eMarketer has released a new article about the daily activities of digital marketers. The results show that marketers often engage in SEO, social and content-generation inbound marketing practices every day. But is that all they should be doing? Let’s take a look at how the rest break down:
*Note: Inbound marketing is essentially content marketing through blogs, webcasts, social media and other outlets that bring people to your site without spam, buying links, cloaking or traditional ads.
Perhaps the most surprising fact on the chart is that last column of marketers who do not use these inbound marketing tools at all. I could write a blog post solely about that, but will refrain. Instead, let’s discuss what marketers are doing every day. A majority of people use SEO every day (though this poll was generated from SEOMoz, so it could be a little skewed by SEOs). Additionally, many review site analytics daily. Surprisingly, less than half of marketers engage on social media every day. But there is also a possibility that people log in and schedule a lot of updates at one time, too.
I find it a little embarrassing that so few people report utilizing “content marketing” every day. I am surprised because of the ubiquity of the phrase “content is king.” It seems that many marketers are not practicing what they preach.
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So what is important for a marketer to do every day?
It is encouraging that a majority of people do search engine optimization every day. But it makes sense, as SEO runs through a lot of marketing practices. It is always recommended that every piece of content has some SEO attached to it. Whether it is filling in search-friendly tags, creating text links, categorizing, or simply titling your video or blog post, SEO should be in every step.
The secret to social is to create compelling content consistently. Don’t schedule in advance all of the time. The point is to become a part of the conversation, which goes two ways and often occurs in real time.
3. Content Publishing
Maybe your brand should start a blog. Perhaps a YouTube channel is more appropriate. Maybe Instagram or Pinterest is more your thing. Whatever it is, your brand should be generating content for one or more of these platforms and then sharing it with others.
4. Online Reputation Management
It’s as simple as creating a Google alert for your brand name. Perhaps you need the help of an advanced ORM tool. Either way, it’s always important to know what your (potential) customers are saying–good or bad.
5. Analytics and Optimization
Marketers may not have time to dig deeply into site or social analytics every day; I understand that. However, it’s important that you use the tools at your disposal as often as possible. You can get a holistic look at your online performance in a snapshot with an analytics dashboard and reserve other days in the month for a deeper dive into the data. If you’re not getting a good picture of what is currently happening on all your properties, it is impossible to optimize accordingly. Be proactive.
Have I missed anything? What do you do every day as a digital marketer in order to improve your brand’s bottom line?