Most small business owners work hard every day. Not only do they have a business to run, they also need to focus on other tasks to keep their business running.
As everything becomes more mobile, it is important to keep up with the times when it comes to your marketing.
A website and a blog are a must to keep your business in front of your customers and gain new ones. Social media marketing is equally as important.
Unfortunately, most business owners don't really understand marketing. They know that they need to do something to grow their business but that may be about all that they know.
A good marketer knows that, in order to be as successful as possible, you need keep tabs on the latest online marketing trends. Here are some of these trends.
1. Millennial Social Media Marketing
Social media marketing is all about capturing attention. That's a hard job to do, especially if you want that attention to be positive. When you're marketing to millennia's, focus on graphical posts, entertainment, and keeping a thick skin.
Use Graphics, Not Text
Social media creates an endless feed. Every user can scroll for hours before hitting the previous day's content, and the algorithm is constantly updating to make sure no one repeats content views.
That means your advertising has to be eye-catching enough to stop the scrolling. Even premium content that's perfectly designed for your target market might be skipped over if it's in black and white.
So always change your content to a picture or a video. If you're advertising a new article or content piece on your site, change the preview to a colorful image or infographic. Change part of the article into a short video.
Your content has to be created to both get attention and be easy to consume, so the text isn't enough for anyone but a very dedicated audience.
You Have More Options For Your Tone
As a general rule, millennials aren't going to be offended by an abrasive tone. If you design your advertising to get a reaction through shock, you have a range of possibilities with millennials than almost any other audience.
Avoid obvious pitfalls such as contentious issues and topics, but you can worry less about general word choice and delivery. The goal is entertainment, and you can take more chances with this demographic.
Even Negative Memes are Good Things
You can't choose if your brand is going to be a meme or not. All you can do is hope that whatever caught the Internet's attention is something you meant to release.
But if millennials start using your advertisements or your products as a punchline, that's not necessarily a bad thing. It increases brand recognition, which is one of the most important aspects of advertising in highly competitive markets.
And if you roll with the punches with a good sense of humor (but without trying to overtly cash in), it won't be negative at all.
2. Video Marketing
If you have a business website and are looking for ways to broaden your reach then you should look into video marketing as a viable option. Whether your business is large or small, it can benefit from video marketing.
What are some of the ways in which video marketing can be beneficial to your online business?
Reading is fundamental haven't you heard? Is a great way to learn something new and to obtain knowledge, however, written words are not always understood or exciting.
The reader can easily become distracted or lose interest if it is not interesting enough to hold their attention especially if they don't fully understand it. It's just words. When watching a video people are more inclined to be drawn to the message on a more interactive level.
Another great adage is the fact that you get to read your facial expression and body language. When they see your expressions they are able to ascertain whether or not you are sincere.
Furthermore, it builds trust to your viewers because they gradually learn who you are. Eventually, you will be able to convince them to sign up, buy something or take any other action you want from them.
Even if you are not showing your face you can still create a video that includes high-quality images and an attention-grabbing voice-over or music to connect with your audience.
The Ability to Multitask
Video marketing frees up a viewers hands so that they are able to do other things. They are able to listen intently while engaging in another task. Reaching a Larger Audience
People are more likely to click on a video then they are to read a long article. When you have sites like YouTube which happen to be the second largest search engine you can reach a lot of people.
3. Guest Posting
Guest posting allows you to reach new audiences with your content and it's an authentic form of outreach. By providing laser targeted posts to informational sites and blogs in your industry, you build a credible backlink profile and exposure to your brand.
Each publication is an opportunity to educate a new set of readers. It creates brand awareness and showcases your professionalism as a business.
Inevitably, this contributes to your online presence and funnels traffic to your website, where those visitors can be converted to leads, sales, and an ever-improving bottom-line.
If you're serious about marketing your business in a way that can impact your organic rankings, guest posting is the most effective strategy to date.
Guest Posting Can be More than Link Building
Perhaps one of the best parts about guest posting is that it's a great way to reach viewers on other sites.
When you write a new post for a blog or informational site, you're catering the content to their audience, but there's always the off chance that the reader loved the post and wants to see more just like it.
They click-through to your link in the author biography and just like that, you have another follower.
Guest Posts Are Easy to Provide
To get editorial caliber sites to link to you, you need something to offer, preferably something of value that makes their team excited to work with you.
Every site needs more blog content and that's why guest posts are the perfect offering. Coupled with infographics, videos, or other high-quality content, and you can land links your competitors will never achieve.
Content Marketing Builds your Brand
A guest post is a representation of your brand. Every word you write can speak positively or negatively about your business.
That's why it's important that you go the extra mile with a guest post, even though it will never be published on your own website. Sometimes the content we publish off-site is even more important than our own content.
4. Landing Page
Why does your business have a website? There is a good chance that the prime reason is for increasing sales and growing your business. You are likely spending money on search and social advertising.
There is also a good chance you are expending resources to publish content to boost organic traffic. However, how effective has your website been in converting those visitors into prospects, leads, and active customers?
If you do not have landing pages and are relying on a “contact us” page for lead capture, you are missing opportunities and losing business.
What is a Landing Page?
Essentially, it is a web page with a specific, targeted marketing message and a prime purpose of creating a conversion event. These events can be anything from a newsletter sign-up to a quote request.
Regardless, the page is designed to acquire contact information, even if it is just an email address, in exchange for something the visitor wants. So, the visitor may want a notification every time you have a special offer or event, a special report (like a local real estate market report), a free e-book, a rate quote, free estimate, or something else.
Nevertheless, it will give you the ability to continue to market to this visitor in the future.
While you may have a contact form on your homepage, product or service pages, and blog posts, these don't qualify as landing pages. That said, you should provide your visitors with as many conversion opportunities as possible, without becoming intrusive.
This will include your contact information in your website's header and footer, calls-to-action, contact forms, and landing pages. Moreover, you should design your website and content in a way that you are providing multiple but clear paths to conversions.
How Many Landing Pages do you Need?
The answer is always ‘more is better.
According to a study shared on HubSpot, ‘companies do see a 55% increase in leads when increasing their number of landing pages from 10 to 15,” and that ‘number spikes even more when a company has 40 or more landing pages on their website.”
Why? It is because landing pages are specifically optimized for direct sales, lead generation, or relationship building.
The visitors likely found your website because of your educational content, but a landing page is the needed next step to make the conversion.
5. Email Marketing
There are a ton of ways to market to potential customers these days. One method that's stayed in style is email marketing. According to a MarketingSherpa survey, 91 percent of American adults prefer to receive promotional emails from companies that they like.
This means that people who sign up for your email list expect and want you to reach out to them with your marketing emails. Still, you can't send them worthless messages.
The content has to be helpful to the subscriber and advantageous to your business. Here are three ways you can use email marketing to your advantage.
Target Specific Groups
With many types of marketing and advertising, there's not a lot you can do in terms of choosing who sees the advertisement. Email marketing is highly targeted.
The people on your list have already expressed interest by subscribing to your mailing list.
That means they're already targeted. From there, you can break your list up into further targeted groups so that you're hitting the right people with the right emails.
Personalize Your Message
One of the biggest benefits of email marketing, according to Comm100, is that you can personalize your message then you can with other forms of marketing.
You can use any information that person has given you when they subscribed to your mailing list, such as their name. Also, you can use any past customer information, such as buying dates and suggesting similar items that may help them.
By personalizing your message, you're building a relationship with that person and that can go a long way towards conversion and click-through rates.
While most sharing happens on social media channels these days, there is still a lot of information shared via email. In the emails you send to your subscribers, encourage them to share the content with their friends.
Sharing with email is easy because all they have to do is select a name and them forward along.
Implement the Latest Online Marketing Trends
By watching online marketing trends that are working, you can continue to use similar ones to the same effect. If you are only using advertisements that are doing well, you will see your business grow.
As well as those that are not. By pulling advertisements that are not working, you won't be wasting your hard-earned money on advertisements that are not doing anything.
By using advertisements that are performing well, your business is going to build a reputation online. If your customers are happy with your advertisements, they will start to trust you. All of the comments and shares that you get through social media will only increase your online reputation.
If you monitor your results, you will start to learn more about your potential customers. By seeing which advertisements do well and those that do not, you should start to see a pattern. It will make it easier to design your next advertisement as you team what your customers like.
For more digital marketing ideas, please contact us.