HubSpot’s State of Inbound Marketing 2021 dropped recently and after taking a look through it, we definitely can say this:
The more things change, the more they stay the same
What do we mean? Read on!
Attracting people to your service/product offerings is still the best way to market your company to prospects (as compared to advertising/broadcasting your offerings at them, as most traditional marketing did for decades).
So while “inbound” marketing is still absolutely critical, it’s changed just a bit in that it’s much more personalized and conversational and marketer’s broadcasting platform of choice is social media.
Marketers’ other big focus is content creation and highly personalized emails
We’ll discuss what types of content in Part 2 of our overview of the State of Marketing report. Here in Part 1 we’ll focus on marketers’ greater use of social media as a primary marketing tool this year as well as their embrace of highly personalized marketing emails.
Listening to your prospects
Social media no longer (if it ever was) is merely broadcasting links to your blog posts, videos, etc.
Today, marketers are using social for social listening, a tactic in which you monitor your social channels for those times users mention your brand, your competitors, your services/products, etc.
Doing so allows you to respond to conversations, but to also track and analyze the conversations. It’s a terrific means of performing audience research.
According to the report, about 43 percent marketers say they get the best ROI from Facebook, while 33 percent say they get the best from Instagram (the two platforms are the top spots for ROI). Interestingly, Instagram is more popular with marketers, but Facebook wins when it comes to ROI.)
Your customers are talking to their friends on social about what they love – and hate – about your products/services. Listen to what they’re saying, and consider tweaking your products and services as appropriate.
By giving a microphone to your clients and prospects and then truly heeding what they say you can create a direct relationship with your audience, learning how to engage, support them…and then convert them into loyal customers and even brand promoters. You no doubt will see more sales and a healthier bottom line.
Additional popular social media marketing tactics in 2021
Forty-eight percent of marketers are using hashtags in their social media marketing efforts, while another 46 percent are using live video. (Nineteen percent also are using augmented reality.)
E-mail marketing refuses to die
Every year, some wag – or several – declares that this year is the one in which your prospects say “enough with the email messages” and refuse to open them.
Hasn’t happened. Not this year and probably not next.
In fact, this year a full 77 percent of the marketers surveyed by HubSpot said they saw more engagement over the past year. While it could have been because more of us were stuck at home due to the pandemic, it also could be because savvy marketers have been using extremely personalized messages.
You do this by targeting your ads to specific subscribers based on the data/info you’ve gathered on them. Info such as: where they live, what product/service – if any – they’ve purchased from you, how many times they log into your app, how many times they open an email (and what kind was it), how many times they clicked the link in your email (and what it offered), and so on.
By the way, most marketers keep their emails to just one or two a week. Send more and your risk alienating members of your list.
In addition, 24 percent of marketers send mobile-friendly messages. (Frankly, we’re surprised surprised it’s not more, as 46 percent of us open our emails on mobile.)
Stay tuned for the types of content marketers are using in 2021
Content marketing is still critical: it’s more personalized now.
We’ll discuss in Part 2 of this series on the state of inbound marketing, according to HubSpot.