The last year was a year of incredible change. Google changed the SERP game by shifting visibility to paid advertising, while also changing the core organic algorithm to natively include the Panda update.
Search engine marketing in Dubai isn’t getting any easier. Top it off with the rapid expansion of marketing technologies, system integrations, and now account-based marketing, and we’ve got an uphill battle.
Here are 4 tips to help improve your 2017 results:
- Pay attention to your top-of-funnel visitors
As a B2B marketer it may seem more worthwhile of your time to focus on your bottom-of-the funnel, qualified leads. But it’s also important for you to know the journey a prospect takes through the sales funnel and what channels and content are driving them higher in the funnel.
Start by asking these four simple questions:
- What channels have the best impact on conversions?
- What sources are hooking new customers at the top of the funnel?
- What kind of content is pushing visitors through the funnel to conversion?
- What keywords are more impactful at the top of the funnel vs. the bottom?
Understand which channels, keywords and content are driving top-of-funnel visits. By utilizing remarketing and search retargeting you can reengage these top-of-funnel visitors and ultimately turn them into converters, creating content with intent at each step of the funnel.
A high SERP listing for your website builds brand recognition, credibility and trust with your target audience. By aligning both paid and organic search techniques, you gain useful insights into customer behaviour you wouldn’t have with just an isolated approach. Develop a cross-channel strategy that educates, builds trust and pushes prospects through the sales funnel faster.
For paid search, you can test different messaging of your paid ads for specific keywords, so you can better understand your visitor’s intent behind the query. For search on the other hand, when writing your organic listings, make sure you follow the new rules for how your listings will display in the Google SERP to ensure your message doesn’t get cut off.
Look to your paid search queries for insight into what’s driving real business results, including phone calls, content engagement and conversions. Identify keywords that are bringing top-of-funnel visitors to your website, and write organic content that aligns with the vistor’s intent behind the query. The key to making the most of your organic search is to incorporate the data and insights from a well-managed campaign in paid search marketing in Dubai.
Conversion rate optimization and usability testing can seem complicated. But it’s easy if you ask the right questions. Dive into your analytics as a first step to understanding how visitors are responding to your content.
Focus on improving content with:
- High bounce or exit rates: Look at the overall flow of the page. Do design elements draw the eye to your call to action? How can you simplify the page to improve the user’s experience?
- Low conversion rates: Determine for yourself what exactly you want visitors to do on your page. Is the call to action clear? Are the benefits you’re offering obvious to the visitor?
Put yourself in the shoes of your visitor and understand how elements on your page could affect their behaviour, and start testing. These small wins can soon lead to big gains in engagement and conversion results.
When it comes to B2B marketing, phone calls play a crucial role. This is because leads coming from phone calls are more qualified and closer to making a commitment than leads from an online form. When you’re looking to increase qualified leads, it’s important to understand what’s driving qualified phone calls.
By tracking phone calls you gain insight into what paid keywords and campaigns are driving the most phone calls. When considering the ROI of a campaign, understand the complete influence of paid search by measuring both online leads and phone calls.
Even with regards to organic site visitors, call tracking helps measure return from SEO efforts by tracking phone calls from targeted SEO landing pages.
Use these tips to uncover new opportunities to attract, connect and engage your audience across your marketing and sales process to drive real results from your 2017 plan in digital marketing in Dubai.