Upside-Down Thinking by Patric Fransko
by Patric Fransko
January 22nd, 2020

Marketing Trends to Pay Attention to In 2020

With 2020 in full swing and many discussions taking place on the best ways to market your services in the coming year, I thought this would be a great time to discuss some trends I see headed your way. This is not meant to say things that worked in 2019 will not continue to work this year, it is meant to raise awareness on some things you might not be paying attention to.

I have always hung a painting of Mona Lisa upside down in my offices to remind everyone to turn traditional thinking on its head. These trends are designed to help you begin thinking of ways traditional thinking might be changing.

  1. The Increased Capability and Importance of Google My Business – Google My Business has been around for several years, but it seems to becoming even more important. For one, the “Map Pack” from Google is now showing up on many Google searches at the very top of the page one results, even above some paid results and all organic results. Because of this placement, it is imperative that your page shows up well in this area. These placements are primarily driven by your Google My Business page and there are some new options and capabilities that enable the page owner to optimize these pages for better performance. Finally, you should also pay attention to gathering Google reviews as positive reviews also seem to have an impact on where you appear in these results.
  2. Changing The Format Of Facebook Pages To Increase Engagement – One thing you can be sure of is that Facebook will always be tweaking how things work on the platform. One trend we see coming this year is the way that the algorithm will favor content that keeps people on the platform. This means you should post a picture with a link possibly in the text as opposed to posting the link and having that populate the picture. In addition, Facebook would like to sell more in-stream ads, so we see them encouraging short form video content. We see two to three minute videos as something more people should be posting on Facebook to get good traction this year.
  3. The Re-Emergence of LinkedIn as a Primary Platform for Business Development – LinkedIn has been around for a long time. I started the Window Film Pros group on LinkedIn over 10 years ago. That being said, this platform is growing in importance by the day. Make a point to have a fully built out personal and business profile on LinkedIn and begin posting content there regularly. We believe you will find the reach you have on these posts will continue to grow in the coming year and that this should be a platform everyone is participating on.

This is by no means an exhaustive list. There are also things like the emergence of TikTok as a platform not just for early teens, but for college and older demographics as well. In fact, in the last 18 months, the number of adult TikTok users has grown by a multiple of 5.5x to 14.3 Million adult US users. We say this to encourage you to always pay attention to how things are changing. Just because something worked in 2019 does not mean it will work in 2020. Spend time learning how things are changing and pay attention to your existing programs’ data. You might be able to see when changes start to occur by analyzing data. Don’t fall into the trap of continuing on with a program that is no longer working just because it has worked for you in the past.

Remember upside-down Mona and have a great 2020!

This blog is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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2 comments
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  1. Yeah,
    I agree that “traditional thinking” is no longer the norm.
    My comment has to do with SEO.
    Apparently seo algorithms judge the “readability” of websites by how “easy” they are to read. I heard last year that the readability factor is based on a fifth grade reading level.
    No wonder my website ranks low for “readability”.
    Sorry Google, but my audience is smarter than a fifth grader, and I’m not lowering my website’s perceived IQ level to grade school status.
    If you can’t grasp the body of the content in Ultra*Glaze.biz, you really should not be driving or have access to a credit card.

    I would love to hear any response to this.

  2. Mark,

    You are correct on Google looking at things associated with grammar and other things regarding ease of reading your website. Keep in mind though that it is only part of the total algorithm. Do not compromise your whole website and how it will be perceived by the target visitor just to play to the algorithm. Make sure that the rest of the SEO things you can do are done properly and write your content for the intended audience.

    Thanks for reading and for the question.

    Patric

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