CEO Monthly Issue 1 2018

28 CEO MONTHLY / ISSUE 1 2018 , Resiliency expert, speaker, consultant and author EileenMcDargh has helped organizations and individuals transform the life of their business and the business of their life through conversations that matter and connections that count. She discusses the right way to hire employees in order to build resilience in your teams. The Future of Online Marketing Today’s business world is certainly different than it was just a few years ago with the Yellow Pages, magazine ads, and radio spots. These days, consumers rely on the web and advertisers must focus on SEO, PPC, keywords, and social media. What will the future of digital marketing look like? The global marketplace is changing on a daily basis. For instance, advertising with Yellow Pages was quite important for a business’s overall exposure not too long ago. The same can be said for direct mail campaigns and magazine ads, as well as spots on the radio. However, now that we are living in 2018, a business needs to focus its attention on the latest marketing trends, such as search engine optimization (SEO), pay per click (PPC), and social media. Relying on online marketing in today’s business world, a company can track 100% of its inbound calls, emails, and online chats to figure out a business’s exact costs down to the penny. Folks have search engines, like Google, in the palms of their hands, pockets, or purses. When a local business used to spend approximately $25,000 a year advertising in Yellow Pages, they can now depend on websites and content management systems for less than $10,000 a year. Quality content writing can attract search engines for no cost, as long as you know the latest and greatest tricks to the trade. You can even set your own budget for targeted PPC campaigns, while connecting with friends and followers to share your messages on Facebook, Twitter, and other sites don’t cost a dime. One technique that will be amazing for your business getting seen online is a good mix of original content and digital images. These days, your business must get a little bit more creative than simply posting stories and reviews on the web. Place relevant and informative links within your content too. Surfers of the web want to see vivid photos, listen to audio files and play with interactive components, as well as watch video clips. It is smart to introduce visitors to your page with a short video introducing your business and its products or services. Save longer videos on your webpage for in- depth descriptions for seemingly interested customers who have already scrolled and clicked on your site. The more visual content that is relevant to your business that’s on your website, the better. Allow people to instantly share the information via email or on their social media pages. As far as what the future of adverting will consist of, internet marketers will be able to identify exactly when their targeted customers are searching the web. Movie theaters will be able to advertise their show times to an entertainment reader every Friday afternoon, while ads for a New England Patriots jersey will appear when a sports fan is checking the football scores on during the playoffs. One thing will remain certain; marketing solutions will continue to progress, just like they have for the last five decades.