Another year, another leap in online marketing. We’ve seen the online marketing landscape change drastically over the years. With constantly evolving search engine algorithms, new analytics and data gathering tools, social media platforms, and advertising options, each year brings new and improved methods of drawing in and converting customers. Let’s see what 2018 has in store for us.
Personalisation through content marketing
Personalised content has been and always will be the best way to convert your website visitors. However, in 2018, we’re going to see a rise in this practice as more and more companies realise its effectiveness. HubSpot recently found that personalised content, which targets users at different phases within the sales funnel, outperforms non-personalised content by 42%. Examples of personalised content campaigns include using customer metrics to share the most relevant eBooks, checklists, white papers and articles, in order to reengage, upsell or cross-sell, and nurture leads.
A bigger emphasis on social media marketing and video marketing
Like personalised content marketing, effective social media marketing relies on understanding your customers and addressing their pain points. In 2018, messaging on social media must be consistent and much more engaged. With a bit of audience research, you will be able to identify the primary platforms for your audience, and then engage them directly in the hopes of leveraging social interactions that may lead to conversions. Video is the rising star of content marketing. Surveys have found that 65% of decision-makers visit a website, and 39% call the vendor, after they view one of the company’s videos. That means that unless you use videos on your landing pages, blog posts, website pages, and ads, you’re probably not producing enough video content. You should experiment with different topics, durations and types of video, and follow your brand guidelines and overall strategy, in order to get the best results. As more companies realise its effectiveness, video is going to become a major player in many online marketing strategies for 2018. Contact Convrt Marketing to become a well-oiled marketing machine in 2018.