10 top trends – and how to stay ahead of the game with your marketing in 2020 The digital world is always changing, and changing fast. Since the first SMS was sent back in 1992, we’ve witnessed the rise of desktop computers, the arrival of broadband, and the domination of smartphones and social media. In 2020, we’re gearing up for 5G and even have AI living inside our homes. With new social media platforms emerging what seems like every week, and people queuing 18 hours for a glimpse of the latest iPhone, it’s no wonder so many of us struggle to keep up.
To do so can be exhausting, futile even, requiring an almost monk-like 1. Niche social media platforms I've previously written in this magazine about the benefits of wedding DJs being on Pinterest, a social media platform where brides-to-be love to 'pin' ideas for their big days. This kind of niche social media isn't going to disappear. Yes, Facebook, Instagram and Twitter may dominate, but people will always look to more niche platforms for specific features or to engage with a certain community based on their interests.
Brides go to Pinterest to create a virtual scrapbook of wedding ideas. Recruiters and businesses hang out on LinkedIn. And computer game enthusiasts share their latest efforts on Twitch. Always keep in mind niche social media platforms, especially if you want to stay ahead of your competitors.
If a platform specific to party planning or weddings popped up tomorrow, would you relish the change and sign up? Or keep doing the same old? Key platforms: Anything outside the ‘big’ three; any platform that your target audience is using. commitment to stay ahead of the game. But, whether you’re a solo DJ or a burgeoning multi-op, you only really have two choices: sink or swim.
If you want to continue making money by running a profitable business, you need to move with the times. And these days, that means moving with the tech. Every year there are new developments that change how we interact with customers and how they expect to interact with us. In order to market your DJ business successfully, you need to be communicating with people through the right channels, in the right way, using the right tools.
So, what does that look like in 2020? I’ve compiled the most common predictions from some of the internet’s biggest digital geeks. While some of these ideas may seem too ‘big’ or ‘out there’ for your business, there are plenty of takeaways to help you stay ahead of the competition. Just remember, everything can be scaled back to suit your business, and knowing what to be on the lookout for will help you make the right changes to your marketing.
Here are the digital trends you need to be aware of in 2020: 2. Smart speakers You’ll have seen good and bad press about smart speakers in recent years. At times, things can feel a little Black Mirror (“my Alexa is listening to me while I sleep” etc.) but smart speakers can also provide great assistance to everyone from disabled users to stay-athome parents. There are loads of reasons why people might speak to their computer rather than type into it, which is why the number of Google searches made from smart speakers continues to grow.
This is important information for businesses, as recent studies suggest that 60% of smart speaker owners have used them to make a purchase online. Maybe you’re looking for a new client meeting booking system for your website? Or perhaps you want to increase your visibility in Google search results? The fact that more and more people are speaking to their devices these days will help define the keywords you use on your website and perhaps even the apps and systems you choose to use.
Key tools: Google Analytics, Google Data Studio, Jetson, SEO optimisation, website. 3. Focus on awareness & branding In 2020, the primary marketing goal for your business should be increasing awareness and concentrating on the ‘health’ of your brand. Are you using the right channels to reach as many people as possible?
Do people in your area know about you? And are you consistent in the look, feel and tone of your website and social media? The importance of awareness is closely followed by the need to increase customer leads and prospects. But arguably the ‘lifecycle’ of a customer begins with awareness – if nobody knows you exist, why would they book you to DJ for them?
Key tools: social media, website, leaflets/flyers, business cards, paid advertising. 4. More AI and AR It’s the first year of a new decade, one that will no doubt see the advancement of artificial intelligence (AI) and artificial reality (AR) beyond what we could ever have expected. The development of technology, particularly virtual reality, over the last few years has been fast and, at times, scarily advanced.
The result is that people expect their experiences and online interactions to be more and more immersive. Who knows, at your business meetings a few years from now, you may be handing clients a VR headset and letting them re-live a recent party you DJed! But, remember, you don’t always have to think big with this stuff. Many of us use AI to navigate through everyday life, and the same can be done for your mobile DJ business, especially in terms of admin.
Why not configure your email account to auto-filter messages into categories like ‘enquiries’ , ‘social media’ and ‘bookings’? Or install a chatbot on your website to answer those simple questions that come up time and time again? AI can help save time on cumbersome admin tasks so you can concentrate on what matters most: creating memorable events for your clients. Key tools: Gmail, Outlook, If This Then That (IFFTT), chatbots, automated replies.
5. Social media for customer service DJing or hosting a successful party or event is crucial to client satisfaction, but don’t forget the customer service they receive before and after the event too. Just like AI, social media can be a great tool for answering enquiries quickly and professionally. It also has the added bonus of being a direct line to your customer base, making it perfect for addressing feedback (be it good or bad) and plugging your services.
You may already use paid social media ads but it won’t be long until social media platforms are fully fledged ecommerce sites, so more and more people will not only expect to book you via social media but receive prompt, professional customer service too. Messaging services like WhatsApp and Facebook Messenger will play a big part, as will tools that measure the ‘sentiment’ of your social followers (like Sprout Social). Key tools: Facebook, Twitter, Instagram, Facebook Messenger, WhatsApp, Sprout Social.
6. Stories & ‘ephemeral’ content In social media terms, ‘ephemeral’ content is content with a short life-span that eventually disappears. Think Snapchat or Instagram/Facebook Stories. Social media users love the informal, exclusive nature of this content and the popularity of features like Stories continues to grow.
If you haven't factored these types of posts into your social media strategy yet, you should give it a go. Next time you're out on a gig, try posting some updates to your 'Story' throughout the night, highlighting particularly important or fun moments. The clue is in the name, but it's best to tell some kind of story; you could start with you setting up your rig, then the guests arriving, a full dance-floor later on, maybe the first dance as well. Tell the story of your client’s experience so that future clients can imagine themselves in that situation too.
Key platforms: Instagram, Snapchat, Facebook. 7. Data analysis It’s been proven that businesses who regularly use analytics are able to outperform their competitors. Thankfully, in 2020, you don’t have to be a data expert or computer geek to glean information from your customers’ data.
Whether digging into the insights of your social media channels (see my article in the last issue) or tracking website activity using Google Analytics, there are lots of free tools out there to help you discover how customers and potential customers are interacting with your DJ business. For instance, are high numbers of potential clients leaving your website from a certain page; is there something putting them off making an enquiry or booking a meeting?
Data analysis can help you make improvements and give you an edge over your competitors, so even a small amount of time spent on gathering and analysing data is worthwhile. Key tools: Google Analytics, Google Data Studio, Facebook Business. 8. Interactive content You’ve probably already noticed this shift over recent years, especially on social media.
People want to interact with you and your content! One example of this is live video streaming, which, for DJs, allows people who aren’t at your event to experience it in real-time and leave comments. But things are going further. In the near future customers may be booking you directly through your social media posts.
Or your guests may be wearing VR headsets. And who knows what else? But remember, anything that allows your customers to interact with you is a bonus. It can be as simple as putting out polls on social media or posting live videos from your gigs.
Key tools: live video, polls, 360 video, VR/AR, social media. 10. User-generated content Influencer marketing is all the rage, but what bigger influencers can you get than your past customers? They’re your biggest ambassadors, your most valuable advocates.
User-generated content is any content created by your audience rather than by you – and it’s an incredibly powerful marketing tool. If a bride puts up an Instagram post of her first dance, tagging you and boasting about what a brilliant job you did on her big day – well, that’s going to grab the attention of the bride’s friends and any other bridesto-be out there. Why would they go with a random DJ (quality unknown) when they could go with you (the amazing DJ who put the ‘big’ in Gemma’s Big Day)?
You could post exactly the same photo and it would still be good marketing, but a post that comes directly from a previous client is what makes user-generated content so impactful. Why not try sending out a social media pack (via Dropbox) after each gig, encouraging customers to post about their event or special day and tag you in the post? The take up might be better than you think. Where do you think the digital world is heading in 2020?
And how will this impact your mobile DJ business? Let me know on Twitter @greg_cartwright or email me at Sources: - - - - 9. Dominance of video I feel like this comes up every year, but, yes, video continues to become more popular, filling our social media feeds and readily on-demand at the tap of a screen thanks to Netflix and other services. Hire a videographer for the night and you'll see just what incredible moments can be captured on film – footage that will do the talking for you when it comes to booking future clients.
These days you can even create great video content yourself. With a half-decent phone camera, you can capture some great video and edit it using affordable software. Or you could try a piece to camera, telling your followers more about the great services you offer. Video works well on your website to capture the interest of potential customers.
Share it to social media and watch your engagement skyrocket! Key tools: smartphone, YouTube, USB microphone, Lightworks (free), Adobe Premiere Elements (one-off fee), Adobe Premiere Pro (pay monthly), Apple Final Cut Pro (pay monthly)
