Digital marketing is any advertising done through digital channels.  Because technology is evolving rapidly, it’s important to stay on top of digital marketing strategies.  Below are 10 strategies to incorporate into your digital marketing toolkit in 2021.

1. Know your Keywords

Understanding what your audience is searching for is crucial to capture their attention.  You want to be front and center when people are in the market for what you offer.  Review your SEO keywords often, and ensure your content is up to date.

2. Invest in research

If the content is king, then research is the kingmaker.  As companies invest in ever-important content, links to published research will help improve SEO visibility.  And those investing in the research to fuel that content are seeing it pay off.  According to a study done jointly by Mantis and BuzzSumo, about half of marketers have published research in the past 12 months with 97% reporting that the research is meeting their expectations.  Andy Crestodina, Co-founder of Orbit Media, writes “original research is the most powerful format for content.  It’s crazy that more people don’t do it.”

3. Understand your target market

When was the last time you considered who you were marketing your product to?  Has your demographic changed in the past few years?  Every few months, you should check in on your audience, and ensure you are reaching them on the correct channels.  These steps will increase your conversion to digital advertising.

4. Video Marketing

Videos have become an integral part of any digital marketing strategy, and are easier than ever to create in-house.  91% of marketers feel video is more important for brands during the Covid-19 pandemic.  This could include explainer videos, social media, or video ads.  Most brands expect their video marketing budget to increase this year.

5. Social Media Marketing

Social media is ever-evolving, and it’s important to stay on top of new trends so that you are relevant.  Take advantage of all features available and all platforms.  Instagram continues to lead the way for businesses to interact with customers, with 36% of US consumers reporting that they follow brands and companies on the platform.

6. Podcasting

More consumers are turning to podcasts during the Covid-19 pandemic, which presents an opportunity for digital marketing.  Consider whether you should create your own podcast, or perhaps guest on a well-established program.

7. Guest Blogging

Similar to podcasting, blogging creates an opportunity for guest posts on a site.  Multiple authors appearing on a blog increases credibility to the site.  By offering free content to an established blog you are not only directing traffic your way, but you are also establishing yourself as an expert, and creating backlinks to your site, all of which are excellent marketing strategies.

8. Upgrade Your Email Marketing

Marketing automation is the process of sending targeted emails at specific times to your customers.  You can send it to customers who have abandoned their carts, when they click through to a brand, or when your business launches a sale.  This can lead to a boost in conversions, with little to no active effort required.

9. Local SEO

If you are a company with a brick-and-mortar address, take advantage of Local SEO.  Location-based searches give you an opportunity to rank higher against the larger competition, and with some help from Google’s keyword planner,  you can determine exactly what content is required. 

10. Create Virtual Experiences

Companies who have virtual experiences for their customers during Covid-19 are more likely to attract customers.  Because buyers cannot (or choose not to) interact live in a store, they are turning to digital for items and experiences they would not normally seek out on the internet.  Savvy companies with updated marketing strategies can take advantage of this trend in 2021.