New year, new marketing trends!
With 2021 just around the corner (phew), it’s time to start looking ahead to new marketing trends and what to expect for 2021, as we leave 2020 far behind us!
Therefore, we’ve covered some of the top marketing trends for the new year to help you have a head-start against your competitors and begin the new year on the front foot.
So, let’s take a closer look at some of the marketing trends for 2021 below.
Featured Snippets and No-Click Searches
For years, the goal of SEO has been to get your listing to ‘position number one’ in search results. However, going into the new year, the end-goal changes to visibility as ‘position zero.’ In other words, ‘position zero’ refers to Google’s featured snippet, and it looks as though 2021 marketing trends are prioritising it.
Unlike other search engine entries, featured snippets are separated by a small box located at the top of the SERP. Most importantly, this box contains additional and relevant information in an attempt to answer the user’s question without them having to click on it, thus the name ‘no-click search.’
So, if you want to target a featured snippet yourself, you will need to be optimising for long-tail phrases, such as questions. Make sure that you answer the keyword question very clearly in the content itself and try to use a bulleted list or a table structure.
Some of the marketing trends for 2021 are also about overcoming obstacles, such as ad blockers. With just over a quarter of internet users expected to use ad-blockers next year, marketers will have their main source of traffic automatically cut off, including PPC campaigns.
Ensure you check how big of a problem it is for you by checking your analytics and ad data, which will tell you what you need to do. This all depends on your target audience and where you post your ads.
However, if your ads fall victim to ad blockers, the best thing for you to do is adapt. You will need to consider readjusting your advertising budget to suit other, more successful campaigns, which could include influencer marketing that has proven popular with younger audiences.
Although this trend has been around for a while, it is only just being recognised as a best practice. Interactive content is beneficial in so many ways, including improving the user’s enjoyment and experience and promoting more engagement.
Interactive content such as quizzes, open-ended questions, and giveaways increase the amount of time users engage with you. In turn, this helps your standing in algorithm-based feeds and searches. Interactive content is part of the larger trend towards personalisation; allowing the users to have their opinion heard or answer for themselves gives them a more personal connection to the brand.
Google’s local SEO algorithm is frequently updated, so if you are a local business, then it’s important for you to continuously update your business’ appearance in local results too.
Local SEO can, in a way, be more powerful than broad SEO; those searching for a specific type of business with their geographic location have more intent to purchase, making them more likely to convert.
Incorporate local keywords into your SEO strategy, making sure that you prioritise the name of your town or city as a top keyword. You can also sign up to Google My Business and claim your listing or create a new one. In turn, this will help you to rank higher in Google SERPs, as well as allow you to offer more information about your business.
It’s important that you continue to check any new marketing trends throughout the year and stay on top of new updates from Google, so you can stay ahead of the competition and adapt your marketing strategy accordingly. For advice or help from an experienced digital marketing agency in London, don’t hesitate to book a 30-minute consultation with us today.