With the New Year quickly approaching, it is time to take a new look at your inbound marketing strategy. Do you know where your companies marketing dollars should go next year? Do you know what new trends are emerging in social media? Here are 5 important trends you and your company should be aware of before the new year.
1. SEO Best Practices Continue Being Ignored
Trend: SEMRush conducted a study back in July that shows 50% of websites have issues with duplicate content and 45% have missing ALT tabs.
Action: If you choose to ignore SEO best practices, Google will ignore you. Take this time during the holidays to brush up on your SEO best practices. Make sure each of your web pages, landing pages, and social media sites are optimized and working towards your inbound marketing success instead of against it. Google offers a free service, Webmasters Tool which offers features to check and fix most optimization issues. This is just one of many services that can help your company. In addition, check with your web provider, usually you will find an option on your dashboard that allows you to run a check on your entire site or page by page.
2. Mobile Is on The Move…
Trend: If your website, landing pages and CTA’s are not mobile friendly, you are already behind the trend.
Action: If your website is not mobile-friendly, the first thing you need to do is find a template that is. Your website template should be "responsive," to provide the best viewing across all mobile platforms.
The next step in your mobile marketing strategy should be to create an app that will relate to your audience base, add value to your content marketing and help your audience grow and engage.
Keep in mind mobile is ever changing, with the addition of smart gear, there are more ways than ever for your audience to receive relevant content. Is your brand represented on all the platforms your audience is engaging with? Your competitors probably are.
3. Personalized Marketing
Trend: Gone are the days of mass generic mailings and emails. Today, your content must be relevant and personalized.
Action: Direct mail marketing is a great way to achieve this with little effort on your part. Make sure you have a current and clean CRM that includes any categories you might want your list segmented into. There are many direct mail companies that offer email and direct mail automation services. Some even have the ability to segment your lead list adding to the value and convenience of hiring a third party service.
Amazingmail offers a complete program that allows you to customize branded direct mail products, upload your mailing list for easy automated sending and work one on one with a project manager to assure your direct mail materials are uniform, eye-catching and represent your brand.
4. Programmatic Marketing is the way of the future
Trend: Programmatic buying is certainly on the rise. According to EConsultancy’s Programmatic Branding report, 62% of marketers are using programmatic marketing for brand objectives, and are planning to increase this budget by an average of 37% in the next two years.
Action: Here is a great guide from Google that will give you an overview, case studies and help you get started. It’s important to build a programmatic marketing strategy before the New Year so you can include this in your budget and forecasting for 2017.
5. Video increases conversion
Trend: Video in an email leads to 200-300% increase in click through rate. Adding a video to your landing page can increase conversion by 80%. This is platform some businesses are underutilizing.
Action: YouTube has over a billion subscribers and according to Brandchannel, a new brand video is uploaded to YouTube every 18.5 minutes. You do not want to be left out in the marketing cold this winter. It’s time to step up your video marketing efforts. If you haven’t already, create a YouTube account. Start with short 3-5 minute informational videos about your product or service. Make it a 2017 business resolution to incorporate videos in your content marketing strategy. If you want to be a leader in your industry, you have to go where your audience lives.
We hope these trends have helped you consider where to focus your inbound marketing dollars and energy. Have you spotted a trend we should notice before 2017? Tweet and tag @amazingmail, we’d love to share it!