What will dominate marketing in 2017?
The digital world is accelerating like never before. Here are some things we think you should take note of.
If we could see into the future, marketing would be so much easier. We could tell you what your customers want - and how they want it. But we don't know. Things are changing fast and the digital world is becoming increasingly complex.
Even though we don't know what's coming, we can learn from the experiences of 2016 and listen to the predictions for 2017. That's what we've done - and gathered what we think is relevant for you:
1. Combine the channels
There are companies that have their own people working on their website, their own people working on SEO and their own people working on Facebook. And they may not work together. This quickly creates chaos for readers. What's on Facebook can't be found on the website and vice versa. Keywords can be found in some places, but not others.
They must think in terms of alignment. What is communicated must be in line with brand promises and values. Divergent signals will be counterproductive. Recognition, on the other hand, is a good thing and will increase the effect of marketing, and it's also smart - and economical - to reuse content.
In Squarespace, it's quick to publish content that you can share in different channels - either automatically or manually. Feel free to focus your content on different channels with different target groups, but keep the message the same.
2. Video, video, video!
There's no doubt what the experts say: video is the new thing. According to Hubspot, video content will account for 74 percent of all web traffic in 2017 and landing pages with a short video will increase conversions by up to 80 percent.
YouTube is the world's second largest search engine and the fastest growing video-sharing platform in the world. Facebook Live is growing at a record pace and Instagram has launched the possibility of 60-second videos.
It shows that users like videos - short videos. Keep it simple, film a snippet and publish. Feel free to use your mobile. A film clip often makes the content easier to understand - you have to say what you want to say in a short space of time, you are forced to be more specific and you take less time away from the reader.
Just remember that almost 80 percent watch videos with the sound off, so feel free to add subtitles or titles. If you want help, contact us at Gasta.
3. Analyze what you do
The biggest challenge in marketing is to measure the effect of what you do. Do more likes give you more customers? Do you get more assignments because of a newsletter? It's not easy, but it's essential to find out. As Hubspot says: "in the Future, data - not opinion - will inform marketers every step of the way".
That means you should have a system that gives you an overview, or get help. Observe, test and measure the effect. It doesn't have to be more advanced than a spreadsheet where you fill in measurable numbers and update them regularly, like this. Feel free to ask us for help. The only good way to revise a digital marketing strategy is to draw up new plans based on insights from your own analysis.
4. If you don't do it already: Bet on social media!
Already in 2013, 78 percent of small businesses gained more than a quarter of their new customers through social media. This is yet another argument for businesses to embrace social channels. Facebook's search field is increasing in use and has become a place where people look up companies and people. If you're going to use social media, you need to invest time and money here. If it's well thought out, it will give you more credibility among your customers. Set up a marketing plan and invite your employees to come up with ideas. And feel free to ask us if you need advice.
Good luck with 2017, guys. We have faith!
