- Posted by Kayla Thomson
- On January 10, 2019
- 0 Comments
To kick off the new year, we’ve asked a number of sales and marketing experts a few questions about industry trends in 2018, and what’s to come in 2019. For this blog we asked some of our favourite marketing experts the marketing strategies and tactics they plan on using in 2019.
This is our first blog in our expert series featuring marketing leaders. This blog will address the question “What new marketing tactic or strategy that you plan on using in 2019?”
Here’s what they had to say:
I’m particularly interested in marketing that gets brands closer to prospects and customers. It’s marketing such as going to conferences and user groups, talking to customers on a regular basis, holding Webinars, and hosting dinners. I think many B2B companies have focused too much on digital marketing such as content and social media, and not enough on building relationships. If you can have real-world conversations with people, the chances of turning into customers is that much higher.
– Mark Evans, Principal at ME Consulting, @markevans
This year we’re adjusting our B2B lead generation strategy. Last year, we discussed using social media ads to point to gated informative content on a landing page (perhaps a white paper or tip sheet) that audiences could download and use. For a small and busy shop like ours, creating long-form content like this can be time and labour intensive. It’s also a long-term strategy that may or may not generate leads.
After reading this article, we are now planning to adjust our strategy from creating long-form content and instead, revisit who our audiences are. We want to understand what problems they have, and set an intention for how we can solve them. We plan on creating more articles about their marketing pain points with calls to action peppered throughout. We also plan on creating a simple landing page with an email opt-in form and sending out a series of emails on sign-up using email automation. Another tactic we plan on using is creating and sharing more expert marketing content on our blog and social media channels, preferably using more video content. We know that live videos on Facebook and Instagram do better in terms of engagement. They boost Facebook and Instagram algorithm rank as well, so we hope to find more ways to incorporate live video.
– Jennifer Paukman, Social Media and Content Specialist at Ramp Communications, @jenniferpaukman
We’re looking at the use of affiliate programs so we can partner with agencies to help them and their clients succeed. Many e-commerce businesses have referral/affiliate programs for products they sell, but it can also work for SaaS. I also think growth by engineering is a marketing tactic overlooked by marketers. How can your product be engineered and optimized for growth? This is something we will put more emphasis on in 2019.
– Vincent Panepinto, Co-Founder at Spently
For social media, I plan on leveraging LinkedIn and Instagram. Instagram is where all the attention is at so it’s best to be educating your target market there.
LinkedIn is one of the most underrated platforms – you should be posting content here if you want to build a brand. If you don’t feel too comfortable sharing video content (although you should start), utilize their new Document-sharing functionality instead.
As humans, we learn best from visuals. As a business, we spend resources creating whitepapers and ebooks, only to share them on our website. Now we can create thought leadership on a professional network with the same content. Also, LinkedIn is currently favouring posts which use the Documents feature!
For my website, I plan on storytelling with interactive experiences and using those insights to create personalized content. This can be done with a concept called Website Retargeting. Based on the actions and decisions of visitors, they will be retargeted by relevant website campaigns in the future.
– Sarosha Imtiaz, Co-Founder at Aiva Labs
I am excited about incorporating interactive pieces into our website in 2019. We’ve tried chat bots like Drift; next we will be exploring decision trees to help provide our website visitors with the right information they need.
– Kayla Thomson, Marketing Manager, VA Partners
We’re getting demos of new account-based marketing retargeting right now which could be very interesting. We love both of those things, so seeing how they can be combined is pretty exciting!
– Sourov De, Managing Partner at Stryve Digital Marketing, @Sourovde
Two things. Using native advertising to target a specific audience with relevant, valuable content. When I say native, I don’t mean Facebook, LinkedIn, or Instagram, but publisher websites where you can deliver contextually relevant content. For example, if you have an app that helps save doctors and healthcare providers time and money, target healthcare-related websites that doctors visit for health information, and show them not an ad but a piece of content about all the ways doctors can save time and money with technology (and tie the content into your app). The second thing is Influence Marketing. Most people think of Influencer Marketing as simply paying Instagram and/or YouTube people with big followings a bunch of money to promote your product – but that’s not IM done right. Most brands shouldn’t focus on these celebrity influencers, but rather on micro influencers, or those that may not have massive followings, but have influence over their audience’s purchasing habits. And in most cases, you should be able to engage micro influencers in a way that is mutually beneficial, and likely does not require any payment.
– Robert Clarke, CMO at Sensei Marketing, @robertclarkey
It’s no secret that video is a new marketing tactic that can garner powerful results. Whether you are selling a product or a service, leveraging video is a useful way to deliver information and engage your customers instantly! As digital content becomes even more dense and people’s attention spans become even shorter, a video can make all the difference in converting an interested customer or grab the attention of someone who’s buying what you’re selling. Also, video does not always need to be a sales support tool, but rather, a customer success tool to navigate your product or service. You can use video to educate your existing customers on important topics which may reduce the number of customer support requests.
– Bianca Sicilia, Marketing Manager VA Partners
What is a new marketing strategy or tactic you plan to use in 2019? Please add your feedback in the comments section below.