5 marketing trends small businesses should consider in 2016

As we look ahead at what’s to come in marketing in 2016, we are seeing that major shifts in digital media are going to shape marketing strategies big and small. Increasingly, businesses of all sizes are finding frustration and failure in their marketing methods. By being aware of these 5 key marketing trends, brands can pivot in their planning – looking ever forward, rather than engaging in another year of reactive marketing.

1. 1. Continued growth of video content and video ads across all major channels – with a notable strategic increase in Facebook. In fact, some experts are predicting that Facebook will outpace YouTube. In a survey by Demand Metric last fall, an astonishing 74% of businesses reported that video content outperformed other content types in driving conversions. This fact, combined with the incredible reach that Facebook and Twitter now deliver on video content, makes video a MUST for brands in 2016.
   2. Mobile traffic will continue its trend of upward growth and will be at the heart of many of our strategic planning efforts in the New Year. We are seeing mobile outpacing desktop interactions across nearly every medium. With the rise of wearable technology, we’ll be optimizing for new screens and new content experiences.
   3. “Content shock” will continue to impact your marketing strategy – with content marketing struggling to be as effective a medium for many brands. A recent study found that the amount of content being created is far outpacing our desire for it – and our ability to consume it. Brands and small businesses will have to find new ways to stand out from the crowd through higher quality content, advertising, and strategic partnerships.Far and away, we are seeing that longer form content (4,000 or more words) outperforms shorter, punchier content again and again. From a search perspective, this content is richer, and if well written and well-formatted, will lead to longer site visits, which are signals to Google that you are offering strong and useful information.
   4. The role of the website will continue to change as social media channels encourage publishers to publish on-network. The role of the website will continue to change as well, as digital assistants such as Apple’s Siri and Google Now serve up answers to questions without sending visitors to your site – some of these digital assistants are answering questions outside of traditional search engines as well, opening a new area of optimization needs for your content. In a recent study of 8,800 brands and their marketing, Trackmaven found that brands were creating 78% more content and realizing 60% less engagement than in previous years. And that brings us to our final prediction…
   5. Your marketing will take more time. During times of plentiful business, and during times of difficulty alike, companies tend to cut their marketing budgets – a move that will invite future failure. Brands are finding that their audiences are demanding QUALITY of content over quantity – a demand that requires more time for creative and strategic considerations. We have found that customers and contractors that we bid our time for 12-18 months ago now take 20-30% more time to deliver on, due to the increasing competition across nearly ever industry. Because of the highly competitive nature of content marketing, there needs to be more time for the thoughtful and strategic distribution of the content you create – particularly if you are looking for insightful metrics to guide your future marketing efforts. Budget your time and your resources accordingly.

Small businesses seeking help in their marketing and business plans for the new year are invited to schedule a consultation and coaching session with one of our digital marketing experts – or reach out to get a quote for marketing services.

About Danni Eickenhorst:
Danni is the President of Blank Page Consulting. An award-winning marketing consultant, she is also a digital marketing instructor at the University of Missouri - St. Louis.