This is just the right time of the year for you to review your social marketing strategy and think of ways of improving it. As the mobile marketing widens and social networks remain strong traffic hubs, 2015 will require above all adaptability and creativity. Whether you’re running a small local shop or an online business, the following dos and don’ts can inspire you.
Do create a seamless mobile experience by optimizing your website and content for mobile users.
Mobile adoption will continue to grow this year; too many people search the Web on the go via smartphones and tablets for you to afford to ignore them. What’s more, mobile optimization is important for SEO, since it’s only reasonable to expect that Google will continue to reward the websites that provide a unified desktop and mobile experience.
Don’t build content around keywords only.
Google can now understand the context in which content is presented on a website, being capable of spotting content that, although keyword-rich, offers but little value. A far more effective SEO and content marketing strategy is to create web pages based on topics relevant to your market and your users’ interests, and then sprinkle over some carefully-chosen keywords.
Do use Google’s recently introduced AdWords ad customizers to create more personalized ads dynamically, in real-time.
Google’s ad customizers allow you to break an ad into separate elements for which you can create variations for specific audiences. While they require a bit more analysis and tweaking than standard ads, ad customizers can make Web advertising more personal and thus more effective.
Don’t just set up mobile ads and then forget about them.
Mobile advertising is just as sophisticated as contextual advertising, requiring continual analysis, evaluation, and fine-tuning. If market research doesn’t back it up, you may end up spending hundreds if not thousands of dollars buying page views, but without improving your sales.
Do create fresh, focused content that stands out and that targets a specific audience, offering them practical value.
In other words, don’t just recycle generic content and then infuse it with links. Ask yourself what your target audience wants and needs and what format they prefer (blog article, Facebook update, YouTube video, Twitter tweets) and deliver it. In large quantities.
In the end, it’s worth drawing attention to the importance of developing a long-term, flexible social marketing strategy that can adapt and evolve to keep up with the latest technological advancements and Google updates. Get started right now.