Which digital marketing strategy for 2021 ?
Online content is king these days and few people who truly understand marketing and business management would argue that digital marketing is absolutely essential. But how can business owners and managers maximize their reach and increase new customer contacts and retain existing customers effectively with digital marketing strategies? As 2020 draws to a close and hopefully takes much of the turmoil and upheaval with it, 2021 can hold great promise. Here are a few ways businesses big and small alike can embrace the 3 types of digital marketing that are changing the ways marketing strategies are designed and carried out.
SEO, SEM & SMM
SEM, SEM & SEO strategies are all about getting out in front of your target audience. You may have heard that these strategies are complementary?
They both aim at the same goal, but one works in the very short term, requires a continuous investment but offers very quick results, while the other is a longer term strategy that brings you continuous results after an initial investment and a little patience.
Digital marketing campaigns need to be focused on pushing keyword optimization so your brand can get in front of as many people as possible (i.e. on Google for instance), but in today’s digitally connected world, social media is also a must!
That’s what SMM is all about, promoting your content, your special offers and creating commitment to your brand. Facebook, Twitter, LinkedIn, Pinterest, Instagram, YouTube, TikTok, Reddit, Tumblr, and many other platforms are popular and can be great ways to market your business.
By using hot button words, keywords, trending hashtags, and buzz words, you can easily get noticed by new customers. Depending on the products and services you have to offer, more than one platform may be suitable for your digital marketing plans. Even if it’s just a few platforms to start off with, being on popular social platforms is a wonderful way to boost your exposure.
But remember that to design an effective digital strategy, you should take advantage of all the levers at your disposal. A complete digital marketing campaign will therefore usually include SEM, SEO and SMM that complement each other and create a synergy to improve your results.
Communicate With Customers Effectively
The underlying goal of any marketing campaign or advertisement is to promote your services and products, the benefits your brand has to offer, and what sets you apart from the competition.
There are a number of ways you can accomplish this in an effective manner:
- Auto Mailing- allowing customers to sign up for emails about new products, services, or sales can be a great way to keep in touch.
- Discounts and Specials- make sure your customers and the general public know when you have sales and special events coming up.
- Member Rewards- show that loyalty matters to you by offering perks and rewards that only current customers are able to access.
- Post-Service Surveys- after working with customers, ask them to complete a quick survey, and review of their experience.
- Community management on social networks- be active online on popular social media platforms and interact with customers often.
- Review Sites- look into securing a listing on review sites like Yelp to help increase your image and reach more local customers.
- Customer Support- be sure to respond to customer inquiries and concerns quickly and professionally at all times.
Google Ads New Feature: Lead Forms
The one constant that will always remain is that everything changes. If businesses cannot change and adapt they will not survive in 2021.
However, this does not mean that every change is good or perfect right from the start. One example of this is the newest feature from Google Ads- Lead Forms.
Even if this new marketing tool could become better in the future right now it is not all that good for two main reasons: 1) people are not used to filling out a form directly on a search engine, 2) the form is not very attractive or user-friendly as it is currently designed.
It may be worth looking into as part of a larger more diverse digital marketing strategy for local businesses of all sizes.
While it might not be the best system right now, getting in on the ground level of something and learning how to use it along with your customer base can help everyone embrace the new systems and processes. In the long run, this could work to your advantage, but time and usage are the only ways to know for sure.
Voice Search Tools and Innovation
The way we interact with the world around us has forever been altered with the invention of smart technology that is accessible by the average customer.
Tech is no longer relegated to business owners and gurus. The everyday customer has smart technology in their home when they use voice services with smart speakers.
Where most people are accustomed to typing search queries into Google and similar search engines, the rise of voice search tools and applications is changing how we search for data and information.
With the power of your voice alone you can easily search for local restaurants, find specialty gifts, browse for goods and services, and check business reviews all from the convenience of your mobile device.
No more slow and cumbersome typing.
As fast as you can speak, you can now be connected! Businesses need to be sure they are considering the common voice search terms and phrases to include those specialized keywords into their blogs and websites and digital marketing material so they can maximize their exposure!
How Voice Shopping is Changing Marketing
New technology takes time to understand and fully embrace and the same is true for voice-based digital searching.
What were foreign ideas 10 years ago is now the norm for many customers.
Nearly half of all online searches conducted today are done on some sort of smart devices such as a phone, tablet, or laptop. Not to mention Siri, Alexa and ‘Okay, Google’, and the hardware that one can buy, such as Amazon Echo or Google Home.
The new generation is gradually leaving behind old and outdated methods of searching for the goods and services they need.
Any business that wants to survive the coming year needs to embrace new trends and technology, including voice searching especially!
Final Tips For Crafting a Digital Marketing Strategy in 2021
SEO, SEM and SMM for small businesses is all about getting out in front of your target audience. When it comes to crafting digital marketing strategies for the new year, here are a few key points to keep in mind:
1. Quality over quantity every single time
2. Make sure customers know what you have to offer
3. Give customers incentives
4. Make sure your marketing message is clear
5. Embrace digital process and platforms
6. Be involved with customers
7. Keep SEO at the forefront, it will pay off in the long run
8. Take advantage of the synergy between SEM, SEO and SMM
9. Start embracing new trends like voice searches
10. Do not fear digital process and technology
11. Keep customer satisfaction as the main goal
A digital marketing strategy can take on many forms so be sure you are keeping up with the wants and needs and demands of your customer base.
Make adjustments where needed to ensure you are leveraging your marketing campaign fully.
As we look to 2021, it is important to ensure your brand is keeping up with the times!
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