Internet Marketing

Digital Marketing Trends to Help Your Business Succeed

As a business owner, you should familiarize yourself with the latest digital marketing trends to gain the upper hand on your competitors. Tactics that once yielded sales or conversions may now prove ineffective. So, consider the following digital marketing trends to help your business succeed in 2018.

According to a study conducted by Infusionsoft, social media is the most popular digital marketing channel for businesses, with nearly half of all business owners using the platform to attract leads and generate sales. Infusionsoft researchers say Facebook is the leading social media channel with 75.1 percent usage, followed by Instagram with 37.6 percent usage, Twitter with 35.1 percent, LinkedIn with 22.8 percent and YouTube with 21.4 percent.

To reach a large audience on Facebook, you should consider using the network's paid advertising service, Facebook Ads. Relying strictly on organic methods of social media marketing isn't going to work. Facebook's organic, non-paid reach for commercial content has declined over the past few years. This means businesses owners must use Facebook Ads to reach their target audience.

Video marketing is a powerful digital marketing strategy that's expected to gain momentum in 2018. Unfortunately, though, research shows that only one-quarter of small business owners use it. If you fall under this category, you should invest the time and resources into creating high-quality videos for your business. By publishing relevant videos on YouTube, social media and your website, you'll connect with prospects on a deeper level.

Don't underestimate the importance of automation tools in your business's digital marketing efforts. Most professional marketers say lack of time is the biggest challenge facing their digital marketing strategy. Logging in and publishing every Facebook post by hand, for instance, is a monotonous and time-consuming process that can be avoided with the right tools. Social media management and customer relationship management (CRM) software are just a few tools that can help your business automate many of its marketing tasks.

If you want to succeed with your digital marketing strategy in 2018, you must embrace the mobile revolution. According to comScore, 95 percent of Americans own a cellphone and 77 percent own a smartphone. Furthermore, there are now more mobile internet users than desktop users. Whether you're promoting your business on Facebook, AdWords or elsewhere, you should focus on attracting mobile users.

Contrary to what some business owners believe, email is still a relevant and effective digital marketing channel. According to Constant Contact, every $1 a business spends on email marketing generates roughly $38 in return. It costs very little to acquire prospects' email addresses. And once you've obtained their email addresses, you can send them promotional messages.

Embracing the digital marketing trends described here will give your business a head start this year. However, it's important to monitor and adjust your marketing efforts accordingly. If a strategy or channel isn't working, consider switching to something new.

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