It’s no secret that 2020 has turned the marketing industry upside down. Now that the year is almost coming to an end, our new normal involves remote team meetings and virtual events. Brands across the globe are re-working their marketing strategies to speak to where their audiences are today. Traditional marketing methods aren’t going to work like they used to, and companies now need to pivot if they want to remain relevant. Let’s take a look at five ways strategies are changing in 2021 and see if your company should do the same:
When in-person shopping no longer became an option, that didn’t stop people from spending their money. More purchases have been made online than ever, with an online sales increase of 76% in June of this year. When it comes to marketing, you need to adjust to the present economic environment. Even if you have a brick-and-mortar store, being accessible online and via mobile applications will make a world of difference for your sales. Consumers now want to support small, local businesses without having to go in-person. If your website isn’t yet equipped to handle eCommerce, it’s time to start making changes for 2021.
You can’t send email blasts out into the world and hope they stick anymore. With the given circumstances, you might need to start changing how you approach your consumers. Next year, you will want to think about the language, content, and frequency of the emails you’ve been sending, and analyze past campaign results. Email is one of the only forms of direct contact you have with your customers during this time, therefore, you’ll want to master it as best as you can. Refresh prior campaigns to get the most out of your efforts and stay up to date with your audience. If you’re not sure how to handle a change in your email automation, reach out to an expert.
Keywords have completely shifted this year. People are now searching for topics that revolve around COVID-19 (Coronavirus) in nearly any industry. In other words, the things people are searching for have changed, and that means you need to adopt and monitor search trends in 2021 so you can create content that speaks to readers today.
You don’t necessarily need to change your static webpages, but you should be creating blogs and social media posts that speak to your audience’s concerns. Fresh content is essential in the world of Search Engine Optimization (SEO); however, this specific situation lends itself to a greater need for content that’s written with your readers in mind.
For the new year, you need to shift your messaging to work within this new normal. It’s important to be sensitive to the current climate and tailor content to what’s going on. There’s been a considerable push for local products and services, free delivery, and virtual events. If you fall into any of these categories, your ad copy should capitalize on your offerings.
Social media provides you with the opportunity to connect to your audience, and just as other strategies have been altered, social platforms have, too. Rather than pushing brand awareness, the tone has changed to expanding on community involvement and company accomplishments during this time. Social media provides you with the ability to be transparent with your followers, so this change is a great way to interact with them and strengthen overall engagement.
Zero Gravity Marketing (ZGM) has altered our best marketing strategies to accommodate the changes brought in by 2020, and we plan to continue to exceed our clients’ expectations. If you’re struggling to restructure your strategy around the new normal and need inspiration for the new year, the Zero Gravity Marketing team is here to help. Contact us today to learn more about our marketing services.