Happy Holidays from us to you! We can’t believe it’s December already! It’s been an incredible year. I’m astounded that this is our last Vlog of 2019 – our 27th to be exact! We’ve done our best to cover the marketing universe for all of you watching. We’ve been studying the analytics from this year and will come back in 2020 with a bit more focus, based on those results.
For our final vlog of 2019, we’ve created our Marketing New Year’s Resolutions. More specifically, opportunities and adjustments marketers must make to keep pace with the industry.
- Update SEO to Optimize Voice Search Results
As voice assistants become main stream, our SEO strategy MUST be updated. The statistics are incredible. Many experts expect 50% of all searches to be voice search next year. People type and speak very differently; you must consider the semantic differences in queries when updating your keywords and content development. We won’t get into the specifics, but Search Engine Journal is a great resource for more information on the topic.
- Live Streaming
Every social media platform has added Live Streaming over the past few years and to truly engage your customers and prospect communities you should be leveraging that feature. Overall engagement significantly increases when leveraging live streaming and you can easily repurpose the video into smaller snip its, podcasts, blogs, etc. It’s a win-win for everyone.
- Zero Clicks Search Results
Similar to voice search, zero-click search results are becoming the new norm as well. Zero-click searches refer to SERP (Search Engine Results Page), which answers queries within the results and the user doesn’t need any further clicks to complete the search. This is great for users, but bad for marketers as users no longer need to hit your site for results. Here is an example of a search for George Washington’s date of birth.
If that is what you were searching for, the result requires zero clicks, hence the term. If you haven’t optimized your SERP SEO strategy, now is the time.
- Review & Update Your Omni-Channel Strategy
As marketers, we must provide a seamless customer experience, regardless of channel or device. Our prospects and customers engage with us in a variety of ways. They can access products and services by calling us, using a mobile app, browsing our website, interacting via social media, etc. Each piece of the customer’s experience should be consistent and complementary. We’ll be taking time in the new year to review our customer journey, analytics, segmentation, content & messaging, use cases and emerging channels our prospects are leveraging to enhance our omnichannel strategy.
- Live Events
In-person interactions with customers and prospects are still you’re best opportunity to drive interest and shorten sales cycles. Take some time to access the events that best serve the communities you serve and budget accordingly. Each event model provides different value propositions, so be sure to understand not only what community the event serves, but as important, what opportunities you’ll have to interact with prospects and customers. Putting on my sales hat quickly, I highly recommend you check out our calendar of Executive MindXchange events. Our event model is completely different from typical tradeshows and conferences, with a value proposition centered around Return on Relationships and peer-to-peer inspiration where the standard powerpoint presentation has been ditched in favor of driving content and best practices through collaborative hands-on workshops. Check out the link below for a full list of Frost & Sullivan Executive MindXchanges.
As always, we hope we were able to provide some food for thought or a nugget of valuable information you weren’t aware of prior. From our family to yours – we wish you a healthy and happy holiday season and an incredible New Year!
We’ll see you again in 2020! Until next time – remember to grow your brand…and drive demand!