Looking ahead to 2019
With the start of the New Year, savvy business owners are likely planning to develop and implement the best marketing strategies to grow business. Having a strategic marketing 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 marketing 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 2019 marketing strategy.
1. Use Keywords to Create Organic Searches
A Word Presence Solutions report from 2016 states that Google is responsible for 94% of total organic traffic. 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 site is very important in your marketing strategy. 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. Promote Your Online Store
Ecommerce is becoming increasingly popular on both computers and mobile. Global retail ecommerce sales will reach $4.5 trillion by 2021.
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.
Security is a key feature in promoting your online store. According to Blue Corona, 84% of people will not make a purchase if they are dealing with an unsecured website.Looking to learn more about optimizing your website? Mobile SEO: 3 Things You Need to Know
4. Become Mobile Search Friendly
That means that companies that are developing their market plans should ensure that their websites are optimized for mobile, as well as computers. Perform a mobile test after your website is designed to ensure that it is easy to navigate and all the features are fully functional.
Particularly since 51% of mobile users have discovered a new product or company while conducting a search on their smartphone (Google 2018).
5. Create a Robust Blog
Blogs are an increasingly popular way to humanize your brand and connect with your audience who are looking for your expertise.
55% of marketers say blog content creation is their top inbound marketing priority (HubSpot 2018).
It is crucial to keep your blog up-to-date and continuously post trendy and informational content. Companies that published 16 or more blog posts per month got 4.5 times more leads than companies that published 0-4 times per month.
Interested in more information about blogging? 5 Ways Blogging Helps Professionals Show Their Expertise
6. Develop a Content Strategy
A Demand Gen Report reveals that 47% of consumers review at least 3 to 5 forms of content prior to engaging with sales associates.
Content marketing gets three times more leads than paid search advertising (Content Marketing Institute 2017).
Therefore businesses should keep an adequate amount of content online to ensure that it's available for these consumers.
According to Edison Research, the number of people who listen to podcasts has been steadily increasing each year since they began researching in 2008. Currently, about 25% of Americans tune in to podcasts every month.
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 is a great way for companies to be found online. For example, according to the Pew Research Ctr., YouTube and Facebook continue to dominate with 73% of adults using YouTube and 68% using Facebook.
Instagram is on a steady incline, used by 35% of adults, followed by LinkedIn at 25 %, and Twitter at 24%. 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 or service is with videos. According to Hubspot, in 2018 81% of businesses reported using video as a marketing tool -- up from 63% in 2017, and 97% of marketers say video has helped increase user understanding of their product or service.
10. Create YouTube Videos
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 2019 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.
Editor's note - this article was first published in 2017 and has been edited and updated in February, 2019.