2020 changed the way we connect with customers.
Here are the trends we’re watching right now.
As we slowly ease back into something resembling “normal” (all🤞 fingers🤞 crossed🤞) and start thinking about what’s next for the business world post-pandemic, I think we could all benefit from a little reset.
What’s still working?
What do we need to leave behind?
How can we adjust and plan for whatever is coming next?
We’re honestly excited for the possibilities! Are there still some daunting challenges out there? Yessssss. 😅 But on the bright side, there are TONS of opportunities for growth and meaningful connection with customers!
Here are the big trends we’re seeing on the horizon 👀
#1: Livestream and video content
Video content was a BIG deal in 2020 and it’s definitely still worth the space in your marketing plan. We expect that video-based marketing like social media livestreams and YouTube channels will be increasingly valuable to our clients. If you’re looking for a way to increase engagement on social media and convert more sales on your website, video content is the way to go.
Take action: Make a plan to experiment with more video content on your social channels – it’s a great way to connect with your followers and showcase your product! And if you want to give your website conversions a boost, ask us how we can help integrate more video content there as well!
#2: Continued growth in mobile commerce
Shopping via mobile device is a rapidly expanding trend and we expect that growth to continue. We’ve been watching this desktop-to-mobile shift for years now and made mobile-optimization a top priority with our clients. We recommend that you assess your site’s mobile capabilities and make your customer’s experience there as seamless as possible.
Also, heads up: Google has transitioned to mobile-first indexing, meaning that any of your site content that is NOT accessible from a mobile device will no longer appear in search listings. If your website is up-to-date, you’re good and this won’t affect you. But if you’re working with an older mobile site, ask us how we can improve your customer’s mobile experience and boost your search rankings with Google!
Take Action: Is all of your site content visible and easy to access from a mobile device? Is purchasing your product easy and intuitive from a phone screen? Schedule a meeting with us to learn how we can improve your customer’s mobile experience.
#3: Smart Personalization and Authenticity
This is a really interesting one, because there are two conversations happening.
Conversation A: We need to be as “personalized” as possible in our marketing efforts so that we seem friendly and relevant. The more we can demonstrate that we “know” the customer, the better.
Conversation B: Customers are burned out on corporate efforts to seem “like a real person” and they know that those “personalized” emails and ads aren’t authentic. So we should stop personalizing.
So – which tactic is correct?
Overall, we think personalized marketing efforts are good.
BUT – here’s the key – you must deliver valuable, helpful content EVERY TIME.
AND – this is critical – you must be transparent and authentic in how you communicate your values and your brand.
It’s true that customers are tired of being blasted with “personalized” advertising that isn’t truly personal and feels intrusive. It’s also true that connecting on a personal level is everything and critical to building loyal, productive customer relationships.
Your mission is to balance those two truths, take the time to really think about and understand your customers and clearly communicate how what you’re offering aligns with their values and solves their big problems.
Easy, right? 😅
Take action: Okay, here’s the GREAT news. We have tons of resources to help you out here! If you want to dig a little deeper, you can read up on finding your ideal customer and how to map out your Customer Journey.
We’re here for you!
We’re excited to see where you take your business this year. If you’re considering a fresh direction for your marketing plan, let us know how we can help!