The online marketing environment is constant and ever changing.

Let’s look at a number of key trends that small businesses need to be aware of this year:

‘Responsive’ Website Design: Understanding how mobile users research and purchase products will be key in 2013.

According to research carried out by Ofcom in 2012, those who now own ‘tablets’ has increased from 2% in 2011 to 11% and in addition, almost 40% of us access the internet via our mobile phones. This trend is obviously increasing.

What this means for businesses is that customers will continue to expect a good service in accessing their website through their mobile as they do when accessing it through a desktop PC. Ensure your website is updated in layout and design so that it can be accessed via a mobile device.

Website Content: Website content is marketing driven and focuses on providing good quality information of value to your customers - things like demonstrating how a product works and improving their understanding of this.

Website content can include product videos or a written blog and if done successfully, can generate sales.

Search engine optimisation: SEO is a tricky subject to master and in our experience, is widely misunderstood by businesses.

Since 2012, Google has made changes in the way in which websites are ranked, with some search engine optimisation (SEO) techniques no longer effective. These changes are forcing business owners to invest in relevant and worthy content, and in doing so, improving their ranking.

Social media: Your business needs to engage in social media more than ever in 2013. Sharing content which can be linked into and shared to a wider audience is vital.

These validations also help your search engine ranking. With a number of social media platforms available, finding the right one that works for you is essential.

  • Jo Spencer is head of the Lake District branch of GAP PR and Marketing Ltd and works with colleague Polly Winder. Together, they help local businesses decide on the right marketing strategy for them – www.gapgb.com