The world of digital marketing is constantly evolving, driven by shifting consumer behavior and the emergence of new platforms and content trends. At the beginning of June, I participated in the DigiMarCon California conference where I had the opportunity to attend a thought-provoking talk titled “The Age of BS – Understanding the Current Landscape” by Maresa Friedman, a Fortune 100 Business & Marketing Strategist.
Digital marketing, also known as online marketing, leverages the power of the internet and various digital communication channels to connect companies with their potential and existing clients, facilitating effective promotion and engagement. The session led by Maresa shed light on several key insights for companies to be aware of when working with their marketing team to create or adapt successful digital marketing strategies.
Navigating the Changing Digital Marketing Landscape
Maresa highlighted the shifting landscape of client behavior and its impact on digital marketing strategies. Traditional social media platforms such as Facebook, Snapchat and Twitter are witnessing a decline in user engagement, while emerging platforms like TikTok, Instagram and LinkedIn are experiencing significant growth. This shift underscores the importance of understanding and targeting the platforms where your target audience spends their time.
LinkedIn is the biggest professional platform in the world, and according to Sprout Social, businesses that utilize LinkedIn for marketing purposes generate an average of 277% more leads compared to those solely engaged in Facebook marketing. Additionally, surveyed B2B marketers attribute 80% of their social media leads to LinkedIn. When utilized appropriately, LinkedIn proves to be a highly effective marketing tool that has the potential to elevate your business to new heights.
Companies often try to tackle all platforms at once, wasting effort on platforms that aren’t going to respond well to the content being posted. It’s important to stick to your strengths and target the ideal clients and consumers. Having a marketing team that understands your company values, targets, client base and platform presence will give you a personalized marketing approach and help achieve successful results.
Unleashing the Power of Video
Trends on social platforms are in a consent cycle of change. A recent big trend is the rise of video content and the decline of static content. Audiences are showing a significant decrease in engagement or interest with static content, while the demand for video continues to surge.
This emphasizes the need for companies to promote video as a prioritized marketing tactic to engage current and interested clients. In fact, adults spend a substantial amount of time each day consuming social videos, making it a powerful tool for marketers. Our clients see excellent results from video marketing and view it as a powerful tool to reach their targeted audience, gaining interactions that they don’t get with static content alone.
Building genuine connections with the audience has become increasingly important. To capture this, we suggest creating authentic and human-focused content. An example is the use of client testimonials. Having a user of your product or services speak about their positive experience is a great way to connect with your targets.
Take a moment to reflect on your current digital marketing strategy. Are you effectively targeting the platforms where your audience spends the most time to generate leads and connect with decision-makers? As consumer behavior evolves, so should your approach. Embrace the rise of video content and prioritize it in your marketing tactics. If you’d like to learn more about expanding your marketing efforts, whether it’s through building or revamping your digital marketing strategy, exploring the power of video marketing, or achieving results, we’re here to help. Reach out and contact us today!