they will.
So, when thinking about top search terms to target, think about questions like “What type of doctor treats ___________”, “Who’s the best divorce lawyer in _______________?”, “Where’s the best deal on __________ near me?” Since early movers can get to the top quickly for search terms, identifying these key “questions” and getting content in place can net big returns in organic traffic to your website.
To discuss building an effective authority marketing campaign the gets results, contact Chief Internet Marketer.