Digital marketing is constantly changing and evolving. A method or platform that’s great today may not be effective next year, with all the new apps, trends, and algorithm changes launching annually. A few years back, Facebook and Twitter were all the rage, now they’re eclipsed by applications like Instagram and TikTok.

If you want the business you’re managing to stay relevant online, adapt to these changes quickly and efficiently. Here are essential digital marketing techniques you should implement for your campaign.

Visual Content is a Must

Today’s customers are all about visual and interactive content. However, it doesn’t mean that they don’t appreciate reading text anymore. People learn more from visual content than text, so if you want them to be aware and knowledgeable about your products and brand, entice them with images, videos, and animations. 

Balance out your text and visual content accompanying your blog posts with relevant images and even original videos, if possible. Did your company do a study that you’d like to feature? Turn them into easy-to-understand infographics and split them into slides that your customers can scroll through and interact with. 

All About Personalization 

Despite recent concerns about data privacy, customers still prefer getting personalized marketing content. When done right, personalized messages can drive up to 30 percent growth in revenue and create more loyal customers, according to a report by McKinsey.

But don’t bombard your customers with ads on every site and app they visit. 

The McKinsey report stated that you should provide recommendations that are similar to the items they search for, or products that compliment them. Notify them of items they may have forgotten to checkout. Did a certain customer spend a lot of time on product pages for out-of-stock items? Notify them with an email when the products they’re looking for go back in stock.

Voice Search-Ready Pages 

Voice assistants, like Siri, Alexa, and Google make it easy for people to get important information, from naming that one actor in that one movie to locating bike shops near their home. Over 72 percent of people used their voice assistants for searches in 2019. About 65 percent of those people said that they used it to get directions. About 52 percent also said they use voice search to look for products and services. 

If you want to be at the top of voice search results, you need to optimize your keywords differently. After all, the way people search through typing and speaking are vastly different.

For example, if a customer is looking for a bike shop in Boston, they’d simply type “bike shop in Boston.” But if they’re talking to a voice assistant, their query may be more conversational, like “which bike shops near me?” or “where are the bike shops in Boston?” 

Learn the questions people ask about the keywords you want to rank for using free online tools, like Answer the Public, to find out what people ask. This way, you’ll rank for the closest possible keywords. Try to insert these questions into your relevant content and copy. Some questions are even good enough to warrant a whole blog topic to write.

The world of digital marketing changes at a rapid pace. If your business can’t keep up, it’ll fade into the depths of the search results and social media feeds of your customers. Use these techniques to help your business’s online presence stay strong throughout 2020.