Digital marketing trends small businesses need to follow in 2021
Technology is reshaping the way we do everything empowering you to create a digital marketing strategy that targets consumers in exciting new ways. This goes beyond the primary and secondary demographics mindset marketers have been using for decades, to hyper-segmenting your key demographics. Here are a few best practices for marketing to your multicultural audiences, who share many of the same pain points as your primary demographic, but have a few unique wants and needs.
Invest In Advanced Analytics
Modern analytics, or data science, gathers data and statistics across every department delivering insights far beyond what we saw even a few years ago. This includes data and insights that help you understand your multicultural reach. It’s time to sit down and dive into these insights so that you can create new marketing segments—both in and out of your primary demographics.
Expand Your Segments
The concept of creating and investing marketing dollars in 2 or 3 primary demographics and the occasional secondary demographic has everything to do with ROI. But things work a bit differently in the digital world. For starters, digital CPA is lower giving you more bang for your buck. In fact, digital marketing is so effective that some companies only market online. Since your marketing dollar goes farther you can invest in your diverse segments with confidence. It’s a win as you will better serve and engage consumers and while increasing your profits.
Seek Out And Highlight Inclusion
The process of creating marketing campaigns for your multicultural campaigns is no different and should begin with the basic motivation your diverse consumers have for buying your product or service, what problem it solves, and what the emotional buying triggers are. While your advanced analytics will help, you must seek diverse and targeted perspectives in this process and make your commitment to inclusion apparent. You can achieve this in a variety of ways including but not limited to:
- Send out surveys to better understand your multicultural segments
- Diversify your staff and marketing team to expand perspectives
- Show multicultural diversity in the images and videos on your website, blog, and marketing materials
- Create ads in multiple languages
Mix Up Digital Marketing Mediums
Multicultural can mean a variety of things, from ethnicity to geographic location, primary language, and the distinct cultural differences of a region or ethnicity. Beyond learning how to speak to each segment you must market via their preferred digital channels. This goes beyond whether they use Facebook versus Twitter to whether your dollar is best spent on mobile engagement versus desktop engagement—or video versus blogging. Digital consumption can vary greatly by region so this must also factor into your decision.
Ready To Diversify Your Digital Marketing?
LN & Company is more than just a digital marketing agency as we specialize in using modern technology to define and reach your multicultural segments—both regionally and internationally. Reach out today to discuss our full-service marketing for your small or mid-sized business.
