Setting your 2018 marketing budget can be one of the most challenging tasks you face this year – and it’s easily one of the most important. To develop a good budget, you need to be able to see around the corner and imagine how today’s trends will play out over the next calendar year.
Nobody can predict the future, but a wise marketer can sift through the data and figure out what an organization’s priorities should be. Naturally, these should reflect a deep understanding of the audience. The first questions to ask are: What’s been working? What’s not working well?
That said, there are some currents in digital marketing every organization should prioritize.
Let’s look at some keystones you should consider for your 2018 marketing budget.
It’s been well over a year since version two of Google’s mobile-friendly algorithm shook up the online world – promising ranking boosts for sites that ensure an adaptive, high-quality mobile experience. Still, there are many businesses running behind on mobile renovations. If yours is one of them, you can bolster all your other efforts by making mobile transition #1 on your list.
If you expected us to say “personalization,” you’re close. Personalized content is going to be big, but it hasn’t quite hit its stride yet. To craft custom content that’s truly granular and relevant, you need one thing first: Data. Analytics provides you with the fuel to continuously improve, so it’s time to uplevel Google Analytics skills or invest in an enterprise solution that’s right for you.
Mobile has reached an inflection point: Data plans now offer the bandwidth to watch hundreds of videos a month. Since video is so easy to consume on the go, B2B buyers are digging in with gusto. They’re also more likely to share video content with their colleagues. Go “all in” with the equipment needed to deliver a balance of pre-recorded polish and livestream authenticity.
Social media doesn’t have to be a budget behemoth. Most B2B enterprises will find LinkedIn can serve as the pillar of their social strategy, with other platforms entering the mix when they prove relevant to customers. Still, it’s worth investing in appropriate social media management tools and using social to proactively scan for buzz, not just amplify your content.
It’s impossible to know just what tomorrow holds, but the world of digital marketing is sure to evolve in interesting ways. A laser focus on customer needs and generating value – even before the first sale is made – will serve B2B enterprises well. In the end, remember that the hottest digital marketing tool or technique comes back to the goal of building trust with customers.