The turmoil that happened in 2020 has made an impact on all facets of society, from social to politics, to health and commerce. More people than ever before are turning to the internet for information, entertainment, communication, and business. That’s why digital marketers have to update and rethink their previous strategies. For businesses, adapting quickly to the changing environment could make a big difference in their longevity.
On the search engine front, however, Google still leaves others in the dust. They have 94% of all organic traffic, not to mention 96% of mobile search traffic. So getting on Google’s first page is still the top priority if you want your digital marketing to be successful. Now that consumers and businesses alike have increased their digital presence, businesses would have to come up with ways to reach their target market more effectively.
Below is a list of ways on how to step up your digital marketing in 2021.
Outsource
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You may have a crack team of developers or a sales team that could sell sand to a Bedouin, but it doesn’t automatically mean that they can be great digital marketers. Outsourcing tasks you’re not an expert in is perfectly acceptable. Like everything else in the world, outsourcing has evolved, so now even startups can benefit from it.
Technological advancements and tools for automation have made communications easier for companies and their contacts all over the world. Your digital marketing requirements are relatively simple to outsource. Copywriting can be done by a well-regarded freelancer. Your social media presence can be properly handled by an agency.
For example, if you want to have a presence in London, marketing agencies like Caffeine Marketing can take care of your needs. You can also have an outsourced marketing head who can flesh out your online marketing campaign.
Outsourcing could also provide fresh perspectives and help you avoid being confined to parochial thinking you might have developed over the years. Keep in mind that your brand and your company’s credibility are at stake, so you should consider letting an experienced specialist handle your digital marketing. This is an area where it’s extremely risky to do trial and error.
Improve Your Branding Strategy
If you want to step up your digital marketing, you should implement a solid branding strategy. Your brand is the face that carries the name, symbol, and core values of your business. It’s important for your target audience to see your brand across all channels to gain familiarity or business awareness. This way, they can distinguish your brand from all other competitors.
Here’s how you can improve your branding:
- Remain Consistent: It’s essential to remain consistent with your brand identity. Make sure that your company profiles are all the same across online channels. You should also include your logo in all facets of your marketing campaign.
- Install Digital Signages: Signages have evolved from paper posters and plastic banners to digital screens. You can boost your branding by creating unique and beautiful digital signages with the help of experts like Mandoe.
- Combine Digital Marketing And Branded Merchandise: Some examples of branded merchandise items include customized shirts, caps, keychains, lanyards, and mugs. You can include your company logo and brand name for these personalized items. In addition, you can combine branded merchandise marketing and digital marketing by offering them as corporate giveaways. You can also give them as freebies for a certain amount of orders when customers shop online.
Boost Your Email Strategy
Are email marketing campaigns still relevant in 2021? Judging from figures gathered by HubSpot, yes—emails are still an effective marketing strategy. In fact, 80% of marketers credit email marketing for increasing customer retention. Another great thing about email marketing is that for small businesses, it has the highest return of investment (ROI). In the US, email ROI returned USD$38 for every dollar spent. In the UK, it’s GBP£42 to the pound.
Just avoid sending spam emails, or your customers will likely unsubscribe. Instead, send emails that your customers will value. Using segmented campaigns is better. Marketers using segmented campaigns with their email strategies reported an increase of 760% in revenue. Sending content to your clients that are relevant to their needs is always best.
Optimize For Voice Search
Voice search has been seeing a lot of use lately as digital assistants like Siri have become more capable, not to mention smarter. Also, voice search is much faster than typing, which means faster results. It’s preferred by people using mobile phones. In 2020, more than half of mobile users took advantage of this technology. That trend is likely to increase in 2021.
One way to optimize your site for voice searches is to try providing answers to questions that users often ask. Keep in mind that when people use voice search, they use a conversational tone. Additionally, you can create a page dedicated to answering frequently asked questions (FAQ).
Use Video Marketing
Video will continue to grow as a major component of digital marketing. Research conducted by Cisco estimates that by 2021, videos will account for around 82% of IP traffic. People prefer videos over reading plain text, a fact which marketers are very much aware of; 93% of them who use videos maintain that it’s an essential facet of their digital marketing in 2021. A video advertisement can also provide more information than static images.
At present, branded and live videos are getting the most traction in video marketing. Live videos are especially great for getting the audience to engage. They’re interactive, and people can post a comment or a question and get answers during the broadcast.
Videos don’t have to be expensive. Anyone with a good camera and a microphone can make one—even a smartphone will do. There are dozens of apps you can use to produce a professional-looking video without costing a packet. However, be sure that your videos contain useful information and directly answer any concerns that your target audience may have.
Use appropriate keywords, and go for a straightforward and compelling title. For example, ‘How to make Szechuan chili oil’ isn’t as compelling as ‘Here’s how to make the perfect Szechuan chili oil.’ Making your content unique and interesting would be an advantage.
Conclusion
A lot of what happened in 2020 has affected all sectors of society, including businesses. As a result of health protocols, people have relied on the internet for many things, including shopping. Moreover, the trend of businesses increasing their online presence has become a veritable exodus. These shifts will likely continue even if the world returns to a semblance of normalcy.
The ways to step up your digital marketing in the aftermath of 2020 listed here can help you start adjusting to the changes in the world of business. After all, the ability to change and adapt is crucial for survival.
