16 Marketing Tactics That Will Work In 2021
Marketing tactics are activities that help you achieve marketing goals. How to Implement Your Marketing Strategy To Be Successful.
Choosing the most appropriate marketing tactics will depend on your marketing goals, budget, and who and where your target audience is. Keep this in mind as you read through these 16 Proven Marketing Tactics:
- Promote your content as much as possible
- Reuse your content
- Update your content regularly
- Publish content optimized for Google Discover
- Rank in organic search for valuable keywords
- Optimize for featured snippets at rank 1
- Update your internal links regularly to improve ranking
- Use the Middleman Method to add link equity to your "money side".
- Monitor and respond to HARO Requests
- Build authority and connections to newsjacking
- Select relevant publications for guest posting
- Create email drip campaigns
- Use cheap and underutilized marketing channels
- Take on sponsorships
- Create an affiliate program
- Use brand codes to increase your distinctiveness
1. Promote your content as much as possible
Do you regularly publish articles on your blog, create videos on Youtube or record podcasts? One thing is the generation of star content; Another distributes it to your audience.
This second part of content marketing is arguably even more important and challenging than creating content.
You can distribute your content in many ways:
- Share it on social media
- Post it in relevant forums
- Add it to your email newsletters
- Submit it to influential people in your industry
- Place ads on it
However, not all content is created equal.
It doesn't make sense to reach out to influencers with everything you post. Save that for the pieces that they would find most valuable and interesting.
The same goes for ads, as you probably don't want to spend your money promoting content that has little to no value to your business.
You should also double down on platforms that make the most sense for your business. For some, these might be Twitter, LinkedIn, and niche forums. For other Instagram or Pinterest.
The best thing about it? You can share content on social media or post ads for your content over and over again.
Recommended literature: Content Marketing: A Comprehensive Guide
2. Reuse your content
People consume content in a variety of formats. So why not turn your blog posts into videos and vice versa? We do this all the time.
For example our video on Youtube SEO has more than 200k views:
But we also published it as an article that revolves around 1.4K Clicks from organic search every month:
With content in both formats, we can two places in the SERP::
Don't have the time, money, or skills to produce videos? You can also apply the same principles by converting your articles into social media posts.
I wrote an article about the bounce rate and a month later I took the best parts and turned them into a twitter thread:
One of the most misunderstood Google Analytics metrics.
9 things you might not have known.
// //THREAD// //
– Michal Pecánek (@michalpecanek) December 2, 2020
It was my most popular tweet that even made it into many newsletters. When we shared the article on our own, there wasn't much fuss.
3. Update your content regularly
Most of your items don't stay fresh forever. Some may even be out of date after a few months.
This is a problem as the timeliness of the content is a major factor – at least with some searches.
Take a look at these results:
Most of the top pages were updated in the first few weeks of 2021.
So if you see a decrease in organic traffic on some of your articles, it may be a sign that it is time to update them and reclaim your positions on the articles SERP.
This was part of our blog growth strategy and should be part of yours too. As you can see, we've updated around a third of our articles at least once:
The republication often results in an increase in organic traffic, as you can see in the tips here for one of our posts:
Recommended literature: Republishing content: How to update old blog posts for SEO
4. Publish content optimized for Google Discover
Google Discover is a fairly new no-query feed that generates the content based on your interests:
Optimizing content for Google Discover is primarily about posting on popular or trending topics. But there are a few other things you should do:
- Have a mobile friendly website
- Use unique, high quality images
- Align your content and meta tags
- Work on your E-A-T
Even if your website or content is unlikely to get a lot of traffic from Google Discover, these tips are likely to have a positive effect on your website SEO in the long run anyway.
Recommended literature: Google Discover: How to rate and increase traffic
5. Rank in organic search for valuable keywords
Every month we get more than a million clicks on our website from Google alone:
Indeed with SEO The ranking for valuable keywords in Google is the core of our marketing strategy.
But what makes a valuable keyword? Two things.
a) Traffic potential
A good proxy for this is usually monthly search volume, which you can check in Ahrefs' Keyword Explorer:
However, since search volume can be misleading, you should also scroll down and check the estimated monthly organic traffic on the top page. This number is often a better estimate of how much traffic you will get when you hit number one, as it takes into account traffic from other keywords the page is ranking for.
b) business potential
"Business Potential ”represents the value of a topic for your company. After all, there is no point in creating content on a topic that is of no value to your company.
This is the business potential scale we use ourselves:
- 3: Our product is an irreplaceable solution to the problem.
- 2: Our product helps a lot, but is not absolutely necessary to solve the problem.
- 1: Our product can only be briefly mentioned;
- 0: There is absolutely no way to mention our product.
We mainly target topics that are either a "2" or a "3". This article is proof of that. Not only does it have significant traffic potential, but of course we can show you how Ahrefs can help you implement many of these marketing tactics.
Recommended literature: What is SEO Content? How to write content that ranks
You should also take care of others SEO Metrics in prioritizing topics. One of these metrics is keyword difficulty (KD). This assesses the difficulty of the ranking based on the number of referring domains (links to websites) to the pages in the top 10.
Since backlinks are one of the most important ranking factors, KD should give you an idea of what you are in the SERP.
Of course, your low hanging opportunities are in keywords with high traffic and business potential and low potential KD. But that doesn't happen often. It's usually just the opposite –KD grows with traffic and business potential.
You can start building authority in your niche by targeting the low KD Keywords and then shift your focus to the more competitive ones as you grow.
6. Optimize rank 1 for featured snippets
Selected snippets are pieces of information that typically appear at the top of Google's search results. They provide answers to the search query by pulling relevant content from high ranking pages.
The great thing about them is that they provide a link to the top position. You may one day rank 7th for a keyword and jump to position 1 if Google decides that your content is suitable for the featured snippet.
With the you can easily find selected snippet opportunities Organic keywords Report in Ahrefs' Site Explorer. Simply filter for keywords that trigger featured snippets, for which you are already in the top 10 and not currently in the snippet:
Optimizing for featured snippets can be complicated. In short, you need to align your content with the current content of the snippet.
For example, the current snippet for the keyword "backlinks" shows a definition:
This is a sign of what most seekers are looking for. We can increase our chances of adopting this snippet by providing a better definition of "backlinks" on our site.
Recommended literature: Optimize for Google's recommended snippets
7. Update your internal links regularly to improve ranking
Internal links are links from one page to another in the same domain.
Optimizing your internal links is probably one of the least used options SEOSince pointing more relevant internal links to important pages often helps them rank higher for two main reasons:
- Increases authority at the page level. Google uses what is known as PageRank to rate websites. It essentially assesses the "authority" of a website based on its internal and external backlinks.
- Increases relevance. By using relevant anchors for internal links, Google can better understand what your page is about and rate it accordingly.
Linking relevant pages of your website together is therefore of great benefit to your and your visitors SEO Efforts.
You can easily find relevant internal link options in Ahrefs & # 39; Site Audit. After creating a project and our robot crawling your website, go to the Link possibilities Report your internal links and update them if necessary:
Literature recommendations: Internal links for SEO: A workable guide
8. Use the Middleman Method to pass link equity to your "money side".
Linking directly to your most important "money" pages can be difficult. The Middleman Method is a great solution to making it one of the most effective link building techniques out there.
The idea is this:
- Create a relevant linkbait
- Add contextual internal links from this page to your money pages
The type of content that works best here depends on your niche. In our case, we generally get most of the links to our data studies, like you did in the Preferably via links Report:
Links in these articles that refer to our other pages therefore pass on a considerable proportion of PageRank.
Recommended literature: A simple one SEO Strategy (The Middleman Method)
9. Monitor and respond to it HARO Requests
HARO stands for Help A Reporter Out. It's a feed of requests from journalists, bloggers, and other writers who need information for articles they're working on.
You can be that source of information. Just sign up for the email feed, monitor requests in your category, and respond with valuable information as soon as possible whenever you see a good opportunity.
This is great link building and PR Technology, especially for projects in the early stages. This is because what matters is your credentials and the value of the information you provide, not your actual website or the content on it.
Here are some tips from my experience with HARO::
- Review the publication. Avoid the ones that are not authoritative or that you are overly dependent on HARO.
- Be picky. Only respond to requests that you can provide really good information on.
- Reply as soon as possible. Lots of people monitor the same niche as you.
- Get help. Don't hesitate to get colleagues on board when they are more qualified to answer.
- Stick to the script. Do not deviate from the format requested by the author.
Here is an excerpt from a successful one HARO Filed in a roundup post posted for an authoritative website relevant to what CDN77 makes (a company I've worked for in the past). I got the help of my former colleague because I wasn't qualified to provide answers on "best tools for system administrators":
Recommended literature: How to create backlinks and get press with HARO
10. Build authority and connections with newsjacking
Newsjacking is reactive PR Technology that relies on making valuable information about current events available to the media as quickly as possible.
Unlike the previous ones HARO Tactic, this requires monitoring what is happening in the world related to your niche and having your expert post on the news before it gets public.
It's one of the more advanced tactics, but the results can be amazing:
Creating links to top tier domains in the finance / medical field builds trust and authority with Google
In 6 months we achieved a 329% increase in organic traffic and a 53% increase in organic conversions for one of our forex trading clients. A thread on how… pic.twitter.com/jHJNZcjGu0
– Carrie Rose (@CarrieRosePR) January 18, 2021
11. Select relevant publications for guest posting
Guest posting is when you create and publish content for another website.
The three main goals you can have with guest posting are:
- Build credibility
- Drive recommendation traffic
- Rank for competitive keywords
The third goal needs explanation.
If you are not yet an authority in your niche, some keywords can be difficult to evaluate. So, while you focus on the low hanging fruit keyword opportunities on your website, you can serve content on more competitive keywords to large websites in your niche.
Sure, you won't own this content, but it's worth achieving all three guest posting goals at once.
Recommended literature: Guest blogging for SEO
12. Create e-mail drip campaigns
It is common knowledge that you should start building your email marketing lists early on. But what then? You can of course send emails regularly, but one tactic that has been a bit underused is the use of drip campaigns.
Drip campaigns are a series of emails that are automatically triggered at certain intervals or after the completion of a certain action that you are tracking.
This can be as simple as signing up for a newsletter and immediately adding value:
However, if you want to convert your subscribers into paid users, you will likely need more emails in a set order:
The example above is too much for my liking, but hey, I still ended up converting.
So, think about what goals you want your emails to achieve and create an email sequence to help you achieve those goals. This can be as simple as providing a discount coupon for a first-time purchase if a user doesn't check out their cart within a certain amount of time.
13. Use cheap and underutilized marketing channels
Everyone knows the placement of ads on Google and Facebook. These channels work, but if your audience is using less saturated platforms, you can get customers for less money.
These could be channels specific to your locale, alternative search engines, or even lesser known global advertising platforms like Quora or Brave Ads. I've advertised on both platforms and they outperformed Google and Google FB Advertising on a grand scale.
But organic efforts can also work well. Check out how my colleague SQ won over 1.6M Views from his Quora answers to date:
Literature recommendations: Quora Marketing: Generated ~ 1 million views. How we can repeat our success
14. Take on sponsorships
A large part of our marketing budget goes towards sponsoring podcasts, events and newsletters. We spend most of our budget on brand building.
Yes, brand building. Whatever you sponsor, it is unlikely to result in a lot of direct sales. But coming in front of your audience with a killer message over and over again can work wonders.
You can even take the more traditional approach. It all depends on your product, your positioning, and your audience. There's a reason brands like it HSBC have their logo on jet bridges at many airports or why you can see Omega logos next to timepieces at sporting events.
Recommended literature: Podcast Advertising: $ 51,975 spent. What we learned
15. Create an affiliate program
With an affiliate program, anyone can earn commissions for referring new customers to you. It motivates people to recommend your products to their friends, acquaintances and the audience.
Here are some things to consider before going this route:
- Do you have a great product. Some partners may recommend things they don't believe in themselves, but that can backfire in the long run.
- Review your competitor's affiliate programs. Some may be quite aggressive and not worth the effort to compete with them.
- Do the math. You want to strike a balance between your profitability and reasonable commissions that motivate affiliates to promote your products.
At Ahrefs, we discontinued our small and closed partner program years ago. Because we are now the industry leader SEO Tool, people recommend us through word of mouth with no financial incentives.
So creating an affiliate program is a great way to gain awareness early on. But you have to think about it. Adjusting commissions or exiting the program can easily backfire later.
16. Use brand codes to increase your distinctiveness
A brand code is anything that you consistently use in your communication.
Everyone has a logo and maybe some visual styles. But that's it for most brands. It is not enough to stand out from the target group and be distinctive.
Your strategic decision is to choose 3–5 brand codes (distinctive assets). You then use this in your communication as a tactical execution of the strategy.
At Ahrefs there are two other brand codes in addition to our logo and the color blue. The first is our own custom font:
The second is our bearded mascot, often accompanied by a corgi:
Your creativity knows no limits. All that matters is that you choose something that you want your brand to be associated with and use it consistently.
Other examples of brand codes include your own emojis, gifs, unique words, slogans, or even the style you are promoting. Just think of Mastercard's "priceless" campaigns.
The marketing tactic revolves around your product, price, location, and advertising. These are parts of the well-known marketing mix or "4 Ps Marketing".
As you may have noticed, most of the tactics mentioned above focus on the promotional part. This is because developing products that meet your audience's needs and optimizing your prices for maximum profitability should make sense.
That said, all of the "Ps" matter, but marketers tend to focus on the promotional part and neglect the rest. Don't do that. Do market research, create a solid marketing strategy based on that, then focus on all four of your Ps.
Do you have questions? Ping me on Twitter.