The world as we know it has changed drastically in the last 18 months. We’ve had to adapt how we interact with one another, shop, consume information, and do business.
With all these changes, it’s no surprise that we also need to adapt the way we approach marketing.
Data and analytics are more critical than ever, but it’s also vital for marketers to dig deeper and connect with their customers on a human level.
So, what does it all mean for your marketing approach?
Let’s jump in and explore which areas you should focus on to nail your marketing in 2021.
1. Collect The Right Data
According to research by Brandwatch, not having the right data is one of the biggest issues for marketers. This is a vital challenge to tackle, as analytics are essential for understanding your audience behaviour and gauging the success of your marketing activities.
With so many comprehensive analytics tools available for various marketing channels, a lack of data certainly shouldn’t be an issue. However, knowing which metrics are relevant to you can be tricky.
The best way to narrow down your focus is to ask the right questions. Start by referring back to your business objectives. Are you trying to reach new customers? Increase the value of each sale? Get more return customers or grow your audience?
Once you clarify these targets, you’ll have a better idea of what kind of data you need to gather and review to best reach these goals.
Another trending topic for marketing in 2021 is using the data from various sources to learn about your audience.
Ask yourself what the metrics from your email marketing, social networks, and website are telling you about the bigger picture for your business.
2. Leverage Technology
Smaller businesses often don’t have the time to do a deep dive into their customer data, with many lacking the skills or resources to devote to comprehensive analysis. But that doesn’t mean they must miss out on this vital part of marketing in 2021.
By leveraging existing technology, businesses can streamline processes and claw back extra time to level up their marketing knowledge.
Simple tasks such as email marketing automation, schedulers for social media, and built-in analytics for each channel provide useful insights without taking much extra time.
The most valuable tools for gaining customer insights in 2021 are social data analysis tools, data visualisation tools, and search data analysis tools.
Naturally, there is less emphasis on traditional consumer research methods this year (such as in-person focus groups) and more on digital solutions.
3. Humanise Your Brand
Are you still just a faceless business to your customers? If so, it’s time to work on changing that with your marketing in 2021.
Consumers are responding less to “salesperson” tactics and more to brands that position themselves as friends or partners.
Find ways to show your audience the people behind the brand of your business and showcase your values and mission by walking the walk, not just talking the talk.
4. Understand Your Audience
The other aspect of becoming more human-focused is to recognise your customers as humans rather than leads or prospects. Take the time to learn what they want, what they love, what they are repelled by and what they rely on.
Understanding human behaviour is vital if you want to really connect with your audience. If you truly understand your audience, then you can produce content that they will resonate with.
5. Build Authentic Connections
Once you’re able to humanise your brand and see your customers as humans, you’ll be ideally positioned to create authentic connections using your marketing tools.
More than ever, marketing needs to be about adding value at every touchpoint.
Connect on a personal, human level with your customers.
Personalisation has always been important, but there are now numerous tools that make it easier to segment your audience and offer personalised content to build closer relationships.
6. Get Your Timing Right
One of the trickiest parts of marketing is getting your timing right, particularly when your audience are faced with challenges and stresses of their own.
The last thing you want is to swoop in for a hard sell at a moment when your customers want to be left alone. However, you also need to be readily available when your consumers need the help that you can provide.
This boils down to staying visible, showing up consistently and offering value in as many ways as possible.
Remember, the better you know and understand your customers, the better you’ll understand their needs and strike the right balance between giving them space and showing up when you’re needed.
Marketing In 2021 And Beyond
The marketing trends established in 2021 are expected to flow over into next year and beyond.
Businesses need to know how to find and interpret the correct data, utilise technology to gain insight, and create a more human-centric connection with their consumers.
If you’d like some support to level up your marketing, the experts at Markezing are here to help.
Book a free consultation now to find out how you can grow your business marketing in 2021 and beyond.
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