2020 has been full of bumpy roads, unexpected turns and countless obstacles along the way.
It has been a challenging ride. But it has also made the world more innovative, resilient and strategic too.
The same goes for us Marketers – the unprecedented difficulties have made us more flexible and creative in promoting our businesses, connecting with our audience and overcoming our competition online.
This 2021, there will still be larger forces beyond our control. Nevertheless, we can prepare our brand as early as now to ensure that we’re earning amazing results in the near future.
How? Through the power of Content Marketing!
Brands love to tell stories.
Why? Because people love hearing them (if they’re told well, that is). Stories are ingrained in the human psyche because they help deliver a core message in a flow the keeps people engaged throughout every stage.
However, while stories are as old as history, the typical story arc has changed - and your audience has changed it.
It’s time to adapt or get ignored. I know which option you’d probably prefer!
Can you believe that 2021 is right around the corner?
Now’s the time to call your team in for a huddle, evaluate your performance and start raking your brain again for new marketing strategies, plans and innovations to grow your business in the new year.
So, how will you use marketing to grow in 2021?
In our previous blog, we discussed the 10 key trends that are expected to have an impact on digital marketing throughout the upcoming year.
In this blog, let’s delve into 8 more marketing trends that may transform your marketing, ramp up your content and meet the evolving expectations of your target audience.
2020… well… yes… let’s just say it was an experience.
From natural calamities to political unrest and a global pandemic - there’s no denying that businesses have experienced an unprecedented shakeup and are now trying to keep up with the evolving demands of customers, the “new normal” restrictions and increasing competition online.
Digital marketing, however, has shone through. It’s how we’ve all been able to still communicate with our audiences, keep our services relevant and carry on.
This upcoming year, digital marketing will continue to play a crucial part in business growth.
So, now’s the time to look at the key 2021 marketing trends to consider adding to your marketing plan in the new year.
Here’s some that we’re looking at.
Is your brand just online? Or REALLY online?
Businesses of all types, sizes and industries share one common thing today: we all have audiences whose eyes are glued to screens and rely on the internet for solutions.
Since these potential customers can stumble across websites, social media pages, ads and other digital content at literally any time, you need to be there.
Not just there, but providing an engaging experience that makes you relevant in their eyes.
Strong copywriting is the standard for building an online presence that moves people.
Here’s how (and why you need to implement it yourself).
Who are your competitors?
How many of them are there?
Due to the influx of brands over the last few years, we can assume they come in a range of sizes and shapes – from online businesses with delivery services, to brick-and-mortar shops with established products and big companies with large marketing budgets.
So, how do you position your products and services to still earn the attention of people, despite the crowded market?
Great copywriting, of course.
It can help you articulate the value your business provides, helping you persuade an audience that you’re the right choice.
Here’s how copywriting helps you stand out for all the right reasons.
Just like a shop front or office space, your website is another entry point for your customers.
AND just like any physical location, it should be maintained, updated and polished regularly.
Your website makes up the majority of your digital presence. It’s like a virtual shop where people go to browse through your products and services, and learn more about your brand.
But most importantly - a website is a place where they will decide if you can be trusted with their needs.
Is your website putting on a good show for them and winning them over?
It should be. Here’s how.
In today’s marketing, consistency is key.
This certainly applies to the way your brand communicates through its messaging, style and tone of voice.
I can’t make it any simpler than that. While you do need to vary up your types of content to keep things fresh and, yes, brands do evolve over time, it’s very important to have a consistent core message that forms a relatable identity.
Here’s why your brand needs a core message and how to do develop your own.
Content Marketing is highly mainstream today.
But it’s also powerfully effective when done correctly. Why? Because your audience is actively hunting for valuable, entertaining and informative content every hour of every day.
Look at what you’re doing right now! Look around at everyone on their phones.
Searching for content is ingrained into our lives.
So, what types of content do you need for content marketing?
What content does your brand need to create to be successful?
Do you want your content to go further?
Is your content continuing to offer you results?
Most of your content should be working hard for you on an ongoing-basis.
If not, then it's time to plan the use of your content better! Having a more robust approach to content marketing offers many advantages and it's beneficial for both your customers and your brand.
Here's how to prolong the strength of your content, so it can go the distance for the good of everyone.
Your brand is one of your business’ most valuable assets.
That’s because it stands as a beacon that your audience can recognise, understand and relate to. But it only gains this value through its own strong identity.
A brand identity is much more than just aesthetics like colours, prints and typography - it is how your brand defines itself.
Here’s how to build a brand identity using copywriting.
Competition is fierce today.
Business Owners and Managers like you are looking to digital marketing initiatives like social media, influencer advertising, interactive content and even Artificial Intelligence (AI) to connect with your audience.
However, you shouldn’t overlook and underestimate one of the oldest yet effective marketing tools that exist – email.
With over 3.9 billion daily email users in the world, email marketing (or Electronic Direct Mail - EDM) still offers results, can make a good impression and build lasting relationships with customers. In fact, marketers who utilise segmented email marketing campaigns enjoy an increase in revenue as much as 760%.
Do you want to achieve the same success from email marketing? We know the secret! Here’s how.
Do you want to drive your business forward?
Let’s be honest: marketing strategies make the most impact today when it comes to brand growth and public-facing progress.
Those inspiring brands we notice and follow? Their success comes from smart, innovative marketing.
With an active marketing approach, you can make a big impact using advertising, educate through content, develop new solutions and build stronger relationships with your customers.
So, how do you create effective marketing strategies?
Have you visited a website and then seen their brand everywhere online?
This is a Marketing Practise called Retargeting (or remarketing).
It's a highly-effective way to raise brand awareness with prospective customers and a very cost-effective approach of getting people to return to learn more about you and hopefully make contact.
Retarget marketing is definitely something your business should be using to expand your digital marketing presence.
So here's everything you need to know to get started.
A common challenge all businesses face is crafting the perfect marketing messages.
This is because it seems easy but can be deceptively difficult. You need to explain how you provide a relevant and valuable solution to a customer’s problem without boring or confusing them, while aligning with your overall marketing strategy and brand positioning.
Hard, isn’t it? It’s no wonder why brands struggle to promote their products and services with a compelling marketing message.
To help you create ideal marketing messages, here is a list of mistakes to avoid.
Businesses absolutely must have a website today.
It's not an option or a nice-to-have anymore, because it's the only digital asset that your business has direct ownership and control over. This means that it's the only true platform fighting for your business in the vast online landscape.
It's where your audience goes to find you and learn more about what you do.
But just having a website is not enough. Capturing visitors' attentions immediately with great design and copy is just as essential.
So, here are three simple tips to help you get it right!
Think back to the last thing you bought.
Did you know there is an 8-step customer journey that we go through with every single purchase we make?
This is how we go from no knowledge about a product or service, to a purchase and beyond. Throughout this buying journey, there are several stages involved and at each, we look for specific information before we can progress to the next stage.
This is where a smart content marketing strategy comes in, providing value at every stage to transition our potential leads into advocates.
Let’s discuss each stage and the content your brand should be creating to drive people along their own customer journey.
Every business has (or should have) a unique brand identity which makes it identifiable and appealing to its audience.
If not, you will look, feel and act exactly like your competitors.
So, how do you ensure your brand is distinct?
Strong branding is developed through solid marketing strategy to ensure a brand’s personality is relevant in the eyes of your target customer.
Here's what your business needs to build a brand.
Is the customer always right? That really is the question!
Your customers are a wealth of knowledge and can offer a lot of insight into how best to reach them.
But in today's digitally surging and rapidly changing environment, does your customer even know what they want?
Your customers can now easily access information in just a few clicks.
The mobility of the Internet, the accessibility of content and the rampant use of social media are exposing people to so many different things that can influence their purchasing behaviour.
To capture your target audience’s attention, you need to cut through the clutter of overload and provide relevant value that will separate your business from everybody else.
Inbound content marketing is an effective strategy that can help you make a powerful impression by delivering them content at the right time and in ways they want.
When done correctly, optimising inbound marketing can present great opportunities to engage your audience and earn their trust.
Here is everything you need to know about inbound marketing and its importance in your business quest towards success.
What should people do after they’ve read, watched or listened to your content?
Are you providing them direction?
A “Call to Action”, or CTA, is the powerful (and essential) part of your content which guides your audience to proceed to the next step – whether that’s signing up, booking an appointment, contacting you or whatever else your goal is.
The success of your marketing conversion rates lie in your Call To Action’s effectiveness, so you must place the appropriate Call to Action to show your audience the way forward.
To help you craft the perfect Call to Action in your marketing, we prepared the essential CTA stuff you need to know about it.
As marketers, we do research, we conduct tests, we utilise AI and machine learning, previous experience and intuition - all with the aim to execute marketing campaigns that produce results.
However, despite all of this, sometimes things don’t go as planned.
Why? Because our audiences are unpredictable humans – regardless of whether we’re targeting B2B, B2C or both.
So, assuming you did everything right in preparation, and your marketing campaign still fell short, what do you do now?
Businesses need customers.
B2B, B2C or both – customers provide the interest, attention, support and, most importantly, dollars you need to survive.
This is why it’s important to know exactly who you’re targeting because trying for “everyone” is not the best strategy. Focusing your marketing efforts on the audiences who provide the greatest value is a smarter move, especially if you’re not a big corporation with an unlimited marketing budget.
But can you define them? Do you know who they really are?
It’s very common today for businesses to not actually know their customer types well enough and make a lot of assumptions that lead to costly mistakes.
To help, here is a guide on how to define your ideal customers.
Have you ever wondered why fluctuations in sales occur? Or have you thought about the reasons why reviews and feedback online play a major part in people’s decisions?
The psychology behind buyer behaviour greatly influences the way your audiences act and react. This is one of the fundamentals of Marketing that allows businesses like yours to understand how customers think and act.
To help you understand buyer behaviour more thoroughly, here is a complete guide.
At the core of Marketing lies a strategy around a key marketing message.
Why? Because crafting an effective marketing message gives your brand tangibility by communicating with your target audience in a way they understand, can relate to, and find value in.
The success of your overall marketing lies in your ability to deliver this key message across all channels.
To help, here’s a guide on how to develop an effective marketing message strategy for your brand.