1. Take advantage of Facebook advertising trends in 2018 and beyond
You can not count on an organic Facebook strategy to drive traffic or conversions on your site. Now is the time to stop thinking that a wave of new likes or follows on the platform equals reach and growth (Zuckerberg). If your company has been using social media for a few years, you may have noticed a hard dip in traffic stemming from those sources. The Facebook of the past had a simpler algorithm, moreover there were simply fewer businesses using the platform. While hundreds of likes meant you were showing up in many news feeds in years past, hundreds of likes today mean that people saw your business Facebook page at least once and decided to like it.
There is a way to fight the decline in Facebook’s organic reach to maximize the visibility of your content. Instead of crafting a Facebook strategy around organic reach, craft a plan around paid advertisement. It seems overwhelming to figure out how to set up a new campaign, who to target, and what budget to set. But the truth is, the Facebook platform collects thousands of data points about each of its users that you don’t have to accumulate and analyze yourself. Facebook ads give you a great opportunity to precise audiences, and you don’t have to spend a lot to do so. The ability to control your reach and spend with each Facebook ad you make, you can ensure that you’re only talking to people who are most interested in what you’re offering.
By looking to the above trends your business can find greater successes in reaching your ideal prospects to grow in 2018. Make sure you combine your Facebook strategy with the following digital marketing practices for maximum gains.
2. Get to know your best friend – Marketing Automation
When we say “automation,” we don’t mean you should leave your business to the robots and expect it to succeed. You still need human touches that are simply enhanced by smart automation, like:
- Make your emails feel personal
- Keep in touch with your customer
- Give your sales leads a personal journey
According to Adobe, “…there will be around 29 billion connected devices by 2022, all of them sending and receiving massive amounts of data. No human team could possibly analyze even a fraction of that data.” (Adobe)
Marketing automation undoubtedly better informs your overall strategy by collecting, organizing, and analyzing all of those insights, but it shouldn’t take over your business. When you use a marketing automation platform, you’re able to keep a thumb on the pulse of what your customers are doing.
3. Turn your Prospects into Customers with your landing page
Nearly one-third of B2B companies don’t use landing pages. More than any other pages on your website, it is your most important one that should be converting your potential leads.
A website’s landing pages are your company’s best chance at quickly grabbing the attention of online users and converting them into customers. Many marketers don’t use a focused landing page with each campaign, most don’t keep up-to-date their pages, and most are creating distraction including multiple calls to action. In fact, it’s not that uncommon to hear the questions, “What’s the difference between a landing page and my website, anyways? Do I really need both?”
In conclusion, landing pages are focused on one thing only – conversions. If you want someone to check you out, send them to your website. If you want someone to buy your product, sign up for your newsletter, or convert in any other way, send them to a landing page.
4. Spice Up your digital marketing with Videos
Nothing on social media is as eye-catching as good video content. Whether you are marketing on Facebook, YouTube, Instagram or Twitter, it looks like social video engagement is going to be through the roof in 2018. Long-form text-heavy content isn’t winning many fans these days, so making your landing page into a veritable textbook will likely turn people away. If you are still not convinced, this social media statistics should prove why video is worth your attention:
On the one side these features break up thousand words of copy about your product or service into nice well-shaped pieces, on the other side they also add context to what you’re trying to sell. Adding an image of the product, a short video, or animated GIFs make it easier for the customer to understand what your product will help them achieve.
Make 2018 the Best Year for Your Business (and You)
Giving your business a breath of fresh air in the year ahead not only means growth for your company, but it also means you can live your best life. These four tips will rejuvenate tired marketing strategies and help ensure 2018 is your company’s best year yet.
- Predicts 2014: Seizing the Digital Business Advantage by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toi, December 11, 2013
- The one thing you must get right when building a brand, Patrick Barwise and Sean Meehan, December, 2010
- With the right campaigns, high tech reaches even higher. http://www.adobe.com/experience-cloud/articles/with-the-right-campaigns-high-tech-reaches-even-higher.html
- Mark Zuckerberg Facebook Page. https://www.facebook.com/zuck/posts/10104413015393571