Remember that amazing marketing strategy you created for 2020 before the pandemic began? The one you threw out the window on March 13, 2020 when the world shut down?
We do too.
2020 threw us all for a loop, and we learned to hold our plans (including our annual marketing strategies!) more loosely.
We know there’s a level of uncertainty and trepidation as you plan your marketing strategy for 2021. But we’re confident you can’t go wrong this year if you take the following steps.
1. Prepare for Google’s next update.
Next month Google will introduce new metrics called Core Web Vitals, which will impact your overall search ranking. The three “core web vitals” Google is measuring are loading time, interactivity, and visual stability.
What does this mean for your business? Before Google rolls out Core Web Vitals in May, you should make sure your website is more user-friendly than ever. If something about your website’s navigation bugs you, chances are it frustrates your customers too. April is the perfect time to update your site for a more user-friendly experience.
Unsure about where to start? Don’t worry. Next Monday we’ll share some easy ways to get your website ready for Google’s update and improve your search ranking. Sign up for our newsletter so you don’t miss them!
2. Get social.
People are getting out more in 2021, but your customers still spend a lot of time at home on their phones. Because of the pandemic, many employees are also working remotely indefinitely or permanently.
2021 is the year to grow your social media presence. Never scheduled social media posts? Start now. Have a lower budget for digital advertising this year? Partner with “influencers,” or people on social media with a large following similar to your own. Or utilize Instagram Stories or Twitter Fleets to keep your brand at the top of people’s feed.
3. Focus on existing customers.
In an uncertain economy, customer retention is crucial, especially if you’re a niche retailer or recovering financially from 2020. Focusing on the customer you already have will save money because you aren’t having to invest in the early stages of the customer journey.
Brainstorm ways to keep existing customers happy. Offer rewards or coupons after an initial purchase that they can redeem at a later date. Send personalized push notifications through your business app for smartphones. Your satisfied customers will come back for more (and bring others with them!).
4. Go live and be casual.
People love a personable brand. Going live on social media is an easy, low-cost way to show your customers the people behind the curtain. Your brand will leave an impression when your CEO hops on Instagram to answer live questions or your team does a funny TikTok video.
We know “being casual” might sound unprofessional, but hear us out. Everyone is feeling disconnected from others after a year of social distancing. Customers connect with brands whose representatives are authentic online, and we could all use more connection in 2021. So jump on social media and make some live connections!
5. Optimize for voice search.
Voice search is a growing marketing strategy, especially since people experimented more with their smart home devices in 2020. To optimize for voice search, you’ll want to utilize long-tail keywords customers might use to ask questions or make requests.
What are “long-tail keywords?” These are words your customers use when they’re very close to a point-of-purchase. You want to be specific with long-tail words.
Here’s an example. If you’re close to a point-of-purchase for a picture frame, you probably won’t say, “Hey, Alexa. Search for picture frames.” You’ll be more specific and say, “Hey, Alexa. Search for an 8”x10” wooden picture frame.”
The key to finding long-tail words for your products is knowing your audience. What are they searching for when they’re ready to make a purchase? Answer this question, and you’ll discover good long-tail keywords to optimize for voice search. Check out this free resource to help you get started.
We know planning a marketing strategy for the rest of 2021 can feel overwhelming after the unpredictability of 2020. We’re here to help. Schedule a call today, and together we’ll craft a digital marketing strategy for the rest of your year.
