2021 is going to see plenty of trends that have just begun to blossom in the digital marketing world, along with several that also defined the last few years. It’s quite possible that by the end of the year, some of these will have given way to other more relevant trends that have enhanced the customer experience even further. Right now, though, these are the things to be focusing on which ought to make your digital marketing approach successful in 2021.
Position Zero
It used to be that the best way to get your website noticed online was to have it appear as the first option on search engines. That wasn’t always easy given how much competition there was out there, but with the right use of SEO, the goal was always achievable. However, it seems there’s now a new goal to aim for – position zero. Not only does this appear at the top of search engines, but it also displays a snippet of information intended to answer a question posed by the consumer. It may seem counter-intuitive to give away this stuff without having someone click on your website. However, the boost it gives your reputation more than makes up for that. So, when it comes to your content, ensure that it answers a question clearly and succinctly to get it in that top tier position.
Local SEO
Not every company is lucky enough to have thousands of locations that span all over the world. You may well just have one spot that acts as your headquarters, with your primary consumers being those who live in the surrounding area. If that’s the case, then local SEO is key for you in 2021. It’s probably something that you’ve applied in the past because it’s the best way to stand out to your main audience. However, do you know how often the algorithm changes for local SEO? It’s vital that you keep up to date with any potential alterations because these could make all the difference to whether or not search engines consider you relevant.
Customer Segmentation
It’s always best to target specific demographics in your advertising campaigns. There’s no point trying to appeal to people who aren’t typically interested in what you offer because it simply wastes money. The best way to do this is through customer segmentation, where you produce a bunch of small marketing campaigns that are each tailored to a specific audience. It’s one of the best ways to market your content moving into 2021, and you don’t have to do it alone either. If you need help identifying the various demographics you should be targeting, you’ll find expert assistance at LNP Media Group. They have extensive expertise in digital advertising, with the promise of being able to precision target potential customers across services like SEO, display ads, geofencing, email, social media, and much more.
Visual SEO
Plenty of people use the internet to look at images and videos, and that’s something you should be utilizing in 2021. Recent developments have made search engine optimization for visual content just as essential as it is for the written word, which means you need to exploit all the imagery you use for your brand. Alt text in descriptions, keywords in file names, and images in your sitemap are just some of the things that you should incorporate for all your visual content. Combine that with the use of systems like Google Lens, and you might find that you have a leg up on the rest of your competitors. If you can attract consumers with both written and visual content, then there’s a great chance you may begin to rake in the sales in 2021.
Inclusivity
The world is full of people who look nothing alike, so why have so many previous advertising campaigns acted as though that’s not the case? As people have continued to make great strides in equality for gender, orientation, religion, race, disability, etc., consumers have demanded more inclusivity in digital marketing. They want to buy from somewhere that acknowledges their existence and shows support because there are so many companies out there who aren’t willing to offer them that. If you want to have success in 2021, everything that you put out, from your ads to your blog content to the products you sell, needs to be inclusive.
Sustainability
The wants and needs of the younger generations have changed a lot over the last few decades. As concerns for the planet have grown immensely, many millennials and gen z-ers have adapted their lives to embrace sustainability. Their passion for the environment has greatly shaped what they buy and who they get it from, which is something you’ll want to consider moving forward. One of the best ways to target this market and ensure that their business is something you can rely on is to make sustainability one of your major selling points. That doesn’t mean you suddenly need to go 100% green. However, younger people are likely to lean towards brands that advertise themselves as eco-friendly, whether that’s in the products they sell or the content they post on social media.
Interactivity
Interactive content is by no means a new concept in the digital marketing world. However, while it might have been around for years now, it’s only recently that brands are starting to properly utilize it. There are two reasons why it’s an effective marketing trend for you to employ in 2021, the first of which being personalization. One of the main things that consumers increasingly want out of brands is the feeling that they’re being targeted to specifically. That’s why elements like inclusivity and sustainability are also important because they make it seem like the content is specifically for them. Secondly, interactive content typically has longer engagement time, which means great things for your brand’s performance online.
Influencer Marketing
In the past, companies could force ads onto their consumers and there was nothing that could be done about it. However, that’s no longer a sure-fire way to generate revenue now that ad blockers are everywhere. Around ¼ of US internet users have ad block, many of whom are younger users who don’t have the time for display ads. What this means for you moving forward depends on who your main audience is. If you look at your analytics, you may find that ad blockers aren’t actually affecting you that much. However, if they are, it’s probably worth investing some of your money into influencer marketing, given that this form of advertisement is typically quite effective with younger consumers. If you can advertise to them in a way that they don’t feel is intrusive, your sales will naturally start to increase.
Given the ever-changing nature of digital marketing, these trends may well only be the starting point for your advertising needs in 2021. However, even if new trends come along and change everything, it’s unlikely that all of these suggestions will become defunct. In fact, a lot of them will probably still prove beneficial to you in 2022 and beyond, even if they’re not the latest and greatest thing by that point.
Here are six additional important areas of digital marketing that you should know.
Also check out The Secrets of Marketing to Millennials: Millennials make up 22% of the US population, and could be your top consumer. Read these secrets of marketing to millennials to tap into future profits.
