As my business winds down its blogging and content generation process for 2016, I thought I would hit the pause button and just sit and reflect on what have been the key digital marketing high points and not so high points of 2016.
1. Facebook Live
The No.1 item for me in 2016 was the roll out of Facebook Live for everyone. You know that live streaming and video are really going to me THE digital marketing tool of the NOW & FUTURE when the behemoth of social media marketing, Facebook jumps on board. If you are not embracing live video in particular inside Facebook then you are really missing out on connecting with your audience.
My favourite saying when people ask me what do I need to dive into Facebook Live is this – Got a face? Got a Voice, Got a phone? Great you can do live streaming. Get over yourself and get onboard.
2. Instagram Stories
The second biggest change was Instagram Stories. Yes pinched from Snapchat, but on a bigger and slightly older stage with all the benefits of searching the Instagram offers. Instagram stories are further evidence that video – putting yourself in the story of your brand will be critical to your success as a business. People buy from people, – so you need to be visible and embrace the benefits of LIVE video.
On the downside, seeing some of my favourite Instagram personalities, have decidedly NO personality when showing up in my story feed is a lesson in authenticity and honesty. Think carefully about what you choose to showcase of you and your business. I want to see the real you – but just like when I visit your home – there is no need for me to see the dirty laundry!
3. eCourses
e-Courses have exploded. Whether we are taking them or creating them, online learning has exploded. This is fantastic for you if you are a consultant, as the opportunity to expand your reach to your audience has never been greater – can I hear a hell yes for the magic phrase passive income!
For all of us as business owners, it is a great opportunity to learn the skills that we maybe missing from our arsenal of business tools.
Just make sure that you check the credentials of the person delivering the program, check the outline and then actually complete the course. There is so much value you can learn and implement if you finish the program. Don’t be a serial course starter, become a course finisher!
4. Storytelling
For me the big story of 2016 in the digital marketing space is storytelling. Bringing the truly personal in to business.
Whether via longer form blog posts, live videos that let people see the real you and understand more of your motives, to the rise of Medium ( my favourite platform discovery of 2016) and continuing cementing of LinkedIn pulse as a place of great thinking and discovery, the story of you and your brand is important.
We want to know how you got to where you are, in the same way that product sells more easily when it is in situ, so too your business ideas, plans and services will also sell more easily when are target can picture themselves in the story, can relate to your experience.
5. The rise of Community Managers
If your business doesn’t have one yet – you need to make sure that 2017 is the year you get one. As we move more firmly into social selling territory, the importance of a united social media front and clear messaging has never been more vital.
I believe that often your best person for this role is right under your nose. Office managers, EAs, reception staff and your front line team are usually the best people to serve your customers in this way. Rather than thinking you might need to recruit a social media specialist, look to your frontline staff first, if you trust them to meet & greet your customers, to be the first person on the phone and handle customer queries leverage this experience in the online space.
2017? What will you bring?
The only prediction I will make is that things will change. Platforms will rise and fall, tools will change. The only thing that will not change is that our need to connect to people will be more essential than ever.
