By Evan Varsamis, an entrepreneur and Founder/CEO at Gadget Flow, as well as an investor and marketing advisor at Qrator Ltd.
This year has been quite a roller coaster for marketers so far, and it’s still unclear how things will go in the next few months. However, when it comes to designing a marketing funnel, you can’t stick to your traditional methods anymore. You have to start thinking outside the box and picking up new techniques that can enhance your brand’s presence on the web. Online competition has grown massively over the last few years. It’s not just about being present on the web anymore. It’s about sustaining an omnichannel presence.
What Is An Omnichannel Presence?
Years ago, we used to think of online marketing as finding the platform that works the best for you and prioritizing your activities there. Today, with so many different platforms having unique structures, it’s even more difficult to figure out what works the best for your brand. It’s not about finding your best platform anymore. It’s about learning how to be present on every channel and make the most of it.
What works on Facebook won’t work on Pinterest. You have to figure out how to be present on both channels with equal effectiveness.
Now that you’re familiar with an omnichannel presence, let’s take a look at trends and online marketing tips that will help you sustain your business in 2020.
Every individual is loyal to a certain number of brands. As a marketer, if you can leverage that engagement by combining two brands, there’s nothing like it.
Sophia Bernazzani explained this concept beautifully on HubSpot: “One of my own beloved childhood memories was a product of co-branding: Betty Crocker partnered with Hershey’s to include chocolate syrup in its signature brownie recipe. There’s something brilliant about that co-branded product: It’s a fun way to marry two classic brands into one delicious experience for fans of baking and chocolate alike.”
So, to make your 2020 marketing work, you can connect with brands that appeal to you and use that collaboration as a marketing campaign. You could choose to go for video advertising or even audio influencing through podcasts or webinars. Either way, cobranded content can help you soar high with the help of loyal followers.
If you have experience with influencer marketing, you’ll know why micro-influencers are the near future. Reaching out to big-time influencers is difficult, and you can’t expect them to review free samples that easily. So brands that are tight on budget can opt for micro-influencers who cater to their product niche.
These influencers have enough popularity to still be influential, and they also tend to have better engagement rates with their followers because they are less overwhelmed with sponsorship offers, which gives them the bandwidth to keep in touch with their followers. A study (paywall) from HelloSociety suggests that micro-influencers with around 30,000 followers have 60% higher engagement and are about 6.7 times more cost effective than influencers with more followers.
Nontraditional Social Media Marketing
Ever since we started social media marketing, we’ve primarily used Facebook, Twitter and Instagram. While these platforms continue to be the rulers in the industry, there are several others that are making their way up with the help of the younger generation. These platforms include Snapchat, Pinterest, Reddit and Medium.
So when it comes to planning a successful marketing campaign, you need to think outside the box and come up with ways to work on every platform instead of sticking to just one or two. In fact, it may seem far-fetched, but TikTok could work for your brand, depending on what you are trying to promote.
When you throw random ads at people, you can’t expect the click rate you desire. That’s because not everyone will want to see the product you are showing them. Instead, with contextual targeting, you can showcase your ads on pages with related information. People who see your ads will have a higher chance of clicking them because they are already interested in your product niche.
With podcasts and audio streaming apps becoming more and more popular, they’ve turned into avenues for online promotion. The advantage of programmatic audio promotion is that it enables you to place ads in the audio content.
Depending on your preference, you can opt for ad formats such as companion, ad pods, or pre-roll and midroll ads. Currently, companies including Google, Rubicon Project, SoundCloud and the BBC offer audio advertising features.
Every social network is focusing on video content. Many are even looking for ways to implement product shopping directly from videos.
Consider using traditional video advertising methods by placing your ads on YouTube. You can even work with brands on Facebook and Instagram to promote your products in videos.
As more people switch to primarily using their smartphones, the entire email marketing industry will change. Email designs need to be mobile-friendly and minimal, and they must have the call to action (CTA) button in a place where the user can easily find it. Another crucial point is to avoid too much content in your email. You can always opt for a drip email campaign to send out information sequentially.
Augmented Reality (AR) And Virtual Reality (VR
If you are an e-commerce brand, chances are you’ve already heard of implementing AR and VR for better product discovery. By implementing these technologies in your marketing funnel, you may be able to draw the attention of people who hesitate to purchase online. Give them the opportunity to try out products virtually before purchasing them.
Having said that, it’s also crucial not to forget the tone of voice you use while implementing all your marketing campaigns. The world is going through a massive change in 2020, and it’s important to understand the emotion of your audience before you try to promote a product or service to them. An empathetic and genuine tone can always take your brand a long way.