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What Will Digital Marketing Look Like in 2021?

What Will Digital Marketing Look Like in 2021?

people will still be told told to stay home in 2021

What Will Digital Marketing Look Like in 2021?

Although 2020 is finally over, there are still a lot of questions that we can’t answer.

How soon until we know how effective the new vaccine for COVID-19 is?

When will the pandemic end?

When will we return to business as usual?

For small business owners, that last question looms large. With COVID-19 cases spiking across the country and the probability that we’ll be back to only essential businesses opening their doors to the public, it’s crucial to take a long view of the marketing landscape.

Because there are so many unanswered questions, the marketing trends for 2021 have a slightly different focus than might be the case in a typical year. Here’s what’s on the horizon.

Focus on Customer Retention

I’ve talked a lot before about how much less it costs to retain customers than to win new customers. In 2021, it’s going to make a lot of sense to put your marketing budget into customer retention. Holding steady in a global crisis qualifies as a win.

Social media and email are the best tools you have available to drive customer retention. By encouraging existing customers to follow you on Facebook or subscribe to your list, you’re gaining the ability to stay in touch with them. You can offer special deals, keep them informed, and remind them of why they chose your product or service in the first place.

Product and Service Availability as a Priority

We’ve all experienced issues with product availability as well as with delayed deliveries due to the pandemic. The key to customer retention in 2021 is ensuring that your customers have access to your products and services. And, if they don’t, letting them know why.

If you have the financial wherewithal, then it may make sense to increase your inventory and beef up your fulfillment to make sure that you can ship products out quickly. For companies providing services, you may need to think about alternative or extended hours, curbside pickup, and other adaptations to meet your customers' existing needs. At the same time, you’ll need to communicate clearly about delays and shortages to minimize the risk that customers will abandon you for a competitor.

Marketing Automation

Marketing automation has been a trend in digital marketing for years now and that’s not going to change. 51% of companies were already using marketing automation as of the end of 2019 with a slight edge to B2C companies. However, 58% of all B2B companies said they planned to add automation.

Automation can include everything from simple fixes such as email autoresponders to complex solutions such as chatbots and digital assistants. Chatbot technology is within reach thanks to free chatbot builder tools like Manychat — which is what our company uses. You don’t need to pay a programmer to build an effective bot.

Want some creative ideas for a chatbot or want to find out if they are right for you? Check out one of our latest pieces on the subject

chatbot developer near me

Here at JVI Mobile Marketing, our CEO is actually a chatbot marketing expert and even wrote a book about it. We would love to help build you a bot that’s right for you and your business needs. Want to learn more about chatbots? Click here.

Interactive Content

There’s no doubt that there’s still room for static content, meaning content that your followers read, watch, or listen to on their own. That said, one of the biggest content trends for 2021 is the rise of interactive content as a way of engaging customers and providing value at the same time.

Interactive content can take many formats, including:

  • Calculators
  • Quizzes
  • Questionnaires
  • Games
  • Polls
  • Interactive Videos
Women interacting with phone in 2021

The reason for the rise is two-fold. First, interactive content is fun for your followers and can make them feel more engaged with your company and brand. Second, the data you collect – whether it’s in the form of quiz responses or information entered in a calculator – will help you learn about your audience. You can use the information you collect to fine-tune your marketing and increase new customer acquisition and customer retention.

List Segmentation

Another key element of customer retention is list segmentation. With marketing budgets shrinking, it is far more cost-effective to segment your list than it is to send the same emails to everyone expecting to get a high conversion rate.

Segmentation can be done using any factors you choose, including:

  • Previous purchases
  • Product preferences
  • Location
  • Industry

You have the option of segmenting your list based on the data you’ve collected from your subscribers or asking them to self-segment by sending out a survey or email where they can opt into and out of your content. Either way, the result is better targeting and a higher return on your investment.

Automated Bidding for Google Ads

In-house automation isn’t the only way to streamline your marketing in 2021. While automated bidding for Google Ads isn’t new – it was first introduced four years ago – it has been greatly improved in the past year.

The benefits of automated bidding are clear. By taking advantage of automation and letting it handle bidding adjustments, you can dedicate your valuable time to improving your PPC ads and increasing your marketing ROI.

Optimizing for Voice Search

Voice search optimization isn’t an option anymore – it’s a must. 40% of all internet users in the United States have used voice search and those numbers are only going up. So if in 2021 you’re ignoring voice search in your optimization efforts, you’re making a mistake.

You can optimize for voice search by making the content on your website conversational and accessible. Keep in mind that conversational still needs to apply to your audience. If you own a B2B tech company, your audience’s conversation may include jargon.

Instead of focusing on short keywords, try building your content around common questions and responses. Using questions in your blog headings and other content – and having a robust FAQ on your website – will make it easy for potential customers to find you using voice search.

Non-Linear Buying Journeys

The rise of digital has undoubtedly shaken up traditional marketing. When you consider the many ways that a potential customer can learn about a company or product, it’s hardly surprising that you can’t count on a linear buying journey to be the result.

How to respond? The trend is toward an omnichannel marketing strategy that includes:

  • Website content
  • Social media
  • Advertising
  • Mobile apps
  • Chatbots

Your goal should be to provide any customer or potential customer with a seamless experience across channels. Customers should get the same tone and information on Facebook that they do from a chatbot on your website, your mobile app, or your landing page.

Overall, agility is going to be the name of the game in digital marketing in 2021. We can’t know yet what the new year will hold, but businesses that remain flexible and adaptable have the best chance of continued growth and success.

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5 Creative Ways to Use Facebook Messenger to Promote Your Business

5 Creative Ways to Use Facebook Messenger to Promote Your Business

5 Creative Ways to Use Facebook Messenger to Promote Your Business

Facebook Messenger is a tool many of us use for instant messaging with our friends – but did you know that it’s a useful marketing tool, as well? It has become one of my favorite ways to connect with existing and potential clients on social media.

There are some useful options included with Facebook Messenger that you can use to improve customer service, promote your products, and more.

Not convinced? Here are some numbers that might do the trick.

  • Open rates for Messenger marketing are 70% higher than for email marketing.
  • There are more than 300 million active bots on Facebook.
  • Facebook Messenger has over 2 million monthly downloads in the United States.
  • Facebook users exchange more than 20 billion messages with business every month.

Those numbers are impressive by any standard. So, now that I’ve convinced you – you are convinced, right? – here are 5 creative and easy ways to use Facebook Messenger for marketing.

#1: Remind Customers About Appointments Via Facebook Messenger

If you allow clients to book appointments with you on Facebook using the “Book Now” button, then you should be using Facebook Messenger to follow up and remind them about their appointments.

To turn on the button, simply click the blue call to action button on your business page. Choose the “Book with You” option and fill out your appointment preferences. When you’re done, go to your Inbox and click the Automated Responses menu.

Scroll down until you see the Follow-Up options, then click to enable Appointment Reminders. Messenger will send an automated reminder 24 hours before the scheduled appointment.

#2: Start a Facebook Messenger Conversation

Do you have a killer piece of content to promote? If you do, then I strongly recommend using the “Get Messages” feature on your next Facebook post.

When you create a post on Facebook, you’ll see a list of options below the message space. One of them is “Get Messages” and it allows the people who see your post to click to send you a message.

The best use of this feature is to promote a lead magnet. When someone wants the content you’re promoting, they’ll click the Send Message button to request the content. You can then get their contact information and send them a pdf of the content or redirect them to your download page.

If you don’t have content to promote, you can still use this feature to allow people to request more information about your business. It’s a great way to initiate a conversation. Just keep in mind that Facebook has rules about how often businesses may send messages to people. Make sure you stick to their guidelines.

#3: Answer Frequently Asked Questions

Most businesses have Frequently Asked Questions on their websites, but you can use Facebook Messenger to provide responses to your followers as well.

To set up FAQ on Facebook, you’ll need to go to your Facebook inbox and scroll down to Automated Responses. Then, enable the option for Frequently Asked Questions.

You’ll get a screen that allows you to tap a plus sign to add questions. It works a little differently from a regular FAQ. When someone messages your business page, they’ll get a list of FAQs and can tap the question they want answered. When they do, they’ll get the response you entered.

To make the best use of FAQ on Facebook Messenger, follow these best practices:

  • Keep your answers short and to the point.
  • Ensure that information provided matches the information on your website.
  • Make it clear that the response is automated.
  • Double-check all links to make sure they work.

Setting up an automated FAQ is a good way to make sure that questions are answered quickly. It will also help turn on the badge that lets customers know that you respond quickly to messages.

#4: Use Facebook Messager to Contact People Who RSVP to Your Event

woman holding coffee smiling  at facebook messenger on phone

If you use Facebook to create events and invite people to them, you can set up Facebook Messenger to allow attendees to message you and to start conversations with them.

When you set up an event, you’ll see an option that says, “Allow Guests to Message [Your Page] About Reservation.” Once enabled, you’ll get an automated message whenever someone makes a reservation for your event. You’ll be able to respond, thus starting a conversation with an attendee who may turn into a paying customer.

Of course, this option works in reverse too. Attendees will be able to message you directly with questions about the event.

#5: Create Ads Targeted to People Who Have Messaged Your Page

While all the above methods for using Facebook Messenger can be effective, I’ve saved the best for last. You can use the Custom Audience feature on Facebook to create ads targeted to people who have messaged your business page in the past.

You can choose any time frame. Simply click the “Add People to Your Audience” option and then select “People who sent a message to your page” option. Next to it, you can fill in your chosen time frame. I recommend going back a full year unless there’s some reason that you want a narrower time frame.

You can get even more detailed if you want to. For example, if you’ve ever used Facebook Messenger to conduct a survey, you can create ads targeted to specific responses. If you gave your respondents four options, you could create ads targeted to each response.

What I like about this tool is that it offers a very affordable way to engage in targeted marketing. When you take the high open rate for Facebook Messenger into consideration, there’s a good chance that your targets will see your ad. That’s not something you can count on with traditional Facebook ads that display on the News Feed.

Facebook Messenger is more than a fun way to connect with friends. If you use it properly, it can be a powerful marketing tool that allows you to connect with your customers on a personal level, boost your conversions, and increase your profits to grow your business.

JVI Mobile Marketing uses Facebook chatbots to easily keep your customers in contact with you in all these ways and more! Go to our website to learn more about what we do and book an appointment so we can chat.

CTA Buttons For Organic Facebook Posts

CTA Buttons For Organic Facebook Posts

Want to put a Call To Action Button (CTA) on an organic Facebook post? Well, you can. Until yesterday I didn’t think this was possible. Thanks to my colleague Bryan at 10X Interactive, we learned how to to this using Business Manager. Facebook’s Business Manager constantly adds new things all the time.

You can put a button on a link post, carousel post, photo/video post, or just a simple status update!

When you are in Business.Facebook.com, you will want look at the left side drop down menu(scroll down to the section that says “Engage Customers” and create your post with a button.

You will create it as an ad, but you can then publish it to your page without spending any money on it!

Maybe this is a Facebook Ad Secret.  Maybe this is a Facebook Loophole. Maybe this is a Facebook trick.

Who cares. These tips and tricks are incredible fun to learn about!

Want to learn more Facebook Tips and Tricks for small business? Need help setting up your Facebook Business Account?

Book an appointment today, read our blogs, or watch our LENS Method social media posting webinar!

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