Now more than ever brands, online and offline are needing to communicate and accommodate for ALL.
In 2021, ,digital marketing includes media and subject matters that cover a variety of races, sexualities, religions, etc., as well as representation for people with physical disabilities and learning disabilities. This includes and applies to the content for your imagery and videos, but also the topics you discuss in social media and blogs, or even the line of products you offer.
It's important not to isolate anyone and have an honestly inclusive communication strategy and ofc product alignment is key too.
2. Featured snippets & no-click searches
For many, many years, the goal of SEO has been to get your listing in the “position number one” spot of search results. Now, going into 2021, the end-goal is continuing to shift to more SEO visibility in “position zero.” The much-coveted spot that only gets awarded to the most relevant piece according to Google.
Position zero refers to Google’s “featured snippet”, and 2021 SEO marketing trends are prioritizing this above all else. The featured snippet is fundamentally different from other search results entries— it’s separated by a small box and located at the top. More importantly, it also displays extra, relevant information with the attempt at answering the user’s question without them needed to click on it, prompting the nickname “no-click search.” A truly strong goal for 2021!
If you’re going to target a featured snippet yourself, there are a few things you need to know. For starters, featured snippets are mostly deployed using/leveraging long-tail keyword phrases like questions (such as “how to market a website”). They come in different forms, from step-by-step lists to straight-up definitions to even videos (and more), so match your content with the appropriate format - there are many tools out there that can assist with matching this for you and helping you with a gap analysis you can use to identify this content.
In the content itself, make sure you answer the keyword question clearly and succinctly, preferably with bulleted lists or a table structure - just a tip 🙂
3. Sustainability: stand up and stand out!
Just like the trend of inclusivity, people in 2021 are similarly passionate about environmentalism. Just as madame Thrunberg has made very clear, the matter is dire and not going away any time soon - so boast your initiatives to assist this global movement. The modern audience wants to make sure the brands receiving their money are just as concerned for planet earth as they are.
With 81% of consumers strongly feeling companies should help improve the environment according to Neilsons, what we’re seeing is a popularity boost for sustainable and eco-friendly brands, especially for younger consumers. This goes well-beyond the market for green products—every brand can benefit by broadcasting their sustainable practices. These can include recycling, remote offices (reducing travel emissions), CSI initiatives, and more.
4. Video and Image SEO for visual search
We're all using Google for image and video search, but you may not be aware of how popular and how fast using an existing image for a search actually is, or even take original photos and search for context? As more users discover these visual search techniques, it changes the overall landscape of SEO in general.
To capitalize on the increased amount of visual searches, you want to make sure your image and video SEO campaigns are in prime shape. Apply some basics now:
Moreover, familiarize yourself with Google Lens, especially if you’re an e-commerce brand. Handle your SEO techniques right, and you can take traffic away from competitors when shoppers conduct picture searches for products and barcodes.
5. Interactive content
Here’s a trend that’s technically been around for a while, but it’s just now being included as a best practice mechanism. Interactive content doesn’t just promote more engagement, it also improves the user’s enjoyment.
We saw a sharp rise in this content throughout the COVID period where people needed other's opinions, or simply didn't trust the main-stream media to provide a perspective alone. Interactive content like quizzes, open-ended questions, surveys, contests, giveaways, polls, calculator widgets, etc., can do wonders for your brand. At the very least, they increase the length of time users engage with you, which helps your standing in algorithm-based searches and feeds. But most importantly, people want to be engaged, so interactive content almost always improves your user experience.
6. Audience centric
Another trend that’s not new by any means, and in fact is just climbing in relevance. The idea is simple: instead of a small number of large marketing campaigns targeting general audiences potentially feeling cold/corporate and like you don't understand your client base, it’s better to have a larger number of small marketing campaigns targeting specific audiences - showing you understand their interaction with your brand is different and you know this. People love being treated as unique as they are.
Audience segmentation/centric marketing means grouping your target audience by certain traits or behaviors, such as demographics or shopping habits. This allows you to more accurately tailor your content to suit their preferences; for example, having two separate email lists for big spenders and small spenders, and sending different newsletters to each that feature different products.
Semantics comes in nicely here, and there are many tools and consultants that can you can help you unpack and understand this better.
7. Local SEO
Google frequently updates their local SEO algorithm, so if you’re a local business or operate in various local spots/areas, you should continuously update your business’ appearance in local results too. In many ways, local SEO is even more powerful than broad SEO—people searching for a specific type of business with their geographic location have more intent to purchase, so it’s easier to convert them.
For starters, you have to get verified by Google. You can do this by signing up for Google My Business and either claiming your listing or creating a new one. This helps you rank higher in Google SERPs, and also gives you the chance to offer additional information about your company to online searchers.
UpBeet Digital offers a full localised SEO solution for ALL local and international businesses.
8. Carried over from 2020
2020 saw some incredible trends becoming entrenched, and there's no reason to ignore them now, in fact they may be more relevant.
Make 2021 better than 2020, it's coming with old weight from the year we'll refer to collectively as the year we wish to forget, but we can take the immense learnings and leverage these throughout business and to best align with our consumers and company's goals.
When it comes to development and digital marketing evolution one of the big things taking shape right now in the digital marketing community is the programming language, Python.
It feels like just yesterday all the rage was PHP because it was open-source, anybody could use it and you didn’t have to pay to learn it. Sounds ideal
,Python, however, is now becoming the go-to tool because it’s nice to work with, easy to learn, and is allowing SEO professionals to do what they need to do really quickly.
Now more than ever before developers and SEO professionals need to have a strong understanding of Python, but also have a holistic view of the digital ecosystem and understanding of SEO and PPC as well as their combined effect on the landscape.
Coding has never really been an expectation or need for a digital marketer, but with the evolution of everything out there – it’s becoming more and more valuable and definitely sets you apart from the rest.
Having Python knowledge can also help marketers analyse large amounts of data without having to manually input data points into an Excel spreadsheet and laboriously setting them up with a formula. Python also allows you to search more extensively than Excel.
Data analysis and leverage in your strategy and planning is the best and strongest way to make sure you’re achieving your goals and driving your bottom line.
We believe, with a wealth of data there’s no reason to not use this to your benefit. In fact, if you’re not – I guarantee you’re missing out.
The old adage may have had some merit before the world closed and businesses starved, but now more than ever we only focus on what we can and must deliver. Returns to client.
Lengthy reports, including items no-one ever notices let alone uses have become completely redundant. If you're still reporting like this, you're a bad ROI marketer and you're only hurting your client/boss.
Core metrics should be aligned to your business unit and brand. It's essential our efforts marry back to these goals needed to be accomplished. It's working back, much like in maths, there's always a point "0" that needs to be balanced back to.
Beginning your project, strategy or campaign with an audit/benchmark is absolutely essential for understanding not only the definition of success, but helps us manage and optimise more efficiently.
As marketers we're often too easily drawn to the new and shiny channels, tech and trends - but I've noticed we're forgetting the 80/20 rule.
NEVER stop testing, exploring and carving out new niches - BUT do NOT do this at the detriment of the performance required for the campaign. I've found assigning marginally low budgets for RnD (research and development) are best. Over the right amount of time, one can evaluate it's success and make educated decisions. No one has budgets for FULL scale testing right now.
Don't let your inner passion die, merely tone it down for now. Now is the time we need to prove why you DON'T cut marketing budgets in tough times. We're needing to focus on the core and get the BASICS right. Myself and my team see multi-nationals and globals struggling because while they're running integrated campaigns and syncing cross channel and device, they didn't dot their i's and cross their t's. And their returns reflect this.
The understanding and respect for SEO is always going to save you here. It's about getting the foundation right and aligning the business to their goals, small easily overlooked elements in setup and optimisation end up killing what should have been high-impact digital marketing campaigns.
Why? Well, if the house isn't built, how are you showing people the fittings?
To get a better idea of how to stick to high-growth low-inertia campaigns, we'd strongly suggest understanding where you sit today, and why. While audit's may seem like they're "not optimal" from a budget perspective, trust me when I say - it costs FAR more to ignore this step.
Reach out and we'll show you some case studies, a firm understanding of your positioning is priceless in the marketing mix.
If you're starting a business in 2020 it's most likely you're looking at Social Media like my dog Tonto looks at balls - they're his everything. But without proper planning it's unlikely to be your everything...
Are you equipped to tackle the social-media-ecosystem? Are your efforts going to result in favourable returns?
Most of the time, in my experience the answer is NO! Too often I meet with recently established brands, startups, and even large scale corporates who are just simply not doing it right, and no-surprise they're not getting the return they originally envisioned.
So how do you do Social-Media right? Well here's some tips we've picked up...
1) Evaluate the landscape
By doing this you're understanding the playing field, and where the players are you need to tackle to get to your goal. How do you do this? You can either use a tool or an agency to help you benchmark and audit the social media landscape as it affects your business or business to be.
Strategising your approach manages the crazy that we're all too easily caught up in the platforms of social media, there is such a thing as TOO active.
At UpBeet we recommend having a Digital Marketing Strategy that overarches and guides your efforts throughout your digital eco-system. However you can strategise Social Media as a standalone environment too.
3) Find Your Home
Too much to handle, is too much to handle. It's never advisable to enter into too many platforms at once. In most cases we recommend Facebook or LinkedIn as your companies core platform. This doesn't mean you don't join the other networks, but it allows you to grow and nurture one platform at a time, making sure you're doing it right.
But how do you do this? Which is best? Well.. that's where your customer comes in and here's no 4...
4) Audience Definition
If you understand your brand/service or product you know who you're selling to. right?
In many cases we don't find this to be the case, you'll hear general populous responses. A few years ago this driven largely by using the out-dated and to be honest NEVER was good, measurement that is LSM (Life Style Measure).
Today, we have a lot more available to us to help us make this decision, we have insights per platform, we have our websites data and industry-level insights and we have some incredible tools available to us to combine these insights and provide a central view point.. There's many options and validations we can go through.
5) Listen to your mother, do it right from the beginning
Setup is vital to a healthy presence. There's meta, tagging, UX elements and of course content. If you didn't don't worry. We're here to help!
"Every setback is a setup for your comeback!"
It's important to understand your contribution to your audience. People are on social-media-platforms to learn, share, engage and buy mostly. Where do you fit in?
Which topic is your brand talking to on social media? What is the intent behind the topic of conversation? It's important to understand the difference between: Navigational, Informational, Transactional and Directional topics of discussion.
Naturally there's an intent behind a conversation, I may be interacting with a brand because I don't know about it, and something sparked my interest (this can also apply to a topic the brand touches).
But I also engage with the intent to purchase, sign-up or maybe get information so I can come see you in person (safely-of-course).
“Success is the progressive realisation of a worthy goal or ideal.” —Earl Nightingale
Brands like people have a vocal, a manner of speaking, a stance in your communication style. This should be established through careful understanding of your product/service/offering and your audience, as well as their need for your brands voice in the mix. What is the voice that's missing? Or maybe theres a vocal thats highly engaged and people want more of.
8) Test Test Test
With the tools we have today, and the customers need to be spoken to where they're at, and how they want to be spoken to. We need to test to get the best result. This is trial and error, in a smart way. It ties back to your strategy and your planned rollout.
Incorporate split AB testing that won't deter your audience or seem like you're jumping all over the place, but strong enough to get solid data back to educate and solidify your positioning, manage your return and drive brand affinity with your audiences.
9) What Is Success?
It's important to answer this question up front. What defines success for you? Are you looking for customers, looking to manage your online reputation, drive traffic, provide assistance?
Setting these measurements up will allow you track against your Digital Marketing Strategy to ensure you're meeting your goals, and they're realistic. Understanding your ideal outcome and what that looks like - can make or break a campaign, brand or marketer.
Don't be a lame-beet reach out and get social media guidance, strategy, campaign management or social media audits, contact out to our Social Media Beet.
We all know first impressions can count, this is particularly true for social media.
It's essential to make sure all your boxes are ticked, one of those boxes, is creative size. Having an awesome, thought evoking and product selling image is great. But should it be pixelated, stretched, hard to make out in smaller sizes, you've lost your opportunity to attract those eyes.
Brands that use pixelated and low quality creatives make themselves look
unprofessional or just not in touch.
With the increased time people are spending online and on social media it's important to look your best!
The following sizes are recommended as best practise.
For help with marketing or advertising creative, please ,reach out!