Part 2: 2013 Trend Predictions for Local Business Marketing

Posted by: Chris Marentis

Part 2: 2013 Trend Predictions for Local Business Marketing

Do’s
Don’ts

Happy New Year! I hope everyone had an awesome holiday. Now, let’s start the New Year off right by moving onto the second part of our three part series on 2013 trends. We’ve already covered the rise of email marketing, now we’ll move on to the next trend that, if used properly, will help you dominate your market in 2013.

Now, we all know social media has become important for businesses this past year. Business owners have started to realize how engagement on social media networks can be a great way to spread content to current and potential customers and validate your business as an expert in your industry. But, if you thought 2012 was the year for social media, think again. Social signals have become even more important for SEO ranking. You’re going to see dramatic shifts from people using social media to connect with friends to business owners competing for new clients and better search rankings. Those who fail to recognize and utilize ALL social venues in harmony will be left behind. But don’t worry, I’m going to tell you exactly how to use social media as a profit generator and all you have to do is take my advice and put it to action.

1. It’s key to create great, original content that is heavily shared. You must appeal to your audience and you can’t get away with just using the right keywords. How do you do this?  By keeping up with real-time events and post content that your target audience wants to see. Be creative with it. Don’t always post links to articles, your audience will eventually become sick of it; try questions and images. According to a LinchpinSEO infographic, image posts on Facebook receive a 39% higher interaction rate than other posts and posts containing questions generate 92% higher comment rates than posts without questions!

It’s still important to have a consistent brand mission and vision, but social media is the exception. Large- scale campaigns can’t react fast enough to the social media realm, so make sure to take time out of your day to catch up on trending topics and share those topics to your viewers.

2. The next step is to make sure you are holistically blending all of your marketing efforts simultaneously. Sure you may have set up a LinkedIn, Facebook, Pinterest, and Twitter account. But are you making sure that they are working together?  Having a consistent message across all venues will become increasingly important.  Savvy marketers will use all of the data collected from their social media activity to better segment emails (which we discussed the importance of in our last blog entry).

3. Digital marketing plans can no longer be an after-thought. Most small businesses still don’t set aside an appropriate budget, and they see a huge loss in revenue. Revenue generated from digital marketing should be at about 30%. Unfortunately, many small businesses are at below 15%.

So as the New Year begins, make some changes to your marketing plan and set aside some of your marketing budget toward social media campaigns. Spending a little now, will result in a boost in profits for 2013.

Keep a look out for the last part of this three part series early next week. I will be focusing on Google searches going local and new marketing technologies to watch out for…you won’t want to miss it!

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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