As 2017 comes to a close it’s time to look to the future to predict what will be the biggest trends in marketing. With only a month left in the year, now is the time to reevaluate your current strategies and start working on new ones to match the technologically focused consumer. Here’s what you should be looking for this coming year.
Death of organic reach on Facebook
In the past, it was easy to see results when marketing on Facebook just by having a page out for people to find. Those days are in the past, as many marketers are reporting decreased organic traffic, leading to slowed growth and decreased conversions from social media to the website. This is due to changing algorithms that make it more difficult for non-sponsored posts to reach into the newsfeeds of consumers, but also because of the steadily increasing presence of businesses on social media.
What to do:
Start investing in a paid Facebook strategy. Over 50 million businesses use Facebook, and most are feeling the effects of the shift from organic to paid reach. Buffer’s Facebook advertising guide is a great resource for those new to the process.
Landing pages
The landing page is often overlooked, but it is one of the fastest and least expensive ways to increase conversions. A website is always a necessity, but a landing page is a focused way to ensure that your customer is seeing exactly what they want or need to see without distractions and multiple calls to action that distract from the main goal.
What to do:
Build focused landing pages for each campaign. Follow these steps for great form optimization. Build more pages for more conversions. This Hubspot article will tell you why this is so important for growth.
Integrated influencer marketing
Influencer marketing has become increasingly important to marketers, and because Instagram is becoming (for many) one of the top social media platforms, the use and understanding of influencer marketing in all verticals is becoming a valuable tool.
What to do:
Prepare for a boost of companies using influencers, especially on social media. Many companies will begin building long-term partnerships with influencers, allowing them to become brand ambassadors. However, be aware of the FTC’s strict rules and regulations about endorsement posts. The key measurements to track this year for influencer marketing are KPI and ROI. Learn the basics of influencer marketing here, and learn how to find the right influencers here.
Personalized content
Personalized content has been having a moment lately, and the moment will continue into the new year. Hubspot reports that personalized content does 42% better than non-personalized content. It is important to understand your audience and to use the new shift towards emotional content to engage with your customers and to increase that “shareability” of your content. Storytelling with creative content will be a big theme this year.
What to do:
Begin with gathering information about your audience, even if it is as basic as their name and email address. Make the content you use to acquire this something relevant that will grab attention and encourage conversions. With the information you gather, you can begin to target your users, and provide them with content that matches their needs and lifestyle. Read more about personalized marketing here.
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