Social media has opened up a whole new world of opportunity for businesses as well…
Marketing Trends Every Business Needs to Know for 2018 Success – Part 1
Marketing is simple really. It’s the right message, to the right people, in the right place, at the right time.
Getting this right though, in an elegant and seemingly effortless way, is not so simple. 2018 is going to be a year where the brands who are on the front foot with marketing advances will gain an advantage.
For your 2018 marketing success, I have compiled 18 essentials. In this article, I will discuss the first 9 of these:
1. Be voice search optimised.
“Siri, is it true that 50 percent all searches will be via voice by 2020?” Start optimising your content for voice now. This means including long-tail keywords and featured snippets throughout your website as though people were searching using voice.
2. Transparency and the sceptical buyer.
Buyers are becoming more sceptical and want to see the entire product journey from the hand that designed it, to the factory that made it, to the warehouse that shipped it. You can do behind the scenes and meet the team content to create transparency. Live streaming is the ultimate broadcasting platform for this because it allows full transparency and authenticity.
3. Social proof and trust.
Trust. It’s all about trust in 2018. Collect real reviews and testimonials. If you’re an e-comm install an app that integrates the entire process into your consumers’ purchase pathway. Create a Facebook campaign that targets purchasers after they have received their goods and encourage feedback; this will collect all the social proof. Then use this to show people who haven’t purchased yet, how much other ‘real’ people loved their purchase. If you’re a B2B, collect reviews and testimonials through LinkedIn and publish them on your website and use them in your marketing collateral.
4. Influencer marketing.
While influencer marketing was huge in 2017, it was somewhat hit-and-miss with some influencers pocketing ridiculous amounts of cash for little return. To be fair, it wasn’t their fault, the brands that collaborated with them didn’t know what to look for to ensure a successful partnership. Influencer marketing is a great way to boost your brand and will continue to be huge in 2018 as we see brands leveraging the influencer’s audience and brand story. Be sure to check their engagement rates and the demographics of those engaging and proof of purchasing persuasion power. Remember, whichever influencer you align yourself with, you are aligning with their values and brand story.
5. Social good.
Give back and get back. Be a good business, do good for the world, and the world will reward you with loyal customers. You might be thinking, “Who gives a crap?” Well, if you haven’t heard of them, check them out. Also brands like Toms and Thank You are killing it in this area. Their message is more than the product, it’s a story, and consumers love to align with something they believe in. If they can purchase a great product and feel good about themselves, you have a winning combo. Loyalty is coming back, but not in a forced ‘join our loyalty program’ kind of way. In a true connection and values alignment way.
6. Pricing models.
Value-add and bundle, don’t discount. Discounting your price discounts your product and then it simply becomes a race to the bottom. And if you do need to flog stock, put it on Amazon, so you aren’t polluting your online store or your pixel with cheap purchases and bargain hunters.
7. Start from within.
Your team need to be onboard. Marketing starts from within. Make sure they are aligned with your vision. Once you have developed your brand values, you can use these for recruiting and making sure that your current team align with these. Don’t try to make your values around your team; build your team around your values.
Chatbots are revolutionising the way brands communicate with their customers. A chatbot is an artificial intelligence that can have a conversation with your customers. Will save you time by having the answers to all those frequently asked questions such as your opening hours, or what is your shipping policy. Facebook bots are now replacing the chat tools on websites. A great way to leverage this amazing tool is to create a campaign that triggers a bot sequence directly from a comment on your post. A word of warning: be careful to comply with the T&C’s. Look up the 24+1 rule and make sure you are not sending out any promotional broadcasts.
9. Community management.
Having a dedicated community manager to answer all those Facebook comments and messages that the bot can’t do is essential. If you’re a small to medium business and don’t have the resources for a full-time community manager, you can set up an automatic reply that says you’ll check the messages at a certain time each day. Consumers are preferring to communicate with brands through Facebook messenger now so be proactive and responsive.
In my next Smallville article, Marketing trends every business needs to know for 2018 success – Part 2, I will discuss another 9 essentials that will be key to your marketing success in 2018.
It is going to be an amazing year with unprecedented opportunities. How are you going to capitalise on these trends?
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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