The evolution of marketing and technology over the years has been explosive and has no plans of slowing down. It was just a few years ago that social media started entering the marketing world, and today it is a basic fundamental practice to have a social media presence.
Every year, new strategies, ways of communication, platforms, and technology processes are sparked. Some of these fade away after a short-lived period, but when a new trend does come and stay, it can be a total game-changer. As a digital media agency in the senior living industry, it is essential that Markentum is at the forefront of these game-changing marketing trends.
With the New Year and decade upon us, Markentum is here to share three top marketing trends for 2020 and explain the benefits of each!
Trend #1: Personalized Marketing
Although personalized marketing is not a new tactic, we believe in 2020, it is one of the top trends that should be implemented into your marketing strategy.
We get flooded with hundreds of marketing messages per day- in our email inbox, while browsing online, and now, even text messages. Marketers are lucky if we [as consumers] open a select few marketing emails or text messages, or click an online ad. It is crucial to stand out and be relevant, and personalized marketing does that. Personalized marketing is the practice of using data to create targeted content, products, emails, and more, to a specific individual prospect or group.
One way we do this for our senior living partners at Markentum is by utilizing HubSpot’s tool called Smart Content. It is designed to offer a more relevant and personalized experience to users visiting landing pages and engaging with emails. With a collaborative effort from our senior living partners, we can segment contact lists to target specific individuals, personalize fields, all the way to only showing specified offers and images on a webpage. Research has shown getting an email open rate to increase comes down to personalizing it!
We also personalize our pay-per-click (PPC) campaigns for our senior living partners to target the right audience, with specific demographics, age groups, interests, and so much more. AI tools help us to know precisely where, when, and how to promote our ads, as well as discover, sort, and use the most relevant keywords, and can help find and pause or remove underperforming ads.
Not only is personalized marketing generally better received by consumers, but it improves the overall customer experience! New Epsilon research indicates that 80% of consumers say they are more likely to do business with a company if it offers personalized experiences.
Trend #2: Video Marketing
Another top marketing trend expected to continue growing in 2020 is video marketing. This trend, similar to personalized marketing, is not a new one. The reason it is expected to be more prominent for digital marketing professionals in 2020, is because of how important it has become on every marketing platform and channel.
The goal for most companies when creating and distributing content is high engagement and interaction. Content marketing strategies comprised of text-heavy emails, eBooks, and social media posts no longer cut it. Two critical reasons for this are:
- Most humans in our tech-heavy world do not have the attention span to read through pages of copy anymore
- It is damn near impossible to rank online without a video or animated graphics attached
Implementing a video marketing strategy allows you the opportunity to illustrate a brand’s story and personality, keep your user engaged, and can be easily shared across multiple platforms! These days, millions of people are watching videos, not only on YouTube but on Facebook, Snapchat, and Twitter, and that will continue to grow for years to come.
Take a look at HubSpot’s stats on video marketing:
These numbers aren’t surprising since video content is the easiest to consume. To get started in video marketing, it can be as simple as following these five steps from Neil Patel:
- Create a plan using SMART goals
- Choose a topic that you know and believe in
- Start creating the video (yes, smartphones are absolutely acceptable cameras!)
- Do your SEO research when coming up with a video title
- Use paid social media ads to promote it
Markentum understands the pivotal time that video marketing is in and how important it is to implement it in our senior living partners’ marketing strategy. We make it a priority for on-site partner visits to collect video and picture content. Even when we are not physically on-site, we encourage our senior living partners to capture video content at their communities and share with us to build out a strong marketing and social media strategy.
If you need a few ideas to get your creative juices flowing on video marketing, check out our Video Storytelling: 5 Ideas for Your Senior Living Community blog!
Trend #3: Optimizing High-Quality Content
In late 2019, Google announced some significant updates to its search algorithm, one of which was the new BERT system. BERT stands for “Bidirectional Encoder Representations from Transformers,” which means it allows users to train their question answering system, improving the way that machines learn and respond to inquiries.
To break it down into simpler terms, the BERT system has been designed to aid Google in its efforts to understand the natural language that people use in their search queries. BERT does this by helping Google process each word in the query and assigns a token to them, which in return creates a more accurate search result.
According to Google, when it comes to ranking results, BERT will help the Search function better understand one in ten searches in the U.S. in English, and since we often are using the Google Search tool to learn, we don’t always know what words to use or how to spell what we are searching for. That is why BERT is one of the best updates Google has done in years!
Check out this example of how BERT’s ability helps to understand the intent behind your search:
With the BERT model in process for the search shown above, Google can better understand that “for someone” is an integral part of the query and, in turn, provides a better you with better results for what you are searching for.
Now that we have explained what BERT is, you may be wondering if there is anything that can be done or changed to optimize for it. The answer is an easy one, no. As Danny Sullivan from Google says, “There’s nothing to optimize for with BERT, nor anything for anyone to be rethinking. The fundamentals of us seeking to reward great content remain unchanged.”
Your goal should continue to be providing high-quality content for the web. Our Markentum team has a very thought out process of researching, producing, and dispersing quality content which means that we are optimizing BERT to maximum efforts.
Digital marketing, similar to many other industries these days, will continue to evolve at a rapid speed. It is crucial to adapt and implement these and other top marketing trends of 2020 into your digital marketing strategy to stay competitive and relevant.
If you are looking for a team of experts to help navigate the ever-changing digital marketing trends at your senior living community, contact us for a free evaluation today!