The strange year of 2020 has been ended and all companies now preparing for new business challenges in the new year 2021. It means a lot of work for marketing departments as well because the COVID-19 crisis forced everyone to rethink their strategies and find alternative models of work.
We already discussed some of the best practices digital marketers ought to use next year, but how about flipping the coin and checking the other side? Are you aware of the threats and shortcomings that might slow down your brand promotion activities?
If not, now is the right time to learn about it as we are going to show you four local digital marketing mistakes to avoid in 2021. Let’s take a look!
Top 4 Local Digital Marketing Mistakes to Avoid in 2021
1. Failing to Deploy New Technologies
Coronavirus completely disturbed traditional work processes and sent entire teams back home to work remotely. A report reveals that 16 million U.S. knowledge workers started working remotely due to COVID-19 as of March, but that number is likely much higher now.
In such circumstances, a company can survive only if it deploys new marketing and communication technologies. Those platforms enable long-distance work and help organizations to resume campaigns as usual. Your marketing team can choose from hundreds of automation and communication tools, so we can only point out our favorite picks.
- Zoom: It is the obvious choice because you have to keep the workflow ongoing without any communication delays or obstacles.
- Slack: This is an all-around teamwork platform with simple task management functions, collaboration tools, and communication features.
- Time Doctor: If you are worried about employee productivity in the age of coronavirus, use Time Doctor to track their work and ensure maximum efficiency.
2. Creating a Complex Checkout Process
What is the worst thing that can happen to online businesses and eCommerce stores? Let us reveal the secret – it must be convincing customers to purchase a given product only to see them abandoning the process due to the complex checkout. A report claims that nearly 70% of consumers abandon their shopping carts, while 21% of them say they do it because of the long and complicated checkout process.
In other words, one of the biggest local digital marketing mistakes would be not to simplify the checkout process on your business website. How can you make the procedure easier for your clients? Here’s how:
- Design a highly visible CTA button
- Provide customers with a clear overview of products in the shopping cart
- Eliminate hidden fees and extra costs
- Be transparent about your shipping timeline
- Make the payment form as simple as possible
- Enable guest checkout
- Reduce the number of form fields
3. Not Retargeting Customers
Retargeting is such a powerful marketing tactic that it will surely become omnipresent in 2021. What is retargeting? By definition, it is a type of behavioral marketing that helps you target potential customers based on their previous online activities.
Jake Gardner, a digital marketer at the essay writing service, says we’ve all seen it so many times already: “Whenever you visit Amazon, it displays product ads that precisely match your previous searches and content interests. The same goes for Facebook ads and all other websites that strongly rely on advertising campaigns.”
Our suggestion is to use the same retargeting strategy to attract two types of consumers:
- First-time buyers who already analyzed your offers but failed to convert.
- The existing buyers whom you can turn into regular customers with retargeted ads.
4. Not Using Data Analytics
Just in case you’ve been living under the rock for the last few years, let us remind you that the days of intuition-driven marketing are long gone. In 2021, you have to use data analytics in order to make fact-based marketing decisions. According to the report, data-driven marketing increases ROI by up to eight times compared to traditional campaign results.
How come?
This is possible because digital marketers now understand consumers and successfully predict their behavior. You can hardly find a single aspect of digital marketing that doesn’t improve with data analytics. For example, you can analyze the target audience for detailed lead scoring, segmentation, campaign nurturing, lifetime value prediction, upselling, cross-selling, churn rate prediction, and many more.
The best thing about data-driven marketing is that you can find user-related information almost everywhere. After all, consumers leave digital footprints all over the Internet, including your company website, social media pages, email platforms, search engines, and many more.
Conclusion:
Local digital marketing is a crowded place where you can find a myriad of useful tricks and tools to promote your business. But you can also bump into obstacles and seriously undermine your marketing efforts if you don’t pay attention to details. Therefore, hiring the experienced and professional local marketing agency would the best option for your business.
In this post, we analyzed four digital marketing mistakes you should avoid in 2021 and beyond. Are you ready to use our suggestions?
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