Online marketing is changing and I’m expecting to see some pretty amazing changes in 2015, gone are the impersonal days of the past where you could remain anonymous and still rake in the money, today the power is with your customers and they want to know you even more.
Social Media Marketing Becomes More Thoughtful
Many businesses are involved with social media just because someone suggested they should; then they do a really bad job of their social media campaigns, seeing little to no effect from their efforts. An example of this would be Copyblogger.com, which recently decided to leave Facebook. They left because even though they had many, many followers they insisted that most of them were fake and engagement was almost none existent, even though they had never run any Facebook promotions. This tells other brands that it’s okay to bail on social media when it’s not producing, or to start over when they figure out they are not using social media effectively.
LinkedIn Will Become More Important
LinkedIn will become the most important social media channel for businesses especially those involved in the B2B sector. With the advent of the ability for businesses to publish full posts on LinkedIn, you’ll see more content than on the social media network, especially because LinkedIn is helping brands promote easier and allows everyone who is connected with you to see your content and some of the LinkedIn channels will push your content to potentially millions of others outside of your network of contacts.
Twitter will become a Must Have
It’s no secret to those that know me that I’m a Twitter nut, it was the first social media platform that I really started to gain traction with and that has led to success on many levels. I believe every single business person needs to be on Twitter, it’s extremely beneficial and allows you to develop relations with almost anyone. Unlike other social media platforms you can actively grow your Twitter followers and influence. I’m also a firm believer of using Twitter to cross promote my LinkedIn profile, thus I get the benefits of two of the two most powerful social media platforms.
This update to Penguin by Google is supposed to help fight against spam better. This is good news for you as a marketer since many good business owners were being punished under the old version of Penguin. The good news is that if you were hit by a downturn in traffic after the last release and made changes, you’ll probably gain favor back with Google now that the new release has come out. This update will impact other languages more than English. But, the update itself gives those affected in the past a fresh chance, as long as they updated their sites soon after the last update.
Businesses Will Create More Content
Content is more important than ever and is still king and probably always will be. Because of that, and because search marketing and email marketing still reign, businesses will produce even more original content than in the past. The article marketing sites are over, as is reusing content on other sites. Original content is where it’s at now and businesses will take notice and produce more and more.
Visual Content Will Become More Important
If you’re not turning your data into infographics yet, and you’re not producing informative video yet, then you will be doing it in 2015 if you want stay ahead of your market. The technology has advanced to the point where barriers to entry are small, and customers are demanding more and more interaction.
Businesses Will Conduct More In-Person Events
Gone are the days where a marketer could sit behind their computer screen and not go out and been seen by their public. Sorry, but serious marketers need to get busy getting up close and personal with their audience by hosting and going to in person events. This in my opinion really helps push your forward as a marketeer so get out there and enjoy it.
Metrics Play an Even Bigger Role
Business owners are learning that it’s important to study metrics to know where to go from here. They know that they need to know whether or not the content they’re producing is creating engagement on a consistent basis, whether their efforts are producing sales and whether or not their audience is answering their calls to action. You can’t know that without an understanding of the numbers. You’ll also see conversion optimization taking a more prominent role in that it helps convert more and more of a websites existing traffic to take some form of action.
Brand Awareness Gets New Attention
Doing tasks such as guest blogging, viral video making, in-person appearances, sponsoring others and so forth will become more important, as making people more aware of your brand takes on new precedent. Business owners will spend more money to make their brand known, through native advertising and other means.
Brand Engagement Becomes More Important
That Facebook page you leave idle, that Twitter page you barely tweet on, that Pinterest account that hasn’t had a board made in months… it’s all old news and needs to be updated. If you want brand engagement, you’ll have to fight for it on a regular basis to prove that you’re in it for keeps. Especially if you’ve fallen down on the job before… so pick yourself up and get and keep active.
You’ll Pay for Reach on Facebook
The way Facebook and other social media is going, if you don’t pay for promoted posts, and then parlay the attention you get into more engagement, you’re going to lose out on the good that Facebook and other social media has to offer as each of these seek to maximize revenue from businesses.
In 2015, the biggest change in how you market to your audience will be the amount of marketing you do. You’re going to have to do it more than ever before to stand out from the crowd, and more and more creatively than you ever thought you could. Businesses will also hire more and more experts such as yours truly in 2015 to create some real traction.