As we know, 2020 was a challenging year for most of us, and the business sphere has especially suffered the financial consequences of Covid-19. As a result, companies had to reduce some of their costs, including downsizing the marketing budget. However, some cost-effective marketing strategies offer a high return on investment.
The foundation of every business strategy lies in the website. Websites are the core of your online presence, and they support your digital marketing strategy. With so many different frameworks and platforms such as WordPress, Bootstrap, Wix, Squarespace, etc., and the availability of low-cost domains, websites are affordable and a valuable asset.
A professional website needs to be usable, user-friendly, and have great informational architecture. Users expect easy navigation once they board on the website, and they can get easily irritated if the design system is complicated. The most crucial information on the website includes a brief description of the business, the employees, and the services and products.
Search engine optimization (SEO) and Search Trends
SEO service is a crucial part of every business strategy. It optimizes website structure and content to make it easier for search engines to crawl. Optimizing the website by creating engaging content that focuses on relevant keywords will rank it higher on the search engine results page. The higher the rank on Google, the more exposure the company has to drive conversions and traffic to the website. Adding relevant metadata and backlinks will also help the website to rank higher.
A voice search refers to using voice to search for information on Google or other search engines. The number of voice searches has risen enormously over the last years because people are becoming more comfortable talking to their devices. Voice searches usually are longer and contain conversational language, requiring more conversational text on your website rather than formal. Optimizing a website for voice searches as an addition to regular searches will definitely bring more results.
A zero-click search is the result or the answer that appears on the top of the SERP, which doesn’t require the user to click anywhere. Marketers love data, and they love to see the results in the form of website visits, so this might sound like it doesn’t bring any benefit. However, zero-click search results do create some excellent opportunities for marketers. If it is easy for Google to pull information from a website and present it to people who search for similar things on Google, it can bring a lot of exposure for the brand. Google prefers zero-click search results because their number one priority is to help people find the information they are looking for as quickly as possible. Google is continuously optimizing them so that the number of zero-click search results can grow.
A local search is adding a geographical component to a search query. It makes it easier for businesses to be promoted in their local area. Google My Business allows companies a free option to have an online presence, to offer information about their products and services, work hours, photos, to be found on Google Maps, and many other features.
Social Commerce is selling products via social networks. Pinterest was the pioneer who introduced this type of commerce by launching buyable pins in 2015. Today, social commerce is viral, and it’s available on social platforms such as Facebook, Instagram, and Pinterest. Even though Instagram has been the trendiest platform for social commerce, Pinterest is fascinating because it has the highest average order value.
Live streams have really grown popular this year. Between 2019 and 2020, the number of hours watched on live streams has doubled, mostly because it is a lot easier to connect with the audience through a live stream than through a pre-recorded video. As a result of that, viewer retention rates and engagement on live streams are a lot higher.
Email marketing never goes out of fashion, primarily because almost all people use e-mails on a daily basis. This is also considered to be the most professional way of conducting marketing in the B2B segment. E-mail marketing allows businesses to promote their products, services, and socially responsible activities in a quick, affordable, and effective way. This type of marketing is also a very smart way of promotion because it is easily measured. There are many tools and platforms that measure an e-mail campaign’s results, and they offer data about important parameters like click-through rates, delivery rates, open rates, etc., that show whether the e-mail was delivered, opened or ignored. By analyzing these parameters, you can see which parts of the campaign were effective and worth keeping, and on the other hand you can improve the parts that were shown ineffective.
Nowadays, many popular E-mail Service Providers can be used to create successful e-mail campaigns, like MailChimp, Jilt, Omnisend, Klaviyo, and CM Commerce.
If done correctly, e-mail marketing can bring really good results, and a high conversion rate, but it can also serve as a great customer relationship technique.
Social media marketing
The impact of social media in every aspect of our daily lives is evident. Social Media is also a cost-effective inbound marketing strategy, because everyone can create a free account at any time. Nowadays, this is the most used marketing method because it offers so many opportunities and options for targeting, reaching and engaging with the audience. It is also a great way for brands to stay close to their customers.
Choosing the right channel is one of the most important things when creating a social media campaign. The key is to post quality, unique and engaging content in the prime time on the most suitable platforms for your brand. A social media content calendar can help you keep track of the time, date and the platforms where the posts are published.
As an addition to that, using social media influencers is proved to be one of the most effective and popular ways to reach a potential customer base