Online Marketing Trends to Watch in 2012

Changing Times on Minneapolis PR Scene

Years ago when I was first starting StoryTeller, a PR friend of mine here in Minneapolis, told me that she didn’t think there were many new business opportunities in the Twin Cities. Her feeling was that the Minneapolis PR scene, and the Twin Cities PR scene, was pretty much tapped out. In some cases, she was right. When it comes to developing medium and large public relations accounts in Minnesota, it’s highly competitive with exceptionally strong agencies behind the biggest brands. On the flip side, we, at StoryTeller, weren’t trying to rule the PR world, we just wanted a small, little corner. Now, with online marketing exploding and consequently blurring the lines between marketing and PR, there is no better time to be a small, tactical and nimble inbound marketing and PR agency in the Twin Cities.

As we turn into 2012, I believe there are 3 big trends to keep an eye on as it relates, not just with Minnesota PR agencies, but with agencies and independents around the country. Here’s what I believe will be conversations that come to the forefront in the new year:

Online video

Sure, this may seem obvious for just about everyone living in the digital age, but where I see video as a game changer is as it relates to good old, lead generation. In 2011, we at StoryTeller benefitted from more and more businesses wanting to produce video as an online asset. In 2012, I believe more businesses will begin to take a more strategic approach to video and begin segmenting their needs based upon their sales objectives. In other words, “pain points” in sales and marketing plans will dictate the type of video content that will be created. It will then be used online and in sales meetings.

Social Media ROI

Like most agencies who have introduced social media to their clients, we too have gone into sales presentations levying the R.O.E. (return on engagement) argument for the value of social media. Yes, it’s true, like so much marketing, it’s nearly impossible to put a value on a Facebook fan, or a “like,” or a YouTube view, but engagement is a big deal. We’ve been preaching that for three years. Now, it’s not enough. Businesses need more than a hope and a big Twitter following to pay the bills. We at StoryTeller are beginning to deliver real, trackable ROI on our work in inbound marketing and throughout 2012, we anticipate having solid data that backs up the notion that our clients must be online.

Return of the Blog

I’m not sure it ever left, but let’s face it – businesses are not going to pack in their websites for Facebook pages. Rather, they’ll have both, yet, their online web site presence has to be strong, it has to be dynamic and it’s got to solve problems for their customers and prospects. If there’s a better tool for driving traffic to a website than a blog, I haven’t seen it. If you’re interested in an outsiders perspective, check out John Vomhof Jr. who wrote a December 16th, front page piece for the Minneapolis/St. Paul Business Journal on how blogs let businesses tell their story. Well, marry a great story with helpful and useful call-to-action buttons that are designed to capture valuable visitor information and you’ve got yourself a lead generating website. Those are three words you don’t see together too often!

Search will continue to rule the world online in 2012 and the battles for top ranking in specific keywords will be an ongoing challenge for those businesses trying to rise in organic search, which is yet another reason why rich, dynamic and relevant content will be at the center of the discussion in the year to come. Got your own opinion? I’d love to hear it.

Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media and crisis communications. Follow Ed on Twitter @erheil.

Tags: inbound marketing agencies, inbound marketing minneapolis, john vomhof jr., Minneapolis PR, Minneapolis St. Paul Business Journal, pr agency in the Twin Cities, Twin Cities PR

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