3 Small Business Digital Marketing Trends To Adopt In 2020


The business world is always changing, a single piece of technology you ignore could be what puts you out of business today, it’s that time when you either adapt or die.

Here are three marketing trends you need to adopt:

1. Create Targeted Content

It’s time to increase your content marketing budget but this time, focus on marketing channels where you interact the most with your target audience.

You don’t need content for ten social media platforms, businesses are closing dormant social media accounts to concentrate on what works.

Your audience may not love engaging on Twitter and that’s fine, you can still get great results if they’re on Facebook.

Here’s what you can do to create targeted content:

#1. Look At Past Results

The reason you’re trying to refine your content strategy is so you do more of what works and you should start by looking at your past results.

Get previous content marketing plans and check which strategies worked and the goals you achieved.

#2. Note Your Successful Marketing Channels

Search engines and social media platforms are marketing channels, look at your analytics data to see where you’re getting the most traffic from.

If your main channels are Google and Pinterest, this should influence the kind of content you create for your site.

You’d want to publish posts that attract links naturally so your site as a unit does well on the SERPs. Pinterest is a visual platform so you can get a graphic designer to produce responsive and optimized images for Pinterest and your site.

#3. Build Your Content In Silos

When you’re just starting, it’s difficult to create content for every topic in your niche, so you can do it so it looks like a silo, a large cylindrical tank used to store agricultural products.

This means you start with content that targets a very small section of audience and as your site gains authority on that, you expand to larger sections till you have posts on just about everything in your niche.

Let’s say you run a digital marketing agency targeting small law firms. You can start with teaching SEO for those firms on your blog.

But not everything on SEO, focus on keyword research and teach how they can attract prospects to their site by mining very low-competition keywords that are easy to rank.

When you do this for a while, you’d have a site that’s an authority on keyword research for law firms, then you can expand to link building which is another aspect of SEO for those firms.

#4. Introduce A Fresh Perspective

There are hundreds of millions of websites on the internet, probably a few thousand of those are in your industry, so information overload is possible.

People want to avoid that so they stick with a few reputable sites.

How do you compete and engage your audience with fresh content when there’s probably already hundreds of posts on the same topic as yours before you even hit publish?

By writing the same topics, but with a fresh angle to it. Don’t write another generic “Facebook Ads tip” post but “Facebook Ads tips for Wix sites in 2020” presents a fresh perspective.

2. Employ Chatbots

Check any business that’s hacked logistics in their market and you’d see they have good customer service, Amazon is a great example of this.

Chatbots are a way to compete with large businesses with huge customer service budgets and here’s how to use them:

#1. Make An Order

Orders are quite straightforward processes and chatbots are a way to make them more interactive.

Get the chatbots to make the customer fill in data about quantity, shipping location and other specs.

#2. Develop Buyer Personas

If you run a business that sells domain names, you probably also sell hosting, SSL certificates and website builders so someone who just bought a domain name might need hosting.

You can use a chatbot to advertise your other products on the checkout page and even offer discounts if they buy them together to increase sales.

#3. Customer Support

You can use chatbots to address common problems your customers face, those constantly recurring questions.

Most people will still want to speak with a human representative while canned responses to their questions are already available but that’s probably because those answers aren’t engaging, you can use chatbots to fix that.

#4. Send Notifications

Chatbots are exactly what you can use to announce new features or updates to your customers and even guide them through how to apply or access these updates in your business.

3. Invest In Privacy And Security

It’s 2020 and if you’re a business that collects any form of data from customers or even regular visitors, you need to be making the necessary investments to keep them safe.

People are getting increasingly worried about their online privacy and transparency is becoming a huge factor determining the businesses people trust.

GDPR and other privacy/security laws are being passed by governments across the world so you should stay ahead of the curve and here’s how you can:

#1. Install an SSL Certificate

The presence of an SSL certificate on your site is now a Google ranking factor, so that’s the first thing you should get out of the way.

Sites without an SSL certificate will appear as insecure when browsing on Chrome and Firefox and that’s not the first thing you want visitors to see when they’re on your site, especially first-time visitors.

#2. Don’t Deceive People To Grow Your List

Make it clear why you need people’s emails and stick with it, don’t create a list to share marketing tips and deviate to pitching political ads.

#3. Protect The Kids

Kids can’t consent to the use and manipulation of their data so if you run businesses like gambling or an adult store, comply with available child protection laws.

#4. Allow People To Opt-Out

Locking people in so they continue to receive your mails without their permission is against most privacy and Spam acts.

Stick an unsubscribe link at the bottom of your mails so people find it easy to leave.

#5. Send Notifications When There Are Updates

You should continuously update your terms of service and other policy statements to keep up with the trends but don’t forget to send email notifications so you get fresh consent from people who agree with the updates.