Looking ahead to 2017
As the New Year is approaching, savvy business owners are likely planning to develop and implement the best marketing strategies to grow business.
Having a strategic market plan in place is the key to goal setting, implementing the most appropriate marketing activities, and measuring performance.
Businesses that perform regular market research and keep up with the latest market trends:
• Make more informed market decisions
• Can better anticipate their customer’s needs and wants, and
• Can better position themselves for market opportunities
In fact, according to MarketingProfs, market research helps companies both weigh and quantify market opportunities, allowing them to prioritize strategies that have the highest revenue potential based on your brand.
There are so many options for search engine optimization available that each could take your business in different directions, which is why planning in advance is critical.
To assist with your efforts, below are 10 important web statistics that you should find helpful when developing your 2017 marketing strategy.
1. Use Keywords to Create Organic Searches
A Mashable report from 2015 states that Google receives in excess of 100 billion monthly searches. What that means is that billions of people are regularly searching for information.
According to WordStream, 50% of search queries that are made consist of at least four or more words. And according to Backlinko,there are a total of 1,890 words used on the first page of the Google results.
So if you want to be found easily on the first page of the Google search results, it’s important to first determine what keywords are being used during search inquires by your market niche, then use them to create keyword-rich content.
2. Create Local Searches to Drive Foot Traffic
Making local search engine optimization a part of your marketing plan can be very beneficial considering that 72% of consumers who first performed a local search visited a retailer within a five-mile radius.
In fact, according to Google, most consumers who use mobile devices as a means to
perform a search, do so to find nearby locations, whereby 28% of the searches result in them making a purchase.
The importance of your mobile sites is becoming increasingly more important. Google is scanning active sites and promoting the sites that meet their standards and demoting the sites that do not meet their standards.
This is a helpful strategy for brick and mortar companies because it diverts foot traffic directly into your physical location.
3. Use Keywords to Promote E-commerce
If you have an online store, one of the best ways to drive customers to your site is through keyword rich online promotions.
Especially since 81% of consumers perform some type of research prior to making large purchases (Retailing Today 2014).
Writing content that includes keywords that lead consumers to an E-commerce site will eventually increase your conversion rate. 34% of consumers begin their retail research by using search engines such as Bing, Google, or Yahoo - aim to be the retailer they find first.
Looking to learn more about optimizing your website? 4 Reasons Why It’s Important to Build In SEO from the Very Beginning of Your Website Redesign
4. Become Mobile Search Friendly
Surprisingly, more Google searches are done on mobile devices as opposed to computers in at least 10 countries’ - including the US.
That means that companies that are developing their market plans should consider adding mobile search options to take advantage of the vast amount of potential customers who perform searches through mobile devices.
Particularly since 51% of mobile users find out about a nearby company as a result of performing mobile searches (Google 2015).
5. Create Keyword Rich Blog Posts
Writing keyword rich blog posts is a great way to generate organic inbound traffic; mainly because (according to HubSpot) 60% of marketers that use keyword rich blog posts have indicated that blog content creation has become their main inbound marketing strategy.
They’ve also added that 1 out of 10 blogs increase traffic over a sustained period of time as a result of compounding or organic searches.
6. Develop a Content Creation Strategy
A recent Demand Gen Report reveals that 47% of consumers review at least 3 to 5 forms of content prior to engaging with sales associates.
Therefore businesses should keep an adequate amount of content online to ensure that it's available for these consumers.
Interested in more information about what's in store? The Future of SEO: Three Ways to Prepare for Changes Ahead
According to Edison Research, the number of people who listen to podcasts has increased by about 23% between 2015 and 2016.
This popular broadcast platform has considerable power. If it fits into your market, you may want to consider adding it to your arsenal.
8. Establish a Social Media Presence
The popularity and use of social media platforms has grown in leaps and bounds and is a great way for companies to be found online. For example, according to the Pew Research Ctr., Facebook is used by 72% of the adult population, where Instagram is used by 28%.
LinkedIn is used by 25 % of adults, Pinterest by 31% and Twitter by 23%. Additionally, content that appears on platforms containing images receives more likes and responses than those without images.
9. Create Product Videos
One of the best ways to provide information about your product is with product videos. According to Animoto, four times as many consumers prefer watching product videos as opposed to reading about them.
10. Create YouTube Videos
According to YouTube, they have over 1 billion viewers, which is nearly 1/3 of all Internet users combined; and it’s watched by eight out of 10 people who are between the age of 18 to 49 according to Google.
Not only is YouTube watched on mobile and computer devices, but it is also watched on TV as well. YouTube is one platform that business owners should take advantage of to drive traffic to their site.
I hope you find these statistics helpful when planning your 2017 marketing strategy. Knowing where your audience is and where and how they find their information can help you create your roadmap to a successful year.