Marketing is steadily changing. As consumer behavior, search trends, and business goes on a continual ebb and flow, businesses will routinely need to adapt. Why? Organizations that are current are more able to secure conversions, which is the ultimate goal for any business.
Understandably, it can be challenging keeping up with marketing trends. Many business leaders are often far too busy to keep up, and when they fall behind, their company suffers as a result. Being that it’s now 2020, what are you doing to ensure that your marketing campaign is up to date?
If you want to gain some knowledge of the top 2020 marketing trends, then you’ve come to the right place. This guide will help you identify new core strategies and changes to previous fundamentals to put you on the right track.
Why Rely on Marketing Trends?
If a specific marketing strategy has worked for your business so far, why should you make any changes? After all, you’ve spent a lot of money putting a particular strategy into place and it doesn’t make sense to remove this strategy until it suddenly stops being effective, right?
Wrong! Marketing strategies don’t suddenly stop working. Over time, your strategy could become obsolete but that doesn’t mean you’ll all of a sudden stop receiving new customers. Instead, you’ll constantly experience hits to your ROI and marketing budget until you started to notice.
By then, the damage has already been done and your competitors are now two steps ahead of you. Because of this, following marketing trends allows you to:
- Keep up with the current way your prospects conduct research and shop for your products or services and even your competitors.
- Stay current in the significant changes in the marketplace, such as industry news, priorities, and consumer behaviors.
- Make sure you ahead of the curve on knowing exactly who your target audience is and what they need from your business.
- Listen, respond, and execute new changes that can help you save more money and boost your revenue simultaneously.
- Stay relevant in your industry and among your competitors both in the present and future.
As we’ve said, marketing is a constantly changing industry. Changes happen rather frequently, so it’s easy to get sidetracked and left behind in the dust. This is why we’ve listed some of the best marketing trends that are set to take place in 2020.
General Marketing Trends
These trends can be applied to nearly any company, regardless of their niche or size. In addition, these trends will help you to effectively refine leads and increase your conversions. Two popular trends nowadays are inbound marketing and using your customers to generate more business for your company.
1. Inbound marketing still rules
Outbound marketing is still the most widely used marketing campaign. If you’ve ever received a cold call from an unknown company trying to sell you something, then you know this to be true first-hand. Nonetheless, outbound marketing can be disruptive to prospects and ultimately turn them off.
This is because many people don’t like being force-fed a particular product or service. This is where inbound marketing comes in. If you’re like many business leaders or marketing managers, you’re likely thinking “well, how am I supposed to generate leads in bulk?”.
The answer is with inbound marketing. Content is still king in 2020. Therefore, creating valuable and helpful content for your target audience will rank well online. When prospects see your content, they may become interested in what you’re offering and contact you on their own terms.
In 2020, make inbound marketing a key part of your central strategy by developing collateral that will speak to your target audience.
2. Turn Customers into Loyalists
In 2019, marketers were starting to rethink how to structure a sales funnel. Now, the traditional sales funnel is obsolete. Take a look at its replacement.
As you can see, the sales funnel to the right has the customers in the middle. This means that the customers are still utilized even after a transaction has been made. The sales funnel to the left completely disregarded customers once they reached their intended action.
In a world where word-of-mouth is the most powerful marketing tactic, happy and satisfied customers won’t hesitate to refer companies to their friends and relatives if they’ve had a positive experience. This goes back to the importance of inbound marketing.
By continually nurturing customers, your brand can generate meaningful sales opportunities from referrals. Any marketer knows that referrals are highly-refined leads and can lead to a never-ending cycle of sales.
Content Marketing Trends
Again, content is king. That doesn’t appear to be changing any time soon. So, what are businesses doing today to advance their content marketing efforts, rank better online, and achieve more conversions through magnetic content?
The following trends will give you all the answers.
1. Video content is booming
Video marketing isn’t a new idea, but it’s currently effective for younger audiences. 83% of marketers state that video marketing has improved their ROI. Apparently the supply of videos is meeting its demand because more than 50% of consumers said that they expect to see more video content than any other content from brands.
In previous years, creating and editing videos took a lot of time and was costly in the process. Now, there are several cost-effective tools that can streamline the entire process. This low-cost barrier makes it possible for any business to start a video marketing campaign.
2. Use more native advertising
Did you know that consumers are more likely to view traditional ads over banner ads? With so many intrusive ads showing up online, many consumers ignore them and continue on with their search. Native ads are designed to blend in and send a subliminal message to your target audience.
If you want to see a native ad in action, then take a look at BuzzFeed. The popular blog partners with thousands of organizations to promote their content.
As you can see, Google Home is advertising their content on BuzzFeed while looking natural and wholesome to potential consumers. The key to native advertising is to reach out to advertisers that are relevant to your brand without sounding overly promotional or pushy.
Here comes the moment of truth. SEO is arguably the most important tenant of digital marketing. Without ranking well online, your audience won’t be able to find you when they’re ready to convert. With that being said, 61% of marketers said that improving their SEO campaigns was their top priority this year.
Explore these trends to put your SEO campaign in excellent shape to thrive in 2020.
1. Optimize your website for voice search
Here’s an unpopular fact – voice search will soon surpass traditional search in dominance. Millions of people around the world use smart speaks to carry out daily tasks, shop online, and gain the answers to their questions. If you don’t own a smart speaker, then you’ve like called on Google or Siri to ask a question or conduct a search when you didn’t feel like typing in your query into the search bar.
All of this is voice search, and soon it will reign supreme. If you want to reach a new audience through voice search, then your website has to be correctly optimized. The first and most basic step of doing so is by using more specific, long-tail keywords on your site.
People using smart speakers tend to use long keyword phrases. Your website should utilize these phrases to rank better. In addition, your website should also have a FAQ with a comprehensive list of popular questions asked online. Having a FAQ section that’s detailed can increase your chances of generating a rich snippet.
These are where smart speakers derive their answers from when you ask a question.
2. Continue optimizing for mobile search
48% of consumers begin their mobile search on a search engine. Furthermore, the first mobile search position on Google generates a 31.35% click-through rate. This means that securing the top spot in Google’s mobile search rankings gives you roughly a 30% chance of bringing in a lead.
That’s monstrous considering the traffic volume the first spot typically receives on Google. With that said, it’s not enough anymore to ensure that your mobile speed is fast. While this is an important ranking factor, it’s not the only one.
Your website should have a completely responsive design. The only way you can secure a responsive mobile design, without being a developer that is, is by hiring a professional web developer. Venture and Grow is a top web designer in Houston with several years of experience in developing responsive websites on all available platforms.
In the end, marketing is steadily changing every year. It’s important for you to stay ahead of the curve and take in new changes concerning the marketing sector. Not only is this effective towards securing your own bottom line, but it helps keep your marketing team on track with strategies that actually generate results.
There’s no point in spending money on useless tactics of yesteryear. If you desperately need results from your marketing strategy, then give us a call at (713) 575-1718 to speak to a member of our team today!