What Will Digital Marketing Look Like in 2021?

What Will Digital Marketing Look Like in 2021?

As 2020 winds down in the next couple months there are still a lot of questions that we can’t answer. How soon until there’s a vaccine to Covid-19? When will the pandemic end? When will we return to business as usual? For small business owners, that last question looms large. With COVID cases spiking across the country and the probability that we’ll be back to only essential businesses opening their doors to the public, it’s crucial to take a long view of the marketing landscape. Because there are so many unanswered questions, the marketing trends for 2021 have a slightly different focus than might be the case in a typical year. Here’s what’s on the horizon. Focus on Customer Retention I’ve talked a lot before about how much less it costs to retain customers than to win new customers. In 2021, it’s going to make a lot of sense to put your marketing budget into customer retention. Holding steady in a global crisis qualifies as a win. Social media and email are the best tools you have available to drive customer retention. By encouraging existing customers to follow you on Facebook or subscribe to your list, you’re gaining the ability to stay in touch with them. You can offer special deals, keep them informed, and remind them of why they chose your product or service in the first place. Product and Service Availability as a Priority We’ve all experienced issues with product availability as well as with delayed deliveries due to the pandemic. The key to customer retention is ensuring that your customers have access to your products and...
7 Content Marketing Tactics Every Small Business Should Steal

7 Content Marketing Tactics Every Small Business Should Steal

Ad campaigns are still effective, but the truth is they’re not as effective as content marketing. Bill Gates proclaimed “Content is king” back in 1996 and his words have proven to be remarkably prescient. Web users expect top-notch content from the companies they follow. Easier said than done, right? Well… maybe. There are lots of great tactics you can use to create the kind of content that your followers want. If you handle it properly, the content you post on your website and social media can turn casual visitors into leads and leads into customers. Here are 7 content marketing tactics that you should steal. #1: Content Diversification What kind of content are you creating? If you’re only creating blog posts or Instagram stories, then you may be missing out on marketing opportunities by not diversifying your content. The bottom line is that there are three types of content: written, audio, and video. Using all three will help you reach the widest possible audience. A good example is Daniel Moyer Photography in Philadelphia. In addition to a compelling website with tons of photographs of happy couples, Daniel also posts videos on Facebook, has a blog on his website, and co-hosts a wedding planning podcast called Put a Ring on It. #2: Specialized Topics Blogging is a marketing basic for many small businesses. However, if you’re posting only broad topic content that’s available elsewhere, you might be losing visitors who are in search of something unique and compelling. Keep in mind that a highly specialized topic may be more universal than you think. Likewise, a focused post can help bring...
5 Reasons Why You Should Publish Longer Content

5 Reasons Why You Should Publish Longer Content

In today’s world of bite-sized social posts, it may be tempting to believe that long-form content is dead. Nothing could be further from the truth, and if you aren’t creating longer content, you are missing a lot of great benefits from your content marketing. Yes, producing 3000-4000 words for a post involves a lot of work – research, writing, editing – that may seem like overkill in an era of decreasing attention spans. But the reality is that long-form content has a lot of benefits that make the investment worth the effort. 5 reasons why you should publish long-form content Here are five reasons why you should still be creating long-form content for your business. 1.      Increased viewing time The amount of time a visitor spends on your site is an important metric for a variety of reasons, from increased engagement of your visitors to better quality and relevance scores in search engines and advertising platforms. Longer content can increase the average time on site – It takes about eight minutes for a person to read through an 1800-word long post. It can also increase the likelihood that readers will engage with other content of yours as well.  2.      Greater position of authority The ability to produce long content generally means that you have more information that can be useful for your readers, positioning you as an authority. Of course, it can’t simply be long for the sake of being long – it needs to be high-quality and demonstrate that you put in the effort to create content worthy of your reader’s time. 3.      Higher quality conversions Making your...