The start of a new year means new marketing strategies and tactics to experiment with. Whether you have limited experience with marketing, or are the member of your organization's marketing force, trying out new marketing techniques is one key component of scaling your business up.
It's no surprise that our habits have changed between January 2020 and now, given that the COVID-19 pandemic has drastically changed the way people in all industries work. Now more than ever are companies embracing working remotely, and hosting events or classes through streaming services to keep the spread of COVID-19 down. Unfortunately, COVID-19 is not going anywhere soon, and we must remain vigilant in our efforts to promote our communities from transmission—and the projected marketing trends of 2021 reflect that.
Where to get started? According to SocialMediaToday, here are some of the top projected marketing trends of 2021.
User Generated Content
User generated content, or UGC, refers to content created by clients, customers, or social media users who engage with your brand. The most common UGC lives in Instagram as photo and video posts, but UGC can be found on virtually any platform. But how do you find it?
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Ask users to tag you, or use a clearly specific hashtag to get your attention. When they do, you will easily see their content, and can promote it on your page. SocialMediaToday calls UGC the 'new word-of-mouth' because it's an organic form of marketing that relies on your brand advocates to market your business for you. SocialMediaToday even stated that UGC has a 400% higher CTR than other posts!
How to get started:
- Choose a specific hashtag, and ask users to use it to be discovered.
- Ask users for their permission before sharing—it's always the best practice!
- Combine UGC campaigns with contests and give out prizes.
E-Commerce
The year 2020 showed us that online shopping platforms are more necessarily now than ever. As we limit our physical interactions to stave off illness, offering efficient online sales platforms has proven to be a game-changer for businesses. While you may think e-commerce is just for selling physical items, a point-of-sales system can easily be used to sell registrations, classes, tickets, and so on.
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If you think e-commerce is only having a moment because of this pandemic, think again. In fact, SocialMediaToday said that 49% of people they surveyed plan to shop online much more than they would in person, even after COVID-19 has subsided. There has never been a better time to invest in an e-commerce platform, and offer contactless solutions.
How to get started:
- Explore Xplor Recreation's point-of-sale options.
- Make sure your clients, customers, students, or members know that you have a functioning e-commerce platform they can use to make purchases.
- Offer curb-side pick up or in-district delivery options for sales so buyers don't need to worry about shipping.
Video Content
This is nothing new, as video traffic has been on the rise for the last decade. But it is still staggering to see just how much engagement video content receives vs. their counterparts without video. SocialMediaToday stated that posts without videos get 92% fewer views than ones with at least one video—quite a difference!
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We know that starting on a video strategy seems easier said than done. You might think you need to rent out a filming studio or drop your savings on a video plan, but that's not necessarily true. There are much more accessible ways for small business owners or newcomers to video marketing to cut their teeth.
How to get started:
- Most modern computers and smart phones have great cameras, and decent audio recording capabilities. Use these to record videos; you may be surprised how positively your viewers respond to minimally edited videos taken with a phone.
- Use stock footage and a platform such as Canva to edit quick, dynamic videos for announcements on social media.
- Hire an experience videographer on Upwork or Fiverr to edit a quick video.
Offline / Online Hybrid Events
Several worldwide events were cancelled or postponed last year due to the pandemic, and it's hard to imagine this year will be much different. Industries all around the world embraced digital conferencing platforms such as Zoom, GotoWebinar, and more to host virtual conferences or events, and this trend will likely stick around for 2021. In fact, according to SocialMediaToday, the live streaming industry grew about 91.8% from 2019 to 2020! To put that in perspective, the live streaming industry saw users active for 3.89 billion hours in Q3 of 2019—and 7.36 billion hours in Q3 of 2020, respectively.
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The rise of streaming services for remote meetings has given rise to more accessibility in the long run. No longer do companies need to worry about all the costs associated with sending staff to events, like hotel stays, the costs of meals, or transportation. Instead, all you need to do is log on, and watch from the comfort of your own home.
How to get started:
- Learn more about Xplor Recreation's online booking system for events, classes and more.
- Offer a virtual goodie-bag including e-books and other resources for attendees.
- Give out early-bird prizes or discounts for early registrants that can be accessed digitally.
Brand Accountability
Finally, 2020 was a huge year for corporate responsibility and brand accountability. In the wake of protests responding to racial injustice in the United States and across the globe at large, consumers are increasingly exercising due diligence in researching how the companies and organizations around them exercise inclusivity. Not just this, but corporations all around the world saw a reckoning of executives who weren't participating in promoting a diverse, inclusive atmosphere.
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Naturally, we all want to know that we are supporting strong, positive organizations, and the conversation about which organizations to support on these grounds has gotten louder and louder over this last year. This is an important conversation that should carry on in years to come, and one that you can also join in on. But remember, your contributions to the conversation should be rooted in an innate desire to help your community, not for good press.
How to get started:
- Elevate marginalized voices and give them the microphone to talk about ongoing injustices.
- Run a donation drive to help a non-profit in your community.
- Share educational content, particularly if it's from marginalized communities to amplify their message.
New Year, New Software
Have you tried Xplor Recreation yet? If not, why not book a demo and see why communities across North America are making the switch? Our cloud-based platform gives you the ability to schedule classes, process payments, register new members, and much, much more!
