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blog › 5 online marketing trends for 2016

Regardless of what marketing strategies you might have planned for 2016, digital marketing is the perfect environment for any sort of business or industry.

In simple terms, digital marketing is any type of product or service promotion that is using one or more areas of the online environment, and its importance stands in the plain fact that customers can have access to desired information at any time and in any place.

In fact, because of the constant growth of the online environment, digital marketing is now a key element for any successful business. So, if you plan on making your business stand out, here are some online marketing trends to help you do just that.

Out with the old, in with the new!

 1: Video marketing

With 1 billion users, YouTube is now the 2nd largest search engine. Furthermore, a report done by Forrester Research states that using video is the easiest way to achieve good page ranking on Google. And with less competition here, only 9% of US small businesses use YouTube, we find this trend to be the go-to place for companies that want to success big.

Why video marketing works? Simple human biology: our brains process images a lot faster than text. Statistics show that by simply including “video” in a subject line; you’ll increase the open rates by 13%. Conclusion? A catchy video can translate into increased marketing results.

 Tips for video marketing:

– Don’t omit the human element. Videos are all about emotional connection and forming relationships.

– There is no need for big investments. The mobile technology works hand in hand with video, due to their easy to use cameras and multitude of editing apps. If you don’t want complicated visual effects, you can opt for a low-cost in-house video. These types of videos are more personal and speak directly to your audience.

Video marketing is a fun, easy and resourceful way to boost your conversation rates, drive traffic, increase social shares and promote the message you want. And if you don’t believe us, 73% of marketers that tried video marketing for their companies, say it has positively impacted their overall marketing results.

2: Content marketing

Content marketing is about connecting with your customers, by offering personalized, relevant and valuable free content, suited to answer their needs and expectations.  It is about getting relevant traffic to your website and social media channels.

According to a report from Content Marketing Institute, only 30% of B2B marketers are effectively using content marketing, and about 44% of them know and understand how to measure content marketing success. By comparison, 75% of B2C marketers use content marketing and only 38% of them consider their content marketing strategy to be effective.

Remember that creating great content marketing isn’t enough without sharing and promoting it. Your content marketing should be consistent with your values and core messages, valuable and relevant for your customers.
This will definitely gain you more clients. It will invariably attract the right customer and repel the one’s you do not want in your business.

Interesting Content Marketing Facts:

– Blogging increases your website’s organic search traffic by 55% and thus more leads are generated;
– Email is still the most powerful tool of communication;
– Customer testimonials appear to be very effective for content marketing rating.
– Around 27M pieces of content are being shared every day. This being said is no wonder that content marketing is a key element in the online marketing landscape.

 Tips for creating a better content marketing strategy:

– Spend more time understanding your audiences expectations than trying to craft all sorts of content that won’t properly work for your business;

– Engagement starts with clear, measurable objectives like building an audience, increase leads and page views, boosting your sales or encouraging your audience to take action.

– Define what “engaging” means for your customers. Have a clear idea of what is and isn’t working for your customers so you can become their main source of information.

When lost you can always follow a specialist’ advice: “Create moments of inspiration to send your consumers on a journey…When you harness emotion you inspire people to act.” Andrew Davis from Author Brandscaping.
And if nothing seems to work, have a documented strategy and stick with it as closely as possible.

3: Mobile marketing

The increased usage of smartphones, tablets, and other mobile devices changed the way customers engage with brands and thus transforming mobile marketing into a top priority for many online companies.

Because mobile marketing is just a part of your overall online strategy, make sure you define your specific target audience first. This includes knowing what their mobile habits are and how much time they actually spend on mobile devices. Also, you should understand why you want to include mobile marketing in your overall strategy and what you expect to get by developing and implementing this kind of strategy.

Some interesting facts about mobile behavior:

– Approximately 65% of online users open their email on a mobile device;

– From the total web searches done 48% come from mobile sessions;

– 56% of B2B buyers use their smartphone to check their vendor’s content.

In order to make the best out of your mobile marketing, like with any other type of marketing strategy, start by setting up a clear list of your goals, continue testing different approaches and optimize as you go.

Smartphones are becoming more and more used for online payments, in fact, according to eMarketer smartphones that are using mobile wallets will increase by 20% this year only. Maybe this is something to consider when setting up your mobile strategy.

4: Social media marketing

Gaining your traffic through social media channels is what we call social media marketing. Easy, huh? Well, not quite. We can say that from our experience social media can be amongst the most overwhelming part of building an online presence.

If you want to effectively connect with potential customers through social media, it is critical that you understand the channel you intend to use, how it works, and most importantly what you can do on that channel.

Let’s take for example Facebook. Though many of your customers and clients use Facebook they mainly use it to connect with friends and family, and not necessarily to make a purchase. That being the case you need to understand your client’s motives and you will want to utilize marketing that conforms to the social media platform. Our advice: use Facebook for building relationships and for generating leads rather than trying to use it for sales purpose.

To keep you on the right track here are some tips you can actually use with your social media marketing strategy:

– Building a strategy: Plan your strategy by setting up clear goals and expectations.

– When it comes to social media, content makes the difference. Make sure you engage your followers by posting sharable content. Images, videos, and infographics are among the most used content pieces for boosting content sharing.

– Listen to people. The best part of social media is the direct interaction with your customers. You have the chance to find out what’s important to them, so don’t waste it by talking too much and listening too little.

– Add some value to your social media conversation. Don’t forget you are there to establish relationships with your customers, as in the end they are your most powerful marketing tool. Nothing beats word of mouth.

– Be available to answer your audience questions. It is the best way to show the amazing customer support your company has to offer.

If your competition uses a certain social media channel it doesn’t necessary mean you should be there, but it’s something to consider. People need to see and reach you, in order to pick your products or services.

5: Pay per click marketing

Search engine advertising is one of the most common forms of PPC. Basically, companies pay a fee each time someone clicks their ads.

The advantage of using a PPC campaign is that Google rewards advertisers that have the highest bid and the highest-quality of the ads. In other words, Google compensates performance. Throughout their search, people that use search engines reveal their intent, and so advertisers are able to measure exactly the quality of the traffic received.

Things you should be careful with when doing a PPC campaign:

– PPC campaign can be quite costly so it is always best to send paid traffic to a landing Page where you will have an opportunity to capture the client’s information. Sending your potential client to a page that doesn’t capture their information is like throwing away money. You will want to capture all prospect information as you can later market to them over and over again.

– Send traffic to your website: People engage with paid ads if they are highly relevant to what they were looking for. But asking a client to look over your whole website just to find that specific information will only create frustration thus negative results.

In conclusion: The better the advertising the better the results. When creating a PPC campaign you need to be very careful how you set it up, otherwise, it will be a loss of your money and resources.

There are lots of online trends out there. Be sure to choose the ones fitted for your business and offers the best return on your investment.

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