Inbound marketing has good solid basic principles and trends that often vary by user and consumer behavior. Here are some inbound marketing trends you should pay attention to now to stay on top of the game:
1. Mobile site traffic
You’ve probably heard us talk about the importance of mobile optimization for your website and that also extends to any inbound marketing efforts.
Mobile traffic has been creeping up on desktop traffic for years and at nearly 50/50 right now, users viewing your information from your social content, emails you send, ads you develop, your websites and landing pages et cetera on a mobile device will soon surpass those looking from a computer.
In addition to making sure your website is mobile friendly, make sure you know the digital platforms you are using well. Keep in mind how a mobile user may be seeing your marketing efforts. If it’s an email marketing piece, make sure you view and test your emails from a mobile device. Even try multiple mobile devices since there are so many varying screen sizes. Keep in mind, tablet traffic is also considered ‘mobile’ but is not the same experience as a mobile phone.
Keep the same in mind with your social content and keep share-ability on mobile devices in mind. This may mean shortening some of your mobile posts. This also requires even more testing on various mobile devices to see how social content can be easily shared on the same platform, to other social platforms and via email.
2. Content marketing
Content has been king for a while when it comes to inbound marketing, but even more emphasis will be placed on the quality of your content moving forward. For your content marketing plan, always consider the humanizing aspect of it. When you’re writing, consider how you can you really make people connect with your business brand, product or service.
This means those blog factories may seem like good idea from a cost perspective but it will be all fluff and for the wrong reasons. Content is not just for SEO, content is to actually make a connection with your prospects and customers and keep them coming back for more.
Adding a layer of entertainment to your content helps make a connection to your audience as well, so remember to have a sense of humor with your content in addition to being informative.
Also, adding in various types of media such as video, audio, and photos create good connection as well.
3. Increased digital ad targeting
As various digital ad platforms continue to develop their advertising platforms, this will give you more control over your ads and who you target. This is always good news for advertisers so you know your ads are reaching more of the people it needs to.
Most platforms that have digital ads available actively seek out information from their users. This helps them find out more about users demographics, what they want and their online behavior. This is what helps digital ad platforms continue to hone in on what is effective for their audiences and they can incorporate that into their ad platforms. Then you, as an advertiser, can benefit from the narrow targeting options available.
Digital ads can also be more cost effective than traditional advertising methods that many small business owners tend to steer clear of due to cost. Fear not with digital ads! With the right targeting and management you can still take part in advertising without a large budget and make it beneficial for your business.
4. Connection between SEO, Social and Content
For a period of time SEO, online content and social media were stand-alone marketing efforts. As we learn more about how SEO, social platforms and user behavior changes we know that they all work in tandem with each other.
Content and SEO have always been extricably linked. As social and SEO have evolved, social media now contributes to SEO as well. The best online strategies make sure that SEO, social media and content marketing efforts all work together.
This means reviewing the SEO keywords that work well for you, incorporating them into your content plan, and continually updating your social content. Since each are equally important to each other, having all three online marketing efforts work together make your efforts more effective.
5. Data-driven marketing
We’re big fans of using data to help drive the marketing decisions you make. By knowing what works, but more importantly what doesn’t work, you can make smarter decisions about how you use your marketing money and be more effective.
We advise utilizing all the analytics tools you can and continually monitoring what is working for your business and what is not. By doing this you can make adjustments to how you are spending your online marketing budget.
Also, finding a way to tie together your offline and online marketing efforts so you can review the data from offline marketing efforts as well. By doing this and continually reviewing your data, you can also work towards have the exact right combination of online and offline marketing efforts for your business.
If you need help figuring out how to apply these marketing trends to your online marketing, don’t hesitate to get in touch with us.