When it comes to writing trends, we have two big buzzwords for you: Humanize and Alexa. While these may seem like opposite trends, more and more businesses are finding out how vital relatability and accessibility are to increasing your client base and creating lasting customer loyalty. That’s why humanizing your content and utilizing voice search are part of our digital marketing trends to watch in 2019.
Humanize Your Content
In PwC’s Global Consumer Insights Survey 2018, more than one in three consumers surveyed ranked “trust in brand” among the top three factors, other than price, influencing their decision to shop at a particular retailer. This trust is gained through humanizing your content. In this age of technology, companies have the essential job of making content personal and relatable. People connect with other people. While a business may have a strong reputation, your customers are looking to connect with you, not your logo.
Luckily, there are easy ways to develop your content to best represent your brand.
Use a more conversational tone. You can keep it professional while still keeping customers engaged and having a conversation with your audience. Determine your voice. Be authentic, approachable, and charismatic. Another powerful way to humanize your brand is by showcasing the workers “behind the curtain.” By putting your team members in the spotlight, your customers can put faces to the brand name. Above all, utilize your content wisely. “Content is one of the best tools your team has,” says mConnexions Content Strategist Melissa Genther. “With the right content, you can establish trust, build relationships, and produce quality leads.”
Very soon, voice optimization won’t be an option — it will be a necessity. Much like the mobile optimization movement several years ago, we now have to think about voice mobilization as a requirement. In the last years, voice mobilization platforms have become prevalent with Alexa, Siri, Google Assistant, Cortana, and more flooding home devices, watches, and phones. In fact, in just the last year, 60% of people started using voice search to find products or services, which means that if you haven’t already done so, now is the time to integrate this trend into your marketing strategy.
An estimated 50% of all online searches will be voice searches by 2020. Marketers who optimize their SEO for voice searches will gain an advantage in today’s new landscape. Your word choices are important for voice search queries. Optimizing your written online content for these intimate and personal requests will support efforts to drive your business to the top of Google’s results, and is one of our key marketing trends for 2019.
Another way to enhance your voice search preparedness is to perfect your local search engine optimization. An estimated 39% of voice search users are looking for business information, making it a better time than ever to optimize your local SEO. You can achieve this by making sure your Google My Business Page is up to date with the correct address, contact details and opening hours. Another way to optimize your business in local searches is by building your online reviews. While it may take longer to gather feedback, sites like Google, Yelp, TripAdvisor and the Better Business Bureau all accept online reviews that can make or break a company. Highlight your business’s success with customer reviews that are priceless to a company’s reputation.
Use these tips to create dynamic, confident content that inspires trust and builds relationships. Prepare for a new age of search engines as voice commands become increasingly popular and used by millions of people.
Stay tuned for more marketing trends from mConnexions Owner & Principal Strategist Julie Holton. And, let us know what you would like to see featured in our next video!
A storyteller at heart, Julie Holton is the Owner and Principal Strategist of mConnexions, a full-service marketing and communications agency that focuses on developing digital marketing solutions for clients. Before launching mConnexions in 2017, Julie led the strategic marketing directives for a mid-sized law firm of nearly 50 attorneys practicing 70+ areas of law at three offices across Michigan. Prior to that, Julie spent more than ten years working in top television newsrooms across the country, as an Emmy award-winning writer, producer, and executive producer. Julie worked with her news teams to develop digital and social media strategies – even before social media sites began to peak in popularity.