In today’s digital world, brands must be active and present on various channels. Knowing your audience means knowing the right channels where you’ll reach your customers and how to market to them. In digital marketing, there are many strategies and techniques that can yield results. They each complement one another, working together to help your business reach new heights.
Trends continue to change and evolve. The activity of your users plays a direct role in these changes, helping you determine where you should be focusing your efforts.
Think about this:
How can you reach more customers?
How can your brand stand out in a crowded marketplace?
How can you provide value to your customers?
How can you generate trust?
When you’re able to get your message across and resonating with your audience, your brand will perform better. Here are five digital trends you need to be focusing on as you modify your digital marketing strategy.
Mobile is everywhere. Your customers are always on their mobile devices. More searches are taking place on mobile, and more traffic is going to your site from mobile. Provide the best experience by focusing on a mobile-first development strategy.
Mobile is getting smarter. Pages are loading faster. Information is becoming more readily available. Search results are being displayed differently for each query. These devices are integrated into our daily lifestyle, and no matter your brand, you’ll begin to influence customer behavior with a focus on mobile.
Build your brand and make sure consumers are interested in your message. Through apps and accelerated mobile pages, your customers are finding new ways to access content and find information. If your brand has its own app, or advertises within apps, you’re increasing awareness of your brand and increasing your opportunity for success.
Nowadays, success starts with mobile.
2. Voice Search
Like mobile, the rise of digital assistants has led to a trend in voice search. Through Google Home, Amazon Alexa, and Siri, we’ve become accustomed to asking our “assistants” the questions we’re looking to answer and problems we’re looking to solve.
Voice search will continue to play in role in SEO for the upcoming months and years. This means SEO will shift away from traditional keywords and shift to a different kind of keyword. People aren’t searching the same anymore. We speak much differently than we would ask a search engine a question. Think about how your website is set up, and add natural-sounding phrases into your pages of content.
Think about How-To questions and answers, listicles that outline a list of relevant answers, or conversational content that speaks the same voice of your customers. The best and easiest way to reach customers at the right time in the buying cycle is to leverage micro-moments.
Voice search includes the ‘near me’ searches that continue to increase in volume, plus the urgency that your customers need to find a brand like yours right away. Know what your customers are asking and offer immediate solutions through FAQs, blogs, and social media. Your brand will be found more prevalently if you realize the potential of voice search.
3. Video Marketing
We’re living in a visual world. Our customers are engaging and interacting with video content more often than they are written content. If your brand is not creating unique videos, you’re behind the curve. Over 87% of online marketers are using video content as part of their strategy.
Video helps brands extend their reach and increase interactions. Users who routinely view video content online share those videos with others, and there are many different platforms where video has become a common medium. Think about Snapchat videos, Instagram, Facebook, Twitter, and of course, YouTube.
The rise of live video content captures the attention of your audience, and if your message is strong or powerful enough, live streaming can strengthen relationships. The best use of video will inform, educate, and entertain.
Bring your customers into your brand, showing what goes on behind the scenes. Videos should be produced to help your brand get noticed. If you’re not taking advantage of video, think about this stat from WordStream: 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
More users spend time on video content than any other form of content and retain more of the message. Confine your message and create a unique brand experience.
4. Facebook Advertising
When thinking about avenues in which to advertise your brand online, Facebook is one channel that will drive more value than any other. Facebook continues to grow and expand with new features, giving you more control over who sees your advertisements.
As a brand looking to grow, you can make sure the stars align for your business through Facebook advertising. Make sure your ads are in front of the eyes you want as customers. Filter between custom audiences, lookalike audiences, location targeting, age, gender, connections, and more detailed targeting.
Your audience is on Facebook. Grow your presence on the platform through targeted ads that capture the attention of your customers, helping your brand stand out from your competitors.
5. Focus on Content Marketing
For large and small corporations, content marketing has continued to increase in importance. And the fact is, we’re getting better at marketing with our content. Content is everywhere. Brands are getting more creative.
Like I mentioned with video marketing, brands are taking advantage of more creative avenues, away from the blogs and extensive whitepapers. With visuals that include Instagram pictures, infographics, videos, GIFs, and more, you’ll attract a wider audience.
Fine-tune your approach and start targeting your converting customers. More brands are launching targeted newsletters to deliver their message into a crowded inbox.
Remember that content marketing is the most cost-effective marketing approach and can add tremendous value when you’re reaching the right people. The digital landscape is flooded with content and you need to focus on your message to hold your head above water.
Stay consistent with your content, focus on retention, and produce real material that serves your ideal customer. A complete approach through website blogs, social media, email marketing, and more helps your brand stand out and get in front of the right audience.
Digital Trends Wrap Up
Digital marketing continues to evolve. There are new strategies and techniques that can lead to increased awareness and presence online. There is no one-size-fits-all approach, and there will continue to be new and unique ways in which you can reach your target audience.
Focus on what’s trending and where your customers are. If you meet them on their desired platform, the more chance you have to resonate with them and connect to them. Develop your brand and grow your customer base through digital marketing.