Each marketing expert knows things are not what they used to be, and I am not even speaking about the “old days” when conventional newspaper advertising and mass media promotions took hold. Take into account the smartphone’s continuous evolution (which you might use to read this) or how voice support helps develop search, not to mention the cloud, machine learning, and more.
Marketing has progressed. So why still try using outdated resources and strategies to get high – quality leads for your business? It’s the equivalent to launching a VHS-versus-Netflix feature film. However, you can get technology consulting services from a well-reputed marketing agency for a professional approach.
The New Trend of Marketing
Studies show marketing strategies having to change with the times as another decade whizzes by. The analysis carried out by the “University of Maryville” has highlighted realistic skillsets marketers need to succeed in the field.
I’ll be honest—the marketers’ “to-do” list can be overwhelming. Nonetheless, these studies indicate that marketing strategy and its core concepts are going nowhere. Then ever before, you will handle inbound methodologies and tools.
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We will address here five marketing skills that you need in 2020 and even beyond:
- SEO and Data Analytics
- Content Marketing
- Social Media
Skill 1: SEO & Data Analytics
In 2018, Google revised its search algorithm 3,234 times — about nine times a day and almost ten times more than in 2009.
Look what?!? Upon first sight, this figure seems disheartening and surprising. Of course, you can’t afford to change your strategy every single day to draw inbound leads. Fortunately, the habits of the customers don’t change as quickly as the algorithms do.
A more realistic solution is to look for big changes in algorithms that happen even less often, such as the October 2019 BERT update. From there, your traffic data can be analyzed, and your marketing efforts adjusted as needed.
Yet, do not go overboard. Keep focusing on who your ideal customers are, and see how they connect with your content. Commit to keeping a pulse on the metrics at your fingertips to consider your customers’ habits to tailor your approach.
Skill 2: Content Marketing
Blogging and creating advanced content such as eBooks and infographics is nothing new but how people digest content that is changing (as is the way Google ranks it). The previous mentality was to hold short and easily digestible blog posts — around 500 words.
However, now users prefer to seek more detailed, long-form content that can provide them with all the knowledge they are searching for in one place. Today a blog could be three or four times the length it used to be.
It is important to build cornerstone pages on your website to separate your content into main focus topics and related topics. Doing so helps increase your search ranking and your overall exposure to those topics.
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Not to be forgotten is one of the oldest and highly successful online tools: Email. Ninety-three percent of marketers use email to deliver content, but it’s important to note that email messaging is information. This needs to be very engaging and tailored for the receiver. This is just the beginning of calling them by their name.
To classify contacts based on their online habits, preferences, and interests, marketing-automation tools are a must, so you can customize content based on who they are and where they are on the purchaser’s journey.
Skill 3: Video
Video is undoubtedly the fastest-growing and most powerful resource that you can use to create leads and sales that follow. Several convincing statistics are illustrating the value of using video in your marketing campaign, among them:
- After viewing a short video 68 percent of people say they want to hear about a new product or service
- 84% of marketers report that video helped them improve traffic to their website
- 87% of companies now use video as a marketing tool (up from 81% in 2018 and 63% in 2017); Industrialists are particularly leveraging this form of media. Video production must be part of the marketing strategy now and in the future, as studies indicate that its usage will only continue to expand as a preferred means of ingesting content — yeah, of course, even among B2B.
Not every video needs to be of studio quality, but you’ll want to invest in a professional production that puts the best foot forward for corporate recruiting, “about us” videos and other evergreen promotional material.
Skill 4: Design
That color scheme from 2004 still rocking? Do your website’s layout, and picture confuse visitors when they arrive on your homepage, leading to high bounce rates? Just as fashion trends change every season, so do marketing design trends, particularly websites.
Because website projects can be expensive and take months to build, it’s inconceivable to think about revamping it every six months or year for most people. That’s why we’re stressing taking a website design approach that is driven by production.
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The concept is that you gain ongoing feedback from analytics, user experience metrics, and patterns in the industry’s architecture to allow iterative improvements over time. Your website remains in a continuous state of optimization, rather than having a set-it-and-forget-it mindset. By adopting an agile,
continuous improvement approach, this helps prevent it from becoming stagnant and stale.
Skill 5: Social Media
There is also a mentality that “Our consumers don’t use social media in their purchasing process” to market diverse B2B industries. Really? Bearing in mind that LinkedIn alone has more than 660 million participating professionals, I beg to differ.
To remain competitive in today’s marketplace, marketers will exploit LinkedIn and other social media, such as Facebook and Twitter. Even if you’re not sure that promoting your brand and goods on social
media is worthwhile, these channels may be one of the most successful ways to highlight your culture and attract skilled labor. And this alone is ample incentive to sustain a constructive and engaging role in society. LinkedIn is regarded as the most efficient B2B social channel.
We hope this article helped you. You’re welcome to give your feedback in the comment section.