Summer may be winding down, but things are heating up in the digital marketing landscape. And according to our forecast, that means big changes and better digital marketing strategies on the horizon.
This month, the power of the platforms continues to surge as Google introduces gallery ads and LinkedIn launches new tools to help you hone your content strategy. Meanwhile, research shows that 2019 will be the first year U.S. digital ad spend surpasses TV advertising. And If you’re looking to amp up your digital marketing game this month, we have cheat codes galore—including how to structure your web content for better search rankings, keep bounce rates low on your blog, and score 5-star Yelp reviews.
So read on to check out the latest happenings in digital marketing news and trends, and learn how you can apply them to your business.
SEO – Structuring Content for Greatest Impact
Pillar content (A substantial piece of messaging that focuses on a specific topic and can be broken into smaller deliverables) + cluster content (those smaller deliverables focusing on a subtopic that links back to your pillar content) + hyperlinks (a piece of copy text that links to another document or page) = Page one? It’s not going to happen overnight, but committing to this long-term strategy is your best chance of seeing your website on page one for search engines.
PPC – Swipe Right for Gallery Ads
Earlier in 2019, Google announced gallery ads would be released later this year. Well, the time has finally come. Google is rolling out gallery ads (in beta) to advertisers, giving them the opportunity to showcase their brands visually in the search engine. Gallery ads are swipeable, image-based content that appears at the top of search results, and advertisers have the ability to include up to eight images in their ads. Learn more about this rollout here.
Content Marketing – The Key to Keeping Bounce Rates Low
Data shows that when visitors read at least halfway through your blog content, they’re more likely to read more, convert, and buy from you. So how do you keep visitors from bouncing and entice them to pick up what you’re putting down? Techcrunch.com shares its secrets to avoid high bounce rates.
Social Media Marketing – Ready. Set. LinkedIn Launch
Changes are coming to the business-professional social platform. LinkedIn is evolving its insights with the launch of a new Audience Engagement Insights category AND adding five new third party analytics platforms to integrate with its API. LinkedIn Senior Product Manager Amita Paul stated, “With these insights, you can better refine your content strategy and make smarter decisions to help deliver better ROI for your LinkedIn ad campaigns and organic posts.”
Conversion Optimization – Customer Experience: The Gateway to 5-Star Reviews
Yelp completed a recent study, which demonstrated that 75% of the Yelp reviews mentioning “customer service” were all 5-star reviews—further demonstrating the growing importance of customer experience. Walker Research has also released a 2020 report on the future of B2B customer experience, which suggests that by 2020, customer experience will overtake price as the #1 factor that B2B buyers care about most.
Video Marketing – Digital Advertising Spend Takes Top Spot
In 2019, for the first time ever, digital advertising spend is going to surpass TV advertising in the U.S. HubSpot has a great analysis of why this is happening and where TV advertising will fit into the future of your marketing mix.
So, what do these updates mean for your digital marketing strategy? Well, for starters, as consumer attention shifts from TV to digital, it may be time to reevaluate where you spend your advertising dollars. Likewise, the Google Ad gallery and LinkedIn insight categories now give you a chance to really ramp up your organic and paid social advertising efforts, with clearer analysis and opportunities to better showcase your brand. And while you’re at it, use the article links above as cheat sheets to enhance your online presence—which could mean restructuring your web pages to rank higher on search engines, improving your blog content for better engagement, and making customer experience your #1 priority to score glowing reviews.
With great insight comes great responsibility to improve your digital marketing strategy—and this month’s findings can certainly help show you the way.