It’s no secret that traditional advertising has changed dramatically over the years. With the development of social media, people are getting their daily dose of advertising everywhere they go.
While this may be the case, traditional advertising still has its perks. As the name suggests, it is traditional, and there is still enormous value in being able to target the right audience and measure the effectiveness of your campaign.
The Demographics We Love to Hate
Although we are constantly bombarded with images of smiling faces and happy clients on social media sites, those metrics can be highly skewed. While any business can sign up for social media accounts and start posting, not all businesses are created equal. If you want to target the right audience and make the most of your advertising dollars, it’s vital to understand key demographics.
With a little bit of research, you will be able to identify exactly who you should be targeting. According to HubSpot Blogs research, here are the top demographic trends that will continue to affect B2B marketing in 2018.
1. Customers Come First
In a world where customer engagement and satisfaction become increasingly important, businesses of all shapes and sizes are learning to prioritize their customers’ needs and wants over a profitable business model.
Customers are researching businesses and buying products and services before they even know what they are. With the development of AI and its ability to learn from previous consumer interactions, businesses are able to gain a better understanding of their customers’ needs and expectations. As a result, companies are taking a more personalized approach to their interactions with customers, which in turn, increases the likelihood of a positive customer experience.
To put this into practice, businesses are moving away from mass advertising and towards customized marketing strategies that target individuals based on their interests, hobbies, or demographic.
2. Content Is King
With the continual increase of video content, whether online or on social media, content reigns supreme. According to HubSpot Blogs research, 76% of consumers have watched video content in the past month, and 71% intend to do the same in the future.
This can be a challenge for marketers since video content can be difficult to measure. While you can track the number of website visits, views, or shares for videos, it is more difficult to track the impact of a video marketing campaign. To continue our analogy, it’s like trying to measure the effectiveness of a TV commercial without a control group. What is important is not the quantity of views, but rather the quality of those views. In other words, did those views lead to purchases?
Even if you can’t measure the results of a video campaign, you can be sure that it was worth it. Videos can be a fantastic way to communicate a business’ message in a more personal, transparent, and authentic way. People want to feel like they are gaining valuable knowledge or entertainment from the content that they are viewing. When done right, video is an effective, authentic, and inexpensive form of advertising.
3. Mobile First
Although we all have devices to distract us from the tiny screens on our phone, the average consumer still spends more time on their mobile devices than they do on their computers. If you want to engage with your audience, whether through social media, emails, or text messaging, you need to have a mobile-friendly website or app.
If you are wondering “How can I make my website mobile friendly?”, you are in the right place. According to HubSpot Blogs research, 66% of consumers prefer to use a mobile phone to access the internet. This makes mobile devices a vital part of any marketing plan.
With more and more consumers finding value in mobile phones, it is essential that business have a presence on these platforms. Otherwise, you are missing out on a potential customer base. Furthermore, mobile phones allow for more personalized interactions, which can lead to greater customer satisfaction.
4. Sharing Is Caring
The era of social media is now, and sharing economy, social media, and digital marketing have all adopted this “caring” mindset. When people share and express caring for others, they are more likely to receive similar treatment. This is why companies like TikTok, which is owned by TikCorp and valued at $18 billion, have developed a platform that rewards users for sharing and caring.
According to Venture Beat, “TikTok users are able to access a variety of content, including videos, memes, and games. In addition, users can customize their own profile page with photos, videos, and more.”
To apply this to your business, you need to create social media accounts for your team members. Set up a Twitter account for your company, and try to use the platform as much as possible. When you do use it, make sure that you are showing your followers that you care by sharing valuable content that will interest and motivate them to remember your brand. If you want to encourage your customers to share and like your content, you can let them know that you appreciate their support by giving them free stuff. This is a tried and tested method that has worked for many companies across the world. It shows that you value their opinion and that you want to keep them as a satisfied customer. By being transparent about your appreciation, you build a better connection and trust with your customers. For example, if you are running an eCommerce store and you notice that a lot of your customers are sharing and liking your product reviews, you can craft an article reviewing the best products your team has discovered and then include a small blurb about how much you appreciate their support.
5. Authentic Conversation
Instead of relying on marketing materials and slick ads to garner interest and gain traction for your business, you can actually have a conversation with your customers. Not only does this demonstrate that you are more human and approachable, but it can also increase the likelihood that they will be converted into a lead or a sale. Marketing automation and AI make it easier to stay in touch with past customers and to gain a better understanding of their needs and interests. With these tools, you will be able to craft personalized emails or messages that will encourage them to engage with you further.
6. Video Content Is On The Rise
According to HubSpot Blogs research, video content is on the rise, and consumers are driven to online video resources by a desire to increase their knowledge, learn new things, and be entertained.
These resources include a variety of platforms, such as YouTube, which is the most popular video hosting site, Vidyard, DailyMotion, and Vimeo. Additionally, consumers can access online video courses via platforms like Coursera and Udemy. Finally, consumers can read informative articles about a variety of subjects on websites like Quora and Medium.
To apply this to your business, create video content about your industry and the products or services that your business offers. Be entertaining, be informative, and make sure that all videos align with your business’ goals and objectives. The best videos will engage your audience while also making them feel like they are accomplishing something valuable. Additionally, try to incorporate video into your social media marketing strategies. While it may be difficult to measure the results of a video marketing campaign, it is still relatively inexpensive and easy to produce. So, even if you can’t measure it, you can bet that it did not cost you much to make.
To stay connected with your audience, create regular videos to post on your social media accounts. This will engage with your audience while providing you with content for future videos.