As this year ends and another year approaches, you should be looking back on what was successful this past year as well as looking ahead at what to expect for the new year. There is already a plethora of information out there with the cutting-edge trends to be ready for in 2018. However, let’s not forget that for the most part, what will work best in 2018 is utilizing the channels you already have in place. Here are some tips and trends to help you identify the best ways to market in 2018 using channels with which you are already familiar.
It started out with whether to have a website or if a Facebook business page could do the trick. Then as websites became a must, it became which kind of website (“brochureware” or a more interactive site?). Now that it’s 2018, it’s absolutely imperative that you have a high-quality, dynamic website for your business.
Before getting into the details of email marketing for 2018, let’s first quickly review why email marketing is still such a strong marketing channel.
Aside from its numerous benefits, email marketing has an advantage over social media because users have a bit more control over things. With social media, users sign on and open themselves up to a barrage of content. They’ve got businesses’ sponsored and regular posts as well as suggested follows showing up amongst the posts of their friends and family.
Your email inbox is similar, but it is your decision whether to open the content. You don’t have to go through every opened email to get to the one you want to see. Also, for the most part, you’ve signed up to receive marketing emails and can easily unsubscribe with the click of a button.
With social media, you’ve got to spend time learning feed preferences for each channel and what specific settings to enable or disable—which change frequently.This type of specificity, as well as the newsfeed style of information consumption, has its own benefits, but there are times when predictable email is preferred. Email stays pretty consistent for the most part. You can almost always rely on scrolling to the bottom of the email to click unsubscribe.Why Email Marketing Still Works
Use an email marketing platform that allows you to organize your contacts and segment them according to their level of engagement with your business (aka their position in your funnel). Segmentation is crucial for targeting specific groups with specific deals. It allows you to cater your emails more effectively and get more engagement and results.
If your list isn’t big enough to segment, you need to focus on growing your list. Check out these calls to action for email signups that you can implement throughout your content marketing channels.
Social media platforms (namely, Facebook) have become all-in-one tools for users. They can stay up to date on their favorite shows and celebrities, chat with friends, play games, keep in touch with family members, research products or services, learn about businesses, locate businesses, and write customer reviews about their experiences.
Need a social media marketing plan? Check out this post on how to create one.
Google may be the most trusted platform for obtaining users, but Facebook is more versatile and, with its multiple facets, may even be more convenient at times. This doesn’t mean that search engine optimization (SEO) isn’t important in 2018. It most certainly is. However, social media optimization is just as important. Social media optimization involves tactics to ensure that your business stands out, gets found, and generates leads on social media.
Ephemeral content comes into play for 2018 because now more than ever, consumers are expecting authenticity, transparency, and immediacy from businesses. Stories aren’t for putting forth your highest quality content, but that’s okay, it gets wiped off the record anyway! Stories give your audience immediate and raw access to your business, helping to build trust and consistent engagement. They also are a form of video, which is huge for 2018.
There are many more important trends that exist in these and other marketing channels that are important to know for 2018. You’re not going to be able to adopt every new tool or change all of your existing strategies for the latest ones, but that’s okay. It’s most important to focus on optimizing your current channels, and leaving enough room to try a few new things.