As digital trends evolve, marketers must stay aware of the changes in order to easily adapt to emerging technologies that help develop business, generate leads, improve the relationship with existing customers, and gain competitive advantage.
With that in mind, take a look at the top 5 digital marketing trends for 2019 you want to know to succeed.
- Video marketing keeps growing
- Email marketing gets even more personal
- Content marketing focuses on engagement
- Influencer marketing grows rapidly
- Facebook popularity increases
Video marketing keeps growing
In 2019, internet video content will reach 80 percent of consumer internet traffic in the USA according to Cisco research. By 2020 live video is expected to make up 13% of all video traffic on the internet. The interactivity of video gives a great opportunity for brands to engage with their audience and, at the same time, shortens the distance in communication between a brand and its followers. Of course, it can be risky due to its technical complexities and the ad-hoc issues that may arise. But even some noise on the background won’t alienate your followers.
There are many ways how to apply video for your business in 2019:
Tip 1. Make video versions of your written content
If you’ve created a couple of successful articles in your blog, it’s the perfect time to repurpose the content and prepare videos for them. You can place a link to the video within your article and promote it. This way you will:
- attract users who prefer video content
- provide more detailed information on the topic in an expert article for the people who found it through the video
Tip 2. Do interviews
Interview your customers to gather feedback concerning your product and ask the experts in the field to discuss the hot topics of the industry in video format.
Tip 3. Show how your product is created
Customers typically see only the finished version of your product. Allow them to get inside the production process and live stream from start to finish what goes into the making of the product.
Email marketing gets even more personal
The key change in email campaigns relates to growth in the personalization trend. Consumers are more interested in personalization than ever. 90% of US customers look for content personalization.
According to another study by JanRain and Harris Interactive, 48% of consumers spend more when their experience is personalized, and 74% of consumers get frustrated when content has nothing to do with them.
They require special attention from your side, differentiating your brand from others. This means that email marketing campaigns should become as personalized as possible. Follow these tips to bring higher engagement from your emails.
Tip 1. Different emails for each customer segment
According to Marketing Dive’s latest study, “Personalized emails increase open rates by 50%.” You should differentiate between your customers and segment the messages they get. Split your list into different audiences and only send the content, which is relevant to each list. Creating a few buyer personas should make this task easier.
Tip 2. Relevant and informative content
Relevant content is informative and should present facts and details about the product or service you provide. Give the customers enough information to appeal to their desires and make your expectations clear. Include a call-to-action with your email, like clicking on a link to your website. This will help the customers to interact with your email and you to analyze the email’s effectiveness.
Content marketing focuses on engagement
In 2019, 84% of US companies with at least 100 employees will utilize digital content marketing strategies. And according to new data from CMI and MarketingProfs both content creation and content marketing budgets are on the rise this year.
The top 3 types of content used by B2B marketers in the last 12 months are long-form content (in-depth articles, guides), video snippets, and social media stories.
Source: Content Marketing Institute
Following these trends, companies should mark new ways of their content to stand out among the ever-increasing competition. Investigate these tips to bring your audience’s content engagement to the top in 2019.
Tip 1. Repurpose content to videos
As you remember the popularity of video content is growing, hence look for ways to enhance other types of your content such as blogs and social media posts with videos to increase engagement.
Tip 2. Try podcasting
Podcasting is increasing in popularity and if your target audience includes higher-income families, consider including podcasting in your content marketing strategy. According to a recent study, 40% of Americans listen to podcasts and 45% of them have an annual household income over $75,000. Such type of content is convenient for busy people who don’t have time to watch videos or read blog posts. They listen to podcasts on their way to work, during the morning run or while doing some household work.
Tip 3. Don’t forget about SEO
SEO continues to be a priority in 2019 and you should definitely optimize your content to see it on the first pages of Google search. In 2019, it’s not enough to focus only on keywords. You have to plan your content around topic clusters. A topic cluster is a collection of content that supports the central post’s theme, with cluster pieces all connected to the central theme. It means that you have to create one in-depth guide or article on the topic and then create additional small articles that support subtopics and all have links to one central article.
Tip 4. Create valuable content
Remember that you should create content that meets your audience’s needs and help them solve their problems. 55% of business professionals say a great story captures their focus and keeps them engaged with the content.
Unique content has to include analytics related to your target audience, your product, and your specific industry. Combine highly-engaging stories with real data and don’t forget to check your statistics. It’s never a good idea to include misleading data in your posts.
Influencer marketing grows rapidly
Influencer marketing is a type of marketing that uses powerful, mainstream, influential people on social networks, forums, blogs, and messengers to promote brands, their products, services, and content. The goal of each business should be to use as many influencers as possible: studies show that every $1 spent on influencer marketing brings a return of $6.5.
Influencer marketing market is expected to grow up to $10 billion in 2020, having been worth only 2 billion in 2017. Research shows that ROI from digital influencers marketing campaigns is 11 times higher compared to traditional ads.
Instagram is the most popular social channel for influencers – 87.1% of them named it the #1 platform to use and 60% believed it is the most engaging platform for their content.
Source: Influencer Marketing Hub
Depending on your product, or niche, you can use this channel to involve influencers or use other channels like influencers’ websites and blogs or reach their audience through other channels and platforms like Facebook, Twitter, LinkedIn, YouTube, etc.
You can generally identify three types of influencers (check this infographic for more details):
- Mega-influencers – actors, artists and social media stars who have 1M+ followers and drive 2-5% engagement per post. Their influence comes from their celebrity.
- Macro-influencers – bloggers and journalists who have 10,000-1M followers and 5-10% engagement per post. They have powerful category-specific influence in their niche, be it fashion, lifestyle or business.
- Micro-influencers – simple consumers and employees with 500-10,000 followers who drive 25-50% engagement per post. They have the highest brand relevance and their influence comes from their unique expertise in the niche they represent.
Remember that the best way to use influencer marketing is to follow the 1-9-90 rule — 1% of people on the Internet create original content, 9% modify this content and adapt it for the 90% of users who consume it.
Mega-influencers and macro-influencers compose the 1% (creators), whereas micro-influencers are the 9% who transfer their content to your customers. Consequently, the best way to promote your brand is to contact micro-influencers in your niche, because they will bring the best engagement to your product or service.
To make your influencer marketing strategy effective for your target audience try to use these types of collaborations:
Type 1. Sponsored social media campaign
Partner with influencers for social media posts. In this form of collaboration, the influencers create and post content to promote your brand on their social media accounts. You have to make a brief for the post, including content guidelines and campaign objectives for the influencer to know what you expect.
Type 2. Guest blogging
Identify a set of influencers who own blogs or websites with an audience in your niche. Ask them if they accept submissions from guest authors on their websites. If they agree, create a smart piece of content for them. This content should be informative and bring value to your target audience. It should include a link to your site, but should not be too promotional.
Facebook popularity increases
Facebook is still the #1 social platform in the United States. The social media giant has both beaten revenue expectations and increased user growth in 2018.
Source: Facebook Q4 2018 Results
At the same time, 2018 represented a crisis of trust for social networks and 60% of users now claim they do not believe social media. However, that doesn’t change the importance of Facebook as a marketing channel.
In G2 Crowd’s latest 2019 State of Social Media Marketing Report, nearly 60% of marketers are reported to be taking advantage of Facebook Messenger, which turned out to be its most popular feature.
Source: G2 Crowd
On the other hand, Facebook Live is surprisingly unpopular among marketers, with only 34% percent of surveyed professionals claiming they use it. This goes against the hype around live streaming we’ve been seeing in the last year.
According to that very same research by G2 Crowd, Facebook Groups could be the underdog of 2019 despite only 24.1% of respondents saying they use them. This number is expected to grow in the aftermath of Facebook’s claims that posts from family and friends will now be prioritized, and Facebook Groups could become the perfect way to build a close active community of customers.
One way or the other, the fact is that it’s still important for a business to have a Facebook page which will generate trust for the brand. So to address this trend, follow these important tips:
Tip 1. Create a Facebook Group to build a community
In 2019, you can not only have a Facebook Business Page, but you can also create a Facebook Group to support it. The Business Page can present general information and a Group can address niche interests and work with your brand ambassadors.
Tip 2. Run monthly Q&A sessions
To maintain customer trust it is important to communicate with them often. The best way to do this is to address their problems, answer their questions, and communicate in real time. You can even organize regular Q&A sessions on your Facebook Page, and, of course, keep answering questions and comments under your posts.
Tip 3. Use Facebook stories
TechCrunch states that 150M users engage with Facebook Stories daily. To use this trend you have to create specific content for stories. The Guardian has found that the less refined live Stories perform better than the edited one.
Try to create live-action videos and display them in your Facebook Stories. Of course, it works best in combination with storytelling, text, and images, meaning you should stay creative and use various types of content on your Facebook Page.
Tip 4. Understand and target the right audience
Knowing your audience is key to high engagement and trust. Each of your posts has to target a specific group based on interests, jobs, previous interactions with your brand. Of course, you have to focus on the posts’ quality and high conversion rates, following up on how they perform.
Use proper monitoring and analytics to adapt and change your content strategy following the audience preferences. Use this social media analytics tools comparison to choose the one most suitable for your business needs (сlick to explore the infographic). Remember that your perfect tool should have a trial period to test its effectiveness, moderate price as not to waste your marketing budget, and clear insights on every post where your brand succeeds.
Balance your approach between trends and be creative
Adjusting to trends is essential for any business trying to compete in the current market. However, balancing between trends is also important because once a trend becomes popular it frequently changes its direction or disappears from the market completely because of oversaturation. Marketers should prepare for trends to vanish and adjust through the course of the year.
When planning your digital marketing campaigns for the year, remember to ask yourself: Will this content remain valuable if the current trends change? What will happen to my marketing if that happens? Try to stay several steps ahead of the market and continue to build your marketing base on a solid foundation of quality content focused on your target audiences.