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As we head into 2018, it’s important to look ahead and make sure you are positioning your business for what’s next. There are plenty of social media marketing trends to look forward to.

And, as you consider what’s next for social, you also need to look into what your customers are likely to value from you. When creating your marketing plan for 2018, here are some ways you need to change your approach:

1. Create a Location-Based Strategy

A location-based strategy can help your marketing plan, whether your business is primarily online or whether you operate in the “real” world.

First of all, if you have a physical location, use geo-targeting. This displays ads to people within a certain distance of your store can be very helpful. You can spend less money, and potentially see higher conversions. You’re right there, pushing the ad or coupon, making it easier for the customer or client to take advantage of the deal.

It’s also possible to embrace a location strategy when you’re online. It’s possible to create ads that show only in certain places. You can tweak your ads to target certain towns, depending on your content. This type of marketing helps potential customers feel as though you have what’s right for them.

2. Personalize the Experience for Your Customers

Speaking of helping customers feel as though you know exactly what’s right for them, you can take that further by personalizing the experience for your potential customers. Consider different needs in your marketing plan. Add a video or audio component to your articles. Include visuals. Downloadables, printables, guides, cheat sheets, tutorials, and live streaming can all help you provide experiences that your customers want.

You can also target your Facebook (and other) ads to different ages and interests, as well as to geographic locations. It’s even possible to segment incoming traffic in a way that allows different visitors to your website to see slightly different landing pages, depending on their preferences.

Today, there are all sorts of tools that can help you create a more personalized experience for those who visit your website or interact with your business. This provides you with the chance to really reach your customers where they’re at, and target them with messages that meet their needs.

3. Make Sure Your Business is Mobile-Friendly

Mobile use continues to grow. If your marketing plan doesn’t include mobile-friendly measures, you could be in trouble. It’s not just about making your website responsive on a smartphone.

You also need to make sure that your business is integrated with the apps your audience uses. Make the shopping experience easy online with the help of ecommerce apps that smooth the transaction. You should be searchable. In some cases, it might even make sense to pay to have an app developed for your business.

No matter your business, it’s important to evolve with the times. Review your audience and their needs. That way, you can change your marketing plan in a way that increases your reach and boosts the effectiveness of your ad spend — allowing you to get more bank for your marketing buck.