A new year means new opportunities to make your brand shine in a competitive digital marketing landscape. This past year was action-packed with the introduction of IGTV (Instagram’s standalone, mobile-first video platform), the General Data Protection Regulation (GDPR) in the EU, Twitter’s massive data breach, and Google My Business’s seven-day post feature update, to name just a few events.
If 2018 taught marketers anything, it is that major social media and search platforms are working rapid fire to develop new tools and that government bodies are playing catch up with the internet in terms of protecting user information. As we head into 2019, here are six digital marketing trends to anticipate and act on:
- The User’s Always Right, Even When Wrong: Brand response remains paramount for the good, the bad, and the ugly when it comes to business reviews. Every business owner knows the anxiety caused by a negative review on Facebook, Google, Yelp, and the like – especially when the review doesn’t accurately represent the situation it discusses. A thoughtful response to reviews shows potential clients that your business takes customer feedback seriously and cares about their experience.
- Entertain & Inform On Social Media: As organic social media continues to lose its reach to your existing audience it is imperative to focus on publishing content that entertains and informs. Consider putting a budget towards boosting posts with content that performs well on its own to reach new people, but leave the sales pitch for paid ads.
- Google My Business As A Main Touchpoint: Your Google My Business listing is the cluster of information about your business that appears when searched for by name and includes a link to your website, directions, hours, Google Reviews, and more. Our digital marketing team has noted a significant uptick in traffic to clients’ websites coming from this source. Be sure that you own control over your Google My Business profile and update it regularly.
- Video, Video, Video: People want information quickly and without having to put forward much effort to understand it which makes video the perfect medium for communicating a message. Studies show that video gets more engagement on social media than static images, so the next time you go to snap a quick picture for Facebook, Twitter, LinkedIn, or Instagram take a 10-second video or a Boomerang instead. Longer form video is appropriate on platforms such as YouTube and IGTV. As a rule of thumb, always try to have great lighting and minimal background noise.
- Less Is More: When it comes to writing content for your customers, keep it short and sweet. The easier it is for someone to read, the more likely they are to engage whether it be a social media caption or email newsletter. Some instances require longer form content such as blogs or press releases, but it is important to get to your point quickly when you can.
- An Integrated Strategy Is Key: When you combine digital marketing with other marketing methods such as print, promo, trade shows, and more, you have a recipe for an agile and robust strategy. Make a clear plan for how all your marketing methods work together to deliver your brand’s message.
Digital marketing best practices evolve every day, as is the nature of the internet and user demands. If you need help managing your brand’s online presence, let our digital marketing experts take away the stress of staying abreast of industry updates. Our team is always on top of the latest changes and works closely with our clients to inform them of new opportunities and recommended actions. Give us a call at 301-752-8000!