An ambitious company needs a digital marketing strategy. Whether it’s for fashion apparel, food or home goods, people can harness the power of the internet to inform consumers about their product and attract new people to their business. Creating a game plan can be tricky, however, so it’s helpful to understand digital marketing trends. Learning from the five hottest trends can increase a budding company’s chances of success.
Chatbots are Friends
Software is becoming more advanced and it’s possible to use it to replace conventional customer service work. Companies can now run the software on their websites. When customers arrive at the landing page, then they are greeted by a chatbot.
Chatbots are capable of answering questions and many people probably don’t realize that they are interacting with software. Companies can also collect valuable data about the shopping preferences of consumers as well as their likes and dislikes. They can use this information to hone advertising messages and improve their product offering.
Companies can hire developers to make a chatbot. Their rising popularity makes it more important than ever to put one on a high-traffic website; otherwise, companies risk losing customers who crave interaction.
Video is a Powerful Tool
Experts agree that video is not optional in today’s digital landscape. It can convey messages more clearly than text and make customers more engaged with a product. A cooking demonstration using an ingredient that a company sells, for example, is more effective than written copy.
Video can be utilized on all major social media platforms such as YouTube, Facebook, Instagram and Twitter. Although it takes longer to make a video, it’s also a good way to gain a large following quickly. Most cellphones have a sophisticated camera that can record high-quality videos. Company representatives can also purchase a camera and accessories such as a tripod and lights to make videos in a studio setting. Even one video every two weeks can make a social media account more dynamic.
Video is also an essential component for social media influencers. Many companies send their products to influencers and offer compensation if they make a video about the product or promote it on their blog and social media accounts. Influencer marketing is a great way to spread the word about a company with little effort for the company. Some even manage to recruit famous athletes and celebrities for a big boost in revenue.
Email is Personal
Email is key for making a product or service memorable. Email was invented at the beginning of the internet era, but unlike social media giants, it’s user count isn’t decreasing. People around the world check it every day. Therefore, encouraging individuals to subscribe to a digital newsletter can have big payoffs.
The colours, graphics and writing in a newsletter all tell a story about a company. If they’re eye-catching enough, then they are a constant reminder to interested readers. Part of the reason email marketing is effective is that it arrives in people’s inboxes and doesn’t require them to check their social media accounts.
Reading a newsletter regularly can give consumers a specific idea about a company. It serves a company well to keep track of metrics, which is easy to do with an email platform such as MailChimp or ActiveCampaign. Employees of a company can see how many of their subscribers open their email blasts and tweak their advertisements accordingly. Readers can not only receive weekly updates, but also follow-ups after they make a purchase, pre-sale offers and discount promotions.
Budding companies have become very profitable by creating a smart email campaign. Many people love to check every message they receive, even the ones in their promotions folder.
Interaction is Addicting
Recent surveys make it clear that internet browsers love interaction, even if it’s as simple as clicking a “like” button. Interaction doesn’t have to be a built-in feature on an existing platform, however, although it doesn’t hurt in building a name for a company. Companies can also spend time creating fun website content such as quizzes, polls and technology-driven videos.
The sky’s the limit for ideas. A company selling shoes, for example, may create a poll asking people to describe their favourite season of the year, then sending people recommendations based on their responses. Or, they can create a “behind-the-scenes” sneak peek into a runway show so people can see beautiful models flaunting accessories.
Interactive content makes people feel connected to a company. Companies often use it to spread heartfelt messages such as environmental sustainability or support for charities. It’s not uncommon for it to also spread the news about workplace culture trends. A company with a positive image can get attention from the press and attract high-calibre candidates to hire.
The Multichannel Approach is the Best Approach
It’s understandable for CEOS and small business owners to think that a digital marketing strategy is a big undertaking. In reality, there are ways to lift the burden on SEO strategists and influencers. Adopting a multichannel approach is a fancy way of stating that a company can post the same content on more than one platform.
Brands who do this have more success at converting customers. It’s also an excellent way to create a cohesive storyline about a product or service instead of overwhelming employees by giving them too many social media platforms to juggle at once.
Multichannel advertising applies to online-only businesses and supergiants that have both a brick-and-mortar shop and website. Companies who are interested in this type of marketing should take time to write snappy copy, take stunning photos and hire inspiring media representatives to spread their message and ensure that everything goes out on as many platforms as possible. It comes down to organization at the end of the day.
These five digital marketing trends can be useful to anyone interested in gaining an internet following for a product or service. It’s clear that social media is not just for celebrities anymore. Company founders with a burning desire to make an impact can become well-known in a short amount of time.
Also published on Medium.