Insightful digital marketing tips and strategies that will help grow your business and stay ahead of the competition this year.
What a year 2020 has been! Pandemic aside, it was a crucial year for businesses all over to re-think their marketing strategies. People all over also drastically altered their consuming behaviours towards digital mediums.
Even after 2020, the rise in digital adoption amongst consumers is here to stay.
It, therefore, becomes very important especially for business owners to arm themselves with the best of what digital marketing has to offer or risk perishing away and being left behind.
Digital Marketing Tips 2021
Here are some strategies from the perspective of an experienced Digital Marketing Consultant. They will surely help you this year no matter what new surprises 2021 throws.
#1 – Invest in creating great content first
Content Marketing has been the buzzword in online marketing circles for quite some time and for very good reason.
2020 has only accentuated its importance and 2021 will be the true test for brands. It will challenge them to adapt and to create valuable content for their customers.
Creating good content that your audience needs must be the biggest weapon in your marketing arsenal this year.
It is important first and foremost to understand that your content needs to be useful. Once you have a solid piece of content be it a blog post, a video, an eBook, etc. you have to make sure you are driving enough traffic to it through SEO, SEM, Social Media Marketing, Email Marketing, etc.
Once you have provided value to people, it is time to convert them into leads and then into potential customers. Remember, the game of content marketing is one for the long haul but the returns are equally big.
Here is an article that will help you start your journey into creating great content.
#2 – Collect data ethically
Your content will act as a lead magnet and must be followed by gathering data on your prospects. You can do this by asking for important details like name, email address, and contact number in exchange for providing your content or build your subscribers list for the future. Utilize the power of Google Analytics on your website because it’s the most reliable tool to track website data.
An important thing to note is that this data must be always collected in an ethical manner. Always as an opt-in. Never indulge in buying customer data from your competitors. It just doesn’t work.
Spamming people who have never interacted with your business is a complete NO.
People’s privacy is important and any responsible business owner will understand this. Always ask or inform people that you intend to send them promotional emails or other updates.
The data of your existing clients on the other hand can be utilized in various ways. You can use it for running re-marketing and user retention campaigns. Invest in a good Customer Relationship Management (CRM) tool if you can afford to because it will be worth it when you scale up your marketing activities.
#3 – Embrace digital advertising
Paid advertising has almost become the norm these days and especially after the pandemic. So many brands are vying for the limited attention span of people. You need to understand that you are not just competing with brands in your niche but with every brand that is trying to catch valuable eyeballs.
Attention is scarce and therefore highly coveted today.
The many benefits of digital advertising like the option to narrowly select an audience based on their interests and behaviours, real-time reporting, measurable conversions, hyper-local geo-targeting, etc. are why brands will keep on spending more of their marketing budgets on online ads in the coming decade.
However, it is important to understand your audience’s user persona must be clearly set first. The stage of the marketing funnel (Awareness, Consideration, Purchase, or Delight) that they are in is also very important to know before running ads.
The major ad platforms currently being used by businesses are:
- Facebook Business Manager (which includes Instagram Ads)
- Google Ads platform (which includes YouTube ads)
- LinkedIn ads
- Twitter Ads and
- most recently Amazon Marketing Services.
If you are just beginning to experiment with paid ads then I would recommend starting with Facebook Ads. Then move up to Google Ads for a little advanced experience. One key advantage of Google Ads is that here the user intent is very high in comparison as people are actively searching to buy or consume information.
Here are the recordings of the webinars on Facebook, Instagram and Google Ads that I recently conducted which should help you get started.
#4 – Follow the ROI
Setting up and running campaigns, paid or otherwise, is usually just the first step in digital marketing. One needs to constantly monitor the performance of these campaigns so as to get the best return-on-investment (ROI) possible.
Once you have fine-tuned the campaigns over time and figured out which ones are giving you the best bang for the marketing buck then you need to simply follow that route to get better results with future campaigns. Invest more time and energy then in these well-performing channels.
To analyze the ROI earned from each campaign you will have to first assign a definite value to the conversions you get. Utilizing conversion tracking pixels are a must to optimize for getting sales.
You will have to get comfortable with the different metrics used to measure ad performance and the sooner the better.
This article should be a good introduction.
#5 – Pay attention to the branding
It can be very easy to get lost in the daily hustle and grind of always meeting the bottom line. While sales are very important at this stage of your business, a lot of people ignore the brand building aspect of their company but this is a very big mistake.
People do not buy into a product or service offering as much as they buy into a particular brand. Think about it, when was the last time you purchased something based purely on its rational benefits? Emotions guide most of our buying behaviours as consumers.
A brand is any company’s most valuable asset. You can rebuild everything from scratch if your brand is strong enough. Invest considerable time developing your brand’s identity to get better results with all your marketing activities.
Great brands don’t come from great businesses, great businesses come from great brands.
One strategy could be of building a truly authentic brand on the internet. Most online brands today look the same and they follow more or less the same social media tactics when it comes to content creation. For instance, there are just too many brand-sponsored memes right now, don’t you think?
To truly stand out in the digital clutter, your brand needs to be like no other by finding its unique voice and giving an authentic meaning to its existence.
You can read more about building remarkable brands using existential authenticity in my book Existential Digital Marketing which I wrote and published in 2020.
All the digital marketing tips listed above will give you results only when you start implementing them. Get your hands dirty and into the game as soon as possible.
2021 is going to be a defining year for not just the future of marketing but also for the future of many small businesses. Many will perish while the ones that keep up to date with changing times will survive. Ignoring digital marketing now would be the biggest risk for any brand.
The only way to stay ahead in these uncertain times is to keep learning and keep improving.
I hope you found value in this article. Start executing these digital marketing tips for your business to see the results for yourself.
All the best!