With the New Year drawing closer each day, it’s time to get in tune with what to expect from the world of digital marketing in 2019, and what you need to do to prep your digital strategy for it. The digital marketing world is evolving rapidly and the need to keep up can be overwhelming. Which is why in today’s blog post, we’re breaking down all the elements of digital marketing so you can take on next year stress free. How can you level up and transform your brand’s digital experience in 2019? Let’s take a closer look at some of the big changes to come.
Your 2019 Digital Marketing Transformation Strategy
First, we need to ask: What are the most important aspects of your digital marketing transformation strategy?
- Content Marketing
- Paid Advertising
- Social Media Marketing
- Email Marketing
- Web Accessibility
In the past year, each of these components has seen new trends evolve which will continue into 2019. So what can you expect and how should you adjust your strategy?
As always, be sure to have clear and concise SMART (Specific, Measurable, Achievable, Relevant, Timely) goals for what kind of content you want to put out. Gaining a full understanding of your audience will still be crucial in 2019. But once you have that information, it’s time to consider the content itself.
Video marketing in 2019 is non-negotiable. If you haven’t hopped on the video train yet, it’s time. Online marketing no longer requires professionally edited videos that were shot on expensive cameras. It can be as simple as live streaming from your iPhone to social media—no editing, cameras or fancy equipment required. Video marketing is important because it fosters that uniquely authentic connection between your brand and its audience. It eliminates the disconnect between your worlds.
As you can probably guess by now, authenticity is going to be key in 2019. It’s all about making a non-human connection feel genuine. One way to overcome the digital disconnect is to personalize your messages. Whether you do this through email, social posts, landing pages, content offers, videos, etc. make a plan on how you can create personalized content for your audience.
Voice search is coming in 2019. The idea behind it stems from the idea that many people are investing in Internet of Things (IoT) technology, like smart watches or home assistants. These technologies either can’t or don’t work well with typed words, so they rely more on voice commands, like spoken searches. How can you enable your website for voice search? Pay attention to your:
- Schema markup
- Site structure
- Mobile SEO
Who wouldn’t want to rank in the first spot on Google’s SERP? This became a notable achievement for many digital marketers in 2018, but in 2019, it is going to be insanely competitive to get that top spot. Referring back to the previous point on voice search, it is predicted that only the featured snippet will be provided as a result when using voice search. So how can one qualify for a featured snippet?
- Perfect your on-page SEO
- Pay attention to your schema markup
- Make sure one article answers many questions
- Answer the questions clearly and concisely
- Keep your keywords in mind, but beware of “keyword stuffing”
- Use attractive, aesthetically pleasing images (stay on brand)
- Answer the questions clearly and concisely
Rise of CTR
Click-through rate (CTR) is going to be even more important in this coming year. The bottom line is engagement should be your top priority. This tip applies mostly to what your brand is posting to social media and to any email campaigns you may run in 2019. A customer simply opening your email is not enough—you want them actively scrolling through your email and clicking on links that going to your website or product offers.
2019 is going to be all about remarketing advertisements. As a quick refresher, a remarketing or retargeting ad is an advertisement that appears to a customer after they visited a site. Utilize remarketing ads for search as well as social media platforms your brand uses.
Social Media Marketing
If you’re looking to transform your digital marketing strategy and your brand does not exist on any social media platforms, you’re behind. Hopefully you’re already up and running on the social platforms that are most relevant to your brand, like LinkedIn for professional services or Instagram for consumer products. In 2019, genuine relationship building is going to be essential to grow your social channels. To do this, create and maintain dialogue. This creates quite a bit of work, but users are fed up with the robotic tone many brands are conveying. Figure out your brand voice and communicate it in an authentic passion across your social media.
In 2019, you can expect segmenting and targeting to be even more important for email marketing in 2019. You can expect mobile responsiveness in emails to be a requirement for 2019. However, a new trend you may want to begin to get involved with is interactive features in emails. This will increase customer engagement and can increase your click-through rate, while keeping your emails from becoming white noise. Some ideas for interactivity include:
Automate Everything You Can
Automation will become more of a necessity as digital marketing continues to evolve. In order to fully transform your strategy into one that is effective and agile in 2019, you need to spend your time where it’s going to count. Things you can automate include:
- Lead flow processes
- Promotional social posts
- Campaign-related social posts
In this coming year, analytics will be more important than ever. The specific analytics you choose to focus on and how you organize your analytics will be equally as important as obtaining these measurements themselves.
In the coming year, click-through rate (CTR) and engagement are going to reign king in terms of metrics. CTR and engagement go hand-in-hand, but you’ll want to track these metrics separately. A high click-through rate on your emails means people not only opened your email, but they also scrolled through it and clicked on links included in the email. When it comes to your digital advertisements, CTR means your advertisements are working. Strive for higher click-through rates in 2019. Additionally, engagement is going to be even more important than it was in 2018. Engagement is any interaction with your content. It could be comments, shares, likes, and it also correlates with your CTR. Higher engagement metrics means your content will be recognized as more relevant on the internet and social media, pushing it towards the top of news feed and search results.
Organizing your metrics can be difficult, especially because there is a multitude of metrics involved with digital marketing. This can be a daunting task, so to make it easier on yourself, download the Free Digital Marketing KPI Scorecard.
Accessibility on the web has been a hot topic for the past couple of years, but especially in 2018. Big brands are being sued over lack of accessibility on their websites, so it will be important to ensure yours is protected in 2019. The basic premise of web accessibility is to make your website accessible to everyone on the internet, including those who are disabled. The biggest problem is that most brands don’t fully understand how to make their website accessible or they are not aware that their site is not accessible. Use a tool like Accessible Metrics to scan your site and check the status of its accessibility.
As the world of digital marketing continues to evolve, new trends are evolving. It’s important to be aware of these so your brand can execute the most effective strategy possible and succeed in the new year.