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Dec

14

2017

5 New Year’s Resolutions for Digital Marketers in 2018

If you’re like me, learning new things gets you pumped. After all, professional development isn’t just one of the core values at Mojo Media Labs — it’s my favorite core value. After attending #INBOUND17 a few months ago, not only did I gain a fresh perspective by attending the conference as a Marketing Automation Specialist for the first time, but I also became extremely excited about what’s on the horizon for digital marketing in general.

We’ve already started implementing some of the things we’ve learned — like establishing proper criteria for A/B testing, researching chatbox solutions, etc. — but it got me thinking: what should every marketer be thinking about in the near future? Since 2018 is quickly approaching, here are my five New Year’s Resolutions for digital marketers:

1. Commit to Using Fewer Landing Pages

Facebook Messenger.gifWhat, no landing pages? Trust me. Forms have their place, but today’s consumer is moving more and more toward the convenience of services like Facebook Messenger. Don’t just take my word for it, though. Here’s what HubSpot CMO Kipp Bodnar had to say in his article How Buyers Want to Talk to Your Business in 2018: The 3 Channels You Need:

“The form, for example, is slowly starting to date itself. While it serves an important purpose in certain use cases, it doesn't always meet the needs of today's buyers; for example, when they need information quickly, across different devices, or in the online ecosystem they're using.”

It makes sense. If you put yourself in the mindset of your buyer persona, would you rather fill out a quick form on Messenger while you’re on Facebook, or go to a landing page and then fill out a form? These additional steps are getting more and more inconvenient (and are ultimately bad UX), as most of us consume digital media on mobile apps.

2. Focus on Engagement, Not Just Forms

T5LX9Lk2-1.pngDidn’t I just say forms have their place? Yes, but the point here is that you can gain tremendous insights about the people visiting your website if they don’t even fill out a single form. With account-based marketing and account-based advertising, you can track company information and how contacts from those companies are engaging with your website. This is why HubSpot invested in account-based marketing firm Terminus (a Mojo partner) last year. If you’re not getting on the ABM bandwagon, you’re missing out on all those people who don’t fill out forms on your website. (Think of the ratio between your website visitors and contacts and you’ll have a good idea on what this number is!) To go back to the New Year’s Resolution analogy, forms are like a good basic training program, but engagement is like boot camp. The results are worth it.

3. Start Talking More... with Chatbots

chatbot.gifThink chatbots are just going to be a cute little 2018 New Year’s trend? Think again. Gartner predicts that by 2019, “20 percent of all user interactions with the smartphone will take place via virtual personal assistants (VPAs).” That’s a big number and it’s actually good for both marketers and our target audiences. People get the answers they need more quickly and, since they’re mostly automated, it saves us lots of time. The only question is, how do you get one? Well, for us, we’re definitely going to be using HubSpot Conversations, a multi-channel, one-to-one, scalable communications tool that will roll out in 2018.

4. Pursue Interactive Content

LW-Header_Infographic-Legos.gifNew Year’s Resolutions are all about trying something different. Interactive content is surging in popularity, not just because people love interacting with things, but because it’s becoming more accessible for marketers. We don’t need to know how to do advanced coding, web development or complex animations because content creation software like Ceros makes it easier than ever. This means we can start being more innovative about our content marketing strategies. As Forbes puts it in its article 7 Tech Trends That Will Shake Up Content Marketing In 2018, “creating interactive graphics, videos, and apps not only makes for a more engaging content marketing strategy, but it also lays the groundwork for future experiments in VR/AR.”

5. Don’t Do More Video… Do Better Video

When infographics started gaining in popularity, the market got flooded with them. There are infographics about everything from strange British traditions like toe wrestling to marketing and sales love stories. This isn’t to say infographics are bad, they were just being used too often (quantity over quality). Video is at risk of following the same path. If we just focus on doing more video, we’re going to basically spam our target audiences and it will be another content channel they will eventually ignore. Instead, we need to be smarter with video, even personalizing them with tools like Vidyard. If we can get our video to stand out, it will make more of an impact than if we simply churn out as much video as we can. Check out this video for some tips on this:

There you have it! Even if you just work on one or two of these New Year’s Resolutions, your marketing will be in better shape for 2018. 

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