2020 was a tough year for everyone. Not only did we see small businesses take a hit, but marketers around the world were scrambling to keep up with the ever-changing digital environment. 2020 will infamously go down in history as the year that altered everything, especially online marketing trends. From a huge uptick in online sales to a major switch to all things digital, the end of the year is the perfect time to take a step back and refocus your strategies. The world as we know it has changed and your business needs to learn how to adapt to effectively communicate and continue doing business.
Below, you’ll find a comprehensive guide put together by The Hive of the hottest digital marketing trends for 2021 that will give you a head-start over your competitors.
Featured Snippets and Zero-Click Search Results
For years, the goal of marketers everywhere was to get their listing to the number one spot on a Google search results page. In 2021, the hottest online marketing trend is to continue this momentum, with a shift to SEO visibility in “zero-click search results”. Zero-click search results, or position zero, refer to Google’s featured snippet function. A featured snippet is separated by a small box and featured on the top of organic search results. Featured snippets are different from other search engine results and aim to answer an individual’s question right away, hence the name “zero-click” or “no-click search”. While we understand this practice sounds illogical, featured snippets often outweigh a click or website visit. And, if an individual is using voice search through a virtual assistant like Siri, Google Home, or Alexa, a featured snippet could be read aloud. Nowadays, users want their information, and they want it as quickly as possible, so incorporating this tactic into your strategy is a smart idea.
Conversion Rate Optimization (CRO)
By now, you know conversions are important. But with the arrival of automation and new advertising channels, this strategy is now more important than ever. Conversion rate optimization, or CRO, refers to the process of increasing the percentage of website visitors that convert, which translates to huge ROI. Depending on your brand, a conversion might look like a:
- Filling out a form to download an eBook
- Trial or free account signup
- Subscribing to an email list
Having a compelling conversion rate optimization strategy can get you more customers from the same amount of traffic if you follow these simple steps:
- Identify your target market
- Survey users to figure out specific wants and needs
- Collect and analyze data
- Run A/B tests
- Map your buyer’s journey through your website
- Utilize heatmap analysis on your most important web pages
- Guide your customers with strategic CTAs and navigational panels
- Reduce distractions and make information more user-friendly and digestible
While interactive content has been around for a while, it’s now being considered a best practice. Consumers love relevant content, but interactive content helps improve your consumer’s overall experience and enjoyment. If you’re wondering what exactly interactive content is, it’s all about participation in the form of quizzes, questions, surveys, polls, and more. Interactive content lets the user perform an action, which produces higher engagement, and overall increases the length of time they spend on your website. In fact, according to Buffer, content with visuals gets 94% more total views and 81% agree it grabs attention more effectively than static content. Not only is this a great way to create a more relatable, personal connection with your consumers, but it’s also a foolproof way to collect data on user preferences, product information, and even website improvements.
With live events on pause at this time, the events industry (especially concerts, live shows, and conferences) has been forced to pivot and forget everything they’ve ever known. With the lingering effects of the COVID-19 pandemic still being felt worldwide, incorporating video marketing and content into your strategy is crucial. This digital marketing prediction isn’t new and has been consistently on the rise throughout the years. During the pandemic, a recent study showed over 70% of event professionals have moved face-to-face events to a virtual platform. Webinars, virtual events, and Zoom classes have become the new normal. This adoption can help raise brand awareness through engaging and interactive virtual activities.
2020 certainly was the year of unprecedented uncertainty. While we may not know what our world will look like in a week or even a year from now, we can assure you of our digital marketing predictions for 2021. If you’re ready to take a step back, reprioritize, and launch a successful digital marketing strategy in the new year, contact The Hive today to get started on a project.