Digital Marketing Strategy 2022
With 2022 rapidly approaching, now is the perfect time to stitch your search marketing loopholes before a brand-new year begins. It hasn’t been the easiest of times for digital marketers, with increased competition as a result of Covid-19 pushing more companies online. But this is even more reason to up your game. So with this in mind, here are some loopholes you need to avoid in your digital marketing 2022 strategy.
Stop Focussing on Keywords Over Topics
Keyword research is a must. This goes without saying. But you’ll be wearing yourself into the ground trying to produce copy for single keywords only. Instead, it’s a much better idea to think about keyword topics relevant to your industry niche. This allows for ample keyword usage while providing opportunities to produce incredibly interesting and relevant content. If your keyword is ‘tax accounting’ for example, you could look deeper at the pain points around this and come up with a group of articles addressing this topic.
Make Sure Your Paid Media Messaging is Consistent
With paid media, you essentially use ads to drive people further along the marketing channel. These ads are likely to be attractive, keyword-rich and tailored to your target audience. But where do they lead? If people who click on these ads are taken to a landing page that doesn’t match where they’ve come from, your bounce rate will be significant. For this reason, your landing page needs to reference the same messaging as was seen on the ad for consistency and to avoid confusion.
Don’t Ignore Poor Site UX
You could have the best content in the world, but if the user-experience of your website is poor, consumers are likely to lean toward your competitors. So, always make sure you have a clear, modern and intuitive website that works perfectly with search marketing. You’ve worked hard to get people there, so don’t lose them just because your text is tiny, or you’ve popped white writing on a yellow background. Make sure navigation bars are also simple as people don’t want to be sifting through loads of options for the content they need. Always divide content up too with title text, headers, images, videos and more.
Don’t Forget About Your PPC Efforts
PPC can drain your marketing budget if you’re not careful. So it’s really important to check that your ads are converting as you’d hoped. If not, it might be worth going back to the drawing board. Sometimes, rewording copy is all it takes to improve click-through rates. Is your messaging clear? Can it be clearer? Can you change the call-to-action to incorporate a business USP? Would you click if you saw the ad – why or why not? Being self-critical and keeping an eye on the stats will help you to progress.
If you’re looking for a marketing agency Kent that can tailor strategies to meet the needs of your business, contact Whitefish Marketing today.
