Now we’re all back at work and the festive season seems like months ago … and ‘Blue Monday’ has passed us by hopefully without any major mishaps, here’s a few thoughts on what I think will be the key trends in small business marketing this year.
We all know time is precious and resources are slim for the small business owner (I should know, I’m one of them), and marketing successfully for growth remains one of the biggest challenges for small businesses.
With many wanting to enhance their marketing activities, but unable to find the time with running the business taking the priority over everything else, marketing is frequently an afterthought, or worst … reactionary.
There’s no doubt these days that to stand out in a crowded marketplace and grow your business, marketing must play a more important role in all small businesses.
Here’s a look at some of the most important marketing trends to check out in 2019.
Consumers are increasingly turning to voice search, so small businesses must understand how to get their businesses found.
Recent research suggests that 50% of all searches will be voice searches by 2020 … that’s next year!
That’s not to let your standard SEO practice slip, but to rank highly in local search and influence your voice search you must have:
- A fully mobile responsive website
- A fast site speed
- Good quality local back-links,
Each of the voice assistants relies on different data aggregators for answers to local search queries, but the three main ones to be listed on are:
- Google My Business
- Apple Maps
Social Media focus
Last year a report said that 92% of small businesses invested more time and money in at least one social media platform.
Social media offers great potential for small businesses to engage with their audience so many new ways (not that many do it well in my humble opinion), however do not fall into the trap of going onto too many platforms and diluting your message.
Do some research, find the top 2 or 3 for your industry (determined by whether you’re B2B or B2C) and use them regularly and consistently.
Most small businesses don’t invest in what is called content marketing, however, great content marketing can be a really good source of high-quality leads.
We suggest approaching content with a multimedia mindset. If you don’t do a blog that adds customer value, you’re missing out. See what works with your audience and refine the strategy as you go along.
Take the opportunity to home in on specific audiences using location-based marketing. Nearly two thirds of marketers use location data for targeting promotions and over eight out of 10 say location-based marketing helped them grow their customer base.
Statista data reveals that in 2018, 242 million people accessed location-based services on their mobile devices, up from 220 million in 2017.
Small businesses can have success with this by taking advantage of the growth of geo-location tools.
We’re probably not the first and won’t be the last to say about the importance of incorporating video into your digital marketing strategy in 2019, with 70% of consumers suggesting that they have shared a brand’s video. Here’s a few noteworthy facts:
- 72% of businesses say video has improved their conversion rate.
- 52% of consumers say that watching product videos improved confidence in online purchase decisions.
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video.
Live video is gaining popularity, with many businesses using it for interviews, product demos and “behind the scenes” glimpses of events, life in the office, how products are made, etc.
For increased engagement with your video marketing, you can make a video post or start a live broadcast on Facebook, Instagram or even LinkedIn. Not forgetting YouTube of course.
You should never think marketing is a massive scary task. Try new things in small testable and measurable chunks, not forgetting to include what you are currently doing … if it works, roll it our bigger and what isn’t working anymore, bin it!
Consider the trends to see if they can work to get ahead of your competition and set your small business up for successful 2019.
Now as we said at the beginning, time and resources are an issue where marketing is concerned to many small businesses, so if you aren’t really marketing savvy, don’t have the time or resources, APS Marketing Consulting Services can help by being your outsourced marketing partner.
We work with many small local businesses from a variety of industry sectors and manage their content and general marketing on a variety of marketing channels, offering flexible and tailored packages to suit all budgets.
Call us on 07773 366393 or visit www.apsmarketingservices.co.uk