Digital marketing is more important than ever for businesses in Austin looking to reach new customers online. With new digital strategies emerging every year, it can be hard to keep up. This article outlines the top digital marketing trends and strategies that Austin businesses should consider in 2023.
Long-term Industry Trends
- Data-Driven Decision Making: With the advancement in analytics tools, businesses can leverage data more than ever to make informed decisions.
- AR and VR Experiences: Augmented and Virtual Reality are adding new dimensions to user experience and engagement.
- IoT Advertising: As Internet of Things (IoT) devices become more prevalent, the opportunities for advertising through these platforms will grow.
Immediate Tactical Approaches
Focus on Search Engine Optimization
With more and more people using Google and other search engines to find local businesses, having a strong SEO strategy is essential. Make sure your website content is optimized with relevant keywords so people can easily find your Austin business online. Update website copy, page titles, image names, and alt text with keywords. Create local landing pages and optimized blog content focused on Austin-based keywords.
- Core Web Vitals: Google’s latest update focuses on user experience metrics. Ensure your website performs well in these aspects.
- Topic Clusters: Instead of individual keywords, focus on topic clusters to create a range of content that can be interlinked.
- Local SEO: For Austin businesses, local SEO can’t be ignored. Utilize Google My Business and local keywords to improve your local search presence.
Leverage Content Marketing
Creating valuable, relevant and consistent content is a key digital marketing strategy for 2023. Content marketing helps build brand awareness, trust, and authority. It also generates sustainable organic growth by attracting new visitors from search engines and social media.
- Interactive Content: Think beyond blogs and videos. Quizzes, polls, and highly interactive videos can significantly boost engagement.
- SERP Featured Snippets: Aim to provide precise answers to commonly asked questions in your content to appear in Google’s featured snippets.
- User-Generated Content: Encourage your audience to contribute content, boosting community engagement and providing free advertising.
Expand Your Use of Social Media
Use social platforms like Facebook, Instagram, Twitter, LinkedIn and TikTok to reach new audiences. Create engaging content optimized for each platform. Run paid social campaigns to boost visibility. Use targeted Facebook Groups and Nextdoor to connect with local Austin communities. Partner with relevant social media influencers. Add social follow/share buttons to your site and emails.
- Ephemeral Content: Content like Instagram Stories that are only available for a short time can drive more engagement and encourage more engagement from the audience.
- Virtual Events: With the ongoing impact of COVID-19, virtual events are likely to continue playing a significant role in social media strategies.
- Community Building: Use your platforms not just for promotion but also for building a community around your brand.
Take Advantage of Paid Search (PPC)
Google Ads and other paid search campaigns allow you to appear at the top of search results and reach customers looking for your products or services. Target paid search to Austin residents searching for local businesses. Track conversions. Utilize call tracking numbers to monitor phone leads. Expand paid search to Bing, Amazon Ads, and Facebook as well.
- Automated Bidding: Let Google’s AI handle your bids for more effective budget utilization.
- Visual & Video Search: Incorporate visual elements in your PPC campaigns as search evolves beyond text-based queries.
- Ad Extensions: Use ad extensions to provide more information and occupy more space on the search results page, thus increasing the chances of clicks.
Develop Conversion-Focused Website
Your website itself needs to convert visitors into leads and customers. Make sure site pages load quickly. Display a call-to-action above the fold. Include trust signals – customer reviews, testimonials, security badges. Allow various contact options – chat, call, email signup. Analyze site analytics to optimize conversion rates. Use A/B testing to try different page layouts and messaging.
User-Friendly Design
- Ease of Navigation: Make it easy for users to find what they’re looking for. Confusing or complicated layouts can lead to high bounce rates.
- Responsive Design: Your website must be mobile-friendly. A significant portion of web traffic comes from mobile devices, so your website needs to look and function well on them.
Strong Call-to-Actions (CTAs)
- Prominent Placement: Position your CTAs where they’ll be easily visible but not intrusive. Above the fold is usually a good location.
- Clear Language: Use direct and action-oriented language in your CTAs like “Buy Now,” “Contact Us,” or “Learn More.”
Effective Landing Pages
- Targeted Content: Create landing pages specific to different offers, campaigns, or customer personas. This improves the chances of converting a visitor.
- Minimal Distractions: Keep the focus on the action you want the visitor to take. Remove any elements that could be distracting like unnecessary links or excessive information.
High-Quality Content
- Engaging Copy: Your website copy should be compelling and focused on solving the customer’s problem.
- Visual Elements: Use high-quality images, videos, and other visual elements to support your copy and engage visitors.
Analytics and Testing
- A/B Testing: Use A/B testing to compare different versions of a page or element to see which performs better in terms of conversions.
- Track Metrics: Utilize analytics tools to measure key performance indicators like bounce rate, time on page, and conversion rate. Make data-driven adjustments accordingly.
Trust Signals
- Customer Reviews: Showcasing reviews and testimonials can give your brand credibility and encourage conversions.
- Trust Badges: Display security badges, money-back guarantees, or other symbols that help build trust.
Loading Speed
- Optimize Images and Files: Large files can slow down your website, negatively affecting user experience and conversions.
- Leverage Browser Caching: Use caching to make your website load faster, which can improve conversions.
By focusing on these elements, you can develop a website that not only attracts visitors but effectively converts them into customers.
Diversify Lead Generation Strategies
Email marketing, content offers, live chat, and SMS can generate more qualified leads. Send drip email campaigns and nurture sequences. Gate valuable content offers with lead gen forms. Use chatbots to engage website visitors. Collect phone and text opt-ins. Automate lead follow-ups. Integrate your CRM and marketing systems.
Email Marketing
- Drip Campaigns: Automatically send a sequence of emails that nurture leads through the conversion funnel.
- Nurture Sequences: Keep the leads engaged with targeted and timely content that provides value.
- Personalization: Use the recipient’s name, location, or other personal information to make emails more engaging.
Content Offers
- Lead Magnets: Offer valuable content like eBooks, webinars, or checklists that require users to fill out a lead gen form.
- Content Gating: Require visitors to input their email or other contact information to access high-value content.
- Retargeting: Use data analytics to retarget visitors who have engaged with your content but haven’t converted yet.
Live Chat
- Chatbots: Implement AI-driven chatbots that can handle simple queries and direct users to appropriate resources.
- Human Intervention: Allow an option for users to chat with a real person for more complex inquiries.
- Instant Replies: Use quick and automatic replies to frequently asked questions to engage visitors.
SMS Marketing
- Text Opt-ins: Allow customers to opt-in for text updates for more immediate and direct communication.
- Promotions: Use SMS for time-sensitive offers and promotions.
- Two-way SMS: Enable two-way messaging to allow customers to ask questions or get further information.
Automation & CRM Integration
- Lead Follow-ups: Use automated systems to follow up on leads at different stages of the buyer’s journey.
- CRM Integration: Ensure that your lead generation strategies are fully integrated with your Customer Relationship Management (CRM) system for streamlined operations.
- Data Analysis: Use CRM data to analyze the effectiveness of your diverse lead gen strategies, allowing for better decision-making and optimizations.
By effectively implementing these diversified lead generation strategies, you’re not just casting a wider net but also improving the quality of leads that you attract.
There are many digital strategies that Austin businesses can leverage in 2023 to drive meaningful growth. Focus on your ideal customer, create targeted campaigns across channels, track performance, and continuously optimize efforts. With the right digital marketing approach, local Austin companies can thrive online.
Your business deserves the best digital marketing strategies. Don’t wait; the perfect time to act is now. Book an appointment with us to elevate your digital marketing game in 2023.
