Marketing trends by 2018

To learn about marketing trends in the coming year, the key is to observe consumers. As consumers are changing the way people behave, companies and marketing teams must adapt to them.

In the following eight marketing trends for 2018.

  1. Content Marketing

Content Marketing remains one of the keys to turning visitors into customers. Consumers are looking for information in different formats and on different channels at the same time. In 2018 we’ll see how content teams will integrate: designers, radio, video, social networking and other different formats.

According to the Demand Gen Report study, 47% of consumers saw 3-5 forms of content before starting a shopping process.

We must invest in a multi-format, multi-channel strategy where the same content is presented in different channels and formats in order to respond to the diverse needs of consumers.

  1. Customisation

As we already know, content marketing is and will be one of the main axes of marketing strategy in 2018, and to this we must add: a personalized experience for each type of client in particular.

Enterprises need to move away from fixed content and move towards dynamism that is responsive to different customer characteristics, i. e. towards intelligent content.

  1. SEO in all its formats

Aligning your SEO strategy with your content strategy is one of the best investments you can make for this new year. The key is to optimize the content in all available formats: videos, images, social networks, etc. You have to invest in SEO before creating new content. In this way you ensure that you increase your chances of converting.

  1. Videos

According to statistics, in 2017 90% of all content shared by users on social networks was in video format. Brands that are not using video as part of their social media strategy should start now.

  1. Livestreaming

In social networks, live streaming is gaining great relevance. According to Facebook, users spend 3 times more time watching live videos teen videos that aren’t anymore. Live videos are a great opportunity to increase interaction with your customers or users, generate added value to your brand and integrate new formats for your digital strategy.

  1. Automation of internal process

If you work in secure marketing you use some kind of automation software to manage social media publications, send emails or track your prospects.

Nowadays, every company must have a CRM that allows it to identify business opportunities, generate automatic emails, schedule meetings with customers in a single click, etc. If you’re wasting time on manual activities is because you’re not doing something right, there are tools to automate almost everything.

  1. A.I. (Artificial Intelligence)

For many people. The words artificial intelligence may sound like something from a futuristic or distant movie, although you’re probably already using it every day. If for example you have asked Siri about the weather, you are already a user of artificial intelligence. Although it can be considered as something of the future, within the next 12 months we will see an increase in its integration with most of the tools we use on a daily basis.

  1. Chatbots

Chatbots are a good example of how automation will make a big impact on the way you do business in this year. Chatbots or “virtual assistants” provide customers with real-time responses at any time as a support chat. After Facebook Messenger opened its API, many companies started testing these tools. This wizard allows you to automate repetitive tasks so that customer support teams can focus on adding value.

Steps to Define a Basic Sales Process

To define a sales process that is profitable, successful and effective is challenging. Therefore, it is necessary to build a marketing flow that works, that is replicable and scalable as required by the company for the sale of greater volumes of products.

The sales process consists of a series of steps that aim to take the clients from the state of “prospect” to the state o “clients in the portfolio”.

Steps to define the process

  1. Review the successfully closed agreements

We must check the contracts or agreements that were closed successfully in order to reflect on it by making a series of questions:

  • Which ones were the steps to follow during the process?
  • Which ones were the contact points with the customer?
  • How long did the process last?
  • How long did it elapsed between each phase?
  1. Turn the observations into an example

Each sales process is different, but there are commonalities that can be distinguished that, although they may be a bit generic, are a good starting point. During this step, not-listed and relevant stages to the construction of this overarching framework should be included in the previous sections.

  1. Define actions to move the clients to the next stage

Our goal during this step is to figure out why the potential clients go from one stage of the process to another one. We must identify the reasons for the progress of the prospect.

  1. Replicable in time

One of the more important aspects to keep in mind is that the design of this process, although it delivers good results, will never be terminated. At first, after the research, some adjustments may be required due to unforeseen situations or exceptions that were not addressed. In the long term, the sales

team must find ways to work more efficiently, within the addressed framework for the process, that will evolve the sales process.

Measuring of the sales process

After answering the question “how to define a sales process?”, as the plan is implemented, it will be necessary to identify which are the key metrics that must be quantified at each stage.

Such questions may be asked:

  • How many prospects were achieved? How many were lost in a determined period of time?
  • Which is the average time spent by the potential clients in each stage?
  • In which sections can this process be accelerated?

These are the measurable basic aspects that can be found in the vast majority of sales teams. It is very likely that there are other specific metrics, according to each business line, that will be very useful for measuring the stages of the process, for identifying the success achieved, and for improving them.

Automatically selling during holidays

Have you ever planned your vacation, but still do not know what to do with the management of your e-commerce? Having an online business has its advantages over physical trade, but it also has its obligations like having to “open 24 hours a day”. This shortcoming is easily resolved if you have a digital marketing strategy which enables you to sell automatically. All you need is to have a marketing strategy capable of selling automatically, having your workflow ready and also, having the generation of blog content and social networks being correctly programmed. It is advisable that you do not close all your notifications and also, follow in some moments what is happening. Connect now and then to go through the sales and publications of your followers on social networks.

Recommendations to enable you achieve your selling strategy automatically:

Have an Inbound Marketing strategy. This intelligent marketing strategy includes marketing automation and sales automation in its workflows; it has fully automated ways of proceeding without the need for emailing or send manual information to potential customers.

The inbound marketing is based on three phases: visibility, capture and loyalty. The first phase attracts visitors and they become unknown users in the capture phase (after offering engaging and personalized content to the prospectus) thereby creating a portfolio of leads which will be qualified and prepared for sale. Once there is a sale, Inbound Marketing strategy does not stop here since the most important thing is loyalty and getting prescribers.

Plan and program the publications in social networks and blog. Don’t forget to offer the content your customers and users expect every day.

Create a calendar of publications that will be posted automatically, the same with your content blog. In this way, your followers will not fail to have news related to your products and they will not feel your absence. There are several tools that can help you create scheduled publications: Hootsuite, Spredfast or Buffer.

Keep in mind the orders. Even if you have an Inbound Marketing strategy able to sell automatically, you have to know that the orders still require someone to make them. So you have several options: Dedicate one hour daily (not more than) to review the shopping carts and make the orders as it is usually done, leave this task to someone you trust to completely concentrate on your vacation, or Hire a company that takes care of this small task of activation and control of the orders. Another option, although less advisable, is to make a note or email to your clients warning that the order will be delayed a few days due to the vacation (you can even do some kind of promotion or discount for the inconvenience).