Keeping up with the latest trends in all areas of digital marketing including search engine optimization, social media marketing, web design, and user experience, is naturally essential for small businesses and large brands alike to reach consumers who are glued to their devices. But just because you’ve conquered digital marketing in 2018 doesn’t necessarily mean that you’re positioned for automatic success this year.
Digital marketing is in a constant state of flux; changing and evolving, shaped by new technologies and the habits of users. With this in mind, marketers need to be masters of adaptation.
By integrating these six strategies into your digital marketing plans this year, you’ll gain optimal traction with your customers while your competitors flounder in your wake.
Prepare for Google’s “micro moments”
We live in a fast-paced environment where we predominantly access digital content through mobile devices in short bursts on the train, waiting in line to get coffee, or (let’s face it) in the bathroom. The changing nature of our interactions with digital content is not making attention spans any longer. Today’s users don’t want, but demand instant gratification. They’re less likely than ever to take the time to scroll deeply or make dozens of clicks to navigate through your content.
Google understands this and its “micro moments” is a mental model for marketing that’s already changing the rules. This model distills user behavior into three distinct micro moments including:
“I want to go” moments
“I want to do” moments
“I want to buy” moments
These are the moments in which a user will now instinctively turn to a device. They will do so out of a desire to “go” and learn something through a specific piece of content, to “do” something like signup or registration, or to make a purchase and “buy” a product or service. These are fleeting but critical moments which are ripe for opportunity. How will you capitalize on them in 2019?
Users have been conditioned to expect brands to deliver exactly what they want when they want it. It’s incumbent upon businesses to be able to meet users’ needs faster with fewer clicks. This means producing more content, prompt and responsive user assistance, real-time communication and a range of options for a more personalized user experience.
Embrace video marketing
It may have killed the radio star, but video can also be a kingmaker. In a time where users’ attention spans are getting shorter and shorter, long form written content still has its place. However, video is fast becoming the preferred medium for the kinds of time-strapped users upon whom you have your sights set. Video communicates ideas quickly, making them more effective than text and even infographics.
Video marketing grows more important with each passing year and it is expected to reach new heights of importance in 2019. Consider this: brands that use video get 41-percent more search engine traffic than their counterparts that don’t. Businesses with a wealth of competitors who need every inch of inside track they can get in terms of SEO are tempting fate if they don’t embrace video marketing.
Content is still king
It’s as true today as it was when Bill Gates first said it in 1996. However, in a “mobile first” era, it stands to reason that the way in which your users consume said content will be different to how it was when the only way you could access the internet was from a desktop computer with a dial-up modem (go ahead and remember the sound of an old dial-up with fond nostalgia).
Mobile use has been the primary means by which users consume digital content since 2016, and as such it behoves marketers to consider how your content looks, how it feels, and how it is navigated through, on a mobile device.
Sure, this means that your web design will need to be responsive, but you must also consider how your content is laid out, how easy it is to navigate via touchscreen, and how long your content takes to load through a 4G or even a 3G connection. Remember that a page load time of just 7 seconds can increase your bounce rate by over 30-percent!
What’s more, in the wake of Google’s “mobile-first” index, failing to keep mobile optimization at the heart of your content is SEO kryptonite.
Tell more social stories
In an era where brands are stepping over one another to get the attention of their audiences, a little authenticity goes a long way. Authenticity helps users to establish a personal connection to your brand and allows them to invest in it emotionally. It adds to the value your brand provides and ensures that users will consider you before your competitors.
Let users peek behind the curtain with behind-the-scenes content. Allow them to get to know your employees a little better. Use polls to provide a degree of interactivity and ensure that your users feel that they have a voice. Use instagram stories to give users a flavor of daily life in your business. While it’s understandable that you may want to save time and resources by outsourcing much of your content, make sure that you leave plenty of space for some User Generated Content to give your content marketing strategy the personal touch.
Social stories are quick, fun, and easy to consume, and they also help to add that much-needed human dimension to your brand.
Champion user-centered design
Gone are the days when web design was all about aesthetics. No longer is it enough to merely have a website that looks beautiful and professional. Everyone has that now! In 2019 the future of web design is about User Experience (UX). UX is especially important in the “mobile-first” era as your content must be easy and intuitive to navigate through.
Today’s users are web savvier than they would have been 15, 10 or even 5 years ago. They have been conditioned to expect polished and seamless UX, and failing to provide it could be damaging to your brand. In an era where 55-percent of users spend less than 15 seconds on a website, brands can’t afford to send their bounce rates through the roof with an impenetrable UX.
Think about natural language
Digital assistants like Alexa, Siri, and Google Assistant continue to evolve, and as they become more sophisticated users are entrusting them more and more. Needless to say this is bound to impact the way in which people seek answers to questions, make purchases, and otherwise interact with brands.
With this in mind it, marketers should think about the natural language used via voice searches and how it differs from a traditional typed search engine query. Today 39 million people in the US alone own a voice operated smart speaker. As they grow more sophisticated and reliable, that number is likely to rise proportionately. With more and more users turning to voice search, it is increasingly considered to be the next SEO frontier.
These machines derive user intent from conversational voice commands as well as previous search queries, and the better you’re able to understand how they work the more luck you’ll have tapping into the vast and growing market of voice search users in 2019.
Closing thoughts
The year ahead offers some exciting opportunities and new challenges for brands of all shapes and sizes. However, when you keep this digital marketing checklist in mind, you’ll be perfectly positioned to respond to user demand in 2019 and beyond.