Digital Strategies

Let’s face it – 2020 was not the best year ever. While there were some surprising highlights, the impact of COVID-19 has affected just about everyone on the planet. In addition to showing us just how interconnected the modern world is, we’ve learned a few key things that we should take with us into 2021 and that should inform the digital strategies you develop moving forward.

What We’ve Learned

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Some of the key takeaways from 2020 include the following:

  • · Humanity is more interconnected than most of us realised. An event occurring thousands of miles away can (and probably will) affect you somehow. We need to inculcate that and make it part of our mindset.
  • · Digital technology connects us, enables us to live and work with a semblance of normality, and plays a central role in everything from entertainment to education.
  • · eCommerce has skyrocketed with the global pandemic, but while the virus may eventually fade away, eCommerce will not. It must play a central role in your digital strategies moving forward, or you’ll lose out.
  • · People are looking for help, guidance, and advice. They’re struggling, and as a business owner, you’re uniquely positioned to provide that help. Offer it with no strings attached and build a reputation as an industry leader, innovator, and expert.

Creating Digital Strategies for 2021

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Now it’s time to dig into something else – the digital strategies that should underpin your marketing efforts for 2021 and moving forward.

Website: If you don’t have a website yet, now’s the time. With the surge in eCommerce, even small retailers benefit from having an online presence. Whether you go with WordPress, Shopify, WooCommerce, or something else, building a website is an essential first step. You also need to pay attention to the host that you choose. Compare uptime guarantees, bandwidth, costs, storage space, and other metrics to find the right web host.

Facebook: Social media marketing is vital today. And, while many different platforms can offer at least some traction, Facebook is the king of them all. Make sure you have a Facebook page for your business. However, you also need to make use of Facebook’s ad tools. These can allow you to segment your audience, create different ads for each audience, track success, and more. They’re also surprisingly affordable, although you do need both design skills and writing savvy to succeed here.

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Google Ads: While there are lots of different PPC options today, Google Ads remains the leader. The reason it should be included in your digital strategies is simple – it’s Google. PPC ads can reach any audience segment you might want. However, you should understand the different tools available, including the auction for positioning, the bidding process involved, and more. Also, like Facebook Ads, you’ll need copywriting skills to ensure that you can create compelling ads that incite curiosity and encourage searchers to click through to your landing page.

AdRoll: AdRoll is another powerful tool that allows you to get your advertisements in front of potential leads. It provides a host of capabilities, from retargeting to email marketing to ad carousel placement, and so much more. With that being said, you do need some degree of expertise to use this tool.

We Can Help

The post-COVID-19 world is a very different place. 2020 irrevocably changed many of the things you took for granted. In 2021, it’s time to put those lessons to work in a “new normal”. At Emarkable, we specialise in helping businesses just like yours move forward. We understand how things have changed, and our team of specialists can help you not just learn from 2020’s lessons, but implement those into your digital strategies.

Richard Coen

With over 21 years of experience in Digital Marketing, 31 years in sales and 25 years in business development, Richard assists companies to develop key growth strategies on a local or international basis. He can assist marketers to achieve balance in their approach to key areas affected by the growth in digital marketing.