2021 Marketing Trends and Predictions from CEOs and Founders

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It is the start of a new year, so we asked CEOs and Founders what they expect to be the top trends and technologies for 2021.

 

 

David Meltzer, CEOEast Insurance Group Website

 

As far as trends go, I see companies downsizing the social media tools they’re using. Gone are the days of using all existing platforms because the demographics have changed over the years. Nowadays, it is indeed much wiser to stick with those that most people use, like Instagram and TikTok.

 


 

 

David Reichmann, Owner & FounderRawrycat Pet Products

 

2021 promises to be a very interesting year for media buyers and advertisers. Apple's new tracking policies mean targeting iPhone users will be harder than ever. Considering what a considerable share of browsing is done on iOS Safari, this could impact nearly every advertiser. Facebook has released a statement indicating this could lower returns for a large percentage of its campaigns.

 


 

 

Nik Sharma, CEO, Sharma Brands

 

As we have all been transplanted into the digital realm, social media and influencer marketing is bigger than ever. Youtubers propel growth for companies through paid sponsorships on regular lifestyle content. Consumers skip through the classic Google ads on Youtube but they sit through “tutorials” or “try-on hauls” or “reviews” that their favorite influencers deliver and drive up engagement and sales with the discount codes tailored to the influencer. This is definitely going to be the name of the game, especially during this period of a digital lifestyle.

 


 

 

Sid Bharath, CEO,Broca

 

I think the biggest and most impactful trend will be the adoption of AI in areas of marketing that were previously thought to be only the domain of humans, such as copywriting. Powerful language models like GPT-3 have enabled this. We built a platform using this technology, Broca, to help marketers generate content for their ads. We're going to see many marketers adopt these tools to help them be more productive.

 


 

 

Darren Litt , Co-Founder, MarketerHire

 

Creating an effective growth strategy for uncertain times next year will be the biggest challenge. Going digital became necessary to survive for most businesses this year, and so it will be imperative to make the most of it and have a solid digital marketing plan in place. Catering to client needs sensitively through a worldwide pandemic has also been an obstacle this year. All in all - being flexible and adaptable to any situation will be the best strategy for success in 2021. Have a clear plan in place but then have a backup plan and maybe even a backup plan to your backup plan. The next few months are going to be uncertain with the pandemic and a vaccine, and people are going through a lot of stress. Know your customers and be ready to adapt to their needs.

 


 

 

Oliver Walsh, Co-FounderASYSTEM

 

With our new norm in full effect due to COVID-19, digital marketing is key. The focus is shifting toward Artificial Intelligence (AI), SEO, video advertisements, voice search, and automated bidding for Google Ads. AI can be used for data tracking and analysis for communication purposes, allowing businesses to improve customer satisfaction. SEO strategies keep business websites listed at the top of search engines, in order to increase visibility. Using video advertising keeps customers informed by creating additional avenues to explain the features of your products or services. Many homes are equipped with voice search technologies, including Alexa and Google. Optimizing for voice search keywords will help customers find you more efficiently. Automated bidding for Google Ads is programmed to adjunct bids in real-time, so you can maximize your campaign goals. In addition, there are several email marketing trends to be aware of. There is an overall need to make the customer journey seamless. Give the customer exactly what they would get if you were having a conversation in person. No hard selling. Expect to see changes in how we format emails. Think less clickable images shouting at the customer and more well structured-single objective layouts. Switch from gifs and lots of images to bold colors that grab the attention of the customer.

 


 

Omid Semino, Founder & CEO,Diamond Mansion

 

Companies need to set marketing goals with the changes made this year in mind. There are certain marketing strategies in 2020 that really took off. We saw plenty of brand collaborations, empowerment of communities, and political stances in marketing this year, and going into next year, companies need to keep that momentum going.

 

 


 

 

Liz Eddy, Co-founderLantern

 

COVID will still be heavily present in all facets of business in 2021. Companies will need to continue to adapt and introduce virtual or socially distanced experiences while understanding the very real zoom fatigue that is occurring. We're beginning to recognize we can not operate life as usual but just on Zoom. We are going to have to create new ways to feel connected and learn how to utilize virtual interaction in a meaningful way going into the next year.

 


 

 

Aylon Steinhart, CEO & Founder, Eclipse Foods

 

User Experience (UX) and Interactive content will play a big role in marketing in 2021. We know that users love engaging content that speaks directly to them. Creating a marketing strategy that reels users based on page experience is something that we are working towards. However, creating great content that reels in users is not the ultimate UX; it's about speed, visual stability, mobile-friendliness, and safe browsing. Implementing these tactics on content marketing strategies will increase visibility and engagement. The easiest way to start is by ensuring that your page is mobile-friendly, does not take too long to load content, and your users find everything in a fast and convenient way. Creating interactive content is not that challenging; engaging with your audience on social media, asking questions, taking them behind the scenes, and even posting infographic videos that tell amazing stories keeps your audience happy and engaged. UX and interactive design have become very popular once we all had to go on lockdown, and eCommerce has been the driving force behind sales during the pandemic. As we head towards a more digital world, UX and interactive content will continue to rise. Implementing tactics that gear towards increasing user engagement will enhance your brand's visibility efforts.

 


 

 

Kent Lewis, President & FounderAnvil Media

 

Influencer marketing will solidify its position as a key channel for consumer brands Consumer brands have historically used social media influencers to present authentic unbiased advertising to appeal to prospects and customers. The pandemic amplified the impact influencers have on the purchase of products, due to a limited ability to shop at stores. Social media use dramatically increased during the pandemic and research firms believe this trend will be lasting. A recent study found that 40 percent of people reported that they purchased a product online after seeing it used by an influencer on YouTube, Instagram, or Twitter. As a result, there is an opportunity for brands to utilize social media influencers more now than ever. TikTok experienced explosive growth, surpassing Snapchat in usage with Gen Z, and brands have taken notice. Ocean Spray and Florida Paint's timely and opportunistic embrace of influencers is just the tip of the iceberg for brands going into 2021. Influencers can speak on a more personal level and give their honest opinion that resonates more with their followers compared to normal brand advertising. We expect influencers to gain even more popularity and followers and businesses to use influencers more than ever before. Brands focusing on social, environmental and ethically responsibility will flourish The racial inequality protests in 2020 inspired us to change our own behaviors and advise our clients on content strategy. We predict brands will make significant efforts to clean up business practices and adjust messaging to appeal to enlightened consumers that care deeply about a company's purpose and commitment to social and environmental sustainability. Research has shown that ethical businesses will be more successful in the long-term, so we expect to see many businesses to join in the movement in 2021. Most recently, more brands have taken an anti-consumerism approach to holiday marketing, a trend initiated by REI years ago. Look for more planning around these positions in 2021.

 


 

 

Stewart Dunlop, CEOLinkbuilder.io

 

Great topic to raise, since 2020 has re-shaped the marketing industry, and we will see its impact on the upcoming trends. COVID-19 has turned the focus towards the things that really matter, so we already can see that self-awareness and a more conscious approach towards choosing products are becoming more popular among customers, that's why these sentiments need to be taken into account doing marketing like switching attention from getting more to getting more relevant products. Many companies will do eco marketing targeting not the new purchase numbers but growing loyalty and contributing to solving some social or environmental issues to show that the mission is much more important than revenue (we see many companies helping non-profit local organizations and initiatives, like forwarding a certain percent from their profit to fund local hospitals and other charity projects).

 


 

 

Alex Keyan, CEO, goPure Brands

 

Social media has been our most effective way of raising awareness for 2020. Customer experience and social proof is a huge driving force for our business. Social media has allowed our customers to come together and share stories about our products. We have a Facebook group called goPure VIP Community. In that group, people share their stories on how our products have changed and transformed their lives. For this coming year 2021, we are keeping strong with our Facebook group and leverage more on video content that our audience can use as a reference to the benefits of all of our products. We want to optimize more SEO efforts in social media marketing campaigns to make it easier for people to find our content. I believe that 2021 will demand more for marketers to bring the shopping experience at home. Since we are experiencing major covid lockdowns we have to figure out how to be more engaging with our audience and bring our products to a more virtual environment. This is why I believe that video content will dominate marketing strategies for the year 2021. One of the great things about video content is that it can be quite budget-friendly. With Youtube being the second largest website uploading content and growing your base can be quite simple.

 


 

 

Dr. Livingood, Owner and CEO, Livingood Daily

 

I am Dr. Livingood, yes that is my real name, I am a Doctor of Natural Medicine and chiropractor. In 2007 after nearly losing my father to health conditions, I discovered solutions that got my father off 15 medications and overcame major heart and autoimmune conditions. Now my two Amazon #1 Best Selling books, 25,000 patients of experience, and Livingood Daily Lifestyle impact millions online. At Livingood Daily, we understand people need help. With this in mind, our marketing strategy for 2021 is to share our simple story of WHY we want to help our audience and make them a simple, low-cost offer to allow us to help them. Knowledge is more valuable than information. We can put out lots of information, but when we equip customers with a way to apply and use the information, that's knowledge. Overall, we aim to educate our audience which is best achieved by producing lots of relevant and informational content for our social channels, mainly focusing on YouTube and Facebook. We plan to put out new videos 3 times a week. Please check out our Youtube page for examples: https://www.youtube.com/c/DrLivingood/videos

 


 

 

Stewart Dunlop, CEOPPCGenius

 

I believe the topmost trend for marketers i 2021 would be the Use of AR-powered shopping experience even more. Augmented reality (AR), artificial intelligence, and (AI) machine learning is here to stay. According to a survey, customers listed Augmented and Virtual Reality as the topmost technologies they’re asking to help them in their daily lives, with 51% saying they would be more than happy to use AR technology to evaluate products. As a lot of shoppers continued to rely on online shopping through the pandemic, retailers support AR technology to connect the gap between the physical and the digital.

 


 

 

Jake Smith, Managing Director of Absolute Reg

 

In my opinion, Voice-Activated Digital Assistants would be the biggest marketing trend for 2021. Voice-activated digital assistants proceed to be huge sellers, and let’s be genuine– some households talk to Alexa, Siri, or Cortana more than they speak to family members. The popularity of voice search both at home and on our phones has pointed to one of the most important shifts in using keywords. Think about it. When we type a search into Google, we phrase it differently than when we use Alexa for information. For instance, a person looking for the nearest Indian restaurant might type “Indian restaurant Raleigh” into Google, but might ask Cortana, “where is the closest Indian restaurant?”. When writing content, choose your keywords based on the questions people may ask when using Siri or Alexa. This can boost your visibility, and this digital marketing trend shows no sign of slowing down.

 


 

 

Daniel Snow, CEO, The Snow Agency

 

For the year 2021, there are two marketing trends that we are preparing for already and that is interactive content and Augmented Reality to showcase how certain products will look in people's homes. If you have been doing traditional statistical marketing strategies for the past few years, wrapping your head around a new marketing strategy can be a bit overwhelming. However, you don't need to invest in new technology or hire an agency that specializes in interactive content; you can use social media to your advantage. You can use Instagram polls to ask your audience questions, have a quiz in your blog, or simply use an infographics video to tell a story. You can do all this, and it's an easy way to add more value to your marketing strategy for 2021.

 


 

 

Ashwin Sokke, co-founderWOW Skin Science

 

Due to customer buying behavior changes that have occurred since the pandemic and lockdown, we have shifted a lot of our marketing budget towards influencer marketing on social media and plan to continue to adjust our strategy as we move into the new year. Our influencer outreach team uses insense.pro and carro to gather influencers to give us UGC (user-generated content). Most of the time we give them free products in exchange for a video testimonial/usage and recommendation. We also have a collaboration program, where we get access to influencers' Facebook page/Instagram page to advertise their generated content, it makes it more personalized and gives our brand more reach. Depending on the influencer we give $100/month base pay for getting access to their FB page. We also give them a 5% rev share to all sales that they generate through their links when I say links we use Everflow platform to set up the offers they push. Our media buying team works with their FB pages to promote any products they pushed using UGC ads. These strategies have proven to be the most successful in driving traffic and growth from social media, but please consider each industry is distinct and the current state of the world has had a major effect on our decisions.

 


 

 

Jonathan Bass, CEO & OwnerWhom Home

 

Due to the global pandemic and the current state of our country which will most likely continue well into 2021, I see businesses moving away from expensive social media marketing strategies they were using previously, such as influencer marketing. I predict business owners will have no other choice but to shift away from digital marketing methods that don't have a clear ROI like influencer marketing that might be favorable in the long term building of your brand but don't have a clear initial return. All business owners need to be more conscious of their spending right now and typically marketing budgets are the first to be revised. At Whom Home, I have shifted most of the marketing budget to ads on Facebook, Pinterest, Youtube, Instagram and SEO. My marketing strategy has shifted since the start of the pandemic and will continue to adjust as the world climate changes throughout the next year. These changes will have an impact on social media marketing and will cause a disruption of the type of content and trends we will see on these platforms moving forward.

 


 

 

Jason Akatiff, Co-Founder, Boundery

 

Over the next year, I predict there will be an even bigger shift towards marketing through social media communities, for example, Facebook groups. Figuring out a way to organically engage and formulate relationships within Facebook groups allows you to genuinely market your product to thousands of members. Especially in this time of a global pandemic, when people are spending so much of their time online. It is important to never underestimate the power and need for human connection. People are lonelier than ever and with the virus cases still on the rise, we might be stuck inside our homes going into next year, not able to socialize in person or enjoy typical activities such as restaurants, bars, concerts, museums, etc. Many of us are resorting to spending that time connecting online in forums, chats, and Facebook groups. This type of marketing requires time commitment, patience, and strategy but ultimately delivers high rewards.

 


 

 

Jordan Smyth, CEO & FounderGleamin

 

I am Jordan Smyth, the CEO & Founder of Gleamin. At Gleamin, we use potent superfoods to enhance natural beauty and empower life. Our clean products are carefully formulated to invigorate our global community with a new-found sense of freedom. Facebook Ads has to be the key player for us in 2020 and will continue to be in 2021. On top of this, Email & SMS Marketing to increase retention. Our marketing strategy is more of the same, but pushing into new markets with a similar strategy. Gain content and awareness, then let that content funnel into paid advertising.

 


 

 

Laura Rike, CEOLauraRike

 

One of the top trends I forecast in 2021 is the desire to use social media for shopping. Evey social media app developer knows that the way to keep people’s attention is to show them things they want and desire to have. First Pinterest added rich pins for easy access to shopping in-app, facebook’s marketplace is booming for small businesses, Instagram has added a new shopping tab. Use this to your advantage in 2021 as a business owner. Don’t wait to start profiles on these huge social platforms, especially search engines like Pinterest since is it so underutilized, but has so much to offer like the ability for the audience to search a subject, find your pin, click your website, and you secure the sale.

 


 

 

Sam Lowy, CEOLife Insurance Star

 

As a CEO, I keep up with the current marketing trends to be up to date and not be left behind. I also try to have our marketing team to employ these strategies for our company. In terms of trends, I believe that virtual events are here to stay. This won’t only be out of necessity, but also because it taps into a wider audience that’s beyond the company’s target audience. We are slowly moving into a fully digital world, and the only way to progress is to accept that. If you decide to use this — let me know and I’ll promote the article via my channels.

 


 

 

Lucas Vitale, FounderBusiness Insiders

 

I believe finding an untapped paid advertisement platform will be vital. Facebook Ads is getting extremely competitive and I don't think it'll ever go back to what it used to be. Once the Q4 competition drops off, we'll be able to see just how expensive Facebook ads will be early Q1. This will be a quick indication of how competitive Facebook Ads will be for the rest of the year (compared to other year patterns). It is crucial that the best marketers begin finding alternatives as soon as possible.

 


 

 

Michael Hammelburger, CEOThe Expense Reduction Group

 

One trend that will be visible in 2021 is *marketing cost reduction strategies* in light of the effects of the pandemic. In our firm, for instance, we aim to introduce cost reduction and tax analysis strategies to determine quickly and accurately how to increase our clients' cash flow and reduce expenses. This pandemic has influenced us to make huge adjustments in our business model to better introduce cost reduction and tax analysis strategies and help determine quickly and accurately how to increase our clients' cash flow and reduce expenses.

 


 

 

Matt Satell, CEOPrime Mailboxes

 

One trend will be more consistent presence in different channels. This pandemic season when most consumers turn to online stores, we've bolstered our gross profit in our eCommerce site by employing the Baader-Meinhof phenomenon. In a nutshell, it explains why cognitive bias occurs when a product that a target market has just noticed online or heard through word-of-mouth marketing suddenly crops up constantly. A more consistent presence in different channels makes our brand more trusted. For instance, we've invested in multi-channel marketing to get the word out about our website and the bodyboard products that we carry. We then take advantage of social proof through customer reviews and features on our newsletters. Our customers' testimonials are essential in our brand's great storytelling approach to leverage confirmation bias.

 


 

 

Sanket Shah, CEOInVideo

 

2020 has been a testing and challenging time for all, and for the same reason, marketing took a whole 360-degree turn as well. We have seen some great experiments in 2020. Some have failed, some have boomed like never before! But, what holds for us in 2021 is a different question altogether. We are absolutely sure about one thing: the entire marketing game will be mostly on the digital front as 2020 saw a significant transformation regarding the same. And many businesses have soared up high due to that! Live streaming has been doing well and how and the pandemic has fueled the need and engagement on it more than ever. So, many brands will consider sticking to doing live streams as it has benefited them a lot in terms of customer engagement and communication. This pandemic has taught us all one thing that putting out facts and going by them alone will not help anymore. 2021 will be more about what you think as a brand, about values, and how well you communicate that out there to the world, that is, your target audience, to be precise. Always remember, our customers is what makes us who we are today! So, it’s imperative that you build that trust with and for them.

 


 

 

Patrick Dhital, Founder, Honey Skin

 

I believe finding an untapped paid advertisement platform will be vital. Facebook Ads is getting extremely competitive and I don't think it'll ever go back to what it used to be. Once the Q4 competition drops off, we'll be able to see just how expensive facebook ads will be early Q1. This will be a quick indication of how competitive Facebook Ads will be for the rest of the year (compared to other year patterns). It is crucial that the best marketers begin finding alternatives as soon as possible.

 


 

 

Avinash Chandra, Founder & CEOBrandLoom Consulting

 

With more companies trying to indulge customers in more realms possible, I think that Augmented Reality, Virtual Reality and Mixed Reality will be the future of marketing. These technologies provide more immersive experiences for customers- which helps brands forge a strong connection with their audience. Artificial Intelligence and Machine Learning are indispensable when you talk about marketing trends of 2021. These technologies are opening up new avenues in delivery and services.

 


 

 

Kristin Marquet, OwnerMarquet Media

 

I am a digital marketer and agency owner, and here is my best 2021 trend. Authenticity and transparency will become more important than ever before due to the fact that consumers want to purchase from companies that do good in some type of capacity. A company's core values should be expressed and reflected in all consumer touchpoints. I'd also be interested in being featured in an interview. Please let me know if you would like to discuss this further.

 


 

 

Joy Gendusa, Founder & CEPostcard Mania

 

People are spending more time than ever at home, and businesses are tapping into this with physical touchpoints like postcards. As the founder/CEO of a direct mail tech company, I've seen this first hand. Our 2020 numbers are record setting. August, October and November all set highest-ever revenue records in my company's 22-year history. And, after a dismal March-April (when earnings crashed 41%), we ended 2020 about 10% up year over year despite the pandemic. Expect to see more ads in your maibox in 2021.

 


 

 

Adam Rowles, CEOInbound Marketing Agency

 

Everything is evolving, from the way people search on the Internet to what they search on the Internet. So the thing is, SEO will depend a lot on the search intent and the search pattern. This looks simple but it is complicated. The search pattern is directly proportional to human behavior and thought patterns. And this also differs according to the location. In simple words, the improvement and understanding of semantic search will be very important for digital marketing companies. The algorithms will be based on the semantic search. They will fetch the grammatically incorrect and random sentences to something perfect that the user wants to know

 


 

 

Mike Sadowski, CEO & Founderbrand24

 

Advertisement industry met a significant obstacle during the year 2020, which is, of course, the COVID-19 pandemic and all the restrictions carried with it. Not only movie recording began to pose more of a challenge, preparing video for ads got harder too. More creative and open-minded brands asked their customers to make short videos or only a photo with their product. The company then created a campaign with clients in their cozy houses happy with a product instead of artificial actors. This method is called UGC (User Generated Content). It’s a perfect way of showing customers’ loyalty to the brand and cutting spendings on the advertisement. The trend was quickly spreading through social media and is expected to stay in marketing for 2021. It’s a good idea, but in reality, the company has to have truly loyal customers ready to spend their time recording or doing photos and publicly sharing their image. Either way, marketers still need to pay people for providing the content. Then, it’s just another type of acting but without professionals. However, there is a lot to improve and discover in advertisements created with clients' content.

 


 

 

Nick Chernets, CEO, Data for SEO

 

I believe one of the major trends next year will be interactive content. People are overwhelmed with a ton of information everywhere and they are looking for new, original ways to engage with brands. The easiest way to achieve this is through social media. Marketers can post all kinds of quizzes, polls, surveys, contests but also giveaways that will surely attract a wider audience. One important thing to have in mind is the purpose of these interactions. Each post should provide certain value for the users and either teach them something new or award their efforts. For instance, small discounts or special deals are great for rewarding the most loyal followers.

 


 

 

Ajmal Dar, Founder Moccasin Guru

 

I would say that Shoppable Posts will be one of the marketing trends in 2021. We've seen it on FB and IG, and it continues to get more popular with business owners. The latest survey shows that there are 4.14 billion social media users now and subject to increase. With that in mind, they would see it as a perfect opportunity to boost sales - by establishing easy shopping options for their potential consumers.

 


 

 

Dan Payne - Senior Marketing Manager

 

In 2021, marketers should be prepared to operate in a similar context as 2020. At least for the first half of the year, marketers should not be planning for any in-person business meetings and they should expect most of their audience to be working remotely. As a result, tactics like in-person field events, trade shows, and direct mail are not likely to be at a marketers disposal. Marketers will need to pivot to replace those sources of leads. Specifically, when it comes to trade shows, many event organizers are moving towards remote events, rather than in-person. That presents an opportunity for marketers to try out a higher quantity of events as tickets and sponsorship fees tend to be significantly cheaper for remote events than in-person trade shows. Additionally, marketers don't need to cover the budget required for hotel and airfare. Other trends and technology that marketers should expect to see are increased use of e-gifting vs. direct mail as a means of getting a prospect's attention. On top of that, account-based marketing tools that rely on IP-address targeting particular accounts will not be nearly as effective. Marketers will need to double down in places like LinkedIn to be able to directly target relevant accounts.

 


 

 

Alex Savy, CEO and Founder, Sleepingocean

 

I feel like 2021 is going to be all about user experience and getting to know your customers all over again. The thing is, 2020 has disrupted everyone’s lives, and customers’ behavior became very unpredictable. So I believe that in 2021 we will pay a lot of attention to surveys and feedback from the consumers to learn about their new habits and develop the most effective marketing strategies accordingly.

 


 

 

Nick Swekosky, CEO, Market Metrics

 

The largest marketing trends and technologies in 2021 will focus on creating and growing a community. Remote work has shown the opportunity to reduce the costs to operate. On the other hand, consumers and businesses that are traditionally dependent on proximity and brick-and-mortar have been forced to adapt on making connections without physical interactions. New technologies and trends will be most successful by increasing the quantity and quality of inter- and intra- relationships between consumers and businesses. The ability for B2B and B2C businesses to improve quality of life and quality of service will augment the ability to achieve business outcomes in a more remote world.

 


 

 

Paige Arnof-Fenn, Founder & CEOMavens & Moguls

 

I started a global branding an digital marketing firm 19 years ago. Social media and technology are 24/7 so it is easy to get sucked into it but I think going forward it is a mistake to hide behind technology and CRM systems when prospecting. I prefer a more back to the basics approach by disconnecting from technology periodically and focusing on cultivating human, face to face relationships while social distancing. Meeting for coffee or lunch even virtually can accomplish so much more than e-mail exchanges, social media posts, etc. and it is a great way to get to know people better, their interests, hobbies, and dreams. I have found that building relationships is what drives my business and technology supports them once they are solidified. Technology helps advance the conversation but it will never replace the human interaction that builds trust over time.. Other key marketing trends for 2021 are: Content Marketing and Thought Leadership are great ways to build your brand, increase your visibility more broadly, raise your profile and attract more clients. Activities like speaking at a conference, writing articles, building your following on social media all contribute increasing your awareness with potential customers and building your credibility with a larger community. Instead of trying to start your own blog or newsletter, try contributing regularly to existing well trafficked blogs in your industry or newsletters of likeminded organizations reaching the same target audience as you. Make sure you put your URL or contact info on it so they can find you and follow up. When your articles or talks become available online, make sure to send them out via social media to all your friends, followers and contacts. Start small and build as you go. For me I started speaking at local events and then submitted proposals to speak at industry conferences and trade shows nationally and eventually global events too before the virus hit. Same advice goes for writing start with small publications then move up the food chain to reach bigger audiences. People need to be on LinkedIn so that they can be found too. It adds credibility and transparency when you know the people you are meeting or working with know people in common. LinkedIn has become more than an online resume or rolodex, it is the foundation for building trusted relationships in the digital economy. You do not need to blog or be on all social media platforms but make sure you are active on the ones where you are. If your customers do not use Facebook, Twitter or Instagram to find you then you do not need to make them a priority. For many professional service businesses like mine, LinkedIn matters the most. In a mobile first world, you have less time to grab people, attention spans are shorter than ever so video will be used even more to boost rankings, show don¹t tell for maximum impact, rich content drives engagement, traction and growth. The world is moving to mobile first or mobile only, fewer people accessing web on big screens so everyone is tailoring their site, message and content accordingly. More people watch videos than TV now so adding video to your site and using the right keywords for video descriptions and headlines will insure you do better in searches too. Influencer marketing is on the rise with more confidence in trusted content, friends and influencers than advertising -- the world has been moving this way for years with people seeking their friends¹ and influencers' opinions and advice online on what to wear/buy, where to go, and what to do more than a paid ad or fancily packaged content. Curated content and ideas from a trusted source beat paid content every time. Partnering and building relationships with the right influencers with content that is co-created helps brands scale and grow faster and amplify and boost their message. Your website is your calling card and SEO is critical to your success so make sure your site is robust and can handle e-commerce traffic if necessary. Find ways to leverage Content Marketing, Influencers, Video, PPC, podcasts, webinars, etc. and find ways now to insure your site stays at the top of the search engines. Trust and compassion above all else as we move to a more remote/virtual world trust becomes an even more important currency to getting things done. Building trust will determine your success so lack of trust will be a huge obstacle I think after the lockdown ends. I predict the most trusted leaders and brands will have a big competitive advantage in the new normal that evolves in a post-Corona world. Employees, customers and clients will remember who treated them well during the crisis and they will be rewarded with loyalty from earning that trust during the bad times. The current crisis has provided a stage for our political and business leaders to rise to the occasion. We have learned that it is about touching people in meaningful ways which may mean being less busy not more for a while. Online meetings, webinars, social media, etc. are a smart and productive way companies can continue to have conversations that educate and inform, build relationships and move forward during this crisis period. Once we lay this groundwork it all will be in place to continue moving forward as the economy reopens and some businesses come back quicker than others. Maybe the silver lining is that this crisis reminds us that we have always needed each other and we have learned that everyone is struggling right now to find a new normal so the key is to show our humanity and compassion while we look out for one another. With Zoom, social media, cell phones, etc. we see that technology does not have to be isolating it can be used to build our real world communities and relationships too!

 


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