What digital marketing trends will help your business grow most in 2019
I’ve got the list and we’re starting right now if you want to transform your website into a customer or lead generation machine. I’ll show you all my best digital marketing tactics and secrets to get there fast! Let’s dive right in:
I want to tell you all about what’s working for businesses like yours right now and how to get more customers so you can build the business you want so first up, I’m gonna start with something very controversial and that is the decline of Facebook ads and the rise of YouTube ads.
YouTube ads is on the rise!
Now, am I saying that Facebook ads are going away anytime soon? Absolutely not-what I’m saying is they’re getting more and more expensive and it’s getting harder for smaller businesses to compete so a lot of these small businesses are going toward YouTube…which is a great opportunity because it actually gives you a better chance of your ad being both seen and heard. Most Facebook ads start with the sound turned off. Did you know that most people never turn that sound on? Within YouTube if you can get people to pay attention within that first five seconds where they can’t skip they’re much more likely to watch much more of your ad than they would on Facebook.
Think about it- people are on YouTube to watch videos and people are on Facebook more to just kind of mindlessly scroll past their feeds. I’ve gotten people to watch a four minute video for about two cents of view and the cool thing about how YouTube charges for your ads is if they watch anything less than 30 seconds you’re not charged at all.
On Facebook, however, you’re likely to pay much more their ads are just more expensive and the way they count view is if they watch it for three seconds. Not only that but thanks that whole Cambridge Analytica fiasco that happened earlier this year, they’ve taken away a lot of the more powerful targeting options that we used to be able to use to get in front of our clients. YouTube ads actually come with one really cool targeting feature:
You know Google owns YouTube so you can actually target people who have been actively researching things related to what you offer.
And for anyone out there who thinks that sounds creepy in any way, I just want to make it clear that in the case of Facebook or YouTube they’re not actually giving you the information of these people that are doing these searches all they’re doing is putting your ad in front of people who they know fit that criteria. With YouTube ads you can still target things like; age, gender, geography, State City even zip codes. If you want to know more about how much you can expect to pay for YouTube advertising and all the cool targeting options you have, this following article by SurfSide PPC is most helpful.
Content clusters in Google searches
Next up we have content clusters so if you want your website to do better in Google searches in 2019, this is a trend you’ll definitely want to start exploring.
So Google’s been moving further and further toward rewarding sites that they think cover a particular topic the best.
Create a cluster of pages that talk about different specific areas around your niche and link them all to each other. I’ll explain that so- what is the overall topic your brand is all about ‘How To Monetise Your Blog,’ now imagine you have a really strong pillar piece of content all about that topic it could be your home page. If it’s really in-depth or it could be a really comprehensive article about your overall topic that’s your pillar content.
Now imagine you have multiple cluster pages that go into specific details on different aspects surrounding that topic of monetising your blog if you’re giving helpful content, maybe you have one about finding a blog niche maybe you have one about Google Adsense. You’d get as many of those cluster pages as possible and they would all link back to your pillar page and your pillar page would link back out to the clusters. This way, when one page performs well the entire cluster system gets a boost as well. Topic clusters basically signal to Google that you’re a true expert in your topic and you’re much more likely to get a top spot because of it.
Next we have message simplification; I want you to think about your website and any marketing efforts you’re currently doing… are these three things immediately clear when people see it?
What you offer, how it helps your customers and what they have to do to take the next step forward?
Having a simple message has always worked best but it’s becoming a much more emerging trend because businesses are becoming much more savvy to that fact. Small businesses are finally finding all that information online- exactly how to distill all that information down to the most important parts is key. If your website is a confusing warehouse of information or it goes into all these details about how you founded your company in the basement of a derelict warehouse… you’re definitely gonna need to refocus that messaging down on to exactly what matters and only what your customers need to know in order to make a decision. Take them to that next step. Once they start hearing or reading any kind of information that doesn’t help them with the problem they’re experiencing right now and how you can help them you’ve already lost them.
Live chat and Chat Bots
Our next trend is live chat and chat BOTS so this has been on the rise for the past few years but it’s on this list because most small businesses are just now starting to take advantage of this trend.
Thanks to so many free and affordable plans available online now these bots can do anything ranging from answering FAQ’s to scheduling appointments to making recommendations. But for most small businesses out there the best use of a chat bot is this simply use the chat bot to greet visitors and ask them how you can help. You can either build in pre-programmed responses to those frequently asked questions or you can direct people to different areas of the site based on what they ask. What I would recommend is having a real human member of your team take over the conversation so basically you’re using automation to get that ball rolling but then you’re giving the human touch to anyone who actually asks a question appreciate the authenticity. They’re much more likely to engage with you and your business using a chat feature than any other method.
Alright moving right along- our next trend is voice search. So I don’t know if you know this but 20% of all mobile searches are done using people’s voices and with more and more people getting used to that technology, and especially with all those new smart speakers we have like Alexa or Google home- that number is only rising every year.
I bet your competition is not taking advantage of this yet so I really think 2019 is your year to get in front of the ball and really dominate in those voice searches. This can be for people who are actively ready to buy, example, show hair salons near me. Or, for a more content-based question that you can use to get more customers for instance if you’re a hair salon- Alexa how do I get hair extensions then it shows them a video of you showing them how to add hair extensions. A lot of them will probably just say- this guy looks like he knows what he’s doing I’m just gonna hire him to do my hair extensions.
So how do you optimize your site for voice search? There’s a lot of things you can do: you can actually work things out, ask questions that people might ask maybe in an FAQ section for instance and then thoroughly answer it. Probably the best thing to do if you want to show up in those near me searches is really just make sure your Google my business profile is filled out as completely and correctly as possible. That way Google knows exactly where you are and then if anyone is near you searching, you will be the one that shows up for them. If you want to know how to fill that out properly the right way the first time, watch this video:
I want to know which of these trends do you see as your biggest opportunity for digital marketing in 2019. You also can contact Alvomedia for a custom digital marketing strategy.