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By starting with your intention before creating a single piece of content, your fans/followers will feel the authentic care you and your brand have for them. Instead of resisting new platforms such as Clubhouse and TikTok, lean into the intention of showing up where your customers are. Speaking of automated… Google Ads marketers constantly tweak and adjust campaigns, keywords, and bids to get the most for your advertising dollars. The problem is all of the tweaking comes at a cost: more hours, and higher management fees. Enter Automated bidding, which allows Google to automate prior moves to adjust your bid in real-time. Modern marketing and metrics go hand-in-hand, so if you’re not investing in better analytics, you’ll struggle to drive the results you want to see. The problem, however, is that the customer journey is more complex now. We live in an omnichannel age where the average consumer engages a brand on up to six touchpoints before making a purchase. It is essentially designing marketing materials (including your website, ads, email campaigns and content) to evoke specific neurological reactions that trigger emotions or responses that are linked to purchasing. You can use this information to optimize your content accordingly and adjust your strategies, improving the effectiveness of your marketing. Google frequently updates their local SEO algorithm, so if you’re a local business, you should continuously update your business’ appearance in local results too. In a way, local SEO is even more powerful than broad SEO—people searching for a specific type of business with their geographic location have more intent to purchase, so it’s easier to convert them. More novel is the use of these techniques, which weren't practical 10 years ago. Previously, many email marketing systems were limited to reporting on individual newsletter and campaign email broadcasts. These are still the 'bread and butter' of email marketing for many marketers. However, a more sophisticated approach (which I have been recommending for over 15 years for more advanced email marketers) is to consider lifecycle engagement reporting and targeting based on this. Predictive analytics can be used to identify: As the pandemic subsides, shoppers, diners, tourists and consumers of all kinds are going to go OUT. And when they go, they are going big. Marketers will need to know where their ideal customers go, how often they visit, competitors they’re shopping at — as much as they can know about the offline consumer journey. Reaching those audiences will be critical to business growth and will separate the 2021 winners from the laggards. A study found that despite widespread concerns about consumer privacy, 72% of shoppers will only engage with personalized marketing. Shoppers are shunning and unsubscribing from mass-blasted email campaigns while choosing personable web pages over generic ones. In 2021, marketers will need to customize customer communications and experiences based on their preferences, interests, and behavior. These epic posts are sometimes called 10X content or pillar content, which is basically content that provides a complete answer to any question a user may be searching for on a given topic. It’s specifically designed to provide value for the reader, and also to rank highly in the search engines. We saw a massive shift to online in 2020 because no one had a choice, NOW in 2021 those that shifted have choices. The first is to wing it, and carry on thinking they know what they are doing, the second is to get trained or outsource what they are doing to make sure they are benefitting from the new normal. Without doing one or the other, businesses will eventually fail, which just makes me sad.
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March 7, 2021
admin
47 comments
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