This Week in Digital Marketing - December 23, 2021

​The week of Christmas is finally here! That also means that the new year is just around the corner. We’ve been working hard for the last few weeks getting our clients 2022 marketing strategies squared away, and we’re ready to help you! Here’s a few of the updates we’ve been sure to take into account when strategizing for 2022.

Consumer Research Differentiates Brands This Holiday Season
Consumers expect unprecedented out-of-stock messages from retailers and have started their holiday shopping early to ensure timely delivery. But they know that even that may not be enough, with nearly 40% of small businesses in the US experiencing supply chain delays during the COVID pandemic. As a result, because they can’t meet demand right now, many retailers are holding back on shopping deals this year. And even those retailers secure in their inventory numbers are dealing with their own unique challenges as many do not have sufficient workers to run their stores and meet consumer demand in that way. 

How to Maintain Organic Performance When Merging Multiple Websites
What should you look for when structuring the new sitemap?

• Traffic drivers
  
• Convertors
  
• Ranking pages
  
• Pages with backlinks
  
• Priority page supporters
  
• New business offering/priorities
  

How do we find these pages in order to add them to the sitemap?

• Keyword audit
  
• Content performance audit
  
• Content architecture audit
  
• Backlink audit
  
• Defining the information architecture
  

Inclusive Marketing to Strengthen Your Brand’s Messaging
Consumers aren’t just buying your product, they’re buying your brand values. Inclusive marketing can help you deliver those values to more audiences. Knowing your audience and what they want has always been a cornerstone of marketing, but the standard for modern, successful campaigns has grown to include what your audience cares about as well.

Customers are no longer just voting for brands or products via their purchases. Now, they’re also voting for the future they would like to see the world move towards — a future in which climate change is being addressed, centuries of socioeconomic and racial injustices are being corrected and equality and inclusivity are available to all.

A New Way to Approach Your PPC Personas: Learning from the Process to Limit Waste and Accelerate ROI
By splitting your personas into buyer types, you'll have more targeted messaging and higher conversions. How to leverage buyer personas in your PPC campaigns:

1. Define the buyer influencers
   
2. Perform audience research
   
3. Find alternative channels your personas might tune into
   

Some of these things might seem like big projects, but don’t worry! This is where we can help. Our team has the expertise to navigate digital marketing updates and make sure your marketing channels are providing the results they should be. Contact us for a consultation!