With 2018 right around the corner, it’s a good time for companies to take a look at their current digital strategies and try out a few New Years resolutions. Recently at Ignite Academy, we have been talking a lot about the importance of building a solid strategy. To get the year off right, we believe a good strategy articulates your business goals, the audience you are trying to reach, and the most cost-effective methods for managing your time and resources.
We also believe that companies should strive to stay ahead of the curve with a toolbox of the latest trends and techniques. As new and improved technologies become available in the industry, make sure you’re on top of your game with tools tailored to your business needs.
Gearing up for 2018, let us present to you our top 18 tips to take your company’s digital strategy to the next level:
CONNECT YOUR BUSINESS OBJECTIVES WITH YOUR DIGITAL MARKETING STRATEGY
According to Forbes Magazine, reviewing your current strategies is an important first step in making improvements to ensure that your business objectives and digital marketing practices are on the same page. In many companies, there is still a divide between traditional and digital departments. Take a look around at what you already have and ask yourself how you can integrate these departments for operational optimization.
INTEGRATE VIDEO INTO THE CUSTOMER JOURNEY
Making it personal is the key here. Trends from 2017 show an increased demand for video personalization, as well as an interest in integrating video marketing into the customer journey. By inserting a well-placed video to illustrate your company’s product, service, or cause, you can create a personalized journey for your customers. It’s a creative way to leave an impact.
INTEGRATE CONTENT MARKETING INTO THE CUSTOMER JOURNEY
Did you know that 70% of people said they’d rather learn about a business through an article than an ad? Good storytelling can humanize your company. Another bonus to consider: content marketing is cheaper than many other forms of marketing (plus it can produce more leads). You can also go to town with creativity here: content marketing can take many forms, from blog posts to videos and infographics.
KEEP YOUR EYE ON THE SEO (STILL)
SEO is not going out of fashion any time soon. The majority of people searching for your company on the web will trust search engines. If you have a presence in the top positions for keywords the user is searching, then you have a much better chance of attracting more attention and trust for your company.
As for utilizing technology: consider a strategy on how to optimize your site’s content to meet Google’s standards for Featured Snippets.
GET ON BOARD WITH LIVE VIDEO
Live video is nothing new, but it’s growing exponentially. Lately, everyone wants a piece of Facebook Live. In fact, 80% of users said they’d rather watch a live video than read a blog post, while according to Facebook, live video gets 3 times more views.
Here are 3 quick tips for getting started with live video:
(1) Use live video at events to give followers a behind-the-scenes look at the event.
(2) Use live video to introduce your followers to your employees.
(3) Advertise an exclusive sale or promotion to anyone who watches your live video.
CONSIDER PAYING ATTENTION TO GENERATION Z
Everyone loves to hate marketing to millennials. But Generation Z can now start taking some of the heat. In 2018, lots of businesses will want to start focusing on Generation Z marketing – the next generation. You might as well get started now, since this generation spans almost 20 years.
CONSIDER HYPER LOCAL MARKETING
The digital landscape is making it easier than ever for local businesses to interact with consumers. Google Posts rolled out to all businesses in 2017. Facebook Local gives consumers a more localized social platform.
Also keep in mind that Local Services Ads make it easier to prove you’re trustworthy. Let’s hope we see more of this local focus in search results and social media in 2018 and beyond, because this gives local businesses the chance to compete with even the biggest brands for consumer attention.
CHECK OUT MACHINE LEARNING FOR ADVERTISING
New platforms like Acquisio and Trapica promise to optimize ad spend through advanced machine-learning algorithms. Marketers simply need to set basic campaign parameters, and the platforms then do the work of identifying ideal audiences and effective creatives.
For example, Acquisio’s High-Frequency Predictive Algorithms learn and decide how to optimize digital marketing results across ad platforms, making optimized bid adjustments within budget 24/7.