Top 3 Trends to Add to Your Marketing Strategy in 2019
appy 2019! With one month into this year, we know you are planning for upcoming marketing campaigns. There are specific things that you should keep in mind when preparing for this fresh start. We know you want to get as many eyes on your campaigns as possible. There’s always a need to identify where we can improve and how to continue to connect to our target audiences. We’re bringing it back to basics – have a great marketing strategy ready so you can GROW in 2019!
Connect with your audience
Influencer marketing has become a marketing tactic, particularly in the areas of social media marketing that is widely being implemented and becoming the norm. Brands and companies will have influential people in their industry represent their brand or marketing campaign. We are able to see the variety of ways a brand can promote their products or services through partnerships with these influencers. Look to bands, to social media influencers, and most notably, celebrities.
According to Business Insider, “Influencers tend to have higher user engagement than content generated by brands. The average influencer engagement rate across industry verticals is 5.7%.” Whereas, the average engagement rate for brands on Instagram hovers around 2-3%. Influencers typically engage more with their audience in an informal and personal way. They may share their daily lives and have a connection with their audience that is different from a relationship with a brand. Influencer’s audiences are concerned with the influencer’s life. They put their trust in what products and brands they use because they are connected to the person, and not a company.
Think about this from your own perspective. When you want advice on a new purchase, who do you go to? We typically ask our friends and inner circle for their recommendations for restaurants, products and brands. With technology being consistently at our fingertips, this has shifted from not only trusting our inner circle, but also including the people that we follow on our social media platforms as falling into that category. If we follow along their daily lives, we feel connected and trusting of them.
Using influencer marketing can target key audiences for your brand. A notable industry that uses influencer marketing is makeup and cosmetics. They partner with influencers who typically have audiences directly in their demographics. These may be popular YouTubers, such as James Charles, who recently collaborated with Morphe on his Dare to Create Palette. These social media giants garner millions of views, consistent engagement and sometimes even a cult-like following. Their audiences are drawn to the products and brands that they recommend. Often a partnership is beneficial for the brand’s exposure, but also the influencer as they receive products to work with.
An important insight into influencer marketing is working collaboratively with the influencer. Typically, influencers want the freedom to speak about the product or brand authentically, to ensure a positive connection with their audience. Be sure to balance the relationship that the influencer has with their audience, while maintaining your brand identity. Adding influencer marketing to your marketing strategy can be a new way for you to get more exposure during your next marketing campaign.
Get your metrics in order
We often focus on the metaphorical meat-and-potatoes of our marketing strategy and campaigns, but what comes after? Once you’ve gone through the process, you want to show your successes and identify areas where you can improve. Bringing it back to basics. Listen to your metrics and results is a surefire way to create a more tailored marketing strategy. At the same time, these metrics show credibility in your marketing strategy which could be particularly important to your superiors.
One of the first essential steps in this process is to find data metrics that are significant to you and your company. Sit down and sincerely evaluate what is important for your to measure. Seriously, cut out all the fluff that you’ve got in there. It will be more effective if you pick key metrics that are significant to your campaign. As opposed to simply pulling every metric possible and trying to make sense of it all. If your goal is to build your reputation, put out content that supports your business goals. This is in hopes of compelling potential clients or customers to stick with you. During this campaign, we could use metrics like new and unique users to your website, returning webpage viewers and views or impressions. As you proceed with your campaign, be sure to adjust as necessary. Making changes regularly will help you optimize your strategy.
Metric-based decision making is hardly new in this industry. Sometimes we can lose sight of it when we’re focused on building great stories, capturing leads or creating materials to support our campaigns. Remember that without having appropriate data, you will not be able to measure the success of your campaign or focus on what can be improved on going forward.
Build a network of resources
Consider adding elements that can allow you to build a network of resources for your customer. Doing this can allow your customer to remain within your ecosystem online. It can also give them more insight into relevant information that you recommend or stand back.
SEOPressor talks about inbound marketing as a way that we can create this environment for our customers. They say inbound marketing focuses on “strategies that pull audiences in instead of going out to get prospects’ attention.” We often see this when customers are browsing a certain category of products. Then as marketers we target our advertisements to them based on their searching criteria. Think of those oddly specific suggestions that come up on your Facebook feed. Sometimes advertisements are so spot-on that toasters are popping up on your feed just as you researched a new one!
A modern example of inbound marketing is through the usage of backlinking. Through your blog posts, if you are able to connect to other similarly-minded websites, link a relevant post of theirs within your blog. Doing this is beneficial in the areas of search engine optimization (SEO), but also through inbound marketing. Using this tactic ensures that the reader of your blog stays within the community they are interested in. Instead of you trying to get new users to your blog through a broader marketing campaign, use inbound marketing. In this scenario it ensures that the reader is already interested in the topic.
Keeping a reader or customer within the same community creates a better connection with them. They now know that when they want to find information on a certain topic, you are a trusted resource. Not only do you get the reader consuming your content, but they are able to stay within the same topics through the links that are provided within your content. This is a positive experience for your customer, as well as benefiting your community with engagement.
With 2019 already being underway, make sure that you consider these important elements to add to your marketing strategy. While planning a marketing strategy may seem overwhelming at first, take a step back and take a simpler approach. We know these areas aren’t necessarily revolutionary, but it’s important to think back to these important basics to continue to GROW this year!