As we fast track into the last quarter of 2017, digital marketers are already looking ahead to 2018 in regards to their digital marketing campaigns. A large number are wondering if they should stay on the same track they mapped out in 20176 or should they be making changes now. We've itemised some digital marketing trends worth considering, both for the rest of the year and into 2018.
Well over fifty percent of B2B buyers rely on content to research their buying decisions. What’s more, close to half want to review four to six pieces of content before they engage with your company's sales team.
It's obvious; content is at the heart of every marketing campaign these days. Personalisation is an important factor in creating content that connects with consumers. Content specifically tailored to both customers’ needs and where they are in the buying process.
Ninety-five percent of senior-level executives believe delivering personalisation is critical or important for reaching customers.
Ninety-six percent of digital marketing professionals believe personalisation is critical to current and future success.
Marketers who deliver personalised web experiences are getting double-digit returns in marketing performance and response.
Personalised content performs forty-six percent better than non-personalised content, according to HubSpot.
By asking your visitors’ personalised questions such as, will this help our customers and prospects to solve their issues and better understand our solution?
Begin by working on the client data you already have in your CRM. Names and email addresses, most visitors will share these with you in exchange for useful information you could supply in an eBook.
Once you have this data, start lead nurturing campaigns offering prospects access to more great content in exchange for more data.
SEO and Content Conversion
You can't go too far when discussing marketing without including a conversation about SEO. The two go together like mushy peas and mint sauce. In a survey, over ninety-five percent of online marketers believe that SEO and content have become more entwined or are merging into a single function. The relationship between content marketing and SEO impacts marketers’ three most important content performance metrics: conversions, engagement and traffic.
Fifty-three percent of digital marketers recognise that fluency in SEO is critical to long-term content marketing success.
Organic search drives fifty-five percent of all content consumed.
The best way is to use SEO data to discover how prospects engage with your content. You then need to identify which pieces of content generates the most interest and results in those prospects that take action and engage with you.
Think about how your customers engage with varying types of content across all channels and devices and throughout all the stages of the journey. It pays to measure constantly.
Social Media Marketing
In the not too distant future, B2B marketers expect to spend most of their time on social media. As a result, social media budgets will grow. Understanding the consumers’ point-of-view is going to play a vital role. Meaning, they want consistent brand messaging and interactions whenever they encounter a brand or are considering making a purchase.
Facebook continues to dominate social media use.
Social marketing is fast moving towards emotionally engaging content because strong emotions increase content’s spreadability.
By the end of 2018, we’ll likely see most of the top social media platforms giving users the ability to create and share live video content and discover what’s going on around them.
There's an old saying that a picture paints a thousand words. It's obvious; video will play a vital role in the future of digital marketing. Video will continue to dominate internet traffic with volumes increasing four hundred percent between 2016 and 2020.
By 2019, video will represent over eighty percent of all internet traffic. Put another way; the internet will support three and a half trillion internet video minutes every month by the year 2020, which equals six million years of video per month, or about one million video minutes every second.
Sixty-five percent of businesses are already using video as a marketing tool.
Seventy percent of business managers visit a marketer’s website after viewing a branded video.
The average video retains thirty-nine percent of viewers all the way to the end.
Ninety-three percent of viewers who watch mobile videos share them.
Calculate how much video content you currently use. If you haven’t done enough, expand your production. To make your videos stand out as much as possible, ensure that you’re keeping them in line with your brand strategy.
Increase your SEO by adding video to your website, blogs, landing pages and social media posts. Play with different lengths and subject matter for your videos.
All guns blazing for mobile marketing into 2018 and the future. Google has announced it's mobile-first algorithm is expected to launch in early 2018. Google will index mobile content highly and use it to decide how to rank its results. Any mobile-friendly adjustment done just for mobile users will be a thing of the past.
If you’re currently not up to your neck in digital advertising, now is the time.
Facebook’s advertising revenue in Q2 2017 reached $9.16 billion, up forty-nine percent year-on-year.
Twitter’s ad revenue dropped in early 2017 by nine percent to $549 million as advertisers moved away from the social media platform.
LinkedIn grew its revenue, close to $1 billion ($975 million) in sponsored ad revenue in the first quarter of 2017
Experiment with ads on all the various social media platforms you use, to see which perform better for your brand. Delve deeper into the advanced ad-targeting tools, such as location-based advertising, and these put your ads in front of users at the very moment they’re in your area.
The future developments in inbound marketing are coming at a phenomenal speed. Now is not the time to rely on what has worked in the past. Now is the time to start planning for—and even implementing—the leading trends that will impact digital marketing success in 2018 and beyond.