The next six months offers a unique window for businesses to maximise their online success, says Brisbane-based digital specialist Reload Media.
Reload Media is a digital company specialising in search engine optimisation (SEO), pay-per-click (PPC) advertising, social media marketing, and digital strategy.
It is based in Brisbane, with offices around the world.
Reload’s ROI manager Paul Goldston said the future development of Google Plus would see the biggest changes in digital marketing since the dawn of social media.
"Business has a unique opportunity in the coming six months to jump on board some major changes happening in the world of digital,’’ Mr Goldston said.
"What we’re finding is that search engine optimisation, social media and pay per click are melding into one.
"Google Plus, their own social network, is competing with Facebook and Twitter as a way for people to build their brand authority.’’
Mr Goldston predicted that within 6-12 months, Google Plus would start ranking content higher.
"Say you are a hairdresser, your first step is to use Google Plus to start making connections now with other experts in your field, both nationally and internationally,’’ he said.
"For example, you could start writing a blog about the latest winter hair trends or something.
"We predict within 6-12 months, Google Plus will start ranking your content higher because they can see you are an authority in your field.’’
Mr Goldston said this was the first time businesses would be able to get ahead of the change and it offered a huge opportunity to strike while the window was open.
"The best way to think about it is that you can only rank according to your website traffic right now, but if you have a piece of content, ranking on Google Plus will make you show up even higher on the search engine,’’ he said.
Creating strategies to take advantage of the changes would be the greatest challenge ahead for small-to-medium businesses, he said. This could be difficult when combined with the demands of running your core business.
"For us, this is all very familiar, we work on it eight hours a day, five days a week but it seems like a barrier to entry for people running a small business.
"Resourcing is a big issue for most small-to-medium businesses.
"We can offer advice on how to get your content out into the public domain, because in the future the competition will be for content, not just for sales.’’
Mr Goldston said other marketing trends included democratisation – where you could take a handycam, film a video with TrueView and upload it to YouTube – allowing you to create specialist marketing at little cost.
"It enables us to put together a really creative campaign, and the big media players are scared people can do this by themselves.’’
Into the future, Mr Goldston said another issue for employers related to the authority that staff could build via content creation.
“We think in a few years people will arrive for a job interview and slap down a CV which says: `I have 5000 followers that I can immediately expose your product/service to and I think that’s worth an extra $10,000 on my salary’,’’ he said.
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