december 2020 | issue 3 · 2020. 12. 16. · december 2020 | issue 3. 2 digital growth - dec. 2020...

Digital Growth

Inside the issue:

2021 Forecasts

• Marketing Forecasts for 2021

• Top Trends in Marketing, Social Media and Events

• The Year of Content

• Website Design in 2021

• Sales Strategy in 2021

• Creating a Marketing Budget for 2021

• Hospital Marketing in 2021

December 2020 | ISSUE 3

2

Digital Growth - Dec. 2020

Top 10 SocialMediaMarketing Trends

Letter from the editor 03

04

06

08

10

As we near the year end, it’s fair to say that very few of us could have predicted the events of the last 10 months

What is HubSpot?

Instagram has just rolled out a brand new update that has dramatically changed.

Metrics are simply a way to measure something.

Infographic

New Instagramapp causesinfluencer outcry

MarTech in theSpotlight:

Infographic

Metrics are theNew Wizardof Oz

Events andExhibitions in2021 - Realtiesand Alternatives

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13

15

21

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According to a recent study, there are over 1.8 billion websites, around 200 million active websites

In this article, we’re taking a deep dive into the marketing forecasts with the digital realm of marketing.

Your marketing budget refers to the money that is invested in your marketing eorts

2020 has been a dicult year for most businesses

Sales Strategyin 2021: How to

Win at Sales in theNew Normal

Website Design in2021: Tips,

Tactics and more

18In March 2020 the world was forever changed as the

COVID-19 pandemic spread quickly and without warning across the globe.

HospitalMarketing

in 2021

12Infographic

Top 10Marketing Tips

Creating amarketing budget

for 2021 How toget started

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Your marketing budget refers to the money that is invested in your marketing eorts

The Year ofContent Recession

Proof andPositive Marketing

MarketingForecast for 2021

Digital is Changing

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Letter from the editorHi all,

As we near the year end, it’s fair to say that very few of us (if any) could have predicted the events of the last 10 months, and the impact of this on all of our businesses and of course, our lives as a whole.

With survival very much at the forefront of business objectives during the first half of the year, the latter half has been focused on revisiting business models, gaining a deeper understanding of the ‘new normal’ and the strategic implementation of changes within businesses for future impact. This activity should not stop in 2021.

If anything, the latest wave of the pandemic that is instigating further lockdowns across Europe and the Americas shows us that the need to pivot from 2019 business models and the importance of aligning these to operations, sales and marketing, is a need that is no longer short term but one that requires a sustainable commitment from stakeholders - if these strategies are to be successful.

In this month’s issue of this magazine, we focus on providing insights, new ideas and sustainable approaches to marketing and sales. We look at quick wins - we understand that businesses need results, now. But we also provide concepts and approaches that are designed to provide a longer term impact as well.

We hope this issue helps you and your thought processes and look forward to sharing more in the new year.Let’s raise a glass to 2021 in anticipation of this being a much more positive year ahead.

Thanks, Amit Vyas

CEO, NEXAwww.digitalnexa.com

About the editor

About Nexa

Amit Vyas is the Co-Founder and CEO of Nexa, a digital marketing agency that was launched in Dubai in 2005. With close to a decade of experience within Digital Marketing, Amit has seen first hand, the dynamic environment with which businesses now have to operate in order to achieve growth and to succeed.

Amit has worked with hundreds of businesses in the Middle East from startups to large multinational clients during his time at Nexa and previously, in the UK. He can be found at international conferences and has spoken at marketing events in the USA (SXSW and Content Marketing Conference), Australia (ANZMAC), India (Content Marketing Summit at the world Marketing Congress) as well as countless others in Europe and the UAE.

As one of the largest fully-independent Digital Marketing Agencies in the UAE, Nexa has provided a vast array of services to over 1,000 clients in the region since 2005. Nexa is HubSpot›s only Diamond Partner Agency for the GCC region.

www.DigitalNexa.com

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New Instagram app causes influencer outcryBy Toni Becker

A humble photo sharing app called “Instagram” (you may have heard of it) was launched in early October 2010 and went on to rack up an unprecedented 25 000 users in a single day. In its first week the app was downloaded 100, 000 times and by the middle of December the number had reached an astounding one million.

After the fast rise of the user vase, investors became increasingly interested in the company and in February 2011 Benchmark Capital, an Instagram investor, valued the company at $25 million. It was in April 2012 that Social Media giant, Facebook, made an offer to purchase the app for close to $1 billion in cash and stock, and Instagram moved forward with this deal.

The story of Instagram is astounding, and its evolution has been great to watch, however, Instagram has certainly made some mistakes along the way. And recently, it may have made its biggest one yet…

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Reels leave Influencers Reeling with Anger

Instagram has just rolled out a brand new update that has dramatically changed the layout of the app - and people are not happy.

The new layout has radically changed the apps home page, timeline, and notifications tab, while the posting button has been shifted to the top of the navigation bar. Now, in place of where the “new post” button was sits a shortcut to Instagram Shopping and Instagram Reels. You are probably asking, what are reels? And since when did Instagram focus on e-commerce? Well, you are not alone, just about all Instagram users are wondering the same thing.

This new layout completely changes the functionality of the app, and makes it difficult for users to find their notifications and create content for their accounts. Now, users have to return to their home screens in order to access notifications, go live or create posts. What has made everyone angry is the fact that you are able to switch over to Instagrams e-commerce platform as seamlessly as possible, which has drawn attention to the money-making side of the business. Yes, we all knew the app was out to get money, but it’s different when it is in your face all the time. And then comes Instagram Reels - the real failure in all of this.

You see, TikTok has become a social media phenomena and Instagram is doing what it can to compete with the platform - and apparently Reels was its competitive idea. However, this feature has been slammed by journalists, users, influencers - and even the The New York Times. The problem is that Reels does not offer the same amount (or calibre) of editing features that TikTok provides and it mostly consists of videos that were created via TikTok anyway... The TikTok logo is right there in the videos, guys!

When the new layout was launched a loud influencer outcry echoed throughout social media land - with beauty guru and makeup influencer, James Charles, leading the charge. Charles (ironically) took to his Instagram stories to share his frustration with the app - and did not hold back.

Charles angrily stated, “They moved everything around and it makes it very, very clear where their priorities lie, and that is making money and only making money.” He continued, “People are saying that their posts are not being seen, that their ‘Explore’ page is broken, that their notifications are not going out, that they’re not growing, and most importantly that people are not seeing posts on their own timeline from their best friends and family that they press the follow button on,” Charles went on to say, “And instead of making those changes and fixing the app Instagram keeps making changes that literally nobody is asking for.”

The problem is that Instagram is not growing with its users, while at the same time, preventing its users from growing on the platform. Even before the new layout was rolled-out - influencers began to notice a shift in their reach, engagement and impressions. (James Charles had something to say about this too.) The thing is, the app seems to be pushing creators to invest in sponsored ads, whereas before, the algorithm gave creators a chance to trend organically.

Because of the original algorithm, influencers were created overnight, and regular people became Instagram stars in the blink of an eye. Instagram seems to have forgotten that this is why people became so hooked on the app - and now TikTok seems to be the place to turn if you want to become famous, successful or well known in your specific industry. Basically, Instagram wanted to compete with TikTok but seems to have dropped the ball entirely.

However, what is genuinely upsetting about these changes is that so many small businesses solely use the app to reach their audience and the new layout makes it almost impossible for these businesses to gain organic reach.

Angry, rich, privileged YouTuber’s and influencer’s aside, this change significantly affects small creators and small businesses. And in the time of COVID-19 and financial unbalance, this is an issue that people are not going to take lightly.

Is this the End?Do you think Instagram should be gambling with these changes when new and more advanced social media platforms are being created daily?

Do you think Instagram can come back from this? Hopefully Instagram can keep up. Or in the words of James Charles’ haters it’s, “Bye Sister.”

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HubSpot is a customer relationship management (CRM) software, providing businesses with a central place for all business information and operations to operate from. HubSpot describes CRM as a system for managing relationships with your customers.

This provides a collaborative flow of information geared towards growing your business and providing customers with a seamless experience. With this system, your business’s teams will share information relating to the context of each of your customer’s needs, wants and current state. With this system in place, you can operate your business with three main focuses, namely marketing, sales and customer service.

The software is scalable, with templates to get you started and tools available in package options when you upgrade. HubSpot develops and facilitates relationships between businesses and customers by managing the organisation, tracking and creating these connections. In other words, you’ll be able to enter the Arabic market in a way that attracts and retains customers.

HubSpot’s tools make the management of tasks and data simple and automated, which are benefits that boost your productivity and insights, as well as relays there to your customers. With this technology backing your website, your customers are greeted by your business’s offers in a user-friendly design that is designed to meet their needs and foster a relationship with them.

MarTechWhat is

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HubSpot’s Inbound Marketing Methodology combines a marketing approach with the tools necessary to carry it out. The software is designed to holistically build on customer relationships and experiences. It combines content, social media, search engine marketing and branding. This works to attract, convert and nurture high quality leads, making it an asset to businesses and marketers.

How can HubSpot help marketers?

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Metrics are the New Wizard of Oz By: James Piecowye

Any time we talk about the effectiveness of digital tools such as webpages, socials, podcasts, video and more, one of the first questions asked is: what do the metrics say?

Metrics are simply a way to measure somethingIn 1974 Wenmouth Willams and David LeRoy researched alternative ways to measure public radio audiences and what they discovered then about metrics rings true today. As we look at a plethora of digital delivery systems, the metrics we use give us insight into audience size and habits but the functions of those mediums and how audiences perceive them is still largely neglected and unclear.

Metrics today, like the Wizard of Oz, have taken on a mythical stature leading us to suspend reason and common sense. Like Dorthy, Scarecrow, Tinman and the Lion following the Yellow Brick Road to find the Wizard of Oz, who was not what he was billed to be just an ordinary man, we have placed an extraordinary amount of trust in metrics. Slowly we are coming to realise that metrics are not a panacea for all our questions about the effectiveness or veracity of the content we are creating.

Metrics are not the be-all and end-all when it comes to making our digital marketing decisions; they are just one tool, albeit an important one, in the mix.

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The challenge we face is not to give metrics a ‘Wizard of Oz’ status simply because we don’t understand the variability of them or what they mean in the context of what they are being applied to and how they are being interpreted.

To be clear, I am not for a moment, suggesting that we outright ignore or disregard metrics as one of the tools in our digital marketing arsenal. Still, I am suggesting we take metrics for what they are and understand their limitations.

The ‘Wizard of Oz’ effect of metrics, blind trust in their ability to tell us everything we want to know, is rooted in the simple fact that we are often not clear on what type of data we are collecting and how it might be used to gain insights about our audiences.

There are two types of data we can collect that form our metrics, quantitative and qualitative.

Quantitative data, which is numerically represented and easy to visually display on a spreadsheet, graph or presentation, is by and far the most popular type of metric we use today. Quantitative data is by and large easy to collect and easy to manipulate and is typically useful to give us a sense of the reach of our digitals. The challenge with quantitative data is that it is often used in a way, such as to determine engagement or why a person might like a webpage, and it is not suited to this task. Quantitative metrics are beneficial in the quest to know what is happening, how many people listen to a podcast or how long people have stayed on a webpage. Yet, they are woefully inefficient at answering the question of why they listened so long or stayed on the page al all.

To answer the question of why or gain insight into the engagement of an audience, we turn to qualitative data. The challenge with qualitative data is that it is more complicated and time-consuming to both collect and interpret and is less agreeable to straightforward visual representation. Qualitative information is often obtained from an interview or maybe a diary where broad, open-ended questions can be asked.

The goal with any metric is to understand what it is telling you and what it isn’t saying, this is the classic qualitative vs quantitative data conundrum.

But there is another challenge.

When we use metrics for insight not only do we need to understand the type of data being used but we also need to be aware of the different platforms we are talking about because there is no universality in data between platforms. They do not necessarily collect or process the data that we use for metrics the same way.

The data we are using for our metrics is not only not standardised in how it collected, but each platform may interpret what is collected differently.

What the lack of standardisation of data collection and interpretation means for our digital media is that we need to be aware of the limitations that exist in terms of using metrics to make firm pronouncements about reach and engagement. Such limitations set the trap of the ‘Wizard of Oz’ effect, where we believe that metrics are all we need for successful decision making.

To highlight the challenge of metrics, let’s consider the case of podcasting and how a few different platforms collect qualitative and quantitative data to create reach and engagement metrics.

Youtube is at the top of the pack, providing reach and engagement data. For reach metrics, we have watch time, average percentage viewed, average view duration, audience retention and rewatch numbers, impression click-through rate, card click-through rate and unique viewers as a starting point. For engagement, we have comments, shares, likes, dislikes and playlist engagement to get both qualitative and quantitative data. Although the qualitative data is limited, it is a starting point.

Anchor, Spotify’s podcast service, is rich in quantitative data but weak in qualitative data. What we do get from this platform is the total plays of a channel, estimated audience size, plays per episode, listener location, gender, age. What we do not know is why someone might like one show over another with any certainty.

A further challenge with podcasting metrics is that while a podcast may live in one place like Anchor, it may be distributed to many other podcast services like iTunes, Deezer and Google Podcasts, to name a few. These services also collect data and may not share that data with the place the podcast is homed, creating inaccurate or even misleading metrics for a podcast. Furthermore, there is the possibility that the method of these metrics calculations can change at any given moment, as has been the case with Anchor over the past six months.Apple is interesting because it will provide details on how your content is being listened to and provide an analysis of listener patterns and locations against segments of an episode. But there are limitations. First, Apple only displays data from users who agreed to share their diagnostics and usage information with providers. All data is aggregated, and no personally identifiable information for any customer is shown. Also, Apple does not share this data with other podcast platforms that may be sharing it for distribution.

Deezer the popular French streaming service organises its data into analytics, and audience categories and both are essentially quantitative data sources with limited qualitative data. The analytics category shows the podcast’s number of streams, unique listeners, fans and shares of your podcast, as well as the total and peak listening time. The audience category shows the age, gender and medium of your fans, be it via desktop, mobile or web.

What the limited examples above demonstrate is the variability and lack of standardisation of data collection and the fact that in some cases, the data is incomplete. Yet, this data is integral in making decisions about the veracity of digital products.

In the case of podcasting, what is also missing from the metrics is the impact of sharing and posting to other social media platforms, which all have their platform-specific metrics.

This takes us back to where we started.

The challenge we face when dealing with metrics is not to give them a ‘Wizard of Oz’ status simply because we don’t understand the variability of them or what they mean in the context of what they are being applied to and how they are being interpreted. Metrics are essential, but they are not all the same, and they are not perfect or complete. What metrics do is give us insight upon which to make more informed decisions they do not make the decisions.

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By: Shannon Correira

SOCIAL SHOPPING: Social shopping will become available in more countries around the world, allowing consumers to shop posts with ease. This is a key development for retail businesses as it presents another avenue for revenue generation. Storytelling selling will be more important than ever.

INFLUENCER MARKETING:Influencer marketing continues to be an e�ective form of social media marketing. There is a rise of influencers on new platforms, and the relationships that businesses have with them is becoming more niche and a�liate-based.

VIDEO:Video continues to dominate as the most engaging form of content and is also a great way to rank in terms of SEO. This content should be high quality and communicate various aspects of your brand and customer journey in varying formats (such as lives, stories and clips).

LOYALTY:In 2021, people want to support each other and the brands who care about them. If your e�orts have been successful in keeping your community close, you need to reward them for their loyalty through benefits and membership o�ers.

LOCALISATION:The 'near me' tag is crucial for 2021. People are looking for convenience and building networks of support within their communities. This is an e�ective way to reach niche audiences and appeal to people in a very personalised manner.

EDUCATION:There is a strong desire for educational, informative content online. This is best when provided as an added value for your audience. Providing interesting and helpful content with authoritative sources are of great importance - use simple, eye-catching formats such as animated videos and infographics.

DETOX:Several people are seeking digital detoxes as a means of avoiding fake news, advertising and data sharing. Marketers will have to balance their marketing e�orts in order not to push people away and also to cater to those who opt to remain oine.

MESSAGING:It doesn't get much more personal than someone's inbox. This trend continues to grow from the year prior, with more sophisticated technology (chatbots) options being used to communicate with audiences directly. This is an excellent tool in terms of o�ering support as it appeals to people's need for instantaneousness.

AESTHETICS:The look, feel and design of your social media channels and the content you post needs to be thematic and reflective of the zeitgeist. Quality is one thing, but having information that fits the moods and sentiments of your audience is another. This means you need to appeal to the senses and the psyche of your audience.

INTERACTIVITY:Content is becoming highly technical, with AR/VR and -360degree videos becoming more accessible tools for brands to use. This is a great way to give people the best possible interactive virtual experience and can be highly influential when it comes to purchasing decisions.

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TOP 10 SOCIALMEDIAMARKETING TRENDS

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By: Shannon Correira

HAVE A SPEAKER: If you'd like to ensure your business remind front of mind in the industry with an authoritative position, approach events and exhibitions by o�ering to have a speaker. This will ensure you are present and engaging with a relevant audience, without incurring the costs of exhibiting. When going this route, try to make it an interactive experience for the audience by having technologically creative ways for them to contribute in real-time.

DO PERSONAL VISITS: Whether its customers or industry leaders, you can opt to do personal visits instead. This way, you are still making personal networking connections and can showcase the best of your o�ering with a presentation or demonstration, without causing much inconvenience or disruption for them.

SKIP THE YEAR: Many businesses are facing financial strain in 2020 and will need to recover in 2021. With that being said, it may be necessary to skip events and exhibitions for the year while you regroup. This can save you in the long term as you can come back stronger the following year, rather than displaying something mediocre.

STAGE AN EVENT: You can record a seminar speech to share (however or where ever you'd like). These can be powerful speeches, though it needs to move beyond the TedEx format in 20201. Record the speech using multiple view cameras and consider using a voice-over when necessary, as well as a green screen to display high tech graphics for a truly captivating delivery.

MIMIC POPULAR SHOW FORMATS: Host a webinar series that applies to your customers, employees or industry friends. With interview-style talks and discussions, you can produce and share regular content that is relevant and informative - you may be distancing, but at least you won't be missing out this way.

VIRTUAL EVENTS AND EXHIBITIONS: A viable option, highly favoured for its scalability, reach and in-depth analytical capabilities. However, this too has its drawbacks, and there is no telling whether virtual events and exhibitions will fully replace the benefits of in-person meetings and gathering post2021-. However, it is definitely on the cards for at least the next 12 months. Many industries are hosting virtual conferences that o�er digital booths and exhibitions. This presents you with the opportunity to gather a tech team to deliver innovative and immersive online experiences. The possibilities here are ripe as these formats are still in their early stages, so this could be a great way to get ahead of the pack. As this develops, more businesses are likely to employ augmented reality setups. Be wary that this option does have its drawbacks, such as getting the attention of

HOST YOUR OWN: Consider hosting your event, rather than travelling to exhibit elsewhere. Utilise your current venue for an event over a day or two, where you can invite all of the people you would have liked to network with. This can be expanded to become a regional event, and if you have the capacity, you can invite other industry-related businesses to exhibit with you.

SEND REPRESENTATIVES: You can attend an exhibition without exhibiting and instead rely solely on having a couple of your business representatives there. They can network on your behalf and participate in essential sessions so that you can still make an impression.

REDIRECT THESE MARKETING COSTS: If you decide to skip the event and exhibition scene yet still have a marketing budget, consider ways in which you can redirect these costs e�ectively. Pour this into campaigns and expanding your presence online with more high tech systems and website refreshments, for instance, or more robust paid advertising on social media.

EVENTS AND EXHIBITIONS IN

2021 - REALTIES AND ALTERNATIVES

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Digital Growth - Dec. 2020By: Shannon Correira

TOP 10 MARKETING TIPS

RESEARCH: In 2021, no can risk being uninformed. Businesses will need to continuously research all sorts of relevant information and, importantly, react with agility.

BUDGETING: Depending on your business, changes to your budget are likely to occur, or you'll be in a position of adjustment. You'll need to make your money stretch, so determining the best ways to spend your marketing budget is imperative.

UPDATES: A crucial part of your digital marketing will be to audit and update your online presence. This pertains to Google's information on your brand, as well as the look and feel of your website.

SEARCH ENGINE FRIENDLINESS: Search engine algorithms are constantly changing, so your marketing team needs to follow these updates and act accordingly. This is key to marketing your business eectively.look and feel of your website.

DATABASES: Growing your database should be front of mind, as this not only grows leads, but it also provides a valuable source of contacts and data for your business. Luckily, digital marketing makes this easy to achieve.

PROMOTIONS: Your audience is likely feeling the pinch of the world's economic troubles. Therefore your business will do well to have promotions that provide extra value to the consumer, even if it's as simple as oering free delivery incentives.

BE ACTIVE: Your business should be reliable, providing essential information consistently. This will help with brand recognition and credibility. In other words, even if your budget tightens, do not let your online marketing suer.website.

AFFILIATIONS: To increase your online presence, you need to develop a positive network of partnerships. These can grow your audience and authority and can be based on connections with both your audience and partners.

PUBLICITY: One of the most significant abilities of online marketing is the ability to network. Use this to your advantage and gain publicity where you can to improve and extend your brand image.

BRAND RECOGNITION: Being seen and heard by your audience is what digital marketing is all about, and if you do it correctly, you can reach them with acute accuracy. Use all channels available to make memorable impressions and interactions.

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Marketing Forecast for 2021 - Digital is ChangingBy: Shannon Correia

In this article, we’re taking a deep dive into the marketing forecasts with the digital realm of marketing. The best thing marketers can do is to be aware of the changes coming their way and know how to prepare for them.

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Data discrepanciesIf you’ve Googled something lately and it didn’t quite match you with exactly what you needed, know that that was not an error. Search engines are seeking to become destinations within themselves. When we search for a business, for example, we get a neat box with the ability to contact them directly, missing the site all thought. We now also get various related words to search for next along with the term we started with. Searches are getting the content they search for without having to click to go into a site, and they are being offered relatable searches to encourage further searching. The more we search, the more opportunity there is for us to be exposed to paid ads online. It is the start of what will become ‘no-click searches.’

Markets should therefore be preparing for an increase in costs and a decrease in conversions in 2021. Another thing you need to be doing is analysing your SERPs. Your business needs to know where you’re showing up online and how you look online. This needs to be controlled as far as possible in terms of your owned media. This is because the selection pool of information available to search engines is what will ultimately be passed along to the searcher. If the data is insufficient, incorrect or outdated, the negative perception falls on you.

Content strategy needs to shiftWith the changes mentioned above, every view you get will need to be held in high regard. No longer is gaining traffic a goal - marketers in 2021 will need to work hard to keep that view and entice the audience to stay longer on their site if there is to be a conversion. These changes require you to do more while facing the reality of fewer views in future.

Because of this, you need to ensure that the content you share answers the right questions that people searched for. It needs to be in-depth, with pillar content that can create a desire for deeper dives into your site. Having accurate keyword searches is crucial for marketers to achieve this. Otherwise, you will merely be providing this desired, valuable content, though it leads to no further action taken by the viewer.

What marketers will need to do is consider their entire digital presence very carefully and then work on effectively managing it continuously. This should extend beyond your website, reaching all points of contact and online channels about your brand. Failing to do so can be detrimental, such as leaving negative reviews or having old posts in circulation. Marketers need to cater to Google, thinking about how it wants to view this content and then base their strategy on that.

The velocity of contentWhile content remains king in 2021, it is important to ensure it is positioned to provide your business with value. Therefore your metadata and schema codes need to be accurate and telling. Content is still what resonates with audiences, yet the way to approach this needs to change. For instance, you need to evaluate what your competitors are doing as this will help you to ensure you are not only on par but adequately differentiating your business from theirs.

Content that you have needs to be updated - people are looking at publish dates and discounting older posts that are not noted as having been updated since then. Content revamps are required on an ongoing basis.

When it comes to updates and catering to Google, one must remember that it is updating every single day. Therefore the requirements of last year are no longer relevant - you need to keep informed and produce content to meet the current algorithms. Work on making your site better and designing it in a way that drives conversions - make it easy and inviting for people to take the next step and engage further.

When it comes to putting values on content and scaling the velocity thereof, make analytical predictions for your shareholders. Consider value in various terms, not only in terms of conversion but in the case of awareness too.

That wraps up the top 3 predictions in marketing for 2021. As expected, the digital world continues to shift, albeit more significantly now. By having the above in mind when it comes to your marketing efforts and campaigns online, you can work with the algorithms and get your brand the kind of results you’re after.

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Website Design in 2021: Tips, Tactics and moreBy: Toni Becker

According to a recent study, there are over 1.8 billion websites, around 200 million active websites, and every day there are thousands of new sites being added to the existing online competition. With these statistics in mind, it is important that you make sure your business is consistently keeping up with the latest web development and user experience, if you do not keep your site up to date, you will slowly drop in the search engine rankings, while your competition rises.

Web development and web design has evolved right alongside advancements in technology and online trends, and 2021 is the year of interactive, futuristic, and engaging websites.

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VlogsVideo marketing has become one of the most popular digital marketing tactics, in fact, 54% of consumers have stated that they want to see more video content from businesses (HubSpot, 2018) while a 2019 report shows that 87% of marketing experts use video as a marketing tool and 73% of consumers state that they are influenced by a brand’s video marketing social media presence when making a purchase decision online. And when it comes to lead generation, video marketing is a powerful marketing tool, according to Optinmonster, video marketers acquire 66% more qualified leads per year, and the same study concluded that video marketers achieve a 54% increase in brand awareness.

The above statistics prove why video blogs, also known as vlogs, are quickly becoming the future of blogging and content creation. Creating a vlog on your website, or adding video content to your website blogs in 2021 will ensure more engagement with your target market and will lead to greater trust in your brand.

The Benefits of Vlogs for your Website:A personalised user experience: With vlogging, your audience gets to enjoy a more personalised experience from your brand, as it allows them to view your business operations, services, and your day to day brand message. This kind of visual and engaging content will make your brand appear more trustworthy, which in turn leads to more conversions.

It promotes your other content in a more dynamic way: It is always great to share static imagery and written blog content online, but by having a vlog page, you are able to promote new content and products in a more appealing way - by visually showing your target market your offerings in action, the team behind your offerings, and why your product or service is the best in the industry.

Vlogs drive a user to action: Because vlogging feels more personalised and less like a sales pitch, it becomes easier to persuade viewers to take a specific action, and if you produce video content that users find engaging, useful and valuable, they’re likely to adhere to your CTAs and this inevitably drives conversions.

Your website vlogs can be shared across platforms, from Facebook to Tik Tok and YouTube, ensuring your marketing efforts reach even further - which in turns, drives traffic directly to your website.

Live ChatboxRight now, digital marketing needs to be focused on customer service and user experience, and this is why the Virtual Chat box continues to grow in popularity. Live chat is well suited to providing customer support and through this technology you are able to solve a customer’s problems faster and improve customer satisfaction.

The benefits of Virtual Chat Boxes on Websites:Customer Support: With Live Chat, you can instantly support your potential and current customers, saving them from the hassle of dealing with long and tedious IVR (interactive voice response) menus before they can speak with a human. From a customer’s perspective, this alone can turn them into a happy customer and from business’s perspective, live chat helps one step towards achieving your goal for world class support.

Instant Communication: Emails are still a trusted and preferred means of communication among consumers, but this kind of communication means that they have to wait hours, if not days before receiving a response. With Live Chat, you are able to speed up the checkout process by answering product or service questions instantly, and provide fast and efficient technical support to existing members - essentially, live chat will convert leads into customers, quickly and easily.

Cost Saving: Website live Chat helps you decrease your customer service costs by decreasing the demand for phone support. At the same time, you will be able to interact with a larger customer base because a skilled agent can easily handle up to 3 customer interactions simultaneously through this platform.

With consumers becoming ever more accustomed to instant communication and instant gratification, it is fast becoming necessary for businesses to implement live chat boxes across their websites, and this will be a significant web design trend for 2021.

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3D Elements and Artwork3D elements are becoming a popular trend for website design as these usually bright, eye catching designs act as a bit of “eye candy” to lure the users attention. You will also notice that these 3D elements are usually used against a clean and minimal background, ensuring that the viewer is not overwhelmed when they visit a page.

3D design elements are a great idea for e-commerce sites as they provide the viewer with a sense of realism when they are looking to purchase a specific product.

Benefits of 3D Elements for E-commerce Websites:Realism: 3D images allow a user to get a fully rounded idea of what a product will look like in reality, making the purchase decision that much quicker.

Increased Conversion Rate: According to Cappasity 3D imaging market research, 82% of website visitors activate the 3D view on a product page, and 95% of respondents state that they prefer an interactive 3D representation to video playback.With these statistics in mind, 3D elements give way to a significant increase in key metrics such as conversion rates.

Shows Product Quality: 3D imagery allows a viewer to rotate a product, and view it from a variety of angles. This interaction and view allows the viewer to see close up detail of thevalue they will be getting from the product if they make a purchase - this is why 3D imagery is especially important for luxury items

3D elements are set to be a big trend in 2021 as they are aesthetically pleasing, fun and engaging - and tend to keep visitors on a website for longer.

In SummaryWebsite design trends for 2021 are embracing a sense of “futurism” like never before, from attention grabbing videos and interactive animations to live chat bots, modern website design is all about keeping the attention of the user and creating the best possible customer experience.

Motion, Animation and InteractivityAnimation and video have always been a great way to engage online users and grab their attention, and they have become even more relevant, as online audiences attention spans continue to decrease due to a variety of online distractions. So, how does motion and animation keep the online audience engaged on your website? Our eyes are instantly drawn toward any moving element, and this biological fact can be used to control the way a visitor views a certain web page.

The need for engaging and moving elements on websites is increasing, from micro-animations that offer feedback as a user hovers over a particular element to interesting typography that scrolls across the screen in a header, to full screen animations and video headers.

Benefits of Animation and Motion on your website:Capture the users attention: According to a study, you have .05 seconds, or 50 milliseconds, to make a positive first impression on a website visitor and this is hardly any time at all. Animation and moving elements make for an excellent UX design tactic as movement will draw a users eye, improve first impressions and decrease click-through rates.

Increase Engagement: An animation is a powerful tool for increasing user engagement with a brand website. Animating website elements such as a call to action buttons or the navigation menu work to encourage users to click, explore, and remain on a page.

Customised Content to Stand Out: Unique animations are a great tool for establishing a businesses tone and one of a kind personality. Creating custom animations that suit your brand message and goals will show visitors that your organisation offers something that your competitors do not.To make this trend work for you in 2021, you need to think of what areas of your website you would like your audience to focus on. Keep in mind that motion can also be distracting when used incorrectly, so be sure to work with an experienced website developer and website designer to ensure every element of your design is used strategically - essentially, make sure that the moving elements on your page tell your brand story correctly.

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Hospital Marketing in 2021 By: Toni Becker

In March 2020 the world was forever changed as the COVID-19 pandemic spread quickly and without warning across the globe. Hospitals were at the forefront of the global pandemic response, and we were inundated with news articles that used words such as “at capacity” and “ventilator shortages” on repeat.

The preparedness and response of hospitals to the outbreak garnered monumental press, some positive and some negative. This media coverage, combined with concern around new hospital procedures and care, has had a significant impact on the patient experience.

As hospitals were thrust into the spotlight, we have seen a renewed focus on PR, brand management and communication - and all of these efforts have placed strong focus on the patient experience. And as we head into 2021, this is not going to change anytime soon - COVID-19 is still a part of our lives and hospital marketers have to remember this as they put together their strategies for 2021 through the COVID-19 lens.

To be blunt, healthcare marketers have plenty of challenges to face and overcome in 2021. However, healthcare marketers have always had to adapt to change, and they will do the same in the coming year.

Here, we take a look at the most promising trends and tactics to use for healthcare marketing in the coming year, and we provide some thoughts on the future of hospital marketing as we head into the new normal.

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Patients are the PriorityWhen it comes to healthcare marketing, patients have to be the priority and now, the priority of the patient has become even more vital. During the pandemic have you visited a healthcare facility? It is not as easy as it used to be, now you have to make an appointment well in advance, go through various check in points and procedures before you can even walk into your doctor or health care professionals rooms.

Hospitals need to realise that it is not the job of the patient to figure this all out rather, the hospital itself needs to audit every touchpoint across the patients journey in order to enhance the interaction so that the patient feels secure and confident in their level of safety.

Where do marketers begin?Mobile Apps: Marketers need to try and optimise the entire patient experience. There are a variety of mobile and online apps such as MyChart that provide excellent user experiences that can help patients and healthcare workers alike.

Website Content: Update your website content as well as your site navigation to make COVID-19 information available and impossible to miss. A dedicated COVID-19 related page should be added to the website that includes Frequently Asked Questions, informative links and Call to Actions that make booking an appointment or scheduling a procedure as easy as possible.

Automated Communication Systems: Take another look at your communication systems, including your phone system, call routing and email communication. Make sure that all your automation systems include information related to COVID-19 and safety procedures. This ensures that your patients receive the information they require without having to have a live phone interaction.

Business Listing Updates: Something many marketers may forget about is their business listings. Most people use Google Maps or the likes to search for healthcare providers in their vicinity especially when it comes to urgent care. Make sure that your Business Listings are updated so that your potential patients are able to find you as soon as possible. Also make sure to include health and safety information so that your patients know what to expect.

Communicationis KeyThe way the public uses hospital facilities has changed dramatically over the last few months and routine visits have become vastly different - and this is why patients need information.

While proactive and authoritative information and communication has always been a part of healthcare marketing, today the focus has had to shift toward safety protocols and practical information. You see, people need facts and they want information on prevention, testing, symptoms and treatment. It is up to the healthcare marketing team to meet this demand head on, and by doing so they will nurture patient relationships and build trust.

Where do marketers begin?This may sound like an overwhelming task, but it is actually the perfect opportunity for brand building as marketers are now able to humanise their communication strategies. A study done in the US by Forrester stated that 52% of online adults prefer to purchase from businesses that explain how they are protecting their clients from the thread of the virus - and this needs to be applied to hospital and health care environments too (if not, more so).

So, it is vital that every piece of marketing communication, from social media and blog posts, to print media, resonate with a sense of compassion, trustworthiness and usefulness.

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Brand Management and Brand ReputationOne thing all healthcare marketers need to focus on is people before profit - especially during a pandemic. According to research from Edelman, 71% of people lose trust in a business or brand if they feel like this is what is happening (and rightfully so). Remember that what your brand says and does during this time has more visibility than before - and this is especially true when it comes to the healthcare industry at the moment.

The same study by Edelman stated that 85% of people will use brands that put in the effort to educate consumers, and this is a great opportunity for hospitals as consumers believe medical doctors to be the most credible source at this time - so take advantage of this and use your doctors insights to help patients and keep them informed.

Where do marketers begin?Be Transparent: Do not omit details in any way. For example: if your hospital or practice has had to cut down on operations, make your audience aware of these changes. This kind of transparency also increases workflow and makes the check-in process for patients that much easier - the more transparent the better.

Be an Authority: As a medical facility, patients will look to you for credible and trusted information about their health in general, and about their health during the pandemic. Make sure to distribute physician sourced information on your communication and marketing channels. This kind of commitment to content creation will establish your hospital as an expert in the field. Think about it like this: if you are constantly updating your website with helpful information, your page will rise up the Google ranks and potential patients will come across your information before they come across any other data. This is done through Search Engine Optimisation and content creation tactics that are vital at this time.

Reputation Management: Make sure you have a strong review program in place. That is: your patients are able to leave reviews about their experience in your hospital - this is a great form of digital reputation management and is also an opportunity to learn about what your patients expect from your hospital - helping you improve your services and patient experience. Speak to your Community: As we have continually stated, people are turning to medical professionals for credible and authoritative information. This is why your social media platforms need to be moderated and used correctly and professionally. Through your social platforms you have a chance to answer questions in real time, build brand awareness and push engagement.

Content is KingContent marketing and Search Engine Optimisation (SEO) are vital for digital marketing in the medical industry today. As stated previously, patients want information, and helpful information at that.

In order to find the data they are looking for, patients will turn to search engines and this is why your Search Engine Optimisation and content creation tactics need to be in place for 2021. Organic search has not stopped in the wake of the pandemic and it is a mistake to disregard this tactic as you head into the new year.

Where do marketers begin?Budget: Make sure to use your budget wisely and keep room for quality content creation and SEO tactics. This is an investment and asset as opposed to a spend. Getting your hospital website to rank higher than your competitors ensures you receive more patients or more queries than they will. Also remember that SEO is a long term strategy and will serve your well in the future.

Local SEO: As people are still scared to venture out of their comfort zone, and this doesn’t seem to be changing anytime soon, it is important that you place emphasis on your local SEO. Therefore you need to optimise your content creation and listings for your local target market.

Content Creation: Information is needed at this time, and as a hospital you are a medical authority that is able to provide the content that individuals are searching for. Put together rich content such as guides to helping people stay safe at university or in schools, or create a COVID-19 safety checklist that people and patients can download from your website. Not only are you able to collect lead details through this kind of tactic, you are providing your patients with something that they NEED and will appreciate during this time.

In SummaryPatients before profit! A theme across all the above points is that healthcare marketing should be aimed at guiding the patient experience and making it as streamlined and secure as possible. 2021 goes beyond simple marketing tactics and comes down to using your platforms such as social media, email and your website, as a way to keep your audience informed.COVID-19 is not going anywhere anytime soon, and when it does communication will still be vital - and this is what hospital marketing should always focus on anyway.

With goals in place and planned content, your strategy will be effective and beneficial, not only to your business but to society as well, providing valuable information that is powerful and necessary.

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Sales Strategy in 2021: How to Win at Sales in the New NormalBy: Toni Becker

2020 has been a difficult year for most businesses and the thought of making sales and reaching targets in the new year has left many feeling anxious about the future. But the future of sales is not as lacklustre as you may think, and it comes down to understanding the consumer, reaching your target audience at the right time and making the right technological investments. We live in the digital age, and with that comes an array of technologies, and when it comes to sales in 2021, technology and automation is the ultimate investment and business asset.

According to a recent survey by Capterra, 50% of businesses state that sourcing the right sales technology for their business is their biggest challenge. With a variety of technologies available, it has become difficult and stressful to pinpoint which one will work best for your business and it all comes down to identifying your goals and targets, and discovering what software and tools will be the best fit for your business going forward.

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Technology meets Sales for 2021Technology is an integral part of sales strategic planning and businesses are beginning to understand just how beneficial technology can be for business growth. In 2021, Customer Relationship Management (CRM) software is the way forward as it can drastically alter the way a business functions and has the potential to impact sales and business growth significantly.

The Benefits of CRM software for 2021:Right now, finding customers willing to spend money is not easy, and once you do find customers, it is more important than ever to maintain strong relationships with them. CRM software allows you the opportunity to centalise, optimise and completely streamline communication between your business and your clients or potential clients, ensuring you stay front of mind during this uncertain time.

Below, we outline 5 CRM benefits that will help you win at sales in 2021!Greater Customer Satisfaction As a sales team gains more leads and customers, it becomes difficult to streamline and centralise communication with both existing and potential customers. This is because conversations become suffocated with email after email, and scattered spreadsheets and lost hand written notes lead to human error and inconsistent interactions. This kind of erratic and stressful communication inevitably leads to customer loss and financial loss.

A CRM stores all your customer and potential customer data in a single place, which makes for an immensely powerful communication tool. Not only will your sales team be able to access a contacts full name and contact information, they will are able to find beneficial facts about a lead such as where they are in the buyer’s journey, how they came across your business, what product or service they are interested in, and even their career position and birthday. For a sales team, having this information is vital as it helps them assess a lead’s needs and wants, and assist them in tailoring and personalising communications.

A CRM will also keep track of all activities, projects, live chat messages, sales, invoices, emails and customer service requests that a contact has ever been a part of. Essentially, a CRM allows your sales team to better understand a contact and what they want and need from the business.

Greater SegmentationNo marketing or sales team wants to engage with the wrong audience, and a CRM allows for greater audience targeting and segmentation. With a powerful CRM, you can break down contact data into specific categories and criteria. This allows your sales and marketing team to run specific customer campaigns designed for a particular audience - when you know who you are speaking to, you can consciously personalise and tailor your message, and your sales pitch.

A strong CRM software helps you know who is truly interested in your business, who is still making a decision and who is completely uninterested. This makes the sales process much easier for your team, saving them time and improving your bottom line.

What is Customer Relationship Management Technology and how can it increase sales in 2021?Customer Relationship Management software, as the name suggests, is designed to manage a company’s interactions with customers and potential customers. A CRM will help to streamline processes, build customer relationships, improve customer service, increase sales, and increase profitability. Essentially, the goal of a CRM is to improve all business relationships.

How does it work?Artificial Intelligence: CRMs are AI driven tools that are able to automate tasks such as marketing campaigns, email marketing, and lead nurturing, and data collection. This allos time for sales representatives to spend more time on selling, and less time engaging in manual, repetitive tasks.

Analytics and Metrics: CRMs provide in-depth insight into sales data, which allows for greater predictions and planning, including when to contact a lead, and the best way to engage with them as they move through the buyer’s journey. With such intelligent data collection and tracking, you are also able to see the success rate of your sales team, as they complete tasks and move toward making sales.

Sales Tools: Because of its AI and automation capabilities, a CRM allows for better marketing and sales collaboration, alignment and customer/potential customer messaging, which drives sales and improves customer service.

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Greater Customer RetentionApart from being a great way to find and nurture potential leads, a CRM is also a powerful tool for keeping your existing clients happy. A CRM also works for customer retention as it helps you keep your promise to your clients by reminding your sales team about appointments or when to follow up on emails.

However, the real advantage here is that a CRM can prompt a sales team to reach out to customers who have not been contacted in a while, ensuring you continue the conversation and stay top of mind at all times. And here is the best part: a CRM will help you implement and orchestrate your marketing activities through automation. The software will send our personalised email campaigns, customer survey emails, or post purchase emails - at the right time!

Greater Understanding of NeedsAny sales team is more confident when they know what to expect from a lead or current client. It is so much easier to sell or up-sell when you are able to fully track a contact’s buying habits.

One of the primary benefits of investing in a CRM is that it can help your sales team sell more and sell quicker, because they have access to a customers interaction history and the entire customer journey, which allows them the ability to anticipate and prepare for a customer’s needs.

Think about it like this: if a sales representative knows a contact’s purchase history, that is: what they purchased and when, and even how they became a customer (where they found your business), your sales rep and marketing team can be proactive and come up with better offers and present this offer to a client at the right time.

Greater and Faster Communication The last thing your sales team should do is keep a potential or current customer waiting, and replying to a query quickly is a sign of true professionalism and establishes trust. You can save your customers time by using a CRM, as it offers a set of customisable, ready to use email templates, proposals, documents, invitations, quotes, etc. This saves your team time and ensures your customers get a response as soon as possible.

Another important benefit of a CRM is that it helps your team draft messages, and schedules their dispatch days, weeks and even months in advance!

Customer Relationships as a Sales Priority in 2021Your leads and customers are more than a simple sales opportunity. You may have the best services and products on offer in 2021, but you will not sell a thing if you do not provide the best customer service.

Building strong relationships with the consumer should be your greatest priority as you head into the new year - because without this, your sales are sure to take a knock.

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Creating a marketing budget for 2021 - How to get startedBy: Toni Becker

Your marketing budget refers to the money that is invested in your marketing efforts, and where it will be funneled to allow your marketing team to create meaningful results for the business as a whole. When creating your marketing budget for 2021, you will understand how to calculate your budget based on what marketing platforms work for your industry and how to align your budget to suit your goals and drive return on investment.

After the unpredictability of 2020, you may not be focusing your efforts on planning your marketing budget for 2021, but it is important to remember that marketing is the lifeblood of any business as it is designed to gain your business leads, and convert those leads into paying clients. Your marketing budget is directly related to increasing your businesses bottom line and needs to be implemented with strategy and research.

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Where to begin when planning your marketing budget for 2021Your marketing team will be dealing with multiple projects throughout the course of 2021 and they will have to be able to prioritise these projects. By putting a strong marketing budget in place, your team will have the clarity they need to funnel your budget into specific projects, ensuring the most meaningful impact for your business.

There are three primary points to consider when putting together your marketing budget:1. Make sure the cash flow can be justified, or else your

business can spend it elsewhere,2. Make sure your marketing efforts can be measured, and

that you will be able to see the growth for your company. Understanding exactly how much you are spending can help paint a clearer picture on how much return on investment you need to generate through these marketing tactics.

3. When your business’s finance department looks to your marketing team to determine how much investment you will be getting for the upcoming year, make sure you have a document that outlines all your needs to show where your money is going - and why it is going toward those specific marketing tactics.

Understand your Operational Costs for MarketingMake sure to fully understand what your operational costs are in regards to your marketing efforts for 2021.

In order to do this, ask yourself the following questions:

1. How much will it cost in labour and time to deliver?2. Will your internal staff have the time to take this on or will

you require additional staff for your marketing efforts?3. How much would it cost for an agency to take over your

marketing efforts?

Once you have a clearer understanding of what you will be spending your money on, you need to set your marketing budget to suit your goals.

Marketing Budget based on your Business Goals and ObjectivesWhen it comes to determining your business goals and objectives you need to ask yourself:

• What is your business objective for the quarter?• What is your business objective for the year?• How many leads would you have to acquire through your

efforts and how many of these leads need to be given to your sales team, and how many have to be closed to impact the revenue of your business in order to achieve these objectives?

What is important to note is that no business should base their marketing budget on what is left over for the year after covering other business related expenses.

Marketing is an investment, and needs to be split strategically between brand development costs such as social media marketing, websites and blogs as well as paid online campaigns.

Marketing as an InvestmentMarketing budgets usually descend from the top of the organisation where marketing teams are considered cost centres and marketing budgets are viewed as an expense. With this kind of thinking, organisations look at the last years marketing spend and tend to make a decision about where they would want to spend.

Rather than making decisions this way, your marketing budget needs to be viewed as an investment, especially as we come out of the COVID-19 pandemic and begin to rebuild our brands. An investment is something that is quantifiable and ascertains a return on investment over time, this is why digital marketing is the ideal place to focus your marketing efforts as you are able to measure all your marketing efforts and translate them into cold hard cash.

For example, many businesses use Search Engine Optimisation as part of their marketing strategy - but are they able to see direct results from this tactic. Make sure that you work with marketing professionals that are able to measure all your efforts and present the results to you in a way that you understand.

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In conclusionPutting together your marketing budget does not simply involve how much you would like to spend, you need to understand what it is you want to achieve through your marketing efforts and you need to divide your budget to the right marketing tactics in order to achieve those objectives.

Take an in-depth look into what marketing techniques will work for your business and how you are able to measure your results and return on investment. Every business needs to view marketing as a business asset and investment as opposed to simply a hard spend and with today’s technology, you are able to measure the success of your campaigns and alter them accordingly.’

Take your Growth Stage into ConsiderationWhen you begin setting your marketing budget for 2021, you need to consider whether your business is in planning or growth mode.Growth mode means that you need to generate top line revenue as quickly as possible, and this means you may have to consider deeper investments for quick marketing techniques such as PPC, AdWords and paid social media campaigns.

Planning mode means that steady growth is welcomed and this means that you need to consider long term marketing strategies as opposed to strategies that offer quick turnaround time. This is where inbound marketing is your best option, from content creation to email marketing and lead nurturing.

Make sure to understand what you expect from your marketing and plan around what tactics will work best for you and your business objectives.

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The Year of Content - Recession-Proof and Positive MarketingBy: Shannon Correia

Content is one of the critical elements in a marketing mix. In this article, we’re looking at the factors that are influencing it in 2021. While stakeholders may have shied away from investing in it before, content proves to be a long term solution that is recession-proof. By extension, the use of content for digital PR is growing, and with good reason.

Content always takes into account three critical factors, namely the audience, the intention and the timing (since this is a long term marketing solution). The content your business creates should always serve a purpose, be it for navigation, informational or transformational.

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Recession-proof marketing with SEOMarketers know all too well the importance of optimising content. In 2021, that is going to become even more important. Content marketing has thus won the confidence of stakeholders, who have previously shied away from investing in it, finding its justification difficult.

This is because it is not an exact science - unlike other marketing efforts, one cannot accurately predict how content will perform. It is known to take longer to generate results in comparison to, say, social media advertising. However, as times of financial difficulty experienced by the world lately, content has proven its importance.

During a recession, businesses have to cut costs, with marketing budgets often being the first to be slashed. As businesses did this, many noticed that even though their advertising spend had decreased, they were able to maintain their levels of website traffic. The reason for this is SEO and the fact that content, when done right, can hold its own and speak for itself. It keeps your content steadily growing over time.

That said, content marketing remains a risky bet for many who have not yet jumped on the bandwagon. However, recent years have shown otherwise, especially in its ability to provide recession-proof marketing results. If you’d like to calculate the ROI of your content, read our blog post on how to do so here. This includes working out your cost of production and conversions. This can assist you with gaining buy-ins, as well as determining reasonable budgets for your content marketing strategy.

The state of content marketing Content is varied - it can refer to all sorts of multimedia productions by your business or brand. Diversifying your abilities will do you well in 2021, with video, in particular, being the key medium for high rates of growth and engagement. Consider content as your communication with your audience, in all forms, whether that be internal communications, social media activity or contributions made as a guest. Since this form of marketing is so effective, businesses should be working on providing various touch points where meetings with their audience are possible, from textual emails and blogs to auditory podcasts and webinar specials.

With an understanding of the strategies above, these are the key tips and trends to note for content in 2021:

Quality is non-negotiable: Providing and producing quality is no longer a USP - it is an expectation. High levels of quality must be maintained, as well as the ability to tell stories with your content effectively.

Distribution matters: Where you decide to showcase your content is vital, so mastering the best possible scheduling and automation are necessary. Additionally, the customer experience while consuming your content is paramount.Reporting must be conducted: As a recession-proof marketing

technique, one must continually measure the data received on your content. This will allow for strategic testing and improvements to occur.

Account-based marketing: Knowing your audience acutely is the only way to effectively personalise the experience for them, in line with general marketing trends. This will ensure you produce content that meets their needs effectively.

Become a content leader: Evaluate your competition and ensure that you deliver the best possible offering to your audience among the lot. This not only refers to the substance but the ability and scale as well.

Content Creation for Digital Public RelationsDigital PR should be your company›s focus in 2021 because it improves your business›s ranking and credibility. Those are two qualities that in today›s day, are priceless. That being said, it requires a concerted investment of both time and effort. The results take time before they appear, but when they do, your business will continually rake in the benefits.

Public relations is all about being seen and talked about, or in business terms, gaining awareness and visibility for your brand. This is a business function that has evolved, from traditional means to advanced digital ones. It has the power to save your business during times of crisis and can be the modern-day word of mouth that is so valuable to companies.

Some of the other most notable benefits of digital PR are that is now cheaper, more accessible, sustainable and filled with opportunities for businesses to take advantage of. When dealing with digital PR, your media lists will be concerned with journalists, bloggers and influencers. These are the people who have relationships with a matching audience to yours and the ability to influence them.

Your company’s focus for 2021In 2021, audiences care about what they consume and want to be assured that a business›s values align with theirs. This is what can make digital PR so appealing since it provides a trusted representation of your brand from a third party. It is not the direct messages shared by a business, but rather a trusted source who advocates for it. In a world where success is built upon credibility, having this social proof is paramount.

When building relations with key personnel, businesses increase their coverage, and with that, they can improve their rankings online as well. Rather than merely sharing press releases, for instance, a PR agency can provide you with a topical article that mentions your business, or perform a study with surveys that relates to your business. These are the new kind of advertorial content that is then picked up and repurposed on various platforms.

With this new way of gaining brand visibility, your business will increase its leads through the volume of mentions and links created externally. This results in credibility not only with your audiences but with search engines too. Agencies who provide

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DIGITAL GROWTH

November 2020 | ISSUE 2

digital PR have the advantage of a team of content creators to create that can produce valuable and relevant content, as well as the media lists and access to platforms which they have developed over the years.

How is digital PR conducted?• Planning: You need to structure your PR plans so that there

are goals to achieve and a vision to follow. This includes deciding upon relevant publications and audiences to suit your brand.

• Content design: This includes devising your content ideas. You will need new forms of content that are high quality, versatile and appealing due to their unique angles. It should also be able to fit different content types, from text to visual and auditory.

• Outreach: Reaching out to media and sharing your content should be done concisely and professionally. The pitches should be personal and will likely require a follow-up.

• Tracking: PR practitioners make use of tools that monitor all of your brand’s mentions. Knowing which people picked up your content and how it was shared is vital to record and can result in long term partnerships.

Digital PR is a method of reaching your audience that marketing does not have the power to achieve on its own. With more and more of the world moving online, one needs to get a handle on their digital image and presence, developing it positively as far as possible. Since much of online is all about networks and communities, it is clear to see that PR fits that bill perfectly.

There are various tools and opportunities available to businesses; however, as mentioned, this does require continued effort to build over time. It is also something that should be managed in a way that only adds to your business. For many, this means consulting the expertise of an agency. This ensures the best possible brand image is represented to the public, which is a sensitive and delicate space to operate in. Though, if done correctly, can provide you with ample benefits.

Digital PR benefits for a company• Link building for SEO• Increased traffic• Increased visibility and reach• Improves brand positioning• Build credibility• Collaborations and partnerships• Reputation management• Gain leads• Improve organic reach• Increase sales

Content has proven itself to be a recession-proof form of marketing, which will change how stakeholders view and invest in it. Similarly, with everything to gain, producing content for digital PR is essential for your company’s plan going into 2021. The key for 2021 lies in content, thanks to its ability to build on your brand’s position and standing within the digital world, which can result in the difference between your business finding growth and continued success, or becoming redundant and failing.

DIGITAL GROWTH

December 2020 | ISSUE 3

december 2020 | issue 3 · 2020. 12. 16. · december 2020 | issue 3. 2 digital growth - dec. 2020...

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