We’ll dispense with the usual “we can’t believe the year is nearly over” intro here and delve right into the meat of what you need to know.
How can you make a success of next year?
This year has seen some significant trends come and go, platforms rise and fall and the continual evolution of the customer buying journey.
That excites us as a marketing agency, but we appreciate it might fill you with trepidation when it comes to how on earth you're going to capitalise on the latest digital marketing trends.
With that in mind, here are a few simple, don’t-panic-tips for how to hit the ground running with digital marketing next year.
Think about lead generation
This might sound obvious, but you’d be amazed by how many businesses forget about the importance of lead generation.
It’s easy to get carried away with a video marketing campaign or launch event and neglect the desired end result.
If you’re up for producing more video next year or finally making headway with your Instagram account, how will your efforts translate into leads? Everything you do, marketing-wise, in 2020 should be with a lead generation-first mindset.
Conversational marketing is something of an overused term these days, but it illustrates an important point about modern customers.
In order to create awareness of your brand and build a solid layer of trust with potential customers, you need to dispense with old-fashioned hard sales tactics and talk to them.
This means personalising your email communication and investigating communication techniques such as online chat.
This will impact your search engine optimisation (SEO), too. In order to appear within relevant search results, your website needs to be tuned for voice search (think how often you ask Siri or Alexa for an answer on the web) and local searches.
As you head into the new year, take a look at the tone of your website and consider whether it speaks to your audience or at them.
Use your insights
Most businesses collect significant amounts of data these days but very few use it with any real purpose.
Insight-driven marketing has gone beyond trend status; it will drive business performance in 2020 and any business that fails to look deeply into the data it collects will miss out on countless opportunities to engage with a larger audience.
Your CRM, eCommerce platform and email marketing tools are just some examples of the areas in which you probably already harvest data. That data could be used next year for personalised, targeted marketing campaigns - so start unearthing it, today!
Revisit the GDPR
When the GDPR was introduced last year it prompted every business in the UK to quickly review privacy policies and data collection methods.
But that’s all gone a bit quiet now, hasn’t it?
The start of a new year is an ideal opportunity to review the requirements of the GDPR and see if you’re compliant. Because let’s be honest, you may have rushed things a little in 2018, and there may well be a hole or three in your policies.
2020 should be the year you take control of your marketing strategy and utilise every appropriate channel to its maximum potential.
If you need help strategising or have any questions about emerging digital marketing trends, please do not hesitate to get in touch with the Newedge team.