There are days every marketer feels a little helpless because everything is in flux and there seems to no easy answers. Marketing changes daily and staying fresh, new, and current is the only way to grab the attention of your audience. Below is a list of 5 marketing trends to focus on for the rest of 2019!
Keep Your Website Up to Date
Recently, we have been running into companies that have updated their websites to https and have SEO nailed down. While this is all well and good, we are also running into companies that have been neglecting the back end.
For example, many companies have no idea of their monthly server website hosting cost or the number of spam backlinks shooting up server cost month over month. They’re unsure whether they have regularly scheduled backups of their website. We even commonly see sites that have outdated instances of WordPress or contact form plugins causing their sites to cease functioning entirely.
By going back to basics and making sure the back end of your website continues to operate seamlessly at a low cost, you will make your website visitors happier because everything works. Most importantly, you will be building trust that you need to convince others you are the right company to do business with.
Use Facebook and Instagram Advertising
Both of these platforms continue to offer companies great ROI at a relatively low cost; however, the ads have to be done properly in order to get great results.
Running A/B tests, setting up the right targeting profiles, and stopping ads quickly that are not working are all hugely important to your success. There’s no point in wasting money on ads that aren’t performing! For the best results, you should be producing interesting graphics/videos and making sure that each ad goes to a landing page that converts visitors into customers (or at the very least into leads through a downloadable asset, contact form, meeting schedule, etc.).
The amount of reach for your ads depends on your audience and location. Sometimes your reach may be low because you have a narrow or highly specific audience, so it is paramount that you do everything technically possible (with a little creativity) to make that person who clicked on your social ad as comfortable as possible when they land on your account/page/app. This means that your site needs to be secure and have a green https padlock, it needs to load and perform fast, and shouldn’t be overly aggressive with your banners or pop-ups.
Having your payment system and site login work with social media platforms such as Facebook, LinkedIn, Twitter, and Google will also increase conversions by moving the customer quickly to the actual transaction stage.
Create More Videos
Video continues to be effective at getting visitors to learn about your company and increase sales, yet so many companies seem to be afraid to produce them because they don’t feel they look good, they don’t know what to say, or are afraid to spend a little money.
The only way to get over your fear of making videos is to create them often and post them to see what resonates with your audience. Trust us when we say that you will get a little better every time you make a new video; by the end of 2019, your videos will be easier to make and will get the results you need for your CEO or VP of Sales.
If you’re not comfortable in front of the camera, find you someone who is! You’re not alone in your organization and incorporating as many voices as possible is a great way to demonstrate your company’s culture. Keep making more video and spend a little on social media ads to get it out to your audience. Facebook and YouTube won’t do it for you for free.
Implement Marketing Automation Tools
Some companies feel they are too small to buy or use some of the marketing automation tools available such as Hubspot or Marketo. Understand this: you don’t need to make a huge investment in marketing automation to improve your results! At the very least, you could be utilizing your CRM system to automatically send out regular emails, track the open rates and click rates for six months, then adjust your campaigns to improve those rates.
Don’t Forget About PR
Most marketing personnel know by now how important content is to help produce good results, but over the last half-decade, we’ve seen a growing trend towards letting products or services speak for themselves, rather than publicizing the aspects you deem important. Too often businesses these days neglect the importance of good old-fashioned PR to get the right message to the right people.
Recently, we’ve seen a growing shift in companies hiring PR staff members. Most PR specialists are very capable of writing and sharing interesting content beyond the standard news or product release. One of the best ways to get great coverage in key industry media outlets is to have your PR team create longer educational pieces, not promotional ones. After your PR team gets it published in some key magazines, take these longer articles and break them down into little sections to share on social.
With these 5 marketing trends in mind, you’ll be ready to crush your company’s marketing throughout the rest of 2019 and beyond! Social media will continue to be a huge player in digital marketing, but you can’t neglect the importance of other key channels like SEO and old-fashioned PR. Whatever marketing investments you choose to make in 2019, be sure to keep your audience-first!