Katherine W. Morse, December 25, 2019
How will you approach your companies digital marketing in 2020? The closing of a decade and the beginning of a new decade means, for many, a bright new outlook. In a growing business, along with the social community, this can be part of that bright future. Digital marketing includes search engine optimization, SEO, – paid and organic, social media, and website.
Be smart with your marketing budget by defining your goals for campaigns. Do you know your target audience? What are the trends and such of those in your target audience? This comes for social listening and not just from being the speaker. Create an online personality for your social media to interact with your target audience.
Does your company use Google Ads and/or Google My Business? Did you think of claiming your Google My Business page? If not, it is recommended. Google My Business allows one to create posts with call-to-action buttons that track the click-through-rates as well as having the ability to link Google Ads to it. Post company pictures, service location, products or services offered, and videos.
Make sure to link Google Analytics to your website to get the most out of the data and not just from Google Ads data. Google Ads allows the user to post banner ads to the video along with the ads with just words. Utilize the tools in terms of search keywords and phrases to boost the likelihood of your advertisement being shown over someone else’s while using a bidding strategy that does not break the bank. One way to cut cost is to add negative search words or phrases into the Google Ad in order not to show to someone that is not in your target audience.
Stay relevant and current with your target audience. Do not just sell, sell, sell to your consumers. It is a relationship, so have conversations. Be responsive to comments, positive and negative. Do not ignore reviews. Respond to them all. Let those consumers know that you, in fact, do care and want to provide better products, services, and customer service. To improve, we have to hear the negative at times. So, listen, think first without reacting, develop a response that is not criticizing or mean but productive and inviting them to have a conversation over the phone or by email. Keep in mind text and emails can easily be read or mistaken in tone and intention, so be careful when writing anything. Screenshots can be done and shared quickly.
“The traditional digital marketing landscape of paid media, SEO, content marketing, social media, community management, and more are experiencing dramatic developments, and changes as innovations in technology develop (Marketing, Systems & Technology, 2019).” Keep up with the changes in technology, the new mobile apps, and algorithms of the different social media and Google platforms. Not every app or social media platform will be right for your company. Do not just jump on the bandwagon until you do the research to make sure that the majority of your target audience is using whatever is trending or popular.
Do you or your consumers use Siri, Alexa, or Google’s assistant? These types of technology are on the rise and not going away anytime soon. The current thought is that in 2020 it is expected that 50% of all searches will be done by voice (Marketing, Systems & Technology, 2019). This means, at least with Google, claiming Google My Business means that your company will be voice searchable.
Another big trend that is growing is artificial intelligence, AI. “Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades, according to a recent report from PwC. The use of AI will increase global GDP by up to 14% between now and 2030, the equivalent of an additional $15.7 trillion contribution to the world’s economy (Bondade, n/d).” It is a way to communicate to improve the speed of customer service response, especially to frequently asked questions and directing consumers to the information faster than them finding it on their own or simply giving up.
Social media is not going away. It will continue to grow and evolve. Sites that offer apps may change depending on the demographics that use them or not be as popular but remain relevant or disappear altogether. Marketing your company online and keeping up with the consumers takes time and manpower. It is okay to hire extra help to kick off a campaign or take over your social media management and content if you are a small business. The research, data, development, and management can be a lot. Do not just market to market online. Your company could be wasting dollars on a tight budget that does not bring a return on investment, ROI.
Bondade, N. (n/d). Economic Value of Artificial Intelligence, It’s Growth and Impact. Techgrabyte. https://techgrabyte.com/economic-value-artificial-intelligence-growth-impact/?fbclid=IwAR2rJDGCm3JzpPx5_Njn189kjmKlE-ph_skZdbKGl3EoRBR4zLMGQOeLTQE
Marketing, Systems & Technology. (2019). The Future of Digital Marketing. Get Smarter. https://www.getsmarter.com/blog/market-trends/the-future-of-digital-marketing/