Businesses have changed as a result of the continuing Covid-19 pandemic. More companies are going online, and several workers are still working from home. Digital marketing has had to evolve significantly as many companies adjust to the eCommerce space, as well as shifts in customer behavior and the buyer’s journey.
Marketers are considering the new standard in all aspects of their campaigns, which has changed their digital marketing strategies.
We’ll look at what we’ve learned (so far) about digital marketing in 2021 in the sections below.
Customer Retention, Content Development, and Social Media Marketing
Consumers are spending much more time online as a result of social distancing policies.We have become familiar to networking and interacting with friends and family via online platforms as customers. As a result, the majority of our business interactions and market research take place through various online platforms, with social media serving as one of our first points of contact with brands today.
Social media has been critical for attracting new customers and keeping existing ones. In 2021, companies will need to devote more money to content development and social media marketing.
So, what determines a successful content marketing and social media marketing strategy?
- High-quality, interactive content (blogs, posts, infographics, and videos) for each stage of the buyer’s journey (from awareness and lead nurturing to post-purchase)
- Posts with clear call-to-actions on a regular basis
- Highly focused social media lead generation strategies that direct customers to a landing page where lead data can be captured, processed, and nurtured.
- To ensure that all campaigns are optimized to their full potential, all posts must be analyzed and evaluated. Campaigns can be tracked and monitored in real time, and adjustments can be made as required.
- Customer communication and prompt replies should always be a priority when it comes to social media management.
We’ve also heard of LinkedIn, Facebook, Instagram, and TikTok when it comes to social media marketing. However, in 2021, a new platform is sweeping the marketing community, promising a new and innovative way to meet and connect with high-quality leads. People, we’re no longer talking about video, photographs, or blog posts. We’re talking about audio here!
Customer Relationship Management & Lead Scoring
Lead generation is the backbone of every company, and thanks to search engine optimization, social media marketing, pay-per-click ads, and other digital marketing tools, lead generation has never been easier. Unlike conventional marketing, we are no longer spreading a broad net and contacting people who do not suit our target demographic.
However, the strategies mentioned above will not guarantee that all of your leads are ready to be sold. This is where the role of the marketer comes into play. Digital marketing teams must devote time to growing and interacting with promising leads before passing them on to sales reps for qualification.
But how do marketers determine whether a lead is marketing or sales qualified?
Lead scoring is a technique for ranking potential clients on a scale that represents the perceived importance of each prospect to the company or organization. This type of scoring is based on a number of variables, including the prospect’s job title (is the prospect a decision maker in their company? ), social media followers (is the prospect a thought leader?) and company size.
The first quarter of 2021 has taught us that as marketers, we must:
- Reach out to customers with high-quality content delivered on the right channel, at the right time, and with the right message.
- When it comes to interacting with customers, think outside the box and adopt emerging social media channels.
- Lead scoring tactics are used to nurture, analyze, and evaluate leads as they progress through the sales pipeline.
- Align marketing and distribution to provide the best possible customer experience while still can profits.