Whether you work in the b2b world, in non-profit marketing or with a brick-and-mortar retailer, you know that having the right online presence can bring even more customers to your organization. While you may have a website and a Facebook page, there is much more to maintaining a successful online marketing presence. Here are a few of the top online marketing trends for the second half of 2013 that may help you grow your sales both online and off faster than you expected.

Social media will remain important

5 online marketing trends for 2013Stay in touch with your customers by utilizing Facebook, Twitter, Pinterest and other social media sites to your advantage. This doesn’t mean you should just post information to these sites and then forget about it. In order for a site like Facebook to work to your advantage, you need to engage your fans. This means posing questions to your followers about why they like your products, what would they like to see more of, and anything else you can think of that would get your followers engaged and replying to your posts. If you have a large fan base, but you get no likes or replies to any of your posts, odds are you are posting the wrong information and may need to change your marketing approach, because a successful social media presence will remain an important part of your online marketing profile.

Mobile marketing will continue to grow

You probably already know that smartphones now account for more than half the mobile market. What you may not have known is that most customers now access their email on these devices, which means that the existing email marketing methods you probably use will no longer work with these smaller devices, particularly because content that is designed to be displayed on a computer will not be viewable on a smartphone.

In order to make the most of mobile marketing, make sure your website and any emails you send to your customers are mobile friendly. One of the easiest ways to do this is to avoid using unusual fonts on your page that may not display properly on mobile devices. Fonts like Arial and Veranda are best.

The design is as important as the content

Poor website design and usability practices (e.g., slow page load times, Flash, placing important content below the fold, no/poor mobile display, iframes, etc.) will increasingly get site penalized by search engines and human visitors alike.

There are now many tools, templates and frameworks for creating user-friendly website designs that are accessible to businesses of all sizes. To strengthen your online presence, make sure your website looks as good as the content it contains.

Work to improve customer value not just the customer base

With the economy still struggling to improve, it is more important than ever to keep your existing customers happy instead of focusing on new customer acquisition Offer customers new products or services that can better meet their needs. Learn more about what your customers want by asking them via your Facebook page or other social networking resource. When your customers believe you have their best interests in mind, they are likely to purchase more from you.

Quality content will be key

To stay in the good graces of Google and other search engines, make sure the content on your website adds value to any customer or prospect who visits. Not long ago, many websites were more concerned with providing keyword stuffed content that would draw search traffic to their pages, but provided little in terms of useful content to the visitor. The search engines have since tuned their algorithms to ignore useless, keyword stuffed content. While they still rank sites by keywords, search engines are looking for content that is well crafted and actually provides useful information to the visitor. If your existing content is thin or less than perfect, there is still time to improve your rankings. Just make sure any new content you develop serves a purpose to your visitors, and your rankings will likely improve as a result.

These are just a few of the top online marketing trends for the second half of 2013. Whether you add a few or all of these to your online marketing efforts, they are virtually certain to help improve your online reputation and attract prospective new customers.