Posted on December 17, 2018 by David Yovich
The turkey has been devoured, many of us have holiday decorations hung, and our personal lives are filled with parties, shopping, and everything else that makes up the hectic holiday season. Simultaneously, for many of us operating on the calendar year, the fourth quarter is about to end. Which means we’re all rushing around trying to close deals, finish out projects, or simply keep our heads above water, since work weeks have been disrupted by personal travel, short work weeks, and vacation. It seems nearly every year we tell ourselves that we will make sure our marketing plan for the following year is not a last minute decision, but rather a well planned endeavour which starts sometime in the beginning of third quarter and subsequently approved by the beginning of the fourth. But despite our best intentions, every year it seems our planning efforts turn into a last-minute ordeal. If you’re anything like me, you have a million different responsibilities and sometimes it’s just much more expedient to replicate the previous year’s plan with a few tweaks. If this describes you, then read on. We compiled a list of 5 essential marketing elements to tweak or add to your 2019 marketing strategy.
I doubt this is news. For the last five or more years content marketing has been the buzz phrase swirling around, and for good reason. A good content marketing strategy is deployed in several different platforms. It can positively affect SEO, Brand/Company recognition, and dramatically increase the time through the sales funnel. Your content marketing strategy should:
In 2018 Google changed its search index to mobile-first. Which means that if your website is not responsively built (click here for meaning), then your number one priority in 2019 is to recode/redesign your site to a responsive platform, preferably HTML5. The majority of companies have already updated their websites, so now what? Depending upon your age, you have witnessed the evolution of the internet. From a time when not every company even had a website to the present, where new code is being deployed every 5 years, making it a necessity for website redesigns. Websites have become more than a simple checklist item every few years. Websites have evolved into an organic organism that needs watered. They are no longer just a billboard that is built and forgotten. When was the last time you changed content focus on your homepage? Do you have a blog section? Do you update your news/events section monthly? There are hundreds of little tweaks that can be made to your site on a regular basis that can have a positive result. Websites that are consistently changing and evolving with new/updated content:
Creative campaigns are more than just clever visuals and witty headlines. Effective campaigns take every aspect and approach it creatively. By doing so, it cuts through the noise and speaks directly to the market. It can be as simple as being creative about the campaign delivery system. Maybe instead of placing a full page ad in a trade magazine, it’s a ⅓ page ad that tells ⅓ the story with a note to watch the mailbox. Then a direct mailer is sent re-emphasizing and finishing up the messaging. When developing or considering a creative campaign be sure to:
Video continues to be on a rapidly upward trend. In fact by 2020, 82% of all consumer internet traffic will be video. Google reports that 70% of B2B buyers use video to help make the decision to purchase at some point throughout the sales cycle. Additionally, YouTube is the 2nd most utilized search engine behind Google, and videos can and should always be tagged with keywords. If you haven’t yet developed your video content plan, now is the time.
Every market has them, and in nearly every market or industry segment, who the influencers are has drastically changed. For example, no longer are the editors of big consumer magazines the gatekeepers to information, reviews, brands and companies. Bloggers, and armies of them with consistent followers now exist, are always looking to review products. No matter your market, ask yourself who are the influencers, who are the micro-influencers and be active in reaching out? Identifying and engaging influencers: