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In the last post we looked at building communities, using live video, improving your content experience and trying micro influencer marketing. In this part we’ll look at 4 more marketing trends for 2021, and how to take advantage of them in your business.
1. Googles Micro Moments
Google have shared their research on what they call ‘Micro-Moments’. A micro moment is a quick decision made by a consumer to either know, go, do, or buy. It’s in these moments that customers make purchasing decisions, and customers are born into your business.
Google base their research on customers moving to mobile faster than ever. On a mobile, customers want results quicker and will decide a company to use in just a moment. Instead of thinking about the entire customer journey (still very important), now you can expand that thinking by considering your customers micro moments.
You can then optimize content, websites, mobile optimized pages and advertising to find your customer at the exact moment they are looking to know, go, do or buy. Google explains that in order to get more out of the micro-moments, be there at the right time to deliver relevant content and make it easier for customers to make a purchase. [source]
2. Optimize for Voice Search.
Voice search is a fast-growing trend, with Google reporting 27% of the online population is using voice search on mobile. To optimize for voice search you have to forget everything you know about keyword research and start from the ground up. People use natural language when they speak, unlike the unnatural manner of typing in keywords in a search bar. [source]
You should brainstorm how people talk and think about your business, product and services, and optimize your content for those conversations. A customer may type into google “bookstore in NYC”, but when they use voice search, they would ask “where can I find a bookstore in New York City”. Start thinking about how your customer speaks, instead of the keywords they may type. Use a resource like Answerthepublic.com and type in your relevant business keywords. The site will spit out hundreds of potential questions your customers are asking, and you can use these as a basis for optimizing your content on the web.
3. Answer Relevant Questions
Now we can stack trends on top of one another and combine optimizing for voice search, with customers looking for high value content. Consider the questions customers ask, then create highly relevant content answering those questions. Customers ask ‘how, what, when, where and why’, so create blogs, FAQ’s, and site content that answers those questions directly.
4. Chat Bot Support
Gartner report that 25% of customer service will use virtual customer assistants by 2020. Customers are happy to use these services because they get instant responses, the tech can pull up their previous orders, submit refunds, and if needed, escalate a customer claim to a human support member. [source]
The 24/7 access to support, even though it’s a virtual chat bot, is hugely beneficial to customers and becoming a standard in customer service. You can set up chat bots to answer simple questions, lead customers to relevant content, and even implement AI to understand what a customer is asking and give the most accurate response.
There are many more trends available in 2021, from the emergence of Artificial Intelligence analytics and content creation to IoT (Internet of Things) advertising. We’ve only focused on trends that you can immediately implement in your business, so you can keep innovating in your marketing and stay ahead of the competition.
Get Help Implementing These Trends
If you want a qualified team to work with you to help use these latest trends, then reach out to The Archangel Group today and we’ll put you through to one of our leading marketing experts. We’ll create a custom plan and help optimize your marketing to bring in more leads and sales for your business.