by Ray Wang
5 Significant Digital Marketing Trends Every Marketer Should Keep in Mind
Marketers often have difficulties keeping up with the latest in digital marketing due to all the rapid changes. To help marketers stay current with issues most relevant to them, I have listed five significant digital marketing trends you should know:
1. Twitter generates more B2B leads than Facebook
According to eConsultancy, Twitter has a conversion rate of 2.17% while Facebook only has 0.74%. This means that for every 1,000 visitors you generate through Twitter, you will convert nearly 22 of them into customers. Conversely, you can only convert seven out of 1,000 Facebook visitors into clients.
If you are planning to use social media as a prominent marketing or sales tool, you should focus primarily on growing a large, engaged Twitter community than Facebook followers because you will garner greater returns.
2. Email marketing converts more sales than social media
Email marketing has a higher conversion rate than organic search and social media combined. According to MarketingProfs, email marketing had a conversion rate of 3.34% in Q2 2013 while organic search and social media only had 1.94% and 0.79%, respectively.
There are two main reasons why email marketing is effective. First, it lets companies reach customers or prospects who are interested in their products since shoppers won’t subscribe to newsletters unless they are already interested in a company’s offerings. This in turn lets businesses convince shoppers to buy their products more easily because consumers already have some purchase intentions. Second, brands can engage with consumers when they are in a buying mood. When subscribing to newsletters, shoppers already expect to receive information about the latest promotions. This puts consumers in a “buying zone” when reading newsletters.
Social media on the other hand don’t offer such benefits. Social media for example doesn’t offer brands a lot of opportunity to engage with consumers when they are in a shopping mood because consumers go on social networks to read about the latest news or communicate with friends – not to shop.
3. Internal linking boosts search ranking
When another website links to your webpage, it gives your page a ‘vote of trust.’ It sees your page as a trustworthy, relevant source and that’s why it’s referring to your page. This helps your page improve its search ranking because Google considers the number of inbound links a website has as the most significant aspect of its search ranking.
While it is clearly more valuable to generate inbound links from external websites, you can still benefit from internal linking (linking one of your webpages to another).
By engaging in internal linking, you can pass SEO juices from relatively higher authorized webpages (i.e. homepage) to lower ranking pages and improve their search rankings. Moreover, you can control the anchor text and specify which keywords you want to rank for.
(Note: It is most effective to link articles from webpages with higher authority such as the homepage or About Us page.)
4. A/B testing can improve click-through rate by as much as 21%
“A/B testing is a simple way to test changes to your page against the current design and determine which ones produce positive results” according to Optimizely. The positive results could equate to 10%, 50%, or even 200% increase in performance.
HubSpot tested whether a red “Get Started Now!” button would get more clicks than a green one or the other way around.
HubSpot experimented with 2,000 visits over the course of a few days and discovered that the red CTA gets 21% more clicks than the green one. This suggests that HubSpot could potentially get more users and sales by using the red button than the green!
HubSpot’s split-test experiment illustrates the importance of A/B testing in improving performance. Aside from A/B testing for colors, you can split test other iterations such as copy, font, shape, or placement to determine which ones produce optimal results.
5. Companies that blog acquire more inbound links than businesses that don’t
As mentioned previously, the number of quality, relevant inbound links a website has is still an important factor for high search results ranking. That said, while you can acquire a lot of inbound links through unethical black hat SEO practices such as link farming, you will be penalized heavily by Google since they absolutely forbid black hat tactics.
To acquire inbound links ethically, you should blog frequently. According to HubSpot, companies that blog get 97% more links that those who don’t. This is because readers are more likely to link to an article that is timely and intriguing.
In addition to writing blog posts, you should include on-page social sharing buttons to increase shareability so that more people will read your articles and potentially link to your page. According to Jeffbullas.com, websites that have social sharing buttons such as ‘Share on Twitter’ or ‘Share on Facebook’ increase social sharing by 700%.
By listing 7 vital digital marketing trends above, I hope you have learned about some digital marketing best practices that will improve your marketing performance. If you know other trends that you find valuable to marketers, please share in the comment section below!Ray Wang is the Marketing Coordinator at Smartt – a Burnaby-based digital consulting agency. His professional interests are social media marketing and copywriting. You can read more of Ray’s articles at Smartt Blog. You can find Ray on Twitter at @theraywang.