EVOLVE Business and Professional Magazine November 2016 | Page 27

KETING TRENDS ts Weigh In Many of my clients produce short e-books full of useful information for their customers and then offer copies for free as Content and Retargeting on every download with a thank you note as well as additional evolution of technology makes it more important than ever for most platforms, the possibilities for adapting workflows to fit reaching the right audience. The latest facet of content marketing, an opt-in to their mailing list. Automation lets them follow up No marketing campaign is complete without content. The offers. While you may have to pay for automation features on small businesses to create organic content and make sure it’s your goals are endless. retargeting website visitors, tags them when they visit your Mobile Sites and Apps future. With a snippet of code on your website, visitors will Mobile commerce is one of the most significant and continuous digital trends. It comes down to this: mobileoptimized and responsive websites are the ones that are capturing customers. Remember to give your customers the ability to purchase your product or service without leaving your site to ensure you capture every possible sale. Integrated apps on your mobile site enhance and simplify the consumer experience and set you apart from competitors who are still operating in the dark ages. Imagine you’re a fitness studio that offers an app with tips, photos, and videos on how to maximize your beach workout. Integrate a check-in and registration option and you’ve achieved digital domination. website and targets your advertising directly to them in the automatically see your ads when they are on sites like Facebook. I’ve seen this shortcut reduce marketing costs for countless clients. Retargeting will help ensure that your ads are well placed, draw repeat visitors, and increase brand recognition. Data-Driven Marketing Even if you have all of the pieces of the marketing puzzle in place, you can’t realize its full potential if you don’t use analytics to prospect and to measure customer engagement. Basing your marketing efforts NOVEMBER 2016 | 27 |