Ein großer Wandkalender mit Farbkombinationen, die das Jahr 2021 zum leuchten bringen. Für 18 Euro erhältlich.
Each year I’ve taken inventory of the major trends emerging within our B2B marketing agency practice and with the crazy year that was 2020, the new year requires even greater focus on what’s ahead. Some of the marketing predictions and trends I’ve shared in the past include:
It’s interesting to see things like Video, Voice, AI and influencer marketing persist each year. The fact is, when it comes to B2B marketing trends, the world is moving fast and while marketing innovation hasn’t slowed, there are still fundamental shifts in B2B buyer preferences for information discovery, consumption and engagement that have not yet been implemented by the majority of marketers yet. As a result, a lot of the „trends“ we’ll see a focus on in 2021 are not particularly new, just not evolved.
The chaos of 2020 created some important shifts including 80% or more of the sales cycle happening in digital (Forrester) and impacting B2B verticals in very different ways. The uncertainty caused 50% of buyers to hold off on purchases (Harvard Business Review) but with Tech and Telecom least affected (eMarketer) that also meant an opportunity, especially for those B2B marketers that understand the new normal of go-to-market strategies is here to stay (McKinsey).
So, with all that’s changed in 2020 due to the pandemic as well as political, economic, and social uncertainty, what are the major trends B2B marketers need to be aware of for success in 2021? Here are 7 that stand out:
With an „epidemic of misinformation and widespread mistrust of societal institutions“, 70% of respondents to the 2021 Edelman Trust Barometer study said brand trust is more important today than it was in the past. Part of the problem is that globally, CEO credibility is at an all-time low and changing expectations create an opportunity to create that trust. 86% from the Edelman study think CEOs should speak out publicly about societal challenges and some are doing that. For example, Microsoft CEO Satya Nadella shared an email he sent to Microsoft employees expressing gratitude and the steps Microsoft is taking to support customers and the community as a long form blog post on LinkedIn. We saw an increase in the number of CEOs communicating in this way and the continuation of that trend in 2021 will help regain both CEO and brand credibility.
Building trust in B2B brands goes beyond CEOs of course and marketers would do well to take inventory of what current perceptions are of the brand and ensure marketing strategies and customer engagement are aligned around creating promises and experiences that strengthen credibility.
One major impact of 2020 for B2B marketers was a shift to a digital-centric approach when it comes to marketing and sales. Because of the pandemic, the virtual loss of field marketing, outside sales and in-person events created a massive shift to virtual events and online information discovery, consumption and engagement for buyers. B2B marketers had to make significant changes from legacy tactics to digital. As a result, there’s been a big wake-up call to move B2B marketing to digital formats and according to research by Singular, 76% of marketing leaders say that digital transformation in marketing technology is their most critical focus for 2021 (Forbes).
According to Gartner’s Buyer Enablement Survey, more than 3 out of 4 people said the latest B2B purchase journey was very complicated. The challenges brought by 2020 have created even more complexities for marketers and buyers alike and that spells an opportunity to double down on optimizing experiences. Customer Experience is a priority, but so is employee experience and any experience created through the content and media published by a brand. It’s no longer enough to simply inform audiences with information.
In 2021 B2B brands will focus on authenticity in their communications and make substantial efforts to better empathize with buyers, be „more human“ and add emotion to their marketing strategy.
“2021 will call on brands to authentically infuse empathy and emotion into their brand strategy, and I cannot think of a more appropriate time to build those emotional connections with customers and cultivate relationships,” Jennifer Chase, SVP and Head of Marketing at SAS (Forbes).
As the majority of B2B buyers have shifted to digital channels, B2B marketers must understand the expectations that drive information discovery, consumption and engagement experiences and then optimize accordingly.
The challenges of 2020 forced B2B marketers to re-evaluate everything from their core offering to their approach to marketing. 94% of respondents to the Content Marketing Institute B2B Content Marketing Trends Report said that they had to adapt their content marketing strategy because of the pandemic. These pivots during the pandemic have driven some important changes in business and marketing strategies. Many of those changes will persist as most CMOs feel that their go-to-market models in reaction to 2020 will continue for the next 12 months or more. (McKinsey)
Areas of greater focus include:
It’s been reported in the past in a study by Oktopost that 80% of B2B leads are generated from LinkedIn. It’s hard to argue that any other social network is more important than LinkedIn for B2B marketers. LinkedIn provides an incredible opportunity for everything from building brand thought leadership to specific prospect targeting through organic content and networking as well as their evolving advertising and sales solutions. In 2021 will continue to be the leading community for B2B marketing opportunities. (LinkedIn is a client of TopRank Marketing)
Research from Salesforce found that 80% of business buyers expect real-time responses from brands they interact with and the digital first approach most B2B marketers are taking in 2021 means AI technologies like chatbots and virtual assistants will become a part of the mix. As far as AI and machine learning overall, the expectations of modern buyers requires processing huge amounts of data to deliver personalized experiences across platforms and channels. To do that, two-thirds of B2B marketers are currently planning, evaluating, or implementing AI for marketing or sales initiatives.
Nearly 10 years ago I published a book called Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing. One of the key concepts from the book was the model we use to stay current with what customer preferences are for the information they need during their journey. Understanding buyer preferences for information discovery, consumption and engagement will reveal all the trends you need to know in order to deliver relevant and actionable marketing that best serves the customers that will grow your business.
While it’s tempting to chase shiny objects with trends posts, as I reviewed the major trends for 2021, I found that the discovery, consumption and engagement model to be just as true and useful today as it was 10 years ago. 2020 caused business customers to change their behaviors in significant ways and those B2B marketers that stay tuned in to information preferences will know what strategies, tactics and technologies they need to focus on.
In 2020, small businesses were forced to be nimble to grow and survive. As a result, more small businesses accelerated their digital transformation efforts to quickly and effectively reach customers online.
Through all of the turmoil, key marketing trends emerged that will impact the way small businesses operate in 2021. Here are my predictions for how these trends will play out this year:
According to the Small and Medium Business Trend Report from Salesforce Research, one in three small business leaders said that the pandemic has accelerated their digitization initiatives, and more than half of growing small businesses said technology drives their customer interactions. Brick and mortar small businesses that once depended on a physical presence adapted to the times and pivoted to ecommerce. Even farming businesses that never established an online presence set up integrated payment systems and chat services to better serve customers.
This year, small businesses will continue their path to digitalization and invest in building and maintaining an online presence. There will be a greater emphasis on tracking the entire customer lifecycle journey online and using data to inform decision making. This will open up more opportunities for small businesses to compete with larger businesses that operate in the same markets.
During the pandemic, internet traffic has skyrocketed and more consumers are engaging in conversations with brands online. While this presents an opportunity for marketers, it also has created a unique challenge. Now, more than ever before, marketers are experimenting with conversational marketing to deliver personalized experiences and collect rich customer insights. With the release of cross-app communication features from Facebook earlier this year, it is becoming even easier for brands to reach customers where they spend most of their time.
In 2021, small businesses and successful brands will invest in conversational marketing to build brand loyalty and boost sales. Personalization will become key and brands that don’t offer customized communications for customers will fall short. As marketers and small businesses invest in conversational marketing, the adoption of instant chat and messenger services as communication channels will increase.
In the past, artificial intelligence and machine learning have been viewed as valuable technologies, yet only recently have AI and ML-driven campaigns become mainstream practical tools. Marketing automation is now smart enough to adjust messaging based on intent signals, but it relies on artificial intelligence and machine learning to make this happen.
This year, artificial intelligence and machine learning will become more useful for small businesses, allowing them to quickly and effectively target and communicate with desired audiences online. Advances in AI-based chatbot services will take place and consumers will be able to engage in a rich two-way conversation, which will provide rich data and valuable insights for small businesses in 2021.
As big tech continues to draw more government scrutiny around how user data is pulled and managed, the demand for privacy protection and transparency from consumers continues to heighten. According to RSA, nearly half of Americans have had their personal information compromised by a data breach within the past year and according to a study by Cisco, 84% of consumers want more control over how their personal information is managed.
Digital marketing is no exception to this and as small businesses continue to fully digitize, they will be faced with the same level of scrutiny on how they manage consumer data. While sourcing data is an essential component of successful marketing, in 2021, small businesses will need to invest in implementing data privacy compliant processes and communicating those transparently to customers. This becomes an even greater challenge as these small companies fight to survive in the current economy.
The demand for all-in-one digital marketing platforms has increased significantly within the past year as more small businesses are engaging with their customers online to drive sales. This has led to widespread innovation across multiple industries including food and beverage, fitness, farming, retail, and more. Larger companies are also turning to these platforms to efficiently manage all of their marketing needs in one place.
As the demand for these platforms continues, more businesses that offer complementary solutions will become partners with companies that offer these solutions to address the market demand. Integrations for payment, sales, helpdesk, and contact management services will become even more powerful and easy to use. Other integrations will also be established to help small businesses streamline their digital marketing operations. As more businesses invest in providing helpful solutions for these platforms, a thriving ecosystem will be established where the services offered for small businesses continue to increase in value.
To succeed in 2021, it will be vital for small businesses to focus on creating seamless customer experiences online. The small businesses that excel in this area and harness the power of creativity will become stronger than ever before.
Steffen Schebesta is CEO at Sendinblue.
The post 2021 Digital marketing predictions for small businesses appeared first on Search Engine Watch.
A recent statistic shows that 33% of global ecommerce traffic comes from organic searches. In other words, you will be missing out on a significant portion of potential traffic if your ecommerce site is not optimized for SEO. Although some SEO components are not entirely within your control, you can still do many things to improve ecommerce site’s SEO.
In this article, we’ll go over eight ways you can audit and improve on your ecommerce site’s SEO health.
Additionally, we will discuss why it’s now more important than ever to optimize your page speed for the algorithm update in the coming months.
Let’s get started.
In most ecommerce sites, you can filter product types based on different categories, such as color, fit, and size.
If your ecommerce site has many filtered pages, you want to use canonical tags in your filtered pages to avoid duplicate content.
Having duplicate content on your site can make it difficult for Google to rank your page since your duplicate page will compete for the top spots in search results.
The image below shows filters on the Underarmour website. You can also see that the URL comes with the “/shoes” text at the end when you filter based on shoes.
By placing the canonical tags on your filtered pages, you tell a Google crawler which page is the main page you want to rank.
In this case, the canonical tag on “underarmour.ca/en-ca/d/mens/shoes” points to the “underarmour.ca/en-ca/d/mens” URL.
This lets Google know that the latter URL is the primary URL you want to rank. You will also prevent your site from potentially receiving a duplicate penalty from Google.
Does each one of your pages have a unique meta description?
Writing a relevant and unique meta description for each page increases the likelihood of people clicking your link.
Since click-through-rate (CTR) is an important ranking factor in Google search results, you will be jeopardizing your search ranking if you fail to optimize a meta description for your page.
That said, you may find it difficult to implement this in practice if you have hundreds and thousands of pages on your ecommerce site.
In such a case, I recommend you start optimizing meta descriptions for pages currently making you the most revenue and moving down in the order.
While you certainly want to avoid stuffing your page with your target keywords, it’s a good idea to strategically include them throughout your page to let Google know what keywords you are targeting.
You will want to include a few keywords in your URL, title, description, and alt image text to ensure your page is relevant for your target keywords.
Here is an example.
And an example of keywords in the description.
Breadcrumb trails help website visitors navigate through your website and help organize your site in a well-structured manner.
Additionally, breadcrumbs make it easy for Google crawlers to understand your page better, which, in turn, may help your page rank better.
Moreover, search results will show breadcrumbs instead of your page’s permalink, which is another clue that Google emphasizes breadcrumbs for SEO.
You don’t need to overcomplicate things when implementing breadcrumb navigation. Just make sure to follow the standards of good practice, such as using breadcrumbs only when it makes sense and progressing from highest to lowest level.
Here is an example of sitelinks that appear in search results for a well-optimized site.
Google states that they only show sitelinks for structured websites that allow their algorithms to find good sitelinks.
Sitelinks improve click-through-rates and help searchers quickly see pages that are relevant to their interests.
Furthermore, they add credibility to your sites. Google doesn’t show sitelinks for websites that aren’t well optimized and not trustworthy.
If Google trusts your website enough to give a large space on search results, you can sort of view that as a seal of approval from Google.
At the very least, you can assume Google doesn’t see your website as untrustworthy and scammy.
While you can’t fully control whether your ecommerce site shows sitelinks in search results, there are a few things you can do to increase your chance.
Reviews on your product page serve several purposes.
First, they give useful information to people who visit your website and help them make better purchasing decisions.
Furthermore, your page can show a star rating in search results, which will help your search result stand out and improve your CTR.
As a matter of fact, a study done by CXL found that review stars can improve CTR by as much as 35%.
You can check out documentation from Google to learn how best to structure your page so you can maximize your site’s chance to display review snippets in search results.
You’ve probably heard about the importance of website speed optimization.
But with Google confirming that page loading speed will become a ranking signal in the coming months, it’s now more important than ever to optimize page speed on your website.
According to Moovweb, 87% of ecommerce sites do not meet the page experience standards set out by Google.
You can also see this as an opportunity for your site to gain a competitive edge over others.
There are many things you can do to improve your page speed, such as:
You can use PageSpeed Insights from Google to determine what elements on your page are slowing down speed.
Here is an article with more good advice on optimizing your page speed for the upcoming algorithm changes.
Finally, it’s always a good idea to write blog posts around keywords that your target audience is searching for.
A study shows that 61% of online shoppers in the US are more confident about purchasing from recommendations that they read in blogs.
Blogging for your ecommerce site can help your business in several different ways.
A blog post you publish today isn’t going to bring an impressive result by tomorrow. But it’s a long-term investment that will help your ecommerce site generate more traffic and build trust and authority with the audience in your niche in the long haul.
Improving SEO for your ecommerce site is rarely ever a quick, easy process.
This is especially true if your site has hundreds of pages that need to be optimized.
In such a case, it would be wise to start with pages that are generating the most amount of traffic and revenues.
Start optimizing from the best-performing pages and move down in the order as your time and effort allows.
Your results with SEO won’t be instantaneous, but you will be glad you put extra effort into optimizing your site’s SEO down the road.
Jin Choi is a writer at the MoneyNam blog.
The post Eight great ways to audit your ecommerce site’s SEO appeared first on Search Engine Watch.
Digital Branding, Website und Geschäftsausstattung für die Kirchengemeinde Wanne-Eickel. Fünf Bezirke werden zu einer Gemeinde.
Die KGWE ist ein Zusammenschluss aus 5 Bezirken und präsentiert sich seit 2020 als eine große Gemeinden. Das Atelier Sēchs übernimmt hier als Lead Design Agentur, die komplette Entwicklung der Marke, aller digitalen Produkte, sowie die Kommunikation zur Abdeckung aller Kanäle.