10 marketing strategies for you to test in the first half of 2020 – WAU
Technology and consumers are constantly changing. In order not to lose competitiveness, companies must keep pace with changes. Therefore, we have brought in this article some marketing strategies for you to try in the second half of 2019 and align your business to market trends.
You already realized that marketing is always on the move, right? The strategies you applied last year already need to be reviewed. The tools you used yesterday were outnumbered by others. It can be difficult to accept, but new channels have already emerged since you last updated on the area.
The scenario is constantly changing, as technology and consumers change more and more rapidly – and marketing strategies need to keep pace.
So let’s talk in this article about the strategies you can apply in the first half of 2020 to renew your approaches. Even if your actions are working now, it may be that in the coming months they will no longer work.
So, to improve results in reach, engagement and sales, now find out some promising strategies. If you haven’t used any of them yet, it’s time to try them out!
Download this post by entering your email below
Powered by WAU Convert
1. Live streams
We already know that videos have gained their space on the internet. Just look at the Facebook feed or WhatsApp conversations to see that they’ve mastered digital content.
Within a video marketing strategy, one of the most engaging content types are lives. Who has never watched a live broadcast of a show, a game, a lecture or simply a conversation with an influencer?
More and more this type of video is gaining prominence on the internet. Facebook and YouTube were the first networks to launch live streaming. Facebook also created a specific platform for videos, Watch, which encourages interactions with real-time broadcasts.
On Instagram, it is also possible to make live streams on Stories, which highlight these videos in front of other publications and even send notifications to users when the live starts.
LinkedIn also took an important step towards live streaming and, in the first half of 2019, launched LinkedIn Live.
So, if you haven’t used this type of content in your marketing strategies yet, try it in the first half of 2020.
Not sure what you can show in your lives? Here are some ideas that are suitable for all types of business:
- interviews with market experts (they can even be your company’s employees!);
- announcements of news of your company (but they must be really relevant for the public, ok?);
- tutorials about your products;
- webinars on topics in your area of expertise;
- questions and answers (Q&A) with followers;
- backstage of the company, the daily lives of employees, the production process, the recording of a commercial;
- events and shows in which your company participates (as a listener, supporter, sponsor, etc.).
The coolest of the live videos is authenticity. As there is no possibility to edit before it airs, the recording is more spontaneous and relaxed, like a conversation with the audience. So, don’t be afraid to make mistakes – that’s the great difference of lives.
2. Production of exclusive and valuable content
The Content Trends 2019 survey found that 67.3% of the interviewed companies adopt Content Marketing. If more than two thirds of companies use this strategy, it is also clear that the quality of content production is increasingly important to differentiate themselves.
If there is so much content on the internet, you need to produce materials that are really valuable to your audience. But relevance doesn’t just mean finding a topic that interests readers – it’s necessary to deepen the themes, explore different formats, use reliable sources and, thus, generate value that no other content offers.
So go beyond the surface content. Longer texts usually have a lot of engagement, but not just because they have more words, but because they bring more depth.
To make your content unique, approach your company’s experience, present cases or interview employees who are experts in their fields. This type of content can only be found on your channels!
Another important point is to base the information of the contents in updated and reliable sources, such as studies of recognized institutions or major news portals. This adds credibility to the text (and shows that the data was not taken out of your head).
3. Podcasts as a new content format
The Content Trends 2019 survey also found that posts on social networks (87.4%), blogs (64.5%) and videos (52.8%) are the types of content most used by companies. But while they are effective, these tactics are not the only ones in Content Marketing, you know?
One of the most overlooked formats by companies is podcasts, for example. In London, this media has been increasing its popularity, and may receive more attention from brands in the coming months.
A survey by Ibope revealed that 40% of London Internet users have heard an audio program over the internet. Young people, men and members of classes A and B are the main listeners.
Of course, to adopt this content format, you need to understand your audience’s profile. So, understand if your brand’s consumers would like to consume audio content. You can do research for this and / or launch a pilot program to check public acceptance.
Also, plan what the recordings will be like. Define your goals, the themes of the podcasts, the script, the formats (interview, round table or simply a conversation with the listener, for example), in addition to the equipment needed to record.
Still, if you don’t plan to record a podcast, you can also take advantage of this format in other ways. You can advertise on third-party podcast programs, for example. According to a Nielsen survey, ads made on podcasts generate up to 4.4 times more return than other digital media.
4. Production of downloadable content
Content marketing is also about producing materials for users to download.
To download, they inform the email in exchange for the material. It is with this strategy, then, that the contents manage to convert website or blog visitors into leads, which will be fed into the sales funnel.
For this, companies usually use e-books. This type of content, while being quite efficient for nurturing leads in the middle of the funnel, is not the only type of material you can deliver to visitors.
There are other materials that are also quite relevant, and are even easier to produce, but are not used as much. For example:
Here at Websites Are Us, for example, we have a section of free educational materials, which include presentations, audiobooks, courses, e-books, tools, infographics and other diverse types of content.
If, until now, you only offered e-books to your consumers, start exploring other materials in the next semester. You may be missing the chance to offer value in other ways that are more attractive to them.
5. Communities and exclusive groups
Have you thought about building a community around your brand? This is the dream of many companies, who want to do more than attract customers – they want to build connections with consumers and turn them into partners.
That’s what community marketing is for, one of the most efficient marketing strategies to generate engagement. The intention is to create a space for dialogue and collective construction, so that the public feels part of the brand.
One of the tools for this is the Facebook and LinkedIn groups. In these spaces, you can gather the most regular customers or some strategic business audience.
But there is no point in creating the group and leaving it standing, okay? The community only engages when moderation launches discussions, promotes interactions and opens space for users’ publications. With the participation of users, you can collect feedbacks for the brand and build strategies more aligned to the public.
It is also interesting to offer valuable content to the community. Rewarding those who participate the most and launching exclusive offers are some attitudes that value that group. With a sense of exclusivity, members will feel even closer to the brand.
Digital Marketing: what it is, strategies and EVERYTHING about online marketing
SWOT Analysis or FOFA Matrix: what it is, how to make and free model!
6. Machine learning
If you don’t already know, artificial intelligence and machine learning are already part of the companies’ marketing strategies. But we’re not talking about what you saw in science fiction movies, okay? Machine learning is present in actions that are simpler than you think.
For example: have you ever accessed an e-commerce and received personalized product recommendations for your profile? This may be the result of artificial intelligence.
A robot follows your steps in navigation. It collects information about the products you visit, the pages you access and the purchases you make. So he learns what you like best! In the next visits, he already knows what to recommend to make the shopping experience more personalized and increase the chances of selling.
Another example of the application of artificial intelligence is chatbots. They can be used to answer frequently asked questions, such as the company address or business hours, and to save physical and human resources in customer service. But in slightly more complex systems, conversations between chatbots and users can be very close to human interactions.
This happens through automatic machine learning. As the robot talks to people, it learns how to interact more naturally and respond more accurately.
You just saw some practical and simple examples of applying artificial intelligence and how it can increase business efficiency. It is not out of this world!
There are platforms specialized in these technologies, which are accessible to all types of business. So, how about trying these solutions next semester?
7. Google My Business
If you have a local business, you need to target Google My Business. This free resource is the most important factor in local SEO today. In other words, if your company is registered there, you are much more likely to appear in users’ searches.
Google My Business is a registration offered by Google for physical establishments. Companies can register name, address, phone, email, website, photos, videos, among other information. The system also allows them to receive user reviews, answer questions from users and even post updates to Google Posts.
Google’s intention is to turn Google My Business into an assistant for users in local searches. When looking for a restaurant, store, pharmacy or other establishment, they have all the information they need to choose where to go and how to get there.
Therefore, Google has been adding new features at all times. In the first half of 2020, this resource tends to become even stronger. So, don’t waste any more time: register your business soon and enjoy all the features!
8. Influencer marketing
Among the marketing strategies for the first half of 2020, influencer marketing is one of the most consolidated.
Influencers are a phenomenon and add a legion of fans, whose behavior is influenced by the contents of their digital idols. A Google survey found that YouTubers are only after friends and family among public opinion makers.
However, they are so targeted by brands, that the value of hiring a great influencer has become unviable for many businesses. What to do, then, if you have a small business and cannot invest that high? There is a big trend: micro-influencers.
These are digital content producers that focus on niches, such as personal finance or veganism. For this reason, they do not have as wide an audience as Whindersson Nunes or Camila Coutinho. On the other hand, they have much more proximity and involvement with their community – and, what matters too, more accessible values for partnerships.
So, if you haven’t created a campaign with influencers yet, you can already think about it in 2020. Invest in them to strengthen your brand image or boost sales on Black Friday, for example. They have high purchasing power!
9. Sustainable marketing
Has sustainability not yet entered your marketing strategies? So, it’s past time to think about it!
Attitudes towards preserving the planet are not just individual concerns. Companies also need to commit and seek ways to reduce its impact on the environment.
This can be done through simple actions on a daily basis, such as reducing paper consumption, taking advantage of rainwater, separating recyclable waste and extinguishing unnecessary light bulbs. However, sustainable marketing can go much further:
- choosing biodegradable materials for packaging;
- promote environmental education projects;
- promote campaigns for the correct disposal of products and packaging;
- be transparent with the public on this subject in their communication channels.
Sustainability is not only a concern for the future of humanity, but also a way to win public confidence. In the era of Marketing 3.0, consumers choose brands that assume their socio-environmental responsibility and are transparent in this regard.
One of the evidences is the increase in video views in which the creators display ethically produced and purchased clothes. In 2018, YouTube saw a 13-fold increase in sustainable fashion video viewing compared to the previous year. Therefore, both the planet and the market require sustainable marketing.
10. Diversity in marketing
Another growing public concern in the era of Marketing 3.0 is with corporate social responsibility. Consumers prefer to consume products from brands that are committed to reducing inequality in the world.
And one of the ways to apply this is to think about diversity in marketing, whose intention is promote the inclusion of people of different origins, ethnicities, genders, religions, ages and sexual orientations – that traditionally have been made invisible by marketing.
These attitudes, however, cannot remain in the empty speech. To be associated with the brand image, they need to be translated into all the company’s processes.
Have you noticed, for example, if your company’s communication is different? Traditional image banks, especially foreign ones, may have very stereotyped models, which do not reflect social reality.
Then, you can produce your own images with different profiles. Another example: when inviting specialists for an interview, how about also diversifying the invitations for different people?
However, it is not enough for communication to be compromised. Internally, the company must also assume the responsibility of diversifying its workforce and making room for new talent.
In addition to building a more inclusive organizational culture, companies still obtain financial returns. This was evident in a McKinsey survey, which analyzed the relationship between diversity and performance and found that diversified companies outperform.
After all, we live in a country of diversities, and marketing can play the role of promoting equal opportunities. With this, you generate representativeness, that is, a larger and more diverse group identifies with your brand. So, start to think if diversity is present in your marketing strategies.
Now that you know the promising marketing strategies for the first half of 2020, start applying them to your company to have better results than in the past months!
Remember that marketing needs to keep pace with changes in society and technology to maintain the company’s competitiveness. So, it is worth testing new approaches to understand how your business should operate in today’s world to achieve more affinity with consumers.
Now, do you want to know more about what will be the trend this year? Download our guide to the main marketing trends for 2020!