Great marketing means that you have to be constantly aware of upcoming trends and emerging channels. Even if you feel confident in your business’s current techniques and strategies, you should keep an eye on what’s coming next so you can stay ahead of the competition. To keep your small business successful as we progress further into 2018, here are five marketing tips to help you.
Make better video content
With video becoming one of the most essential platforms for engaging with customers, a lot of companies have rushed in, putting energy into creating funny, entertaining videos to capture attention.
While these may gain some short term traction, it would be much better to focus on crafting a video campaign that can generate results. One with a clear strategy, measurable goals and a great call to action at the end, not necessarily a great punchline.
Consider Facebook Live, Instagram Stories, and SnapChat stories to engage your audience.
You can hold webinars and live events for product launches, hold tutorials, and answer questions in real time. This gives a tangible feeling to your audience and helps them connect more closely with your brand and product.
Try live video
Live video is nothing new, but it’s growing exponentially. Lately, everyone wants a piece of Facebook Live – in fact, 80% of users said they’d rather watch a live video than read a blog post, while according to Facebook, live video gets 3 times more views than regular video content.
Here are 3 quick tips for getting started with live video:
- Use live video at events to give followers a behind-the-scenes look at the event.
- Use live video to introduce your followers to your employees.
- Advertise an exclusive sale or promotion to anyone who watches your live video.
Live video gives you the opportunity to get people excited for a big reveal and show them new products via live streams. It’s an excellent way to showcase products or services in action, but you can also use live videos to bring consumers closer to your brand. Stream from inside your office and introduce team members to your audience. This helps develop a closer connection between your customers and your brand, which will only be beneficial moving forward.
Blogging isn’t going anywhere
SEO is not going out of fashion any time soon, the majority of people searching for your company on the web still refer to search engines as their first port of call. If you have a presence in the top positions for keywords the user is searching, then you have a much better chance of attracting more attention and trust for your company.
Unless you have been living under a rock for the past few years, you should know that blogging is a trend that virtually every business has adopted. This is because blogging is a great way to exploit SEO practices and get your business noticed. Unfortunately, many businesses focus on frequency and forget the importance of quality.
By optimizing your website for search engines with quality blog posts, your business will appear at the top of search results for topics related to your service offering. This in turn will lead to more visitors to your website, increase your leads, and help your business grow.
You can post a blog with keywords every week, but unless the content is valuable, you will lose the interest of your readers. The effectiveness of your blogging has to be based on exciting and informative content.
Be prepared for Generation Z
This generation is the first to grow up 100% online and their tech-savviness is unparalleled. Generation Z is 2-3 times more likely to be influenced by social media than they are by sales or discounts. In other words, they value social media and what others are doing more than they do price itself. That’s a huge shift from the price conscious shoppers of the past.
Depending on what business you are in, most marketers won’t worry about Gen Z for at least a few years, but the very first of them are about 22 years old now. Goldman Sachs says that Gen Z is more valuable to marketers than millennials in 2018 because their buying power is only going to increase, and we need to shift social media strategies accordingly.
There will be a shift in social media investments to Gen Z-friendly platforms like Snapchat and Instagram, and away from those like Facebook which is starting to see a decline in younger users, and a shift towards mammies and grannies.
Be GDPR ready
The GDPR (General Data Protection Regulation (Regulation (EU) 2016/679) comes into force in all 28 countries in Europe on 25th May 2018.
GDPR will affect marketers in 3 main ways:
- The first is regarding opt-ins, opt-outs, and consent regarding communications. The GDPR mandates that consent must be ‘freely given, specific, informed, and unambiguous’, and articulated by a ‘clear affirmative action’. That means you can’t assume consent based on ‘inactivity’, and that a pre-ticked box isn’t going to cut it. Prospects and customers must agree that their data can be used and that they can be contacted.
- The second is the much-discussed right to be forgotten. The GDPR is designed to confer more control to individuals over how their data is collected and used – and this means giving them some means of accessing and removing their data. They can do this when there’s no legitimate reason to process their information, when they withdraw consent for it to be used on the original terms, and when it’s been unlawfully processed.
- The third change is to the legal basis for processing personal data. Practically speaking, this will necessitate better housekeeping on the parts of marketers – and less collecting data for unnecessary reasons.
Overall – GDPR compliance is quite simple – don’t contact someone unless they specifically ask to be. Don’t assume they want to hear from you. Don’t cold contact them, and don’t send them irrelevant information that they didn’t request.