The online marketing landscape is always shifting. New trends seem to constantly come and go. Some of these trends have revolutionized the industry, and others, well… not so much.
Separating the trends from the dead-ends is the first part of the job for any business marketing team – especially small businesses. A shrewd early investment into a successful trend, like any good investment, can pay off big in the long run. Throwing your resources into a failing platform or strategy, on the other hand, could have significant costs compounded by the cost of lost opportunities.
To help you make the right decision for your business, here is a breakdown of the latest online marketing trends that are worth following:
1. User Experience (UX)
The customer is always right, right? Then why do so many businesses continue to ignore their clients’ online experiences? Creating a seamless, engaging, and user-friendly experience will keep clients on your site and social channels, while moving them along your sales funnel. A poorly designed site will have the opposite effect, driving them away. According to Hubspot, “39% of people will stop engaging with a website if images won’t load or take too long to load” and 38% will leave “if the content/layout is unattractive”.
Search Engine Optimization (SEO) is not a new trend by any means, but its importance is arguably greater than ever. According to a study by HubShout.com last year SEO received the largest budget allocation of any online marketing strategy, beating out web development, PPC (pay per click) ads, social media, and email marketing. In fact, 35.7% of the marketing agencies interviewed by HubShout.com believed that SEO would be the most in-demand service in 2017.
Like SEO, mobile is nothing new, but it is only getting more important. According to Dave Chaffey of Smartinsights.com, mobile usage overtook desktops way back in 2014, and it has only continued to grow since then. Forrester estimates that mobile payment in the US will climb to $142 billion by 2019, with similar levels of growth expected in Canada.
4. Real time connections
Facebook live took off last year and is being utilized by more and more companies looking to make the most of this exciting new trend. Live video isn’t just limited to Facebook, though. Other platforms like Periscope have been in the game even longer and have a track record of success. Interacting in real time is a great way to build engagement and meet consumer’s needs. Companies use these platforms to host Q&A sessions, give a behind the scenes view of an industry, and even hold contests.
Live video isn’t for every business, and it requires a sizeable social following, but it is highly successful when used properly.
How do these trends align with your current strategy? They may not all be right for your company, but identifying which online marketing trends will work best for your business is half the battle.Read more >