As we enter a new year and marketing trends continue to shift and change, it is important to stay connected with what is new in digital marketing. The strategies of web marketing are likely to change dramatically throughout 2018 and the sooner you plan for upcoming new approaches the more you will benefit from your marketing efforts. New trends can have a big impact on the success you have with marketing your company online so stay in touch with what’s current and you’ll see positive changes.
Personalized, Customer-centric Content
By now, most marketers are beginning to understand that people don’t respond to content that is too sales-driven. Content that is focused on selling a product does not perform as well because customers want something that is meaningful and useful to them rather than just another advertisement. Content needs to be useful, informative, helpful and unique in a way that doesn’t push a sale.
It is also important for content to be personalized so that it caters to each customer’s specific needs. People expect a personal experience with content that is less static and more dynamically rich. You can use a dynamic website with smart marketing automation to help deliver a unique experience for the customer that caters to their specific needs and preferences.
The importance of having a team of influencers on social media has grown enormously this year and is likely to be a key strategy in 2018. Influencers can be a great way to spread brand awareness through positive word of mouth. People tend to trust and follow the opinions of non-celebrities on social media who are natural, genuine and enthusiastic about the products they recommend.
Influencers are people on social media sites like Instagram or YouTube who provide their followers with recommendations, reviews and other kinds of informative posts that can give people an idea of whether they will like a product. Having popular social media influencers that love your products and are loyal to your brand can have a big impact on your sales. An influencer that promotes your products will have a snowball effect as other people will be swayed to try your brand and create their own recommendation.
Another new trend in 2018 will be the use of screen-free searches with home assistants such as Amazon’s Alexa and Apple’s Siri. These types of searches are growing in popularity as people can simply do voice searches instead of having to type their query into a smart phone or a computer. Voice-based services can also be a delivery method for content so it is important for marketers to get involved with personal assistants.
People using these kinds of assistants still want to engage with interesting content and be able to receive helpful answers for their questions. Marketing through voice searches will help ensure that people will turn to your brand in moments when they need something specific from their assistant. You can also create audio content geared toward your audience that provides them with information that they need.
Digital marketing has become much more of a visual strategy in recent years and making videos is more important than ever. According to data, YouTube had 42 million unique visitors in March of 2017 compared to 40 million on Google. YouTube is now the most popular search engine on the web and it offers many opportunities to reach potential customers through video content.
Video marketing can be a great way to build brand awareness, inform and educate people, engage with customers, and communicate with your target audience. Making videos for your brand can be easy and doesn’t require great production value or a big budget. People enjoy watching videos that are authentic and have people communicating directly to them.
If you want to make great content that is appealing to your target audience it might be worth it to invest in content developers. You can hire writers, video creators, or other types of content developers who have enough experience to produce the type of content that is most effective. Content developers can help you attract a large audience or also personalize your content for the type of demographic you are targeting.
The content that you use to market yourself should be high quality, so saving some room in your budget for a professional can help you produce the best results. Content developers can facilitate engagement and communication with your audience which can be very valuable to your brand.
The new year will bring plenty of change to digital marketing trends but staying ahead of the game can allow to continue getting great results from your marketing. Following these trends can give you more potential in being able to market successfully to your target audience in 2018.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.