Following the trends is an easy way to not take any risks. It’s an easy way to get average results and be on the same level as everyone else. Entrepreneurs who’re just starting out will often follow this mantra because they just want to establish themselves first. This is perfectly valid, but what they don’t realize is this could be destroying their online reputation. And when 88 percent trust online reviews more than anything else this is a major consideration.
Deciding to follow the trends isn’t always a good thing. This guide is going to show you some of the reasons why following the trends when marketing could impact your reputation negatively.
The crowd isn’t necessarily doing the right things
It’s easy to assume that because most people are doing something they must be right. What people forget is that just because everyone is doing exactly the same thing is not a reason to say they must be right. A few people doing things wrong could quite easily gather a crowd of followers.
This nearly always happens when people are opting for short-termism. They follow tactics that work in the short-term, but after six months they begin to level off.
You shouldn’t follow a marketing trend that could hurt your online reputation. Look at a marketing trend based on its own merits and not just because everyone else is doing it.
You’re not looking at the long game
They say that a stellar reputation takes years to build and only seconds to destroy. In the online world, with so much competition, this is truer than ever before. Marketing trends are so often short-term trends.Their effects last for no longer than six months and the problem with quick results is the strategies involved can cut corners or completely ignore what’s in the distant future.
Companies that blindly follow marketing trends may make some early spikes in their income, but it could come at the cost of the quality of their services and the image of their company.
Your brand becomes confused
Your brand’s identity is something that will last from the establishment of your company until the end of time. A company may go through one major rebrand but no more than that. You must stick to the same principles and the same branding that you used to establish yourself in the first place.
This is the only way that you’re going to stand out. Whenever you appear, your target market will always know who you are and what you stand for at a glance. It should come as no coincidence, then, that some of the most established brands in the world don’t follow the trends.
Following the trends means constantly twisting your strategies and brand image. Your brand can become confused. Likely, if you do this for long enough, you’ll soon find that customers are angry because they don’t understand what your point is and what you’re there for.
Should you stick to the trends?
This is where it gets difficult. Some trends are can become part of the common rules of marketing.
Take video ads as an example.There was a time when video ads were considered to be no more than a fad, people assumed they would eventually disappear. Fast forward a couple of years and no major brand would dream of not using video to promote themselves.
Trends have to be evaluated on their merits. Purposely avoiding trends because you’re scared that they’re going to damage your online reputation won’t lead to any positive developments. You need to evaluate each trend to make sure that it conforms to what you want to do with your brand.
Always ask yourself whether that trend is having a positive or a negative effect on your target market in the long-term.
Understanding the trends
Every company should be aware of the major marketing trends on the horizon right now. Even if you choose not to partake in trends, you should still be aware of what’s going on. For example, virtual reality is becoming a big issue, and it could make its mark in the next few years.
There are major changes to SEO to take into account, and it could alter the way online marketers target their ads. Things like this all have to be taken into account if you want to stay on top of your game.
Photo credit: Rawpixel.com/Shutterstock