The festive season is now in full swing and, as you work hard to make sure you’re ready for the rush and the time out of the office, you might not be thinking about next year’s strategy. Thinking about your digital marketing strategy now will really help you to hit the ground running when you return after the holidays.
With no digital marketing strategy in place, you could be missing out on a huge customer base. If you’re not sure where to start with your strategy or you’re struggling to get significant results, we’re here to help you out! We have compiled a list of the top digital marketing trends you should be thinking about including in your 2018 strategy. Starting now will help you to remain well ahead of the competition and will save you a large amount of work in the New Year!
Research from Cisco has revealed that, by 2021, video traffic will make up 82% of consumer internet traffic. With YouTube being the second largest search engine in the world, it’s not hard to see how! Think how-to tutorials or expert guidance for using or installing your products. In the same way as Google, you want to make sure that you’re the go-to brand when people are searching for your products or services. A presence on YouTube will really help to set you apart.
Video content has the highest engagement rates of any other content but, if you’re going to use it within your digital marketing strategy, it needs to be relevant, engaging and fit with your business goals. Don’t invest in it if it doesn’t fit with your brand personality or your goals as it will be wasted budget!
2. Voice search
As technology develops and Amazon’s Alexa and Google’s Home Assistant become more popular, so too does voice search. When it comes to your digital marketing strategy, you need to bear voice search in mind when looking at your PPC and SEO. Don’t forget that traditional methods are still valid but you will need to cater for a new voice search audience with long tail keywords in your strategy.
3. Long Tail Keywords
As we mentioned above, voice search is becoming more prominent and, in turn, has significantly improved the effectiveness of long tail keywords. Targeting long-tail keywords will put you ahead of your competition and allow you to focus on low-cost key phrases. Long-tail keywords don’t drive as much traffic as generic keywords but the traffic is much more likely to convert because the customer knows exactly what they’re searching for.
When customers begin their purchase journey, they’re likely to be in the research phase. This means they will search for generic terms such as ‘red shoes’. So it’s important to show up in these searches so that your brand is visible in these searches and to increase brand awareness. However, a customer who has already researched and now knows that they’re looking for ‘red trainers with laces’ is on the brink of purchase and may be searching to find the best deal. This is where utilising longtail keywords is going to work to your advantage.
You know which prospective customers you want to target but what about those who are engaged with your brand but they’re not ready to make a purchase yet? You can retarget these people with paid social and online ads to keep them engaged and keep your brand in their minds until they’re ready to buy from you.
Web users who are retargeted are 70% more likely to convert than cold prospects. This audience is an invaluable resource and are low-hanging fruit for your business because they already have some knowledge of your brand and what you do. Making retargeting part of your 2018 digital marketing strategy is sure to help you achieve a higher conversion rate.
5. Influencer Marketing
Influencer marketing has really risen to the forefront this year and is likely to continue becoming more and more essential in any digital marketing campaign. Customers are turning to social media personalities as guidance for the purchases they make. They engage with their content and trust their opinions which makes their product recommendations more credible and effective than traditional marketing messages. Try and target influencers who are similar to your target audience and try to get through to those who are genuinely interested in or passionate about your product or service.
6. Social media
Social media has been an important part of digital marketing strategy for a few years now but it certainly looks like it’s here to stay. When social media is used as part of the buyer’s journey, customers convert at a 129% higher rate. These customers are four times as likely to spend significantly more with your brand as with brands who have no social media in place. Social media is all about being personal, interacting and engaging with your customers so make sure you use it to it’s full potential.
When planning your social media strategy for the New Year, you don’t have to incorporate all of these trends but thinking about those that would work best for your business and customers and try to take part in just a few throughout 2018 will help to set you apart from your competitors and boost your sales. If you’re still confused about your digital marketing strategy for 2018, please contact our team of experts for advice and guidance.