All What You Need to Know About Omni-Channel Marketing

All What You Need to Know About Omni-Channel Marketing


The buyer's journey is evolving and changing constantly, and the way in which customers reach out to your business is more complicated now than ever.

Customers nowadays tend to use several different channels and devices in a single purchase cycle. Not all of your customers are on just one channel. You must be everywhere your customers are.

I’m sure that Omni-Channel Marketing is a term that you hear a lot these days.

But what does Omni-Channel Marketing really mean?! How would it help your business adapt to the ever-changing buyer’s journey?! And how can you implement it?!

In this blog, I will tell you all that you need to know about Omni-Channel Marketing.

What is Omni-Channel Marketing?!

Omni-channel marketing is the integration and cooperation of the various channels businesses use to interact with consumers, with the goal of creating a consistent brand experience.

It is a lead nurturing and user engagement approach in which a business gives access to their products, offers, relevant information, and support services to customers or prospects on all channels, platforms, and devices.

Applying an omni-channel approach to your marketing strategy is essential to make the customer experience smooth, seamless, and integrated, by offering a few key elements:

  • Consistent, identifiable brand tone and vision.
  • Personalized messaging based on specific interests.
  • Content that is informed by past interactions and the current stage of the buyer’s journey.

Why Omni-Channel Marketing?!

The goal of an omni-channel marketing strategy is to create a convenient, seamless user experience for customers that offers many opportunities for fulfillment.

Adopting an omni-channel approach in your marketing strategy has plenty of benefits, including: 

Better and Wider Reach:

With an omni-channel marketing strategy in place, you’ll be reaching your customers no matter where they are or what devices they are using.

Increasing Profits:

Customers who are ready to buy will find it much easier to make a purchase if they can find your products on multiple platforms and channels.

Achieving Customer Satisfaction:

Your customers will be happier in the long term if you constantly provide them with relevant information and offer them several methods to reach your customer service and sales teams.


The Difference Between Multiple Channels Marketing and Omni-Channel Marketing.

Many companies use multiple channels for their marketing campaigns; they may have a website, a blog, and social media accounts.

However, these channels are typically used separately and deprive consumers of a consistent, seamless user experience across each device, channel, and platform.

On the other hand, companies that apply an omni-channel approach try to create a unified user experience because they understand that today’s consumers use a wide variety of channels to interact with businesses, and they often do so simultaneously.

If these channels don’t work together, it’s not an omni-channel approach.


How to Implement an Omni-Channel Marketing Strategy?!

Creating an omni-channel experience is a slow process. You don’t need to be everywhere all at once; you’ll get there in time.

Here are some steps that you can follow to implement an omni-channel marketing strategy into your business:

  • Collect and Analyze Accurate and Timely Consumers Data.
  • Define your audience and create Buyer Personas.
  • Create Customer Journey Maps for each audience segment to evaluate the steps taken between the customer discovering your brand and purchasing from your brand.
  • Be consistent across all touchpoints to make your brand recognizable.
  • Analyze how different platforms perform and understand how your audience uses them.
  • Seek to solve for the customer every step of the way.
  • Develop a brand identity with clear guidelines for messaging and creatives to make your message similar across all channels.
  • Create an app if needed, depending on your industry and products.
  • Implement Integrated Digital Marketing Solutions to boost your marketing performance.
  • Take into account the nature of your marketing campaign, and give customers a device and platform appropriate call-to-action (CTA).
  • Continuously test the efficacy of your omni-channel strategy to determine ways to optimize campaign budget, messaging, creative assets, and so forth.

Omni-Channel Trends

Integration of In-Store and Online:
Combining customer location data with inventory to help customers find what they were looking for online to pick it up in-store.

Focus on the Brand, Not the Channel:
Ensuring the continuity of information and resources across digital and store touchpoints, by providing a consistent identity across channels with messages that resonate with the customer, regardless of platform.

More Devices for One Purchase:
Customers are frequently beginning their journey on one device and making a purchase on another. Failing to account for this shift in trends could drastically impact your bottom line and media spend optimization efforts.

Multiple Channels Mean Better Customers:
Customers who visit your site across multiple devices tend to be better customers and spend an average of three to four times more than customers who only interact with a single channel.

Download the Integrated Digital Marketing Solutions service guide to learn how I can help you implement the omni-channel approach into your business marketing strategy.

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Copyright © 2020 MAR Digital Marketing.

All Rights Reserved.


5 Pro Tips to Boost Marketing Performance

5 Pro Tips to Boost Marketing Performance


Do you feel that your marketing strategy is not giving you the results you want?! Are you constantly looking for ways to boost your marketing performance?!
Well, you are not alone. Many business owners and professionals find marketing to be one of the most challenging aspects of their businesses.

Typically, it is because they place some ads online, expecting them to work like magic, but it is just not working. Random marketing efforts won't bring you those leads, customers, or sales as you desire.

Marketing is an ever-changing, constantly evolving field. What worked just a few years ago may be completely irrelevant today. You must be willing to adapt to change and new techniques as they occur.

Here, I will share with you 5 pro tips that will help you boost your marketing performance, strengthen your online presence, and evolve your digital footprint.

1- Create Cohesion in Your Content:

First on our Pro Tips list to boost marketing performance is creating cohesion in your content.

Your content is the key marketing element to move your target audience forward in their buyer’s journey.

In order to do that, we use several marketing tools when creating conversion paths, including Landing Pages, Forms, and Calls-to-Action (CTAs).

Now, when creating a marketing campaign, you should pay close attention to creating a consistent experience between your landing pages, forms, and calls-to-action (CTAs).

You want to lead your customers to complete your desired goal. Creating a cohesive experience between these assets can help ensure they take that next step.


2- Set Reasonable and Accurate Goals:

By now, we all know that setting up SMART (Specific, Measurable, Attainable, Realistic, and Timely) Marketing Goals is essential for the success of any marketing strategy.

But, how can you achieve these SMART goals?!

You have to ensure that your goals are reasonable and accurate in order for your marketing efforts to be successful.

Here you have 3 steps to follow when setting up your goals:

  • Identify current performance in your marketing efforts before setting new KPI targets.
  • Determine where you have gaps in your marketing process or content to identify areas of opportunity.
  • Create detailed marketing productivity plans to systematically address your marketing opportunities.

3- Match Your Content to Every Stage of a Buyer's Journey:

Understanding where your target audience is in the buyer’s journey is the key to creating the perfect content that will help you attract them to become visitors, and then convert them into leads, and finally close them into customers.

Every interaction you have with your audiences should be tailored to where they stand in the Buyer’s Journey.

It doesn’t make sense to target an ad for a sales demo at someone in the awareness stage! Or, to target an awareness stage offer (like a recommended blog post) at someone who is ready to buy.


4- Use Conversion Rate Optimization (CRO) Strategies:

This is actually one of the most powerful pro tips that will help you boost your marketing performance.

CRO is a system for increasing the percentage of visitors to a website that converts into customers, or more generally, takes any desired action on a webpage.

There are several CRO strategies that you can implement:

  • Run A/B tests on your landing pages.
  • Create text-based Calls-to-Action (CTAs) within blog posts.
  • Include lead flows on your website page.
  • Add chat to high-converting web pages.
  • Leverage retargeting to re-engage website visitors.

5- Implement Inbound Strategies into Your Website:

Inbound marketing has proven its worth and effectiveness as a dominant marketing methodology in the last decade, providing more interactive and optimized techniques and tools for businesses to benefit from.

It is more important now than ever for businesses to embrace inbound marketing in order to overcome the current marketing challenges and meet consumers’ expectations.

When it comes to your business website, it is important to realize that an effective inbound website will enable you to give a strong and memorable impression to your prospective customers.

It can help you nurture your leads, get more conversions, and provide a personalized and excellent user experience (UX) to website visitors.

Here are some Inbound Strategies that you should implement into your website:
  • Define the goal of each page on your website. You should aim to solve a single goal on each page (one Page, One Goal).
  • Blink Test:
    Within ten seconds of arriving on your page, a user takes in your content and decides whether or not to keep reading. If you’ve defined the page goal well, a website user should be quickly enabled to understand what your business does, and what that page is really meant for.
  • Use images to help visitors understand your page right away.
  • Provide multiple ways to connect with your business. (A user shouldn’t work hard to connect with you).
  • Guide the user’s navigation around the website. (You need to have multiple next steps available on each page).
  • Place a call-to-action (CTA) towards the top of a page.
  • Include a chat function to encourage users to visit specific pages.
  • Use logical URLs and page titles.
  • Evaluate the mobile experience.
  • Use website heat map to optimize user experience (UX).
Learn how can Inbound Marketing help your business.

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Copyright © 2020 MAR Digital Marketing.

All Rights Reserved.


How to Choose the Right CRM System for Your Business?

How to Choose the Right CRM System for Your Business?


It is well-known in the business world that CRM can help in managing and analyzing customer interactions and data throughout the customer lifecycle, in order to improve business relationships, assist in retention, and drive sales growth.

In addition, most businesses realize that the way they manage their customer databases determines their success. And that is why businesses that use CRM (Customer Relationship Management) software probably can’t imagine the world without it. 

On the other hand, an effective CRM system provides structure and organization to your business. It enables you to keep everything related to managing your customer relationships — data, notes, metrics, and more — in one place.

In fact, most businesses that use CRM software are mainly looking to improve their relationships with customers and establish customer loyalty.

But, how can you choose the right CRM system for your business?! And is there a way to tell if your CRM is working optimally?! This is what I’m going to cover in this post.

How Can CRM Help Your Business?!

CRM systems are rapidly changing and new features are being launched all the time. Therefore, in order to choose the right CRM system or software for your business, you must understand how it can help you.

An effective CRM system should help you with the following:

- Providing a better knowledge of customers by having all information on each contact stored in one place.

- Helping you in segmenting your contacts (customers and prospects) by breaking down data by categories and criteria, in order to create focused lists of your target audiences.

- Improving and speeding your communication with customers by providing you with a set of customizable, ready-to-use email templates, letters, documents, proposals, quotes, invitations, newsletters, etc.

- Staying in control of your sales and marketing efforts, by improving the communication process between sales and marketing teams.

- Achieving better customer retention. Remember, keeping an existing customer is 6 or 7 times cheaper than getting a new one.
Ex: Reminding you about appointments or sending follow-up emails to your existing customers. As well as, prompting you to reach out to customers who have not been contacted in while.

- Better anticipation of customers’ needs by tracking their buying habits, which would make cross-selling and upselling them much easier.

- Allowing you to find new customers by automatically managing the Lead Nurturing process, such as sending your employees alerts to reach out to prospects and tracking every interaction with them.

- Increasing sales and productivity by streamlining your sales process, building a sales pipeline, automate key tasks, and analyze your sales data in one centralized place.

- Monitoring and optimizing your marketing campaigns by providing built-in analytic capabilities to contextualize data, breaking it down into actionable items and metrics (such as click-through rates, bounce rates, and demographic information).

- Offering an inbuilt GDPR-related functionality that helps you in complying with the data privacy requirements.


What to Consider When Choosing the Right CRM for Your Business?!

Every business has unique terms of processes, customer base, and growth dynamics. Therefore, you need a scalable CRM system that can adapt to your business needs.

Try not to overestimate or underestimate the features you need when choosing your CRM.

You should aim to balance obtaining the tools and features that your teams really need to achieve your business objectives, and trying out new features that could optimize your workflow.

In general, here is a list of top features and functionality to look for when choosing CRM system:

  • Large and effective contacts database.
  • Segmentation and listing features.
  • Lead management and sales tools.
  • Built-in marketing tools.
  • Easy e-commerce integration.
  • Reporting functionality.
  • Dynamic dashboards.
  • Call center capabilities.
  • Workflows/approvals.
  • Easy Integration with other applications.
  • User-friendly interface.
  • GDPR features.
  • Security Features.
  • API accessibility.
  • Customization features.
  • Test drive and free trials.
  • Setup/implementation and technical assistance included.
  • Software training.
  • Easy upgrading options.

Finally, here are some questions you could think about to ensure that your CRM is working optimally?!

- Are your marketing and sales teams using the CRM system?

- Do you see movement on your dashboard such as new leads and prospects moving forward through your funnels?

-Is your CRM helping you analyzing what is working and what needs attention in your sales process?


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Copyright © 2020 MAR Digital Marketing.

All Rights Reserved.


Why is Inbound Marketing More Important Now than Ever?

Why is Inbound Marketing More Important Now than Ever?


Digital marketing trends and techniques are shifting, and this is largely in response to the covid-19 pandemic and the impact it had on businesses, digitalizing the way they do their work, as well as consumers’ expectations, concerns, and shopping habits.

When it comes to Inbound Marketing, it has been a dominant marketing methodology that has proven its worth and effectiveness in the last decade.

But like everything else, inbound marketing techniques and tools had to evolve into more interactive nature, in order to overcome the current marketing challenges and meet both businesses' and consumers’ expectations.

The inbound marketing funnels have evolved to flywheels. Above all, this made it more important now than ever for businesses to embrace inbound marketing so that they benefit from its optimized techniques and achieve their marketing and business goals in such challenging times.

But, let’s move now to “why is inbound marketing more important now than ever?”

Building Customer Loyalty:

Inbound marketing can help you grow your business by building meaningful and lasting relationships with prospects and customers, turning them into loyal, happy, and satisfied customers.

In particular, inbound enables you to empower them to reach their goals at any stage in their journey with you. Specifically, by providing them with relevant, helpful, and relevant content that helps them reach their goals or solve their problems.

Nowadays, customers have higher online expectations. With everything shifting to the digital world; customers expect highly personalized, engaging, interactive, and relevant content and experiences from businesses. And this is where inbound marketing come into place.

Remember, when customers find success, they share that success with others. This means attracting new prospects to your business and creating a self-sustaining loop, which is how your business can build a momentum. And this is why the inbound methodology serves as a strong foundation for your flywheel.


Artificial Intelligence (AI) and Inbound Marketing:

The use of Artificial Intelligence (AI) in marketing is growing at a steady pace. It is not there to replace us, but rather to assist us in the marketing process and business growth.

In inbound marketing, AI amplifies your understanding of the target audience through accurate and in-depth analysis. 

AI technology works by fusing machine learning and a simulation of human intelligence in order to learn from experiences and adjust.

It can help you predict your customer’s moves, elevate their user experience through personalized recommendations, and increase productivity through automation or mundane receptive tasks such as email sequencing and workflows. 

AI can play an essential role in inbound marketing by enabling you to provide more personalized website experiences and push notifications, enhanced PPC campaigns and targeting, and AI-powered content.

Furthermore, one of the most powerful AI tools is Chabot, which can boost your customer service efficiency and sales incredibly. 

In fact, a study conducted by HubSpot showed that 47% of shoppers will make AI-assisted purchases.


SEO-Based and Interactive Content:

SEO-Based Content:

Inbound marketing enables you to create SEO-based content, which can help your target audience find your business in a non-interruptive way, attract them to your website, and maximize your reach through SEO optimization.

With inbound marketing, you can create meaningful conversations and valuable solution-based content. Keep in mind that this content can come in many shapes and sizes (blogs, social media, podcasts, press releases, etc…).

But, how can you create this type of content?! This can be accomplished by creating web-based content with specific keywords and phrases that are associated with your business, product, service, and industry. 

With a solution-based inbound marketing strategy, your content-driven SEO will position your business to organically appear in search engine results for the people searching for and in need of this information.

Interactive Content:

Interactive content encourages customers to actively engage with it rather than passively consume it.

It provides them with a richer customer journey, with different types of content, such as interactive infographics, calculators, videos, assessments, or white papers.

By adding interactivity to your content marketing mix, you are tapping into gamification. This will allow your customers to engage with content in a game-like process, which will help it stick in their minds longer, and make it 50% more shareable.

What does that mean for your business?
This means that your site will have a lower bounce rate, and you will be able to capture more data by providing an immersive experience that encourages lead data capture.
Inbound marketing strategies can establish yourself as a trusted consultant with whom customers can engage.

Moreover, the non-invasive nature of inbound marketing can help you lead with solution-based selling rather than product-based selling. It can help you present your content as a stream of valuable information and insight geared to offer solutions for a unique set of problems.

However, in accordance with this 2021 inbound marketing outlook, you will not want to over-stimulate your followers with frequent, aggressive, hard-sell posting, in the same way, you would not want to over-communicate with a lead or attracted party you’ve acquired through SEO-based content on your website.


Cost-Effective Form of Marketing

The global pandemic has taken a toll on the finances of all businesses and no company is entering 2021 unscathed. Therefore, cost-effective marketing is a top priority for all businesses.

Inbound marketing is comparatively less expensive than most other types of marketing. It has a wide repertoire of means to attract an audience without straining your budgets, such as content marketing, e-mail marketing, and social media marketing.

Moreover, inbound marketing strategies and campaigns can be tweaked without a significant setback in the budget.

Businesses can benefit from inbound marketing because it is profitable. In particular, it yields a high ROI (return on investment), has increased scope and reach of audience, and you can get a pulse on the effectiveness of your sales strategies through digital marketing metrics.


UX and Inbound Marketing

In today’s world, a high-end innovative user experience is a must. People are more particular now about the visuals and aesthetics of the offered products and services.

An optimized user experience (UX) can be utilized to make products and services delightful to use and fun to interact with.
Another reason behind the importance of inbound marketing for businesses in 2021 is that it can analyze the Core Web Vitals and suggest changes in the UX design wherever needed.

On the other hand, inbound content is optimized for UX, which makes it easier to interact with than regular text-based content. The response to the inbound content is longer and offers an enjoyable user experience for your leads.

A strong inbound marketing strategy will increase the speed of interaction with your customers, enhance personalization, and keep you ahead of the curve. Furthermore, it can increase opportunities for the coveted featured snippet spot on Google’s organic results (known as Position Zero).


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Copyright © 2020 MAR Digital Marketing.

All Rights Reserved.


5 Digital Marketing Trends for 2021

5 Digital Marketing Trends for 2021


The global pandemic had an impact on every business and industry in 2020. And one of the major implications of the Covid-19 pandemic has been that it has accelerated a switch to all things digital.

Almost all businesses had to adapt the way they communicate and do business – social media usage has skyrocketed and businesses have adopted a ‘virtual’ way of working.

Keeping in mind how fast marketing technology moves, and the unpredictability of consumer interests, shopping habits, and behaviors; any business that has the intention of remaining competitive in today's online landscape must adapt to the rapidly evolving changes in digital marketing.

Here are 5 digital marketing trends that you have to pay attention to in 2021.

1- Live Interactions with Virtual Events:

No surprise here, virtual events is the first on our list of digital marketing trends for 2021.

Virtual events started out of necessity, but are here to stay because of their ROI and accessibility. They provide new experiences for your audience to engage with you outside of your traditional sales messaging.

Keep in mind that going digital means getting even more data and insights from your event, which provides more ways you can show value if you tracked the right metrics. With virtual events, you have the ability to expand your reach beyond the confines of geography, and it also allows for more targeted, personalized messaging.

However, a successful virtual event requires a switch in strategic thinking, the right partners for content and technology, and adding interactivity in order to foster engagement, keep attention, and pull off a virtual event that is as exciting as your in-person plan, if not more.

There are lots of options that you can deploy in a way that makes the most sense for your audience, format, and content.

Here are some best practices that you could implement:

- Using conversational formats instead of rote webinar standards which can help attendees feel more relaxed and engaged during sessions especially when you have a great moderator.

- Virtual product showcases and real-time illustrations during sessions can take the place of some of what attendees are used to seeing on the show floor, while virtual lobbies can help you with crowd control and give attendees a valuable chance to chat and introduce themselves.

- Having features like feedback and Q&A sessions built into your platform helps you better handle audience interaction, manage the information flow, and boost engagement, and ensure that conversations are a two-way street.

- Finally, you can use polls and surveys to break up your content flow and include contest or raffle elements to add some fun and excitement while working as an additional incentive.


2- AR and VR Integration:

Augmented Reality (AR) and Virtual Reality (VR) are the two major technologies that are overtaking the present and future of business, from product development to storytelling and creating engaging content.

Moreover, AR and VR marketing allows your business to bridge the gap between experience and action. They can help you craft a 3D experience in place of a physical one, which strengthens the engagement and interaction between your business, its products/services, and the customers while encouraging conversions in interesting ways at the same time.

Some of the false ideas about AR and VR that they are primarily for gamers and require heavy investment in technology. In fact, access to smartphones means that the average consumer can now enjoy AR and VR experiences.

Virtual Reality (VR):

One of the key benefits of VR that it changes the dynamic between businesses and customers. Rather than using ad blockers or clicking out of ads as quickly as possible, people seek out VR brand experiences. This means improving your engagement rates as people come to you, rather than you need to attract them.

Augmented Reality (AR):

AR is an emerging trend in marketing and sales strategies that can help you drive sales and enhance brand value through mobile devices. It can help you provide your customers with unique experiences with the convenience of tapping into their mobile devices, leading to increased business opportunities and sales.

Embracing AR and VR technologies as marketing tools will distinguish your brand and provide a huge competitive advantage, especially as the technologies are only going to become more popular.

Many businesses have already started implementing these technologies into their customers’ regular shopping experiences, by enabling consumers to try products before they buy them, with augmented shopping experiences becoming increasingly popular. For example, Ikea customers can now access an AR app and see a 3D illustration of furniture in their home spaces before making a purchase.


3- Chatbots:

In third place on our 5 digital marketing trends for 2021 list is Chatbots.

The growth of online and e-commerce purchases, coupled with a chatbot’s ability to interact with customers and mimic real-life interactions, made it a very attractive go-to solution for businesses.

• But how could you fit chatbots in your marketing strategy?!

Chatbots are a unique opportunity for marketing, whereby you can use them as a source of direct interaction for information and data collection, as well as to drive customer engagement and website traffic.

Customers usually use chatbots to get a quick answer to a question, resolve a complaint or a problem, get a more detailed answer to a query, or find a human customer service agent.

Here are a few reasons why you should follow this digital marketing trend in 2021 and include it in your marketing strategy:

- Chatbots can save time and money by automating conversations that would otherwise require an employee to answer, while also avoiding the fatigue caused by answering the same questions again and again.

- They can make your brand proactive by automatically sending a welcome notification when a person arrives on your website or social media profile making the user aware of your chatbots presence.

- Chatbots can move your customers seamlessly through the sales funnel, generate leads, and increase revenue by using direct messages to gather information necessary to provide effective support and guide users through their buyer’s journey.

- They can also guide users to better results and outcomes by asking them a series of qualifying questions then route them to the best place for them to find the information they want. Think about it as an automated and interactive navigation tool.

- They can help businesses in providing customers with personalized experiences and “After Hours” support.

- They can provide your social media marketing team with insights on why people are reaching out to you while enabling you to analyze customer feedback and data.

- Last but not least, larger engagement capacity by enabling you to interact with your customers in a unique way.

With most of the social media channels providing chatbot features, including chatbots to your business’s marketing strategy has become easier than ever.


4. Position Zero:

SEO efforts aiming for Position Zero is one of the most dominant digital marketing trends for 2021.

Position Zero is the information Google offers at the very top of the search results. It is also called the “Google’s Featured Snippet”, which is enhanced to draw user attention on the results page. It can come in different forms, paragraph, list, or table.
Position Zero has been shown to improve stats dramatically, including visits, click-through-rates (CTRs), and conversions.

When it comes to SEO, zero is the new number one. It helps you boost traffic and sales, as well as establish brand expertise by providing the definitive answer to a question.
Well, surely you think this sounds great, but how can I rank for Position Zero?!
Here are some best practices that would help you achieve Position Zero results:

• Identify the Right Position Zero Opportunities:

- When it comes to featured snippets, not every search result has a featured snippet, and not all markets are created equal.

- But, if you are in a market where there is a need for clear answers to frequently asked questions, your industry uses terms that need an explanation, and/or you have data that can be presented in tabular format, then featured snippets are likely a great opportunity for you.

Find Great Keyword Phrases and Candidates for Featured Snippets:

- Start with keywords you already rank well for. Most featured snippets come from high ranking results (good content always wins).

- Higher-volume terms get snippets more often, and longer queries that are comprised of six or more words tend to show featured snippets.

- Since the purpose of featured snippets is to answer questions, explicit questions like “who,” “what,” “how,” “where” and “why” search queries will obviously often have featured snippets.

- Particularly if you search on general questions, you can find additional keywords that result in featured snippets in the “People also ask” section in the SERPs.

• Write In-Depth Content:

- When it comes to winning at SEO, quality content that helps users is the only way to go.

- This includes writing a long content with at least 2,000 words, picking an evergreen topic, exploring multiple angles of the topic, explaining the subject thoroughly, and aim for one of the common forms of featured snippets (paragraph, list, or table) and directly answer the question in your chosen keyword phrase.

On-Site and Off-Site SEO:

- On-site optimization means making sure your page is optimized for search engines. This includes using your focused keywords in page titles & Meta descriptions, properly using H1-H5 tags so that search engines can understand it, include alt tags on images, and link to other helpful content (internal-links).

- On the other hand, off-site SEO comes down to link building and social media by encouraging others to link to your content. You can do this by offering helpful content at the right moment.

You can check out how I can help you reach the right audience at the right time with Search Engine Marketing (SEM) on Google Ads here.


5. Customer Segmentation:

The fifth and last trend on our digital marketing trends for 2021 list is Customer Segmentation.

It’s no secret that some customers are more profitable than others. But for them to be profitable over the long run, businesses must understand how profitability correlates with customer segmentation.

Customer Segmentation is breaking your customer base through grouping the target audience by certain traits or behaviors (ex: demographics or shopping habits).
It is one of the core pillars of inbound marketing, which enables you to tailor your content to suit the preferences of each segment of your audience more accurately. This will increase the engagement with your targeted audiences and the success of your marketing campaigns.

Keep in mind that the list of customers in each segment would look completely different, depending on the type of business model and data at your disposal. Recognizing these differences will allow you to tailor your approach to the needs of each customer segment and effectively serve them.

When it comes to customer segmentation strategies, there are many strategies that your business can follow depending on what you are looking to achieve. For example, an IT company selling software to businesses will have a different goal than a start-up business selling goods directly to consumers. Their customer segment requirements, needs, and buyer’s journey will look nothing alike.

• A few customer segmentation types include:

- Basing your segmentation on demographics (age, location, gender, income level, etc…).

- Leveraging psychographic data to segment your customers by their opinions, behaviors, and attitudes. This would work best for social media advertising.

- Segmenting your customers by how they engage and interact with your website and marketing material in order to increase conversion rates.

- Segmenting your customers by their shopping habits and how often they buy from you. Customers who repeatedly buy from you could fall into the loyal customer segment and receive discounts on purchases.

- Segmenting customers based on their intent on your website. For example, webinar sign-ups and attendees are more likely to convert into customers.


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