The digital marketing world is ever-changing, and to survive and thrive in such a dynamic space, keeping yourself abreast of the latest trends is imperative. You can then use this information to improve your online presence and gain more customers. In this blog, we will cover the latest digital marketing trends and how you can use them to optimize your website for have an edge in this competitive market.
Short-form Vertical Videos
With social platforms like Tiktok and reels on Instagram, short-form video marketing is a significant trend. All you have to do is pick up your smartphone and capture a video that your users may find interesting — show behind-the-scenes of your company, spotlight your employees, or a how to tutorial. Ensure your videos are still high quality even on your smartphone.
You can also embed these videos on your website to engage users visiting your website. Add video structured data to it, and it will also be eligible for ranking in the video results on Google providing additional exposure to your content and thereby driving more users to your website.
Marketing For The Cookieless Future
Google plans to phase out third-party cookies in Chrome by the end of 2024. The web browser has implemented an update that prevents third-party tracking cookies by default, which will significantly impact how online ads are currently tracked and served. In such a scenario, organic channels will be crucial as it will not be impacted by third-party cookie deprecation. As long as you keep creating relevant and fresh content, organic marketing will help you continue reaching new customers and stay competitive in your industry.
Now is the time to shift your focus to SEO if you’re not already doing so. Invest your time and effort in creating valuable and engaging content around your niche and ensure the good technical health of your website to rank in the top positions on Google for relevant searches.
E-A-T Focused Marketing
E-A-T stands for a page’s expertise, authority, and trust in a subject matter. This has been a significant criterion for Google ranking since 2021 when the platform announced core updates that included a major overhaul in how content ranks on its search engines.
Having good E-A-T is essential for both search engines and users. By portraying these key characteristics, you will see improved user conversions as this provides them with a more trusted, expertise-driven experience. Showcasing your expertise could assist new users in converting and reassure them of your brand’s trustworthiness and credibility.
How to improve E-A-T?
- Add more FAQ-based content to your website. This content will not only help with your search rankings, but also aid the customer experience.
- Ensure author profiles are regularly updated, clearly visible and informative. It’s also good to specify your expertise.
- You can also have guest posts by inviting experts to provide insights.
More Direct Conversations with Customers
There has been a major shift in how brands communicate with customers. Customers are choosing to interact with brands on their terms. Brands can create more channels for their customers to reach directly through social media, online discussion forums, or chats.
You can install a live chat on your website for customers to reach you directly. Another way to show you care about your customers is to respond to reviews and customer feedback (both positive and negative feedback!). If you’re not on top of your communications, are slow to respond, or have an inconsistent message, you risk turning customers off and away.
Personalized Customer Experience
Marketing has shifted from convincing customers to buy from your company to providing a world-class customer experience that will keep them coming back. Customers expect a seamless experience from the zero moments of truth to customer service after the sale. When you focus on building a positive business culture and providing outstanding service, the marketing almost takes care of itself through your brand’s reputation.
Personalized messaging and excellent user experience plays a significant role in capturing customers online. Provide as much information as possible about your brand and the products or services you provide, which helps customers make informed decisions. To create a seamless customer experience on your website, focus on page speed, navigation, relevant content, and different payment options.
The digital landscape is constantly changing. Adapting current trends to fit your brand’s style, voice, and story is crucial to maintaining a competitive advantage, while also staying true to your brands’ values.