The first thing you need to know is that digital marketing is moving to an omni-channel approach. You used to be able to build a business with just one channel. For example, Facebook grew by just having you invite every one of your friends to like your business page. They would take your address book and invite all your acquaintances automatically (sometimes even without your permission). That's changed. Those tactics don't work as well as they used to as online marketing has moved to a multi-channel approach that requires you to use a combination of tactics like pay-per-click, SEO, content marketing, social media marketing campaigns, banner ads and the list is never-ending. The more channels you use the better off you're going to be because most these channels are crowded and because there are so many online businesses. If your company doesn't use several of these channels, it just won't do as well in 2019. Competitors will be doing the same because they are becoming more aware of these facts as they too are looking for creative ways to gain more market share and the battle field is an ever-evolving organism.
The second thing you need to know is that you need to make sure your website has implemented HTTPS. People love reputable sources and so do search engines. Most websites at the top of search engine results these days are HTTPS secured in order to load fast and inspire confidence to their visitors.
The third one is conversion optimization. Advertising is getting more and more expensive over time and that's not going to change. The only way you're going to be able to compete and stay ahead is through conversion optimization. The more your website pages are optimized for conversions the better off you're going to be. These will help you get attention from potential new customers and will help maintain the visitors that you already have. If you don't do this, as years go on, you're going to be left behind by the competitors because they're going to spend more money than you and they're going to crush you, so focus on conversion optimization even though it's not sexy and most people don't like talking about it in marketing.
Fourth, content marketing just won't work as well anymore. Think about it, anytime you do a search most of the articles that are at the top are content marketing. Blogging is so popular and so played out that everyone is regurgitating the same information over and over again and unless you're creating amazing new information that people haven't heard before you’re not going to do well. Content marketing just won't work as easily to get links or social shares unless you're creating amazing content that is new and appealing to a wide audience.
Fifth and last: video content. When visitors watch a video, they’re engaging with it. If they're not, they might leave a comment and you can respond back. Video content is the future. People want to engage through videos. Facebook gives you more views if it's a video. YouTube gives you a ton of views and LinkedIn does as well. You need to be leveraging video. You can't take it for granted.
It comes down to being aware of the latest digital marketing trends, leveraging these strategies and you'll do much better in 2019.
