Hey 2018, we’re so excited that you’re finally here. At Victory, we had a great time in 2017 thanks to our fabulous clients, partners, families, friends, and of course our little dream team, but we can’t wait to see what this year has in store for us; we have a feeling it’s going to be a good one.
We’re taking the month of January to reflect on what we learned last year, and what we think 2018 will bring. Here are some marketing trends that are officially on our radar.
Video is here to stay.
If you want to get noticed, video will be the way to do it in 2018. We’ve known for a while now that videos are successful not only for attracting and retaining attention but for converting viewers into customers and patients, so if you haven’t jumped on the bandwagon yet, now’s the time. Whether you decide to take advantage of live videos on social media, record short clips for your Instagram Stories, or produce a high-budget video worthy of a Golden Globe nomination, just.start.creating. Once you have it – re-purpose it; use videos on social media, on your website, in your newsletters and your waiting rooms.
Social media reach may no longer be “free”.
If we were the betting kind (we’re not), we would bet that 2018 will see a big shift away from relying on organic social media reach, and towards using paid advertising to increase impressions and engagement. Here’s the catch – we don’t think this is a bad thing. I know what you’re thinking … free is always better, but hear us out. Social media advertising is targeted and strategic, meaning you get access to metrics, historical data, and trends. Gone are the days of guessing whether your posts are reaching the right people at the right time. This means you can post less, and reach more people (the right kind of people!). 2018 is the year of quality over quantity, and we’re excited about it.
Custom visual content will reign.
“Content is king” has been a staple in marketing vernacular for as long as I can remember, but 2018 will be the year of custom visual content. Custom content—including custom graphics, before and after images, photography of your staff, space, and products, and those videos we just mentioned—helps you tell your story better than any stock photo or Pinterest graphic ever will. The rules surrounding the legality of re-posting on social media are a hot topic of discussion right now, so building a bank of custom content is a smart move. We think you’ll start to see how well it resonates with your target demographic in no time at all.
Your PEOPLE are your most valuable marketing assets.
We hear it all the time: it’s getting more and more difficult to stand out amongst the crowd of competitors selling the same products, services, and treatments. One surefire way to differentiate yourself? YOUR PEOPLE. Your employees are your brand, and they should be your biggest champions. Prioritize building an inspired team that believes in your mission and vision, and you’ll be developing a valuable tool that drives patient relationships and loyalty in the long run. We’re excited to see some unique campaigns inspired by people – testimonials, tips and tricks, and peeks behind the curtain, so to speak.