What’s in store for marketing in 2020? The experts reveal all…

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It’s set to be a big year for marketing, so what are our marketing predictions for 2020?

1. Email marketing ­

You may be surprised to see this marketing old-timer on the list – did you know that the first ever mass mailing was sent in 1978? In 2020, it’s the content of the emails that’s important. According to Fredrik Wremerth, Head of Creative Services at APSIS, email marketing for 2020 is all about interactivity to ensure that your subscribers stay interested. In particular, links to video – which can lead to a 200-300% click-through rate increase.

At Oxygen, we think that video is a sure-fire way of attracting and retaining the attention of your readers, and with plenty of options available, from explainer videos to vlogs, there’s an option to suit every business. Check out our video services here.

2. E-A-T

In August 2018, Google introduced a major algorithm update which included an increased focus on the expertise, authority, and trustworthiness of its rankings – placing much greater emphasis on the quality of your brand and showcasing your expertise in your sector. E-A-T is listed in Google’s quality raters’ guidelines as a ‘very important’ characteristic of a high-quality page.

So, what can businesses do to improve their website’s E-A-T which can translate into better rankings and an increase in traffic? Christina Elghazi, Director of Marketing for The Search Agency defines the key factors to focus on below.

• Pages with purpose – when going through your website, can you answer the question “does this page have a purpose?”. If not, then if you’re looking to cater to E-A-T (and we think you should), it’s time to ditch it. Elghazi recommends that ”[pages] should fulfil [their] intended purpose, but that purpose also should be user-centered” – so make sure that each page has a definitive reason for being on your website in the first place.

• It’s all about you ­­– nobody really likes writing about themselves. But for your business, it’s crucial. Make sure that your About and Contact pages include as much information as possible. Third-party reviews, testimonials and ratings can all help to improve your credibility, as well as in-depth company history and certifications from industry organisations. Don’t forget to ensure that your contact info is visible across your website.

• Expert content – where possible, content must be written by experts with expertise indicated through an author biography and credentials like relevant certifications and experience.

• Avoid urgency, emphasize trust – “meta data should communicate E-A-T, not urgency, and your website’s SERP listing should emphasize trust, leveraging star ratings and verified reviews.”

• Steer clear of clickbait – copy that could be classed as deceiving is a no-go and can significantly impact upon your credibility. Remove page titles and headlines that are exaggerated or shocking.

3. SERP position zero

Previously known as Quick Answers, search position zero is the snippet block at the top of Google’s search results page – and the holy grail of SEO. Kathleen Booth, VP of Marketing for Prevailion outlines 3 key factors you should explore to optimise your website’s content for position zero – or “on-SERP SEO”:

• Produce content that is good enough to rank on page one of Google

• Optimise your content for the specific question it’s designed to answer

• Optimise snippet content for click-throughs by adding a hook that will encourage the user to visit your website for more info.

Here at Oxygen, one of the first things we look at when crafting web copy is how best to integrate keywords that will increase the chances of a homepage appearing higher up in Google – and how to maintain its position. So, get in touch today if you’re looking to refresh your website copy and need help from SEO experts.

4. Optimisation for voice search

The time has finally come to make sure that your website is fully optimised for voice search – 2016 research by ComScore revealed that in 2020, 50% of all searches will be voice searches. What’s more, 40.7% of all voice search answers will come from a featured snippet (as previously mentioned above). Penny Wilson, Chief Marketing Officer at Hootsuite, identifies the main areas to focus on:

• Using more long-tail keywords can create a better chance of ranking on the top of SERPs

• Use question-based keywords that start with how or why – as both are the top 2 most used trigger words for search queries

• Avoid using jargon – as people use more natural and conversational language when voice searching

• Include ‘near me’ in your longtail keywords – “the fastest-rising search trend”

So, if you haven’t reviewed your website copy and keywords in a while, then now is time to act. Not sure where to start? Get in touch with us to see how we can help.

5. Personalisation

“In 2020, personalisation in marketing means more than just automatically changing the name of the person you’re addressing in your email newsletters”, Michael Brenner – CEO, Marketing Insider Group explains. Instead, Michael cites the use of AI, data collection and insights from social media as means of hyper-personalisation for marketing strategies.

As 63% of consumers are highly annoyed with generic advertising blasts, including personalisation in your marketing strategies is fundamental to getting results – and making sure that your business stands out from the crowd.

It’s shaping up to be an interesting year in the marketing stratosphere. So, if you’re thinking about implementing any of the above strategies for your business, get in touch with us today.