As the late summer heatwave continues in San Diego, businesses that are conducting operations outdoors amid the coronavirus pandemic are facing challenging and unprecedented times. Local businesses are feeling the heat- literally, with triple-digit temperatures- and to maintain profits during the worst economic downturn since the Great Depression.
If you’re a local business owner, you can warm up your prospects by exploring the 4 hottest digital marketing trends of 2020.
Voice search
Did you know that 20% of searches conducted on Google are voice searches? As smart devices like Alexa, Siri and Cortana become more popular, this trend will only continue to grow into 2021. What does this mean for your small business?
You need to optimize your content for voice search. But how?
You should think of optimizing your content for voice search similarly to optimizing your website and blogs for search- by putting yourself in the shoes of the searcher. What are they asking and how are they asking it?
There is, however, a critical distinction in optimizing content for voice search: we phrase a search in Google differently than when we ask Alexa. For example, a person looking for the nearest vegetarian restaurant in San Diego may search “vegetarian restaurant San Diego” on Google, but would ask Siri, “where is the closest vegetarian restaurant?” When you’re optimizing your content for voice search, think of the phrasing people may use when asking the question and use long-tail keywords that people would be more likely to speak than type.
Interactive Content
A savvy marketer is already focused on interactive content. This allows the user to control the content and personalizes the experience and what they consume.
Polls, quizzes and questions are great examples of interactive content. A fun poll or quiz that allows people to express an opinion is a great engagement tool, and if done as a lead magnet on your website, is also a great way to buff up your email list for future campaigns. The best interactive content is engaging, shareable and gives your brand personality.
Other kinds of interactive content taking over are:
- Augmented reality (AR) and virtual reality (VR)
- Shoppable posts (Instagram has a useful integration with Shopify)
- Interactive video
Video marketing
Video will continue its reign in 2020, so if you haven’t already added it to your creative strategy, you’re behind!
When you use video, keep your audience in mind by employing short clips that personify your brand image and voice. Video can be effective on social media, websites and ads, but remember: people don’t like feeling like they’re being sold to. Instead, video is a great way to communicate your story, what you stand for and how your product or service can solve a consumer’s problem or fill a need. Your video warms them up before you ask them to take any kind of action. When you do put out a strong call to action, if you’ve targeted your ideal audience correctly, you have established enough trust and brand identity that they are ready to act.
Micro-influencers
Influencers bring followers into their day to day lives, sharing content about their passions, hobbies and regular activities. If you’ve never considered working with an influencer because of the price tag, you may want to reconsider- recent research suggests that 70% of teenagers trust smaller influencers more than celebrities. Pro-tip: if you haven’t worked with an influencer before, be sure to find one that you are comfortable with representing your brand. Appointing an influencer essentially makes them a spokesperson, and what they say and do reflects on you and your business.
72% of customers would rather learn about a product or service by way of video.
KWSM has an in-house video team that will help give your brand a human face and generate the results you’ve been looking for.
CONTACT US to learn more about adding video to your digital marketing strategy.
