Do Your Marketing Right in 2020

Marketing is an ever-changing field and the methods that work aren’t usually long term. Are you having a hard time navigating the latest trends and finding efficient ways to optimize your content? Don’t worry because most people struggle with the exact same thing. Here are 10 up-to-date tips for online marketing.

Keyword Research

Why keyword research? Because it affects SEO in every way. Beginning with choices of content topics and ending with outreach, keyword research is really the KEY to much more than just searches on Google. It gives you insights into what your potential customers look for and the words they use. 

Once you know what keyword research means and why it’s important, how do you get started when it comes to using it? There are many different tools that can help you. Some of them are the Google classics - Google Trends or Google Ads' Keyword Planner or if you’d like to try something new, take a look at Ubersuggest.

Prioritize Your Target Audience

Getting your message to people is crucial, but is there a right or wrong way to do it? Certainly. Maybe you’re not using the right information that your audience needs in order to understand your product or service well enough. Maybe the way you’re trying to reach your viewers and visitors doesn’t resonate with them. 

Whatever you choose to do to promote yourself on social media and other marketing channels, don’t forget who you’re targeting. You should never try to please everyone at the expense of losing your target audience’s attention. Focus on the needs and preferences of your audience. Look at your business from their point of view in order to analyze the best way to build marketing plans for this particular (target) audience. 

Become a Storyteller

The storytelling we’re talking about here doesn’t mean writing fairy tales. I mean that you should build a story around your product or service. Every product you launch shouldn’t be just a bare release. There’s work behind it, goals you’re aiming to reach with it and ways it should improve people's lives…all of these aspects are important and you should work with them. 

Try to attach them somehow to your posts, make sure to include it in the message you’re getting out with your product. Making the message likable and memorable is one good step to reaching the right people.

Stand Out from Everyone Else

This may sound obvious but it’s quite difficult sometimes to understand your own distinctiveness. We all have it in ourselves and you should know what makes (or could make) your content different from the millions of other online posts produced daily. 

Do you have an unusual point-of-view? Can you make your designs stand out from every other design out there? What makes it remarkable? Think of your strengths but also your weaknesses and turn them into advantages. Luckily, newer marketing tactics and platforms are more focused on authenticity than perfection. 

The Skyscraper Technique 

The Skyscraper Technique was created by Brian Dean from Backlinko. It’s a method for turning content into high quality backlinks and boosting the traffic to your sites. This technique consists of 3 steps: 1. Finding link-worthy content, 2. Creating something better and lastly, 3. Sharing what you’ve written. 

Long story short - You should find content and headings that are so good that people can’t not click on them. Use this content and make it better than it is. Extend it, give it a new design and add something that comes from your own creativity. Then reach out to people who have already linked out to similar content. If you want to learn more you can find Brian Dean’s Skyscraper Method Case Study here

Chatbots

Using chatbots to answer your customers’ questions is just one way to make use of them. With the right setup, a chatbot can power your marketing so much that you never miss a lead. Simply put, chatbot marketing is the practice of using bots to engage with your customers. Besides answering support messages, you can use chatbots to start conversations with website visitors, qualify leads, and even get new customers. Your chatbot can be programmed to any behavior you need and completely personalized for every user it communicates with. 

Of course, it is important to know something about the expected content of conversations before you deploy a chatbot to make it fully prepared, e.g., frequently asked questions. But be sure to let the user know that there is a human ready to answer an unexpected set of questions.

(Note: You can use the already mentioned chatbots in social commerce too!)

Social Commerce

We say that social commerce is the place where the line between social media and e-commerce gets thinner and thinner. Retail is being reshaped by social media. Social commerce encourages people to connect with a business through two-way communication. 

Thanks to this, customers can engage with your business and also use social media as an efficient customer service channel to help them solve problems. Social media platforms are now the place of a more personalized and targeted shopping experience for customers. Social commerce channels include:

  • Reviews and ratings
  • Deal sites and deal aggregators
  • Social shopping markets
  • Social storefronts

Invest in Paid Social

It’s true that having organic traffic coming to your sites is better than being dependent on paid ads. Still, paid social is a big thing and it can’t really be forgotten or overlooked. Most businesses on Facebook, Instagram, YouTube, LinkedIn and other social media sites use paid ads to get visible

The quality and depth of targeting on social media has never been as good as it is today and embracing paid services of social media platforms gives you more options and allows you to try new ways to promote and get seen. It is also important to keep in mind that the organic reach is decreasing. This is caused by search engines preferring paid results over SEO. That said, even if your content is brilliant and impeccable, you are going to struggle to reach people unless you choose to invest.

Customer-centric approach

Customer-centric marketing is a strategy that focuses on the individual customer in terms of marketing design and delivery. There is no “average” customer. Customers have different behaviors and preferences and because now we have the proper tools available, we should move past a “one-size-fits-all” marketing approach. 

Customer centricity gives us the power to target the right customer with the right channel and right message – at the right time. This approach can also help you to create a brand-new strategy that will bring long-term value to your business: acquiring high-value customers, and keeping them coming back.

Call-To-Action Buttons

Call-to-action (or CTA) buttons are used to provoke the action you want your visitors to take and to convert them into leads or customers. You can use these tools in your website or your landing pages. It should be a button that makes the user want to click on it, but that doesn’t mean it must be the most eye-catching neon colored button with a slogan in all CAPS. 

There are many various possibilities of what to put onto the CTA button and each can be used in different cases. They should be visible and stand out from other content on the page, however, their design should be consistent. Some examples of the phrases you could use with your CTAs include: Sign up. / Subscribe. / Join us. / Learn more. 

Key Takeaways

  • Do the keyword research.
  • Target the right audience.
  • Tell a story.
  • Be original.
  • Focus on the customer.
  • Chatbots can do the hard work for you.
  • Paid social is worth it.

The trends keep changing and evolving. There will always be the necessity to keep your marketing up-to-date. However, once you feel comfortable using the current tools and methods, you can learn from the process and then the evolution of online marketing trends won't seem so complicated or difficult to keep up with. 👍

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.