As digital trends evolve, marketers must stay aware of the changes in order to easily adapt to emerging technologies that help develop business, generate leads, improve the relationship with existing customers, and gain a competitive advantage.
Yet, last year was challenging for businesses all over the globe. Covid-19 has broken marketing plans and expectations, making some companies quit the market. Is it all pessimistic? Not at all. There have risen new marketing trends to be considered and followed in 2021.
Let’s take a look at the top 5 of them which you’ll want to know to succeed at the marketing stage this year.
- Video marketing keeps growing
- Email marketing gets even more personal
- Content marketing focuses on engagement
- Influencer marketing grows rapidly
- Facebook popularity increases
Video marketing keeps growing
Nearly 9 in 10 companies use video as a marketing tool. By 2022, video is expected to make up 82% of all consumer traffic on the internet. The interactivity of video gives a great opportunity for brands to engage with their audience and, at the same time, shortens the distance in communication between a brand and its followers. Of course, it can be risky due to its technical complexities and the ad-hoc issues that may arise. But even some noise in the background won’t alienate your followers.
There are many ways how to apply video for your business in 2021:
Tip 1. Make video versions of your written content
If you’ve created a couple of successful articles in your blog, it’s the perfect time to repurpose the content and prepare videos for them. You can place a link to the video within your article and promote it. This way you will:
- attract users who prefer video content
- provide more detailed information on the topic in an expert article for the people who found it through the video
Tip 2. Do interviews
Interview your customers to gather feedback concerning your product and ask the experts in the field to discuss the hot topics of the industry in video format.
Tip 3. Show how your product is created
Customers typically see only the finished version of your product. Allow them to get inside the production process and live stream from start to finish what goes into the making of the product.
Email marketing gets even more personal
The key change in email campaigns relates to growth in the personalization trend. Consumers are more interested in personalization than ever. 90% of US customers look for content personalization.
According to another study by JanRain, 48% of consumers spend more when their experience is personalized, and 74% of consumers get frustrated when content has nothing to do with them.
They require special attention from your side, differentiating your brand from others. This means that email marketing campaigns should become as personalized as possible. Follow these tips to bring higher engagement from your emails.
Tip 1. Different emails for each customer segment
According to Marketing Dive’s latest study, “Personalized emails increase open rates by 50%.” You should differentiate between your customers and segment the messages they get. Split your list into different audiences and only send the content, which is relevant to each list. Creating a few buyer personas should make this task easier.
Tip 2. Relevant and informative content
Relevant content is informative and should present facts and details about the product or service you provide. Give the customers enough information to appeal to their desires and make your expectations clear. Include a call-to-action with your email, like clicking on a link to your website. This will help the customers to interact with your email and you to analyze the email’s effectiveness.
Content marketing focuses on engagement
In 2021, around 94% of companies will utilize digital content marketing strategies. The top 3 types of content used by B2B marketers are blog posts, email, and case studies.
Following these trends, companies should mark new ways of their content to stand out among the ever-increasing competition. Investigate these tips to bring your audience’s content engagement to the top in 2021.
Tip 1. Repurpose content to videos
The popularity of video content is growing. According to the State of Content Marketing Global 2020 Report, content that doesn’t contain a video gets 92% less traffic than the one with at least one video. Therefore, in 2021 you should look for ways to embed videos in your blog and social media posts to increase customer engagement.
Tip 2. Try podcasting
Podcasting is increasing in popularity and if your target audience includes higher-income families, consider including podcasting in your content marketing strategy. More than half of all US consumers above the age of 12 listen to podcasts and 82.4 percent of them spend more than seven hours a week on that.
Tip 3. Don’t forget about SEO
SEO continues to be a priority in 2021 and you should definitely optimize your content to see it on the first pages of Google search. In 2021, you should concentrate on a complex structure of your posts as more than half of the posts with (h2+h3+h4) structure are best-performing in terms of traffic and engagements.
Tip 4. Create valuable content
Remember that you should create content that meets your audience’s needs and help them solve their problems. 55% of business professionals say a great story captures their focus and keeps them engaged with the content.
Unique content has to include analytics related to your target audience, your product, and your specific industry. Combine highly-engaging stories with real data and don’t forget to check your statistics. It’s never a good idea to include misleading data in your posts.
Influencer marketing grows rapidly
Influencer marketing is a type of marketing that uses powerful, mainstream, influential people on social networks, forums, blogs, and messengers to promote brands, their products, services, and content.
You can generally identify three types of influencers (check this infographic for more details):
- Mega-influencers – actors, artists, and social media stars who have 1M+ followers and drive 2-5% engagement per post. Their influence comes from their celebrity.
- Macro-influencers – bloggers and journalists who have 10,000-1M followers and 5-10% engagement per post. They have powerful category-specific influence in their niche, be it fashion, lifestyle, or business.
- Micro-influencers – simple consumers and employees with 500-10,000 followers who drive 25-50% engagement per post. They have the highest brand relevance and their influence comes from their unique expertise in the niche they represent.
Remember that the best way to use influencer marketing is to follow the 1-9-90 rule — 1% of people on the Internet create original content, 9% modify this content and adapt it for the 90% of users who consume it.
Mega-influencers and macro-influencers compose the 1% (creators), whereas micro-influencers are the 9% who transfer their content to your customers. Consequently, the best way to promote your brand is to contact micro-influencers in your niche, because they will bring the best engagement to your product or service.
Why you need them?
Influencer marketing It remains the top customer-acquisition method, while the ROI from digital influencer marketing campaigns is 11 times higher compared to traditional ads.
COVID-19 and the rise of Gen Z are the key factors that predetermined the most important trends in influencer marketing for 2021. In 2020, influencer collaborations had 57% more reach and impact. So by 2022, brands are set to spend up to $15 billion on influencer marketing, up from as much as $8 billion in 2019.
Although the most widely-used social channels are YouTube (with 8.5 billion monthly global visitors), Facebook (3.5 billion), Twitter (2 billion), and Instagram (1 billion), marketers should pay special attention to the growing popularity of TikTok. This is a great platform for brand promotion due to its informal tone. That’s why collaboration with TikTok influencers is now among the first goals for marketers globally.
To make your influencer marketing strategy effective for your target audience try to use these types of collaborations:
Type 1. Sponsored social media campaign
Partner with influencers for social media posts. In this form of collaboration, the influencers create and post content to promote your brand on their social media accounts. You have to make a brief for the post, including content guidelines and campaign objectives for the influencer to know what you expect.
Type 2. Guest blogging
Identify a set of influencers who own blogs or websites with an audience in your niche. Ask them if they accept submissions from guest authors on their websites. If they agree, create a smart piece of content for them. This content should be informative and bring value to your target audience. It should include a link to your site, but should not be too promotional.
Facebook popularity increases
Facebook is still one of the biggest social networking platforms with about 2.7 billion users as of the second quarter of 2020. In the US, this number is forecasted to have grown to 223.2 billion users by 2023.
The number of companies using Facebook has also increased. Now there are about 180 million businesses on the platform, making it an important sales and marketing channel. Facebook is used by B2B marketers for advertising, promoting their brand’s products or services, engaging with customers, and more.
According to Statista, the most popular type of content on Facebook is videos, which get an engagement rate of 6.15% compared to posts (1.3%). Meanwhile, marketing pros still take advantage of Facebook Messenger — more than 60% of them use it regularly.
All that speaks about the necessity for your company to own a Facebook page which will generate trust for the brand. To address this trend, follow these important tips:
Tip 1. Create a Facebook Group to build a community
There are more than 10 million groups on Facebook and more than 1.4 billion people engage with these groups every month. So, you can not only have a Facebook Business Page but also create a Facebook Group to support it. The Business Page can present general information and a Group will address niche interests and work with your brand ambassadors.
Tip 2. Run monthly Q&A sessions
To maintain customer trust it is important to communicate with them often. The best way to do this is to address their problems, answer their questions, and communicate in real time. You can even organize regular Q&A sessions on your Facebook Page, and, of course, keep answering questions and comments under your posts.
Tip 3. Use Facebook stories
About 300 million users engage with Facebook Stories daily. To follow this trend, you have to create specific content for stories. The Guardian has found that the less refined live Stories perform better than the edited ones.
Try to create live-action videos and display them in your Facebook Stories. Of course, it works best in combination with storytelling, text, and images, meaning you should stay creative and use various types of content on your Facebook Page.
Tip 4. Understand and target the right audience
Knowing your audience is key to high engagement and trust. Each of your posts has to target a specific group based on interests, jobs, previous interactions with your brand. Of course, you have to focus on the posts’ quality and high conversion rates, following up on how they perform.
Use proper monitoring and analytics to adapt and change your content strategy following the audience preferences. Use this social media analytics tools comparison to choose the one most suitable for your business needs (сlick to explore the infographic). Remember that your perfect tool should have a trial period to test its effectiveness, moderate price as not to waste your marketing budget, and clear insights on every post where your brand succeeds.
Adjusting to trends is essential for any business trying to compete in the current market. However, balancing between trends is also important because once a trend becomes popular, it frequently changes its direction or disappears from the market completely because of oversaturation.
When planning your digital marketing campaigns for the year, remember to ask yourself: Will this content remain valuable if the current trends change? What will happen to my marketing if that happens?
Stay several steps ahead of the market and use Snov.io to build your marketing base on a solid foundation of quality content focused on your target audiences.