3 Digital Marketing Trends for 2019
Have you ever been annoyed that online marketing keeps changing?
Just when you’ve completed your website, or found just the right keywords for your Adwords campaign—something changes and you have to adjust. (Case-in-point: Adwords is no longer ‘Adwords’. Google rebranded it to ‘Google Ads’ earlier this year.)
You might be tempted to cover your ears, close your eyes and sing ‘Yankee Doodle Dandy’ in order to keep from having to use the mental bandwidth it takes to process how you’re going to implement these new trends. But be assured that the benefits you’ll reap from staying on top of it will be great. You’ll increase connection with your customers and gain visibility for your brand. These things ultimately lead to more sales your business or engagement from your organization’s community.
I’ve rounded up the most talked about digital marketing trends for 2019 with the hope that it will help you on your journey to stay in touch with the people who matter most to your business or organization.
Trend #1 - Personalization
This trend is fueled by advancements in AI's ability to serve personalized experiences for each person online. However, there are several practical and simple ways that small businesses and organizations can also boost their personalization efforts.
1. Make use of a good Customer Relationship Management (CRM) software.
CRM’s help you keep track of your customer data, but it’s more than just an address book of contact information. This system will help you serve marketing that’s based on an individual’s personal buying history, interests, or even some personal details such as birthdays—and more. This tool will offer you countless ways to personalize your marketing messages.
2. Create personalized and/or targeted email marketing campaigns.
One simple way that you can personalize an email marketing campaign is by using your customer’s name rather than a generic greeting or company name. Most email marketing platforms make this easy to do. More advanced methods include email list segmentation, dynamic email content, and automated email sequences. If these last terms sound like greek to you, don’t worry— a simple “Hello _first-name_” will go a long way! Simply do what you can.
How are you personalizing your marketing messages this year?
Trend #2 - Location-Based Marketing
As a local business or organization, you're necessarily aware of the importance of Location-Based Marketing - i.e., getting your marketing efforts in front of the right people in your local area.
The great news is that since this is trending— Google, Facebook and the other big companies that we depend on for getting found by our potential customers are focusing this effort. This year will bring us easier ways to connect with our potential customers with familiar tools for small business like, Google My Business, Google Ads, Facebook Ads, and more!
Target people with Google and Facebook Ads based on hyper-specific demographics.
Online Advertising is becoming more and more sophisticated. It’s possible to target potential customers who are located within a certain location, who have recently visited your website, who have opened a recent email from you, and more! You can even drill down and target people who make a certain income or work in a particular field. The available data is astounding.
Trend #3 - Voice Search
According to comscore.com, 50% of all searches will be voice searches by 2020!
One of the biggest reasons that people are using voice search is for local information (that's us!), so it’s important to keep this trend on your radar screen. A few ways that you can help your business or organization show up in voice searches is by...
1.) Making sure you claim your Google My Business listing and polish it well!
Google My Business information is one of the foremost data sources that is used to generated search results for searches with local intent. So taking care of your Google My Business listing is important. In your description, use words that local people would use to search for a business like yours. The bottomline for your Google My Business listing is to check-in regularly with it to make sure all the information is correct and always look for new features that you might be able to make use of.
2.) Keep a conversational tone when writing content for your website.
An F.A.Q. section is a great way to accomplish this! Compile a list of questions that you’re regularly asked by your customers and try to use the wording that they typically use. While you may be able to word these questions with the correct technical jargon for your industry, stick with the words that they commonly use. This will help you to match their search questions to your website.
With this brief look into what’s trending in digital marketing in 2019, I hope you’ll have gained a sense of orientation instead of feeling lost in a sea of information.
If you’d like to implement any of these items this year, I'm here to help. Don’t hesitate to get in touch with me so that we can get your digital marketing efforts working for you.