The digital trends your business MUST consider when marketing in 2017

August 15th, 2017

It’s the end of another financial year and most of us small business owners are busy reconciling financial records, compiling receipts stored in old shoe boxes and organising budgets for the next financial year. For some, this might be the first time you are seeing where your hard earned money is being spent!

Did your business grow this year from the year before? Did you generate more profit and is your business trajectory trending upwards?…

If you said no, the next question I would ask is how much did you spend on your marketing efforts last year? Are you staying up to date with current trends and do you have the right person, team or agency guiding you through the ever changing landscape of the digital world?

If you haven’t started filling out your marketing calendars and content creation planners for the next 6 months and beyond, I urge you to consider these trends. If you already have a plan in place, is it up to date? Let’s take a closer look:

Content marketing in 2016 vs 2017

This year (2017) already, 62% of B2B content marketers have described their marketing efforts as “much more successful”. 63% of B2C marketers say the same. That’s more than 100% increase in the same stats in 2016 where only 30% of content marketers described their content marketing efforts as successful.

What does this mean for you? Well, two things really:

  1. More and more consumers are being influenced by your content marketing to make purchasing decisions, and therefore content marketing is becoming considerably more important for the future growth and success of your business; and
  2. You need to be ahead of the game when it comes to content marketing because you have a LOT of competition.

Question yourself and whether your business is set up and well informed about content creation in this current digital economy.

The Importance of Mobile

You have heard it before and I will say it again, mobile drives more traffic across the internet than desktop….

It’s no surprise. If you’re like me, you have your phone on you, or within arms length 24/7. I admit it, I am one of those people that check my emails, social media and news platforms before I go to sleep and immediately when I wake up. Don’t deny it, you are too! It’s just the world we live in and it doesn’t have to be a bad thing. It’s becoming the most efficient way to be informed about trends, stats and important information about your industry and interests.

What does this mean for your business? Well, your business NEEDS to be optimised for mobile. If your competitors are easily found on mobile and you aren’t, well you know the answer…

Let’s talk about some mobile trends you need to consider:


Facebook is the most used social media application for small business in the world. Are you on it? Do you have an up to date action plan for your Facebook page that drives awareness, evaluation and conversions? If you don’t, you absolutely need to for the survival of your business…

Video content

Video is quickly becoming the king of content marketing with over 69% of internet content is consumed by video. This statistic is said to rise to 82% by 2020.

Merely mentioning the word “video” in the subject line of an email can increase open rates by 13% and nearly 40% of all video is watched on a mobile device.

I could run off a tonne of stats as to why video should be implemented into your marketing plans, but you should already know this…

Creating video content doesn’t have to be difficult, but not spending the small investment in learning how to do it or getting a team to help you will cost you in the long run.

Influencer marketing and user generated content

If you want people to buy from you on the web, you need to get them to trust you. Turning a cold lead into a warm lead and then into a sale all starts with trust. Here’s the issue, 85% of people trust content made by others, over content created by brands.

So how do you get people to trust your brand’s marketing content:

  1. Build trust by creating value based content first and foremost;
  2. Establish brand relationships with influencers in your market who will communicate your brand message to their followings which will build trust for your brand vicariously.

The more people share, view, engage and comment on your content, the more trust you can build with your audience.

Promotional /Paid Advertising

How do you currently spend your marketing dollars? The most successful content marketers are paying to promote their content….

For those still pushing the “publish” button and hoping to attract organic customers from the quality of their posts, don’t hold your breath. While quality content is absolutely key to a successful marketing plan, the truth is that platforms like Facebook are closing the doors on organic traffic and making it more difficult for marketers to get their message out organically.

Don’t let out a big sigh…it is just what it is, and you need to keep up! Put marketing dollars aside for those quality posts that you know are going to attract prospects. Pay for Facebook to open the doors to your prospects, but make sure you have a good plan when doing this otherwise you can easily spend good money after bad.

Learn how to set up your promotional advertising to do more than get a message out. Set it up with informative content, lead magnets, trip wires, profit maximisers and understand “customer value optimisation”. This will make your paid advertising much more worth it.


If everything I have said above is already being actioned in your marketing efforts, well done! You are one of the few people leading the way in content marketing in 2017. I am sure you will reap the rewards for your efforts.

For those who are lost and don’t know where to even begin, don’t worry. It’s not the end of the world for you, yet. The reality is that you do need to get on top of this. They key to marketing these days is understanding two things:

  1. Technology
  2. Your audience

Once you understand these two things you will be able to better direct your marketing efforts.

Upskill, research, hire the right people or agency to assist you. Do whatever it takes so that when you are reconciling your EOFY reports in 2018, you are happy and no longer stressed.

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