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2021 Digital Marketing Strategic Planning

December 22, 2020

Now that 2021 is upon us, here are a few ideas to help with your Digital Marketing strategic planning to meet your business goals for the year. Business strategy, marketing strategy, and then your digital marketing strategy all have to be in place to make sure your digital work for 2021 will really be effective.

The THREE areas we recommend you particularly incorporate into your business and marketing strategies are answers to these questions:

For digital marketing, COVID will have a huge impact on the continuing move to eCommerce both B2C and B2B. If you have not invested in eCommerce yet, then the dragging out of a COVID recovery might incentivize you to make that investment early in 2021 before you fall further behind.

For answering this question, we recommend a quick but comprehensive AUDIT of where you are. This can be a solid team of internal people if you have them, or any decent digital marketing firm can perform this audit for you. We have a standard product that is a $2,500 one-time fee for a 40-to-50-page report. Other firms may charge $10K or more with more data and a deeper dive. The key point is to not just drift into 2021 investing a little here and a little there until the year is mostly over. That will NOT get you good results.

Once you’ve answered those basic questions in addition to your standard strategic marketing development, consider these TOP TRENDS that will impact your 2021 digital marketing performance.

Trend 1 – Mobile. This is not a new trend but it’s still growing strong for all digital marketers, particularly our B2B clients. We are now seeing 50 to 60% of client traffic from mobile in even the most industrial of markets. We have to keep thinking about mobile and try to make the tough shift to “mobile-first” thinking.

Trend 2 – Integrated Multi-Channel Digital Marketing. Advertising sophistication has grown from digital marketing in basic Google Ads (independent of most of the rest of marketing) to sophisticated 4 or 5 channel integrated systems across a range of channels. Even for our B2B clients, we are integrating PPC, SEO, Email Marketing, YouTube, LinkedIn, with traditional things like trade shows (if they ever come back), magazines, and more. It all gets more sophisticated each year, and some investment in the integration and expanded digital effort is essential for long-term growth.

Trend 3 – Marketing automation and personalized follow-up. The automated ads and emails following us around are a fact of life. Every company should be employing the basics of this, a robust CRM system, and now a marketing automation system. Customers expect you to follow up with them promptly and with a personalized message based on what they were looking for. Using automation to do this is essential to compete on any efficient scale.

Trend 4 – Security.  Every day there is a new security breach, a website hack, or a systems shutdown. We just had a multi-day hosting outage for our major websites because of a ransomware attack on a major USA website hosting provider. The government is in the middle of a major hacking attack as this blog is being written. Companies must invest more in security systems for digital marketing properties, not just internal IT systems. Backup processes have to be robust. Security audits from true professionals are essential.

Trend 5 – Voice Search and Local SEO. Particularly for local companies, figuring out how to be found when a potential customer does a voice search or searches for a “…. near me” is essential to staying in business. The traditional way websites are built and content is written for SEO just won’t cut it for voice search and may not be optimum for local SEO. If people search for your business online, you can bet that the amount of voice searches is increasing.

The last area to be discussed is BUDGETING for 2021. As you can guess, the percentage into digital keep growing, and 2020 was a banner year. With trade shows shutdown and face-to-face meetings restricted well into 2021, more investment into digital marketing seems wise.

Here are some overall suggestions for small and medium B2B companies from CMO Surveys, Forrester, and eMarketer:

This is a broad brush at a few areas to consider as you finish up your 2021 Strategic Planning and flow that down to your digital marketing strategy for the year. If you have questions or need a Digital Marketing Strategic Blueprint, give us a call. We want to help.

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Frequently Asked Questions

B2B search engine optimization (SEO) is a specific type of online marketing tactic/service that can help a website of a B2B business gain more traction in order to increase their search engine rankings on Google, Bing, etc. What differentiates B2B SEO from B2C, is that for B2B SEO keywords focus on specific words and phrases that business/vendors search. A B2B SEO agency like WSI B2B Marketing can provide you with leading B2B SEO solutions.

Yes, with the right SEO strategy your B2B business will not only improve its search engine rankings, but it will also expand its online reach, and build trust for your brand. There is no better way to show potential B2B vendors that your company is knowledgeable and can deliver the services needed, than having a website and online marketing content that is easy to find and trustworthy. WSI B2B Marketing is a leading B2B SEO agency that can help B2B companies. Contact their team for services.

The cost of SEO services depends on the B2B SEO agency and the services and payment model they offer. The average monthly cost can range from around $750 to $2,000, while hourly rates can go from $85 to around $200. For entire projects, prices range from $5,000 to $25,000 and up. Reach out to B2B SEO agency WSI B2B Marketing for more information and services.

A B2B SEO agency can increase your brand’s online presence and help attract potential leads to your company’s website. By increasing your search rankings and visibility, businesses will get more clicks and users to their site and can increase sales opportunities. An SEO agency like WSI B2B Marketing provides a range of online marketing solutions. Contact them to learn more and improve your online presence today.

Basically, B2B lead generation services will locate customers looking for the specific services/products that you provide and lead them to your website or e-commerce platform. Lead generation is vital not only for marketing teams but for B2B sales as well. B2B SEO agency, WSI B2B Marketing, provides lead generation and other SEO services designed specifically for B2B operations. Contact their team today to get started.