As technology grows and changes, digital marketing presents us with many new opportunities. At the same time, best practices evolve to meet the changeable expectations and desires of our audiences. As Beth Comstock says, ‘marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.’ To support your marketing strategy in 2020 and beyond, try these six marketing moves.
6 Essential Marketing To Do’s For Your Small Business
1 . Produce long-form educational content
According to Sword and the Script, ‘Long-form content earns 3-times as much traffic and 4-times as many shares than articles of average length.’ Long-form content usually refers to content of 3,000 words or more. The survey data also concluded that longer headlines frequently earn more backlinks and shares than shorter headlines.
Educational content is the perfect way to drive traffic, including informational blog posts, guides, quizzes or whitepapers. Educational blogs which respond to informational search intent can also help brands to establish credibility. To support the content creation process many brands are turning to content intelligence platforms.
Ceralytics is a content intelligence platform which discovers high-performing topics and offers a ‘current impact score’. The platform provides ideas for topics that are rarely covered, but highly relevant, along with data to understand the needs of your audience.
2. Start live streaming
Tech Jury reported that, ‘80 % of customers prefer to watch live videos from a brand than read a blog.’ Live streaming allows brands to increase authentic engagement, build loyalty, and gain authority within their industry. Webinars are a powerful tool to communicate with your audience and widen your reach. Popular platforms for live streaming include Dacast, Viemo or Brightcove. Brands also use social platforms such as Facebook Live or YouTube Live. In 2020, more people are attending online webinars than ever before.
3. Nurture your brand
Companies with strong branding consistently outperform companies who lack strong branding. Branding encompasses everything from your graphics and designs to your values and your brand story. A study by the University of Loyola found that the color of brand graphics ‘increases brand recognition by up to 80 percent.’ Their research data indicated that consumers judge a product ‘within 90 seconds of viewing it.’
To improve the aesthetics of your brand, you need to use the right tools. if you decide on the DIY route, a company like GraphicSprings provides a top quality brand design tool, allowing companies to create attractive brand assets and logos with ease.
When it comes to nurturing, you might want to think about email marketing and how you can segment your email subscribers. This can be a great way of tailoring your content and the relevant information you want to get to each subscriber individually. All of your email subscribers might not be paying customers, so it’s useful to direct the relevant email content to those who you’re trying to convert to sales. You may also want to consider email marketing outreach in order to get extra subscribers for your database.
4. Connect with nano influencers
Influencer marketing is an effective way to improve your brand awareness and drive more leads. It’s highly effective because your audience already trusts the recommendations and opinions of their favorite influencers. The marketing is perceived as more of an ‘authentic’ recommendation, as opposed to conventional advertising.
One of the top influencer marketing tips is to work with ‘nano influencers’. These individuals have significantly smaller followings, yet their audiences are highly active and loyal. Nano influencers don’t come with the price tag of micro influencers or celebrities, and their promotions are often perceived to be more genuine. Tools like Buzzsumo can help brands to find influencers related to their industry.
5. Deploy conversational AI
Conversational Artificial Intelligence (AI) uses chatbots and messaging apps to offer your customers personalized experiences. In 2020, brands are using chatbots that mimic casual and conversational language. The idea is that talking to these chatbots should feel like you’re having a conversation with a friend.
Brands are using techniques including natural language, slang and abbreviations (where appropriate), and even emojis. Chatbots are useful for practical means, such as providing customer service. Yet they also improve marketing. Whether interacting on your website or engaging on social media, customers expect 24/7 service, and chatbots are one of the easiest ways to deliver this.
6. Optimize for voice
Voice searches are fast gaining popularity. Dialog Tech discovered that, ‘voice shopping accounts for around $2 billion in consumer spending’. This figure is predicted to rise to $40 billion in 2022.
Brands should focus on natural language, long-tail keywords, optimizing for featured snippets and targeting local searches. Each of these areas of focus will allow your business to optimize for voice search. Writing FAQ pages for your website is another great way to respond to these searches. Voice search answers are usually no more than 29 words, so you must ensure that your answer does not exceed this word count. By using an FAQ page you can answer voice queries and improve your chances of making the featured snippets.
Above all, creativity continues to be of crucial importance in the marketing world. With competition at every turn, unmatched creativity will improve your marketing tactics and help your brand stand out from the crowd.