Just being on the front page doesn’t matter anymore.
With the speed of technological and communication changes today, the modern marketer has far different goals than even just a year or two ago.
If you’re just focused on writing a good blog or having a good social media presence, I hate to break it to you, but you’re behind the times.
Keep reading to learn 3 ways to modernize your marketing in 2019.
Voice Search Optimized
Voice search like Alexa and Siri are changing the game, and here’s why…
According to ComScore, It’s estimated that 50% of all searches will be done by voice in 2020.
Voice technology is becoming so important that even appliance companies like Whirlpool are partnering with Amazon and Google to incorporate their voice search and technology into their appliances.
So, if you’re ignoring voice search, then you’re going to be falling behind.
When someone does a voice search, only one result comes up. There’s no prize for second place. It doesn’t matter if your 2nd or 52nd — if you’re not first, you’re not seen.
How does the modern marketer deal with this?
But not just any longtail keywords. Conversational keywords. Your content needs to be optimized for the kinds of things people ask Alexa and Siri, the way they’re most likely to ask them.
According to Ahrefs, longtail keywords are “unpopular” (i.e., low Volume) and highly‐focused search queries that convert exceptionally well.
When you’re planning your content, imagine how someone would ask you about it in person. Or imagine how you would ask Alexa or Siri to get the answer yourself. You’ll be surprised how different it will be from the relatively clinical queries we usually type into Google and focus our SEO around.
Neil Patel has always been on the cutting edge when it comes to SEO. He consistently ranks on Page 1, and often in the top 3 for just about any keyword related to SEO, one of the most competitive keywords out there.
But he hasn’t just stayed on top of normal search SEO. He’s helping to pioneer voice search SEO.
To stay on top, he’s focused on a few long tail keywords like, “What are the best SEO tips?” He ranks number 1 for almost every variation of those keywords, and if you ask about SEO tips with voice search — he’s what comes up.
I highly recommend you check his article on voice search out here if you want to learn more about what he’s doing to stay on top of the voice search game.
A Combined Arms Approach
Marketing in 2019 requires a combined-arms approach. Just as the military is more effective when multiple branches work together, so is your marketing.
Formats and channels
Blogging, social media, and videos are still important aspects, but they’re just that… aspects of a whole.
You need to develop a system of video, text, streaming, and live events that work in concert with each other to capture your audience wherever they are.
If you only focus your attention on one format or one channel, then you’re potentially missing out on a huge swath of customers.
You need a clear goal
This kind of combined-arms approach can be complicated. So, for it to work, you need to have a clear goal and strategy in place guiding everything.
What you don’t want is three entirely different and separate ecosystems. Instead, you want a clear message and voice across all your platforms that drive traffic through your ecosystem from one of your sources to another.
You want your content to be like those annoying twins who always dress and act alike. Don’t be fraternal twins where one pursued soccer and the other dance.
That being said, you do want to tailor your content for the platform and the audience that’s there, but it should all have a similar voice that is undeniably you.
AWAI does a great job of this. Their core message is that they want to help people make money as writers. They want to help people achieve financial independence with writing, and you can see this message hammered home on every platform. Twitter, Facebook, their site, their blog — everything they put out is undeniably them and has that same focus and goal.
Wendy’s is another good example. Their social media team is hilarious, we’ve probably all seen the tweets that come from their account. They skirt the line of almost being off brand, but they know their market, and they’re trying to appeal to a younger demographic, so they ham up the comedy on Twitter, and aren’t afraid to be sarcastic to trolls.
But you’ll notice they only do this on Twitter and to a lesser degree, Instagram. Because that’s the tone of those platforms. If they tried to do the same thing on Facebook, it wouldn’t be received as well, and if you look, you’ll notice that on Facebook, Wendy’s maintains it’s fun demeanor but is a little less sarcastic.
Just like how you may speak one way to a client or boss and joke around very differently with your friends you want to tailor your voice to the audience of the platform you’re on. But it all still needs to sound like you. This is a bit of a tall order, but if you can master this, your brand will stand head and shoulders above many others.
Consumers have gotten wise to us marketers and our funnels. They can sniff out when we’re trying to get some money out of them.
And as you can imagine, that’s making funnels less effective.
Customer journey is taking over funnels
Funnels have become such business-as-usual that consumers have gotten pretty used to them. Many can see them a mile away and actively choose whether to put themselves in them. They’re not the behind-the-scenes force they once were.
Most people don’t mind being taken through a funnel if they feel they’re getting enough value out of it, but if your audience feels manipulated or doesn’t feel like they’re getting enough value from your content, you’ve lost them.
How do you make sure the customer feels they’re getting enough value? By not focusing on the funnel.
HubSpot calls this kind of customer-focused approach flywheel marketing.
Focus on the customer experience. Give your audience more options in how they progress through your funnels. Niche down and give your audience the option to choose what they want out of it.
Take Hulu, for example. If you have ever made a Hulu account recently, then you’ll know what I’m talking about. They take you through several questions about your favorite shows, genres, and movies when you’re first setting up your account.
They don’t do this to limit what you can watch, and they don’t really hide the fact that they’re going to use this data to advertise new shows to you. But that’s just it — they know that you want to hear about new shows you may like, but they give you the choice of what kinds of things you’re shown. You get to choose what funnel you’re put in.
They let you choose the kind of experience you want from their platform, and don’t force you down a one-size-fits-all approach.
Don’t try to wrestle back control. Let them guide you and focus on making them want to be in your marketing sphere.
Autoresponders and chatbots are very popular, and they’re great, but people today are pretty good at telling when a message or email is just a mass market message.
This can be murder to your conversion rates.
Sure, there will be people who click through or act, but that’s usually when the person didn’t need much convincing in the first place.
If you send an automated email about a new toilet paper delivery service you’ve just developed, and someone in your audience just realized they’re trapped in the bathroom with no more toilet paper, then you can bet they’ll respond. But that wasn’t because of your finely crafted email.
These tools aren’t bad, but they’re often relied on too heavily.
That said, other people’s loss is your gain — because that means true personalization stands out. If you can make your audience feel like you’re sending them a personalized message, they’ll be far more likely to respond.
Just last week, I received a handwritten postcard from one of the founders of a conference I’m going to, telling me they were excited to see me. For all I know she sent one of these postcards to every person going to the conference, but that little bit of personalization stood out, and you can bet I’m going to find her and say hi when I get there.
Prioritize your audience, and you can turn that customer into more than just a sale today. They’ll become a loyal follower for years to come.
Marketing is evolving faster, and faster as new technologies and methods of communication and connection come out. But one thing stays largely the same, people. People want to be heard and helped, and they don’t want to have to work hard to get it.
If you can find them where they are and make their desires and problems the focus of your marketing, then you’ll succeed no matter technological changes come your way.