There are tons of new marketing strategies that have emerged in the digital era, but only a few will stay relevant as time goes on.
In any industry, but especially so in the fast-paced world of tech marketing, it’s important to stay on top of new trends and use them to your advantage. These are just a few digital marketing trends that your company needs to consider before launching its next campaign.
It’s becoming pretty apparent that audiences are becoming more familiar with visual and auditory forms of content. A study by Livestream found that 80 percent of brand audiences would prefer to watch a live video instead of reading a blog post.
Incorporating video into your marketing efforts can be as easy as creating a teaser video to a blog post. We like this example of a teaser video from Seer Interactive.
Live video is an exciting aspect of multimedia content that many tech companies aren’t taking full advantage of. Hosting a Facebook Live event to answer questions from your audience or announce a product launch is a fantastic way to showcase expertise to potential B2B clients and engage with your general audience.
As digital assistants like Siri and Alexa are becoming normalized and our interactions with technology gets more conversational, many companies have made it a point to incorporate website chat and chatbots into their marketing strategies.
Website chatbots can come in a variety of interfaces, but are commonly used to engage in conversation with website visitors to answer some of their easier questions. Once a conversation gets too complex, it moves over to livechat where a support specialist can engage with the client directly.
Marketers have started introducing website chat to their websites to streamline the process of interacting with their audience and potential consumers while also allowing room for customization of user expirience.
Those interactions can be as simple as asking for working hours to an office, or more complex, like having one troubleshoot a software glitch. Using chatbots as a way to personalize your marketing to each individual will change the way you interact with your audience.
Social Media… Stories
Trying to outsmart the Instagram and Facebook algorithms have given companies cold feet when trying to emerge themselves in the world of digital marketing.
A sure-fire way to reach out to your audience is by incorporating social media stories into your online campaign.
A study conducted by BlockParty reports that over 970 million social media accounts who post stories daily, an 842% increase from when stories were introduced in 2016. BlockParty also predicts that over 1 billion accounts will be using stories by the end of 2018.
Posting a story a day makes it easy for your company to stay visible to potential clients.
Personalized Consumer Experience
Personalization has been around for a long time with options like tokens in email and marketing platforms, but it’s time it goes to the next level.
Most marketing automation platforms are building customer personas in order add multiple levels of customization into the same email blast.
However, personalization doesn’t have to be limited to consumer data, it can also be used to customizing your brand.
An example of this approach is provided by HubSpot.
They ran A/B tests in an effort to make their emails more personal and increase engagement. One list received an email from their company, and the other received an email from someone on their marketing team.
The click-through rate for the email from their company was 0.73%. But, the email sent by a real person proved to be more effective when that number jumped to 0.96% and generated 292 more clicks.
HubSpot’s strategy to personalize their email allowed them to find a new way to generate a customer response.
People are becoming less likely to trust the CEO and celebrity endorsements, so the spotlight turns to the average person. Whether employers choose to acknowledge it or not, employees have a voice and they’re not afraid to use it.
At the end of the day, companies are comprised of people just like you and me. They have families, hobbies, goals and feelings—customers know this and want to support businesses that value their employees.
Positive employee advocacy can be as simple as posting a status to Facebook, Twitter or LinkedIn. Here’s an example:
Smart marketers will learn how to use positive employee advocacy to gain the trust of prospective clients.
The world of marketing moves fast, but as marketer in software and tech, you’re expected to move even faster.