Our world is constantly changing, but one thing that has become apparent in recent years is the prominence of all things digitally driven. In an all-things digital world, there are many challenges and opportunities for B2B marketers. As the emphasis on digital marketing continues to grow, a digital marketing strategy is more important than ever before. With constantly changing trends, it is essential to consider them when forming a digital marketing strategy. Here are five trends to consider when building your digital marketing strategy that will help put your organization on the path to marketing success.
Increase in Distribution Channels and the Rise of Omnichannel Marketing
There have never been more channels and opportunities to distribute digital content than there are today. Think about it; you likely have several media apps on your phone, websites bookmarked and newsletter subscriptions, all of which give you information, news and updates consistently. Omnichannel marketing is creating a presence across digital and traditional marketing channels such as websites, social media and events. As channels continue to be developed and grow in popularity, it is critical to understand which ones make the most sense for you to distribute content on. Connecting with your audience should be top priority, so consider which channels they tend to frequent and utilize them to your advantage. The transition from channel to channel is a key component of omnichannel marketing. Making sure you have touchpoints on these various channels for your audience allows you to create a consistent, unified experience. It is important to note though that you do not need to have a presence on every single channel. Instead, focus on channels that make sense for your organization and are proven to deliver results.
Broadened Diversity of Digital Content with Social Media, Videos and Podcasts
With the rise of reliance on digital comes the increasing usage of social media, videos and even podcasts, which has seen a 51% increase in listeners since a few years ago. While all these options are available, your target audience and their behaviors should be top of mind. Speak to topics that make an impact and create content types they enjoy consuming. If there is pressure to produce new content, do not fret, repurposing content is always an option. For example, if you have a blog that includes a variety of interesting statistics, it can be turned into several social media posts or even a short video with the data compiled. As you think about all the options, it is valuable to keep in mind that viewers can retain up to 95% of the information or message of something when obtained by a video, so when possible, include them into your marketing mix.
Inclusion of Personalization Tactics
While personalization isn’t a new aspect of digital marketing, it is continuing to become more valuable. 90% of people say they find personalization appealing. The level of personalization can vary, but something as simple as populating a person’s name and company name in an email can go a long way. Audience members want to feel valued and it is in your best interest to deliver the most personalized experience that you can. As more businesses, especially competitors, utilize social media, email marketing and more, they will also be offering those personalized experiences. Creating a human connection with audiences and forming those valuable relationships can start with a small personalization effort which helps your marketing campaign or content to stand out.
Rise in Virtual Events
There has been a 35% increase in the popularity of virtual events, especially webinars. While in-person events make their resurgence and hybrid events continue to grow, virtual events aren’t going anywhere. There are many benefits to holding an event virtually such as ease of access and no geographical restrictions, which allow for a broader audiences and budget-friendliness. As you think about virtual events for your digital marketing strategy, it should be top of mind to keep audiences engaged. Oftentimes the attention span can shorten the more time spent looking at a screen, so finding interactive ways to engage can be game-changing.
Use of Voice Search
More and more people are using Google Assistant, Alexa and Siri to search the internet by voice. In fact, almost 50% of people are using voice search to research products and services. Why is this important? It can impact search engine optimization (SEO) efforts. How people search by speaking can differ from how they search while typing something on their computer or mobile device. SEO is an essential component of a digital marketing strategy and now is the time to start considering voice search impacts. To address this, think about what keywords someone would say to search for what your company offers. Keep it conversational and relevant to see the best results possible.
As your organization plans digital marketing efforts, it’s important to keep these trends in mind to ensure an impactful strategy that maximizes exposure and generates results.
Looking for B2B digital marketing experts to help you plan and execute successful digital marketing efforts? Contact us today or request a free marketing consultation! We’ve helped many clients successfully map out their digital marketing goals and achieve success.