Small business owners have to account for mobile devices within their marketing strategy in 2018. Otherwise, their competition is going to quickly leave them in the dust.
With every passing year, we rely increasingly upon our mobile devices to keep us connected. In 2014, mobile web traffic surpassed desktop traffic. Now, we spend an average of 5 hours a day using our mobile devices !
For business owners, this trend means that if someone is looking at their website, consuming digital content, or looking at an online ad, it is more likely than not occurring on a mobile device. Without awareness of the ways mobile has changed consumer habits, many small business marketing strategies won’t just fall flat — they flat out won’t work at all.
To help you prepare for a mobile-mad consumer world, make sure you take the following six 2018 small business mobile marketing trends to heart:
In 2018, use of video among small business owners will mature and solidify into a “must have” marketing component. Businesses able to make strategic use of video will seize critical opportunities for sales lift and market share.
Many marketers hailed 2017 as “the year of video,” and with good reason. Video marketing, video advertising and overall video consumption boomed in the past 10 months.
61% of all businesses now use video content in their digital marketing plans. Two out of every three of these businesses are newcomers to video.
Additionally, video consumption continues to rise online. Estimates from this summer predict that overall video consumption via mobile will increase by 35% by the end of this year .
All of these developments foretell a new year where digital video will be more important than ever for business owners’ success. Those who take advantage of the following four video marketing trends in 2018 will likely be in for a great year ahead.
2018 is just around the bend, and content marketing has changed a whole lot in the past few years. While it was once a small component of larger digital marketing campaigns and strategies, big brands have started to realize that content can be a marketing end unto itself.
As a result, most marketers are betting big on content. 60% of marketers publish a piece of content daily . In 2015, content marketing had its sixth consecutive year of double-digit growth in spending.
People also spend around six hours a day consuming content online , on average. Note that this statistic includes people using two screens at once, so we often consume content on two different devices for hours on end.
All of these facts point to one thing: the demand for content marketing is there, and marketers are putting more and more effort into satisfying it.
How should you align your content priorities in order to reach prospects in 2018? Look to the following trends for answers on how to develop a winning strategy in the coming year ahead.
What is Reputation Marketing?
Reputation marketing is a specialized version of brand marketing. Companies devote a great deal of time and resources to branding their business, with more attention devoted to digital branding than ever before.
Reputation marketing refers to the real-time brand identity that businesses capture from online comments, reviews, complaints, and critiques that come from their customers.
Word of mouth is more powerful than ever, only now it comes in the shape of blog comments, re-tweets, Facebook likes, and sharing/liking/following on every social media platform possible.
Reputation marketing allows your business to take what consumers are already saying about your products or services, and leverage it for your own use, to increase your industry ratings and, ultimately, your revenue.
5 Keys to Reputation Marketing Success
Given that reputation marketing stems from what other people are saying about your business, it’s tempting to sit back and relax.
You can’t control what people will post or change the mind of every customer who has a bad review, so you can just leave them to say what they will, right?
Wrong – reputation marketing isn’t just people’s ideas about your business that pop into their head for no reason.
Reputation marketing is the active management of your customer’s comments and criticisms to create the brand image that you desire.
Reputation marketing doesn’t need to be complicated, just stick with these core strategies to achieve reputation marketing success:
1. Create Systems for Collecting Feedback
Rather than just trolling around to find out what people are saying about your product, go out there and capture that information yourself.
Customers are eager to review products and weigh in with their opinions, so create forums for them to do so and collect the data that comes from it.
Some of the most effective ways to gather feedback on your brand is through online surveys, contests for users on your Facebook page or from your email list, opening your blog posts up for comments, or tweeting questions for your followers to answer.
This type of data collection is priceless – it gives you a direct link to what your customer thinks.
Don’t let this information go to waste – devote some analysis to your reputation marketing strategy where you look closely at who your customers are. Are they the same people that you thought you were targeting?
What are their buying patterns? Ages? Where do they live? Which customers seem more likely to leave a positive review?
Developing systems for data collection and interpretation allows you to tap into the great resources that are already out there via your online presence.
2. Build Your Reputation
Waiting around for a good reputation to “happen” to you isn’t an effective marketing strategy.
If you want to have your customers say positive things about your products and services, you need to put the time and energy into making that happen.
To do this, you need to open yourself up to what’s going on around you. Read the comments, search relevant hashtags, or scan the internet for reviews of your business.
Once you're aware of what people are saying, you have the power to harness it.
Take your bad reviews and deconstruct them. What specifically are you doing wrong? If enough people have the same comments, changing the way you perform in that area can create a huge shift in your customer's minds.
Then look at the praise your brand gets – what are the areas that you excel in? How can you strive to be even better, so you leave your competitor far behind you?
Reviews are an indispensable way to gather your customers' likes and dislikes about your products so you can turn around and give them exactly what they want.
3. Market Your Reputation
Even though your customers are doing a substantial portion of your marketing for you, it doesn’t mean you shouldn’t continue using your existing channels to communicate your brand’s message.
To use reputation marketing to your advantage when creating your other campaigns, you need to pay close attention.
This means looking at more than just whether your customers are leaving positive or negative reviews. Drill down into the specific things they’re saying.
Paying attention to the keywords that keep popping up in your comments or online reviews can inspire your next campaign and directly address those comments.
For example, if you keep seeing the word “inconvenient” coming up in negative reviews, you can tailor your marketing campaigns or social media strategies to focus on highlighting how convenient your product or service can make their lives.
In this way, reputation marketing helps you identify a problem and create a solution to it that you can drop directly in your customer's laps.
4. Manage Your Reputation
The beauty of reputation marketing is the wealth of information it gives about your customers. To keep their comments and reviews pouring in, you’ll need to spend some time creating an incentive for your customers to engage in the conversation.
For example, you might see a spike in reviews when you introduce a new product. However, after several months on the market, you may lose momentum and see your customers turn their attention elsewhere.
To manage your reputation and keep the dialogue open, your business sometimes has to make an effort to keep the hype going, so you don't fall off your customers' radars.
Some ideas for generating buzz is to create and offer promotions, special offers for your followers, host events, or offer exclusive discounts.
These tactics motivate customers to purchase when they might normally be ready to move onto the next thing.