To achieve business growth, most of the companies put significant efforts and resources. However, 9 out of 10 businesses don’t reach their business goals. Why? Outdated business concepts, such as marketing funnel, is one of the reasons for this.
With new technologies being released everyday people find themselves using more and more ways to be connected to internet. This has encouraged people to keep online almost 24/7 using different devices. In addition, around 74% of US population is expected to have at least one smartphone by the end of year 2018 while the number for the UAE is 85% which translates into a lot of devices that are constantly connected to the World Wide Web. Different studies say that the average adult uses at least 4 devices a day in order to be connected to internet.
Today, social media channels are more like a hangout spot on the internet, a lot of people are always on these channels having fun, businesses saw this and started using it to interact with their customers to engage them more because always being visible makes them more relevant and leads to an increase in sales.
AdWords work incredibly well and almost lulls you into a false sense of believe. But there isn’t anywhere else where people actually complete the search/click/convert process. Not in content marketing, or social media, and even on Facebook. On the contrary, you are in front of a very particular situation where most of the visitors on your website, which might range from 70% to 90%, will leave your website without having bought a single thing and they will probably never return. And if you think this is something to worry about, you still need to continue reading.
Facebook is struggling right now to change the way people perceive it. A person who is normally using Fb in their daily life for communicating with friends and family will have problems trying to figuring out the commercial benefits. However, the average person does not know, or does not realize that there three types of profiles on Facebook:
- The personal profile which is the one that people commonly create when they enter Fb for the first time
- Groups communities that are very common for selling products or discussing specific topics or themes
- Facebook “pages” that are intended for brands and companies
It’s not new that video marketing is growing very fast and is being critical to use by marketers to increase conversion rate.
Here are some important stats to see how fast is video marketing growing:
- By 2019, video will account for 80% of global internet traffic (Cisco)
- Two-thirds of marketers and agency executives confirm that video is the next trend in content marketing (iab)
- 82% of of B2C businesses report that video has become their most popular content marketing tactic (Content Marketing Institute)
- 48% of marketers plan to add YouTube to their content strategy in 2018. (HubSpot)
- Companies using videos in their marketing grow revenue 49% faster year-on-year than those which don’t (Aberdeen Group, 2015)
For many companies, the implementation of a chatbot is about working smarter – chatbots can connect across channels, applications and devices to deliver an omnichannel experience.
But, the real value of chatbots lies in what you do with the data from conversations with customers or prospects. With bots we can analyze how consumers interact; conversation length, and nudges that lead to particular behaviors to understand the customer journey. Also, bots boost the customer experience, completing the loop on engagement and sales.
You have good content, but it just doesn’t seem to get any shares. You wrote a booming blog post, you worked for days on that video, you stretched all of your graphic design muscles to make an infographic, and no one shared any of it.
How many times have you contacted a brand and you were so close to make the buying decision, and then the answer came to you very late, after you felt that you no longer want to conduct a purchase?
On social media, people expect brands to reply instantly or after a few moments to their questions, but when this doesn’t happen, customers start getting mad and feeling ignored, then they may give brands a negative review -which we witness a lot- because “they don’t respect their customers”
As technology advances each year, the digital marketing strategies and tactics for B2B companies become more advanced and complex. On the other hand, digital marketing has proven to be a powerful tool for B2B companies to engage with their targeted audience, and retain their customers over all social media channels.
According to the 2016 B2B Technology Content Marketing report, from Content Marketing Institute "96% of technology marketers use social media content as their main content marketing tactic. By showing their personalities behind their brand and by going above and beyond to express their opinions, B2B tech companies are starting to find their particular niche to interact and establish a conversation with their target audience."