If you studied some marketing in school like I did, you might have heard about the 4 Ps of marketing : Product, Price, Place and Promotion.
The concept of 4Ps of Marketing no longer matches the way of marketing that currently works.
Let’s talk about the 4E’s of Marketing instead:
—> Experience: your business is not about the product anymore. It is about the experience and the journey that your audience goes through, right from the point when they first interact with your brand to the point of them becoming a customer and eventually a loyal fan
—> Exchange: The price of your offering matters little if the perceived value of what you are offering is 10X more than the price you are asking. For example, if you are a relationship coach and your advice saves someone’s marriage, it’s well worth it!
—> Everyplace: Your business can no longer survive if you depend on only one channel for reaching your audience. You got to be omnipresent so you are always top of the mind for your audience.
—> Evangelism: I spoke about this in the earlier point, but the way a marketing funnel looks is changing. You can no longer depend solely on new leads to run a business. You have to put more effort in making sure you provide the best service and turn your existing customers to lifelong fans who become your referrals and evangelists.
Let’s look at the 5 Digital Marketing trends for 2019:
1. Conversational Marketing
Conversational marketing is a form of marketing used by businesses to help shorten the customer journey; from awareness to purchase, get to know the customer better by asking relevant questions, and provide a customized and personalized experience.
Conversational marketing means you are delivering the right message, to the right person at the right time, with the right information every single time.
Your audience wants to have conversations on a channel that is best suited to them. They don’t want to be forced to call a phone number to get in touch with your business when they could just send a message.
The easiest way to start implementing conversational marketing in your business is by using Facebook messenger bots.
A Facebook messenger bot is a software that lets you communicate with your customers and leads inside of the Facebook messenger. Think of it like Email Marketing, only a lot quicker. You can read my post on Facebook messenger bots here.
Get started with a free mini course on Facebook messenger bots here.
HubSpot recently experimented with delivering content offers via Facebook Messenger and saw some incredible results – the test saw a 2.5X increase in open rates and 6X the number of clicks when compared to email.
2. The Increase in use of Audio
You already know that the use of video marketing has been exponentially growing since 2017.
So what do I mean by the increase in audio?
Do you listen to podcasts?
I listen to podcasts every single day. I don’t watch videos on Facebook or Youtube everyday. That’s just me, but this is also true for people who are short on time.
For example, I work full-time as a digital marketing strategist, and also work on the side as an automation strategist while blogging part-time. I don’t have enough time in the day to actually sit and watch videos, so I listen.
If someone were to message me, I’d be more inclined to reply during work hours if it was an audio message.
I love courses that have the mp3 version along with the video version of the lessons.
In this article on CMSwire, Tanya Chopp, content marketing manager at Voices.com, concurred. “If you don’t have an audio marketing strategy, now is the time to start. Studies, such as this recent one from Edison, show that podcast listenership in the US is skyrocketing.
Plus, these audiences are affluent, well-educated, and committed to the content. They are also more likely to have in-home assistants like Alexa and Google Home, allowing them to access content they love while they get ready for work, cook, clean and/or unwind,” Chopp said.
3. Micro Moments
Micro-moments are intent-rich moments, that can take place in various phases in the customer journey. Micro-moments could be discovery moments, research moments and even purchase moments.
Google calls These “I want-to-know,” “I want-to-do,” “I want-to-go,” and “I want-to-buy” moments as “micro-moments”. Google’s introduced these micro-moments in 2015, and Jay Baer mentioned “mapping customer micro-moments” as one of the seven hottest content marketing trends for 2017.
There intent- rich moments can drive buying decisions because these are reflexive moments when someone might turn on their smartphone with the need to act on something, learn something, do something or even buy something.
These moments don’t necessarily take place in a linear funnel, although these are important moments in the buyers cycle that provide businesses an opportunity to shape the decision making process in this intent-rich moment.
The buyer journey is a combination of micro moments across different channels and devices with a different intent in each stage.
The key to micro-moment marketing is to be able to provide value in those few seconds of interaction that the prospect has with your business.
The key is to also to be able to identify these moments in your niche and then create a strategy across multiple channels.
Google identifies 4 key micro-moments when a someone turns to a device to act on a need:
When you think about how we make our purchase decisions, yes, they are based on research, but there are these intent-rich moments where we either Google something, or discover a brand on insta stories, and these moments drive our purchases.
The best way to take advantage of this in your marketing is to start becoming aware of these micro-moments for your audience and being available for your audience across different channels, during these micro-moments.
Tools you can use to implement this: Facebook Stories, Instagram Stories
4. Omni Channel Approach
I mention this in the next point as well, but a funnel is never linear. At least not anymore.
The old funnel would be something like this:
- Get people to opt-in to your lead magnet
- Take them through an email sequence to build the like, know and trust factor
- Share your offer in the emails, and after providing enough value, take them to the sales page
- The person now becomes your customer
The reason why this funnel is a thing of the past is because, people no longer open emails. Also, not everyone who sees your lead magnet for the first time might want to register. Some people are more comfortable with other channels than email.
So, what if a person sees your opt-in page but doesn’t opt in?
Well, you retarget them with ads.
What if someone subscribes to your email sequence, but does not open your emails?
You send them a message on Facebook using Facebook messenger bots, or you invite them to join your Facebook group.
People might leave your linear funnel at different stages, the best way to increase conversions is to get them back using a multi- channel approach, that is connecting with them on different channels, the ones more suited for them, and bringing them back into the funnel, exactly at the stage where they left.
It looks something like this:
Because your subscribers are not going to open your emails if you don’t focus on having multiple touch points with them.
Join my free Facebook community here.
Once you have someone’s email, you need to be able to get them to join your Facebook group, follow you on Instagram, read your blog article or watch your videos.
Facebook ads can get new audience into your world, it is YOUR job to keep that audience engaged and provide awesome value to them so that they stay.
5. The Marketing Funnel is changing
When you think of a funnel, you probably think of that inverted triangle with your audience entering your funnel at the top and then going through different phases of the funnel such as becoming brand aware, cold leads, warm leads, hot leads and then finally becoming your customer and moving out of the funnel.
Well, that’s not what it is anymore.
Think of the new funnel as a sandglass ⏳
Leads become customers and move into the second part of the glass, that’s where the magic happens.
Think repeat customers, loyalty, referrals and advocacy.
This part of the funnel is most valuable to your funnel and your business. This is where you build your tribe. This is the part that helps you SCALE.
And you know what, it’s so much cheaper to move your customers to this part than to go out looking for leads and converting them to customers.
Hence up-sells works so well!
If you are an online service provider, there’s a high chance your business runs on referrals.
So you already know how important it is to move your customers from just being your customers to becoming loyal fans.
Here’s the interesting thing though.
We already know this works. We know it’s so much more easy to convert our customers to a community to advocates, and yet we spend most of our time creating that lead magnet, that webinar , all the things for the front end of the funnel and don’t spend enough time creating emails that nurture, chatbot sequence for client support and accountability, making sure we provide value to customers and the audience that is already a part of our community.
What do you think is the biggest marketing trend for 2019? Let me know in comments below!