The pandemic hit hard everyone in general and business owners in particular. It has created the below challenges before digital marketers in 2021.
The lock down restrictions had shut down many brick-and-mortar businesses either temporarily or permanently. It has become mandatory to all businesses to turn to digital tracks.
Countless businesses had to move their businesses online. For both new and existing digital marketers had to face much more competition in SEO, Content marketing and social media.
What do online businesses and digital marketers expect in 2021?
12 Major Challenges Before Digital Marketers in 2021
1.Learning about your customers
Targeting your audience has become more difficult and important than ever in 2021 and beyond. SEO and paid advertising get more competitive, you can’t afford to waste time or money on content or keywords as they are too broad or poorly targeted.
One of the best tools to target the right audience is a buyer persona, which lets you visualize and better understand your customer behaviour. HubSpot has a useful tool called Make My Persona which simplifies the process of creating buyer personas.
There is another best method to learn more about your customers by polling and asking them questions on your blog and social media pages.
2. Generating qualified leads
Every business has to depend on leads. In 2021, there is a competitive market as many service-based businesses try to gain more targeted leads.
Paid Ads like Facebook and Google Ads will rise in cost. Savvy marketers will find ways to leverage less costly lead generation strategies like networking on Linkedin, video marketing. Virtual Conferences and Webinars will play a major role to understand customers and bring quality leads.
Lead generation gets more competitive and it becomes necessary to deliver solid value to prospects before you expect to get a sale.
3. Managing Cash Flow
Businesses may suffer cash flow problems during economically challenging times.
For example, if the 2019 holiday season became profitable, but now in 2020 and 2021 consumers pull back on spending.
Business owners and marketers will have to be extra careful to manage their cash flow. A keen observation and cutting down unnecessary expenses can help.
Fortunately, moving full or part of your business online often saves you money on expenses such as renting office or retail space.
4. Creating Engaging Content
Content Marketing will continue to be more and more crucial as ever for digital marketers. But this is one of the most important ranking factors on Google.
Customers and prospects are always expecting fresh content that educates them and leads them towards a solution.
Instagram and Facebook stories, podcasts, live-streaming content and short-form videos will become especially popular forms of content.
Audiences are embracing the most interactive content as it gives people a chance to express their opinions.
5. Privacy and Data-Sharing Regulations
Rules such as GDPR aren’t easy to comply with. If anything, we are liable for more such legislation around the world.
A website can potentially attract visitors from any country, we have to be compliant with any laws covering a country in your target audience.
Your website must maintain transparency about its policies on cookies, data sharing and privacy.
Be mindful about complying in areas such as storing data. GDPR, for example, limits how long you can hold your visitors’ data.
6. Making Websites Accessible
All website owners need to understand the fast-growing accessibility issue. An accessible website can be used by people with visual, hearing and other impairments.
For example, if you post an image, be sure to have alt text so visually impaired users can understand it. This is also a value for SEO.
Make sure your users can navigate your website with only a keyboard as everyone can not use a mouse.
7. Device Compatibility first
Mobile and tablet browsing has become more popular than ever. Marketing experts are rapidly turning into a mobile-first strategy.
If you want to capture your share in the ever-expanding mobile market, make sure your website is mobile friendly.
You must be vigilant that customers can easily place items in their online shopping cart, check out and pay using mobile devices.
Do not make longer videos and large images that may take longer to load for mobile users.
8. Establishing a Multi-channel Marketing Strategy
Today customers are increasingly active not only on multiple devices but also on multiple channels.
It is no longer enough to focus all your efforts on a single strategy such as facebook or email.
You have to make it easy for your followers, subscribers and customers to connect with you wherever they are.
Focus on the platforms where your prospects are active. You have to provide a seamless experience to your audience so they can easily get from one channel to another.
For example, you can link your social pages and website in your emails.
9. Maintaining Brand Consistency and Authority
You need to create yourself as an authority in your industry. You have to establish a unique brand presence which helps to create a loyal audience and customers.
In this competitive environment, you have to go beyond offering quality products and services.
Identify and emphasize your unique selling proposition (USP) to your brand.
Be consistent in your voice and style in all your channels and platforms.
10. Updating with Google’s Algorithms
Google is continuing to expand its digital empire in leaps and bounds.
You have to pay close attention to the latest features, rules and algorithms released by the search engine giant Google, if you want to compete in the industry.
Businesses with a local presence must list themselves with Google My Business.
Another important area to focus on Google Snippets, also known as Position Zero among Google’s search results.
The best content in this area are numbered lists and FAQs that answer your customers’ most pain points.
11. Securing an Effective Budget
Budget is yet another constraint for digital marketing during the pandemic.
For many companies, there is just not much room in the budget. For them marketing isn’t deemed a major priority for which resources are not provided.
To justify spending money on marketing, you need to find what works for your business. Track your ROI and don’t be hesitant to try new things when old ones no longer drive results.
And if you are working with an agency, you need to find the end reports to find out how your money is going to good use.
If you are working for yourself, do not dump your money in one shiny tactic like SEO, Ads etc.
12. Facilitating Increased Customer Engagement
There are always enticing tactics from your competitors that attract your customers in this ever-competing digital marketing industry.
All too often, marketers spend so much time and energy on getting new leads that they conveniently neglect existing customers.
This is a huge mistake as the existing customers have the potential to make additional sales and referrals.
Implement a plan to engage the existing customers that can be automated to provide perks for loyal customers.
Be Ready for the latest Digital marketing Trends
Many unanticipated changes and disruptions brought about in 2020 are continuing in a worsen state in 2021 and will continue in the future.
For example, e-commerce and virtual events are expanding in 2021. If you want to succeed in 2021 and beyond, you have to be extra mindful of targeting the right customers.
Build your brand, maintain consistency and stay updated with the latest happenings with Google and Social media.