The Step-by-Step Guide to a Resilient Marketing Strategy in 2021

by Maximilian Claessens
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The Step-by-Step Guide to a Resilient Marketing Strategy in 2021

2020 was a tough year for businesses all round, with national and global economies taking serious hits because of the pandemic. If you want your business to thrive in 2021, you need a solid, modern, robust and resilient marketing strategy to bring awareness and a good public image to your brand.

With more people than ever working from home and avoiding public spaces, you’ll need to learn to use the tools at hand to establish a strong online presence. Online retail sales accounted for 14.1% of retail commerce in 2019. Expectations are that this figure will grow to 22% by 2023, making ecommerce one of the fastest growing markets in the world.

Brands pushing for recognition saturate our lives, so much so that we don’t even realize how many brands and ads we interact with on a daily basis. Experts in the digital marketing field estimate that the average person interacts with 4,000-10,000 ads per day. To rise to the top of the pile, you need to give serious thought to your marketing strategy.

Let’s take a look at how you can do just that.

Work on Making Your Website SEO Friendly

Search engine optimization (SEO) is a vital tactic for improving the visibility of your brand online. It is the process where your website becomes easy to find for consumers who are searching online for terms relevant to your business. SEO also makes it easier for search engines to identify and index your website.

Simply put, you want your site to be among the first to appear on a Google search when someone is looking online for the product or service you offer. This can be a complex and demanding process, but it’s worthwhile if you want your site to be visible to potential clients and customers.

A core principle of SEO is identifying and using the right keywords. This means that you need to understand the language people use when searching for your products or services, and creating content on your site to match it. Google’s Webmaster Tools interface is a great resource for analyzing search data and fixing other SEO issues.

Use Social Media

One of the most cost-effective and simple ways to market your business and part of a resilient marketing strategy is by using the online social media platforms that billions of people use every day. To do this effectively, you need to pick your channels and stick with them. While industry giants like Coca-Cola, Nike, and Starbucks can afford to have massive social media presence, it’s not always that easy for a small business.

Twitter, Facebook, and Instagram greatly dominate social media marketing because they reach the largest audiences. Twitter is a useful interface for customer service, as it allows for a public and direct channel between consumers and businesses. It’s also a great place to learn the basics of tagging, hashtags, and the way people use social media.

Facebook is good for local marketing, and it allows businesses to promote their pages cheaply. Their check-in and review functions make Facebook an essential marketing tool for brick-and-mortar businesses that want to attract more local traffic.

Instagram is excellent for visual content, which can be highly effective if used properly. An image combined with well-placed design elements, captions, or eye-catching photos can spark a lot of interest.

Make Use of Analytics

Analytics services are essential for converting data into usable marketing information. Fortunately, most social media platforms and Google itself offer free analytics services that can tell you a lot about your target market.

Analytics allow you to glean vital information regarding the audience that’s interested in your products and services. This helps you to focus your marketing techniques in the right areas. For instance, just by analyzing user data, you can determine the age groups, genders, locations, and interests of the people who engage with your website and social media accounts.

Gone are the days when focus groups were necessary to get a clear picture of your target market and how they perceive your brand. With analytics services, you can discover almost everything you need to know about your customers and how to reach them.

Explainer Videos

Explainer videos are an often-underrated marketing technique for a resilient marketing strategy. They are typically quite short—no more than 3 minutes—and make use of easy-to-digest language and graphics to communicate in a fun, engaging way.

When giving a professional presentation, having a solid business plan and mission statement is crucial. In much the same way, employee training given in-house or by a PEO needs to be in-depth and extensive. However, the average consumer will become disinterested in any material that’s too wordy or irrelevant to them.

Explainer videos provide a way to convey what makes your brand unique and necessary in a succinct and digestible way. They can present concepts, tutorials, and selling points in a way that leaves the consumer feeling informed, interested, and most importantly, engaged. They answer questions that consumers are often too afraid to ask.

Studies have shown that videos are particularly effective at helping viewers retain and process information, as they engage with the viewer through both audio and visual media. People are much more likely to glaze over marketing that’s only text, imagery, or audio. 

Place Value on Authenticity

Customers are sharper than a lot of business owners realize. They can easily spot the difference between authentic communication and cheesy PR. In times like these, when people are struggling to keep their heads above water, they value transparency and authenticity in the brands they trust.

Don’t be afraid to share your vision and story in a way that reveals the face behind the brand. Make your team visible and approachable via social media. This tactic is especially valuable for small businesses and start-ups. The more humanity and openness the consumer perceives from a business, the more likely they are to feel positive and trusting towards it.

Forging trust and emotional connections with your customers will go a long way towards strengthening your image and building a loyal client base.

Why is a resilient marketing strategy so important? It’s tough out there and everyone wants a slice of the pie. Resilience is key in today’s market, and by following these tips, you can build your brand to perform at its optimum.

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