Digital marketing is an ever evolving industry with new trends, best practices, statistics, and platforms appearing what feels like every day. Figuring out the right strategy for your brand is just as important as executing it. But where do you begin?
If you are feeling overwhelmed with the latest trend reports for 2020, you’re not alone. There is a lot of information out there. If you are looking to improve your marketing strategy for 2020, we are going to cover some of the top trends and tactics that you should seriously consider this year.
While we aren’t saying you should completely abandon your old strategy, instead why not consider incorporating these new tactics for your 2020 marketing strategy? Some you may already be doing (good for you!) some you may be thinking about but have been hesitating on getting started with, and others might not even be on your radar.
Regardless of their status, they should all head to the top of your priority list in order to stay relevant, and therefore successful, in the new year.
1. Optimize content for long tail searches, voice search, and featured snippets
In 2020 people are continuing to search for things in unique ways. Voice search is continuing to rise in popularity, in part due to the rise of smart speakers like Amazon Alexa and Google Home. In fact, around a quarter of US homes now have a smart speaker, and over 60% of people who already use a smart speaker are planning to use it more.
Featured snippets are also rising in popularity and are the preferred method for many for gathering information. You will already find that over 60% of Google searches have a featured snippet result, and that number is only expected to rise.
So, what does this all mean? You need to start optimizing your content for these types of searches! Organic traffic is still a major player and by keeping up with the latest search trends, you can continue to boost your amount of organic traffic.
You will notice with these types of searches that users are using longer, more focused, oftentimes question based search queries. By optimizing your content for these types of queries your content is more likely to be selected as the answer that either a smart speaker will repeat or as the featured snippet for that query.
We recommend using an SEO tool like SEMrush to help you keep up with your keywords. They can also help you find some new keyword opportunities, including keywords that have a featured snippet.
2. Go interactive with your content
The more engaging you can make your content in 2020, the better. Not only will this help your content stand out from everyone else’s, but simply put, people like it more! Research shows that over 90% of people want to see more interactive content online. Give the people what they want!
Instagram Stories is one great way to get involved with more interactive content. Instagram has plenty of features built right into their platform that allows you to quickly get started with this. While we recommend (as always) developing a strategy before diving in, it is great that once you want to get started, you can do so quickly and easily.
Starbucks does a great job engaging their audience via their Instagram Story. The above example is one way they do so- asking their audience what item they wanted to learn in ASL.
Be sure to make use of polls, question stickers, sliders, hashtags, and more. Monitor your Stories analytics to see which types of content performs best with your audience. Your specific audience might engage more with polls vs. questions, for examples. Test out unique things and see what fits best!
3. Get onboard with podcasting
Podcasts have become incredibly popular these days, and in 2020, it is time to start capitalizing on that popularity. While this could mean starting your own podcast, it doesn’t have to. Scheduling appearances on other people’s podcasts is a great way to increase your exposure in 2020.
Over half the US population has listened to a podcast, and as you can see from the above chart, that is a number that has been steadily rising, and is only going to continue to do so.
Similar to blogging, podcasting is great because it works for everyone. No matter your industry, there is a podcast on it. Likely several. Developing your own podcast is something you may wish to consider, but as you build up your audience (or as a way to) we also highly recommend appearing on other, already established podcasts. It’s a great way to get your name and your brand out to a new audience.
People love podcasts because of how accessible they are. You can listen in bed, on your commute to work, exercising, doing chores, just about anywhere! No matter what you are doing, you can put on a podcast and stay up to date on things. This is great news for marketers who are looking for new and exciting ways to engage their audience.
If you are looking for tips on how to find the right podcast to reach out to, or how you should reach out to them, check out this awesome guide.
4. Collaborate with micro-influencers
We’ve talked before about the power of working with influencers. While that is still a true statement, in 2020, it’s time for a bit of a change. Social media is continuing to change, most drastically last year when Instagram decided to start removing like counts from posts. Likes are becoming less important; true engagement is becoming more important.
You might think that the more followers an influencer has, the more engagement they receive. The opposite is actually true. For that reason, 2020 is all about the micro-influencer, who has on average 1,000 followers or less. They see the highest engagement rate (about 7.2% on Instagram). They also tend to be about 6.7 times more cost-effective, so if you are looking on areas where you can save money this year, here’s a great opportunity.
Be sure you partner with the right influencers who have a similar audience to your own in order to ensure your partnership is a success. You don’t want to work with the influencer who has the best engagement rate, you want the one who has great engagement and the right audience who is likely to be interested in your product or service.
5. Smartly utilize web push notifications
Of course, we have to close by discussing web push. For some, this year should be the year you finally get on board with sending web push notifications. For others, your strategy might be in need of a refresh. Notice we said that this year you should smartly utilize web push.
Wondering what that means? In short, your campaigns should be highly targeted and relevant to each of your subscribers. A mix of campaigns that include triggered notifications based on a user’s specific action (such as abandoning their cart) as well as personalized notifications that are based on a group of users (otherwise known as a segment) actions, such as visiting a certain page at your website.
Personalization continues to land on marketing lists because of how important, and effective, it really is. This should trickle into all of your marketing efforts, including your web push campaigns. Did you know that 80% of customers have responded saying they would do business with brands that offer personalized experiences? One way to make that happen is with your web push campaigns.
Be sure to check in with your web push analytics in 2020 to see how you are doing. Test out various campaigns, including running A/B tests, to see what your subscribers respond best to. 2020 should be all about giving your customers what they want, and the way you get there is by checking the data and adapting accordingly.
The beginning of a new year is the perfect time to implement some changes to your marketing and business overall. Hopefully these tactics for your 2020 marketing strategy have got you inspired to try some new things this year.
From updated SEO tactics to go after featured snippets and voice searches, to the rising popularity of engaging social content, podcasts, and micro-influencers, to updating your web push campaigns to smartly engage your subscribers, you’ve got a lot of exciting things to try out this year!
What marketing tactic are you most looking forward to getting started with? Let us know!
If you are new to web push and want to finally give it a try, you can get started for free with Aimtell, or learn more by first reading our Beginner’s Guide.