What is the sense of building a business if no one knows about it? Marketing is an essential part of building a successful business. It helps you position your brand in the marketplace and also helps you get found by the right people (conversion). And as people rely further on the internet for information and finding services, it is no surprise that everyone is going digital.
Digital marketing has been around for quite some time now and has well adapted to the technological trends. From Web 1.0 to the birth of social media, digital marketing has evolved into a comprehensive platform which provides marketers different means to interact with their audience. Before, going digital is just about launching a website. Now, it includes doing marketing campaigns through ads, emails, social media, and even PR or content marketing. And because this new platform offers a diverse range of marketing channels, it is important that marketers understand how to use each one of them.
One of the common mistakes marketers make is that they treat all channels in the same manner. Social media works very differently compared to emails, ads and SEO. There is no one-size-fits-all when it comes to digital marketing. Each channel has its own requirement as users have their own different purpose why they use these in the first place.
This is where having a strong digital marketing strategy comes to play. Coming up with a robust yet agile digital marketing strategy can be quite daunting, but it can be done by following key principles.
Digital Marketing Trends of 2020
Being up to date with digital marketing trends lets you pour your time and energy into what works now instead of what used to work better in the past. It’s not to say that the basics are not relevant anymore, but you must include the trends in digital marketing to get the best results. After all, these trends come up due to people’s ever-changing online habits.
Facebook may have reached its absolute peak. News feed advertising is now more expensive than ever, and much of digital marketing is now shifting towards advertising on Messenger. As far as Gen Z users go, Facebook is pretty much dead. According to Forbes, 41% of Facebook users are over the age of 65.
Meanwhile, Instagram is still on the rise. This is one of the platforms that the younger generations are spending more of their time and attention in. With well over a billion users, much of its demographic is under the age of 30. If you’re looking to increase your presence in Instagram, the time is now.
Chatbots are starting to dominate customer service. More users are now taking their concerns to chat, and chatbots are there to answer frequently asked questions and handle support tickets. They’re on 24/7, respond to customers instantly, and bring down costs. Around 80% of businesses have stated that they want to implement chatbots in their operations.
If you haven’t gotten into video yet, you’ve been slacking off. Video marketing for your business is no longer an option—it should be mandatory. Eight out of ten customers watch product videos to be informed of online purchasing decisions and 70% of them share those videos on their social media. Over 72% of businesses report a boost in their conversion rates thanks to video.
With that said, content is still king, and context even more so. Content marketing will never go away, yet there is now even more emphasis on nuance in content due to how the world has become in recent years, especially 2020.
Find more statistics at Statista
Search Engine Optimization
The number one trend with SEO nowadays is voice search. More and more people are now using Siri, Google Assistant, and Alexa to search for what they need, so the battle now is about winning the voice search game. In mid-2019, around 48% of consumers were using voice search for general web searches.
If text search rankings are competitive, then voice search rankings are downright cutthroat. Voice search engine optimization, or VSEO, is now something you should pay attention to from here on out.
Programmatic advertising is taking over PPC now, thanks to AI technology automating audience targeting. If there’s real-time bidding involved, that’s a form of programmatic ad buying right there. The automation makes it much faster and more efficient in getting higher conversions while lowering costs in acquiring customers. Over 86% of digital ads in the US have become programmatic by this year.
Digital Marketing for Small Businesses
The potential customers you can find online are a whole lot more than who you can attract if you only focus on attracting customers locally. You may think that marketing outside your own area may not be any good, but you’d be surprised how many people would be willing to travel to your business if your products and services are just what they need.
Not only can you attract a gigantic audience in a cost-effective way that’s measurable and scalable, but you also get to interact with them directly. You can then learn exactly what they want and need, which lets you shift your direction if need be. Compared to traditional marketing, you can get more out of every dollar spent on digital marketing.
Finally, you can foster brand loyalty through digital marketing. You can build an online community centered around your brand, growing an audience within your niche and even attract new people into it as well. The more reach your small business gets, the greater the potential for growth.
That’s the power that digital marketing gives to small businesses. Whether you do everything in-house or you work with a digital marketing agency in Grand Prairie, you can get a lot for a lot less money compared to just traditional marketing.
How to Structure a Digital Marketing Plan
The first and most important step for a small business to get its digital marketing going is to build a strong social media presence. You can also use your email marketing to connect with customers, as a lot of Internet-savvy small businesses have become accustomed to.
You should then expand your website marketing with shareable content to get your content marketing going and bring people to your website. Start using video marketing to showcase your products and services, as well as gain authority in your niche.
Use your own digital marketing resources whenever possible since they’re practically free. Determine which channels you’ll be focusing on and how much money you’re willing to budget for each. Whichever is working best for your business, focus more on thos
Also, find more outlets for print marketing and include your online channels in the materials, including your website and social media pages. You can actually make print marketing work for your digital marketing as well if done right.
Throughout it all, make sure you have your sights on your main goal. You can also do certain things to take things to the next level, like implementing a chatbot to your web chat to have 24/7 customer support and other automations.