Top Digital Marketing Strategies for Small Businesses in 2021

As we advance into 2021, the business landscape continues to evolve, presenting new opportunities and challenges. To help small businesses thrive, it's essential to adapt and embrace the latest trends in digital marketing. Below are five strategic pointers to enhance your digital presence effectively.

1. Distant Work Continues to Be the New Normal

According to a 2020 report from Stanford University, 42% of the U.S. workforce already telecommutes full-time. COVID-19 has accelerated this trend, making remote work the new normal. This shift offers several advantages for small businesses, including reduced overhead costs and increased employee satisfaction. Here are a few strategies to make the most of remote work:

Cost Savings: With no office space to maintain, businesses can allocate funds for technological upgrades or reinvestment into marketing efforts. Employee Engagement: Implement collaborative tools and regular virtual meetings to maintain productivity and team morale. Productivity Boost: Encourage flexible working hours to align better with employee schedules, leading to higher productivity.

Given the benefits, many small businesses likely will continue to offer remote work opportunities post-pandemic, making it a key focus in 2021.

2. Accelerated Digitization

The past year has significantly accelerated the digitization of business operations, and this trend will only continue in 2021. To keep up with customer expectations, businesses must prioritize a digital-first approach. This involves:

Mobile-Friendly Experiences: Offer mobile ordering, contactless delivery, and mobile apps for seamless customer interactions. Accessible Options: Provide accessible and curbside pickup for customers with accessibility needs. Utilize Chatbots: Integrate chatbots on your website to provide immediate customer service and enhance user experience. Online Retail: Build an e-commerce platform to cater to customers who prefer online shopping. Virtual Services: Offer virtual services or consultations to reach a broader audience. Omni-Channel Presence: Ensure a consistent online and offline experience for customers.

By embracing these changes, small businesses can better connect with their audience and offer a more streamlined experience.

3. Compassion and Purpose-Driven Missions

Following a year of global disruption, customers are looking for more than just high-quality products and services. They are seeking businesses that demonstrate compassion and purpose-driven missions. According to a 2020 study by Zeno, consumers are three times more likely to buy from and recommend brands with a strong purpose. To build trust and foster customer loyalty:

Show Empathy: Be sensitive to your customers' needs and fears, and tailor your offerings accordingly. Communicate Transparently: Use a compassionate voice in your marketing materials to connect with customers emotionally. Corporate Social Responsibility: Support social causes and community projects, making your brand more relatable and trustworthy. Customer Service: Go beyond basic customer service to ensure your team represents your brand's values and mission.

Meeting these expectations can significantly enhance your brand's image and customer engagement.

4. Moving from Growth to Productivity

As small businesses recover from the economic fallout of 2020, many entrepreneurs will adopt a more conservative financial approach in 2021. This change in strategy can help in reducing costs and maintaining steady income. Specific strategies to focus on include:

Automation: Automate routine tasks to save time and reduce labor costs. Software Integration: Merge or replace software systems to streamline workflows and decrease operational expenses. Negotiate Contracts: Rerange vendor and supplier contracts to find better deals or optimize current ones. Outsourcing: Outsource non-core activities to specialized firms, allowing you to focus on your core business.

Strategically focusing on productivity can help small businesses navigate the challenging financial landscape more effectively.

5. Prioritizing Local Businesses

Due to the financial hardships faced by many small businesses in 2020, a significant number of consumers have shifted their spending to local businesses. According to Salesforce's report, 59% of customers would prefer to shop from a small business rather than a large enterprise. To capitalize on this trend:

Local Marketing: Boost your presence on social media with local hashtags and campaigns. Community Involvement: Participate in local events and charity drives to build goodwill in the community. Charitable Giving: Donate to or partner with local non-profit organizations to enhance your brand image. Customer Engagement: Create personalized digital experiences that resonate with local customers.

By focusing on these efforts, small businesses can attract more local customers and build a stronger community presence.

Adopting these strategies can position small businesses for success in the coming year. By staying adaptable and responsive to market changes, you can capitalize on the digital landscape and grow your business in 2021.