Top Digital Marketing Trends for Businesses in 2021

Mat Bullock • Apr 22, 2021

Top Digital Marketing Trends for Businesses in 2021

Like the technological evolution, consumer behaviour is rapidly evolving in the current competitive digital climate, and businesses need to adapt through effective digital marketing strategies. Digital marketing is growing so fast amid unpredictable consumer behaviours, so companies and marketers can’t afford to remain static, hoping that old techniques will still work. If you wonder what 2021 will look like in the digital marketing world, here are the top trends to help your business thrive this year.

  1. Mobile-friendly SEO

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Many people are accessing the web from mobile phones, which is expected to reach almost 73% by 2025. Search engine giant Google has recently recognised this trend by focusing on indexing mobile-version of websites first before their desktop versions in SEO rankings. Therefore, it’s imperative to ensure your website’s mobile version displays as good as its desktop versions to offer a seamless smartphone user experience. If your website isn’t mobile-friendly yet, now is an excellent time to pay attention to it.

Artificial intelligence

Artificial intelligence is already here and will be at the centre of the global business and the industry’s future, taking over many existing simple tasks. Experts in recent times projected that AI would be universal and included in all new software products. For instance, Uber and Microsoft adopted the Knightscope K5 robots to guarantee safety and predict crime in large outdoor areas like parking lots. These robots are designed to read license plates, report suspicious actions, and gather information for the owners. AI has advanced to become a tool for businesses due to several reasons, including;

  • Gaining and sustaining competitive advantage
  • Easy transition to new markets
  • AI serves as a cost reduction tool
  • Suppliers are offering AI-driven products and services

Meanwhile, several studies have projected the trend to remain the driving force behind many service areas such as communication, personalised emails, product recommendations, content creation, and e-commerce transactions.

Automated advertising

Automated advertising implies the use of artificial intelligence to direct ad buying to target specific audiences. Real-time bidding is a typical example of automated ad buying and is considered faster and more efficient to achieve higher conversion at a considerably lower customer acquisition cost. A 2020 digital marketing study projected that 86% of US digital display ads would be automated at the year-end. 

Like search-driven manual advertising, programmatic advertising considers daytime, location and keyword, and other targeting signals to personalise ads. You can target customers based on their behaviours and lifestyle by integrating programmatic advertising with customer data platforms. 

Chatbot


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A survey predicted chatbot to be the driving force behind 85% of customer service by 2020. Another conducted by Oracle suggested that 80% of brands have taken steps to integrate chatbots into their strategies. Numerous clients are inclined to interact with chatbots due to their responsiveness and quick turnaround time, precisely reviewing your entire purchasing history and never getting irritated. They offer exceptional customer support by meeting clients’ expectations and automating redundant errands, enabling you to complete a lot within the shortest possible time.

Informed buyers will buy from only knowledgeable brands

With buying evolving from personalisation to personal commerce, shoppers co-curate their brand experiences to mirror their preferences at any time. Consumers expect brands to comprehend their purchasing history, assist them in figuring out what to buy next, given all the information they have deliberately shared by engaging their websites and other marketing platforms. Once upon a time, it was all about brands meeting customers where they’re present most, but now it requires more than that as they expect brands to tell them what they want and when they need it.

With brands continually collecting consumer data, it’s essential to create meaningful experiences by predicting consumer behaviours and appreciating their locations during purchasing cycles to understand their buying needs.

Personalised advertising

In 2021, every business needs personalised products, content, and emails to be unique. Several statistics back this trend, with 90% of consumers finding personalisation appealing, and 80% of consumers most likely to trade with businesses that offer personalised experiences. 

Meanwhile, experts claim behaviour-personalised emails are three times more effective than bulk emailing. Netflix and Amazon are clear examples of personalisation power with tailored recommendation movie titles and products. Starbucks and Cadbury are also typical examples of using a gamified mobile application and personalised video marketing to enforce their marketing strategies.

Video marketing

It’s impossible to mention the top digital marketing trends in 2021 without adding video marketing. Statistics indicate how crucial video integration is to your current digital marketing strategy. While 72% of businesses attest to video integration enhancing their conversion rate, a significant number of consumers agree to share brand videos. Video marketing is undoubtedly the fastest and most convenient way customers prefer to learn about new products and services. This trend will likely continue, let’s say, between now and the next 15 years.     

However, when you mention video marketing, it’s easier to think of YouTube. However, there are other effective platforms as well. Video marketing via Facebook live broadcast, LinkedIn or Instagram has proven effective in drawing higher content engagement. A growing number of consumers are moving to mobile devices, quickly fading out emails and long sales pages since the text could be hard to read on small phone screens. Yet, video can offer the same marketing info in formats that work across all devices and platforms. With businesses actively using animations in their sales and marketing activities, it’s essential to find a great animation studio to create engaging video content and stand out from the competition.

Virtual events are here to stay

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Virtual events, which began as a necessity due to the outbreak of the pandemic last year, will remain due to their accessibility and return on investment. Lockdowns and restrictions prompted the innovation as several brands and businesses had to get creative in the wake of the pandemic. Several events will remain virtual even post-pandemic due to the valuable insights from 2020. Virtual events exposed audiences to new experiences than in-person events, which means more companies will stay with the trends to reach a wider audience.

Travel documentation issues and ticketing aren’t a concern to hold a virtual event. Additionally, it doesn’t cost so much compared to in-person events. Organisers only have to get creative with their content promotion to drive engagement.

Influencer marketing

Influencer advertising is a verbal marketing form that centres around utilising key influencers to enhance your brand image to reach a bigger market. Influencers can be notable celebrities, or more often, individuals with a large following on media platforms like YouTube, Twitter, Instagram, etc. They can use their social media platforms to promote your brand’s products and services to massive niche audiences.

Influencer marketing is considered more genuine than corporate marketing. Out of the 63% of consumers who depend on influencer review on products and services than what brands project about themselves, 58% made recent purchases based on influencer recommendations. However, AI will affect influencer marketing since it’s advancing processes to find the right influencers to partner with.

Conversational marketing will stay

Two-way conversational marketing isn’t a new concept. With all interactions moving online, while call centres are operating with reduced employees, the idea has become permanent. Marketing has evolved beyond businesses simply putting their content out there and expecting audience engagement. Digital marketing now requires the personalisation element to make up for what’s lost during in-person interactions.

During a marketing study, 59% of consumers asserted that personalised engagements that rely on past experiences are essential for winning their patronage. To maintain a competitive edge, brands must offer products and services that are more tailored and two-way. You can utilise online tools like social media to listen and respond accordingly to what consumers and potential clients are saying about your brand. Fortunately, there are chat widgets and messaging features on social media to help you easily keep conversations going online.

Social media stories

What began as a Snapchat concept has evolved to find its way across the various social media platforms, including YouTube, Facebook, Twitter and Instagram. The story feature, when posted, disappears after a given period, offering an excellent platform for marketers to utilise in creating a brand and product awareness, regular audience engagements, and increase web page traffic. Your brand can likewise use the feature to recognise other partners and customers, inspire your audience to try a new product, and also use, for example, the geo-filter feature on Snapchat.

Sustainability


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Lastly, sustainability is another primary subject that has generated interest among consumers and must be factored into your digital marketing strategies this year. In a challenging economic period where businesses are struggling to retain their customers, studies have suggested that clients believe brands should improve and protect the environment. When exploring your content marketing ideas, this is a subject to consider if you want your customers’ loyalty. You must replicate this on your website and your social media to enhance your green badges. 

Change is integral for everyone working in the digital marketing industry. Therefore, it’s essential to remain proactive and quickly adapt to innovations, tools and the right marketing strategies to stay ahead of the competition. This comprehensive article offers the vital digital marketing trends to centre your online strategy in 2021.

5 Practical Ways To Grow Your B2B Business

By Mat Bullock • 01 May, 2024
Image Credit: Carlos Muza from Unsplash. B2B businesses have countless hurdles to get passed when they want to succeed. Many of these could be why you struggle to grow your B2B business. That doesn’t mean you have to struggle with growth. It could be much more within your grasp than you’d think. By implementing a few strategies, you could see more growth than you’d expect. It’s just a matter of implementing them and letting them help long-term. Thankfully, this doesn’t need to be too complicated of a process, as long as you’re using the right strategies. Five of these could help your B2B business a lot more than you’d expect. If you want to see sustainable business growth, then these are worth investing in. Solve The Right Problems - One of the key ways to bring in customers for any kind of business is to solve their problems with your services. As obvious as this is, it’s something many entrepreneurs overlook. When you’re doing this, make sure you solve problems that’ll keep your customers around long-term. The better able you are to do this, the more customers you should keep and retain. Differentiate Your Offerings - Your offerings should be what draws customers in and persuades them to buy from you. If they come across as the same as your competitors’ offerings, then you’re not offering much of a reason for potential customers to buy from you. Make sure you differentiate yours to make them stand out and actually appeal to prospective buyers. You’ll end up all the better for it. Properly Advertise Your Business - Marketing your business is essential to bringing in more customers and helping it grow. There are various strategies you can implement, and working with the best B2B SaaS and SEO consultants is a great start with this. By investing in your marketing, you shouldn’t have a problem seeing more growth with your target market. Offer A Great Experience - The experience your customers have with your business dictates whether or not they stay with you long-term. If they’re not having a positive experience , then they’re not likely to stick with you. They’ll go to a competitor that treats them better. Avoid letting that happen so you can keep the customers you worked hard to get. Implement Retention Strategies - You’ll already know you’ll need customer acquisition strategies to bring in customers. You’ll also need to invest in customer retention strategies to help you long-term. These help ensure you have long-lasting customers that stick with you. It’ll help with your finances, and you should have a more stable base to grow from. Make sure you have these from the start. If you’re struggling to grow your B2B business, then you could feel stressed and as if nothing works. That isn’t a position you need to stay in, however. It’s just a matter of knowing which steps to take next and which strategies to implement.  Some of these will help a lot more than you’d expect, making them worth focusing on. Once they’ve been implemented, you shouldn’t have a problem seeing more and more growth.

Smarter Ways to Manage the Business Side of Your Trade Business

By Mat Bullock • 03 Apr, 2024
Image from Pixabay - CC0 Licence Many people working in trades have excellent practical skills but aren't necessarily as experienced when it comes to running a business. Starting your own trade business can be an excellent way to make money and move upward in your career. However, it's easy to forget that running a business is a skill in itself. You might be a whizz at plumbing a toilet or wiring a light fixture, but do you know how to handle your calendar or provide good customer service? And what about handling your accounts? If you want your business to survive, you need to know how to be a good business person. Get Help from Others People working in trades are often operating as a one-man band. They might have connections with other tradespeople and perhaps an apprentice or workmate, but running the business is usually left up to them alone. If you want to avoid feeling at sea with so much to do, it's definitely worth considering what outside help you can get. For example, hiring a virtual assistant can help you tackle tasks such as managing enquiries or creating quotes. An accountant can help you manage your finances and taxes so you don't have to spend hours poring over them yourself. Grow a Great List of Contacts and Suppliers Whenever you need to order a part or get in touch with someone to help you with a job, you don't want to waste time trying to find the right contact. One of the most valuable things anyone working in a trade can have is a good network. If you have a good electrical wholesaler you can use as your go-to or you know who you can call when you need to consult someone on a job, you can save yourself a lot of time. You'll also be able to provide a better service to your customers if you always know who to call.

How To Improve Business Security

By Mat Bullock • 12 Mar, 2024
Unsplash - CC0 License Improving your business’s security can be challenging. There’s always a lot to think about, and you never know whether you are doing everything you can to protect your people, equipment, network, and premises. Fortunately, this post is here to help. We explore some of the methods you can use to boost business security and ensure that you get your company on the right path. Here’s everything you need to know. Conduct A Risk Assessment The first step is to conduct a risk assessment . This provides you with an opportunity to learn more about what you’re doing well right now, and where you need to improve. Concentrate on the weaknesses in your security. These are the areas where breaches are most likely to occur. Get specialists on your team to search for potential areas where you might have problems and fix them. Control Access You also want to focus more on controlling access and ensure that people can only gain entry to sensitive areas on a “need to” basis. This approach restricts the number of personnel who could potentially be implicated in various parts of your business. To achieve this, use a combination of security fencing , keycard access points, and signage. Try to avoid anyone who isn’t authorized from accessing specific areas unless they need to use them for their work. Invest In CCTV It’s also a good idea to invest in CCTV. Videoing select entry points discourages criminals and ensures that you can monitor all your access points and prevent breaches. Most modern CCTV systems are inexpensive and connect to your central security hub. You can also get systems that will alert you if they detect a breach or see any motion on the images. Maintain Security Awareness Maintaining security awareness is also critical. Staying up to date with the latest threats lets you respond more rapidly to issues and ensure that your staff and networks remain safe during attacks or more widespread events. Fortunately, there are plenty of feeds you can use to stay up to date with the latest happenings in the field and get advice on what to do next. Be sure to regularly check cybersecurity websites to ensure that there are no ongoing events. You can also sign up for security providers’ X feeds to get the latest updates from people in the industry. Conduct Regular Security Audits In addition to the initial risk assessment, you also want to conduct regular security audits. These will give you a better picture of the overall health of your business and its capacity to deflect attacks. Security audits are an opportunity to see where your company’s weaknesses are and find security gaps. Often you will discover glaring breaches and find quick fixes to put them right. Use Two-Factor Authentication Finally, you want to use two-factor authentication on your business network, particularly if staff take their work devices home with them. Putting in this extra layer of security prevents criminals from accessing your network resources, even if they have a password.

Easy Ways to Become a Business Social Media Influencer

By Mat Bullock • 23 Feb, 2024
Do you want to become a social media influencer? If so then you have come to the right place. Here you will find out what steps you can take to get where you need to be. Choose a Solid Niche The first thing you need to do is choose a solid niche. This step is so important and if you do not take it then you will not be able to build a solid foundation of engaged people who have an interest in your brand. Every marketing influencer who you see on YouTube, Facebook or even Twitter will have their own audience. Without a niche, you will soon find that you have to compete for the attention of your audience and this is the last thing you need. If you want to come up with a niche then first ask yourself what you have and what you are actually good at. Give some thought to what it is you are passionate about, and what interests you have. If you can do this then you will soon see a huge benefit. If you want a great influencer to follow then be sure to check out Chris Roebuck .

What To Do When You Move Into A New Office Building

By Mat Bullock • 10 Jan, 2024
What To Do When You Move Into A New Office Building Most business owners will want their businesses to grow and expand, and if you have an office space, that will eventually mean finding somewhere new to work as you outgrow your old one. That’s a good thing, even if moving is quite stressful - it shows that you’re reaching your goals and you’re successful. Once you do move and you find yourself in the new office, it’s a good idea to know what things you need to do first so you can minimize the disruption to your business as much as possible. With that in mind, here are some jobs to put on your to-do list.

What You Need to Get Your Catering Business Off the Ground

By Mat Bullock • 10 Jan, 2024
Image Credit. Have you just started a catering business, or are you considering doing so? If so, congratulations. But you should be prepared for a lot of work. Running any kind of business involves a great deal of work and sometimes monetary investment. This is especially true of a catering business. But the good news is that catering is one of those ever-expanding industries. Here are some tips to get you started. Your Business Plan First things first, you need a plan for your catering business. Catering is a massive industry, so a plan will narrow down your focus and improve your ability to succeed. Catering businesses can take on all shapes and sizes, so decide early what your catering business will provide to your customers. Do you specialise in party food? A specific cuisine or theme? Are you catering for weddings, business events, or kid’s parties? Do you just deliver the food or do you serve it as well? What’s on the menu? These are just some of the questions you need to ask yourself before you can even start cooking. Rules and Licensing One of the most important things to tackle when considering opening a catering business is to make sure that your paperwork is on point. This is true for any business, but when you’re prepping food for people, there are a few extra licenses to explore. Health and safety is the big one. You will need to be licensed to serve food and your kitchen will likely be inspected. Keep a hygienic kitchen to ensure that your business stays solvent and, most importantly, that you don't make anyone sick with your cooking. Equipping Your Kitchen A well-equipped kitchen is the only way to have a successful business in the food industry. It makes sense, as you need to prepare, cook, and deliver all this food and keep it in a safe temperature. So, make sure that you have the catering equipment your business needs in order to succeed and meet your customer’s expectations. The Great Employee Debate As your catering business grows, you will reach the point where you need to consider hiring employees. Dedicated delivery drivers can be helpful, as can extra hands in the kitchen and when serving food. The kind of staff you need depends on your business and your skills. Employees are great for shoring up gaps in skill and helping you to get more work done efficiently. But they are also an added layer of complexity and responsibility. You need to make sure your employees are trained and, ideally, qualified to work in the kitchen. You can train them yourself but, you guessed it, this will take work. The best way to get the most out of your employees is to first hire the right people for the job. From there, make sure that you look after their needs and protect them whenever necessary. If you look after your employees, they will look after you.

Integrating New Employees: A Guide to Successful Onboarding

By Mat Bullock • 08 Dec, 2023
Let's talk about the insightful world of onboarding. Think of it as more than a stack of forms and a round of handshakes. It's about seamlessly integrating your new employees into the heartbeat of your company. In this post, we'll delve into what really makes onboarding work. We're not just adding people to the office; we're preparing them to become integral, contributing members of the team.

Protecting Your Employees (So That They Can Look After Your Business)

By Mat Bullock • 01 Dec, 2023
Source: Pixabay CC0 Licence As an employer, appreciating the fact that employees are your greatest asset is essential. Richard Branson famously said: “ If you look after your staff, they’ll look after your customers. It’s that simple ”. However, going the extra mile to take care of them doesn’t only boost the client experience. It also translates to increased productivity and profitability. Here are some of the simple steps that can be taken to unlock the desired results. Make Them Aware Of Digital Dangers In today’s business landscape, many of the dangers facing your business are in the digital space. Therefore, it’s important to teach your employees how to avoid PayPal scams , phishing, ransomware, and other threats. The harsh reality is that over 90% of all cyber breaches are attributed to human error. Worse still, enabling scammers to take advantage of vulnerabilities harms the employee as well as the company. Protecting your business and its personnel online should also extend to remote-based workers. Whether they are freelancers or employees using WFH models, they need protection. If nothing else, it will promote a united atmosphere. Invest In The Layout Of Your Workspace Sadly, many businesses overlook health and safety for a variety of reasons. Unsafe working environments are a real danger to your business. The hazards could potentially cause injuries to employees, which can also lead to lawsuits. Moreover, seeing that the area isn’t 100% safe may also distract employees and leave them feeling undervalued by the company. Ensuring that walkways are wide enough is a great first step. Following this, you must ensure that all potential electrical hazards are covered. When combined with accessibility features for any employees who may need them, you won’t go far wrong. Crucially, though, all workspaces must be kept clean. Ensure That All Equipment Is Checked Workers will use multiple types of equipment throughout the day. Tools, machinery, computers, stock checking devices, and telecoms facilities are just some examples. All could pose a threat if they are not maintained. Meanwhile, any safety harnesses must be checked at the start of a shift. You must also confirm that electrical safety rescue hooks , fire extinguishers, and other tools are available. Being prepared for all situations is crucial. When equipment is monitored through the OEE method or other strategies, you can stay on top of the situation. On a side note, it’ll allow you to keep downtime to a minimum. So, your company will see a host of financial benefits in the long run. Talk Protecting your employees isn’t just about physical safety. Knowing how to spot signs that they aren’t in a good place mentally is vital. This will allow you to identify and respond to issues ASAP. Your proactive approach should extend to creating feedback loops so that employees can come to you with any problems. Aside from allowing you to support them individually, it can be a key step to cutting out workplace bullying. It also shows employees that you care. Making them feel valued in this way won’t only prevent problems. It’ll also give them an incentive to work harder while simultaneously reducing your staff turnover rate.

4 Ways to Identify B2B Opportunities

By Mat Bullock • 26 Sep, 2023
https://unsplash.com/photos/aWf7mjwwJJo While B2B marketing has become a popular approach for many companies, some businesses still struggle to identify the best opportunities that require them to work with another firm. You might feel you can do it all yourself, whether talking about finances or marketing, but that won’t remain true forever. Instead, you need to learn how to identify better B2B opportunities to ensure you find the right company for any job. Go By Referrals Although you might consider similar businesses in your industry competitors, there is professional respect among you. So you can reach out to your network to go by referrals for B2B options that can benefit your business. Typically, there are one or two firms that work with many companies in your niche and industry. There are no worries regarding conflicting interests because this is just what the company does. Therefore, you can research marketing firms or graphic designers to help your business, especially if you have heard great things about their work and results. Research Specialist Companies There could be several tasks and projects where you need a specialist company, and you might not be able to retrieve referrals because no one has worked with them before. However, just because others haven’t worked with them doesn’t mean you don’t still require their services. Instead, you’ll need to research businesses that can provide what you need in your area. Searching CNC Steel Cutting along with your location should give you a list of companies that can fulfil the project or work you have in mind. It is worth collecting quotes and seeing work examples from various businesses before choosing a company to work with. Attend B2B Conferences You can attend conferences all over the world in-person and virtually that can give you an idea of how to find companies that could help you when necessary. This approach allows you to identify up-and-coming businesses which could be useful for helping them get off the ground or save your bacon if your first choice is busy for the foreseeable future. Even if you don’t need to work with specific companies immediately, you can introduce yourself and collect contact details for various businesses that appeal to you and that you might need to work with at a later date. It’s always better to have these details saved now so you’re not panicking and settling for a lower-quality option later. Consider Outsourcing Firms The many outsourcing benefits should convince you to consider using an outsourcing firm for various business needs. This is cheaper and sometimes more convenient making it ideal for smaller businesses trying to remain within their budget. These firms provide tailored services as and when you need them, meaning you can request work once a month (especially for financial needs) or even less, depending on your upcoming projects. Partnerships There are some jobs and projects you can’t fulfil yourself, whether because of the available materials, equipment, or even your expertise. Knowing how to find businesses that can plug the gaps in your knowledge and abilities can help you deliver precisely what you need without being too arrogant to do it all yourself.

Stay Flexible When Growing Your Business

By Mat Bullock • 14 Sep, 2023
Flexibility is key when you're growing your business. You need to be prepared to make changes in a number of different ways. As you grow your business, you can come up against a range of challenges that might mean you have to make some quick changes to how you do things. By staying flexible, you can ensure you're prepared to pivot and make the right choices to keep your business going. You can use a range of methods to keep your business as flexible as possible and be ready to make changes when they're needed the most. Use Outsourced Services If you want to keep your business prepared to bend to whatever comes its way, outsourcing some key tasks and processes is a smart idea. Outsourcing can make it easier to scale things up and down. It's generally more affordable than doing things in-house and you still get the services you need. You can use outsourced SEO services and other marketing, outsourced admin, accounting, fulfilment, and much more. You'll save money when you don't have to invest in your own resources and you can usually easily increase or decrease the level of the services you're receiving to meet the needs of your business and budget.
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