5 Marketing Trends That Will Impact Your Growth
Every year, new technologies appear, old ones evolve and new marketing methods become musts for your business. Despite constant upheaval, the goal of marketing has always been the same: get and keep your audience’s attention.
With that in mind, we can reflect on last year’s patterns and look toward growing trends that will influence your success in 2019. Here are five trends we’re keeping an eye on in the coming year.
Master your field
The need for subject matter expertise is nothing new, and it never gets old. There is so much information available on the internet but can be difficult for clients to tell the really good advice from mediocre or even bad advice.
When you put yourself out there as a subject matter expert, you become a recognized leader in your field, establish trust with clients, and become a sought-after source for the media, speaking engagements, and clients.
Simply put, clients want to work with experts in their field. By building your reputation, you can by-pass or minimize questions like, “Who are you?” and “Why should I do business with you?”
Work on clarifying your messaging and put yourself (and your firm) out there. Start a blog or a podcast. Share client testimonials. Sign up HARO and start responding to journalists’ request for source requests relevant to your or your client’s industry. Becoming a subject matter expert takes time, but it’s worth it when you share your knowledge to convert potential clients into paying customers.
Leverage video in a new way
Internet consumption (both mobile and desktop) has risen sharply over the past decade, and it looks as though TV’s reign as the favorite source of media for consumers could soon be coming to an end. Meanwhile, the internet is expanding. YouTube TV, Instagram’s IGTV, and other social media platforms are pushing the creation of long-form videos.
To tap into the power of video, put yourself in your clients’ shoes. What kinds of videos would be interesting from their perspective? You might give a behind-the-scenes tour of your office during busy season, conduct a live product training on new customer-facing technology, and share thought leadership. Video helps give your firm a more transparent connection with its clients.
Bring artificial intelligence to the next level
Everyone is talking about AI taking over the world, but few companies really understand how to harness it. Think of AI as a computer that can analyze huge sets of information rapidly, identifying patterns and predicting behavior based on the data.
Accounting firms might use AI for tasks like scouring your databases and providing insights to your marketing team. For example, you could leverage AI to scan social media and identify potential clients who follow and engage with your competitors. Then you can use targeted ads to catch their attention – and their business.
Another branch of AI is chatbots – computer programs that automate certain tasks, such as chatting with a potential client through a conversational interface.
Think about a potential client visiting your website to get information about your products and services. You can set up a bot to emulate a live chat, answering questions and scheduling a meeting, all without tying up your busy customer support and sales team. We expect a growing number of businesses to start experimenting with chatbots in 2019.
Develop a content marketing strategy
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”
Content is king, not just because content marketing works for building trust, but because it has become the new normal for your clients.
When most people think about marketing, they think about advertising campaigns that allow a business to push its message out to consumers. But technology has turned traditional marketing on its head. Your clients and potential clients now have unprecedented access to the information they desire.
Clients today consult a rapidly growing number of resources before making purchasing decisions. And one of the ways they’re seeking out that information is internet search. Content marketing, then, is about pulling clients in with content that appeals to both search engines and the interests of your target audience.
Remember, don’t just sell your services – truly find out what your clients are looking for an provide them with relevant content to help them solve their problems.