HubSpot defines digital marketing quite simply as: “any form of marketing that is done online.”
Whether it’s leveraging search engines, email, websites or social media, it’s absolutely crucial in this day and age to capitalize on this digital landscape to engage your nonprofit or ministry’s current and prospective donors/attenders.
Today on the blog and podcast, The A Group CEO, Maurilio Amorim, details his thoughts on 5 Digital Marketing Trends in 2019:
- Marketing is becoming more omnichannel
Omnichannel content is the creation, management, and delivery of content to multiple marketing channels in a cohesive, customer-centric way.
Instead of utilizing different platforms to communicate several different messages, organizations are now seeing the most value in communicating one cohesive message through various channels at once. Where multi-channeled content marketing fails to understand the customer journey (sending various different messages through different outlets), omnichannel content marketing repurposes the same content among many channels, therefore creating a more seamless and impactful experience for the end-user.
- Ranking in organic traffic is more challenging
As you probably know, ranking in organic search is getting more and more difficult. Algorithms change, competition and prices are rising, and it requires a lot of intentionality and strategy to ensure you have the right pieces of the puzzle in place.
On top of that, now that Google allows for more sponsored ads in search results, the first organic post now appears about 700 pixels lower than it used to be before the emergence of search result ads.
Trends we’re continuing to see brands use to help organic search are utilizing inbound links, intentional keyword use and tags in content (and if you happen to have content already created but it doesn’t utilize relevant keywords, simply refresh your post and re-publish to watch those page views soar).
- PPC is getting more expensive
The question is not “should we pay for digital ads?” but instead, “how much should we allocate toward digital ads?” While the landscape is getting more and more crowded, this also means you may notice an increase in the cost of your clicks due to competition.
Fun tip: Try finding unique ways to stand out with your ad placement, like utilizing Instagram Story ads and Facebook Messenger ads.
- Focus on conversion, not traffic
There are some extremely valuable tools that can help you convert the traffic that comes to your site. Now more than ever, you can count on technology (like artificial intelligence, chat bots, etc.) to carry the weight of a lot of your initial leads.
While traffic is great, if you don't have the right tools in place to take the user through the intended journey, your conversions/potential donors will suffer.
- Targeting and customization
We’ve all noticed the ads on social media that seem to be reading our minds and activities, right? It’s a little scary at first. But it all boils down to organizations simply using various technologies to target and customize their advertising to the people who they know are in their target market.
Customization in your communication (whether it be in your emails or ads) is becoming increasingly important. Ads can now be so targeted and specified down to the nitty gritty details of your audience. Be sure to capitalize on data and all that your targeting capabilities have to offer, and you can then customize each ad for its unique audience, speaking to their unique pain points.
If your organization is ever in need of a digital marketing makeover, contact us to chat. You could be one email away from simply existing in the digital space, to utilizing everything this digital age has to offer working toward the growth and impact of your cause.