It is no joke that 2020 has been full of surprises and shifted the way organizations communicate with their customers. Marketers have to rely on digital solutions to maintain and build relationships with their target audiences more than ever. With that in mind, there is a lot we can learn from 2020 moving forward.
We are going to take a look at the top 10 statistics from 2020 that we believe give meaningful insight into what your organization’s marketing efforts should focus on or change this next year.
Let’s dive in.
#1 Optimize Your Site for Mobile
It’s 2020, and by now close to everyone has a smartphone. Consumers are on the go more than ever and rely on their mobile devices for access to any and all information. According to mobile UX statistics, 85% of adults think that a business’s mobile website should be as good or better than its desktop equivalent. It is likely that most of your consumers are viewing your website on a mobile device so it is vital that your site is optimized for mobile viewing. Does your site have a responsive web design? Responsive web design allows web pages to alter their layout and appearance to suit different screen widths and resolutions. This ensures that your site is easy to navigate on mobile.
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#2 Email Marketing is Worth Every Penny
According to Litmus research, for every $1 marketers spend on email marketing, they receive $42 in return. Research consistently shows that email marketing produces revenue which means this should be a priority in your marketing strategy. Don’t forget to focus on integration and segmentation when developing email campaigns. When you use segmented campaigns, you may have as much as a 760% increase in revenue. To piggyback off of #1, mobile opens account for 42% of all email opens in 2019. This means it is important to optimize your emails for mobile screens. Mailchimp is a great platform for creating emails that are optimized for mobile devices. Pro tip- schedule emails to send between 10am-12pm as that time frame has the highest open rates.
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#3 Invest in a Website Upgrade
My Technology shares that 94% of people don’t trust outdated websites. It is so important to stay up to date with the latest web design trends. Over time we are learning more and more about consumer behaviors and what consumers like to see on a website and how they want to find the information they’re looking for. Web design is constantly progressing and it’s important to give your site a refresh if it’s been a few years. Did you know 63% of businesses are investing in a website upgrade this year?
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#4 Invest in Facebook and Google Paid Advertising
According to Hubspot research, Facebook and Google search advertising provide the highest ROI. Facebook at approx 34% and Google Search at 27%. It is no secret that Facebook is the place to advertise as well as Google coming in right behind. Paid advertising is the best way to get results fast. Earned growth is crucial in this highly saturated online market. We have seen how even small budgets can produce results.
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#5 Videos Perform Better
On average, users spend 84 minutes watching videos daily. 38% of video posts receive more engagement than images on instagram. We cannot stress enough how important video content is for your social media strategy. There is tons of research to back up the fact that videos receive more attention, engagement, and perform better than static feed posts. The point is- make things move! Traditional video, motion graphics and animation are all ways to take your content to the next level. We have a video production team that can meet your moving-content needs.
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#6 Utilize Stories on Social Platforms
Stories are growing 15x faster than feed-based sharing. Since Facebook and Instagram introduced the stories feature in 2017, they have become a huge player in social media marketing. It is no surprise how popular sharing through stories has become. Taking it back to #5, people love watching videos. With stories, you can add video, moving pictures (Boomerangs), moving gifs and you can go live.
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#7 Perform a Usability Test
85% of issues related to UX can be detected by performing a usability test on a group of five users. How do you know if your site is offering a smooth and easy user experience? What information is hard to find or which areas of the site overwhelm the user? These questions can easily be answered by performing a usability test. Here at Gray Digital Group, we offer a usability test that can help you pinpoint where your website needs improvement. During our usability test, we can do an accessibility check to make sure it’s meeting current ADA standards.
#8 Prioritize Your SEO Strategy
A combination of high-quality content and link building is the most effective way to rank content in search engines according to Safari Digital. 51% of the traffic for B2B and B2C sites is driven by organic search. Paid brings in 10% traffic and social generates only 5% traffic.
#9 Listen to What Your Audience is Saying
Social Listening is the #1 tactic for social media. According to Hubspot, social listening is the monitoring of your brand’s social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities. Making social listening a priority in 2021 will increase your credibility, increase your conversions and help you cater your goals to what your audience wants to hear. Did you know that 90% of consumers read online reviews before visiting a business? Part of social listening is generating reviews online.
#10 Engage Your Audience in a Virtual Parameter
PowerTraffick states that in the span of just one year, from 2018 to 2019, the total number of devices around the world with ad blockers rose from 142 million to upwards of 615 million. This should be a sign that marketers need to be more strategic with how they push ads to their customers. One way to do this is called geofencing. Geofencing is a location-based service that businesses use to engage their audience by sending relevant messages to smartphone users who enter a predefined location or geographic area.