As we enter 2020, it’s time to leave behind old marketing strategies and adopt new ones. After all, there is a lot of innovation happening. From AI in customer service to influencers taking over social media, a lot has changed in the last year. Digital marketing campaigns now sprawl across different channels, tools, and processes.
While some strategies might remain partially the same, they will get a facelift in 2020. If you are looking to take your marketing to the next level in 2020, we’ve got some tips for you.
Here are some of the best ways to get more out of your marketing campaigns this year:
1. Create more video content
Videos have transformed the content marketing landscape. They have changed the way brands promote their products and create content. And video content is also becoming more popular. Wondering why?
Because people like watching videos.
In fact, 72% of people said that they would like to watch videos to learn about a product or service.
If you haven’t been using video content, you’re losing out on a lot of opportunities to grow your brand. With the evolution of social media platforms like Instagram, YouTube, and Facebook, the video content game has changed dramatically. Video content is a versatile tool to increase brand awareness and drive engagement.
So, what kind of videos can brands create for promotion?
There are many different options — educational videos, onboarding videos, meet-the-team videos, customer journey videos, event videos, and more.
Looking for inspiration?
Take a look at the Reebok video marketing campaign
They created a video for their #HonourYourDays campaign which shows a woman’s relationship with running in reverse mentioning that the average human life is about 25,915 days.
While it doesn’t directly promote their products, it does highlight the importance of fitness. It’s a great way to spread awareness without being too promotional.
2. Use chatbots to enhance customer experience
With the help of intelligent chatbots, you can also leverage customer data. These virtual assistants are capable of collecting data from customer interactions and giving you insights into how your brand can improve.
For example, if customers are complaining about a specific product, you can dive deep into the issue and understand the problem on a granular level.
Providing a great customer experience can help brands increase lead generation and revenue. What’s more, it can also help you improve your customer experience and lower your customer acquisition cost.
One of the biggest benefits of customer service chatbots is that they are available 24×7 and give quick responses to queries.
Chatbots are also great tools for helping customers keep track of their purchases.
Mastercard’s chatbot on Facebook Messenger
For example, Mastercard’s chatbot on Facebook Messenger allows its users to ask specific questions. On it, a user can ask how much they’ve spent on food or on Uber.
For each user, the answer is personalized based on their bank statement. Users can also send submit questions to ask for more information about a particular product.
Image via Mastercard
3. Focus on personalization
Most content marketers believe that when a prospect customer engages with their brand and makes a purchase, it’s a win.
But what’s next?
A customer journey starts right from when a target customer engages with your brand and it continues through conversion. But it also includes providing customer support and elevating their buyers’ journey to turn them into cheerleaders of your brand.
So, it is essential to reach out to your audience and provide valuable services that are not solely revenue-centric. 76% of consumers believe that it’s easy to switch to a different brand to find an experience that will match their expectations.
So, how can you provide a memorable experience to your customers?
That’s where personalization comes into play. Not only can it improve the customer experience you deliver, but it can also boost your sales.
Providing a personalized experience can significantly impact your relationships with your customers. So, how can you create a more personalized experience for your customers?
Tools like Google Analytics and Cortex can help you get insights into your audience’s behavior. By using that data, you can find out what kind of content your audience is looking for and then optimize your content creation strategy accordingly.
4. Leverage influencer marketing
Influencer marketing has grown to become a whopping five to ten billion-dollar industry. It has helped marketers reach their target audiences, generate brand awareness, get more leads, and boost sales.
Collaborating with social media influencers has become a great way for brands to promote their products and services. When an influencer endorses your brand or reviews your product, it can get you a lot of publicity.
Take a leaf from Daniel Wellington’s digital marketing strategy
To create buzz about their brand, they send their watches to multiple influencers. They encourage those influencers to create posts with the hashtag #DanielWellington to help promote their products.
Another example of great influencer marketing is Subaru’s #MeetAnOwner campaign
In this campaign, the company reached out to influencers from diverse backgrounds. One of the biggest influencers in their campaign was Devin Graham (@devinsupertramp) with over five million YouTube subscribers at the time. He is known for his daredevilry.
By partnering with Devin, Subaru was able to reach out to outdoor adventure junkies. Graham’s sponsored video with Subaru gained around 1.3 million views and 1.1k comments.
5. Automate your email marketing campaigns
About 73% of marketers consider email marketing to be crucial to their company’s success.
But it can be a time-consuming strategy. If you’re short on time, there is a way out – automate your email marketing campaigns. Not only can it help you save a ton of time, but it can also help you create more personalized content.
With this strategy, you can ensure that your content is delivered to your customers at the right times.
For instance, if a customer has abandoned their cart, you can send them a reminder to complete the transaction.
Here’s an example of how American technology company, FiftyThree, notifies their customers about abandoned carts with an appealing message.
Marketers often use these emails to encourage their customers to take another step or get closer to a purchase.
Emails also provide you with an opportunity to upsell your products.
For example, an email that includes a section containing products similar to a user’s previous purchases can trigger their engagement.
Email automation saves the time and efforts that are otherwise invested into following up with each action of a user. It also reduces the potential for errors such as hitting the send button prematurely when the user might not be ready.
6. Build a community
Building a community around your brand will help you improve your brand awareness, drive higher engagement, and organically boost your SEO.
When users create and share content around your brand, you are likely to get noticed by search engines. Brand mentions, post shares, comments, and likes — all of these help your cause.
Further, having a community of followers also helps strengthen your branding.
When you share valuable content that helps your target audience or aligns with their interests, they tend to associate more with your brand and become loyal customers.
Some companies even have brand ambassadors who regularly create content for them in return for benefits such as free products, invites to product launches or other events.
A great example of a community is GoPro, an action camera company that has solidified its position in the market by building a strong community of sports enthusiasts, photographers, and adventurers across the world.
The brand builds personal relationships with their customers while maintaining a focus on its target audience of sports enthusiasts.
Videos, chatbots, influencer marketing, personalization, and more — there is a lot of innovation happening in the digital marketing space. Anyone, from big brands to mom-and-pop stores, can use these strategies to grow their business. What are you waiting for? It’s time to incorporate these strategies into your marketing plan for 2020.
This article was repurposed for Search Engine Watch on 06 March 2020