The start of a new year is always a popular time for readjusting strategies and tackling new goals. Make 2017 the best year your company has had yet by crafting a winning approach to your digital marketing efforts.
There are several hot trends that promise to dominate the marketplace in the coming year, from new types of video to fresh visual creations. Get to know what’s hot for the coming months and adjust your digital marketing campaigns to offer a little more of the fresh, fun approaches that customers are loving lately. Consider adopting one, a few, or all of these resolutions for the new year.
Image via Flickr by mark sebastian
Live streaming transformed quickly from a Periscope phenomenon to a Facebook staple. Now, streaming live is one of the best ways to garner interest in your product, service, or event. There’s a certain sense of urgency that you can convey with a live stream. Nissan used live streaming to launch the 2016 Maxima at the New York Auto Show, while General Motors streamed the release of the Chevy Volt EV.
Consumers get the sensation of being part of something special and sharing an important moment with you when you’re live. It can connect you in real time with people across the country or around the globe. Use this exciting tool to offer fun peeks behind the scenes, answer customer questions, or make a special announcement. Resolve to go live as often as you can in the new year.
Use Data Visualization Tools
Big data has been around for several years, but it’s only recently that we’ve really started to analyze and visualize what all that information is telling us. In 2017, you can expect to see data visualization go big with sharp imagery and powerful tools that take complex information and make it instantly understandable.
Make a resolution to become part of the big data visualization trend with digital content of your own. Illustrations, infographics, and video are all eye-catching ways to make a memorable point with the data you’ve gathered.
Offer Interactive Experiences
Personalization is king in 2017. Everyone wants to have a sense that they’re being personally catered to. Give your customers this feeling with interactive digital content. You can make your infographics interactive with features that allow viewers to dive deeper into the areas they’re most interested in without having to slog through those they’re not.
Augmented reality is another way to make your marketing campaigns more personal and interactive. Utilizing an innovative app, you can show off your products in a simulated environment so users can see what your furniture would look like overlaid on a live image of their living room, or visualize your cartoon characters frolicking in their yard. These types of unique experiences help you form a stronger and more personal bond with customers.
Find Your Niche Market
Niche marketing is becoming a necessity in an increasingly crowded marketplace. Make it your goal in 2017 to identify and connect with your own highly targeted audience. You can do amazing things when you identify exactly whom you’re catering to. Working with a small and distinctive audience allows you to produce digital content that’s sharp, quirky, and distinctly outside the box. You can ditch the broad sweeping generalizations and hone in on the slang and terminology that your own personal crowd is familiar with.
Don’t fall into the trap of thinking that your niche needs to be younger to connect with your digital marketing. Grandma and Grandpa have a presence on the internet too, and they’ll appreciate targeted marketing that speaks uniquely to them as much as any audience would. Look at your products and services in a new light and determine exactly who will be buying them.
Condense Your Content
A recent Microsoft survey determined that the average human attention span is now just eight seconds. That doesn’t give you much time to make your point, so you need to develop digital marketing content that’s brief and pointed. While you could once rely on readers to check out your introduction and scan the headings, you’ll now find that many people share on social media without even reading the article.
This means that you need to make your headlines descriptive and punchy, and keep your content as short as possible. Cut the fluff and then cut some more until you’re presenting your point with a bare minimum of wording. Make 2017 the year of bite-sized content so you can connect with customers despite their short attention spans.
Personalize Your Touch
While automated social media tools have made it easier than ever to post, tweet, and share simultaneously, consumers are becoming wise to the trend and skimming past posts that look like boilerplate. To cut through the clutter, you need to offer extreme levels of personalization. Instead of spending time crafting your own tweets, focus on responding to other people’s. Retweet positive comments and reply personally to any mention of your company or product. These types of posts read more authentically and give your business a distinctive personality.
Develop an Evolving Strategy
While a large number of businesses participate in some type of digital marketing, nearly half are operating without a clear marketing strategy. Of those who do have strategies, many are struggling to incorporate one that works enterprise-wide. For 2017, resolve to develop a comprehensive digital marketing strategy that can cross these barriers and help you achieve new levels of success.
The key to creating a solid strategy for your digital marketing is to develop a well-defined goal. Understand whether your main focus is increasing online revenue, getting more followers, generating new leads, or establishing thought leadership. With your goal in place, set benchmarks for measuring the results. Keep in mind that many organic digital marketing strategies can take 12 to 18 months to show significant results. Measure your results accordingly.
Jot down your favorite digital marketing resolutions for 2017 and get started brainstorming your next project. With a fresh approach and the right set of strategies, you can connect with your customers in a whole new way in the coming year.
Mandi Rogier lives and writes in central Indiana. Over 8 years of freelance writing, she’s covered everything from finance and business to culture and crafts. She spends her free time traveling, hiking, and exploring the Midwest with her two sons.
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