10 Things to Consider for Your 2018 Digital Marketing Plan

By Brittany Laeger

It’s that time of year again, time to start analyzing successes, owning up to the failures, and looking ahead to your 2018 plans. While it can be easy to keep your marketing engine running on the status quo, in today’s marketing world, it’s important to look at the new tools, technologies, and features that are available to make sure you are doing everything to be successful and continue to grow, learn and thrive.

As you look ahead to the coming year, here are ten things that you should take into consideration when you start crafting your 2018 digital marketing plan.

  1. Lean into Your High-Quality Content
  2. Create Content Pillars and Topic Clusters
  3. Launch a Growth-Driven Website Plan
  4. Ramp Up Your Facebook Marketing
  5. Test Live Chat and Chatbots
  6. Increase Your Video Marketing Budget
  7. Leverage Data-Driven Marketing
  8. Utilize Storytelling to Establish a Deeper Connection
  9. Get Specific with Micro-Targeting
  10. Use Website Personalization to Deliver Relevant Content

Let’s take a deeper look at each one of these potential tactics and how you might deploy them in your marketing plan this year.

1. Lean into Your High-Quality Content

The buyer’s journey has changed so much from where it was just 10 years ago — and content is at the heart of it. With access to a world full of information, buyers have the opportunity to search, explore, research, and compare not only from the comfort of their own home but right from the palm of their hands.

Just think about what that means! Let’s say that you own a small hardware store. A customer could be standing in the middle of your store, not finding what they need. But instead of asking a service rep, they take out their phone and search “best ways to fix a broken door handle.” They are led to an article that walks them through the process of fixing a door handle and at the bottom of the article is a beautiful call-to-action that says “Click Here to Buy Everything You Need to Fix Your Door Handle. (Oh, and you can pick it up at the store today).” Just a few clicks and you have lost that customer.

The Internet has become the world’s most trusted sales representative and if you are not part of that conversation, you’re missing out.

Yet there are now enough companies in the conversation to create another concern: keyword-friendly content that doesn’t really say much very much beyond the obvious. Google reacted to the massive scale of mediocre content by adding quality filters to its algorithms — trying to reward the kinds of pieces that searchers are looking for in the first place. For example, if someone finds your link on the top of the first page on Google, but, instantly, clicks back to the search result page, that reflects poorly on the quality of your site.

For some companies, this might mean slowing down the content train and starting to find the right cadence that allows you to create better content. However, there are a lot of companies out there that STILL haven’t made use of a regular, SEO-centric content schedule. If that’s Go to the full article.

Source:: Business 2 Community

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