The one thing that stays consistent in the world of marketing is change. What was effective last year may not be useful in 2014 to gain attention from prospects, and new developments occur on a daily basis.
Now is the time when many web site owners are setting goals for next year. Setting goals is an important way to determine what is and is not working with your company’s marketing plan. Because of the fast paced changes that occur in the marketing world, there are several considerations to make when it comes time to set goals for your organization’s marketing in 2014.
Analyzing Your Results From Last Year
In order to know where you are going, you have to know where you have been. Run reports and analytics to research marketing data from the past year so that you will have a better idea of where to set your sights for 2014. Look at all types of numbers including sales, customer retention, page impressions, and conversions. Once you have a good sense of how you did in marketing categories that are important to you, it will be easier to determine where you need to be for 2014.
Considering What’s Important In 2014
After you have an idea of where you succeeded and failed this past year, consider trends that will impact the success of your web site next year. For web site owners, 2013 saw major changes to several key areas of marketing that will most likely continue through 2014. These changes must be kept in mind for page owners that want to add more traffic to their site.
Changes To Search Engine Optimization
In late September, Google announced the “Hummingbird” algorithm, designed to make the search experience more user friendly. Instead of focusing SEO strategy around keywords, content has become even more important. Google is attempting to provide relevant, authoritative content to all of their search users. For example, the new Google Authorship feature will allow experts to be confirmed as the author of a certain piece of content.
Conversational search is also important: Google is striving to allow people to search the way they speak. The new algorithm is designed to not just focus on particular words in a search, but what the words mean together as a phrase. This means that your SEO focus should move beyond just considering keywords to thinking about the phrases and questions people are actually searching for.
Mobile Web Browsing
Emphasis on mobile browsing: mobile use of the Internet has grown tremendously in recent years, and statistics show it will continue to do so. Even more important for marketers, the mobile marketplace may have a tremendous amount of room to grow in. In May, renowned venture capital firm Kleiner, Perkins, Caufield, Byers released a study with revealing statistics on Internet trends that showed that mobile media has a 12% share of the time that consumers spend on media channels, yet only comprises a 3% share of advertising spending.
What does this mean for your page’s marketing strategy in 2014? You must incorporate mobile browsing into your planning. Mobile optimized sites are important: you need to have sites that can load on an array of different mobile devices and have the features that mobile users are looking for. Bizreport advises business owners to add features like click to call and abandoned cart technology to help improve sales and drive customer interest.
Set Goals And Achieve Them In 2014
Now that you know what to expect from major areas of the online marketing world in 2014, think about how you can set goals for these areas. Your individual goals will depend on the nature of your business and what you want to get from your web site, however best practices for setting page goals should follow the SMART system: specific, measurable, attainable, realistic, and timely.
In other words, you should have goals that you can track in a predetermined amount of time that you can realistically attain. Considering the right areas of marketing and setting the right type of goals will put you well on the way to maximizing the value of your web site.
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