February 11, 2018
It’s shaping up to be a year of huge change.
By Maureen McCabe
Evolve or die. It is a basic tenant of business, and far as marketing goes, it has never been more important to internalize that truth than right now. With the landscape changing so rapidly, you have to know what the digital marketing trends and where the digital world is going so you can get there before it does.
Here are the five most impactful trends that will impact your business’s marketing in 2018 and beyond.
1. More security
Security was a big issue before the Facebook security breach and it’s even bigger now.
When a visitor arrives at your digital door, they want to know that any information they may give you is protected — and they are savvy enough to look for the HTTPS in your URL (the S stands for secure).
You will have to pay for a security (SSL) certificate — prices vary, some hosting providers include it in your annual fee. It is well worth the investment because visitors will choose to leave instead of opening themselves up to compromise. If you don’t have an or you do not know if you have one, you should talk to your web developer immediately.
2. More personalization
Many well-trafficked news, sports sites (as well as almost all social media channels) have figured out how to custom create every visitor experience for them. Now, rightly or wrongly, people feel like that should be the standard across the web.
While you may not have the expertise or infrastructure to do this, your developer can update your website with dynamic content that can change depending on how many times a visitor has come to your site, where they came from and what they have clicked on in a session.
Build in a few calls to action to drive more engagement and better performance — this will be especially useful when voice-activated browsing gains full adoption.
People know they are being tracked to a certain extent for marketing purposes, and for the most part, they are okay with that as long they are being rewarded with content they will find valuable when they want it. For example, if you are a women’s clothing store, you can advertise a rain coat and umbrella sale to people in your area via digital ads, notifications or texts as soon as it starts to rain.
These are called micro-moments, and if you can create enough of them, people will come to love you for it.
4. More imagery
Yes, there is a place for text-heavy content, but more and more, it is a choice people make after being impressed by more visual forms of communication.
According to HubSpot, visual content is 40x more likely to be shared on social media, and 4x as many customers would rather watch a video about a product than read about it. Even within text-heavy content itself, more images lead to more shares.
If you have not tried Canva yet, you should. You don’t have to be a graphic designer to create amazing visuals for blogs and social media posts.
5. A commitment to consistency
As you become an authority in your field, your readers and followers will come to rely on you. And they will expect you to be there for them in the same way every time: in tone, voice, quality of the content you write or share and value you add to their businesses. That is why it is important that anyone who writes content for you follows your style. Get a professional writer to develop your voice and give you and your people a style guide for how to use it. Think of it like a cheat sheet for your brand.
Now you know what people are looking for. If you are unsure how to deliver it to them, contact McCabe Marketing for a complimentary marketing consultation.
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