We’ve taken some time to reflect on the year that was and decided to share our digital marketing lessons from 2020 and strategies we will be implementing for our clients as we transition into 2021. We hope our insights provide you with valuable inspiration.
Have a plan but remain flexible
Having a plan that steers your business in the direction of your macro goals is important. We’ve found that while your desired direction can remain the same, the way goals are achieved needs to remain flexible; a digital marketing lesson particularly learned during 2020. For example, if you’re a business coach and your goal is to continue growing your client base, you could broaden your horizons by establishing an eLearning platform and offering your services worldwide. While you will need to pivot your offerings and the way you deliver your services, shifting online can be an opportunity for unforeseen growth.
Increase the value you provide
Depending on your location and business, social distancing may have made it difficult to carry out your normal operations, making communicating with customers for feedback challenging. We found a great way to stay connected and provide additional value is to go live on Instagram and Facebook. While you may be nervous at first, humans require connection and getting your face in front of your audience is a great way to keep your business top of mind for when things go back to COVID-normal. For example, if you run a local café, you could educate and entertain your audience with videos on how you prepare the perfect cup of coffee or your recipe for their favourite chocolate cake. If you’re feeling extra innovative, you could even start selling DIY packs for purchase so they can prepare them at home to maintain some sales.
Focus on your customer journey
With the dip in discretionary spending in 2020, if your business doesn’t sell essential products or services, you may have experienced a reduction in sales. We utilised this time to focus on the customer journey and analyse the pathway from individuals first learning about a business to the first purchase to eventually becoming a loyal customer. If you can navigate your customer through your social media, website and retargeting strategies in an effective way, you will gain loyal customers in the long run resulting in a lower cost per customer acquisition compared to finding new customers for each sale. This is a great way to market effectively and give back to your existing customer base.
The opportunities of e-commerce
With the temporary closure of bricks and mortar businesses in 2020, the rise of shopping via e-commerce was a massive trend. With our inability to leave home for anything that wasn’t essential, we found that businesses who took the initiative to promote and expand their digital offerings leveraged the state of the market. We also noticed a rise of new businesses in e-commerce and drop shopping with the trend likely to continue well into 2021 and beyond with the increased confidence of consumers to shop online.
Transitioning into 2021
With the spotlight on digital marketing well and truly lit, we highly recommend ensuring your business’ digital presence is planned, consistent, remains flexible, innovates with the market while holding your business’ values and drives you in the direction of your overall goals. If you are looking for a marketing partner to level-up your digital marketing strategies, feel free to get in touch with us at firstname.lastname@example.org, we’d be more than happy to chat to you about how we can help your business prosper in 2021.
(02) 8006 4212