Digital Marketing Strategy to Win More Sales in 2021
When was the last time you reviewed your digital marketing strategy for 2021? Digital marketing has come a long way in the last five years ago and your digital marketing strategy framework may need to be refreshed. Your digital content marketing strategy plays a big role. Businesses are continuously trying and testing new techniques to attract your target audience. A digital marketing strategy that worked in 2018 is no longer valid because the media has advanced and social norms have changed. Take artificial intelligence, data-driven marketing, and targeted personalization, for instance. A few years ago, these concepts were considered far too ambitious and expensive to implement. In 2020, these innovative digital marketing trends have become the top priorities for most digital business owners. We look at some of the significant factors that can help your online business build an effective digital marketing strategy in 2021.
Focus on Personalization for Your Digital Marketing Strategy
In the past, marketing content was produced for mass consumption for millions of viewers. It was easy and quick to produce and did not cost a lot. However, it lacked a personal touch. Your existing customers, potential prospects, and others who were never going to buy your products were delivered the same kind of messaging. Data-driven marketing changes all of that. Today, you can customize your marketing content based on the interactions you have had with your visitors and customers. Marketers should look for ways to personalize every single message to their prospects and leads.
You can do this by digging deeper into analytics and understanding demographics, affinity categories, past behavior, and in-market segments. If you want to look at good examples of personalization, consider Netflix, Amazon, and YouTube. These platforms display products and services to users based on their past behavior and preferences. An excellent way to start personalization is by dividing your audience and site visitors into groups based on their actions. Users can be segregated based on first-time purchases, abandoned carts, repeat purchases, and page views without conversion. Then you can send them the correct marketing content based on the type of customer relationship you have.
Build a Comprehensive Sales Funnel
This follows from personalizing your marketing content. A sales funnel involves building content for various stages of a customer’s journey. The thing is, you will get all types of audiences on your website, from first-time visitors to regular browsers and dedicated customers. You cannot attract all of them with the same type of sales pitch. You need to adjust your layout, design, and content based on your visitors’ journey. If your content ranks high on SERPs, but you notice a high bounce rate or low average session duration, this could be due to a mismatch in expectation. The visitor must have landed on your website intending to find something, and your content did not meet their expectations.
Digital marketers spend much time creating top of the funnel content that grabs attention. However, they fail to follow through with content that maintains an interest in the funnel’s middle and leads to conversion near the bottom of the funnel. Make sure to diversify content on your site regarding formats and topics to cover all areas of your sales funnel. You can post images, animations, infographics, videos, and podcasts to improve your digital marketing content’s versatility. Also, consider the questions or concerns people might have as they move through your content. Give answers to satisfy these queries and create in-depth content to convert visitors into prospects and prospects into customers.
Provide Value through Your Content
The purpose of digital marketing is not just to sell products and services. The primary purpose of all marketing is to build trust with your potential market and create a positive brand reputation. Your goal should be to build long term relationships with your target audience, where people listen to what you have to say. Once a large enough number of potential customers trust and like your brand, sales will follow. The question is…how do you build trust and a positive relationship with your audience?
One of the most effective ways to do that is to create value for your audience. You can create value by educating readers on your industry’s latest advancements or giving them tips that solve their problems. You can compare various products, giving your assessment on what works and what does not. The more credible information you share, the more trust you will build over time. If you focus on promoting your products and push sales all the time, your audience will get turned off and leave. No one likes a business that shows-off its products and services without offering any real value to the audience through content.
Implement AI in your Digital Marketing Strategy
If you have not realized it yet, 2020 has been the year where AI started becoming dominant in the digital marketing sector. Progress was already being made to develop AI-based marketing tools before COVID 19. The pandemic induced social distancing measures made the process much faster. AI can analyze consumer behavior and search patterns much more effectively. It can use data from social media platforms and blog posts to help businesses understand how customers find their products and services. Currently, most of this customer data is analyzed by humans. However, the data scope has become so immense that we are reaching our limits to analyzing it effectively.
Developers have started to figure out how AI can be designed to detect customer behavior patterns that allow the software to make better predictions on what customers want. One exciting example of AI in practice is chatbots. Mastercard has recently developed a messenger bot for Facebook that can use natural language processing software to predict what the customer wants and responds as if it were a real person. AI marketing has also been developed to personalize email messages. AI tools can help you segregate visitors and customers based on their demographics and behavior. This helps you send the right marketing content to the right person, giving you a better conversion chance.
Focus on Building a Network and Community
SMM experts have pointed out that organic reach on major social media platforms has been going down over the years. Social networks like Facebook, Instagram, and Twitter are businesses. After all, they prefer to boost their sponsors on their platforms. Major corporations with big pockets have been the real beneficiaries here. These businesses can spend big budgets on social media advertising to get viewers. The pay to get views model does not fit small and new businesses unless they are willing to buy ads from time to time. One new solution that small businesses have come up with is to build communities on social media user group features. For instance, Facebook allows you to create a group for your business.
All members that are part of that group can instantly see posts by switching to the group’s view mode. Similar features are available to build groups and communities on other social platforms. The close-knit nature of groups gives a sense of exclusivity to members. Groups allow brands and social causes to engage and start one on one conversation with members. Groups are mostly run and managed by administrators appointed by the group creator. Members can ask questions and raised complaints that can be addressed by the representative or other members. Communities offer a powerful way to create a core group of supports (and critics). A smart business can use groups as a good PR machine.
Consider Video Marketing for Your Digital Marketing Strategy
Video content is compelling for attracting an audience. A few years ago, it was both expensive and time-consuming to create videos. Data limitations on video streaming also restricted businesses from pursuing this route. Better communication technology and advanced video creating platforms have made it easier to use videos for marketing. Today, even small businesses can put together a decent marketing video in a matter of days. It is no surprise that many businesses are switching to video content marketing in 2020. Facebook and Instagram, two of the biggest social media networks, have also adapted videos as an integral part of their platforms.
Here are some numbers to show how powerful video marketing has become in the last two years.
– More than 2 out of 3 social media users say that they have shared a brand’s video on their profile.
– Around 70% of businesses agree that video marketing improved their conversion rate.
– More than half of the consumers interviewed say that watching product videos makes them more likely to purchase from a brand.
– When it comes to decision-makers, 65% of executives visit the marketer’s website, and around 40% call a vendor after watching a marketing video.
Do not Forget About Written Content Marketing
While video content is excellent, many businesses continue to focus on producing written content. This is because the content remains the number one way to attract an audience to your website. You see, when users search for products and services online, they search through keywords. Blogs, articles, and eBooks offer the perfect way to optimize your content for searched key terms. Even when people search through voice recognition apps, they are still looking for written content.
Last year, Google introduced significant updates to its search algorithm. The update included the new BERT system, which has been designed to help Google understand how people use natural language in their search queries. The search engine giant advised businesses to ensure that their site has a fast page speed, useful links, and well-written content if they want to rank higher. Content marketing gives you more flexibility and allows businesses to pump out new material often. If you are struggling to produce content consistently, there are plenty of good that can help you publish professional-quality content daily.
Offer Interactive Content
Interactive content marketing is also becoming popular because it creates instant interest in your audience. Examples of interactive content includes puzzles, quizzes, questionnaires, embedded calculators, and animated ads that involve some input from the user. This type of content works on all demographics, men, and women, old and young. People love solving puzzles, riddles, or visual calculations. Many small businesses have creatively infused puzzles with their brands’ marketing content for success. Many lending, real estate mortgage, and insurance businesses offer payment calculators on their websites that allow visitors to compare and assess various products.
Analyze and Test Your Digital Marketing Efforts
Modern digital marketing strategy is all about testing and analyzing the results of your advertising campaigns. As a business, you should periodically analyze the reach, views, and clicks on your digital assets. Make sure also to check the demographics of your audience. Testing and analyzing will help you to make tweaks and adjustments to your website’s design and content. For example, you can use A/B split-testing to isolate and check the variables in your campaign and easily identify which versions drive the results you need. Check for each variable and by tweaking them one by one to find the perfect combination. This type of digital testing is a useful technique for improving content. It allows businesses to make significant changes to their content that improves results.
There is no fixed formula for digital marketing strategy. To be successful, you need to adapt, change, and improve continuously. To be truly useful, the business digital marketing strategy needs to be incredibly flexible. Customization of content is one of the key things to look out for. Also, consider building an omnichannel strategy and not just a multichannel one. Think about how you can improve communications with your audience at all points of your sales funnel. Your overarching digital marketing strategy must converge well and provide your brand’s cohesive experience to customers at every touchpoint of their journey. Finally, be receptive to new technology, tools, and strategies to gain an edge over your competition. Never become too settled in your existing marketing methods for too long. Review. Reinvent. Replace.
Have something to say about your thoughts on Digital Marketing Strategy for 2021? Learn more about ISMC Digital Marketing Strategy or contact us today to see how we can create a Digital Marketing for your organization.
Why Social Media Management is Important? Digital marketing encompasses many moving pieces that work together to...
Sales Coaching Is Important: So Why Aren't You Coaching?Sales leaders and managers: Before you read further, pause for...
How to Evaluate Sales Performance to Improve Your Team’s SuccessSales is a numbers game but, evaluating your sales...
Subscribe & Follow
Subscribe to Our Blog
Join our community to stay up to date with the latest sales, marketing, customer insights, skills development tips, upcoming events, and news, right in your inbox.