LaCerta sums up key marketing trends for 2020 that will impact cleaning industry
Written and Published for Cleanzine, January 2020.
As we head back to our workplaces after celebrating the New Year, what key marketing trends do cleaning and hygiene companies need to be aware of? Carly Bishop from LaCerta Marketing says:
"The first is that brands are focussing on 'customer experiences' - also known as CX. Companies need to adapt the way that they approach the sales process, and instead aim to provide fantastic customer experiences. Customer experiences are all about looking at the lifecycle of your customer and mapping all the 'touch points' (or connections) that they have with your business, and ensuring that at every point, they have a good experience.
To do this, you need to take a multi-dimensional approach to how you plan and deliverto ensure you exceed your customer expectations. Online advancements have made it easy to share online, and if customers have had a wonderful experience, they are likely to share their feelings with their wider networks.
This leads directly into brand loyalty, and building a positive business culture and reputation. In 2020, companies will be focusing on protecting, nurturing and promoting the positive aspects of their brand - whether that is providing a great service, an innovative product, or a particular perk.
Personalisation is another key trend for the new year. According to research, 80% of people say that they would be more likely to do business with a company that offers personalised experiences (content, products, emails and more). This especially relates to direct mail or email (or outbound marketing), but think too about how you will bring people to you. With the rise of the online space, customers are no longer waiting to hear about you, but doing their own research, so providing great web content is crucial.
Lastly, video marketing is perhaps the most important marketing trend - and it's likely to stay that way for the next 5 - 10 years. Research has shown that people prefer visual content to plain text - Pinterest and Instagram is proof of this. This is especially important for global businesses where video speaks a thousand words. Plus, Google pushes pages that include videos, higher in its rankings.
If you're already doing videos pretty well, then have a think about live video, which is incredibly popular especially with the younger generation. It can really make your customers feel involved with your business. One study has suggested that people spend three times longer watching live video than they do watching pre-recorded content."
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