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Tuesday, January 19, 2021

Marketing Glossary

Pivots Your Marketing Team Should Make in 2021

 

 

 

 

 

 

There’s no denying the fact that 2020 was extremely rough on many (if not most) businesses. For example, small business revenue is down since January. On top of this, Yelp data shows that 60% of business closures related to the pandemic are permanent

Probably, you were one of the business owners that spent a good portion of 2020 looking for ways to survive. But as the calendar turns to 2021, it’s time to focus on the pivots you can make for the better. Here are five that deserve your attention:

Focus More Marketing Resources Online

Businesses around the world have closed their doors to customers. Some will reopen; some won’t. But one thing holds true across the board: There’s never been a better time than now to invest more marketing resources online.

Gone are the days of driving business through local marketing, such as signage and billboards. People are looking for convenience, and this often means using the internet to gather information.

For example, maybe you’re the owner of a small boutique. In the past, you relied heavily on local marketing, word of mouth, and foot traffic to generate sales.

Now, roughly 50% of Google searches have local intent. If you want to be found online, you need to invest more time, money, and resources in being found online.

This means strategies such as:

  • Generating more high-quality content
  • Sharing more information on social media
  • Taking full advantage of email marketing
  • Focusing on search engine optimization (SEO)
  • Considering the benefits of pay per click advertising (PPC)

When you invest money online, you’re putting your brand in front of a large audience. This is how most people are finding your business, so it only makes sense to take steps to boost your presence.

Seek Ways to Cut Marketing Costs

Even with hopes that the pandemic is starting to slowly fade away, there are concerns among many business owners that 2021 will be a repeat of 2020. And that’s bad news in regards to maintaining a healthy marketing budget.

The first step in cutting costs is deciding what’s essential and what’s not. This is all about knowing where you’re achieving the greatest return on investment (ROI).

For example, if you’re winning big on social media but getting no return from email marketing, it may be time to shift resources.

As IM NewsWatch has reported, in the US and around the word, governments are focusing more attention on inclusion of people with disabilities in all parts of society, including access to the web. In=f you don’t already have a good grasp of the principles of inclusive web design, investing in web accessibility training classes could have a positive impact later this year. The more you and your staff understand how to remove barriers to your content, the greater your audience, and thus your potential revenues.

You have to personally decide what fits into your marketing budget, what doesn’t, and how to balance funds to ensure that you’re getting the most bang for your buck. 

Focus Heavily on Conversion Rate Optimization

With an industry average website conversion rate of 2.35% (2.35% of visitors convert into customers), it’s easy to see if you’re underperforming or outperforming your competitors (who are likely to have an about-average conversion rate). Even if you’re happy with past performance, 2021 is going to be a big year for improving conversion rate optimization.

You may be finding it difficult to grow your audience, prospect list, and sales during the pandemic. That’s all the more reason to focus on conversion rate optimization.

Driving more traffic to your site can take time. For now, your audience is your audience, so you must make the best of it. Small optimizations, such as tweaking content style and colors, can pay off in the long run.

For instance, if your website has a 3% conversion rate, three out of every 100 visitors, on average, will make a purchase. If your average order value is $100, 100 visitors to your website are good for $300 in sales. But what if you could bump your conversion rate to 4%? This would result in $400 in sales for every 100 visitors to your website. It’s easy to see how a small increase in conversion can add up over the long run.

You don’t necessarily need a larger audience to make more sales and generate more revenue. Make do with what you have by A/B testing the key elements of your website, tracking the results, and tweaking your strategy as applicable.

Dedication to Personalized Content

Personalization was the name of the game in 2020, and that’s going to be even truer in 2021 and beyond. Forget about the days of approaching every potential customer in the same manner. Personalization is more important than ever. It allows you to connect on a deeper level, which improves the odds of making a sale (or getting an opt-in, or other marketing goals).

Here are five statistics from Instapage that show just how important marketing personalization has become:

  • Personalized emails deliver six times higher transaction rates
  • 74% of customers feel frustrated when website content is not personalized
  • 88% of U.S. marketers reported seeing measurable improvements due to personalization, with more than half reporting a lift greater than 10% 
  • Lack of content relevancy generates 83% lower response rates in the average marketing campaign
  • 79% of organizations that exceeded revenue goals have a documented personalization strategy

Now, do you see why personalized content is no longer just an option? It’s a must if you want to make the most of your marketing efforts in 2021.

Consider Freelance Help

There are two primary reasons to consider hiring a freelancer: 

  • To save money when compared to the cost of hiring a full-time employee
  • To gain access to a specific skillset, especially one that requires significant expertise.

In 2020, many companies saw their revenues take a big hit. Subsequently, they had no choice but to reduce the size of their team. If your marketing team isn’t nearly as robust as it once was, hiring a freelancer could be the perfect middle ground.

You’re able to get the help you need, without all the overhead of hiring and managing a full-time employee. If you need access to a specific skill set—such as a writer or social media manager—you can get that with a freelancer.

It’s a leap that many companies are afraid to make. They’ve never worked with freelancers, so they worry about the process of doing so in the future. Throw this thinking out the window in 2021. It’s time for a new approach.

Are You Ready for 2021?

Most people — business owners or not — are excited to put 2020 and all its problems in the past. They’re looking forward to starting fresh in the new year. If this sounds familiar, don’t wait another day to consider the many pivots you can make in your marketing.

Agile leadership is more important today than ever before. A marketing leader who feels the “status quo” is good enough is likely to face the same troubles in 2021 that they had in 2020. Agility in the digital era means continuous innovation.

With so many emerging digital marketing tactics moving to the forefront, it’s not always easy to decide which ones deserve your attention. That’s why it’s imperative to give yourself enough time to compare your options and make informed decisions.

There’s no way of knowing what 2021 will throw at you and your marketing team, so the best thing you can do is keep track of growing trends and make changes as you see fit. Doing so will put you in the best possible position to succeed in the new year. It’s our goal at IM NewsWatch to make keeping up with marketing trends both simple and quick. We are glad to have you on this journey with us.

Packaging & Pricing Your Services (free planner) #ad

If you offer services, whether online or not, to businesses or to the public in general, how you present your services (i.e., “package” them) and how you price your services are important to your business success.

When you package things the wrong way, you’ll struggle with keeping clients happy (even if you’re brilliant at what you do), and you’ll wonder if your business is worth the effort it takes to keep customers happy.

Similarly, if you price your services too high, you will lose a lot of sales; price them too low, and you’ll lose a lot of potential income.

Through January 13, Content Sparks is offering you, at no charge, a planner (Packaging & Pricing Planner) that gives you guidelines on how to offer your services so people will find them attractive and how to price them so you don’t leave money on the table.

It helps you think through the best way to sell your services to attract the right clients and price these services so that the rights clients will see the value you are offering them and be happy with the results they achieve.

This offer from Content Sparks goes beyond giving you this valuable information. It also includes a product you can sell. You can re-brand this Packaging & Pricing Planner with your name and logo and change the title. Then sell it or give it away to potential clients.

This planner is delivered to you in PowerPoint format, making it easy for you to re-brand (they have included instructions for you), save it as a PDF, and then share it with your audience.

Content Sparks has even included a Canva mock-up graphic to help you promote your courses with an ad that you insert at the end of the planner.

Get it here: Packaging & Pricing Planner.

They have done all the hard work so you don’t have to. You can take advantage of their investment of time and cost to create this planner.

Portent Shares 5 SEO Best Practices for 2021

An effective search engine optimization strategy remains at the heart of running any business today. Your SEO practices should align with the changing search algorithms.

Portent contributor Evan Hall has shared five SEO best practices for 2021.

He says, “We want to make our SEO practice the best, not have the best boxes to check.

1. It’s Time to Think About Mobile-Only Indexing

We’ve heard the directive “think mobile first” from Google since at least 2011, but I’m certain most of us still review websites using desktop resolutions. This will have to change!

Google recently announced that starting in March 2021, mobile-first indexing will only include the mobile version of the web. Google will ignore the desktop views of our content for indexing and ranking. “M-dot” mobile sites will become the primary, not the alternative, possibly causing issues for websites that haven’t adopted responsive design.

I think this shift actually simplifies things because we no longer have to worry about the weighting of mobile and desktop content features. How mobile content renders is the only concern now. Whatever mobile Googlebot sees when they render the page is what counts”.

5 SEO Best Practices for 2021

Prepare Your Store: Practical Tips for eCommerce SEO in 2021, January 7 [Webinar]

SEMrush is hosting a webinar ‘Prepare Your Store: Practical Tips for eCommerce SEO in 2021’ featuring Luke Carthy, Kristina Azarenko, Christopher Carfi, and Víctor Aldea on Thursday, January 7.

The SMT team says, “2020 has been a rollercoaster ride – so much has happened, and so much has changed related to consumers.

Against all this uncertainty, we’re here to add some clarity and perspective. We’ll cut through the noise to look at the facts – like how consumers are changing in terms of behaviors, and, the drivers behind them and what it means for your business. In this webinar, we’ll dig into some of the key trends to watch out for in 2021, including:

  • 2020 made working remotely the norm – not working flexibly. But a more flexible working schedule will be a key driver in employee productivity, satisfaction and the future of work
  • Brand purpose is more these days. To engage consumers and build loyalty, brands must go back to basics and focus on supporting the consumer and baking empathy into everything they do
  • The e-commerce boom is set to last after the pandemic. So how do businesses differentiate when everyone is online?”.

Prepare Your Store: Practical Tips for eCommerce SEO in 2021

SEMrush

Power Publishing Bundle makes low-content books to sell on Amazon #ad

You may have heard of low-content books. They are books that you write very few words for. At first, that may seem strange, but every year, people buy hundreds of thousands of them.

Examples include calendars, diaries, and journals. Other examples include coloring books and puzzle books.

Considering how many kinds of low-content books there are and how they become woven into people’s lives, it’s no wonder that they are popular.

Amazon.com is a platform where authors sell their low-content books, just as they do content-rich books. In particular, Kindle Direct Publishing (formerly known as CreateSpace)at Amazon is able to create both Kindle e-books and physical books for you.

How, though, can you easily create these low-content books? Power Publishing Bundle, released by Ken Bluttman gives you a cllection of software tools to create low content books of several kinds that you can offer for sale wherever you like, including Amazon.

You are getting 5 SaaS applications that will create as many low-content books as you like:
➤ Puzzle Book Mastery (creates Sudoku and word finder puzzles)
➤ Kidz Puzzle Books (simpler puzzles that those created by Puzzle Book Mastery)
➤ Activity Book Mastery: Activity books are a natural extension of puzzle books.
➤ Coloring Book Mastery: Adult coloring books, no art skills or tech skills needed
➤ Low-Content Creation Machine: makes instant low content books for you to publish as your own.

If this is a bigger bundle than you need he also offers two smaller bundles. See them all here: Power Publishing Bundle.

Predicting the Unpredictable – The 2021 Marketer’s Guide to Retention, Loyalty and Lifetime Value [Webinar Replay]

Martech Today has published a replay of a webinar on ‘Predicting the Unpredictable – The 2021 Marketer’s Guide to Retention, Loyalty and Lifetime Value’.

The Martech Today team says, “The goal, of course, is to generate a predictable revenue stream from loyal customers, rather than betting on the considerably less predictable acquisition of new customers; a strategy known as revenue marketing that we predict is poised to drive success for marketers in 2021.

David Raab, Founder of the Customer Data Platform Institute will join Omer Artun, Acquia’s Chief Science Officer and Karen Wood, Sr. Director, Product Marketing as they discuss their predictions for 2021, the shift to revenue marketing, and the exciting role Customer Data Platforms play in data, AI, customer loyalty and retention.

You’ll learn:

  • How to leverage customer data and machine learning to optimize user experience
  • How to harness customer data platforms to boost customer loyalty and maximize ROI
  • Why marketers are shifting their focus from new acquisition to customer loyalty”.

Predicting the Unpredictable – The 2021 Marketer’s Guide to Retention, Loyalty and Lifetime Value

Martech Today

Prepare Your Store: Practical Tips for eCommerce SEO in 2021, January 7 [Webinar]

SEMrush is hosting a webinar ‘Prepare Your Store: Practical Tips for eCommerce SEO in 2021’ featuring Luke Carthy, Kristina Azarenko, Christopher Carfi, and Víctor Aldea on Thursday, January 7.

The SMT team says, “2020 has been a rollercoaster ride – so much has happened, and so much has changed related to consumers.

Against all this uncertainty, we’re here to add some clarity and perspective. We’ll cut through the noise to look at the facts – like how consumers are changing in terms of behaviors, and, the drivers behind them and what it means for your business. In this webinar, we’ll dig into some of the key trends to watch out for in 2021, including:

  • 2020 made working remotely the norm – not working flexibly. But a more flexible working schedule will be a key driver in employee productivity, satisfaction and the future of work
  • Brand purpose is more these days. To engage consumers and build loyalty, brands must go back to basics and focus on supporting the consumer and baking empathy into everything they do
  • The e-commerce boom is set to last after the pandemic. So how do businesses differentiate when everyone is online?”.

Prepare Your Store: Practical Tips for eCommerce SEO in 2021

SEMrush

PointRank 2.0: Create little videos that rank on Google and YouTube #ad

If you are not getting enough traffic to your websites, check out PointRank 2.0.

This is the new version of the seasoned PointRank SaaS software for creating and ranking videos.

When I was getting started, like most new marketers, I bought dozens of courses, trying to get my business underway.

It was hard work, following the advice, some of it contradictory, some of it wrong. The one thing that worked consistently was paid advertising, but that was very expensive, not the ideal solution for a beginning marketer. I needed something better.

There is one free method that has been shown repeatedly to send traffic: YouTube videos. If you do them well, they generate high-quality traffic interested in buying.

To help you create your YouTube videos, Tom Yevsikov, Gaurab Borah, and Yogesh Agarwal have just released the new version of PointRank 2.0.

This software allows non-SEO guys like you and me to get page 1 rankings on both Google and YouTube (sometimes in just minutes) for competitive keywords and, just as important, to keep the high rankings they win long-term.

All this is done without backlinks, without SEO experience, and even, if you choose, without recording a video yourself.

Using simple little videos that the software creates and ranks for you, you can begin a new chapter in your marketing business, powered by the authority of YouTube.

And, during the launch, I have a coupon code you can use for a 7% discount: rank7. It also works for all the upgrades.

During the launch (for next 5 days), there is ony a low one-time investment required for PointRank 2.0. They plan to require a recurring payment after that.

We have arranged a cluster of bonuses for our readers to enhance the operation of the main software: PointRank 2.0 Bonuses for IM NewsWatch.

Check the testimonials and evidence they offer, here, and only invest if it is right for your business: PointRank 2.0.

As a benefit for subscribers to IM NewsWatch, we have a 7% OFF coupon for you, on the basic product and all of the upgrades: “rank7”.

Remember, this launch only lasts through Christmas night. Don’t delay; go here now: PointRank 2.0.

Portent’s Guide to Setting a PPC Budget

Portent contributor Timothy Johnson has shared a step-by-step guide to help you set right budget for your PPC campaigns.

He says, “Depending on how advanced you are with tools like Google’s Keyword Planner, Google Analytics, and digital marketing in general, the short answer may be:

  • Define your SMART business goals for PPC
  • Evaluate past performance using a simple framework like our Click-Worth Calculator
  • Determine your profitability requirements
  • Go!

But let’s take a deeper look at what that means, and review some of the fundamentals that should be informing the “right” budget for your business. That said, we aren’t going to spend much time talking about how to improve profitability here. But if you’re curious, our Building Successful PPC blog series is a good place to start”.

How to Set a PPC Budget

ProfitSuite replaces Zoom, Aweber, ClickFunnels, Hostgator, Photoshop, Dropbox #ad

Most online marketers are burdened with expensive subscriptions for the software needed to run an online business, such as:
► hosting
► storage
► webinars
► autoresponder
► graphics design
► funnel builder

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