In the ever evolving world of modern marketing, it is crucial for your business to stay on top of all the latest trends. Learn more about these trends here.
It seems like every other day, you turn around and your digital marketing strategies are outdated.
Google’s updated its algorithm, Facebook’s changed its advertising policies, or a new company has swept in like a juggernaut and flipped everything on its head.
In a world where technology is advancing faster than you can bat an eye, staying on top of the most modern marketing trends is a demanding task.
But don’t worry. We’ve gathered ten of the biggest trends in digital marketing so you can know where you need to focus your efforts.
Let’s get to it!
Optimise, Optimise, Optimise
If you’ve read anything about modern marketing strategies in the last few years, you’re probably well aware of those three little words: Search. Engine. Optimisation.
The data says that when a customer walks in your door (or sends an email, as the case may be), there’s an 85% chance they found you through a web search.
Having a website for your business is great. But if you’re not getting any traffic, you might as well be throwing your money in the bin.
Ranking at the top of the SERPs (Search Engine Results Pages) is one of the best ways to redirect web traffic your way. Studies show that the top listing on Google receives almost a third of all clicks.
If you think that you’ll be fine with being second or third, keep in mind that the second ranked site only gets 17.6%—almost half. Third gets 11.4%.
And it just keeps dropping from there.
Are you really okay with your competitors getting double the clickthrough rate you are?
SEO will get you to the top of the SERPs, hogging all that traffic to yourself.
Do some keyword research. Find out what search terms customers are using and optimise your site for those terms.
Restructure your company bio, product description, contact page, and more to include as many of these search terms as possible.
SEO is sure to stick around for a while, so you’ll want to put it at the top of your list of priorities.
Content That Matters
If you really want to get search engines’—and customers’—attention, it’s not enough to scatter keywords around your website.
You’re going to need to create fresh content.
Whether it’s a blog, videos, or an e-book, there’s a myriad of benefits to creating your own content.
First of all, it helps SEO.
There’s nothing search engines love more than fresh content. Frequently updated sites are indexed more frequently, this gives your site a chance to jump up in the search results.
A regularly updated blog also gives more places to put keywords, which is always a bonus.
Besides SEO, creating content gives your customers something to share. A good blog post will get shared all over social media. And every time someone clicks it,
A good blog post will get shared all over social media. And every time someone clicks it, that directs traffic to your site.
You can also create content to build your reputation. Things like white pages and e-books (or podcasts) can also establish your company as an authority in your field.
This will build trust and confidence in your company, which can translate into an increase in sales.
You’re on social media, right?
Good, because it’s not going anywhere. Social media usage has been growing nonstop. Facebook alone has over 1.8 billion active users.
Your customers are already using social media. So why wouldn’t you meet them halfway?
Social media allows you to promote deals, communicate important news, and engage with your customers.
Many companies are even using social media to do all of their customer relationship management.
As sites like Facebook and Twitter continue to gain users, social media will be an indispensable modern marketing tool.
The Rise of the Robots
Well, maybe not literal robots. But marketing automation is advancing rapidly.
There are a number of automated programs that can handle everything from setting appointments, sending emails, posting on social media, and following up on customer interactions.
You can even use marketing automation to help with lead generation.
Set up a chatbot to greet visitors to your website. The chatbot can be programmed to answer customer’s questions and direct them to the right answers.
You can even program it to pass the customer off to a flesh-and-blood sales person if there is enough interest. This might sound a bit sci-fi, but it’s basically a high-tech version of an automated telephone system.
As AI programs and marketing automation continue to advance, expect them to become a fixture of modern marketing.
Your Reputation Is Everything
In today’s mad flurry of hashtags and 24-hour news cycles, your reputation is everything. You are what everyone thinks of you.
When a single Tweet can spell disaster for your company, you can’t afford bad press.
Whether you’re on the wrong end of a world leader’s tweetstorm or facing a rash of bad Facebook reviews, online reputation management has never been more important.
And so, the way you handle damage control matters. It’s difficult to remove bad reviews from sites like Yelp and Google. But if you work hard to rectify negative experiences, that will impress future customers.
In the ever-shifting world of modern marketing techniques, many companies have decided that it’s better to face the unknown together.
Consider finding other businesses to partner with. They could offer similar but non-competing products (such as, say, a soda can company partnering with a company that makes straws), or they could be unrelated entirely.
Combine your efforts and cross promote like mad.
One great way to do this, especially if you’re already blogging, is to do a guest post. Write a blog post that will be hosted on another company’s site and vice versa.
This is a great way to get your respective customer bases to check the other company out. And, it creates backlinks, which search engines love.
Converting Those Leads
Getting leads to your site is great. But if they leave without a contact or purchase?
Not so great.
You might not realize it, but your site might actually be discouraging lead conversion.
You’re going to need to master one of the most sophisticated modern marketing strategies around. Conversion rate optimisation.
No one wants to prevent their own sales. But your website that might have areas that are keeping visitors from becoming customers. It might be poor navigation, unclear information, or even a buggy check out process.
CRO helps you identify these problems and streamline your site so that visitors have fewer obstacles between you and their business.
Can’t Get Enough Data
“Big Data” is a term that’s been thrown around a lot. But what does it actually mean?
Essentially, it refers to all of the modern marketing methods that make use of users’ data.
With the ubiquity of smartphones and social media, more data is collected today than ever before. Information such as age, demographic, spending habits, and more is collected for each user.
Marketing analytics uses this data to gauge the success of modern marketing initiatives. This allows you to see how well you’re doing across a number of parameters, such as geography or demographic lines.
This data can also be used to target your adverts toward users who fall into your definition of a target audience.
You can even predict user behaviour and modify their experience to maximise the possibility that they would follow through on a sale.
Celebrity endorsements are nothing new. TV and radio hosts have been advertising products for paid sponsors as long as the media has existed.
Influencer marketing takes the celebrity endorsement and brings it into the age of modern marketing.
At its most ham-fisted, it operates much like the sponsorships of old. A celebrity with a large social media following might take to Instagram and profess their love of a certain product.
It’s generally more subtle than that, but you get the idea.
Sometimes, an influencer might not even be a celebrity. An ordinary Sam or Sally with a large social media following could also have a great value as an influencer.
With more and more users using ad blockers, influencers allow you to reach users through the content that they already want to see.
On Your Sleeve
One of the hottest trends in tech today is wearables. The Apple Watch, the Fitbit, Google Glass…
Activity trackers and augmented reality (think Pokémon Go) have opened up a whole new world of connectedness. Introduce your own wearable tech or interact with existing apps.
As far as modern marketing trends go, this definitely one to watch. We haven’t even scratched the surface of what’s possible yet.
More Modern Marketing Trends
The world changes every day, and marketing trends change with it.
Photo by Sticker Mule