As 2018 nears its conclusion, business owners and marketers should be thinking about what they can do to make their companies more successful in the New Year. I hope that somewhere near the top of their priorities list is finding ways to leverage their social media channels more effectively.
So what can you do to bolster your brand’s success through social media in 2019?
I’ve always been cautious about making social media predictions because the ideal social strategy is unique for every business. However, there are some online marketing trends I believe are worth considering as you evaluate what tactics will grow your business. Here are two…
#1. The growing importance of personal branding to business branding
Especially for small businesses, putting a real, human face to a business name helps build loyalty. A brand that’s more relatable and has the human element naturally garners more trust—and trust is essential for building relationships.
One way to humanize a brand is to promote the personal brand of the business owner or a high-level leader. This tactic has become a staple for many organizations, as demonstrated through guest blogging, podcast and webinar appearances, and other publicity opportunities. Through allowing people to get to know the character and expertise of company leadership, a business can strengthen its brand reputation.
I expect businesses that embrace this in 2019 will have a distinct advantage over companies that hide behind their logo.
#2. Acceleration of personalized marketing
With more companies digging into their data and using it to create customized marketing campaigns that target individuals' interests at different points in the buyer's journey, the pressure is on.
Customers have come to expect brands to tailor special offers and discounts to their wants and needs. To accommodate that expectation, more businesses will need to consider targeted advertising and retargeting campaigns on social media channels. I anticipate that social platforms will continue to refine their targeting offerings as the demand for individualized content grows.
Stay tuned next week for a few more trends to watch in 2019.