Digital marketing across the globe has undergone a substantial transformation over the past few years, becoming an increasingly important medium for providing prospective customers with a satisfactory online brand experience. Inbound marketing is rapidly developing towards different directions in 2015, while also departing from others and rendering some practices obsolete. A huge number of companies nowadays are utilising inbound marketing strategies that include content marketing and social media to outreach their target audience and increase brand awareness.
With inbound marketing trends changing dramatically, businesses have to consistently adjust their strategies for maximum conversions. Read on to find the latest inbound marketing trends in 2015.
1. Companies Will Integrate Mobile Optimisation into Their Strategies
According to statistics, a whopping 78 percent of all mobile searches for local business information result in a purchase. What’s more, Google has publicly announced that mobile optimisation has now become an important factor that broadly impacts their ranking algorithms. But despite search engines putting more emphasis on the importance of having a mobile-responsive website, only 11 percent of all websites have been mobile-optimised in 2014.
In 2015, a lot more companies will finally incorporate mobile optimisation into their inbound marketing strategies to deliver a satisfactory, customer-centred experience. We can expect to see not only fully mobile-optimised websites, but also mobile ads, and even separate mobile content designed for shorter attention spans. On top of these, companies will start gradually introducing a mobile social media strategy that focuses on how mobile users consume and interact with social media posts.
2. Content Marketing Will Become More Important Than Ever
Consistently creating valuable content has been a major priority in 2014, and also one of the most efficient ways to establish authority and drive traffic. Various reports show that 92 percent of business-to-business marketers implemented content marketing strategies in 2014, and up to 42 percent of them have reported to generate more qualified leads. Quality content responds to users’ needs and can possibly attract wider audiences, which will determine online marketers to re-allocate budgets to content marketing in 2015.
Content marketers will be struggling with finding ways to produce content that stands out. Predictions say that video content, research-intensive content and case studies will give content marketers an advantage over their competition due to delivering information differently. Short-form mobile content will also become increasingly important due to being easier to consume for mobile users, hence offering a better overall experience.
3. Traditional Email Marketing Will Become Smarter
Although email marketing is an important part of inbound marketing, very few companies have succeeded building a solid email list in 2014. While sending out company newsletters could easily entice customers into joining your mailing list, users are now wary of handing over their email addresses due to having spam content delivered to their inbox. In 2015, traditional email marketing needs to become smarter in order to determine users to join your email list.
Changing the types of content you send out is the primary step you must take for this purpose. White papers and free eBooks tend to generate more qualified leads and potentially increase your sales. Sending out high-quality content that delivers value will contribute to establishing you as an industry leader, and consumers will be more likely to choose your services and products over your competitors’.
Email marketing will no longer be about sending more emails. More companies will start to realise that creating better emails that provide quality content will be the key to effective email marketing in 2015.
4. Brands Will Interact with Customers on a Personal Level
With thousands of users joining social media networks every day, many companies will realise that customers are interested in sharing experiences rather than interacting with corporate-sounding lingo. Building solid relationships with both prospective and existent customers will be of paramount importance in 2015, as it will enable you to successfully interact with your target audience on a more personal level. Humanising your brand will subsequently result in audience growth, brand loyalty, happier customers, and higher conversion rates as well.
Creating customer engagement on social media will eventually result in creating a sense of comfort while also enabling you to convey expertise, knowledge, and experience in your particular industry. This, in turn, will contribute to building a solid online reputation that will make your social media campaigns more effective, with a greater number of users responding to your calls-to-action.
5. Brands That Implement Pushy Social Media Campaigns Will Die Out
Many businesses assume that “social selling” refers to creating social media campaigns with blatant calls-to-action that encourage users to click through a link or make a purchase. But pushing out your products and services through social media platforms can negatively impact your inbound marketing strategy in 2015. Surviving amidst other social media campaigns vying for attention involves attracting customers and not pushing them, and brands failing to understand this will eventually alienate their fans and followers.
We should expect to see more businesses trying to catch customers’ attention and entice them into making a purchase without pushy social media campaigns in 2015. The focus will be on implementing an effective social media marketing strategy that allows users to easily consume and interact with posts and campaigns.
6. SEO and Social Signals Will Be Inextricably Linked
As one of the three pillars of SEO, social signals play an important role in organic search results. Search engines are looking to deliver the most relevant and valuable content to Internet users, which prioritises the number of social shares an article or blog post receives, making it an important contributor to websites’ ranking. The more social shares a piece of content receives, the higher its quality and value must be, which results in search engines ranking it higher.
On top of its inextricable link with SEO, social shares will constitute an important trust signal in 2015. When visitors and prospective customers see the huge number of social shares your content has, their interest will increase a great deal, as it likely has something of value. Encouraging social sharing will become critical to your Internet marketing strategy, so installing specific social plugins and utilising other such tools will be of utmost importance to your success.
Staying up-to-date with the latest inbound marketing trends in 2015 is of absolute importance to increasing conversions and reaching out to your target audience. Allocating money to social media, content marketing, and email marketing will be necessary to ensure that you are making the most out of your efforts. Don’t forget about the necessity of humanising your brand, which will create more customer interaction and generate a lot more traffic as well.
Joe Ryan is the Founder & CEO of UK online marketing agency, Digital Search Group, which specialises in smart internet marketing. He is a specialist in online marketing strategy and brand building. When he’s not considering the next best online marketing strategy with his team, he enjoys travel and spending time with his family.