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4 Marketing Tactics Start-ups Need For 2018

As we move into 2018, people are spending more time on mobile and consuming more video than ever before

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BY Daniel Wallock - 23 Nov 2017

PHOTO CREDIT: Getty Images

There are so many different ways you can market a business, but each year, a few tactics rise up to be especially timely and useful.

As we move into 2018, the world is spending more time on mobile, and people are consuming more video than ever before.

Below are four powerful tactics marketers and entrepreneurs should take advantage of in 2018.

1. Use Engagement Custom Audience targeting on Facebook Ads

If you have used Facebook Ads before, you probably know that you can easily use demographic targeting to reach your desired audience. But did you know that you can use Facebook Engagement Custom Audiences to target only users who have watched a certain percentage of a video you post?

With Facebook Engagement Audience, you can target people who have engaged with your content, have watched a certain duration of your videos, and also users who have clicked any links on your canvas ads.

This feature also allows you to sequence content to your audience in an “if...then” style funnel. For example, you set up an ad that is sequenced in such a way: if a visitor watches 10 seconds of “video 1,” then target visitor with ads for “video 2.”

2. Boost Short Videos on Twitter and Facebook

People are consuming over 100 million hours of video every day on Facebook alone and 43% of people want to see more video content from marketers.

For just a few dollars a day you can use Boosted Posts on Facebook and/or Promoted Tweets on Twitter to get more videos to your audience. Since social media is essentially a “social amplification engine,” if you put $1 towards a very targeted Promoted Tweet and you can get a lot of engagement, this amplifies the content’s reach organically.

A video ran as a Boosted Post on Facebook that both targets the correct audience and contains great content can generate significant engagement (likes, comments, and shares), effectively increasing the amount of organic reach and clicks you get from it without spending more.

You can test a Boosted Video Post engagement rate and see whether it’s worth boosting more by simply spending just a few dollars. When you find a Boosted Post that’s getting over a 10% engagement rate on Facebook and you’re getting extra organic reach and/or engagement, consider boosting the post even more.

3. Work with micro-influencers

While setting up campaigns with tons of different micro-influencers can be time-consuming, it is definitely something that you should be thinking about doing in 2018.

People want to buy from brands they trust and if you can identify groups of smaller influencers in your space to work with, and begin working with them, you can begin to build a community around your product or service. The goal of working with groups of small influencers should be to run campaigns with them that only last a few months.

Contracting with several micro-influencers for several months to be brand representatives is a great way to grow brand recognition in your niche. Smaller brands should aim to get five or ten influencers. You should be documenting all of the content they post and create about your product, as this content can be used over and over again (photos and videos) for your brand’s marketing campaigns.

In 2018 we’re going to see more brands building relationships with groups of micro-influencers.

4. Prioritize Site Speed and Mobile Experience

The world is spending more time on their phones and search engines are prioritizing content that is fast and mobile optimized. In 2018, the content you’re creating needs to be ready to be seen on mobile and your site needs to be faster.

This is not a tactic that will immediately produce an increase in revenue or brand awareness, but in the changing online world, if you want more views from search and from social then you need to optimize your site.

Facebook, Google, and other major platforms have made it clear that they are going to be prioritizing sites that are fast and are optimized for mobile experiences, so making your site mobile-ready is becoming more and more critical as we approach 2018.

Get your website working with Facebook Instant Articles and AMP (accelerated mobile pages) and use tools like Google Speed Tools to figure out how to speed up your site.

There you have it. For 2018, it’s important to focus on using Custom Engagement Audiences on Facebook, creating and boosting short videos, leveraging groups of micro-influencers, and preparing all your website, blog, and landing pages for mobile visitors.