We are living in a world where change is the inevitable truth of life. Especially online.
Every day we are experiencing changes.
Things are getting better and better each day.
From wooden wheels in the ancient period to steel wheels and now the alloy wheels today.
People are changing, customers are changing and so their needs.
For better balance we marketers also need to change our marketing strategies and provide the best value we could to this world.
And this article is all about the future of online marketing so we adapt to new things faster and easier and still make a dent in this universe.
According to a research done at dialogtech, half of all online searches will be voice searches by 2020.
Voice enabled device interaction is becoming a part of customer’s day-to-day routine.
People are now searching through smartphone’s microphones or device with a screen or other devices like Alexa or Google Home.
But what’s the problem? You ask.
Well, this can reduce your website traffic massively.
They can easily get the information they seek directly on the (SERP) search engine results page in the form of answer snippets.
See, all the basic and important information is here only. You don’t need to go to this site for getting your answers.
Another example is answer cards.
You can literally get all the information here along with other related queries.
Well this is all about visual results.
Imagine what will happen when all the answers will be audio based from Alexa or Google home.
Pretty terrifying right?
The voice search revolution is dramatically altering how potential customers engage with businesses and continued change is expected in coming years.
Marketers who optimize their SEO for voice searches will gain the advantage in today’s new landscape.
To better optimize your site for voice search you should know one strange result found in the researches.
Voice search queries are longer than their text search.
They tend to be three-to-five keywords in length, and they tend to explicitly ask a question, characterized by words like how, what, where, who, why and when, with the expectation that the search engines will provide an answer back.
In fact, a study done by dialogtech nearly 20% of all voice search queries are triggered by a set of 25 keywords.
Some of the tips for marketers to optimize their website and its content for voice searches.
1. Write content on your website in a natural, conversational voice that answers the questions your potential customers are asking.
Website content in the era of voice search isn’t about keywords, it’s about latent semantic indexing (LSI) which is the context related to answering a question.
You can use this tool to get a bunch of LSI ideas for your content.
2. Focus on user intent and their question-based queries.
It’s very important to understand the intent behind a query and how both you and the search engine can deliver more accurate results based on the anticipated context.
Develop content as well as latent semantic indexing keyword lists to include longer tail keyword phrases to reach users at each stage of intent based on the types of questions they are asking.
According to a research done by wearesocial there are 5.11 billion unique mobile users in the world today and its growing on an alarming rate.
Most businesses aren’t optimized for the mobile web, and that’s a problem.
See how mobile responsiveness is affecting your business growth.
While most of the visitors are on mobile nowadays, you also need to adapt in this situation.
Since smartphones and tablets are taking over and if you’re not optimizing your site for mobile visitors, you are likely losing a bunch of money on the table.
I get it, you are not a developer, you can’t alter in your wordpress theme or write html codes for that.
Here’s the solution:
Get a website developer on sites like Fiverr or Upwork and ask to make your website mobile friendly.
Or best of all get a premium wordpress theme with in-built mobile responsiveness feature.
Interactive Visual Content
People nowadays are used to visuals.
Thanks to Instagram, YouTube, Tiktok and all the social medias with visuals.
There’s a reason why people spend so much time on Instagram.
On an average Instagram users spend 53 minutes on the platform.
This shows where the world is heading right now and how it’s going to affect online marketing or Internet marketing.
If your website is all text based then get ready for your business to be left in the dust.
The things you can do to make your content interactive is to add as many visuals as possible.
Be it images, infographs, screenshots, videos, etc…
Researches shows humans are hard wired for visual content.
But for online businesses, Infographs are the best.
Since it fulfills the need for visual content on your site making it interactive for visitors.
It is easy to understand more complex information in shorter amount of time.
And best of all, it increases your chances for getting backlinks.
When people like your Infographs they will use it on their site with source linking back to you.
And we all know how important link building is in this competitive area of SEO which helps in ranking higher on Google search result.
Here’s the definition of infogrpahic from Wikipedia.
“Infographics are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly”.
Look at one of the greatest example of Infograph here.
Source: Market domination Media
Pretty long infographic right?
This single infographic gave that website thousands of backlink and referral traffic over time.
Even I’m using that infographic on my site and giving a do follow backlink to that website which is helping it rank higher on SERP ( Google search result ).
PDF: Here’s the step-by-step guide to infographic creation.
Creating Data-driven Content with Proof
Before going in detail I would like to ask you an honest question.
Why do you read a blog?
Because you trust the blogger and more specifically his/her amount of research, advice, and step-by-step definitive guides.
And that is actually the perfect blogging strategy. Now the secrets have been revealed.
Alright, coming to main point for the future of online marketing, data-driven content with proof is the most powerful thing you can ever do to your content marketing strategy.
“When you include data with proof in your content, readers perceive your content to be more valuable, more authoritative and more trustworthy.”
In fact in 2012 Facebook studied human behavior and social media. Facebook easily manipulated the emotions of 689,003 users without user’s knowledge.
And these results are still applicable today.
What Facebook did was, it removed either all the positive posts or all the negative posts from user’s timeline to see how users would react.
What they found is quite surprising.
Positive responses from friends yield a positive response from the users. The converse is also true.
So what is this teaching?
This is showing that people like and trust on things which other people likes and trust.
Especially when the likability comes from proven place like researches, from scientists, surveys etc…
Here’s some of the ways to add proofs -
- Academic Studies. These are the best form of social proof.
- Quotes from celebrities.
- Specific dates, facts, numbers.
- Visual photos, charts, graphs, etc…
- Metaphors and Analogies.
These are some of the ways to make your content data-driven and built with proof.
This builds KLT factor on steroids. KLT is simply Know, Like and Trust.
When people consume stuffs which are backed by science and research which other scientists and researchers have verified, readers get a sense of trustworthiness.
Studies have shown that the average modern adult attention span is somewhere between 2.8 and 8 seconds.
And if you can’t hook your readers in that shorter amount of time then they are likely going to leave your site and go to other’s site.
And stick to the one who hooks them right off the bat.
Content marketing in itself isn’t a new concept. But incorporating storytelling to get brand messages across is one of the newest online marketing trends.
After all, who doesn’t like a good story?
In fact, according to a research done at Stanford University, "stories are remembered up to 22 times more than facts alone."
Stories are 22 times more memorable than just plain facts and are a good way to communicate your brand’s message.
That’s exactly why lot of brands are focusing on crafting compelling stories which have an emotional appeal.
They are getting prepared and adapting with the future of online marketing.
“The most powerful person is the world is the story teller. The story teller sets the vision, values and agenda of an entire generation that is to come.” – Steve Jobs
A great example of storytelling is the marketing of iPhones. Their story was so great that even today iPhones are considered as a social status symbol.
And this is one of the greatest reasons why people are so crazy about iPhones.
Story telling is one of the most powerful tactics of marketing which Steve Jobs knew way back earlier and it’s never going to stop.
Just look at his Here's to the Crazy Ones ad from 1997.
Story telling was, is and will be the primary gear of successful marketers.
The future of online marketing is adapting to the omnichannel approach.
By “omnichannel” what I mean is multiple channels which are driving you visitors to your site and ultimately customers.
It can be your search engine optimization (SEO), social media, email marketing, running ads, joint ventures (JVs), you name it.
In fact, according to a research done hubspot they found out 90% of all marketers say social media marketing alone has increased their business exposure.
This is just social media right.
I want you to take an omnichannel approach.
- From social media marketing to influencer marketing.
- Video marketing to paid ads.
- Email marketing to network marketing.
No matter what your marketing strategy is use as many channels as you can to get ahead of your competitors.
There are thousands of companies that are offering virtually the same products or services that you are.
What stands between them and you is how you market your product and how many people you are able to reach and ultimately convert them as your customers.
Go Omnichannel. Diversify. As the great marketer Dan Kennedy said - It's better to have 1 lead from 12 different channels, than to have 12 leads from 1 channel.
Find out where your customer aggregates and use that platform to your greatest advantage.
It could be Facebook, Instagram, Pinterest along with the possibilities of running ads on those platforms.
Just SEO is not enough.
As the famous saying says, “Time changes everything.”
This year is definitely bringing lots of challenges to brand owners and marketers.
But everything is conquered by humans. If we marketers analyze the history and trends we can definitely be prepared for all the challenges coming our way.
The question is, “Are you adapting to the changes?”
Let me know in the comments!