2021 Digital Marketing Assumptions

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What a year! I hope that you and your family are healthy and happy!

If you’re anything like me, you’re looking forward to 2021, the vaccine, and a return to “normal.”

Here’s to hoping for a better year for businesses too! But combine your hope with strategy and take actionable steps for growth. Creating a digital marketing plan and working with a pro can help take your business to the next level.

Below are HBT Digital Consulting’s Four Assumptions for 2021.

HBT Digital Consulting_The Competition

Since some long-standing sales tactics have temporarily stopped (events and in-person networking), businesses will shift more budget to online channels for customer acquisition. Almost all growing businesses will earmark dollars for Google Ads and/or Social Media Advertising. That will drive up the cost of advertising, but if you track performance by marketing channel and focus on cost per lead/cost per sale, you can spend more efficiently.

HBT Digital_Custom Audiences

You can beat your competition by creating custom audiences! For those that don’t know, custom audiences can mean: your entire database, those that have purchased from you, those that are warm leads, or those that have visited a particular page on your website (and more!). By segmenting, you create specific audiences and tailor your marketing creative and message to that specific audience. You can even guide them down a marketing funnel with general awareness, consideration, and then the conversion phase. Each marketing channel (Facebook, LinkedIn, Google, etc.) has unique ways to do this. In the consideration phase, I love the “Video Views” campaign type on Facebook. In some instances, I’m seeing $.01/view. You can’t beat that!

HBT Digital_Content is King

If you’re an established business with customers, you can reach out for testimonials or even use them for product/informational videos. Pictures, stories, and videos will all be important in 2021. If you’re not sure what to post or write about, ask your customers about their pain points or frustrations with your product/service. Then, you can make content specific for them. That will help solve a problem for your current and prospective customers, and you’ll come off as caring.

For newer business, start blogging, and pay attention to the keywords you use in your content. Track page views, or post engagement, and see what plays best for your audience. Show your authentic voice, be energetic and passionate, and it’ll resonate. Keep those videos coming too! According to a recent Cisco study, by 2021, 82% of consumer internet traffic will be video.

HBT Digital_You get what you pay for

Google Ads will drive immediate traffic to your website with people that are searching with “high intent” for your products or services. You’ll pay for your keyword phrase to show below the Google Search Bar, and it will drive more awareness, leads, and sales. It’s the same with social media advertising; you’ll pick specific audiences to see your ads. Test headlines, descriptions, and media too. That’s the great thing about Facebook ads, you can test up to five headlines and descriptions and they’ll optimize the best performing creative for you. Advertising is an investment and is well worth it!

By putting a concentrated effort on your business’ marketing, you can win next year!

Have a happy and safe holiday friends, we’ll see you in 2021! If you want a free 2021 strategy review, drop us a line!

RJ Huebert
RJ Huebert is the founder and managing principal of HBT Digital Consulting, a Pittsburgh-based business. A digital marketing professional, he specializes in search engine and social media marketing for B-to-C companies looking for lead generation and online optimization. He is also the co-race director for three Tampa Bay 5K events called The Great Mother’s Day Race, The Great Father’s Day Race, and The Great Gay 5K. The races have had over 12,000 participants and have raised over $7,000 for local charities since 2012. Previously, RJ was the marketing director for a world-wide market research firm, and has held management roles in verticals including healthcare, banking, and for-profit education. Helping local business succeed online is his daily passion, launching 5K events gives him joy, and contributing to the Pittsburgh business scene inspires him. RJ earned his Bachelor of Arts from the University of Pittsburgh and Master of Arts from the University of South Florida, focusing on Strategic Communication Management. Currently, he sits on the American Marketing Association Board of Directors - Pittsburgh Chapter. He resides in Pittsburgh, PA with his wife Taylor, chocolate Lab Coco, and a Jack Russel Terrier named Rosie.