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Small businesses must adjust their marketing efforts based on changes in the landscape. On topics ranging from consumer content consumption to search engine algorithms, 2018 is bringing new trends.
For small business owners and marketing leaders looking to adjust marketing strategies in 2018, here are five items to consider:
Focus on Diversified Content
While written content is still relevant, it's not the only crucial element in the content game. Now more than ever, marketers are putting their money into a diverse lineup of different kinds of content.
Since consumers want to see, feel and explore product/services online before buying, marketers are expanding the content they offer. They’re branching out into alternatives like:
Go Live
Numerous marketing authorities have touted the benefits video has to offer for the last several years. In fact, Cisco’s Visual Networking Index projects that video will comprise 80% of web traffic by 2019. But traditional video isn't the only tool to use.
Rather, live video is a compelling alternative to traditional video content. In fact, one survey found that 42% of online viewers would like to see even more live videos. On Facebook, people spendthree times more time watching live videos than videos that are no longer live.
If your business has never before considered live video, 2018 could be the time to start. The use of live video is now available in more places than ever including Facebook, Twitter, Instagram and YouTube. Not sure where to start? Check out Selective’s guide to using Facebook Live for your small business.
Take Up a Cause
Cause marketing, which is marketing designed with a charitable or beneficial cause in mind, has seen an uptick in use by big and small brands alike. Particularly important to the socially conscious millennial generation, using goodwill to leverage sales is becoming a must-have element in doing business. One survey even found that 87% of consumers would switch to another brand due to associations (or lack thereof) with a charitable cause.
From corporate sponsorships for fundraising events to sponsoring a local sports team, there are ways to link your products and services to a cause. Social media can also be a tool to help promote your efforts. For instance, you can use social media to solicit donations, advertise partnerships and build a positive reputation among your target demographic.
Brand Company Culture
As the rise in cause marketing implies, consumers now care about a lot more than just the products and services a company makes available. In today's info-centric world, what a business stands for and how it functions have become equally important.
In a survey of senior business professionals, 95% agreed that company culture affects consumer purchase decisions. This essentially means that the way your business operates can be a big influence on brand loyalty, causing customers to either align with you or seek out your competition.
There are quite a few ways to tell the outside world about your company culture, from creating content that targets keywords that identify key principles to live videos inside your office. Empowering your employees to serve as brand ambassadors is among the most impactful. By allowing your team members to speak for your company and stand up for what you represent, it's possible to create a believable narrative that motivates an investment in your brand.
Stay Flexible
No matter what the experts project about the next generation of marketing trends, leave room to shift course. As search engine algorithms and user habits change over the course of 12 months, so do the ways in which companies market. Consider leaving a little room for experimentation and error in the budget.
Ready to transform your marketing strategies? Check out Selective's tips, tools and resources to help grow your business.
For small business owners and marketing leaders looking to adjust marketing strategies in 2018, here are five items to consider:
Focus on Diversified Content
While written content is still relevant, it's not the only crucial element in the content game. Now more than ever, marketers are putting their money into a diverse lineup of different kinds of content.
Since consumers want to see, feel and explore product/services online before buying, marketers are expanding the content they offer. They’re branching out into alternatives like:
- Video
- White papers
- Visual content
- Infographics
- Audio content
Go Live
Numerous marketing authorities have touted the benefits video has to offer for the last several years. In fact, Cisco’s Visual Networking Index projects that video will comprise 80% of web traffic by 2019. But traditional video isn't the only tool to use.
Rather, live video is a compelling alternative to traditional video content. In fact, one survey found that 42% of online viewers would like to see even more live videos. On Facebook, people spendthree times more time watching live videos than videos that are no longer live.
If your business has never before considered live video, 2018 could be the time to start. The use of live video is now available in more places than ever including Facebook, Twitter, Instagram and YouTube. Not sure where to start? Check out Selective’s guide to using Facebook Live for your small business.
Take Up a Cause
Cause marketing, which is marketing designed with a charitable or beneficial cause in mind, has seen an uptick in use by big and small brands alike. Particularly important to the socially conscious millennial generation, using goodwill to leverage sales is becoming a must-have element in doing business. One survey even found that 87% of consumers would switch to another brand due to associations (or lack thereof) with a charitable cause.
From corporate sponsorships for fundraising events to sponsoring a local sports team, there are ways to link your products and services to a cause. Social media can also be a tool to help promote your efforts. For instance, you can use social media to solicit donations, advertise partnerships and build a positive reputation among your target demographic.
Brand Company Culture
As the rise in cause marketing implies, consumers now care about a lot more than just the products and services a company makes available. In today's info-centric world, what a business stands for and how it functions have become equally important.
In a survey of senior business professionals, 95% agreed that company culture affects consumer purchase decisions. This essentially means that the way your business operates can be a big influence on brand loyalty, causing customers to either align with you or seek out your competition.
There are quite a few ways to tell the outside world about your company culture, from creating content that targets keywords that identify key principles to live videos inside your office. Empowering your employees to serve as brand ambassadors is among the most impactful. By allowing your team members to speak for your company and stand up for what you represent, it's possible to create a believable narrative that motivates an investment in your brand.
Stay Flexible
No matter what the experts project about the next generation of marketing trends, leave room to shift course. As search engine algorithms and user habits change over the course of 12 months, so do the ways in which companies market. Consider leaving a little room for experimentation and error in the budget.
Ready to transform your marketing strategies? Check out Selective's tips, tools and resources to help grow your business.
