Posted by Marketing & PR on 3 Jan 2020
A recent report by HubSpot found that 63% of business say their biggest marketing challenge is generating traffic and leads. One of the most important ways business owners can position their business ahead of their competitors is to keep up with what is changing in the world of marketing.
Adopting new technologies and tactics can help businesses generate more traffic, create more sales leads and nurture their leads throughout their journey. The changes in technology over the last few years has been significant and businesses that utilise this tech will gain a competitive edge that can help them thrive in 2020 and beyond.
“26% of businesses report that finding the right technology for their needs is a challenge for their business according to HubSpot.”
Ensuring your marketing strategy includes a mix of tried and tested tactics as well as testing new methods can help you determine which tech is best suited to your business. Let’s take a look at some of the marketing trends that will dominate 2020.
Mobile Marketing reported that in 2019 22% of UK households own a voice-controlled smart speaker such as Amazon Echo or Google Home - a figure that is expected to grow year on year. The adoption of smart speakers along with mobile voice search functions, such as Siri and Hey Google, is changing the way consumers search the internet.
According to Google, 20% of all Google searches are now conducted using voice search, this increase in voice search impacts on search engine optimisation (SEO). The wording and structure of search terms differ between typed searches and spoken ones. Which can mean that keywords that previously performed well for traditional searches may not perform so well for voice searches.
The shift in search habits is one every business should consider, as including voice searches as part of your marketing strategy could significantly increase traffic and lead generation.
Interactive content is one of the most effective ways of driving customer engagements. Using questionnaires and choice-driven content not only keeps people on your site for longer, but it also provides valuable insights into their habits and preferences.
Quizzes and polls are great for increasing engagement, but as technology continues to advance so will interactive content. Chatbots, for example, are becoming more prominent as a meaningful tool to drive engagement.
Chatbots can be used as an interactive evolution of FAQs, they generate answers to frequently asked questions and encourage customers to engage with your brand. Given its fun nature, interactive content is also more likely to perform well organically on social media.
The frequency at which consumers now have adverts pushed at them can lead to customer frustration, but by creating more personalised marketing that takes into account an individual’s preferences or past behaviours can increase the results of your advertising efforts.
Through Marketing Automation, you can track visitors to your sites and their habits to help you identify their interests and focus advertising efforts on products that will appeal directly to them, preventing them from becoming bored with your adverts or content.
Personalised ads and content are more likely to lead to sales and can help nurture your customers further along the customer journey. It can be used at all stages of the buyer’s journey from attracting new leads to converting them into sales.
Content has always been king and will continue to reign in 2020 and remain the driving force behind successful marketing. The most impactful content focusses on driving value to your audience while positioning your business as an expert in your field.
Blogs will continue to be one of the most effective ways of driving traffic to your website, blog posts are versatile and can be incorporated into your social media marketing, both paid and organic, and can form the outline for other types of content such as video content or infographics.
The key to great content is ensuring that information is delivered in bite-size nuggets that can be easily consumed and shared, no one wants to read War and Peace when they can find the information they need in a short blog post or a quick video.
Combining automation with the latest key marketing trends is a recipe for success. Want to see SharpSpring in action for yourself? Request your free demo to discover how Marketing Automation can help you improve your digital marketing strategy and help your business thrive in 2020 and beyond.
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