Published December 17th, 2018
by Jennifer Thorp
Knowing what will take place in 2019 isn’t as difficult as you might think. Pay attention to the trends, and you will see what is hot and what’s getting hotter in martech. In this article, we are going to go through trends you must pay attention to in 2019 if you want your business to go to the next level. The marketing world makes big changes throughout the year so ensuring you know what you have to look forward to is important. You don’t have to master all of the trends below, but if you can get out in front with just one of these trends for 2019, your business can see a major difference.
Video Is Taking Over (Even More)
When you add video to an email, social media post, blog post or anything, you will see better results than when you don’t have a video in place. Video is perfect for people that don’t want to read or have a short attention span. Video can hold people’s attention because of the constant movement and transitions, but it is going to take more than that in the upcoming year. Video needs to have a unique element to get people’s attention now. Everyone is on video now, and you can get a backstage pass from stars on their live videos. Your business needs to let people know why they should pay attention to you and what your video is trying to get across.
Predictive Lead Scoring
If you are tired of spending time on leads that don’t convert, you need to pay attention to this increasing trend. Knowing which leads are worth your follow-up effort will keep you from wasting resources on people that never want to buy from your company. When you know what leads are hot and what leads are not, you can focus on the ones that are going to give you results quickly. Always work the leads that are going to move the needle for your business. Don’t try to revive dead leads since it takes a lot of effort and is rarely effective. The more you focus on hot leads and the less you focus on dead leads, the better your conversion rate is going to be.
AI & Chatbots Are Here to Stay
If you think AI and chatbots are a passing trend, you should know it is only going to be more of the norm. Chatbots don’t need to take mandatory breaks. They can service your questions for as long as you need them without getting annoyed when you are slow to type. Chatbots are getting better at responding to customer questions and providing support that is as good as or even better than a human support person. These bots now have personalities and can even crack jokes from time to time when it is needed.
Chatbots are learning where potential customers are in their buying process to ensure they can help them with the right information at the right time. If you’ve come across a chatbot that was not giving you the best customer service, this is likely to be an out of date bot. The developments now make it almost impossible for people to tell the difference between a bot and a live support person.
Your customers don’t want to be another faceless person in the crowd which means they require companies to provide them with greater personalization. Not only do they want you to know their name when you send them emails, but they want relevant promotions vs. blanket promotions they don’t really care about. Personalizing promotions, sales, and other emails and communications with customers is going to continue to be the bar, and the more you rise over it, the more business you are likely to get. You can not only personalize with their name and for ads, but you can help them with further education through your blog when you know more about them. Providing them with other ways to get value from your company will increase their customer loyalty. Customers want to be loyal to brands these days, but you usually only have one shot with people before they move on to someone else if they didn’t love the help you provided to them. Making sure you give the best sales and customer support to new customers right away is key to developing a loyal consumer.
You Need to Be Everywhere
If you are only showing up on one channel like on Facebook, people get a weird vibe and think you are on the small time. It would help if you got in front of people on various platforms with your content, so they know you are an authority in your industry. After performing quality control on your data hygiene by leveraging an email verification
system You can email them, send out social media posts, messenger campaigns and any of your other favorite methods of marketing Being everywhere doesn’t have to be as difficult as you think. Once you understand the language of each platform, you will be able to create content that fits each one of them. When you create content that is tailored to each platform and keeps your audience’s needs and desires in mind, you will win on each platform for a full out success on social. Social media isn’t the only place you need to put activate. It would help if you also looked at display networks, content marketing through your blog, ebooks, white papers and more. If you can get people to download your content, they are likely to find you later on their computer.
Don’t fall behind on these marketing trends. Get started today, so you don’t miss out on the excitement of leveling up your business. Businesses that take advantage of these latest developments will get out in front of the rest of businesses that only start implementing late in the year.
As we said earlier, you don’t need to be great at every one of these strategies, but you do need to pick one and get amazing at it. Before throwing darts based on assumptions or what works for other companies, reach out to a local b2b marketing agency to discuss the right way to position your marketing and sales goals that best server your companies growth goals through capitalizing on the trends taking place right now.