Unless you have been living under a rock, you have probably noticed that many things changed considerably during 2020 – and marketing is no exception.
New digital trends emerged or accelerated their growth, leaving many marketers searching for tools and strategies that fit better with this unknown scenario.
If you are one of them, you have come to the right place! We have put together a list of the best marketing tools for 2021 and added some useful tips and tricks on implementing them the right way.
Don’t be left behind and read on!
Best Marketing Tools for 2021:
Video is a must-have marketing tool for 2021! It was already powerful before the pandemic, but it has become even stronger now that numerous companies have been forced to dive into eCommerce.
With brick-and-mortar experience out of the table, video allows businesses to reach out to their audience at a commercial and personal level. At the same time, it enables customers to get the full picture of the companies’ products or services even if they can’t appreciate them in person. In fact, we dare to state a video can be more impactful than a hands-on experience.
There’s just something captivating about video – it can attract, engage, and even convert viewers in only a few minutes!
Being such a versatile format, video can efficiently boost brand awareness, conversions, consumer trust, and more. Some videos can also enhance your company’s reputation and help you develop a personal relationship with your audience. In other words, video marketing accounts for a full-funnel strategy that you can’t afford to neglect this 2021!
Many best practices come into play in a video production endeavor, but we don’t want to make this too long. So, we have summed them up in a single piece of advice: customize your video.
A custom video created according to your brand style will give viewers the right message about your brand and allow them to recall it better. More importantly, it will be built specifically for your target audience. This way, your video will be relatable to them and generate a bigger impact.
This strategy has been around for ages, and it’s still as relevant as ever! So we couldn’t leave it out from our list of the best marketing tools for 2021.
Email allows you to connect with leads that have shown an interest in your brand – they gave you their email address, after all! Moreover, it enables you to personalize your content according to a segmented audience or an individual’s behavior, amassing better results than less targeted strategy – much better results.
Email provides one of the highest ROIs in the marketing industry, being particularly beneficial for B2B campaigns, as executives tend to check their inboxes daily.
Email marketing campaigns are also easy to pull off, especially when handling the right software. You can create campaigns at short notice, reaching out to customers at the right time.
The problem with email marketing is the high competition. People receive hundreds of emails per day, and, logically, many of them remain unopened. So, to create a successful email campaign, you need to work on the open rate. Otherwise, recipients won’t get to enjoy it, no matter how great your email is.
One of the best ways to solve this issue is to add a video to your email. If you include the word “video” in the subject line, recipients will be more prone to open your emails. This demonstrates how curious and attracted people are by video content.
A video email marketing strategy combines the immediacy and segmentation of email marketing with the conversion power of video – isn’t this a match made in heaven?
Influencers tend to be big shots of the Instagram, YouTube, or TikTok community whose opinions and recommendations are highly valued by their audience – that’s where the influencer name comes from! Just to give you an idea of their marketing power, nearly 60% of people bought a product in the past six months thanks to an influencer’s recommendation.
Undoubtedly, influencer marketing deserves to be regarded as one of the best marketing tools for 2021. During the 2020 lockdown, many content creators from every field have seen their audience base grow exponentially, and your business can benefit from this!
Associating with an influencer would allow you to reach a larger audience and increase your brand awareness. What’s best, you’d be addressing the right targets, as this audience will be interested in your industry.
Need another reason to jump into influencer marketing? It is one of the most cost-effective social media marketing tools since it involves lower production costs and is more economical than social ads.
To take full advantage of influencer marketing, you should partner with a content creator who has a niche following similar to your target audience. Influencers who share more generic content have a more extensive audience base, but it’s often composed of fewer quality leads.
It’s also essential that you research your potential partner’s content and ensure that they are the right fit for the job. This person will represent your brand, so you must make sure they match your company’s style and values – you don’t want to send the wrong message about your brand!
Enhancing your website presence in search result pages can help you attract the right people at the right time.
Contrary to outbound marketing strategies that chase clients down, SEO allows you to appear only when your audience needs you. That is literally what good Search Engine Optimization is all about: appearing among the first results when your audience searches for topics related to your field.
This inbound marketing strategy allows you to target people who may be informing their buying decisions. So, it can help you boost your brand awareness and attract quality leads to your company.
Last but not least, SEO is a cost-effective way to gain new leads, at least in comparison with outbound marketing strategies like advertisement or cold calling.
To enjoy the many benefits of a great SEO strategy, we advise you to stay away from generic terms (such as ‘shoes‘) and aim for specific or long-tail keywords (like ‘summer shoes for women‘).
You see, generic keywords bring about millions of results – that’s too many webpages for you to compete with! On the other hand, long-tail keywords are more specific and therefore show fewer results.
Sadly, fewer people search for long-tail keywords. However, they account for better quality leads since they search precisely for what your website provides.
This online advertisement method entails paying only for the times a person clicks on your ad. It’s costlier than other marketing tools in this list, but it’s still more cost-effective than its counterpart, Cost per Mile (CPM), which involves paying for the number of times an ad is shown.
PPC ads are highly targeted, so they are only shown to specific people who match your target audience or search for particular keywords. Even better, PPC allows you to retarget those who have recently shown an interest in your product or services, like eShop visitors who left without completing a purchase.
Another great benefit of PPC is that it brings about faster results than other marketing tools like SEO, whose impact can be better appreciated in the long term.
We believe the best for your business is to feature ads in both Google and Facebook Ads, the giants of the PPC industry. But that alternative may be out of the table, so let’s see which one fits with your company the most.
Facebook Ads’ strongest point is its targeting potential. The platform allows you to select the demographic and behavioral aspects of whoever will see your ads. On top of that, it lets you address people similar to your current targets and those on your email list, being the perfect PPC platform for retargeting.
However, Facebook Ads may fall short in B2B campaigns, which benefit most from Google Ads. This platform displays your ad in Google Search and Maps when people look for specific keywords. In short, Google Ads allows you to combine inbound marketing with the immediacy of advertisement.
Every day more businesses are creating podcasts revolving around topics related to their fields, and it’s not hard to see why!
A corporate podcast is one of the most targeted marketing tools for 2021 since the listeners account for people genuinely interested in your industry. Equally important, they may hold your brand in high regard since podcasts allow you to position your company as an expert and connect emotionally with your audience.
This format is easy to consume, so listeners can enjoy it on the go, exercising, or even in the shower! Thanks to this, you can reach a wider audience than blog posts or ebooks.
Another juicy advantage of podcast marketing is that it involves low competition, as this is a relatively new marketing tool.
To truly make it in the podcast marketing world, you must offer valuable content that your audience finds interesting.
This content should be fresh. So, avoid emulating content you have already used elsewhere. That said, do use the podcast to dig further into that subject matter.
Finally, don’t neglect the podcast’s promotion. Remember to notify and encourage your social media followers or newsletter subscribers to tune in!
The pandemic has brought many changes to the way we market our products and services. Techniques that were once regarded as forces to be reckoned with have lost strength, and emerging digital strategies now ride the crest of the wave.
We hope this list of the best marketing tools for 2021 has helped you get a better idea of the scenario marketers face this year and taught you how to use it in your favor. All that’s left for us to do is wish you good luck implementing the strategies you have learned today!