We’ve reviewed small business news, checked the on-trend blogs and found the highlights that are worth sharing. Here are five hot marketing trends and our tips to make the most of your marketing strategies in 2019.
Don’t be invisible! Busting the mystery of Google rankings
Trying to get a good ranking on Google when a customer searches online for your business can be a mystery. If you have a website, but you’re wondering why it can’t be found in a Google search, you’re not alone. Telstra’s 2018 report on Business Intelligence shows only 50% of small businesses are online. And only 26% of small businesses are using search engine optimisation (SEO) strategies. It’s time to help your existing and future customers find your business. Read the report: https://smarterbusiness.telstra.com.au/2018-telstra-small-business-intelligence-report
Hot Tip! Visit Google’s platform for small business (Google My Business) to take advantage of the free tools so your business will rank on Google. If you have a website, it will show you how to maximise your business profile. If you don’t have a website, it will take you through the process of building one and provide tips for SEO. Whether your customers use their smartphone, tablet or computer, they’ll find you fast. Check out the Google insights: https://www.google.com/business/
Look who’s talking! The growing importance of smartphones
What’s the most important device for accessing the internet? In 2018 laptops and desktop PCs, iPads and tablets were overtaken by smartphones. Phone are now the preferred device for online tasks. Deloitte Mobile Consumer Survey 2018: Behaviour Unlimited, reported that 88% of Australians now own a smartphone. This is up from 84% in 2017.
Users now prefer to browse and purchase via their mobile. People between 18-34 more likely to use their mobile phones when purchasing products online. With smartphone use on the increase, 2019 will see the development of complex algorithms to tune apps and websites to specific interests and contexts. Read more here: https://www2.deloitte.com/au/mobile-consumer-survey
Hot Tip! Make the most of your marketing strategy by ensuring your website is optimised for mobile. Include SMS in your customer contact preferences. Sending SMS can be highly targeted and is a great way to send short term offers and promotions, with fast follow-up for results.
The new buzz word: Hyper-personalisation
Sending the right information to the right person is the key to positive customer response. According to US software company Marketo, this is the age of hyper-personalisation. Savvy email marketers leverage customer data to create a more relevant consumer experience. In 2019 there will be a growing focus on personalisation, both online and face-to-face. Customers like to be remembered and recognised whenever they interact with your business. Finance education portal ZUU Online predicts personalisation of email boosts click-through-rates by 97% and open-rates by 26%.
Hot Tip! Personalisation means more than using the customer’s first name in the email. Wherever you are interacting with your customers, make them feel you appreciate their loyalty to your business. For a great online customer experience, include tailored content online and in emails. Make sure you include information relevant to your customers purchase history and interaction with your business.
The pulling power of social media: Facebook and social media are key
Social media promotion will continue to play a strong role for small business in 2019. Facebook is still the leading social media platform for small businesses with the Infusionsoft report showing 47% of business owners use Facebook in their marketing mix. Adobe’s State of Digital Advertising 2018 shows that for retailers, social media beats traditional media hands down. With triple the marketing response in driving visits from non-customers. See the insights here: https://www.slideshare.net/adobe/adi-state-of-digital-advertising-2018
Hot Tip! If you are not already active in social media, it’s time to get on board! Start by working out what you want to get out of social media and create a company social media policy. If a blog or Facebook is your preference, accelerate from ad hoc updates to regular updates with relevant news that will boost your business. Social media can be a minefield so make sure you keep up-to-date with trending themes.
Keep on clicking: email claims number one spot for effective communication
Email has generated the highest ROI for marketers 10 years in a row, according to email marketing gurus Campaign Monitor. And personalisation is the most effective tactic for getting customers to open your emails. Campaign Monitor stats show emails with personalised subject lines are 26% more likely to be opened. 57% of marketers say personalisation is their most effective email marketing tactic. For more information: https://www.campaignmonitor.com/resources/
Hot Tip~ With email open rates of 61% on mobile devices, it seems a no-brainer that your emails need to be mobile-friendly. Make 2019 the year you use responsive design so your customers get the best view of your message and respond to your offer!