The ongoing COVID-19 pandemic has disrupted the way businesses operate. We have seen more and more products and services come online, and many employees will continue to work in remote or mixed environments in the second half of next year. Customer responses to COVID-19 have varied over the months, which gives us some insights into the marketing trends that are at work in this new normal and what to expect in 2021.
Does your business need to consider key digital marketing trends in 2021 to attract and retain existing customers and generate more traffic, potential customers, and revenue? We have determined the time and resources that savvy managers should invest in eight areas next year. If you don’t know where to start, start here-because these eight industry trends may prove beneficial to your business’ marketing.
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1. Social media participation and retention
Organizations should prepare to devote more resources to social media marketing in 2021. Social media budgets accounted for 24% of the total US marketing budget in the second quarter of 2020, up from 13% last winter. During the COVID-19 pandemic, marketers are paying more and more attention to customer retention. This situation will continue until 2021. The pandemic has greatly increased the time people spend online, including the way they research products, brands, and organizations.
This consumer shift creates new opportunities for marketers to expand their influence in new audiences and re-attract long-term customers. A good social media marketer can develop a content plan for just a few hundred dollars a month, publish regular posts, monitor and drive customer reactions, and attract new business. If your small business has been delaying adding social media services to your marketing mix, now is the time.
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2. All include Google business information and local SEO
If you run a small business, the most important thing you can do is to ensure that the local listing is verified and kept up to date on various search platforms. This is because, for B2C companies that primarily attract customers at the local level (such as dentist offices or car dealerships), the "Google My Business" list provides information about your working hours (changing due to COVID-19), services, And geographic location. This is one of the key factors in search, and business owners are often overwhelmed to understand how many directories are there.
3. Improve usability communication
McKinsey believes that the availability of products and services is the number one reason customers now switch their brand loyalty. Marketers can deal with this challenge in several ways. The most obvious (if the most difficult) solution is to increase the number of days of product inventory or the availability of service slots. Get creative. For example, as more and more people work from home and there are many remote learning children, most of the doctors and dental clinics that work with us redistribute staff to more daytime and fewer nights and weekends time.
If adjusting inventory levels or repair time is a challenge (or worse), then timely communication becomes critical. Be clear about what you can and cannot do, and set reasonable expectations. For bulk commodities, consider placing banners on your website to indicate when key products are in stock. If you do not collect customer contact information, now is the best time to create a subscriber list so that you can proactively notify customers of changes in availability via automated text or email.
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4. Automatic bidding in Google Ads
Speaking of automation... Google Ads marketers will constantly adjust and adjust campaigns, keywords, and bids to maximize your advertising revenue. The problem is that all adjustments have a price: more time and higher management costs. Enter an automatic bid, which allows Google to automatically perform previous actions to adjust your bid in real-time.
Now, automatic bidding is nothing new, and it made its debut as early as 2016. But continuous improvement (especially in the past year) means that it will achieve a breakthrough in 2021. Use our time to optimize other aspects of PPC performance, so as to ultimately provide customers with better results at a lower cost.
5. The power of voice search
Voice search is currently not part of Google's algorithm; however, it still determines the current search results. Compared to a text-based search entered by a user, a voice search query often produces different results. For SEO, it is a good idea for enterprises to provide voice search components for consumers who are adapting and switching to the media.
Voice Assistant Use, By Type
Voice search experts believe that content must be optimized specifically for voice. It needs to be more direct and conversational in order to accurately synchronize with search queries. By remaining relevant and more visible to consumers, will help increase traffic. New to voice search? Don't worry, we have covered it for you. Check out our more in-depth description of the voice search function.
6. Improve retention through segmentation
Compared with retaining new customers, retaining existing customers requires less capital, so marketing experts always recommend investing more effort in the later stages of the buyer’s journey. Happy customers tend to tell their friends and provide recommendations to help increase their income. They are also more likely to provide direct and honest feedback on your issues, which will only increase your brand awareness.
Make sure to let them know about your organizational changes or processes that will affect your relationship through email marketing or interact with them on social media. By collecting data and segmenting customers, you have the opportunity to save costs while delivering products and services. You can also target them in a more cost-effective way, which will further expand your marketing expenses.
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7. More interactive content
Adding interactive elements to your website or social media is a great way to provide value to visitors, attract them to interact with your brand, and learn more. For example, suppose you are a real estate agent and you add a simple but effective mortgage calculator to your website. You can now provide value to your visitors while also learning more about them based on the data they enter into the calculator. In turn, this information can help you optimize your role and product positioning.
Other examples of interactive marketing include assessments, quizzes, games, polls, interactive videos, surveys, and competitions. Competitions are a great way to quickly index coverage and popularity. The fastest way to cheaply get your brand in front of many new potential customers is to have your current customers share the contest's Facebook post. Many of our clients have taken it to a new level and made it into a referral competition, which usually brings attractive returns to those who bring the latest business.
8. Focus on employee engagement
Human resources professionals have long realized that COVID-19 pandemic will affect employees and productivity. For many people, this is their first remote work, and this experience may exist and be liberating. But so far, this pleasure has disappeared. Add in the child's distractions and the pressure of dealing with the world around them, and it's no wonder that the morale of employees is being frustrated, and productivity follows.
Maintaining contact between employees is very important because aggressive employees will communicate better with each other and ensure better customer outcomes. As a manager or business owner, you are responsible for ensuring that the customer-facing team (service, marketing, and sales) understand that even though you may not be in the office, you are still working together to achieve the same common goal. Break the project into large pieces and set clear milestones. Then, make sure you set up multiple communication channels and are ready to share success with the entire team on each channel.
Where are you going from here?
Although these digital marketing trends cannot represent an entire list, there's an honest start line when planning a marketing strategy for 2021. In unison, most CMOs and marketing managers can increase opportunities by shifting more resources to social media and local search, adding more personalized and interactive content, and improving customer-facing team engagement.
These eight main trends can help you increase website traffic, attract more potential customers, and increase sales while retaining your hard-won customer base. They are also essential to help you understand digital marketing trends and how they affect the larger competitive landscape.
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