The first half of 2020 turned out to be a crazy one. And with Covid-19 still snaking its way through our society, no one is sure exactly how the second half of the year will play out.
Therefore, it’s critically important to keep apprised of how the world is changing and how that can affect your business.
All things considered, digital marketing seems to be the most reliable way to get your message out there in 2020, but only if you’re taking full advantage of your online opportunities. Have you optimized your website for users and search engines? Have you thought outside the box when it comes to content creation? Have you tapped into the power of social media influencers? Whether you answer yes or no to these questions, keep reading to make sure your company is marketing to its fullest potential this year.
1. Goals, goals, goals
2020 might bring new challenges and opportunities, but some things never change. What’s the goal of your marketing campaign? Whether increasing sales, web traffic or reaching out to a new demographic, it’s important to know what you want and which metrics will measure your success. Having this clear will help you adapt more quickly to anything 2020 throws your way.
2. Stay updated on your target audience
This sounds like a no-brainer, but in addition to everything else that works into audience research, marketers now need to also stay informed about how coronavirus is affecting potential customers. Are people in your target countries allowed to go out? Are they buying online? Spending less, or more?
For example, in Britain, three in five consumers used more local shops and services during lockdown, according to Deloitte Digital. If you’ve found new customers, make sure you work hard to keep them! Further, although restrictions are being eased, no one knows if another outbreak may force people back into quarantine. If so, it may be the moment for local businesses and small enterprises to up their digital marketing game.
3. Pay attention to changes in media consumption
Just as it’s important to keep abreast of developments in the physical world, it’s also necessary to know what’s changing online. For instance, Youtube has long dominated the attention of kids and teens, but it looks like a competitor has finally entered the arena. Research found that British children ages 4-15 now watch almost as much TikTok as Youtube: 81 minutes compared to 83. So if your brand targets this age group and you haven’t already worked TikTok into your marketing portfolio, now’s the time.
TikTok has taken off, and Instagram and Youtube are already powerhouses. Influencer marketing is a star sector of the industry. It can promote your brand in an honest and down-to-earth way, as long as you choose the right influencer. And with the massive amount of data that’s out there, an analytics software is the best way to find influencers, analyze their statistics and choose the best one to work with your brand.
And remember that bigger isn’t always better when it comes to influencers. Nano and micro influencers generally have better engagement rates than their more famous counterparts. If an audience is more engaged, they’re most likely to trust brands promoted by that influencer. And the best part? Nano and micro influencers are budget-friendly, and many accept products or services as payment.
5. Optimize for Position 0
Google describes a position 0 search result, or Snippet, as a quick answer or summary from a relevant website. For Google users, Snippets are great: when someone asks a question, they get a clear and visible answer. If you can rank for position 0, that visibility can lead to traffic to your website. To rank, copy should be informative and concise, and page titles should be descriptive and unique. Metadata or structured data can also help Google better understand and rank your content.
6. Create interactive content
When the audience can interact with content, it gives them a say, however big or small. And that feeling can boost brand engagement and loyalty. Polls and surveys let customers voice opinions, and live sessions let them ask direct questions. Games and quizzes could be good ways to boost awareness through prizes and coupons. 360° photos show new perspectives. Clickable videos can let your audience switch views, see behind the scenes, or make choices in the story you’re unfolding.
7. Be user-friendly
In 2020, few companies operate without some type of online presence. Even the smallest businesses usually let customers browse and buy online. And no matter how stellar your marketing, your efforts are in vain if a potential customer reaches your website and suddenly feels lost, confused or uncomfortable.
UX and UI designers can help make sure your website is user-friendly and functioning properly. UX (user experience) designers research users’ wants and needs and analyze how well your website meets them. UI (userinterface) designers handle all the visual and interactive aspects of the website and their adaptability across platforms. Even if UX/UI isn’t strictly marketing in the traditional sense, it still plays a big role in how people see your brand, especially when we’re spending more time than ever online.
The key to 2020 seems to be adaptability, both to socio-economic changes and to shifting online trends. So ground your business strategies in that principle, and build your marketing around good digital habits that can keep up with this new decade.