Digital marketing is something that we think is extremely reactive. It is always changing and growing, therefore we have to learn to keep up with it if we want to succeed at it. So, now that it’s coming to the end of the year, we thought we’d look back on the campaigns we’ve done and reflect on the 12 digital marketing lessons learnt in 2019.
Technologies change – principles don’t
Technology is a fundamental part of digital marketing and unfortunately for us, this means algorithms are always changing. However, the core principles of digital marketing don’t. Even without algorithms, it all comes down to providing the optimum way in which users get information they are looking for. So, as long as you’re providing great content, on the right platform then you’re going to get some traction.
There’s no quick fix
Rome wasn’t built in a day and neither was the top spot of Google for your ultimate keyword. Digital marketing takes time no matter which channel you’re looking at. Social media, search engines, email marketing – all of these take consistency and experience to get right. You can’t just apply one small fix and expect to see results. Success in digital marketing is a slow process but well worth the wait.
Test, test and test again
When it comes to digital marketing lessons we think that testing is the biggest one. Testing out ideas through A/B testing is key to learning more about your audience and what they want. So, make sure you do your tests across all your digital marketing channels and make notes on what won users over.
Data is your best friend
Bouncing off the above point – data is your best friend. Data is how you’re going to know what is working and what isn’t working. Monitor campaigns closely – did they bring more web page visitors? Did they bring more conversions? If not, can you find out the reason why? Check out exit rates, bounce rates and other behavioral statistics. Whilst they may not paint a full picture, they could give a small indication as to what went wrong.
Don’t get caught up in the latest gimmick
We all love a good trend, but if it’s not beneficial or delivering anything in return it’s not worth it. Basically the bottom line is that parallax scrolling and Facebook prank videos are cool but they’re not the reason customers want to work with you.
Nobody has a crystal ball
Digital marketing is unpredictable. No one knows for certain what is going to happen in the future. So instead of trying to stay one step ahead of the algorithm changes or digital marketing trends, just keep an eye out for changes. This way you know you’re going to be getting your strategy right and not building it around some crystal ball prediction.
Focus on messaging
Messaging is key for any business using digital marketing to gain more exposure and customers. After all, your messaging is what people will take in the most and remember the most. Remember – messaging is not just about words, it’s also about what people can perceive through your website design, email layout or social media branding. So make sure you focus on what you want to portray and get it right.
Social isn’t about followers anymore
We’ve already explained the rise of the micro-influencer on here. Engagement, and not followers, is now the metric all businesses should be chasing.
It’s all about the user
Social media platforms and search engines are always searching for the best ways to provide the user with the best user experience. Therefore, you should take the same stance with your website. Make sure everything is easy for the user to find – popular pages should be clear, CTAs should be prominent and contact forms should be easily accessible. We’ve even listed some of the best ways to improve user experience right here on this blog if you want to find out more.
Content is still king
Long live relevant and useful content! We know content marketing has been around for a while now, but it doesn’t show any signs of disappearing yet. Users spend more and more time digesting content now than ever before, so it makes sense that although it is 2019, people are still chasing that content!
Of course you can do things to your digital marketing campaigns to appease the search engines and crawl bots. But you should be more concerned about changing your website to please your customers. Again, it’s all about user experience! Make your campaigns human and relatable, not soulless for the SEO purposes.
Having fun and experimenting with digital marketing can produce some pretty great results. So just let your business be itself and have fun, after all, there isn’t another business quite like it.
So those are the top 12 lessons we’ve learnt about digital marketing in 2019. What were your biggest lessons?
As always, if you need any further assistance with any website or online marketing projects then please don’t hesitate to contact us right here on our website. Until then, happy marketing!