The digital marketing environment is many
things. One thing that it is not, however, is boring. Ad blockers, spam
filters, and other cybersecurity measures,
designed to protect computer users against the deluge of spam and
malicious users out there, make life difficult for honest marketers.
It’s becoming harder to get the marketing
message out there. As a result, marketers have to be more innovative when it
comes to attracting traffic to their sites. In this post, we’ll look at top
tips to help you succeed in digital marketing this year.
SEO Has Changed
Do you miss the good old days when SEO
was as simple as putting in the right combination of keywords and backlinks?
The evolution of artificial intelligence is pushing us further and further away
from that point.
In 2020, the number one spot in search
engine results is not going to cut it. Thanks to the featured snippets that
Google displays before listing the results, things have changed. Top spot now
goes to the site with the featured snippet.
What do you have to do to get your
snippet featured? Research questions that your audience might ask in relation
to your keywords. If you’re ranking different keywords for different pages,
repeat the process for each page.
Create a post related to each of these
questions. State your question upfront in your post. Then create a short answer
to the question. The post will explain your answer in more detail but putting
the question and answer in first helps create a good snippet.
How many people do you know who never use
any form of social media? The answer is not many. Businesses have been taking
advantage of the popularity of social media to promote their businesses.
Going forward, social media will become
even more important. This time, though, not as a promotional tool so much as an
alternative sales channel. Shoppers are increasingly demanding to be able to
buy their items on channels that suit them.
They don’t want to have to sign off
Instagram and navigate over to your site. By creating shoppable posts, you’re
meeting the client’s need for convenience. You’re also doing yourself a favour
by creating valuable social proof.
Say that someone buys a pair of shorts on
Facebook, for example. Their friends would be able to see that they’ve bought
the shorts. This might encourage them to do the same.
Virtual Reality and Augmented
Virtual reality (VR) and augmented
reality (AR) are set to become hot sales tools this year. Of the two, AR is
considered the new kid on the block, so it’s worth focusing on AR.
How can you use these tools in marketing?
Take a look at Ikea’s Place app – it’s available on iOS and Android. You
download the app. Aim your phone at a place in your home where you’d like to
add a piece of Ikea furniture.
You’ll then be able to choose from a
variety of pieces that Ikea sells. Augmented reality here allows you to see an
accurate depiction of how a piece would look in your home.
Where possible, consider using VR and AR
in your marketing. You could create an app of your own, or you could even
create a VR game. Get creative with this one.
Change up Your Video Content
Modern consumers value video advertising.
It allows them to sit back and learn what they need to with little effort. The
problem with video content in 2020 is that everyone uses them. Consumers are
now getting bored with the same type of sales video they see every day.
In order to shake things up a little,
it’s a good idea to change your video content. Consider having a “Guess what
this is” contest. Take a closeup of shot of a product that you sell and make
people guess what it is.
Look for new angles to shoot your videos
from. Vary the duration of videos to change things up more. Consider adding
live video content in too. Consider the content – instead of filming video
tutorials, for example, you could shoot a video listing fun fact about your
product or town, for example.
Naturally, you’ll want to steer clear of
controversial topics, but aside from that, you’ve got free reign.
Digital marketing doesn’t stand still.
Companies that are not able to adapt will be left behind. 2020 is the time to
start thinking outside of the box. Don’t be restrained by outdated rules and
guidelines and be willing to try something new.
Ten years ago, marketing advice told us
that our sales videos had to be professional and perfect. Social media’s
reaction to live videos proved that to be false. People like novelty,
especially when it comes to advertising.
Give them something that they’ve never seen before and you’re halfway there.
by Chris Usatenko