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5 Marketing Strategies You Should Adopt in 2021

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5 Marketing Strategies You Should Adopt in 2021

We’ve covered email marketing trends for 2021, but that’s just one piece of the marketing strategy puzzle.

It’s never a bad idea to have a firm grasp on the bigger picture by tapping into various marketing trends that are likely to dominate in the months to come. And with how unpredictable 2020 was, having an idea of what’s around the corner sounds pretty wonderful, doesn’t it?

A lot of businesses saw their marketing strategies turned completely upside down as consumers and brand-consumer relationships changed seemingly overnight. They had to quickly adopt new tactics, new tones, and new best practices in order to ride out the storm.

At last, there is seemingly a light at the end of the tunnel. And as we make our way there, it’s important to acknowledge what your business has overcome and to look ahead to what’s next.

Here’s what we see on the horizon as you plan out your 2021 marketing strategies.

1. Don’t Assume Everything is Going to Go Back to “Normal”

“We’re not going back to the same economy, we’re going back to a different economy.” These are the words Federal Reserve chairman Jerome Powell stated in a (virtual) speech at the Bay Area Council Business Hall of Fame Awards Ceremony in November, and we’re inclined to agree.

The consumer trends and behaviors that have proliferated as a result of the pandemic — think booms in eCommerce spending, at-home experiences, and virtual social connectivity — are unlikely to be going anywhere soon, and many of them may just become economic mainstays moving forward.

If your customers and clients are evolving to a new normal, that means you have to as well. Look at what’s worked for you in the past, but pay heightened attention to the strategies that helped you survive this past year as well since you’re probably still going to need them.

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2. Make Social an Even Bigger Part of Your Brand Strategy

With brick-and-mortars closed, social media became a storefront of sorts for businesses around the world. And that’s a great thing when you consider how much that opens up your brand to new prospects and a wider audience.

By now, there’s really no excuse to be neglecting your social media presence. But moving forward, it’s time to look at how you can amp it up even more. Share even more regularly, engage even more with your followers, and diversify your social media channels and campaigns to take advantage of the growing virtual marketplace that’s opening up via social news feeds.

3. Target Outside of Your Own Industry

We’ve always talked a lot about the necessity of targeted marketing. That’s certainly not going to change in 2021, but who you target might. As you re-evaluate your assumed target audience (a good practice to undertake every once in a while regardless), consider the tangential audiences that might also hold some prospect potential for you.

On social media, 45 percent of consumers are looking to suggestions and discovery feeds to find new accounts and brands to engage with. If you can target those feeds, you can target more customers. For example, consumers who are interested in at-home fitness might also be interested in innovative water bottles or recovery supplements. Help these tangential prospects find you, and you’ll also help your bottom line.

4. Double Down on Your Core Offerings

If you currently have a limited marketing budget, you’re definitely not alone. How do you stretch it as far as it will go? By aiming your efforts at your best selling products and/or services instead of spreading yourself thin.

You don’t need to completely ignore your full line of offerings (nor should you), but do prioritize content and ad spending on the items that are most likely to convert with your audience. You’ll get the biggest bang for your buck and, hopefully, increase cash flow so you can expand your techniques even further in the years to come.

5. Create Original Videos

Videos have been at the top of marketing trends for quite a while now, and that’s not going to change in 2021. Now might be time to venture over to TikTok or just to start creating short but engaging video clips that accompany other pieces of content or stand alone on social media. Thanks to smartphone technology, you don’t need fancy equipment to make this work for you — just a bit of creativity and some basic editing skills.

Strategize for Success

If there’s one major lesson we picked up in 2020, it’s that you can never totally plan ahead for what’s to come. The marketing strategies above are adaptable, and they’re also valuable regardless of further evolutions in your industry. Adopt them in the new year to stay competitive and stay at the top of your game, and as always, use analytics as you go to see exactly what’s working and what needs to be tweaked.

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EMAIL MARKETING

What Not to do in Email Marketing

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What Not to do in Email Marketing

Email marketing is one of the best ways to speak directly to your audience. You can build a relationship with them and create loyal customers. It is also a great way to generate traffic to your website, increase leads, and execute large campaigns.

With all of the benefits that your company can gain from email marketing, it’s no wonder that 64% of small businesses engage in email marketing. However, there are still a few important things to keep in mind. In order to be successful, you should avoid these 4 mistakes explained by 97 Switch when preparing an email marketing campaign.

Talk About Yourself

Many companies fall into the trap of only talking about themselves. They assume that since their audience signed up for emails, they want to hear all about the company and the sales. While marketing your products or services is important to do sometimes, your audience is still looking for value.

Failing to foster a relationship with them by being too sales-y will lead to unsubscribers and a loss of potential customers.

Instead, it’s important to give the audience something in return for their loyalty. Exclusive deals and sales codes are appreciated, but they also want to see educational or entertaining content in their inbox.

One way to do this is by creating content such as “you asked, we delivered” or “your questions answered” to show that you care about your customers and the feedback they give you, and it builds trust.

It’s also important to speak your audience’s language. Sometimes, companies get too caught up in trying to sound professional and impressive and end up using jargon that’s hard to understand.

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Using more simple ways to get your message across is imperative, as it makes the email easier to consume and thus more valuable.

Email Without a Purpose

While building relationships with your customers is one of the main goals of email marketing, you should keep in mind that they don’t want to hear from your company just for the sake of connecting.

Ensure that you have a clear purpose for each email you send, whether that be to inform, entertain, or motivate.

Being intentional about when to reach out includes sending timely emails. You should respond to relevant industry, company, or world news in a timely manner. Readers would find you reminding them about the last day of a sale important, and that qualifies as a purposeful email.

Part of proceeding with a clear purpose is also including a call to action in your emails. Your readers want to know exactly what you’re asking of them, and making it simple is the best way to get it. Beware of including too many calls to action, as it can be more confusing and seem more selfish than helpful.

Over Generalize

Personalization is one of the greatest strengths of email marketing, yet it is often overlooked. Simply including first names in an email makes it sound more personal and builds stronger relationships. This can easily be achieved using an email scheduling tool such as Mailchimp. Again, this is a way to build customer relationships. Research shows that using someone’s name in the subject line increases open rates by 26%. Be that as it may, personalization is more than just plugging in names.

Using an email marketing tool is also an easy way to utilize the segmentation aspect of personalization. By separating your audience into groups, you can categorize what they would each be most interested to hear from you.

It has been shown that segmented campaigns perform better than non-segmented campaigns. An example of this is categorizing your readers as beginners, intermediate, or advanced knowledge of your industry. Based on this category, you can send each segment a different email that would pertain to them more specifically.

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Your readers will appreciate that your content is tailored to their needs. Imagine sending a beginner an email that skips over the basics of a process. They would be confused and find it very unhelpful.

Now imagine an expert who is wasting time reading the basics that they know by heart. They would become frustrated and lose interest in finishing the email. These are just two examples of using segmentation to better serve your audience.

Use Poor Subject Lines

Often, people will decide whether to open an email at all based on the subject line alone. A mistake that marketers tend to make is wording the subject in a way that sounds like spam, and thus never gets opened or reaches the audience.

As we mentioned before, it is also helpful to include someone’s name in the subject line. While it might seem like a shot in the dark to form an effective subject, there are a few tips for the best open rates you can achieve.

A good subject line should be short. The ideal length for a subject is 7 words, based on a study conducted by Marketo.

However, you also want to make it interesting so that people are curious and want to know more. This curiosity is enough to encourage people to read the email.

However, you want to avoid click-baiting your readers with interesting subject lines that have nothing to do with the content in the email. Make sure that your subject is also relevant to what you have to say. Otherwise, you will have the opposite effect you’d intended by destroying trust and losing credibility.

Being Inconsistent

Simply sending out random emails is not enough to see results. You have to stick to a schedule that your readers can count on and know when to expect to hear from you in their inbox.

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The frequency can vary based on your industry and from business to business, but emailing at least once a month is recommended. The more you email, the more you will be on the top of potential customers’ minds when they need what you offer.

That being said, you shouldn’t always assume more contact is better. If your company emails are flooding their inbox, you can bet that they will either block the sender or unsubscribe from future emails. Finding a balance is key to seeing the best results from your campaigns.

You should also consider the brand voice that you are using to speak to your customers. If your emails all sound like they were written by different people, then it’s hard to gain the brand-strengthening benefits of email marketing. It is also confusing to your audience and makes it harder for them to connect with the company.

A good way to remedy this is to create a company persona, where you give a personality to the company that is sending the emails.

Are you funny and witty, or are you serious and somber? Consider strengthening your branding within the company before communicating it with the world.

Key Takeaways

You can’t expect to be perfect at email marketing, so don’t get discouraged if you find that you have made these mistakes. There is always room for improvements, and every so often it’s a good idea to evaluate how your email marketing campaigns are going.

Using analytics to track your results and adjusting your strategy will help you grow as you fix any mistakes you might be making.

By taking the time to improve your strategy, you will see the success that can carry across all your marketing efforts.

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