The only thing that is constant is change. True in life. True in design. Whether it’s blue is the new gray or the evolution of mobile payment options, there’s a lot to keep pace with… not the least of which are emerging marketing tactics. Below we parse out the top three digital marketing trends that small businesses should pay attention to now.
 
Make your website mobile-friendly. Optimize your website for mobile devices. This is not a passing trend. More people access the internet via their mobile devices than do those who use desktop computers. By optimizing your website for smartphones and tablets, you not only make it easier for clients—and potential clients—to get to the information they seek, but you also help boost your search engine rankings.
 
Step up original content. Do you publish a blog? Is it original, well-written and useful? Thoughtful content can position your business as being a savvy leader in local design. Really good content will get linked to, passed around and help boost traffic to your website. Poorly written or misguided content, on the other hand, will leave readers with a bad taste in their mouths or worse. So, if you are keying up content, make it good or make it go away.
 
Improve your social skills. Facebook®, Twitter®, Houzz®, Instagram® and other social media outlets are affordable and relatively easy mediums for marketing. The only caveat? They require a hands-on marketer so they work for you, not against you. That means post only well-thought-out content and visuals, and do so on a regular basis. It also means you must be as good a listener as you are a poster. Stay on top of and respond to comments as appropriate. And, if you’re smart, you’ll use activity on social channels to your advantage. Even without investing in advanced data analytics, you can discern what clients are interested in and apply that knowledge accordingly. Is there buzz about bathroom remodels, or are comments more focused on energy-wise upgrades? Are commenters interested in your case studies or do they like how-to posts? The more you know, the better you can hone in your marketing efforts.
 
Good marketing is part of doing good business. We believe these three digital marketing trends—mobile-friendly websites, original content and social skills—are essential and need your attention now.