Three digital marketing trends
Chris Pepper, director of Time 54, explains how the pandemic brought about significant social changes, which in turn resulted in a massive shift in digital use.
Three areas where you need to focus to help generate new leads and strengthen existing relationships for your business, include social media, SEO and video.
The good news is, they all relate and work with each other: your social media can benefit your website’s search engine ranking; your video marketing benefits your social media channels with better engagement and helps your website to rank higher with more engaging content; and your SEO helps more users find your website, and in turn engage with your video and find your social media channels.
Social media will help to increase brand awareness, increase traffic to your website, generate new leads, and provide excellent opportunities to talk to customers.
For example, interior designers will form relationships with brands that actively post on Instagram or Pinterest – very visual platforms. Their appreciation for aesthetics and innovation for products lend themselves well for telling your story over Instagram and Pinterest.
Another example is LinkedIn, which is a great way of joining a community. There are many construction and property private groups on LinkedIn, which provides an opportunity to build trust and develop relationships. However, it is not a sales platform, so don’t go all in with your best pitch.
Be specific which channels you use. Don’t just use every channel going. Find out where your audience is then concentrate on that platform, and do it well. You will get much better results rather than spreading your brand’s message thinly over several social platforms.
The great thing about SEO is that a user who visits your website is generally interested in what your company has to offer. Then it’s up to your website to convert them from a visitor into a customer. But how do you do that?
The best thing is new content. Write blog posts on key trends in your industry or a case study write up to tell your audience how you’ve helped a client. The idea is to educate and inform your prospective customer. This will then position you as an expert in your industry and someone who your audience will turn to.
According to Hubspot (inbound sales and marketing specialists), B2B companies that blog regularly generate 67% more leads per month than those that don’t.
When it comes to deciding which keywords to use, use free tools such as Answer the Public or Wordstream.
Humans generally find videos more engaging and memorable than other types of content. Smart Insights predicts that people will spend 100 minutes a day watching online videos in 2021.
The introduction of live streams on various social platforms, and the increasing popularity of YouTube, means video should be used by brands to engage with their audience. The rise of Tik Tok demonstrates the importance of video, and while it might not have its place within construction and interiors just yet, it will.
You only have to log onto LinkedIn, Facebook or Instagram to see the popularity and engagement of video content. It’s a great way to get your personality and your message across, which builds relationships and generates leads.
When you’re thinking about what to say, think about what you are trying to achieve. Therefore, if you are looking to grow your business, build relationships and generate leads, the important thing above all else is to be authentic.
Talk about your brand’s values and who you like to do business with; or recent projects and how you helped your customer; or your thoughts on key industry trends.
By implementing these three digital marketing tactics will give you the very best chance to grow your business and generate leads in 2021.