Three Digital Marketing Tech Trends to Make Use of Now

As with all technology, digital marketing tools continue to change at a brisk pace. In this article, we’re taking a look at some of the top trends it pays to be aware of, as digital marketing continues to be an important focus for businesses of any size.

Did you know that social media started 18 years ago? It’s still a young medium—especially if you compare it to television for example, which has been mainstream since the early 1960s. The tools may change but the principle remains the same—authentically connecting with your target audience will always pay off.

Google’s Helpful Content System

Here’s something that isn’t actually new, but Google’s new “helpful content system” has recently made it even more important. Creating authentic, long-form content for your website will now help you get found online even more often.

The algorithm update from Google now helps searchers find high-quality content specifically written to be helpful and educational. That is in contrast to key-word stacked content primarily created for ranking well in search engines. The algorithm aims to better reward content where visitors feel they've had a satisfying experience, while content that doesn't meet a visitor's expectations won't perform as well.

• Key Takeaway

Create long-form articles for your website (sharing them to your newsletter or social media), and focus on topics that are interesting to your prospects and existing customers. Writing valuable content using relevant keywords for your website will help improve your search rankings, and your business will be found online more often.

Short-Form Video

Video is ever increasing in its value across multiple platforms. But short-form videos that are 60 seconds or less in length are having a really big moment right now. Platforms are favouring those video “reels,” and are showing them to much broader audiences than longer videos posted to your Facebook or Instagram feed.

Even though they’re short, the videos should provide the engaging, educational value that your customers are seeking. Tik Tok may not be where customers are, but chances are they’re on Instagram, YouTube, Facebook, and/or LinkedIn. Short-form video is increasing in value on all those channels. Not sure which social media channels are most important to your customers? Ask them.

• Key Takeaway

Create short-form video content on topics that are of interest to your customers and prospects. It can help people find you that might not otherwise. Determine which social media platforms are most used by your target market, and post your videos there.

Customer Service and Social Media

If you’re promptly responding to customer inquiries via email and phone, why not on your social media channels, as well? Using social media as a customer service platform has increased as people realized they can use it to reach out to companies directly. Customers ask questions or post complaints, and companies respond.

People are increasingly expecting businesses to respond to their questions or complaints on social media promptly; not doing so can spell trouble for the reputation of your business.

Recent surveys show that 40 per cent of consumers said they expect companies to respond within the first hour of connecting through social media, while 79 per cent expect a response in the first 24 hours.

Tech tools like Buffer or Sprout Social can help you monitor your social media accounts and alert you every time there is a comment or direct message that needs attention. Using social media as a customer service platform happened gradually as people realized they could reach out to companies directly. Customers ask questions or post complaints and companies respond.

• Key Takeaway

Providing prompt and great customer service through your social media channels provides an important opportunity to engage with consumers, who clearly already have high expectations that you should be doing so.

Successfully marketing your business online is an evolving process that needs to take into account your goals, the industry you’re in, your budget, and the capacity you have—to not overextend your bandwidth. Understanding how some new technologies can help you reach your customers even better than before, and developing a solid understanding of where your target market is online, will start to pay off almost immediately. ▲

Jean Beale is a partner with Intersection Digital, a Vancouver-based agency that develops and manages digital marketing strategies to help organizations connect with their audience.