Every year the internet is flooded with articles from digital marketers about the big trends that will dominate their industry. Of course, this information is generally only of interest to other digital marketers. It means nothing to the thousands of small to medium business owners who can’t decide whether they should have a Facebook page for their business.
So, to provide you with information that will help you make that decision, we’re looking at the big digital marketing trends for 2018 and how they could help you grow your business.
- The rise and rise of video
This isn’t a new trend, but it’s one that continues to grow in popularity. Live videos, such as Facebook Live, are tremendously popular and generate more engagement than any other type of content.
If you’re not sure where to start with video, here are some ideas:
– Give your followers a peek behind-the-scenes of your business
– Create a video showing your products in action
– Get satisfied customers to provide you with video testimonials
– Give an interview as an industry expert
It may mean stepping out of your comfort zone, but if you can find a way to use videos in your marketing strategy, you’ll definitely stand out from your competition.
- The importance of being mobile-friendly
Again, this isn’t a new trend but one that’s become absolutely essential if you want your website to rank well organically. About three years ago, Google started prioritising mobile-friendly websites in search results. But that isn’t the only reason why your site should be mobile-friendly.
With more people using their phones and laptops to find products and services on-the-go, you’ll want a website that makes it easy for them to interact with you. Mobile-friendly sites have a number of elements and functions that make them suitable for viewing on a smaller screen. Copy and images display correctly, contact forms are simple and intuitive and you can make a click just by clicking on a number.
If you have a site that isn’t mobile-friendly, make 2018 the year you get your site updated otherwise, you’ll struggle to compete with sites that already meet this essential criterion.
- Content Marketing is the preferred strategy
Given the amount of advertising that the average person is bombarded with every day, it’s no surprise that most people would prefer to learn about a business through an article or video rather than an advert.
Many of the large retailers in South Africa have developed sophisticated content marketing campaigns to engage with the customers. However, B2B businesses can benefit just as much from creating content rather than relying on traditional marketing methods.
As their customer base often requires more information before making a purchasing decision, whitepapers, case studies, newsletters and blogs offer an engaging way to deliver information. Content marketing is inexpensive and produces a steady stream of qualified leads. That alone may convince you to at least start a business blog this year.
- Marketing with transparency
An objection we often face with clients about having a social media presence is the concern that a customer may give them a bad review. How we overcome their concerns is by assuring them that provided they handle a complaint the right way, their business won’t suffer for it.
In fact, one of the big trends for 2018 suggests that encouraging clients to leave feedback on your website and social media platforms is a better way to do business. It also means that brands must be prepared to give customers a behind-the-scenes look at how they run their business. If you’re transparent about your business, your customers will reward you for it.
And there you have it, four digital marketing trends that you should keep in mind when planning your marketing strategy for 2018. If you’re not on social media or your accounts have been inactive for months, now’s the time to dust them off. If your competitors are already on social media or sending out newsletters, you’re losing out.
Don’t be afraid to show your customers what you’re all about—from your products or services to your company culture—this is exactly what they want to see. If you don’t have the time, resources or skills to manage your digital marketing in-house, outsource it to an agency like Web Changes. We’ll help develop a cost-effective and manageable digital marketing strategy for 2018 and beyond.