Whatever your business, marketing is at the forefront. In order to grow a custom base, increase the circulation of your brand or boost your social media accounts, you need to make sure your marketing is on point.
Be warned however, marketing moves fast. Many techniques at the centre of last year’s social media and branding plans may have now completely changed or have been scrapped completely. Businesses are always trying to keep up and we understand how complicated it gets.
To give you a good start, we’ve created a list of the ten marketing terms you need to know in 2021. If you want to read more, check out this list of marketing terms from Digital Authority Partners.
Key Performance Indicators
A great place to start your 2019 marketing journey is tracking your progress, which is exactly what KPIs are great for. To make sure your marketing strategy stays linear, set key goals and evaluate your work and how your customers are responding to it regularly. This will keep your business growing, your customers happy and maintain how effectively your marketing works as time goes on and the needs of your company change.
This is essential for 2019. People’s needs are changing, and their screens are changing alongside this. There’s multiple ways your customers may choose to view your site in 2019: through a variety of mobile devices, tablets, computers and even smart watches.
Changing your site to have a responsive design will mean it will automatically change to fit whatever screen it’s being viewed on, keeping those on your site happy and more likely to stay around for longer.
At a time when more and more phone lines, online chat rooms and help desks are becoming automated, it’s more important than ever to let your customers know there’s still a real person behind all their requests and queries. Social media sites are now tracking how quickly your employees respond to customers, especially on sites like Facebook that now let anyone viewing your page find out just how quick you are at getting back to messages. Having a bad response rate will more than likely put people off using your company. Good customer service builds a good audience that will stay around for much longer.
Creating content for your site is essential for it to grow. Blog posts will not only promote your products or service but will also build brand awareness and improve the SEO of your site. The more content you upload onto a site, the more Google and other search engines will recognise it and the further your site will go towards the top of search results.
This doesn’t have to ruin the feel of your website either, simply include a link to your blog in your navigation bar. No time to create the content yourself? Check out this list of marketing & PR companies who can help you out.
This Facebook tool is perfect for customising your audience on social media and reaching out to those who matter the most. It will also mean that your audience isn’t say, reaching out to 1000 people a day where 500 are out of your target audience, but reaching out to 1000 people who are perfectly tailored to your business. For example, you could choose to send your ads out to those who view your business page the most. These people are ideal to reach out to in order to increase brand awareness and grow custom.
It’s great spreading your business across all social media, but if these apps are to crash on the day of a big launch, or a lawsuit closes them down (we all know examples of both of these!) then what backups do you have in place to reach out to your customers?
This is where email marketing comes in. Setting up an email list your customers can sign up to receive all your latest updates will keep your company afloat when social media fails you. Send out weekly, biweekly or even monthly updates to keep people in the know and use it as a tool to push your latest services, start email promotions and reach out to a tailored audience. The best thing about an email list is those who have signed up because then genuinely do want to find out more about you.
A marketing funnel shows the steps a customer needs to go through from the moment they hear about your company to the moment they make a purchase. It’s all about reaching conversion. It’s based on awareness, consideration, conversion, loyalty, and advocacy. You should be constantly adding people into the top of your funnel to keep business flowing well as only a small percentage will ‘drop through the bottom’ and purchase.
Once a customer has paid for one of your products or services, your job is effectively done in acquiring that person. After this, your sole focus should be on finding more potential customers to generate more sales.
This is based on the amount of people who actually fulfill a campaign ‘goal’ you have set, whether that is to take part in a poll, utilise an offer code or checkout on a sale. A high conversion rate indicates your marketing is going perfectly, however if it’s looking pretty low you may want to reassess your KPIs and how you’re pushing your products. To improve your rate, look at improving the landing page of your site, increasing the efficiency of buying from your business and the prices you’re asking for.
It’s great seeing high amounts of visitors clicking through to your site, but if they’re leaving just as fast as they came, you’ve got a problem. This measurement is called ‘bounce rate’ – the percentage of people who click through to your site and leave without completing any actions or navigating further.
We all use keywords to increase SEO, however focusing on long-tail keywords will tailor your content even more by creating qualified leads that are likely to convert. Use online tools to generate the perfect keywords that will fit your site and generate the most clicks and custom.