Digital Marketing

What should your digital marketing focus be for 2021?

By 29th December 2020December 30th, 2020No Comments

If there’s one thing that 2020 hasn’t been, it’s predictable. As the world continues to shift to virtual only, we’ve seen a meteoric rise in digital transformation. This has forced marketers to keep up with ever-changing patterns.

Will it all slow down in 2021? There’s no way of knowing just yet, but these reliable forward trends in digital marketing will put you in good stead, for 2021 and beyond.

Local SEO

We’re big fans of local SEO here at Tall Zebra Designs – pushing services like digital marketing in Chorley, Bolton and the Lancashire area. One serendipity to come out of the pandemic is the push towards local businesses. We’re eschewing the ‘big boys’ like Amazon, and making sure small business stay afloat.

So what does this mean for your SEO strategy? Make sure you add these into your 2021 plans:

  • Register a Google My Business profile
  • Ensure your NAP data is consistent across all platforms, e.g. directories like Yell
  • Build local backlinks, e.g. with local newspapers
  • Ask clients for reviews
  • Try to add ‘near to X landmark’ on your profiles, to show up in searches for other attractions.

Interactive content

We have seconds – just seconds – to hold a user’s attention on our site. So how can we keep them there in 2021? Interactive content helps users to engage, for example, adding calculators, quizzes, flow charts and more. Just make sure these elements don’t hinder the…

User experience

In December, Google announced a “core algorithm update”. While we never know 100 per cent what the magic algorithms are going to do, we do know that user experience will play a big part. So, next time you’re updating your website, try viewing it from a user perspective. Ask yourself the following questions:

  1. Does the page take a while to load, e.g. with large elements?
  2. Are there pop-ups or other distracting content stopping me from interacting?
  3. Is there a delay before I can click on where I want to be?

These form part of Google’s core web vitals, and they’re particularly important for mobile users. The good news is that Google offers a free tool to help you identify any errors.

Structured data

Make no mistake about it – it’s getting harder and harder to rank on Google. Part of the problem is the prevalence of ads, both on the top and bottom of the page. For this reason, we should focus on structured data rather than simply looking to get text results in the top position.

You can ‘mark up’ your content to tell Google exactly what it is – for example, a video, a product, a recipe or cinema listing. This will give your content a bigger presence with images, helping you attract those all-important clicks.

Automation

Another struggle of ever-changing digital marketing is the time it takes to improve our content. That’s where automation is here to help. For example, you could use automated bidding on Google Ads to help your ads appear when they’re most likely to convert.

Likewise, you can use it to engage new customers via email marketing, or guide them down the funnel with live chat. Saving time often equates to saving money – something we’d all like to see after 2020!

Digital marketing help in Chorley

If you’re not sure where to start with your 2021 digital marketing strategy, we’ll be happy to help with our omnichannel experience. Get in touch with Tall Zebra Designs to find out more.