2021 is around the corner. But, before we start the new year, let’s pause and reflect on how this year has been challenging for businesses across the globe. The pandemic has left a devastating trail in its wake, and while the vaccine is the light at the end of the tunnel, businesses need to embrace and be prepared for any uncertainties for the next year.
As we move on and start turning attention to life, both living with and beyond the pandemic, one of the few certainties is that 2021 brings a deepening recession. In such times, digital marketing budgets are often one of the first to be cut. But, as an entrepreneur, it would not help if you bunker down and wait for the storm to pass. It would be best if you made small changes for significant results. That’s why 2021 is the perfect time to nail your digital marketing strategy, and if you have the means to, increase your ad spend.
If you don’t believe me, I can convince you.
But, first, what is a digital marketing strategy?
A digital marketing strategy is a document sharing your campaigns or actions for all the planning. It contains business goals, strategies to achieve those goals, channels to use, actions and development plans, budget and deadlines.
According to Philip Kotler, a traditional marketing plan serves: “to document how the organisation’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other departments within the organisation.“
With this in mind, a digital marketing strategy attracts, convinces, converts and makes your customers fall in love with your product or service. So, plan all the processes, actions and provide value in every stage.
Here are 10 reasons you need a digital marketing strategy in 2021.
1. For clear direction and planning
Without a digital marketing strategy, you lack an idea or goal for what you can achieve online. That means S.M.A.R.T digital marketing objectives help you optimise your resources and reach the goals cost-effectively.
2. Increases opportunities
In the current crisis, some companies have been slow to adapt to digital marketing. But, with so many sales channels being disrupted this year, digital marketing can lead to significant opportunities. So, plan to invest in social media marketing, content marketing, SEO, and influencer-led campaigns to support business growth in the upcoming year.
3. It helps you to understand your target audience
It isn’t easy to understand your online marketplace if you don’t have a digital marketing strategy. This is because the dynamics are different from traditional channels with different customer profiles and behaviours, competitors, and marketing communications. There are great tools available on digital platforms to find out customer demand and attract them to your site.
4. Promotes conversational marketing
With the power of real-time conversations, you can move buyers through your marketing and sales funnels effectively. Also, it builds relationships and creates personalised experiences with customers. Conversational marketing saves time, shortens lead cycles, and decreases overheads, leaving your resources more time to concentrate on other business areas.
5. Avoids duplication and helps you stay ahead with the latest trends
Duplication results in wastage. This is particularly the case in larger companies where you see different parts of the organisation performing similar online marketing tasks. Moreover, a digital marketing strategy makes you agile enough to catch up or stay ahead. For example, online brands like Amazon, Dell, Google are all dynamic, taking new approaches to gain or keep their online audiences.
6. Use of Google My Business tool
Nowadays, the demand for local search is increasing significantly. As per a study, over a billion users rely on Google maps every single month. With the latest lockdowns in some countries, people depend on shopping locally more than ever. If you have a Google business listing, it will become a sure-fire way to quickly and cheaply increase your digital marketing presence. The home-bound economy is something you want to watch out.
7. Provides high-quality content
A large part of your marketing strategy includes engaging and relevant content. This can keep users on your site for longer and help them to convert quicker. A good starting point is segmenting your customers and delivering them hyper-targeted and relevant email content. This can lead to a 200% increase in conversions and a 60% email open rate.
8. To organise webinars and online events
Due to the pandemic, many social gathering events were being cancelled this year. As a result, there has been a sharp increase in virtual and online events. This trend will be likely to continue into next year. When done right, webinars can establish and grow your authority in your industry and help in the lead generation.
9. Provides powerful social media marketing
This year, the usage of social media has increased significantly. That’s why it’s never too late to adopt an engaging social media strategy which includes organic posts and social commerce. Also, platforms like Instagram and Facebook are pushing shoppable posts and shop tabs on the apps which have opened a new sales channel.
10. Helps in Email Marketing
As per Campaign Monitor, there was a 20% increase in email open rates in 2020. So, in this situation, when budgets are tight, shifting focus to email marketing is a smart move. By creating a welcome series of emails, you can automatically deliver your most popular content and establish your company as a thought leader.
Are you convinced? If yes, then let’s understand how to create a digital marketing strategy for lead generation.
- Think about your USP’s and value proposition and define your brand.
- Determine your target audience and build buyer personas.
- Analyse your competitor’s strategy and plan accordingly.
- Create S.M.A.R.T goals to guide your strategy. (Specific, Measurable, Attainable, Relevant, Time-Sensitive)
- Based on this information, pick the best digital marketing strategies for your website or business.
- Set a realistic deadline and digital marketing budget.
- Strategise and build your content calendar.
- Use various tools like Google Analytics to monitor and measure the performance of your strategies.
With the above steps, your company can launch or reinvent your digital marketing strategy for 2021. Especially for startups, digital marketing can play a crucial role in your business growth. This is because digital marketing for startups can boost your visibility, increase online conversion rates, generate leads, develop brand awareness, improve customer engagement and influence purchasing decisions.
Now, after planning comes execution. Here are some tips for executing a digital marketing strategy in 2021.
- Your business needs to be findable online, i.e. you need a website. But, you also can’t just toss up any old website and call it good. People need to be able to find it.
- Ensure that your website is mobile-friendly, fast and secure.
- Your website must create a great user experience. Hence the content must be informative and relevant.
- Use online reviews and testimonials to establish trust and credibility with your visitors.
- By providing value to your customers, prove to them that you care.
Are you ready to start using the digital marketing strategy for lead generation?
Based on the above points, we know that digital marketing strategy is necessary to reach new customers and achieve your business goals. Plus, it offers various options like the video to email to social, to get your unique goals. So, whether you’re looking to increase conversions, leads, sales or awareness, digital marketing is the way.
However, the success of your digital marketing strategies depends on the execution of them. That’s why we come in the picture. A well-rounded digital marketing agency that provides custom, results-driven marketing strategies. Start choosing and building your personalised approach by contacting our team of experts today! Contact us.
Ready to Kick Off Your 2021 Digital Marketing Strategy? It’s Go Time!