With every passing year, digital marketing becomes more nuanced, with more tools to enhance your strategy and platforms to reach your customers. Brands looking forward to 2025 can achieve growth by building a strategic and comprehensive marketing plan. Let’s look at five of the top 2025 marketing trends to help build your marketing plan for the year.
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Trust Indicators
Give your online visitors several reasons to trust your brand. Everyone knows that companies will talk themselves up. It’s a natural part of business to say, “We’re the best, buy our products”. What your leads are looking for is a reason to believe you. This is why many brands will link their Google reviews or feature in-depth testimonials from past customers.
Both reviews and testimonials are powerful trust indicators, especially when they tell a story about your service or products from different customer points of view. The more detailed, and the more ‘voice’ in each story, the better.
You can also publish case studies of past projects, photos and videos of your team at work, and before-and-after photos. Show customers how awesome your work is by letting them see it with their own eyes.
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Advanced Location Targeting
Location targeting is very important if your business is a local store or restaurant because you can only serve clients who can reach your venue and find your location to be within a reasonable commute.
Your local targeting settings will affect both which web search results are candidates for your advertisements and your presence in Google Maps searches when locals are searching for nearby shops, restaurants, and services.
Service Area Targeting
Consider the right service area for your local targeting. Some businesses are hyper-local, while others draw customers from a wider radius. Your business’s service area determines the best geographical range where people will see your digital advertisements based on the IP address of their computer or phone.
When using Google advertising tools, we also suggest choosing the “Presence” setting, and possibly “Presence or interested”. Interested searches include people who are targeting their search to your region, but whose IP address is located outside the region.
Multiple Locations
If you have multiple business locations, your best bet is to run separate campaigns for each location. This is because location targeting is set per campaign. Two separate campaigns will help you to maintain focused local targeting around each business.
You can, however, duplicate your ad groups, keyword settings, and strategies between the two campaigns to otherwise maintain similar results. Advanced location targeting can help you reach your ideal target audience for any local business or even a network of multiple business locations.
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Eye-Catching Design
Make a splash! Your website visual design should be eye-catching and aesthetically pleasing. Some brands will flourish when their website is a spectacular show, while others benefit from a more formal or even somber approach. However, the last thing you want your website to be is visually ordinary.
Spend time with your graphic designer to create strong visual elements that perfectly represent your brand and, at the same time, help your website to truly stand out against the competition. You want bold details, high-quality photos, embedded video, and an unforgettable logo that website visitors can’t help but click the next time they see it.
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Use PR to Fuel Your SEO Strategy
PR publications can play a powerful role in your SEO strategy because they, too, contain information about your brand and messaging that is useful to your customers. Media coverage, media releases, and influencer content can not only generate rich content that boosts your visibility but also provide those tertiary elements that strengthen SEO and are more difficult to create internally.
PR is also a powerhouse source of backlinks when used correctly. Influencer partnerships, insightful guest blogs, collaborations with brand partners, and news articles that link to your website are all highly credible sources of backlinks to boost your link profile.
Positive social signals come when a news outlet or individual e-celeb shares their positive view of your brand. Even simple brand mentions provide a boost. Not to mention that PR publications are often rich in keywords and optimized content.
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Take Advantage of Automated Bidding
Automated bidding strategies offer a time-saving and automatic strategic advantage – if chosen correctly. Automated bidding is available on several keyword-driven marketing platforms. The settings you select will determine which automation strategy is used to help you optimize results and meet your goals based on user behaviour. Here are the standard automated bidding strategies to choose from:
- Maximize Clicks: adjust to get the most clicks
- Maximize Conversions: Adjust to achieve the most conversions
- Target ROAS: “Return on advertising spend” calculates maximum conversion value (more relevant for retail brands)
- Target CPA: “Cost per action” seeks to minimize the bidding cost per next step taken by users after a click.
- Enhanced CPC: “Cost per click” a combo strategy of manual and automated cost-management per click.
- Target Impression Share: Seeks to maximize visibility
Depending on your business model, you may eventually aim to “Maximize Conversions”. However, before you have collected any conversion data, you should start with “Maximize Clicks”. This strategy will focus on bidding for keywords that provide the highest likelihood of winning a click based on accumulated data.
Once you accumulate conversion data regarding how many clicks become appointment bookings, you can switch to the “Maximize Conversions” strategy so your campaign will automatically focus on keyword-bids that are the most likely to result in bookings.
Build the Perfect Marketing Plan for 2025
As we approach 2025, now is the best time to build your marketing plan to take the new year by storm. If you’re not sure which trends to follow or which innovative ideas will make the biggest splash, we can help. Outsource your marketing planning to experts. Contact us today to consult with our expert marketing team.