If you’re looking at your marketing plan wondering how to fill it with a bit more zing, have a think about these latest trends that are set to fly in 2018!
Getting into the audience psyche…
When someone needs to find something out these days, the first thing they do is reach for their phone. This is called a “micro-moment”, to use the latest marketing-speak. For example, let’s say you’re thinking of moving house and are wondering how long the conveyancing process takes. You go onto Google and you ask the question.
Brands that are aware of these micro-moments, and cater voraciously for a wide range of them, are now the brands that get noticed. Infographics, articles, pdf downloads, whatever clicks to answer a specific question for your market is what you need to be working on. Get them out there and you’ll swiftly notice a significant uplift in audience engagement.
When it comes to customer-centric tactics, we’d be prepared to go as far as to say no marketer’s plan should be without a strong content marketing strategy. But what do we mean by ‘strong’? The short answer is it HAS to be content ‘personalised’ to an individual’s current position in their buyer’s journey. More than ever, this is going to be about knowing your audience, making use of the vast array of analytics tools available on social media platforms, and catering for each person every step of the way.
It may sound hard work, but when done well the results will speak for themselves all the way to the bottom line. For this isn’t just about finding new customers, it’s about retaining existing ones too. Customer-centric content develops and maintains strong, long-lasting customer relationships in a world of loose loyalty and envious competitors.
Influencers are a resource that could have an exponential impact on the success of your marketing. But we’re not talking about the well-known ones with millions of followers. We’re talking about micro-influencers. People who have, say, 1,000 to 100,000 followers on social media. The David’s of the influencing world, not the Goliaths. These guys are the ones who get into the guts of a niche. They are genuinely passionate about a subject and their followers know that. So when they comment and share… it means something. Why not tap into such a loyal following? It makes a lot of sense and isn’t even a budget-hungry strategy.
Utilising the power of the moving image…
There are, of course, many digital methods for making the most of fabulous micro-moments, focused content, and influencer power. But as we’ve already said, the one thing that everyone is reaching for these days is their phone. The written word has its place, particularly for SEO, but the spoken word has gone into hyper drive. The combination of stories being played out in motion in soundbite size, makes for a brand-bonding experience. And when an individual bonds with a message, they often share and shout about it. So what’s that all about? Video.
‘How To’ Videos
Gone are the days when you have a problem with your PC, for example, and you have to wait three days for an engineer to contact you. Now, you can just type a search into Google and odds on you’ll find a video solving exactly the issue you’re struggling with… and you’ll be able to buy the spare parts there too. Trust and credibility are built pretty much instantly. Which makes it an easy buying decision. B2C or B2B… it works.
With mobile devices, connectivity, and audience appetite fully attuned to moving pictures now, it won’t come as a surprise that live streaming of video content is going to escalate in 2018. It’s believed that three quarters of all internet traffic in 2017 was video streaming. That makes this a beast that won’t lie down any longer. But the live element is now what’s capturing the zeitgeist, probably because the social media platforms have made it so. So if you’re looking to develop a new trick this year, live streaming is worth checking out.
These have been around for a while now, and YouTube is a prime example of how video content can be successfully monetised. But with improvements in Wifi, not to mention unlimited data packages now easily available, mobile video is where it’s at. So if you’re thinking about heading in this direction, make sure you tailor all your content for mobile devices. Do not miss out on this important trick.
2018 is going to be an exciting year for anyone working in marketing. So go ahead, make the most of it, and enjoy!