Jasz Joseph of HubSpot warns us these 8 digital marketing trends are set to expire in 2018. “When it comes to marketing tactics, unfortunately there is no “Best if Used By” dates. But that doesn’t mean what worked last year — or even last week — will work today. In fact, some of the most popular digital marketing trends have reached the end of their shelf life and are well beyond their expiration dates.
As you are updating your inbound marketing strategies for 2018, consider tossing out these overused, under-performing marketing trends to make room for strategies that increase brand awareness, capture qualified leads, and help your sales teams increase revenue.”
Wendy speaking: While some of these tactics are beyond the reach of small business owners in terms of complexity, cost, and time-commitment, there is value in each of the ideas. Shape them to work for your enterprise.
Digital Marketing Trends for 2018
- “Drip Campaigns – with no personalization (Hi Wendy!). It is almost impossible to send out a series of emails that will apply to a large contact list and expect to see high engagement rates. The [perfect] fix it: Send a targeted email personalized with relevant content based on the contact’s demographics, online behaviour and recent engagement level.
- Long (text-heavy) eBooks. Mobile internet usage has surpassed desktop usage. It’s out with the old (long eBooks in PDF format) and in with the new. The [perfect] fix it: Create content in the form of quizzes, surveys, interactive landing pages, video and online animation.
- Focusing on Quantity instead of quality blogs. The internet is saturated with content. Buyers want quality content quickly that applies to their pain points. The [perfect] fix it: Focus on one subject matter per blog post and make sure every blog serves a particular purpose, such as driving leads to a gated piece of content or supporting a recent campaign.
- Overly Complex lead scoring algorithms. If a lead scoring algorithm is too complex, the process slows down. The [perfect] fix it: A simple lead scoring system (perhaps a score of 1 to 100 in increments of 10 points) based on demographics and lead behaviour avoids too many combinations of point values and eliminates assigning negative point values.
- Overloading on Marketing Automation. The [perfect] fix it: Marketing automation should be used primarily to help with internal marketing activities and used sparingly for your outside marketing activities.
- Organic-only Facebook Strategies. Facebook organic reach is at an all-time low and continues to decline; researchers say that currently only 2 to 6 percent of your fans are seeing your posts. The [perfect] fix it: Use Facebook boosted posts and advertising to not only increase your reach but also ensure you are getting your message in front of the right people at the right time.
- Using only email to reach the C-Suite. Instead of throwing out a bunch of ads and hoping that some resonate with your executive audience, use account-based marketing to target a define set of accounts and decision makers. The [perfect] fix it: HubSpot’s integration Terminus allows you to deliver different messaging and creative ads to each person at your target accounts.
- Relying on a Text-Based SEO Strategy. Today’s consumers are all about multimedia. More than ever, people want videos, images and audio. In fact, Google Lens soon will allow people to search with their phone cameras. The [perfect] fit it: Just optimizing the text on your website is not enough. Optimize your videos, images and audio files for searchers.
Small Business Owners are Challenged
Trying to break through the chatter with your message can be difficult. That’s why in addition to digital marketing, we need other effective tactics, a well thought out “marketing mix” if you will.
Sometimes we can be so focused on acquiring new clients, we forget about the ones standing right in front of us. Think “small investment = big impact”.