As we look ahead to 2020, should you focus on the red hot area of marketing automation? What about pouring money into SEO optimization? Or what about optimizing content for voice searches? With all these options, it can be hard to figure out what’s fluff and what’s likely to move the needle.
Luckily, we’ve identified the top 3 digital marketing trends of 2020 worth noting – in our opinion. Let’s dig deeper so you can face the new year with bright eyes – after the champagne wears off – and have a marketing plan that is on-trend and most importantly on point.
Conversation is king
The good news for people like me (writers) is that good content is still the cornerstone of strategic digital marketing and content marketing. And, experts believe this won’t be changing anytime soon. Most insiders predict content – and specifically content marketing – will continue to make the most significant commercial impact throughout 2020 and beyond. (Source: Smart Insights). But, where change is coming is how content is delivered. Of course, blogs, emails, social media, websites, newsletters, etc. are still critical, but analysts predict an up-tick of using content in conjunction with chatbots and other AI-powered channels. Almost any business that has a website can benefit from employing simple chatbots to answer the most common questions from visitors and to move the customer along the buyer’s journey. To get there, talk with account managers and customer support to learn the most common questions and challenges customers face. Then, develop clear, concise answers that will resonate with customers.
Optimizing content for voice
The other part of the digital marketing ‘conversation’ conversation is to realize that people don’t search the same way on a mobile device as they do on laptops or PCs. This is an important factor, considering 50% of searches will be done by voice by 2020, thanks to voice-activated assistants like Siri, Google Home, and Alexa. (Source: Search Engine Journal). Instead of typing in relevant keywords, when utilizing voice searches people tend to use more conversational and natural language – some call voice searches ‘long-tail queries.’ So when writing web page content try to anticipate questions that users will ask and incorporate these longer and more specific conversational keywords into your content.
Create multiple web pages and blog posts that address questions consumers might ask, via voice searches, to improve your chances that voice searches will find this information and that it will appear in the search results. Do you sell a UCaaS platform to SMBs? Try creating web pages and content to address common questions users might ask using a voice search:
- ‘How do the integrations between UCaaS and CRM systems improve productivity?
- ‘How long does a typical UCaaS implementation take?’
- ‘What are the top features of UCaaS for 2020?’
- ‘Who’s the top UCaaS provider in my area [Insert region]?’
- ‘What questions do people usually ask potential UCaaS partners’
- ‘How do I find the best UCaaS partner for my business?’
Emphasize authenticity and connection
This trend covers a lot of ground and hits to the heart of what content marketing is all about. Content marketing strives to enhance communication and engagement across all touchpoints on a customer’s path to purchase – from customer engagement and conversion to retention. Targeted and integrated messages sent using a full range of marketing communication channels – social media, newsletters, blogs, videos, events, infographics, and more – give businesses the best chance at meeting marketing goals. But to work, these channels must also include content and materials that provide value. Providing personalized content will always deliver much more value, compared to sales talk that makes the company the hero. So besides ‘traditional’ content pieces, what else qualifies as being authentic and building a connection? Video and live video content. People want to watch more videos from the brands they love. (Source: Hubspot).
The best video content tells a company’s story or provides information that’s useful to prospects. Need inspiration for videos? Don’t get too complicated and start with webinars, Q&A sessions, product demos, or interviews with experts. Video content can then be repurposed in other digital marketing materials to get more value from it as well. Or feature User Generated Content (UGC) by inviting followers to develop videos featuring how they’re using your technology, for instance. Need some cost-conscious ways to publish your content? YouTube, Vimeo, Facebook, Instagram, LinkedIn, and your website are all good options.
Preparation is everything
Before we break out the party hats and champagne for the New Year, take a moment to prepare and focus on what your marketing plan looks like for 2020. Start by engaging customers in a conversational way and by providing content that’s valuable – instead of being sales oriented. If you want help capturing your customers’ attention and building connections that ultimately bring higher profitability, talk to Carve Digital! Your future looks bright, and we’d love the opportunity to be part of it!