It’s time to hit the ground running in the new year, digital marketers. That’s why we’ve pulled together a list of digital marketing resolutions that will help you market more wisely and tackle ROI. So, get ready to put the last twelve months of marketing efforts behind you with 8 ways to be better, faster and more profitable in 2017.
- Prevail with prescriptive analytics.
“Big data” has given us more metrics than we ever imagined but marketers still struggle with how to apply it. In 2017, leverage prescriptive analytics to get smarter about using data-driven insights to drive our marketing tactics and improve ROI.
- Make SEO ubiquitous.
Your search engine optimization program should be synonymous with plain, old, good marketing. As Google continues to fine-tune its algorithms, hacks once used to game rankings will go the way of the dinosaur. More often than not, you should combine good web design with compelling content and a touch of “white hat” SEO to get your page to the top of search results.
- Put your website to work.
Turn your static, brochure-style website into a living, breathing, engagement engine designed to guide leads through the marketing funnel. Conversion rate optimization (CRO) should lead this charge, prompting website visitors to do more than pop-in. Your visitors should want to stay awhile — download and e-book, share a blog post or even request a consultation.
- Target your content accordingly.
The advance of targeting tools like Optimizely, Demand Base and Acquia Lift will improve your ability to give customers personalized content. Your definition of good content marketing should grow to include content that is both engaging and relevant to your target audience.
- Hire a strategic digital marketing agency.
The growing complexity of marketing tools means that your agency needs to be strategic as well as tactical. In addition branding and advertising, you should expect them to help you harness new marketing technologies to create more compelling, click-worthy campaigns.
- Get personal with email.
Email never died. It just moved to a different stage of the marketing funnel. That means you should do away with “spray n’ pray” email blasts to broad lists of anonymous contacts. Use marketing automation to create targeted email nurturing programs that send the right emails to the right customers and prevent you from abusing subscribers with boring, irrelevant messaging.
- Prioritize social video
The rise of Facebook Live has kicked off a new dawn of social video sharing and inspired brands to tell their stories in new, more visual ways. 72% of businesses swear by video marketing conversions with no signs of slowing down in 2017. Make sure you don’t miss the boat in 2017.
- Don’t forget to make mistakes.
Beloved author Neil Gaiman once said:
“I hope that in this year to come, you make mistakes. Because if you are making mistakes, then you are making new things, trying new things, learning, living, pushing yourself, changing yourself, changing your world.”
Mistakes are essential to optimization. They inspire improvement and help us get better. If you are too afraid to make (and ultimately learn from) them, you risk stagnating in the face of less risk-averse, more innovative competitors.
So, make mistakes in 2017. Then learn from them. Then grow. Change your brand for the better and, who knows, maybe even the world.
Marisa Meyers is an expert digital marketing strategist with 8 years’ experience and an unhealthy obsession with zombies. When she isn’t helping clients develop buyer personas, map customer journeys or otherwise navigate the complex world of digital marketing, you will find her binge watching all 6 seasons of the Walking Dead.