Autumn signals planning season for the forthcoming year’s marketing activity, with social media firmly in every marketer’s sights. But with trends shifting faster than Theresa May’s cabinet over Brexit, you need to focus in on the true opportunities.
Our hope is that this article will help you get prepped to create a 2019 social media strategy that supports and enhances your efforts, positively represents your brand and positions it for growth.
That’s why we’ve explored some key trends for 2019 to ensure our approach is bang up-to-date and relevant to achieve success next year and beyond.
Trust in word of mouth
The often referenced Nielsen study from 2015 highlighted that the most-trusted sources of advertising were peer recommendations across social media. Encouraging your existing customers to drive advocacy to their friends and family remains the golden chalice for social media.
This is typically achieved through the sharing your branded content, positive reviews, influencer marketing, but getting the balance right for your specific brand is the challenge. Social allows us to experiment with very little budget and this is the alternative to working with an experienced partner agency who will be deploying regular strategies and seeing results.
In order to be truly successful, everything must align. From your content strategy through to the influencers you decide to align your brand to. Fail to plan here and you’ll plan to fail!
Ditch the internal barriers
Building an integrated approach and adopting a company-wide shared ethos throughout all departments is ideal. The most successful companies do not rely solely on the marketing department alone to create engaging content.
Content value should be presented throughout your business. It will enable your sales team to generate and follow up leads and will be beneficial in both recruiting and nurturing a great workforce, as well as assist with internal training. Your employees will be your most effective social influencers if they are given the chance to get involved and ‘belong’.
Fabulous content will assist other departments in your company too. And the result? A better talent pool, lower marketing costs, and you will likely see a marked improvement in your relationship with investors!
Understand how your customers communicate
Nowadays, customers expect companies to communicate with them on their terms. And as business owners or marketers, it’s vital to be aware of who your customers are, where they ‘hang out’ on social media and the tools they use to engage.
For example, we know that by 2020 close to 50% of all searches will be made through ‘voice’ rather than ‘type’. How are you preparing for this revolution?
Many of us have already replaced tip-tapping our request into a search engine by that magical word: “Alexa”. This is set to grow further.
Video content will continue to grow
Traditional video is expected to continue its incredible growth in 2019. In fact, according to studies, video content will account for 85% of internet traffic. With an audience clearly hungry for video content, adding video to your strategy is a relevant and strong consideration.
What’s more, adding a video to an email boosts click-through rate by a staggering 300%, and putting one on a landing page increases conversion rate by 80%.
Social listening is the use of tools to determine if your brand is being mentioned across social media. And we believe this is essential to understanding the effectiveness of your campaigns and knowing your audience. The information gleaned is invaluable in providing searches for the best fit influencers for your brand, plus analytics and sentiment analysis.
A study by Brandwatch determined that 96% of people discussing brands online don’t actually follow them. That’s a lot of potential customers you are not having direct conversations with. And yet they’re interested in you. In other words, if you don’t know they’re talking about you, you’re not going to be able to respond. So, social listening is an area you can potentially connect with lots of customers through!
You only have to look at the rise and rise of Instagram Stories to see how this will continue to be big in 2019. It shouldn’t make sense as a marketer’s aim is based on longevity — to stay at the forefront of the consumer’s mind throughout a campaign.
Although this type of marketing will only remain ‘live’ for 24 hours, Instagram Stories now boasts nearly 400 million active users daily, so a proactive campaign is a solid move to consider and something we simply can’t ignore.
Chatbots will sell while you sleep
A.I. will continue to dominate marketing press headlines in 2019, with cost effective, positive use cases being reported by early adopters. The fact is that we as consumers are very impatient and want answers when WE want answers be it 6pm at night or 2am in the morning!
A.I. in the form of chatbots used on social channels should be a consideration for any brand marketer in 2019, providing the ability to address your FAQs 24/7, ultimately encouraging the sale.
Build your strategy by being up to date with what’s effective and current
When we adopt social media effectively, marketers get to truly understand their audience and are therefore better placed to deliver what’s needed in terms of service expectations and products.
Orbital has a proven track record in social media engagement. So if all this seems a little daunting, then trust us to get it right for you.