Tis the season – to think about almost anything except marketing. Many business owners are occupied with family obligations, social gatherings, and other festivities that December brings.
However, you can’t let that get in the way of your business success. December is not a throwaway month – at least not if you want to be prepared for success in 2020. So grab a glass of eggnog and take some time to think: what’s the future of digital marketing look like for your company?
It might help to think about what trends are coming in digital marketing in 2020. Here are some of the things we expect next year.
Focus on Lifecycle Marketing
Many companies approach marketing using a traditional funnel approach. You try to gain visibility for your brand, then you attract leads, nurture those leads, and hope they become customers. You know that the number of customers is much smaller than the number of people who have heard of your company, but you try to keep conversion rates high at each stage.
However, today people are following very non-linear journeys when they approach your company. Perhaps they come to your website having already done the research they need to make a purchase. Or maybe someone on your email list unsubscribes but comes back a few months later when their need has changed.
Lifecycle marketing encompasses the entire customer journey by offering a unified experience that helps people engage with your company no matter where they are. It doesn’t matter if they were at Step 3 and then went back to Step 1, your website and business has the content they need to keep them moving.
Most importantly, use digital marketing to increase revenue by boosting purchases from existing customers. We all know that repeat purchases are much easier to win than new customers. Be sure your digital marketing strategy reflects that in 2020!
Pay Attention to What You EAT
Search Engine Optimization (SEO) is at the center of many digital marketing plans, and for good reason. Being able to rank well for specific keywords can make or break your website traffic, and with it, your sales.
One of the key things that Google has started to look for when ranking websites is EAT – expertise, authority, and trustworthiness. Google is concerned about ranking content highly that is written by folks that don’t know what they’re talking about – with information that could harm users if followed.
So far, updates related to EAT have targeted primarily medical and financial websites. Obviously, Google doesn’t want answers to medical questions to include websites with faulty or false information, no matter how optimized.
Google’s algorithms look for signs of authorship and the qualifications of the author when ranking websites. If you want your website to EAT well, you need to have a few features to show off your expertise.
Consider the following:
- A detailed About page talking about your company and story
- A clear byline on each article
- A bio that gives information about why the author is qualified
Don’t have an expert to write for you? Hire one! If you work in the medical field, contract with a medically qualified writer to create content for your field. This will boost your ability to be credible and rank well in Google.
Shift to Conversational Marketing
Did you know that over 66 million Americans now own a smart speaker? That means more searches are done by voice than ever before. Not only that, people are using smart speakers to make purchases. If you want a part of that market share, you need to be prepared.
The way to do well with voice search – and other developments like Google’s BERT updates – is to use more conversational keywords. Instead of stiff phrasing like “medical devices CPAP,” include phrases like “where can I find a CPAP”?
Reworking your keywords and phrasing can sound challenging, but it can be done over time. Hopefully, if your content is written naturally and helpfully for human readers already, you won’t have a lot to change.
If you need help looking at your website and evaluating your SEO and how well you incorporate conversational SEO, work with SEO experts who can evaluate your site and give suggestions – or make the changes for you.
Website Security is a Continued Focus
Hackers are happy to take any information they can get, because they can sell it or use it for their own gain. It’s essential to make sure your website is secure if you want anyone to trust your company enough to do business with you.
Beyond that, use current security technology and secure both your own content and any customer data you gather. If you take payments through your website, handling that with secure third-party payment software is crucial.
Make Sure Teams Work Together
While specialization is a key part of making sure everyone is working within their strengths, you also need your company to work together as a whole. You can’t afford to have silos or – if you’re a smaller business – people who don’t communicate.
Your marketing and your IT departments need to be on the same team, without two separate mindsets about how business is run. In order to succeed with digital marketing, you need a cohesive strategy that is executed consistently across the board.
As an owner, it’s up to you to lead the way in communication and consistency in your digital marketing strategy plan. It can be a challenge, but having the right technology – or partners who can help you with your digital marketing – can make all the difference in the world.
Personalization Still Matters
Marketing technology is getting better every day, and that means that more and more companies are able to hyper-personalize their offers. Broad demographics haven’t been effective for years, but niches are getting smaller and smaller.
A lot of this is because people will disengage right away with anything that seems “ad-like”, while personalized, focused information catches the prospect’s attention and causes them to engage. You can’t afford to be general while your competitors are being specific.
Marketing technology is a confusing landscape, and it’s common for business owners to need advice on the best options for them. Working with a trustworthy marketing agency can help you narrow down the choices so that you get exactly what you need.
Work With Digital Marketing Specialists Today
To succeed with digital marketing in 2020, the best strategy we can offer is to work with a marketing agency that is as committed to your success as you are. At Local SEO Search, we have a combined 40 years of experience with online marketing, and we’d love to help.
We’ll work with you to create a unique digital marketing strategy plan that will position you for growth and success in the next year. Are you ready to get started? Contact us for a free 30-minute consultation with our owner and SEO expert, John Vuong. We can’t wait to show you what’s possible!