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Top 25 Digital Marketing Mistakes That Brands Are Still Making In 2021!

Top 25 Digital Marketing Mistakes That Brands Are Still Making In 2021!

It’s 2021 and no matter what your line of business is, we are sure that digital marketing is a core part of your marketing. With an average person spending 6 and half hours online every day, there are high chances that your next customer will find you online. That is why every business must have a rock-solid digital marketing strategy. But businesses make mistakes, and here are few common digital marketing blunders that businesses often do.

 

Online Marketing Mistakes Businesses Are Doing 

 

Not Having a Clear Marketing Goal : 

Rudy Guilani rightly said, “Hope is not a strategy,” it certainly isn’t if you are doing digital marketing of your business. You need to have a clear marketing strategy. What do you want to achieve in the next 3 months, in next six months, in 1 year, and in 2 years? Many marketers do not clearly define their goals which is a recipe for disaster. According to co-schedule’s research 

“Marketers who set goals are 376% more likely to report success than those who don’t.”

Let it sink in.

So first thing, clearly define your marketing goals. Have goals that are aligned to the business goals of your organization. Make sure the goals are SMART

S- Specific

M- Measurable 

A- Aspirational

R- Realistic

T-Time-bound 

 

Here’s an example of SMART Goal: By 30 June 2021, we will increase membership sign-ups by 10%. The goal is specific, measurable, aspirational (considering 10% by June is little out of reach), realistic, and time-bound. 

Not SMART Goal: Increase sign-ups 

 

Undefined Target Audience: 

Many times marketers do not clearly define their audience, which simply means they don’t really know what they are doing. If you try to be everything to everyone, you’ll end up being nobody to no one. So, define your target audience first. Analyze what is your market and who is your customer? Whom are you serving? Do not blindly guess it. Look at your current customer data and if you are just starting then look into your industry and then use tools to get data instead of making educated guesses. You can hire a customer research firm to help you out. Creating customer personas can help you clearly define your target audience. Although simple demographics can be a starting point in defining your target audience, it surely won’t be enough. Spend more time to understand your customers, their needs and wants, and their preferred kind of content. You can use psychographics for improving your targeting so that you can send the right message to the right audience using the right channels. 

 

Not Staying Organized:

It’s almost impossible to do marketing without staying organized. There are too many things happening and if you are not organized, you’re surely going to miss out on the most important ones. So stay organized, document your strategy, maintain a content calendar, and use a project management tool to manage your tasks and team. 

 

Not Personalizing the Experience:

It is very important to use personalization in your marketing. If you don’t personalize, you will never be able to connect with your audience. Using your prospects’ name in the email while sending a BCC email to your entire list is just unforgivable. 

personalize marketing

Not only your emails but the entire experience of your customers should be personalized. You can learn from their purchasing history, their interests from the psychographic analysis that you have done, and then tweak your message according to that. This will not only gain their interest but also make them more loyal to your brand. 

 

Not Being Data-Driven:

If you are still making your marketing decisions according to your gut it’s time to wake up and look at your calendar. It is 2021 now and you just cannot ignore data. 

Please look into your data to make meaningful decisions about your marketing’s next step. See what your analytics is showing full stop and take a look how your customers are responding to your campaign. 

 

 What do the numbers suggest? 

Are you moving in the right direction or do you need to make any changes in your campaign? The biggest advantage that you have in digital marketing over conventional marketing is the kind of personalization you can do and the amount of data that you can collect to measure your campaign. Make sure you use the power of data to boost your marketing.

 

Not Testing Enough: 

Not testing your marketing campaigns means not really knowing what is working and what is not. You should split test your campaigns, be it email marketing, running ads, where the form should be, or what the call to action must say. Split test, create a control group, send them one information, create a test group, send them the other and see which one is performing better. 

All big companies do a lot of split-testing to ensure they are getting good results. Booking.com, one of the leading digital travel companies, does almost 25000 tests a year to make sure their customers get the best experience and they make better decisions. So, don’t miss out on that. 

 

Ignoring SEO:

Ignoring SEO today can be one of the biggest mistakes a marketer can make (Also Read – 20 SEO Mistakes and How to Avoid Them).

  1. 93% of online experiences begin with a search engine .(Search Engine Journal).
  2. 89% of online purchasers used SERPs to make their decision (Dezzain) 

These numbers don’t lie. Search is a big part of your customer’s journey and you cannot simply ignore it. Even if you think there’s too much competition in your niche, and it will be difficult for you to get results organically, here’s a data point for you: 

50% of searches are long-tail keywords – four words or longer (Word Stream)

Any company that focuses on SEO, will be able to rank for their long tail keywords. Focusing on SEO will give you more visibility and with time reduce your marketing costs to get similar results, thus increasing your ROI. 

{ If you need help with SEO, you can contact us or look at case studies to see how we’ve helped our clients with SEO. If you are doing SEO with no results, please visit [Seo Ranking Factor ] or let us audit your current SEO strategy }

 

Avoiding Social Media:

On an average, people spend 2 hours and 32 minutes on social media everyday. That is a lot of time. Social media gives an opportunity for your business to engage with your target audience. Be a part of the community or build a strong community. 

Here are three social media mistakes businesses are doing:

  1. Many businesses completely ignore social media and are not even listed there.
  2. There are some who have basic accounts set up but they don’t do anything with their accounts
  3. Keep posting stuff that has no value and hence no engagement.

You need to create a social media strategy with an end goal, you should focus on: 

  • Building your brand on social media
  • Engaging with your audience by posting questions, facts and running engaging facebook campaigns.
  • Replying to the queries and comments of your audience 

 

Not Investing in Content: 

Content is the king and every business should invest in developing quality content. This is the best tool in your inbound marketing kit and it is rewarding too! 

A research by Demand Metric confirms that: 

Per dollar spent, content marketing generates approximately 3 times as many leads as traditional marketing. 

So invest in content. Understand your business and see what kind of content will be most useful for your business out of these.

Content types

Wrong Content Distribution Strategy: 

A research by SEMRUSH shows, 

94% of the time, social media is used to distribute the content by businesses.

percentage of content distribution

Type of content they produce: 86% of the time, content produced is blog posts. 

Type of content they produce

And blog posts are not the most optimal kind of content for social media. If social media is going to be your number one content distribution channel, focus more on something visual such as images, infographics, and videos. 

 

Ignoring Mobile: 

Ignoring Mobile

Source:BroadBand Search

Mobile traffic has increased 222% in the last 7 years and now 53% of the entire internet traffic comes from mobile. You need to have a mobile-first strategy: 

  1. Is your Website Mobile Optimized? Take a test here
  2. Are your emails/newsletters designed according to mobile 
  3. Do you analyze how people are engaging with your digital assets on mobile?

 

Ignoring Videos: 

Video is huge. Youtube is the world’s 2nd largest search engine, Facebook, Instagram are all promoting videos more on their platforms, and with increasing internet speeds, people are spending more time watching videos than ever.

  • Videos are shared 1,200 percent more than links and text posts combined (Source:jeffbullas
  • By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)

If you are still not using it, you are missing out on big opportunities. Videos are changing the way people are consuming content. Be a part of it. 

Here are few things you can do:

  1. Videos on Youtube
  2. Stories 
  3. Webinars 
  4. Live streaming 

 

Missing Out on Viral Loops:

Viral loop is the method of how you can use your current users/customers to invite your next customers. It’s growth hacking. 

It happens when the product will serve better if your user gets another user on the platform (network effects) 

For example: You’re on Facebook because your friends are, if you are using Skype,you are using whatsapp, you need your friends to be on Whatsapp/Skype as well for communication. 

Or it happens when it gives bragging rights to the people: 

Just see how emails have a signature at the end Sent from my iPhone”.

If you’re on a gaming app, you create leaderboards and encourage your users to share their scores on social media or challenge their friends. This is a viral loop. 

 

Focusing on Quantity instead of Quality:

Lot of businesses fret over the numbers they want to hit, for example:

  1. We will publish 10 blogs a month
  2. We want to do 12 tweets a day 

Both of these goals are fine as long as they are bringing the right kind of engagement, but if you do not focus on creating something valuable, it’s not going to bring any reward to your business. 

An Ahref study shows that 90.63% of all pages in our index get zero traffic from Google and if you are posting 10 blogs a month hoping to get more traffic from Google, you might be doing it all wrong. So instead of focusing on quantity, focus on quality. I want to publish 2 “rankable” blogs instead of 10 might be a better goal. 

 

Not Creating Subscriber Lists:

Not everyone who visits your website is going to buy something, but that doesn’t mean the user cannot buy something in future. But to make sure that you have a chance of converting users in future, you need to engage with them. 

If someone has read an entire article on your website, he probably found some value in your content and might be interested in receiving more information from you in future and you might get business in future. So ask people to subscribe, and have a marketing strategy to send your subscribers personalized and useful information. 

According to a survey by BtoB magazine:

59% of B2B marketers say email is their most effective channel in terms of revenue generation.

A 2019 report by DMA suggests a return of $42 on every $1 spent on emails

stronger ROI on email

An email list is the first step for a successful email marketing campaign. So work on creating your email lists. 

 

Spamming the Inboxes: 

Many marketers do not understand the difference between email marketing and blatant spamming. No John, sending an email to 10,000 people with 0 personalization and no credibility is not email marketing. People get thousands of such mails and there’s no way you are going to grow your business by irritating them. 

 

Not Prioritizing on Customer Retention:

It’s cheaper to retain a customer than acquire a new one and yet many times, businesses are too focused on acquiring new customers but not trying to retain/ upsell to their present customers. 

What are you doing to retain your customers?

Does your strategy talk about steps you are taking to increase customer retention? If not, start doing it today!

 

Ignoring Abandoned Carts :

Customers who added products in the cart are only a step away from the sale.

Are you actively looking for what’s the reason for abandoned carts?

Baymard’s research shows these reasons:

reason for abandoned carts

As a marketer, make it as easy as possible for people to checkout, only ask for information that is required. Don’t force account creation, just create an account by default if you want. 

 

Not Measuring ROI:

Not measuring your ROI is the same as playing blind. Without an eye for ROI, you might end up losing a lot of money with not results. 

How much are you spending on your marketing?

What kind of results are you expecting?

What’s the return over your investment? 

Is the money spent well or you could have achieved more ROI by doing something else? 

These are the important questions you need to ask while marketing your business online.

 

Not Being Agile:

Marketing strategy is made once a year, but customers are evolving every day. Your marketing depends upon externalities as well. What is happening in the world? What’s your competitor doing? How is the ecosystem evolving? You need to be agile to see the changes happening and be quick to adapt. 

For example: If you’re a software company in the times of Covid-19, with the outbreak of the virus, your value proposition and marketing might change from how you can increase business to how you can help other businesses retain clients, or cut costs. Your messaging will become more empathetic because of the global pandemic.

 

Working in Silos:

It’s a mistake that both big and small companies make, marketing teams working in silos and not collaborating with other teams.

Different channel teams working in different silos make the situation worse. Big companies have different divisions for paid marketing, email marketing , SEO, and all of them work in silos. 

This kind of structure can reduce the effectiveness of your marketing, with different teams trying to send different messages. All these channels compliment each other. So they need to collaborate.

If you are running a social media campaign, your email marketing team must know about it. If you are going to do ads in newspapers, your digital marketing team must know the same. 

Small companies hire multiple agencies or freelancers to take care of their marketing. They need to make sure that they create enough communication channels amongst them so that they have the complete visibility of the campaign and they can together get better results. 

 

Wrong KPIs:

Once you have clear marketing goals, make sure you track the right KPIs. A difference in what you want to achieve and what KPIs you track can ruin your marketing. For example, if you want to increase engagement on your website, then tracking bounce rate, returning customers become more important KPIs than the total traffic. 

So clearly align your KPIs with your goals. 

 

Doing Everything Yourself: 

You cannot do everything alone, you need support from people who are experts in their fields and can help you get better results and also save you money. 

If you try to do everything yourself, you’ll end up leaving a lot of things midway which is the loss of money, time, and opportunity for your business.

Do what you are best at and hire experts to help you with the rest of the things. This will give you time to concentrate on other important things and will help your business achieve more. 

 

Not Using Marketing Automation:

With no code revolution, you can automate a lot of your marketing tasks so you can spend time on effective things and not only on gathering data. Not doing marketing automation means spending time on activities that are repetitive. 

You can use Zapier, Google Sheets add ons, or hire someone like us to automate your marketing so that you spend the most time on things that matter. 

 

Ignoring Collaboration:

Always be open to collaboration with others. Be it accepting/writing guest posts, running a combined campaign or simply doing shoutouts for other businesses. When you do it, not only will you gain additional visibility to a new set of audiences, but also build trust and network in your ecosystem which can help your business a lot. So, think about collaborations, help others succeed, and you will succeed with them. 

What do you think? I am sure you’re doing the majority of things right. What’s the one thing that you’re going to do from now on? What’s the one thing that you’ll fix in your company’s marketing?

Let us know and we will help you bring your business back on track and grow digitally!

 

WebSpero Solutions Claimed a Spot as One of the Top SEO Firms by Clutch

WebSpero Solutions Claimed a Spot as One of the Top SEO Firms by Clutch

Without market research, it is impossible to understand what a business needs. You might have a general idea of who they are and what they need, but you have to dig deep if you want to win their loyalty. 

WebSpero is a well-established, award-winning SEO agency with ethical search engine marketing services to help your business sail through obstacles in the path of higher website traffic. Our dedicated experts go the extra mile to put you on page one on any search engine results pages (SERP).

By providing proven results in the research industry, we have marked a spot in Clutch’s curated lists of the best agencies and organizations by industry. We’ve been announced as one of their top SEO firms for 2021. Clutch is an established B2B reviews platform that helps firms across the globe connect with the solution providers that they need in order to improve effectiveness and increase productivity.

We’d love to celebrate rewards as much as we love to serve valuable clients.

“Being chosen as one of the Leading SEO firms by Clutch made us jump and do a mini dance! But tomorrow, we show up at work again! For now, we pop some champagne.” -Rahul Vij, CEO, WebSpero Solutions

Winning our clients’ loyalty leaves us no other way but to stay focused. Their words mean a lot to us as much as we take delight in providing quality services. Check our Clutch profile and see what satisfied clients have to say:

“Their professionalism really stands out.” – President, Workwear Distribution Company

Aiming to have better results? Collaborate with us!

 

Best Practices – How to do Internal Linking for SEO?

Best Practices – How to do Internal Linking for SEO?

 

What are Internal Links?

 

Internal links are links within a website. An internal link links one page with another page in the same domain name. For example, content on the home page contains links to product category pages. Internal linking in HTML helps the visitor find required information by exploring other pages on the website. Internal linking structure also plays an important role in SEO as it is easy for the search engine to discover web pages relevant to the query. It also plays an important role in defining the structure of the website. You can use internal links to establish a hierarchy on your website. Internal links are important for both your audience and search engines.        

 

internal linking structure

 

Reasons to Add Internal Links

 

The number and quality of internal links pointing to a webpage are important ranking factors. This is the reason why internal linking requires its own dedicated strategy. Internal linking does more than helping your audience and search engines navigate a website and understand the website hierarchy. There are many other benefits of internal linking including: 

 

  • Improves usability through anchor texts   

Proper and user-friendly internal linking makes it easy to navigate a website and discover the required information. Internal linking is useful only when the anchor text is relevant to the content of the page. 

 

  • Spreads link equity 

External linking and quality backlinks build authority from other websites. You can use internal linking to spread link equity within the website. 

 

  • Boosts page views 

Internal links with relevant anchor text give an idea of the content on the linked page. You can boost page views with relevant anchor text and quality content. 

 

  • Improves page rank 

Google considers the number and quality of backlinks to determine the importance of a web page. As internal linking spreads link juice to other pages, the authority, and ranking of those pages are also improved.

 

  • Improves time on site 

Your internal linking strategy can also help in decreasing the bounce rate if it helps users to discover relevant content. 

 

  • Helps in crawling and indexing 

In order to provide the best user experience, Google bots attempt to think like real users. You need to do smart internal linking to help bots discover pages that have not been crawled before.

 

Internal vs External Links

 

Internal vs External Links

Internal links link to pages within the same domain name. On the other hand, external links are obtained from other domains. When done correctly, both internal linking and external linking boost page traffic and ranking. The following table shows the difference between internal and external links. 

 

Internal Links External Links
Internal links with relevant anchor text improve the usability of the website. Quality external links improve website visibility and authority.
Internal links help in reducing bounce rate. External links help in increasing traffic to the website. 
Internal links are easy, fast, and free to create. Creating external links requires more effort.
It helps in increasing page authority. It helps in increasing domain authority.
Though it is also a ranking factor, internal linking is not as valuable as external linking. It is more valuable than internal linking.

Keep in mind that both internal linking and external linking require quality content. 

 

Importance of internal linking

 

Google and other search engines use links to discover content. You can help your audience and search engines to discover the most important pages on your website with interlinking in SEO. When it comes to internal links and SEO, internal linking serves the following two purposes:

 

  • When Google bots start crawling the homepage of a website, they look for links pointing to other pages on the website. They follow these links to understand website structure and establish relationships between various pages and posts on your website. This helps in identifying pages that have content relevant to the query. 

 

  • Most of the backlinks point to the homepage of the website. This is the reason why it has the greatest link value. The link value of the homepage is divided among all internal links on the page. Each internal link passes this value to the page it is pointing to. That link value is further divided between all links on that page. 

 

Set up an Internal Linking Strategy

 

Internal link strategy can also help with SEO and conversion. You must try the following 3 SEO internal linking strategies:

 

Improve search engine ranking with an internal link strategy

 

Look for website pages with backlinks from high-authority websites. You can pass authority to other pages by linking them to these pages. This can increase the authority and ranking of other pages especially if they have quality, optimized content. It is a three-step process.

  1. Identify pages with higher authority.
  2. Identify pages with an almost high search engine ranking.
  3. Link pages identified in the second step to the pages with higher authority.

 

Use internal linking to direct visitors to pages  with a high conversion rate

 

Pages that attract traffic may not encourage visitors to take the action you expect. Your website may have some pages that have a high conversion rate. This internal link strategy links pages with high traffic to pages with a high conversion rate. One link can convert your traffic into sales.

 

Internal linking for call to action

You can also use internal linking for call to action and encourage your audience to act. For example, an internal link can take a reader from a blog post about a product to the product page.

It is important to consider the relevance of pages to build the relationship between pages using an internal link strategy. 

 

Steps for Internal Linking Strategy

 

Determine Website Structure 

Website structure and hierarchy determine how deep crawlers can go to find fresh content or new pages on your website. Imagine that your website is a pyramid. The homepage should be at the top of the pyramid. Categories/sections are below the homepage. Individual product pages/posts are at the bottom of the pyramid. 

 

Identify the Most Important Content 

Determine the most important content on your website. The most important content is complete, clear and describes the core of the business. To let search engines know that this is the most important content, add links to that content. 

 

Add Contextual Links 

Link the relevant content you have published on your website. This is content about the same topic. Add more links to the most important content about the topic to let search engines know that it is cornerstone content. 

 

Link Hierarchical Pages

Most websites have hierarchical pages such as: 

Home page -> Category -> Post/Product Page   

Do linking from the top to the bottom and vice versa. Also, link pages at the same level.  

 

Add a Related Post Section 

You can use many modules and plugins to add related posts sections to your website. However, don’t forget to test the module or plugin to ensure that it actually shows related posts. You can also use internal linking to link related posts. 

 

Add Navigational Links 

In addition to linking content on relevant topics, add links from the homepage to the cornerstone content to improve its authority. Do the same with the most important pages and posts on your website. This will increase the link value of these pages or posts.

 

Add Links to Taxonomies 

Organize the content on your website using categories and tags. This helps search engines and visitors understand website structure and hierarchy. Use internal linking to link related posts to category pages. 

 

Add Links to Recent or Popular Posts 

Make sure that your internal linking strategy also focuses on the most popular or recent content. You can add the newest posts/popular posts section in the footer or sidebar. 

 

Know More about: Anchor texts, Nofollow links, Dofollow Links 

 

Anchor Texts 

Anchor texts are clickable texts that are typically blue in color. When you click that text, it takes you to another page and the color of the anchor text is changed. Relevant, keyword-based anchor texts get more clicks and also help with SEO.        

 

anchor text

 

Nofollow Links 

In a nofollow link, the value of the ‘rel‘ attribute is “no follow”. This tells the search engine that you want it to ignore the link. Nofollow links don’t pass PageRank.   

 

Dofollow Links 

Dofollow links pass link juice. All links are do-follow links by default. Search engine bots crawl do follow links to discover new pages.      

 

Internal Linking in Yoast SEO

 

Yoast SEO plugin is the best SEO plugin for WordPress. The free version of the plugin comes with features and checks to improve your internal linking. The plugin ensures that your website has meaningful internal linking. It checks if you have linked a post or page with other pages on the website or not. It also tells if they are nofollow links or dofollow links. 

The Text Link Counter tells about the number of internal links pointing to a page/post and the number of links in that post/page. This helps in improving website structure. 

The premium version of Yoast SEO comes with an internal linking suggestion tool that helps in improving the internal link structure. You can find and link related posts. If you are using the WordPress block editor, the Yoast SEO plugin premium version helps in linking child and sibling pages. The Orphaned content filter finds pages and posts with no internal links. 

 

Why Some Pages are Hidden or Not Indexed

For some reason, bots cannot crawl and index some pages.   

  • Full-blown survey, drop-down menu, and other elements are often included in forms. As bots don’t submit forms, if forms provide access to content or links, search engine bots cannot discover those links or content. 
  • Bots don’t use search boxes. This is the reason why pages discoverable through internal search boxes are not visible to spiders. 
  • Links in Javascript may also not be crawled. Depending on the implementation, search engines often devalue links created using Javascript code. These links are uncrawlable. Instead of using Javascript for creating links, use standard HTML links, especially on pages, you want to get traffic. 
  • Search engines cannot access any links in Java, Flash, or plugins. These links are embedded in Java applets, Flash, and plugins. 
  • If you don’t want crawlers to access a page then you can use the robots.text file and meta robots tag. As these pages are not crawled, they are also not indexed and then ranked. 
  • The search engine crawls a certain number of links on a page. Typically, it crawls 150 links per page. Once this limit is reached, spiders stop crawling pages pointed by links on the given page. However, not all pages have the same limit. It depends on the importance of the content on that page. An important page can have a limit of 200 to 250. However, adding too many links is not a good idea. Keep it below 150. Otherwise, spiders will not crawl some of the linked pages. 
  • Search engines can crawl links in I-Frames and Frames. However, there are some structural issues with Frames and I-Frames. Search engines find it difficult to organize and follow these links. If you have a deep understanding of how links in Frames and I-Frames are indexed and followed, you can add links in Frames and I-Frames.       

 

How to Audit Your Internal Links for Issues

 

Broken Internal Links

Broken links cause a bad user experience and also waste “link equity”. Remove links pointing to no resource or redirect to another relevant page. 

 

Broken Internal Links

 

Internal links to redirected pages

Identify internal links pointing to moved and redirected posts/pages. Make sure that they don’t point to irrelevant content.

 

Unimportant Internal Links

Identify links that point to unimportant content. 

 

Deep-linked important pages

The homepage of the website is the most authoritative page. Pages closers to the homepage receive the greater PageRank. Google does not give importance to “deep” pages. 

 

Orphan Pages 

A page that is not linked to any of the other pages of the website is called an orphan page. Google cannot find these pages. Orphan pages also don’t receive any PageRank. 

 

Three Don’ts You Need to Know

 

donts

 

There are some anchor text mistakes that you must avoid. Google may deem some internal linking strategies as spammy. You can choose from the following 8 types of anchor text: 

  • Exact match 
  • Partial match 
  • Branded 
  • Generic 
  • LSI keywords 
  • Article titles 
  • Naked URLs 
  • Image 

Don’t use the same anchor text or the same type of anchor text for internal linking. Google does not appreciate spammy practices. Therefore, diversify your anchor texts.

You may think that you can boost the authority of low authority pages by linking them to high authority pages even when those high authority pages are not relevant. You must avoid this practice in internal linking. The anchor text should be surrounded by relevant content and should be part of the natural flow of the content. The anchor text should give an idea of the page it is pointing to. That page must be relevant.    

Even when spiders can crawl up to 150 links on a page, make sure that you don’t add hundreds of internal links on the same page. You may want to add too many links to transmit authority to other pages. However, this is not a good practice. Use only one or two internal links with anchor texts that can be naturally placed in the content.   

 

Conclusion

Internal linking is an important SEO practice that can increase your chances of improving crawling and getting indexed, improving usability, spreading link juice, improving time on site, boosting search engine ranking and conversion. However, your internal link building strategy has to be right.

 

6 Biggest Content Marketing Trends in 2021

6 Biggest Content Marketing Trends in 2021

 

Content marketing is a content-oriented marketing strategy that is centered on content creation and distribution on various channels. Now that’s something you already know, but given the rules, tricks, and strategies change year to year, it is important that you know which content marketing trend will prevail this year too. The ones that worked great last year might not be similarly fruitful now! So here are 6 biggest content marketing trends that will dominate in 2021.

 

 

      1. Personalized content experience

Personalized content delivers delightful customer experiences. In 2021, it is predicted that more and more marketers will lean towards delivering highly personalized content.

To get started, you’ll need a lot of data. The more you know about your customers, the more personalized messages you can deliver. Personalization is the most powerful content marketing tool to boost engagement and retain them by tailoring content based on their personal preferences. One of the biggest reasons to adopt personalization is that it promises low bounce rates and extends the time people spend on the websites, enabling a more intimate relationship between the brand and the customer.

 

      2. Adapting Natural Language search

Due to voice search, we’re moving into the world of natural language. Voice search makes upto 20% of all the Google Searches on mobile. Especially the younger generation, or you can say your younger customers are more likely using voice search. At least 31% of the teens use Voice Search to get help in their homework.

As our way of speaking is very different from the way we type, it’s important for our content to include natural language phrases and answer questions in the more human way. Instead of using “best  SEO tools for backlinks”, write about “What are the best SEO tools to check backlinks”. By adopting the natural language strategy, you’ll not only get traffic on content but also make the brand visible.

 

      3. Live Stream

The majority of social media networks – like Facebook, YouTube, and even Snapchat, now offer their users interactive, easy-to-use live platforms. The concept of live streaming is an excellent method of promoting products, services, offers, trips, briefs, product launch, and many other things. Last year, up to 3/4th of the internet usage was taken by videos. That’s a green flag to the productivity of live streaming (which is somewhat a form of video).

Snapchat has already gained a wide user base to view its 10 billion videos per day while Facebook Live has received more than 8 billion views from more than 500 million users every day. If you aren’t making any use of live streaming yet, 2021 is a good time to get started!

 

      4. Virtual Reality

VR is among the newest and most popular technologies that have developed gradually. Today, virtual reality has established a solid position in the digital marketing arena. Businesses make use of VR mostly to promote their products and services interactively. Although the technology is little pricey for now, making it a viable option for only big-banner companies – it is expected to become affordable in the future for all businesses.

When this happens, most businesses (regardless of their size) will be able to use virtual reality. According to predictions, virtual reality has the potential to generate up to 5.2 billion USD revenue by 2021.

      5. Email Newsletter

It is an old marketing tool adopted by both B2B and B2C marketers for connecting with their audience, clients, and users. Interestingly, newsletters have become more popular among businesses. The reason is the increased success rate of email marketing. As it’s one of the important factors for every digital marketing agency, email newsletters are transforming into a potent way of promoting and distributing content.

 

      6. Storytelling

Storytelling is more like the fate of content marketing. Your readers, audiences, and customers, everyone is already stuffed with info and merely have time AND patience to read boring content. Given this is the case, storytelling seems to be the perfect way of feeding new content appealingly. What you need for growth is interesting content that is capable of driving the attention of your users, audience while keeping them jelled throughout your story (till your purpose of showing them content is fulfilled).

If said clearly – stories are up to 22 times entertaining and easier to remember as compared to facts and figures.

All in all, content marketing is growing into a dire need for successful business marketing. If you need direction, you can hire a reputed SEO company that will guide you on the best content marketing strategy for your business.

Google Attribution Overview – Google’s Marketing Tool of 2021 in a Nutshell

Google Attribution Overview – Google’s Marketing Tool of 2021 in a Nutshell

Google made a significant announcement during its latest event – Google Marketing Next conference, in San Francisco a few weeks ago. But what’s in for you? Check out this article to know how this new tool can redefine your marketing strategies.

Before everything, let’s have a quick overview of what attribution is and what is Google Attribution.

Attribution in marketing is used as a process of identifying the causes of certain user actions and assigning these actions some credit. It is basically related to determining what media are bringing purchases from users.

There are various types of attribution models used by marketers according to their needs. Attribution works as the powerhouse of marketing as these models help marketers keep a track of their advertising campaigns and know what works and what not.

There were many issues in the earlier attribution models, calling for a better and feature-rich solution. Google plans to solve the problems faced by previous tools with Google Attribution.

Google Attribution is the latest marketing tool that aims at making it easy for marketers to derive bidding decisions using attribution data that is calculated on the basis of role they play in the complete buyer’s journey.

Let’s know what problems does Google Attribution Solves

After going through the link, now you know the three main attribution models used by marketers in their ad campaigns:

  • First Click
  • Linear
  • Last Click

The issue with all three models is that they do not assign appropriate credit to user actions and touch points as they should. First Click and Linear models assign complete credit to only one or equal credits to all, whereas in Last Click model the entire credit is given only to the last click.

This does not let marketers get a complete idea of how and what actions by users are affecting their channel and ad campaigns.

That’s one of the main reasons behind less popularity of Last Click model.

There are other points where the existing models lack. For instance, the existing attribution models do not give information about offline to online effects. As a result, marketers cannot estimate marketing impacts precisely for different marketing channels that happen later in the user’s’ journey.

 

So How’s The New Attribution Model Better?

Google hopes to kick out the issues faced by the existing models with the new attribution. It is advanced, makes better use of data, and give more precise insights into the media channels and their performance.

Google Attribution additionally offers one more benefits. It lets you get a complete idea about users. Here’s how.

 

Chasing the User

  • The new model lets you understand the entire conversion journey of a user across all channels.
  • It then lets you track the total number of touchpoints (clicks) a user connects with a brand through. This includes every insight from the first engagement with the brand to the conversion.
  • This makes it possible for you to find the ways digital channels can work together.
  • It additionally lets you explore and come with a more holistic view of overarching digital strategy, promotion of integration between different channels, devices, and mediums.

 

As quoted by Matt Haig, Author of “Mobile Marketing – The Message Revolution”,

 

“End users not technologies shape the market. Consequently, marketers need to stay abreast not only of technological developments but also of the way people respond to them.”

 

IDEALLY, the new model should make sure that every channel gets due credit for each sale, on the basis of the unique habits and nuances of consumer behavior that affects a brand. This is again something that has been missing in the existing models.

 

Bye Bye Last-Click

Over the past few years, the search engine giant has been working on ways to get rid of the ‘last-click’ attribution from its platforms, especially AdWords. It is due to the fact that the company wants its platforms to show modern search habits in a better way and eliminate the not-so-productive approach of Last-Click model that lays emphasis only on the last click.

In short, Google Attribution takes the data and functionalities of AdWords, Analytics, and DoubleClick Search and integrates all of them into one platform. This lets marketers link their reports without having to do further sale tagging. They can also manage performance under a single platform.

Due to native integrations, marketers can feed back the modeled conversion data into the Google AdWords or DoubleClick Search to make bidding decisions. One thing to note here is that Google Attribution’s aspect of working does not apply only to paid marketing channels like PPC and display.

Rather it applies to all channels such as:

  • Affiliate Marketing
  • Direct Traffic
  • Organic Search
  • Social Media

What will be the impact?

To get a better overview of how and what difference Google Attribution may bring to the existing marketing strategies of the marketers, let’s have an imaginary comparison between the ad campaign of the same company when it follows –

  1. Last-Click Attribution
  2. Google Attribution

Here is an example:

Let’s assume a company X with $10 million marketing budget and they decide their marketing budget according to the attribution data of the previous year.

To keep it simple, we assumed that company’s decision is only based on the last-click model’s attribution data.

Say, the previous year attribution data shows:

Paid Ads: 80%
SEO: 10%
Social Media: 10%

Using the Last Click attribution, the company will take an informed decision to allocate $8mn in Paid ads, 1mn in Social Media, and $1mn in SEO.

Let’s assume according to Google attribution, here is the attribution that it gives:

Paid Ads: 50%
SEO: 30%
Social Media: 20%

With this data, company will decide to allocate $5mn to Paid Ads, $3mn to SEO, and $2mn to Social Media.

Did you see it is very different from what the company did with the previous attribution model!

With more accurate attribution models, companies would not only be able to decide their budgets better for each marketing model but can also come up with better performing strategies.

Chief Marketing Officer at Visual IQ, Bill Muller also has something to say on marketing attribution solutions.

“Whatever your industry, determining the right metrics ultimately comes down to identifying the connective tissue that ties marketing activities to business results.”

Here’s What Google Attribution is Based on:

 

Machine-Driven Regression Attribution

 

Google has introduced versions of attribution to its other tools like Analytics’ Multi-channel Future reports. But these rely upon defined attribution models like

  • first click
  • Linear
  • and last click

Here Google Attribution serves with “Data Driven” attribution which according to Google, will use advanced machine learning compare purchase paths. It will also help you analyze what’s working and what’s not on the basis of a site’s own data!

What if it works? If so, then this would be no less than a variation on a ‘regression’ attribution model that uses historical data to express the weighting of credit applied to every touchpoint and give a better and precise attribution model. This is obviously something that current attribution models do not offer.

 

Don’t Miss the Data-Driven Factor

Even though the basic concept behind ‘Data-Driven’ attribution is not new, but what makes it seem better in Google Attribution is that it addresses the main issue in the regression model – TIME! So far, the time has been the main turn off behind why regression model does not find application widely. 

Being a marketer, you should know it takes time to

  • collect data
  • calculate the model
  • and derive the suitable insight out of it. 

Google Attribution fixes the issue and offers a dedicated attribution model customized to a business’ marketing activity and customers.

All this without needing manual labor, just data!

 

Content Optimization Made Easy

When it becomes easy to know how users interact with your brand throughout different devices, marketers can without much effort optimize their brand’s UI across all of them.

Now what does it mean?

Well, here’s the kicker. It means your brand will be able to rethink and optimize its content for each particular device. This way, brands can make sure that they do not miss out the engagement and dialogue factor towards audiences while they change their devices.

 

Useful for Call-to-Action or Gateway Terms

If you think from a paid search perspective, the new Google Attribution tool will give brands much-needed visibility across the call-to-action or gateway terms. 

But wait! What are these terms?

Such terms are known as keywords that help businesses in driving sales. However, these terms aren’t generally credited under a last-click attribution model.

Unlike existing attribution models, Google Attribution lets you overview the complete picture and derive smarter decisions on how these terms work with your overall keyword strategy and the benefit they bring.

 

Google Attribution works with less effort and more results:

  • It does not demand additional setup as it makes use of data that is already available via other Google products.
  • It then offers actionable insights into the complete purchase journey of users on a site.
  • As already mentioned above, marketers can then pass back the data to AdWords or DoubleClick Search to help with the bidding decisions.

Also, Google Attribution does not need further sale tagging.

 

To use the new model, all you need to do is just:

 

  • Link a Google Analytics view that is associated with a registered AdWords or DoubleClick Search account.
  • After you have set up your account, Attribution imports data related to performance from the respective Analytics view (the account you linked).
  • This may also include offline conversion event data that has been earlier uploaded to Google Analytics.
  • Afterward, marketers can separately assign an attribution model to specific conversion events.

Alike Analytics, they can compare models side-by-side.

 

Nothing Comes Perfect: Flaws in Google’s New Attribution Model

Although the new product seems to have several advantages over the existing models, it does have its own set of flaws that being a marketer you should consider first. 

  • A few of the attribution models in the tool do not offer complete picture. This means some of the models focuses only on certain activities, skipping the total number of times a user has viewed content from channels. 
  • Some models do not comprise of ‘post view’, which means your reports could have ignored the fold impressions (the ones that users never viewed). This may end up giving you false idea of a channel’s working post view. 

There’s struggle between some attribution models and cross device attribution. Attribution would not show cross-device activity that took place between a desktop user on Google and a mobile user on Facebook, unless and until the email ID used to sign in both the Android and Facebook account matches.

 

Cost

As for now, Google Attribution will be free to use. The company plans to make the service accessible for all marketers to bring about improvements in their current marketing and advertising practices.

 

Finals Words – Anything Else To Know

At present, the new model is still in its beta phase. Google will roll out the tool in the upcoming months, giving answers to the expectations, rumors, and assumptions about it, including:

  • The difference between the enterprise and the free version
  • The extent up to which the offline conversions and store visits are included
  •  TV attribution included

All these queries can be answered only in the coming months when Google will finally roll out Google Attribution. Apart from it, the other notable announcement during the event includes launch of promoted places and local inventory ads for retailers, which will let them market special offers and display whether or not the products are available at a local store. It will also offer an option to link customer loyalty cards to Google Adwords to offer a better insight on the way digital is bringing in-store sales.

All this is yet to hit worldwide, so the best option is to stay tuned with us for latest updates on Google’s latest attribution model. Till then, enjoy the beta version.