It’s time to start implementing your 2019 marketing plan. But remember you can’t just recycle the same old tools and tactics; you’re going to need to redefine your approach if you want to succeed in 2019.


Get Serious About Video Marketing

Stop us if you’ve heard this before, but video marketing is kind of a big deal. By the end of this year, video will account for 80% of all internet traffic, making it by far the most dominant form of digital content. But in addition to being dominant, it’s also really effective. Video marketers on average get 66% more qualified leads per year and achieve a 54% increase in brand awareness.

If you aren’t yet doing video marketing, or if you’ve merely dipped your toes in the water, it’s time to take the plunge. Fortunately, there are many tools and resources that make it easy to get started.


Put Your Customers First

When setting marketing strategies, most companies put lead generation front and centre. That’s certainly understandable;  after all, generating qualified leads is the entire purpose of inbound marketing.  However, instead of focusing on meeting your goals, start focusing on meeting the goals of your customers. Their challenges, habits, and processes — can help you better align all of that great content you are developing to meet their needs and drive new business. It’s also essential in creating accurate customers personas to fuel your campaigns.


Time To Start Testing

Marketing is not a set-it-and-forget-it discipline; you need to constantly improve upon your efforts, or you start going backwards. That may sound like a pretty big undertaking, but it’s actually made possible by embracing the power of small tests. Iterative testing, or A/B testing, is the process of creating two (or more) versions of digital marketing assets in order to determine which performs better. You can apply these tests throughout your digital marketing footprint — on your website, in your emails, within your PPC ads, etc. Here at Cove Solutions, we regularly utilise testing as part of our Growth-Driven Design program.
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Take Your Brand Seriously

Your company is so much more than a provider of goods or services. Maybe it’s an unparalleled beacon of quality, a hub for innovation, a spark for essential causes, or something else entirely. Whatever your company is, you need to let your customers know it — through brand marketing. Effective branding can help set you apart from your competitors in a crowded marketplace and make you more relatable and trustworthy to potential customers. Best of all, a strong brand makes all the rest of your marketing efforts a lot easier, and a lot more effective.

Move Beyond Basic Analytics

Since the term digital marketing was first coined, marketers have been trying to determine the ROI of their efforts. But you know what? Most have been doing a pretty bad job of it. That’s because they — and the tools that they use — tend to focus on things that don’t matter, such as views, clicks, impressions, etc. While those metrics do have their place, what really counts is your ability to generate leads. With that in mind, going into this year, augment your analytics and ROI tools by taking advantage of Opportunity Intelligence. Go beyond basic numbers to give your marketing and sales teams real insight.


In A Nutshell

These are just a few considerations to add to your 2019 Digital Marketing Plan that would be universal to most businesses. It’s important to spend some time researching before you create any documented strategy to make sure that you are staying on top of the best tactics to accomplish your company’s goals.