A while back we talked about focusing on the things that don’t change. After all, if you’re going to spend hours and dollars focusing on marketing, don’t you want things that will last a long time?
But what things won’t change? What are the things you should still be investing time and energy into in 2018?
Here is a list I put together. These are things that our own team will be focusing on this year.
First, don’t forget that you’re marketing to real humans with real needs and desires.
It’s easy to get absorbed into things like bounce rate, sessions, open rate, and followers.
But these aren’t just numbers. At the end of the day it’s real people – real customers who are buying your products and services. I know we all know this, but sometimes we forget it. We forget that our product is for real people.
Second, SEO will be more important than ever.
SEO isn’t dead. Many of our clients have built their entire businesses from SEO. And we’re still growing them.
How do I know SEO isn’t dead?
Are people using Google to find products and services?
Can we still influence Google by the content we write and what we put on our pages?
Therefore, SEO isn’t dead. We’re putting massive efforts into continuing to win for our clients in organic search.
If SEO isn’t part of your strategy, you should really think about it.
Third, Email marketing will continue to be important.
Sure, open rates might be down and people’s inboxes may be cluttered.
But if you’re intentional about providing value (and not just pimping your brand), there’s huge opportunity for you.
I could write all day about email strategy, but it’s pretty simple: be personable and be helpful.
If you do that, you’ll be ahead of 95% of email marketers.
And email is still one of the most direct channels we have. It’s largely unchanged by algorithms and other updates that plague Facebook, Twitter, and Instagram.
Fourth, video will be more important than ever.
You have to be creating video content. Vlogs, tutorials, animated content, interviews, how-to’s – it doesn’t matter.
But video should be a part of your strategy.
Instagram, Facebook, YouTube, and Snapchat love video. Video is great in email marketing. It’s great for SEO.
Video is awesome.
You might say, “But video is expensive!”
It doesn’t have to be. You can shoot great video with that thing in your pocket called a smartphone.
When shooting video, follow the same rules as with email: be personable and be helpful.
Video needs to be a part of your strategy in 2018.
Fifth, good sales copywriting will make or break your business.
You can get a million visits, but if no one converts, you don’t make money.
Good copywriting and sales tactics are a must. You need to refine your messaging.
If you’re getting a ton of traffic and few leads, you have a copywriting problem. People see you, but you can’t make them care.
Good copy is about helping people. It’s about making people care.
And good persuasion will always matter. So spend some time learning about it. Spend more time writing. And spend time understanding your customer.
I’ll make you this promise: If you do these five things well, you’ll have more sustainable growth than you would by following any of the latest “trends”.
In other words, it’s fundamentals that will drive your growth.
Cheers to your success in 2018. 🥂
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