For businesses in the Information Age, marketing can sometimes be confusing and overwhelming at the same time. There are many channels to choose from—from chatbots and voice search, to print ads and social media. With the number of choices, marketers can sometimes get lost and feel overwhelmed about where to start.
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Having a good marketing strategy in place is a nice way to begin. After all, businesses today would be courting disaster if they don’t have one. With all the available marketing tools, a marketing strategy shouldn’t pose any problem. The first thing to remember is that 2020 changed a lot of things; 2021 is the year where you’ll use the lessons of the previous year. For example, there are now a lot more people who rely on online platforms for shopping and work.
So, if you want to upgrade and boost your marketing results for this year, here are a few tips:
1. Adapt to a New Environment
So how did 2020 affect your business? Take note of how the events of last year impacted your business, and think about how to address them in your marketing campaign for this year. For instance, a lot of businesses’ online sales spiked, while in-store visits took a hit. Your campaigns might have been a hit or miss affair, and your team struggled to find the right approach.
What you can do is review all the data and insight collected last year so you can avoid the same mistakes as you formulate a new strategy. You can allocate funds or efforts to areas where you were weakest and concentrate on those. Perhaps you need to find effective ways to re-establish relationships with existing customers and focus on client retention.
For ads that missed the mark, take into account how the message or content could have affected its performance. For those campaigns that worked, find out what made them work. Use the experience you had the previous year—the successes and the failures—to fine-tune your campaign for this year. Experiences shouldn’t be wasted.
2. Upgrade Marketing Processes to Automation
Getting your marketing processes automated will result in a more efficient campaign, which could mean that you can focus on other aspects of your company. With all the tools that are available to businesses nowadays, getting your business automated would be a breeze.
From tools for your email campaigns to the implementation of your marketing platforms, there are a lot of tools to choose from to achieve automation. You can try also web application monitoring.
You can even go the route of outsourcing to specialists. Outsourcing can improve your company’s efficiency, freeing you to redirect your attention to other campaigns.
3. Make Sure Your Content Is Optimized for People
Search engines like Google had previously accepted and ranked keyword-heavy content that people use when searching. The problem with this is that content providers focused on gaming the search engines; content became nothing more than vessels for keywords. Search engines, as a result, were giving people keyword-stuffed, poorly-written, and even irrelevant, results.
There wasn’t much rhyme or reason for what the search engines were presenting to people’s searches. Context was non-existent, which made it even harder for users to find what they’re searching for.
Thanks to artificial intelligence and machine learning, search engines now can rank contents that are not only user-optimized but fresh and relevant, too. Contents with shoehorned keywords are now fewer. Keywords, when used judiciously, are helpful, but don’t put too much emphasis on them. Focus instead on providing content for people, and not for satisfying search engines’ algorithms.
Blog posts and webpages should have content that users would find engaging. Views and long user sessions indicate to search engines like Google that your pages are relevant and thus should be ranked higher.
4. Pay Attention to E-Commerce
e-Commerce has come a long way because of the 2020 pandemic. For many businesses, online orders increased dramatically. Businesses that were unprepared for the deluge of online orders were caught flat-footed. If you were one of those, it’s not too late to direct your attention to e-commerce; e-commerce is here to stay.
Consumers have had a taste of e-commerce and they’re not likely to abandon the ease and comfort, as well as the safety, that ordering online provides. The only thing you have to consider now is how to make their shopping experience easier, unique, and more convenient—you’d want to show clients how rewarding it is to keep coming back to your business.
The year 2020 changed a lot of things. For businesses, it showed that the old ways of doing an online marketing campaign have changed, and for businesses to thrive, the lessons of the previous year shouldn’t be ignored.
It’s no longer enough to satisfy algorithms; thanks to the advent of Artificial Intelligence, the focus is now on how to engage people and not search engines. Likewise, many tools are available to make marketing campaigns easier. The rise of e-commerce also signals to businesses where the future is headed.