The digital marketing landscape is constantly changing, and what worked well for you last year may no longer be effective in 2018. As a savvy business owner, it's to your benefit to stay on top of the latest digital marketing trends to ensure that you're visible to your target audience.
Long gone are the days that you could rely on a single marketing channel to attract and convert customers. Having an active presence on one online platform is not enough. You need to be everywhere that your customer is, and with so many online platforms to choose from, this can be a daunting task.
Fortunately, you can amplify brand awareness and stay top of mind with your target customers by embracing the following six digital marketing trends of 2018:
1. Focus on relevancy.
For many years, businesses thought that collecting email addresses and contact information on lead forms was the ticket for dominating their niche.
While this tactic will get your business in your audience's inboxes, it won't be as effective in 2018. Why? Because today's consumers crave intimacy and an authentic connection. The name of the game has become getting relevant content in front of the right audience at the right time.
You can create more relevant content by clearly defining your buyer personas and taking the time to understand their pain points. Using analytics to review the pages that visitors are viewing on your website will allow you to serve them with more relevant content to help move them through your sales funnel and convert.
2. Earn attention from the right audience.
While you want to maximize your brand's awareness online, you also need to make sure that you're commanding the attention of the right audience. Consumers are receiving an overwhelming amount of marketing messages from businesses via social media and email that they've become starved for relevancy and significance. By targeting the right audience and serving them with meaningful content that adds value to their lives, you'll be able to capture their loyalty and wallet.
3. Be everywhere your target audience is.
There is a big difference between having your business appear everywhere online and having your business appear where your target audience is active online. Being omnipresent for a clearly defined audience will help your business to establish trust and credibility with your targeted customers. Managing a well-rounded online presence is not an easy undertaking, and understanding where your target audience spends their time online will allow you to work smarter.
4. Turn your sales funnel into an experience.
The step-by-step sales funnels that marketers have embraced over the years will no longer with with today's consumers. To help your business stand out in 2018, you need to turn your marketing funnel into an experience. Being aware of where your prospects are in the buyer's journey will allow you to serve them with relevant content at the right time. Your prospects will appreciate that you're in tune with their needs and interests, which will help you to build significant trust and earn loyalty.
5. Nurture your audience instead of selling to them.
Today's online consumers receive one sales message on top of another. We don't need to tell you that trying to force sales on your audience is a huge turnoff. Understanding that it takes time to build trust and loyalty with your audience, you're better off focusing on nurturing your audience and growing brand awareness.
6. Educate your audience.
Thanks to the internet, today's consumers are more informed than ever when making a purchase decision. Use your website, business blog, email newsletter, and social media posts as an opportunity to educate your audience about your industry in a way that will add value. If you do this consistently, you will position yourself as an authority in your industry and the go-to person when a relevant need comes up. Your audience is also more likely to share content that they perceive to be valuable, which will help to increase your brand awareness online.
Keeping up with these digital marketing trends and the way that way that your target audience wants to interact with your brand online will allow you to amplify your awareness and realize the greatest return on your investment in 2018.
Knowing how to navigate today's ever-evolving digital marketing landscape can be difficult, but it's also imperative. It's to your advantage to have the right digital marketing partner on your side to help you dominate your online presence.
At New York Ave, we're advocates of putting service above profit and details above volume. We take the time to truly understand your business and what you want to accomplish with your online presence before proposing solutions. Our wealth of experience in digital marketing will allow us to help you implement an online strategy that best resonates with your target audience.
Contact us at New York Ave to learn about the value that we can offer to your digital marketing strategy.