Is your web presence costing you customers?
Digital Presence in simple terms, ‘to show your business online’. Digital Presence matters whenever any person searches for your business online. Generating digital presence is really easy with the help of resources like a website, social media platforms, business directory listing, customer reviews, and other online sources.
- Create an engaging Website
- Social Media Presence (Facebook, Twitter, LinkedIn, Instagram, Pinterest, TikTok, Reddit, and more…)
- Business Listings (Google My Business, Yelp, Better Business Bureau, Trustpilot, and more..)
- Business Location Listing (Google Maps, Apple Maps, Bing Maps, and more..)
- Participating in Online Question-Answer Sites (Quora, StackExchange, Yahoo Answers, and more..)
- Local Directory Listing (YellowPages, Whitepages, Foursquare, and more…)
- Digital Advertising (Google Ads, FB-Insta Ads, Twitter Ads, Bing Ads, AdMob, and more…)
Anyone who has spent any amount of time working in search engine optimization (SEO) knows that the industry is always changing as the leading search engines constantly update and alter their algorithms. While SEO teams constantly try to capitalize on the newest rules to ensure their content achieves the highest possible rankings on search engine result pages (SERPs), search engines like Google and Bing are looking for loopholes and room for improvement to provide searchers with the best possible experiences and the most accurate search results.
The goal of every search engine is to quickly provide the user with the most accurate results for their searches. Search engines use various methods to match users’ queries to the most relevant results. The algorithms behind these search engines are constantly being tweaked, improved, and adjusted to provide better user experiences. To capitalize on how search engines function, it’s vital to fill your site and your blog with well-written, valuable content that appeals to your ideal customers.
In the early days of digital marketing, many unscrupulous content marketers simply uploaded content stuffed with keywords that were barely readable by human users. This content was intended to capture the attention of the earliest search engine bots, programs that crawl through online content to find keywords, links, and other data points to match the user input. This quickly became a trend, and leading search engines like Google took swift action to penalize keyword stuffing and other black hat SEO tactics.
Today, Google rewards websites for publishing relevant, high-quality content that appeals to a target niche. If you already invest the time and effort necessary for creating high-quality SEO content intended for human readers, you’re ahead of the curve.
Regularly take the time to research your market and your target customers. Consumer preferences change over time, industry trends shift, and the market may not be the same six months from now.
Essentially, you need to keep tabs on your niche and the customers within it as best as you can so you can continue to deliver the highest quality content and better experiences to keep them coming back to you for more.
Boost Your Digital Presence in 2020
You’ve probably developed a solid digital marketing strategy that works for your current goals, but it’s always worth investing some extra time and effort into futureproofing your marketing strategy.
As you develop your content marketing strategy for 2020, the following tips can help you be more successful and discover new ways of connecting with your target audience:
Invest in Customer Persona Research
How well do you know your core customers? Do you have an idea of the types of customers you’d like to reach but haven’t connected with as strongly just yet? Customer persona research could be one of your most valuable marketing investments of 2020. Effective user research can provide you with a better understanding of your target market’s wants and needs, help you develop content that’s more precisely targeted toward their interests and goals, and understand your place in your niche more clearly.
Questionnaires, surveys, usability tests, and A/B testing can all provide valuable insights into your target customers. Develop several customer personas using the data you’ve gathered over time to determine who your best customers are, how they spend their time online, and the best ways to reach them with effective marketing campaigns.
Almost every business has a Facebook profile by now, but other social media outlets can be fantastic for connecting with different audiences. Instagram and Snapchat can be ideal places to display new products and upload video content snippets. They’re also great for photo content, and Twitter is the go-to place for hot stories and the latest news updates.
Determine where your target customers spend their time using social media and try to cultivate followings on a new platform in 2020. Spend some time fleshing out customer profiles and determine which social media platforms are most likely to appeal to them. This is yet another reason why thorough user research is such an effective tool for strategizing.
Increase Your Brand Authority
Does your audience know they can rely on you for the latest industry news? Do they regularly comment on your blog posts to tell you how informative and valuable they are? Brand authority builds as you connect more deeply with your audience. When you consistently provide your audience with relevant content and prove you know what you’re talking about, you inherently build authority.
Your brand authority also has a significant impact on SEO, so look for opportunities to prove your place as an industry leader. For example, if you publish content to your blog and simply list your contributing authors as “staff” without creating fleshed-out author bios for them, this is a big missed opportunity to build your authority and earn some easy SEO points under the new EAT update.
Voice Search and Planning for NLP SEO
Search engines are getting smarter, and the newest set of updates for Google includes BERT, the Bidirectional Encoder Representations from Transformers. This new system is a natural language processor (NLP) system designed to more accurately interpret user searches, especially voice searches that typically entail more longtail keywords and filler words.
While you have likely already adapted a mobile-first approach when it comes to web development and content creation, make sure to carry those lessons over to prepare for the surging number of voice searches. Start looking for ways to incorporate more NLP SEO elements, such as longtail keywords and more fleshed-out keyword strings with filler words that users will likely speak into their devices to perform voice searches.
Invest in Video Content Creation
Content still very much reigns supreme as the key to successful SEO, but the type of content you’ve produced may be a bit stale compared to what some other brands are offering. Video content holds incredible potential for virtually any brand. How-to videos, product demonstrations, facility tours, “meet the team” interviews, and behind-the-scenes showcases are all possibilities. Video content is also highly shareable, so this can be a great way to boost your social media presence, too.