How To Enhance Your Marketing Efforts In 2021

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A significant mistake that many small businesses make is that they don’t take the time to map out their marketing plan. They believe that they can rely on the effectiveness of their products and services without investing resources in reaching out to their target audience.

However, with the oversaturated market today, how would potential customers know the value of your merchandise if they don’t know about them?  The World Wide Web is a vast space, thus, you have to take the initiative and make the first move in establishing a relationship with your prospects. Otherwise, your competitors will snatch them right up.

In 2021, you can enhance your marketing efforts by doing the following:

#1. Solidify Your Link Building Strategy

These days, when people talk about advertising, it usually pertains to digital marketing. A majority of consumers prefer to go online when looking for products and services they need. With this, you have to ensure that your website is visible to potential customers. You can achieve this through link building. It’s the process of acquiring backlinks, which are links from external sites that direct web users to your domain.

Links are still one of the top-ranking factors used by search engines, like Google and Bing. This means that your website would most likely rank high in the search engine results pages (SERPs) if you gained many backlinks from high-quality sources.

Once you’re able to position yourself at the top of the results for relevant keywords, you improve people’s perception of your brand. They’ll see you as an authority figure, which can make them more open to your sales and advertising pitches.

#2. Study Your Existing Content

The success of your marketing efforts is significantly influenced by the quality of your content. You can’t expect potential buyers to convert into paying customers if you can’t craft a decent blog post or even a sales pitch. 

It makes sense that your blog posts, infographics, and even videos would promote your products and services. At the same time, however, you should ensure that you’re imparting valuable knowledge that will help improve the lives of your readers.

Conduct an audit of your existing content. Check out which ones are popular with web visitors and use that data as a guide on the type of content that you should produce in the future.

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#3. Know Your Target Audience Comprehensively

Consumers’ preferences are ever-changing. You have to keep up with their demands so that you can personalize the messaging you’ll use for your ads. You must do your research and figure out the demographics of your target audience. Moreover, you should dig deeper and identify their pain points, as well as browsing habits.

When you have comprehensive data in your arsenal, you can take the personalization of your content and other technicalities to a more intimate level. With this, you increase the chances of conversion since your target audience will feel that you’re speaking to them directly.

#4. Optimize User Experience

Your site serves as a digital window shop wherein your target audience can look through your catalogues. However, with the millions of websites online, you can’t expect them to look at each domain just to find products and services that are relevant to them.

The layout and design of your website play significant roles in capturing and retaining the attention of potential customers. You want them to explore webpage after webpage in your domain with ease, so you should make sure that its structure and navigation is intuitive.

User experience is one of the crucial SEO ranking factors that search engines consider for the SERPs. Google and Bing aim to deliver the best results to their users—aside from looking at the quality of content and links that a website has, they also check the experience of web visitors according to data, such as bounce rates and time on page.

Mobile-friendliness is also a big deal for Google since most consumers are tethered to their smartphones.

#5. Highlight Your Value Proposition

You should have a strong value proposition on-hand for potential customers, especially for those who’ve also been exposed to advertisements of your competitors. This statement ought to provide a reason why prospects should purchase your products and services rather than another brand’s merchandise.

Figure out what you do best compared to others in your industry and put that into words. However, be careful about your tone and the terms you use so that you won’t sound overbearing, which can put off potential customers.

#6. Take Care of Your Current Consumer Base

While acquiring new customers is a positive feat for businesses, you have to consider the number of resources that you’ve invested in this goal. Too often, the thrill of gaining a first-time buyer overshadows the fact that the return on investment (ROI) might not be as considerable. 

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Bain & Co. research found that a 5% increase in customer retention can increase profitability by 75%. Additionally, according to Forbes research, brands that spent more on retention marketing in the past 1-3 years, had a 200% higher chance of growing their market share

Of course, you should continue with your marketing efforts to acquire new customers. But, you should also make sure to take care of your current buyers. Advertising doesn’t stop after conversion. You should look for opportunities to gain more profit from your existing pool of consumers, such as through repeat purchasing, upselling, or cross-selling.

#7. Leverage Free Marketing Tools

Look for free communication tools and promotional software programs that you can use for your marketing campaign. Although this would mean that you’d be using several platforms, it’s much better that you get to avoid adding to your overhead cost.

Of course, you should still weigh the pros and cons of using multiple tools or subscribing to a premium account for an all-in-one app. If you find that the software is perfect for your needs, you may get the best end of the deal if you pay for the service.

Conclusion

Having a solid marketing plan is essential if you want to succeed in business. It’s all about informing customers that you have what they need. Digital marketing tactics, like link building and content marketing, are valuable tools to reach your target audience.

You should also aim to get to know your prospects deeper so that you can personalize your messaging, especially your value proposition. Look for free marketing tools as well to help you with your campaigns.

 

Kelechi Okeke
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