Advancement in technology over the years has had a big impact on the way businesses market themselves to their customers. If you haven’t yet given some thought to your marketing strategy for 2019, it’s not too late to do so.
One way to grow your business is to have a good performance based marketing strategy for 2019. But what are some of the trends to watch out for in 2019?
Here are seven things you can do to succeed in business in 2019.
Table of Contents
- 1 1. Tailor Your Search Engine Optimization to Voice Search
- 2 2. Use Artificial Intelligence to Take Requests and Provide System-Generated Answers
- 3 3. Define Your Market Segment
- 4 4. Create Your Single Keyword Ad Groups
- 5 5. Focus on Micro Moments
- 6 6. Go Beyond Social Media into Visual Search
- 7 7. Write Catchy Headlines
- 8 Create Success Metrics for Your Performance Based Marketing Strategies
1. Tailor Your Search Engine Optimization to Voice Search
Are you aware that voice search will dominate SEO in 2019? This is why you must tailor your SEO to voice search. Voice search is different from the typical mobile or desktop search.
When you type in your search query on your Google browser, it is possible to see tens of pages of search results. It isn’t that difficult for your brand to be one of them.
But when you do a voice search, you may not end up as many results.
If your company’s website appears as part of the top voice search results, you’ll enjoy a high Click-Through Rate.
When internet users opt for voice search, they’re essentially hoping to complete an action such as buying a service or product-or obtain specific info on a subject. Once you’ve tailored your SEO to voice search, you need to improve your voice search ranking.
One way to achieve this is by ensuring your website loads fast. Your website must be mobile-friendly. Second, the images must be optimized. Third, your files need to be compressed.
Put all factors that enhance the speed of a traditional website into consideration.
Don’t Forget to Optimize Your Content
Speak normally, that is, the way you would speak to another person. For instance, you may say “who are the best digital marketing companies?” to find out what the top digital marketing businesses are.
Develop featured snippet, also referred to as position zero or quick answer. This a summary answer from your website page. On Google search, these snippets appear before the usual search listings but after paid ads.
Also, localize your voice search since many voice search queries look for geographical-based content. Try adding phrases like “near me”.
2. Use Artificial Intelligence to Take Requests and Provide System-Generated Answers
Artificial intelligence is a performance based strategy that your business can’t afford to miss out 2019. The most common form of AI used in marketing is chatbots. Chatbots help businesses to improve the customer experience while keeping track on budgets.
Chatbots are quicker compared to humans in taking requests and generating any data related answers. They have personalities and humor and offer a personalized experience.
Chatbots can be integrated with social media, websites, and also applications. The user information gathered by chatbots is later used to tailor marketing strategies.
AI helps marketers to efficiently target audience. It also reduces customer acquisition costs. The marketer is able to deliver the right message, to the right audience, at the right time and place. It goes past foreseeing who might engage with an ad.
3. Define Your Market Segment
Once you define your market segment, the more specific your target audience becomes.
A smaller segment means a more specific ad that the target audience can easily relate to. Find out what kinds of consumers may be close to the bottom of the consumption funnel. Then, proceed with an ad that precisely meets their needs.
One strategy you might choose to embrace is creating a list of potential leads. For instance, this could include subscribers to your company’s newsletter.
Besides meeting the needs of your target audience, this marketing strategy also helps to reduce the chances of market failure. Your company will be in a position to make accurate decisions about the when, why, where and how of marketing.
Assuming your business has limited resources to spend on marketing, the size of your segment will determine the response and revenue collected.
Also, similar values, wants, and needs can be defined across segments to offer an overriding consistency to messaging and branding. By utilizing the similarities and differences depicted, your business should be in position to discover things that influence purchase decisions.
Once your segment is well defined, your business should come up with a detailed product positioning report that frames the whole marketing messaging and strategy.
Such a positioning should be aligned with specific wants and needs that make the service or product as desirable as possible to that your target market.
4. Create Your Single Keyword Ad Groups
SKAG will help you come up with ad groups that are specific as possible so that you refine your advertisement. The first step in creating your SKAG is to identify root and variations.
Root keywords refer to the shortest keyword you prepared to bid on. Then, place the root keyword into an ad group with three match types: exact, phrase, and broad modified.
The broad modified keywords created should attract different variations of keywords. This will help to draw traffic to your site.
5. Focus on Micro Moments
Every day, consumers come across loads of advertisement packaged as offers, push notification, ads, and emails among other things. The consumer has reached a point where they can no longer process further information.
A typical American consumer has a concentration span of about eight seconds.
Brands and marketers are working so hard to ensure they capture consumer’s attention during these few seconds. This struggle has introduced a new performance strategy known as micro-moments.
Micro-moments describes the new type of consumer behavior when customers reflexively turn on their gadgets to get to know something, learn something, or even buy something.
There are different types of micro-moments. Some of those moments include: I-want-to-go moment, I-want-to-buy moment, and I want-to-do-moment.
A micro-moment is described as fleeting times when the consumer is likely to make an instant decision on what to buy, what to do, and where to go.
As a business, you only have eight seconds to convince them to spend. The only way to focus on micro-moment is by providing right information at that very moment.
Ultimately, the entire consumer decision journey is a blend of these micro-moments across different channels and devices. Apart from content, timing is also important in micro-moments. For instance, a consumer who sees your content at noon may be more influenced to click than another consumer who sees the same advertisement at midnight.
6. Go Beyond Social Media into Visual Search
Your company is advertising on social media and Google for the same reason every other business is. These are popular advertising platforms where all small to medium-sized businesses are camping.
Mark this, dominating social media and Google SEO isn’t enough anymore. This calls for a need to distribute your content to different platforms. Venture into new marketing terrain such as visual search.
Visual search is a type of text query that uses your phone’s camera to capture the image then obtain text-based information.
For instance, an image of a bed run on visual search would suggest a list of shops with a similar or identical bed to that captured on camera.
This technology is still limited in its use but is a key performance based marketing that should not be ignored. Visuals are a key deciding factor in influencing the purchasing decision.
The visual search engine is revolutionizing the digital marketing industry in a big way.
7. Write Catchy Headlines
This is one strategy you can’t go wrong with when writing a blog, article, or ad.
Online users have few seconds to decide to click on the article or disregard. This decision will be majorly influenced by the headline of the article. The headline should provide a reason to click.
Don’t be afraid to take risks when writing your headlines. But, put into consideration your target market. SEO optimize your headline and include a focus keyword so that the article gets discovered in search in search engines.
Also, your headline should leave the audience wanting more. You must create a knowledge gap.
Create Success Metrics for Your Performance Based Marketing Strategies
You must establish success metrics for your performance based marketing strategies to find out if what you are doing is working or not. Success is attained through finding the appropriate marketing mix and recognizing the right partners to the mix.
Some of the success metrics that can be used include increased brand awareness, a target number of sales, consumer response, increased social media interaction and more.
Not sure if your company is doing the right thing when it comes to digital marketing? Contact us today to learn how!