6 Digital Marketing Strategies for 2018
The technoscape of today’s modern world requires that brands have and maintain an online presence, in Adobes Digital Distress survey, 76% of people argue that marketing has changed more over the last few years than it has over the last 50! The industries changes are said to be a result of evolving digital technologies. However, statistics show that only a small percentage of businesses are confident that their strategies are working. Digital marketing assists companies with keeping track of ROI and allows them to adapt their strategies to suit new trends in real time. To help you do that, we have made a list of the 6 things you need to include in your 2018 digital marketing strategy.
1. Creative experimental content
Varied content is necessary to engage all audiences, one size does not fit all, the best way to ensure that your content is creative and diverse is by trying new things. One of the dominant forces in social media at the moment is video or even content that contains movement. Video increases purchase rates and according to reports from Cisco, they are projected to cover about 80% of web traffic by 2019! Statistics from WordStream show that videos generate 1200% more shares than text or images do. For example, Buffer studies on Facebook have shown that video posts have 135% more organic reach than photographs. Ultimately videos create a connection between consumers and businesses.
Pros: Diverse content using videos, a variety of images and texts can increase business. Social Media Today asserts that 77% of users will buy a product after watching a good brand video. This content strategy works best for travel companies like lastminute.com who are selling an experience.
Cons: If the video is complicated, of poor quality and unfocused, you lose your consumers attention, the video should be of high quality, short, precise and to the point. Depending on the content of the video it can get expensive to pay someone to make and edit videos.
2. SEO and blogging
Search engine optimization is essential, SearchEnginePeople found that 60% of users click on the top three results which is where you need to be. Google is always changing their algorithms and they do this between 500 and 600 times a year. This is where blogging comes into the picture, blogging boosts SEO and Liquid Capital statistics show that companies with blogs receive 97% more links to their websites than those who do not. Generating captivating content ensures that users will be driven to your sites.
Pros: Blogging increases SEO because it is incorporated into a sequence of actions that optimize your content, which in turn improves organic reach. This tactic is effective for most companies across various industries.
Cons: Blogging does not help a company or increase SEO if it is inconsistent or poorly written. The goal is to keep consumers on your site once they reach your blog and if it looks neglected in any way it adds no value to your service, therefore a good copywriter is essential.
3. Mobile Friendly
Your website is like your digital identification card and it should maintain its standard from desktops to tablets to cell phones. Content gets users to your website, so it is imperative that it functions well across all digital technologies. Much of the time spent online is accessed through cell phones, whether it is commuting to work, having a coffee or watching TV, people are on their mobiles. Statistica reports for 2018 show that millennials spend 223 minutes in a day online on their cell phones, consumers should be able to use all the functions as easily as they would be able to on a desktop. For example, images and words should maintain their quality. Google has found a way to assist companies with this and has Accelerated Mobile Pages (AMPs) that ensure mobile websites load faster. As a reward, Google feature these pages with search results that are applicable to a company.
Pros: In addition to the reasons mentioned above, having a mobile friendly website has the potential to increase sales. If users can make purchases on their mobile phones as easily as they can on a laptop then they are more likely to do so. This is an efficient digital strategy for all companies who want to sell their products or services online.
Cons: A mobile friendly website will not work effectively if your website itself is not easy to navigate. Making your website work for cell phones is only possible if the website functions well on desktop computers already.
4. User Experience and personalization
Creative content is important; however, it is crucial that your material is tailored to suit your target audience. Your consumers should be able to interact with posts and develop a long-standing relationship with your brand. Research what your audience is interested in and provide them with captivating, inspiring information that is relevant to your company values. You want your customers to feel great about the content you share and the number one way to do that is to make them feel valued. Respond to emails, comments and tags using names and tailoring your answers to suit each person or brand you are in contact with. Using microtargeting for different personalities and interests is an effective way of making this strategy work for your company.
Pros: Personalization is most successful when the content is catered specifically to the person you are speaking with, it goes above simply addressing them by their first name. Smaller businesses and start-ups would do well to implement this strategy while they are still building up their customer base.
Cons: Personalization is a time-consuming task and while customizing each consumers journey would ensure higher marketing success, it can be a tremendously difficult endeavour. Larger companies would face problems of this nature and it may be in their interests to look into implementing AI in their online strategies.
5. AI implementation
There have been some major changes in Artificial Intelligence (AI), increasingly companies are using chatbots in customer support, Facebook has also offered this feature to business pages and it ensures that potential clients get a response as soon as they message the brand. AI will continue to be used in chat conversations and as it becomes more advanced it will be utilized to help brands find their most engaging platforms and match consumers’ needs in automated responses. Companies like Booking.com have already implemented this strategy in the app, however, as useful as AI can be it has adverse effects if the bot cannot interpret the consumers’ needs. This is why it is essential to keep a balance between AI and ensuring that users feel valued as people and as clients.
Pros: AI is a tool that can generate substantial results for companies that have more visitors on their sites than they can respond to, bots can engage with customers which also decreases the workload for marketers. Companies that use this strategy can increase personalization by updating their AI often based on interactions that have taken place to ensure that consumers still feel valued and their questions are answered accurately.
Cons: Machines do not have the ability to be empathetic to a customer or answer questions that have not been implemented in their systems (yet) which means that consumers can get frustrated with AI. Customers who experience this will have a negative impression of the company, so it is important to ensure that more difficult questions are directed to someone who can answer them.
6. Permission marketing
This approach delivers relevant messages to selected audiences and ensures that consumers or prospects agree in advance to receive the promotional information. Permission marketing is cost effective because it is targeted and makes certain that the companies audience is already interested in a product. This strategy is effective because it treats potential customers with respect while offering them commodities they may need or are interested in — it earns people’s attention. Campaigns can be more personal and target people according to geographical location, age or gender for example. Permission marketing ensures higher conversion rates because the audiences are already interested in a product which makes it easier to convert the leads into sales.
Pros: It is a powerful marketing tool because prospective clients are more responsive to messages because they have requested it in advance. It works well for companies in who use email marketing.
Cons: Unfortunately marketing of this nature requires an excellent email marketing strategy and or a call centre for follow-ups in order to convert the leads.
If you want to accomplish your digital marketing objectives for 2018 then email firstname.lastname@example.org and let us help you achieve those goals. We will be posting another one next week on how to make the best use of LinkedIn as a marketing tool!