6 Digital Marketing Trends For A Successful 2021
With 2021 just around the corner, it’s time to look at digital marketing trends for the coming year, what is driving them and how to incorporate them into your marketing plan. 2020 has been a year where equality and justice have dominated the news so it’s no surprise that marketing will look to be more inclusive and personalized. As machine learning and algorithms continue to evolve, the more technical side of digital marketing like SEO and voice search will also play key roles.
These 6 digital marketing trends for 2021 will help guide the content you create, the strategies you use to disseminate it and tactics to improve your online searchability.
Featured snippets and no-click searches
You may have noticed recently that Google is providing extra, relevant information in search results. Called “featured snippets”, these results display above the number one search spot and typically answer your question right there without the need to click through to a website. Ranking for one these “no-click searches” not only positions you as an authority, featured snippets may be read aloud from voice searches. Creating content that answers a question is one of the best ways to rank for one of these coveted positions. Format your content to clearly answer the question. This could be in written bullet point form, list form or even “how-to” videos.
Image and video SEO for visual searches
If you are unfamiliar with visual search it’s the ability to upload or use an image to search without having to describe what you’re looking for in a search box. Google Lens is one of the available apps that allows for these kinds of searches. Best practices for tagging images and videos is the key to tapping into this new search method. This means adding alt text to your images, including your target keywords in the file name of your image or video, using high resolution images and HD videos, and even having an image sitemap on your website.
A staple in any digital marketing plan is local SEO. Google My Business is one of the most important platforms to help your business rank higher in Google SERPs (Search Engine Results Pages). Claiming and verifying your GMB listing also gives you the ability to offer additional information about your company to online searchers, all with the goal of converting them into customers. Google reviews will continue to be important in the coming year; another valuable reason for using Google My Business. If you would like more information on how to claim your GMB listing, click here.
Interactive content and personalization
It’s long been known that when people engage with your content, particularly on social media, your chances of being favored by the algorithms increases. While this is still going to be important in 2021, the user experience will play a key role. Consider using Interactive content like quizzes, open-ended questions, surveys, contests, giveaways, polls, etc. The more personalized this content is, the greater your engagement and overall user experience will be. This trend towards personalization will also allow your followers to feel a greater connection to your brand.
“One size fits all” is not a strategy that typically works well in digital marketing. Instead, consider creating a greater number of targeted campaigns rather than one or two campaigns blasted out to your entire audience. This can be done by segmenting your customers based on certain traits or behaviors, such as demographics or shopping habits. This strategy works hand-in-hand with customer engagement and personalization, as your audience receives content tailored just for them. Besides email lists, customer segmentation can be used for specialized paid ads, targeted blog content and social media posts.
Inclusivity / Sustainability
In 2020 we are already seeing a shift in digital marketing to be more inclusive of marginalized groups. Whether it’s people with disabilities, ethnic minorities or the LGBT+ community, consumers are looking for greater equality in the content they consume and the brands they buy from. The same goes for sustainability. In 2021 we will continue to see people supporting brands who reflect their own concern for the environment. If inclusivity and sustainability are not part of your digital marketing plan, consider including them in the images and videos you produce, the topics you discuss on social media, in your blog content, and, if applicable, in the products you offer.
Since voice assistants first hit the market a few years ago, voice searches have been steadily increasing. And people don’t use the same keywords when they talk as when they type! Try altering your SEO strategy to incorporate speech keywords.
Start creating your 2021 digital marketing plan with these trends and you’ll be sprinting over your competition rather than playing catch up. If you are unsure where to start, let us know—we’re here to help!