3 Marketing Trends You Should Know (In 2018)
Last week I had the pleasure of attending the Digital Marketing Summit here in Salt Lake City. Experts and influencers from all over the country delivered their latest research and insights on the state of digital marketing. Some were old hat, while others surprised me a bit.
Yet, I was excited to get a little more clarity on where things are at now, where they're going, and what I can do right this minute to get things moving faster and headed in the right direction.
Although I was up to my eyeballs with all the new research and stats, I identified three trends I believe are important for any business who is working hard to grow and compete in the online marketplace.
1. A blog helps businesses receive 55 percent more traffic and 80 percent more leads.
I get asked this all the time. Do I really need a blog on my site? It depends on what your business goals are and what type of business you're in. If you want to increase high-quality traffic to your site and nurture your leads and customers, having a blog can be a really good tactic. But, if you own a string of snow cone stands, for example, and traditional marketing and word-of-mouth are working really well for you, then spending money on a blog probably isn't the best way to go.
Actionable Tip: Use your blog to answer questions your customers are asking on Google. I like using answerthepublic.com to find question keywords. It's a pretty nifty tool and saves me hours in trying to come up with an engaging topic to write about.
2. Long-form content with an average 1,890 word count gets ranked higher on Google.
Long-form content that is timely and relevant to its audience, and well-written, generally accumulates more high quality backlinks and shares than short-form content. And, the more people you have linking to your site, the higher you'll be positioned on Google, where more consumers looking for businesses like yours will find you.
Actionable Tip: Types of long-form that perform well include articles, ebooks, and guides. Neil Patel has a cheat sheet of examples you can use, or you can check out this article from Kissmetrics, "Why You Should Create Long-Form Content (And How to Do It)."
3. The average consumer has 28 interactions with a brand before making a purchase.
This was news to me! I've been preaching the 6 to 8 touches, and now there's 28!? Actually, this makes a lot of sense. Consumers don't buy like they used to. They're less impulsive and prefer to take their time researching and finding the right product or service, which means businesses have to work extra hard to keep their brand top of mind while their prospects decide where to buy.
Actionable Tip: You don't have to spend a lot of money to make a big splash with every customer touch, but you do need to make them meaningful and memorable. Touches can be delivered through many different formats, channels, and mediums.
Whatever delivery method, message, or type of content you choose, make sure each one counts. Follow the ARM-E method.
- Appropriate: They are spoken or written in the cultural tone of your audience.
- Relevant: They are delivered and communicate at the right place and right time.
- Meaningful: They are useful and speak to the specific need or desire of your audience.
- Endearing: They create an emotional and memorable connection through delight, surprise, desire, empathy, or love.
I could have actually written a "long-form" version of this article that covered fifty new trends, but thought it best to give you the top three that are most important for you to consider implementing now. Strike while the iron is hot, right!?