Inbound marketing has changed the way most businesses operate on the Internet. It has forced them to abandon the old style interruptive tactics and made them provide tailored content that their customers want. Like any strategy, inbound marketing trends will change from year to year. As 2014 comes to an end it is time to look forward to the New Year and identify the inbound marketing trends that smart companies will engage in to grow their business.
Content Marketing Becomes (Even) More Vital
At the heart of inbound marketing is fresh, relevant content that your customers dearly want. Producing valuable content has become the number one priority for those companies that have embraced inbound marketing. This type of content not only allows your business to build trust with your customers, but it also helps to expand the reach of your message as the content is shared across social media. To take advantage of this inbound marketing trend, you must create valuable content on a consistent basis. Create a content calendar and stick to it. Experiment with different types of content and find what really resonates with your audience.
Social Signals Will Play A Larger Part In Search Rankings
It has always been difficult to place a value on a Facebook like or a retweet, but there is evidence that all of those social media engagements are playing a part in your company’s search ranking. A small part, but a part, nonetheless. This is especially true when it comes to your Google+ page. What does this mean for your business? Share valuable and engaging content on your social channels and interact with your audience in a meaningful way to boost your social signal.
Mobile Content Becomes More Important
According to Pew Research, 58% of all adults in America now own a smartphone. This number will continue to grow year over year so if you haven’t already created a mobile strategy, put this near the top of your 2015 list. Any business that monitors inbound marketing trends will be wise to produce content that is mobile-friendly. To get started:
Monitor your analytics to see the percentage of your traffic coming from mobile and the flow they are taking on your website.
Use responsive design for your mobile site to ensure your content will display optimally on any size screen.
Make sure your call to actions are easily identifiable and can be clicked on with even the largest finger.
You Will have To Diversify Your Social Media Efforts
New social media platforms pop up every year, giving businesses a chance to connect with their audience in a new way. Smart marketers take advantage of these networks with a strategic approach. Don’t jump on every social media bandwagon that comes along! Determine where your audience hangs out, and take the time to learn how the platform works. The content that works for you on Facebook is going to be different than the content your audience connects with on Instagram. Find creative ways to adapt your message for each platform and your audience will thank you for not spamming them!
The lesson here? Marketers can stay relevant in 2015 by adapting their content to fit their audiences’ online habits and preferences. Focus your inbound efforts on creating fresh, valuable content to engage your audience across many platforms and screens to stay top of mind and make an impact. Businesses that provide the most value with a seamless experience will win in 2015.