Digital trends to look out for | Pest Management Professional

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Every year, technology becomes more advanced, allowing users to perform tasks otherwise impossible, like autonomous driving and virtual reality.

This year won’t be an exception to the quickly evolving, tech-influenced environment we live in. Here are some trends you can expect to see in 2020.

1. Increased use of interactive content. Interactive content enables you to deliver engaging, educational and unique content experiences. Interactive content not only engages your audience but offers a deeper understanding of users, including their needs, goals and purchasing expectations. Types of interactive content include quizzes, infographics, polls and surveys and webinars.

Pro tip: Don’t be fearful that you won’t get as many impressions through interactive content as you would through a generic blog, article or social media post. The users engaging with your interactive content are the people you want to target ­­— those who are most interested in your pest control company and are eager to learn more about your services.

2. A continued surge in video content. Like last year, video content consumption will continue to rise. According to Wyzowl, a producer of animated explainer videos, 87 percent of businesses used video as a marketing tool in 2019. Furthermore, a 2019 Interactive Advertising Bureau report says brands saw a 25 percent increase in their year-over-year digital video budgets.

Social media platforms also have embraced the importance of video, with video content ranking higher in the Facebook News Feed and garnering 10 times more engagement on Twitter than other posts.

“Page posts that generate conversation between people will show higher in News Feed,” says Adam Mosseri, former head of News Feed at Facebook. “For example, live videos often lead to discussion among viewers on Facebook — in fact, live videos on average get six times as many interactions as regular videos.”

Pro tip: Find a topic your customers are interested in and then discuss the topic in a short video. This will humanize your pest control company and add a touch of personalization that viewers will appreciate.

3. The rise of influencers and shoppable content on social media. According to PwC’s 2018 Global Consumer Insights Survey, social media ranked first — over business websites and price comparison websites — as the online source respondents use to find inspiration for their purchases. A key factor in this equation is the rise of social media influencers, or people and organizations that have the power to sway the purchasing decisions of their followers.

Pro tip: Partner with an industry influencer and offer a product discount code through one of their social media platforms. It’ll drive followers to your website, help you garner brand authenticity and potentially secure a sale.

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