[This article was written by Steven.]
Consumer behaviors and technology are always evolving. As a result, what works and what doesn’t is constantly changing in the marketing world. What was once innovative and fresh is now archaic and ineffective. Emerging trends present new opportunities for growth and profit-boosting.
For a small business, learning from market leaders is the best way to build a marketing strategy. Here are some of the upcoming 2020 inbound marketing trends your small business can use.
Influencer marketing has become a profitable industry in recent years. While this marketing method is still thriving, people are looking at new approaches to refresh and grow their reach.
Some of the best marketing agencies have started working with micro-influencers. Micro-influencers have anywhere from 1,000 to 500,000 followers. While the numbers are lower than traditional influencers, the engagement tends to be higher. This equates to more trust and brand awareness, which makes for easier conversions.
Look for micro-influencers in your niche and local area to capitalize on this inbound marketing strategy.
Guest Posting and Backlinking
SEO still plays an integral role in inbound marketing. One of the most effective ways to boost SEO is through backlinks to your content from other reputable sites.
Guest posting on other sites plays two roles. It primarily boosts your SEO by building notoriety and relevance with Google. Guest posting also builds brand awareness and helps you establish your business as an expert in your industry when it’s attributed to your brand.
As this can be a time-consuming endeavor, many small businesses outsource their content creation and guest posting efforts to freelancers and outreach experts.
Mobile and Voice Search Optimization
Having a mobile-optimized website is no longer a luxury; it’s a necessity. Having a stagnant site from the early 2000s that is near impossible to navigate from a mobile device is inexcusable.
In 2020, upgrade your site and ensure that it’s not only mobile-optimized but offers a great mobile user experience. During this time, you’ll also want to optimize your content for voice search, With the prevalence of smartphones and home assistants, more consumers are using voice search to discover businesses.
For example, rather than typing “coffee shops” into the search bar, consumers often ask Siri or Alexa, “what’s the best coffee shop near me?” While the answer may be the same, the context is different. Optimizing your site for both keywords in short form as well as proper questions will boost your rankings for 2020 and beyond.
When it comes to content marketing, it’s time to stop reinventing the wheel. Revisit the content you’ve published previously, and look at how it can be repurposed. For example, if you have a series of blog posts that share information about podcasting, put them together into an opt-in ebook that can be used to grow your sales funnel.
Get creative with your content. Videos can be translated to blog posts or podcasts and vice versa. Ebooks can be translated into mini-courses and other lead generation tools.
Hyper-Segmentation and Email Marketing
Personalization plays a huge role in the future of marketing. Use your email marketing tools to hyper-segment your audience and really drill down into their demographics and behavior. Set up a series of automations that trigger when certain actions are taken. Retarget disengaged prospects to encourage them to move through your sales funnel and convert.
By adapting these inbound marketing trends into your 2020 plan, you’ll set your small business up for success in the new decade.
Steven is an IT consultant who helps digital businesses reach their full online potential. Steven is passionate about programming and IT consulting. His current focus is helping SaaS businesses create a better world for our kids. He frequently writes about the latest advancements in the digital and tech industry.