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Top 3 Small Business Marketing Trends for 2013
Five years ago a solid email marketing strategy combined with offline marketing endeavors—like print and radio ads—would see your small business rolling along just fine in the marketing department.
Today, however, the list of small business marketing tasks is both exhaustive and overwhelming. Marketing has become a whole new world with social media, email marketing, ecommerce and search engine optimization to name a few.
In 2013, mobile optimization and creating excellent, top-notch content are the two trends that run through all types of marketing activities. Overall, mobile is this year's exceptionally big trend, and we see it deeply tied to most aspects of online marketing.
5 Online Marketing Trends Small Business Owners Need to Know
Small Business Computing spoke with marketing experts to find out what's trending in small business marketing this year. These five new trends—mobile marketing, SEO, email marketing, ecommerce and social advertising—will help you to improve your Web presence and capture new leads and customers.
1. Mobile Marketing Is Here and Now
Unless you've been living under a rock for the last year, you're probably aware of the growing number of mobile users and the resulting need for small businesses to offer mobile versions of webpages and marketing campaigns.
Massive Impact's CEO, Sephi Shapira believes that small business owners need to focus on mobile marketing this year—including mobile sites, mobile commerce and mobile apps.
Last September the Macquarie Group, a company that tracks Web searches, noted a decline for traditional desktop search as consumers warm to mobile search. There's no doubt that mobile is where consumers are and where you need to be.
Of all the marketing trends to act upon, Shapira says it's vital to make sure your business has a mobile Web presence, because more of your customers will go online with mobile devices this year. Many vendors can make your website mobile-friendly at a reasonable cost, but remember that not all sites can be copied and replicated. You might need to outsource the mobile design if you have a complex website with back-end integration for services and ecommerce.
The good news is that the entry barrier to mobile marketing has significantly lowered over the past few years. Shapira says that small businesses can create mobile marketing campaigns, have a mobile Web presence and even accept mobile payments with little to no upfront costs today.
If the budget can't handle going fully mobile, a small business can do things like create a social presence on Facebook or Twitter (which is mobile-optimized for you) and render key marketing and landing pages for mobile devices. While these are small steps toward creating your mobile Web presence, Shapira says "it's better than doing nothing at all."
2. Content and Content Promotions is the New SEO
Another important investment for small business websites is search engine optimization (SEO) and the strategies to obtain a high-ranking placement in Google and other Web search engines.
There's now a big focus on content and promotion and you may find old tactics just don't work as well in 2013, thanks in part to search engine algorithm updates rolled out by Google last year.
"This year, you're going to have to earn your Google search result," says HubShout, LLC President, Chief Editor and Co-Founder, Adam Stetzer, Ph.D. "The days of handing over a hundred bucks and getting links is over."
According to Stetzer, "earning it" means small businesses will need to produce quality website content and promote it using social media and other online channels. He says the typical breakdown for SEO success is really a combination of on and off-site factors: 30 percent of what makes your search result position (rank) is on-site SEO and 70 percent is off-site SEO factors.
"I think that's surprising to a lot of small businesses. Early on you would build a website, do occasional updates and have a great online presence," said Stetzer. "Now you need to put seventy percent of your effort into off-site promotion by creating a buzz about your content."
Stetzer says this is new territory for a lot of small businesses. To fulfill the on-site requirement for SEO, you need good content, and this is where most small businesses may have difficulty. "A carpet cleaner, a plumber or even a doctor or lawyer is smart in their own ways, but that doesn't mean they're good writers," he explained. "The answer is to outsource the content writing if you can't do it yourself."
Adam Stetzer's 4-Step Plan for Small Business SEO
To be successful in search engine optimization in 2013, Stetzer recommends this four-step SEO plan for small business owners:
Identify demand via keyword research: This must be done first to know what phrases people search on and to find topics you know something about.
Create great content: Use humor, How-Tos, technical information, training, controversy or politics. Videos are awesome for this, but you need at least 300 words on the page.
Tune your page: Use industry-leading on-site SEO tactics such as titles, tags, keyword density, H1 tags, alts, onsite Links, stunning images and call-to-action phrases.
Track and promote: All SEO should be goal-oriented. Track new pages in search results. If it doesn't come to page one (which it likely won't), apply off-site SEO (buzz, link building, syndication, social media, social bookmarking, RSS, forums and guest blog posts).
Email Marketing: Focus on Mobile Optimized Messages
Email marketing also takes a lead from strengthening mobile numbers. This year, small businesses need to focus on optimizing all email communications for mobile subscribers.
"It's critical for small-to-midsize businesses to optimize email for mobile consumers—especially local customers," says Kara Trivunovic, vice president of marketing services at StrongMail. She suggests adding strategies like barcodes that can be scanned on mobile devices and putting mobile coupons in your marketing messages.
The biggest challenge in taking your email messages mobile is having the email render correctly on mobile devices. Trivunovic says you need to change some design elements—such as keeping the message a narrow width, not using fixed width tables, making clickable buttons larger and using a single-column layout. She also recommends that any clickable link in the message loads a mobile-optimized page on your website.
Email message content is also something to think about. Trivunovic compares mobile marketing messages to billboard advertising. "The message needs to be consumed in 8 seconds or less," she says. "On mobile the consumer will glance at the message and decide to open and read. The call to action (CTA) has to be engaging and clear."
Like HubShout's Stetzer, Trivunovic also stresses the importance of quality content. To stand out, she says you need to provide content your customers are looking for. "You can create top 10 lists or offer expert tips to give subscribers value-added content that provides guidance and makes your business a trusted advisor."
6 Job-market Trends
Since the start of the recession in December 2007, the United States has lost 8.4 million jobs. Yet, employers are finally feeling a renewed sense of hiring optimism, according to a new survey from CareerBuilder and USA TODAY.
For the third consecutive quarter, more hiring managers and human resource professionals are projecting they will increase headcount in the next three months while fewer are expecting staff cuts. The nationwide survey of more than 2,700 professionals was conducted by Harris Interactive.
Both the survey and hiring activity are signs of employers' confidence in the healing economy and that they are ready to reincorporate growth strategies. The rise in online job listings and resurgence in temporary hiring are strong leading indicators of a stabilizing market and the creation of more permanent jobs down the road. On CareerBuilder.com, for example, job listings in 2010 have increased both consecutively and year over year.
While the job market recovery will take some time as employers face new market realities and weigh staffing needs, this is a positive sign for job seekers. In addition, it is also welcome news to workers who have been strained by heavier workloads and longer hours caused by their employers' staffing reductions.
In the first quarter of 2010, 23 percent of employers reported they increased their full-time, permanent staff, up from 13 percent in the same period last year and up from 20 percent in the fourth quarter. Employers decreased headcount by 12, down from 26 percent year over year and down from 13 percent in the fourth quarter. Another 64 percent of employers reported no change in their number of full-time, permanent employees while 1 percent was undecided.
Over the next three months, 23 percent of employers plan to add full-time, permanent headcount while 8 percent plan to downsize staffs. The majority (64 percent) anticipate no change in staffing while 6 percent are undecided.
Here are six trends hiring managers and human resource professionals said they foresee regarding staffing in the second quarter of 2010:
1. Hiring contract workers -- Be open to job listings that indicate "contract" or "freelance" work. Still cautious of hiring of permanent staff, 25 percent of employers expect to employ contract workers or freelancers in the second quarter to help fill productivity gaps. Thirteen percent said they are likely to hire these workers on a permanent basis.
2. Offering internships -- No matter your age, consider applying for an internship for the experience and exposure. Employers are upping their number of interns to cost-effectively add resources in the interim. Nearly one-quarter of employers said that they will be hiring interns at their location in the second quarter.
3. Hiring for social media -- Market your social media savvy. As social media rapidly gains popularity among consumers and businesses, employers are taking notice and plan to add jobs and responsibilities related to Web 2.0.
Nearly one-in-ten employers plan to hire a new employee in the second quarter to focus on social media. An additional 13 percent plan to add social media management to a current employee's responsibilities.
4. Adding bilingual staff -- In order to appeal to broader consumer segments in the United States who may not speak English or speak it as a native language, employers are looking diversify their personnel. One-third said they plan to hire bilingual candidates in the second quarter of 2010. Half said that if they had two equally qualified candidates, they would be more inclined to hire the bilingual candidate.
5. Replacing lower-performing employees -- Don't get lost in a false sense of security and prove you're irreplaceable. Companies are re-evaluating their current staffs to prepare for the upturn ahead. Twenty-eight percent of companies said they plan to replace lower-performing employees with higher-performers in the second quarter.
6. Holding on to talent -- If you are that exceptional employee, your employer may likely prove it. 32 percent of employers are concerned that some of their top employees may leave their organizations in the next few months as market conditions improve.
To help retain workers, 14 percent are offering more flexible work arrangements, 14 percent are investing more in training, 10 percent are promising future raises or promotions and 9 percent are offering more performance-based incentives such as trips and bonuses. Another 5 percent are providing a higher title without the salary.
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