DIGITAL MARKETING

Latest Trends in Digital Marketing for SME Owners

WRITTEN BY JACK BARRON | JANUARY 15, 2023 | 8 MIN

Digital marketing refers to the use of digital channels such as social media, search engines, email, and mobile apps to reach and engage with customers. It has become a crucial part of any business’s marketing strategy in today’s digital age. For SME business owners, digital marketing presents an opportunity to level the playing field with larger competitors by reaching a wider audience and engaging with customers in new and innovative ways.

However, the digital marketing landscape is constantly evolving, with new trends and technologies emerging all the time. It’s important for SME business owners to stay up-to-date with these trends in order to remain competitive and take advantage of new opportunities to grow their business. By staying on top of emerging trends in digital marketing, SME business owners can ensure that they are maximising their marketing budget and effectively reaching their target audience.

Content Marketing

Content marketing is becoming increasingly important in digital marketing as businesses seek to attract and engage their target audience. By providing valuable and relevant content to their audience, businesses can build trust and establish themselves as thought leaders in their industry.

There are various forms of content marketing, including blog posts, videos, infographics, social media posts, and more. Each form of content has its own unique benefits and can be used to target different types of audiences. For example, blog posts are great for providing in-depth information and building a loyal readership, while videos can be used to showcase products or services in an engaging way.

When it comes to content marketing, some businesses are doing it exceptionally well. For example, HubSpot, a software company that specialises in inbound marketing, has built a massive audience by creating valuable content such as blog posts, eBooks, and webinars that help businesses improve their marketing efforts. Another example is Red Bull, which has built a massive following by creating exciting and engaging content such as extreme sports videos and events.

In summary, content marketing is an essential part of any digital marketing strategy. By creating valuable content that resonates with their audience, businesses can build trust, establish themselves as industry leaders, and ultimately drive more sales and revenue.

Personalisation

Personalisation is a growing trend in digital marketing that helps businesses connect with their audience on a deeper level. By tailoring marketing efforts to the individual needs and preferences of their customers, businesses can build stronger relationships and increase the likelihood of repeat business.

There are various ways businesses can personalise their marketing efforts, such as through targeted ads, personalised email campaigns, and personalised website experiences. For example, targeted ads can be used to show relevant products or services to customers based on their search history or interests. Personalised email campaigns can use data such as past purchases or website behaviour to send targeted and relevant emails to individual customers. Personalised website experiences can include features such as product recommendations or personalised content based on a customer’s browsing history.

Some businesses are using personalisation effectively to improve customer engagement and drive sales. Amazon is a prime (see what we did there?) example of a business that uses personalisation effectively, with features such as personalised product recommendations and targeted email campaigns. Starbucks is another example, with their mobile app that allows customers to customise their orders and earn rewards based on their preferences.

Personalisation is a powerful tool for businesses to connect with their audience on a deeper level and improve customer engagement. By tailoring marketing efforts to the individual needs and preferences of their customers, businesses can build stronger relationships and drive more sales.

Video Marketing

Video marketing is rapidly becoming one of the most popular and effective forms of digital marketing. With the rise of social media and mobile devices, video content has become more accessible and easier to consume than ever before.

There are various types of video marketing that businesses can use to engage their audience, such as product demos, brand videos, and social media stories. Product demos can be used to showcase the features and benefits of a product in an engaging way, while brand videos can be used to tell the story and values of a business. Social media stories, such as Instagram and Snapchat stories, provide a more personal and authentic way to connect with customers.

Many businesses are using video marketing effectively to reach and engage their audience. One example is Dollar Shave Club, which gained widespread attention with their humorous and entertaining brand video that went viral. Another example is Nike, which uses emotional and inspiring videos to promote their brand and products.

Video marketing is a highly effective form of digital marketing that businesses can use to engage their audience in new and exciting ways. By creating engaging and relevant video content, businesses can capture the attention of their audience and build stronger relationships with their customers.

Check out the video Invoke Media created for Dentistry by Cure Clinics, a private dentist clinic with a difference based in Fulwood, Preston:

Influencer Marketing

Influencer marketing is becoming more mainstream in digital marketing as businesses seek to reach new audiences and connect with customers in more authentic and relatable ways. Influencer marketing involves partnering with individuals who have a large and engaged following on social media, blogs, or other online platforms, to promote products or services.

There are various types of influencers that businesses can partner with, such as micro-influencers and macro-influencers. Micro-influencers typically have smaller followings, but their audience tends to be more engaged and niche-specific. Macro-influencers, on the other hand, have larger followings and can reach a wider audience, but their engagement may not be as high. Both types of influencers can help businesses achieve their marketing goals, depending on the target audience and marketing objectives.

Many businesses are using influencer marketing effectively to reach and engage their audience. For example, fashion brand Revolve has built a massive following by partnering with influencers in the fashion and beauty industry, who promote their products to their large and engaged audiences. Another example is Gymshark, a fitness apparel brand that has used influencer marketing to build a community of fitness enthusiasts and promote their brand through social media.

Influencer marketing is a powerful tool for businesses to reach new audiences and connect with customers in more authentic and relatable ways. By partnering with influencers who have a large and engaged following, businesses can leverage their influence to promote their products or services and drive more sales and revenue.

Conclusion

In today’s digital age, digital marketing is essential for SME business owners to reach their target audience and grow their business. As the digital marketing landscape continues to evolve, staying up-to-date with the latest trends is crucial for businesses to remain competitive and take advantage of new opportunities.

In this article, we’ve discussed several emerging trends in digital marketing, including content marketing, personalisation, video marketing, and influencer marketing. We’ve seen how businesses can use these trends to attract and engage their audience in new and exciting ways, and we’ve provided examples of businesses that are using these trends effectively.

We encourage SME business owners to experiment with these emerging trends and see what works best for their business. By trying out new strategies and tactics, businesses can stay ahead of the curve and find innovative ways to reach their target audience.

If you need help implementing these trends in your digital marketing strategy, don’t hesitate to contact us for assistance. We can provide you with the expertise and resources you need to take advantage of these emerging trends and grow your business.

JB
Jack Barron, Director

Jack is passionate about marketing and helping small to medium-sized businesses thrive. As Director of Invoke Media, he is responsible for overseeing the planning and implementation of every campaign, getting stuck into the execution of successful at every opportunity.

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