Marketing is constantly evolving. There is always a new way to reach people and sell a product. Digital marketing changes quickly. Every year brings new and exciting trends to the digital advertising industry. Here are some trends you must use this year. 

Marketing strategies of today are completely different from what they were just a decade ago. Before the term inbound marketing was first introduced by Hubspot, the efforts that businesses put into the marketing process were rather different. Ads were placed on television and billboards, fliers were sent out in the mail and people would receive multiple email offers from businesses eliciting their business.

So I just finished recording my first ever HighRoad U Webinar yesterday on how to develop a keyword strategy. I’ll be the first to admit, developing a keyword strategy usually ends up being the last item on my to-do list – forever to be pushed off since something else is always more urgent. I wouldn’t be surprised if there are others who feel the same way – too time intensive and then no one consistently applies it in practice it once it’s ready. So imagine my delight when I discovered that my new team at HighRoad has been putting out marketing toolkits that are ready to use AND you can use them for multiple purposes! In particular, our Marketing Persona Toolkit pulls double duty (maybe triple) since Personas are the cornerstone of many related Inbound Marketing activities. You need to know your personas - their pain points and, in particular, how they search for information and what keywords they use, so that you can develop that keyword strategy. It’s not enough to have a sense or “guestimate” your target audience – these days, digital marketers can’t afford any sort of vagueness, especially in the era of hyper-personalization. So buckle down and tackle those Personas! It’s well worth the effort, and once you have an understanding of how your “person” searches for information that you have, you’ll be well on your way to getting that keyword strategy done. As I said in the webinar, the rest of the effort goes into following a consistent methodology and seeing it through to the end. If you find that you need some help along the way to talk it through (or help get it done), well, that’s actually why I’m here, so please reach out!