The days are now gone when companies can treat social networks as a background or an additional marketing channel. Social media platforms today provide a company with an opportunity to show its value and to strengthen its voice consistently. Social networking is the perfect platform for customers to ask questions, give certificates and make air complaints. No company may ignore the importance of its presence in social media because it affects how people perceive its brand.
So what can you do to promote the success of your brand in 2019 via social media?
1. Personal branding is increasingly important for business branding
Setting a real human face to a brand name helps to build loyalty, especially in small businesses. A brand that is more related and has the human aspect naturally gains more trust, and trust is crucial to establishing relationships.
One way to humanize a brand is to encourage a company owner’s personal brand or a senior manager. This tactic has been used by many institutions through guest blogging, podcast, webinars and other publicity activities. This has become a key feature of many organisations. By helping your audiences learn about the character and expertise of company leadership, a company can build its reputation for its brand.
2. Long-form content to impact SEO
Word counts are not only the prominent impact of an article on the search engine results pages. However, SEO experts are in agreement that long-form content can provide an edge for you.
Although a high quality article with 1,600 words probably outranks an article with 500 words of a high-quality value, Google does not penalize blog posts if it fails to attain a certain amount of word count threshold. This is why I believe we see more publishers who require guest authors to submit articles with at least 1000 words or more.
I think we’re going to see more blogs that include long-form content and include them in their strategies for content. Thus, companies that have found no SEO traction in short articles could want to “go a long way” and add more comprehensive articles, rich with information and insight, both to attract readers and to give Google a more favorable reason to classify them.
3. Acceleration of personalized marketing
The pressure is stronger, as more companies dig into their data and use it to develop customized marketing campaigns that target the interests of people at different points in their purchaser journey.
Customers expect brands to customize special offers and discounts for their wishes and requirements. More enterprises need to think about targeted social media advertising and re-targeting campaigns in order to meet that expectation.
As the demand for individualized content increases, I expect that social platforms will continue to refine their targeting offers.
4. Promotion of video as the preferred content form
Live streaming continues to be a powerful way for people to participate in social media. Two thirds of all internet traffic in 2017 were streaming video, according to statistics compiled by Go-Globe. By 2020, video content is estimated to be 82% of internet traffic.
I see the prominence of the video closely linked with the first trend I mentioned–the influence of personal branding on the brand. Video enables an enterprise to face the company. It allows prospects and clients to know who is leading and operating in a company. Video provides companies with a chance not only to show what they are doing but also “who” they are.
5. “Pay to play” — the path to increased exposure
With the decreasing organic reach of business content, most businesses will need to invest in sponsored posts, boosted posts, and social media ads if they are to remain top of their minds.
Fortunately, publicity in the social media must not break the bank; a small sum of money can take a long way.
The only trend you can rely on year by year is for companies to change their approach to social media, to some extent, so that they can gain greater awareness and increase customer commitment.
The trend is that following them will not guarantee success — I advocate taking social media trends into account but evaluate them carefully and make sure you are always consistent with your brand and business efforts before leaping into your bandwagon before incorporating them in your marketing strategy.