Staying Ahead of Everything Digital

July 26, 2023

Running a business can be a demanding and time-consuming task when it comes to search engine optimisation or other digital marketing and many business owners may find it challenging to keep up. While DIY digital marketing can be cost-effective, it requires significant time, effort, and resources.

One of the biggest challenges of DIY digital marketing is the need to stay up-to-date with the latest trends and techniques. Digital marketing is a rapidly evolving field, with new tools, platforms, and strategies emerging all the time. Business owners who choose to take on their digital marketing may need to devote considerable time and effort into research, learning, and experimentation.

In addition to staying informed about the latest digital marketing trends, business owners must develop and execute effective digital marketing strategies. This includes creating compelling content, managing social media profiles, running advertising campaigns, and analysing data. Each of these tasks can be time-consuming and requires specialised knowledge and skills.

Moreover, business owners must also find the time to continually monitor and evaluate the results of their digital marketing efforts. This requires a deep understanding of Google Analytics and the ability to interpret data accurately. Without this understanding, running campaigns on digital marketing channels that are not providing a return on investment becomes inevitable. Therefore, it is crucial to have a comprehensive understanding of digital marketing and analytics to ensure the profitability of your business.

Keeping Up With Constant Changes in Digital Marketing

One frustrating fact about digital marketing is the constant changing of third-party software platforms. Google, Facebook, and other social media platforms continually change how end-users use their technology. Email marketing platforms have also been making changes, using advanced algorithms and customer journey data to improve reach and ROI.

Privacy laws have become more stringent, with countries in the EU and the USA rolling out new regulations that phase out the usage of third-party cookies. As a result, cookie tracking is disappearing, and marketers are focusing more on first-party data, such as customer information collected through website analytics or CRM systems. This shift allows for new ways to gather and use data while maintaining consumer privacy and trust.

When you consider all the changes taking place together with the expertise needed to execute effective digital marketing campaigns that provide a positive ROI, the expertise and knowledge needed are extensive.

The Launch of Google Analytics G4

One significant change in digital marketing is the launch of Google Analytics G4. This new version provides more advanced tracking and reporting features, including AI-powered insights and machine-learning capabilities. With G4, marketers can better understand customer behaviour and optimise their marketing strategies accordingly.

The advantage of moving over to G4 is that Google has set up default metrics and event tracking for small businesses that cover events that are automatically recorded. Previously, a business needed to set up custom tracking using Google Tag Manager to achieve the same results. The new Google G4 provides default events tracking such as:

  • Outbound clicks (e.g. website phone number click)
  • Downloads
  • Form submission (e.g. Contact Us webform)
  • Video views (video start and video progress)
  • Page scroll ( 25% to 90% scroll depth)
  • Site search
  • Plus, many more Google Ads and App metrics tracking

The additional learning curve with G4 is that if you need to dive deeper into analytics, there is a new reporting system that business owners will need to learn to get more detailed analytics reporting.

Changes To Google Ads Campaigns

There has been a growing focus on audience targeting and personalisation in Google Ads campaigns. Advertisers use various targeting options, including demographics, what products or services users are actively researching, and data based on interests to reach their ideal customers. Additionally, there has been an increase in automation and machine learning use in Google Ads campaigns, allowing for more efficient and effective ad delivery.

Google has introduced advanced cross-platform campaign technology that allows digital marketers to set up campaigns that reach the target audience with video and other digital assets like images and text to show on all Google networks from the one campaign.

Changes in Search Engine Optimisation (SEO)

Ensuring your website is designed for an optimal user experience has become key to staying ahead in search engine rankings. With Google prioritising websites that offer fast page load speeds, easy navigation and mobile responsiveness, you can gain a competitive edge by using search engine optimisation to improve your online presence with the latest UX advancements, including;

  • Fast website page load speed
  • Improving the Core Web Vitals on your website
  • Better Conversion Rate Optimisation (CRO)
  • High-quality content
  • High-quality backlinks

Search engine algorithms are now leading the charge on higher-quality content as they prioritise delivering valuable resources to their users. Gone are the days of using primary and secondary keywords as a stand-alone strategy. Websites must provide high-quality user experience and content that satisfies the users’ search intent. In addition, content should connect with readers through informative, helpful and engaging information that people find truly useful. Providing useful, helpful and informative content opens up the opportunity for other readers to share your content to other readers or even be used as a source of information as a link on another website.

Local SEO Strategy and Tools

Local SEO has become even more critical for businesses with new technology and strategies to reach your target audience as consumers increasingly rely on search engines to find local businesses. Google Business Profile (GBP) has become an essential tool for local SEO, allowing businesses to manage their online presence and provide critical information to customers. There has also been an increase in the use of local keywords and location-based content on websites to improve local search rankings.

Changes to Social Media Strategy and Campaigns

Social media continues to be an essential part of digital marketing, with a growing focus on user-generated content (UGC). One change in social media in the past two years is the quiet decline in organic reach. Many social media specialists have noticed organic social media reach is in decline, with the exception of LinkedIn. This doesn’t mean your organic social media is going away; it just means you need to adjust to the change. All social media platforms are pay-to-play business models, and the deliberate strategy of social media companies is to drive more users to use paid ads to reach their target audience.

The Rise of Granular Email Segmentation and Interactive Content

Email marketing platforms such as Klaviyo are increasingly using granular data and automation to segment email lists and deliver greater data analysis. This ability to segment on a granular level provides more opportunities to create email marketing campaigns with content matched to each customer journey, resulting in more relevant and highly targeted content.

In addition, there has been an increase in the use of interactive email content, such as polls, quizzes, and automated customer journeys, to engage subscribers and improve email marketing campaign performance and ROI. This interactive content can help businesses learn more about their subscribers, personalise the email experience, and drive conversions.

Here are some of the benefits of using granular email segmentation and interactive content in your email marketing campaigns:

  • Increased relevance: When you segment your email list and send targeted content to each group, your subscribers are more likely to be interested in the message and what it means for them. This can lead to higher open rates, click-through rates, and conversions.
  • Improved engagement: Interactive content can help you engage your subscribers and keep them coming back for more. This can lead to increased brand awareness, loyalty, and sales.
  • Better data insights: By tracking the performance of your email campaigns, you can gain valuable insights into your subscribers’ interests and behaviours. This information can be used to improve your future campaigns and get better results.

If you’re looking to improve the performance of your email marketing campaigns, I recommend using granular email segmentation and interactive content. These strategies can help you reach your target audience with more relevant and engaging content, which can lead to better results.

Final Thoughts

So there you have it! Digital marketing has undergone significant changes recently, driven by technological advancements and consumer behaviour shifts. Staying up to date with the latest technology is critically important to allow businesses to reach the target audience and engage with customers more authentically.

The shift away from cookie tracking has led to a renewed focus on first-party data and consumer privacy. As digital marketing continues to evolve, marketers must stay informed about the latest trends and adapt their strategies to meet the changing needs of their customers.

Finally, it’s worth noting that even with the best intentions, business owners may not have the time and knowledge to commit to DIY digital marketing fully. Running a business requires a great deal of time and effort, and balancing the demands of day-to-day operations with the need to develop and execute a comprehensive digital marketing strategy is a challenging task for a full-time digital marketing expert, let alone a business owner trying to run a business and DIY their own digital marketing.

If you are a business owner and struggling to keep up with the challenges of digital marketing, contact Liberty Marketing for a free 20-minute consultation on how we can help you stay on track.

Paul Murphy

Paul Murphy

Paul Murphy is the founder and business owner of Liberty Marketing since 2006. Liberty Marketing operates from Geelong, Victoria and works as a freelance digital marketing specialist and print management company in partnership with a wide range of web development and print suppliers throughout Australia. Together, we strive to deliver the latest technology solutions.