2014 Online Marketing Tips From The Experts


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As 2013 draws to a close, it's helpful for online marketers to start to look ahead as to what 2014 will offer.

At the end of 2012, we asked 7 online marketing experts to share their best advice for 2013. In this post, we've gone one step further and gathered 12  experts to share their best tip for 2014 when it comes to online marketing.

In 2012, the expert tips were to focus on mobile, conversion optimization and content creation. And they were right, as these trends exploded. What's interesting is that similar tips are shared for 2014.

If you missed out on last years tips, you won't want to miss out on this years advice. We have authors, keynote speakers, founders and CEO's and all of them are instantly recognizable.

12 online experts share best marketing tip for 2014

rand-fishkin-1

Rand Fishkin | Moz | @randfish

Surveys, interviews, usability tests, phone calls, and emails can all help, but there is no substitute for experiencing your audience's pain yourself. If at all possible, I love to make myself and my team into real users of our product, trying to solve actual issues with our tools (or find information targeted by our content). That builds a personal experience from which you can project yourself into many other audience mindsets. The only caveat - be careful about over-extrapolating a single experience out to a wide market.

Bryan-Eisenberg

Bryan Eisenberg | Best Selling Author | @thegrok

The single biggest reason why people fail to convert on a website is that they could not get their buying questions answered. Most often this happens because they land in the wrong place and navigation (or internal search) makes it difficult or impossible for them to push their confidence levels high enough to purchase (or become a lead) and not feel any buyers remorse. This year it would be great if you started thinking about your business the way Jeff Bezos thinks about Amazon.com; they are not in the business of selling books but in the business of helping customers buy books. This is true customer centricity. A Bain survey recently shared that 80 percent of company executives believed they delivered a “superior experience” to their customers. But when Bain asked the executive’s same customers about their own perceptions, only 8 percent of customers felt those companies were really delivering. Which camp will you fall into in 2014?

Neil-Patel

Neil Patel | Quicksprout | @neilpatel

My best marketing tip for 2014 is to create really detailed content. I do so on Quick Sprout through advanced guides that are 30,000 to 40,000 words and it is causing me to get hundreds of thousands of visitors.

It takes a lot of time and energy to create these guides, but the traffic is worth it.

Ben-Jesson-Karl-Blanks

Ben Jesson & Dr Karl Blanks | Conversion Rate Experts

Again and again, we observe that our most successful clients have great products (or services). A great product trumps everything.

  • So our tip for this year is: Do whatever you can to create a great product.
  • Once you have a great product, you'll find it easy to create a great conversion funnel.
  • And once you have a great conversion funnel, you'll find it easy to afford traffic.
  • A great product is like a firework. The marketer just needs to light the touchpaper.
  • A poor product is like a wet firework. It takes a lot of skill to light it, and you might wish that you hadn't.
 Chris Goward

Chris Goward | Wider Funnel@chrisgoward

Stop worrying about your bounce rate!

If you’re improving the wrong goals for your web marketing, you could be moving very fast—in the wrong direction. If you’re not sure, start with how to improve the right website optimization goals. Once you’re focused on the right goals, the other decisions become easier.

Then, make a commitment to continuous A/B split testing and optimization in 2014.

 Brian Massey

Brian Massey | Customer Creation Equation | @bmassey

Look at your analytics as a fluffy snugly toy, the kind you take to bed with you every night when you kick off your bunny slippers. Marketers and business owners who can't grasp some simple graphs and reports are sleeping alone in the cold night of the internet. You don't have to be "mathy." But you do have to be friends with data and understand some simple rules about it.

 Peep Laja

Peep Laja | Conversion XL | @peeplaja

Data-driven approach is the future, and if you're not a master of analytics and testing, you will be left behind. In 2014, invest heavily in becoming really, really good at gathering and interpreting data into actionable steps, and validating your hypotheses through testing. You need to know *exactly* what's happening on every page of your website. Learn to go from "I don't know" to "I'll find out".

Linda Bustos

Linda Bustos | Get Elastic | @Roxyyo

My best marketing tip for 2014 is to experiment with Twitter Promoted Tweets. It can be tough to build your own audience on Twitter, but this new ad option enables you to reach followers of other users' accounts and pin your promoted tweet to the top of their feeds for more exposure. It's inexpensive to run a $100 test campaign to see how it performs, and you can promote individual tweets. So for example, if you are an ecommerce site that sells vintage style clothing, you could target followers of @asos, @nastygal and @modcloth (among others in the niche), and be sure to include images or Vines in your tweet to show off your wares for highest response. It's a very targeted way to get your message out to new people for customer acquisition.

Stephen-Pavlovich

Stephen Pavlovich | Conversion Factory | @conversionfac

The opportunity in mobile conversion optimization is huge. Having a responsive site is a good start, but testing now will give you a huge advantage over the competition. (And if you don't have a responsive or mobile site, pick one crucial page on your website and split-test it against a mobile version of just that single page - it'll quickly show you the opportunity.)

Brad-Geddes-1

Brad Geddes | Certified Knowledge | @bgtheory

In 2012 search marketing started to shift from keywords to audiences and this trend accelerated in 2013. Today, you must understand your target market beyond the keyword. What are your audiences, their demographics, their similarities, their differences, and their online behavior? While we won't abandon keywords in 2014, if you want to stay on the cutting edge of marketing techniques, you must begin to switch your promotions away from just relying on keyword groupings and towards audience segmented offers.

 Chris Hexton

Chris Hexton | Vero | @chexton

2014 looks like it’s going to be about mobile, at least when it comes to email. There’s a lot of great data out there at the moment about increasing open rates on mobile devices so marketers need to make sure they’re optimizing for this!

Gerry McGovern

Gerry McGovern | Customer Carewords | @gerrymcgovern

Treat your existing customers as if they were prospects. Get to know them better by observing what they are doing online, not what they say they are doing. Recognize the shift in power and influence towards the customer. Always keep in mind that a current customer is a potential not-a-customer-anymore.

There you have it. 12 great tips from some of the best online marketers in the world, which covers mobile, content creation and data driven marketing. If you want to add to the list of marketing tips, feel free to leave them in the comments section below.

What is your best marketing tip for 2014? Do you agree with the experts?

* Update: Gerry McGovern added to the list of experts on 19.12.2013

3 thoughts on “2014 Online Marketing Tips From The Experts

  1. Pingback: Digitale trender i 2013 og 2014 | Digitale tanker

  2. Great post Stephen- I think a majority of these points still ring true 4 months into the year. I think one of the best things to keep in mind, which draws on a number of the above mentioned points, is that as long as you can get into the mindset of your audience, give them what they want, offer the solution they need and so on then there is no reason why your marketing won’t be on the right path.

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