Wondering which aspects of your online presence you should be focusing on? Members of the TouchStone team provide insight in their comments below.
Personal stories are going to be especially important. Following the intense negativity of the worldwide pandemic, consider using your web content to highlight the positive efforts you’ve made as a company.
Sharing personal stories of overcoming adversity and working toward success after a trying year will be encouraging and may even communicate a sense of leadership to your readers.
Crafting unique content means finding ways to address common or well-discussed topics and brainstorming new ideas relevant to your industry.
Consider the following:
Using social media to answer questions will be essential to leading consumers through the buying cycle and improving their overall experience.
That’s where artificial intelligence (AI) and chat boxes will come into play. AI-powered chat boxes on social media make it easy to respond to consumer queries, so you can deliver a rapid response.
Social media platforms give you greater access to potential consumers. The general population’s attachment to digital devices creates the perfect opportunity for digital marketing.
Social media marketing will continue to be useful for:
Blogs and newsletters are useful but showing rather than telling can go a lot further with visual learners. That’s one of the reasons demand for video is increasing.
During the height of the global lockdown, people were turning to YouTube in even greater numbers for entertainment and instruction. How-to videos for home maintenance, homework help and new hobbies became even more popular.
That increased opportunities for two aspects of digital marketing: video content and ads. The ability to place your ads in front of more people is greater because more eyes are on YouTube videos.
Creating video content can also present important information to your audience in an entertaining way. Over time, we’ll see more businesses embracing video to present information and show their expertise. There will likely be more advertising on YouTube videos, too, as viewership continues to increase.
Since technology is advancing so rapidly, consumers have been trained to always look for the “next big thing.”
Augmented reality delivers an interactive web experience that’s not limited to an app. It provides web users with easy search access to products, services and more. AR also encourages deeper engagement and quick solutions without dependence on a single platform or app. Consumers can visualize products and make buying decisions without having to comb through your site searching for answers.
There will be less focus on reaching out to prospective buyers and more on the customer experience.
Consumers know how to conduct an online search, so unless you have something truly innovative to offer your market, it will be about giving the customer exactly what they need. There will be an emphasis on customer research and understanding what’s driving the decision process.
Some of that knowledge will advance through customer relationship management, but you should also consider reviews and reputation management. Consumers rely more on independent reviews than what brands say about their products or services. Those testimonials, posts and opinions make it simple to find data that either supports or disproves a company’s claim.
I also believe there will be a shift to more traditional media sources but in different ways. For example, it won’t be about TV commercials but YouTube Channel sponsorships. They provide a mass video appeal with targeted content aimed at your customers. You can cater YouTube ads to people who like your specific product, service or area of expertise.
I think the future of digital marketing will see an increased need for search engine optimization. You should have an SEO strategy regardless of the size of your company or target audience. The need for relevant, high-quality content will also be a necessity.
Including a targeted keyword several times on your webpage will only get your SEO so far. If you and your main competitor have the same keyword six times on a certain page, how will Google determine who ranks higher on the search engine results page?
The answer: High-quality content.
Content that increases a webpage’s page authority can include:
Online privacy is an increasing concern, and the tech giants are beginning to respond to the problem. Apple, Facebook, and Google are limiting or adjusting targeting options on their platforms and becoming more transparent with their tracking mechanisms.
We’ll likely see a massive shift in how audience targeting is sourced and presented to advertisers in the future. You’ll need to stay on top of those changes as they come and be ready to pivot to different platforms, targeting options and messaging strategies.
With all those changes, first-person data will become more important than ever. Whether it’s retargeting visitors to websites or leveraging customer data for targeted advertising and email campaigns, you’ll need to be diligent about collecting and organizing as much data as possible from your current and potential clientele since you may not be able to reach them effectively without it in the future.