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At last, we’ve seen a smidge of normality with face-to-face networking, events and meetings appearing in the second half of this year, but no one could have predicted the ongoing pandemic situation and remote way of working. It’s safe to say, marketing in 2021, has still very much been online.

2020 saw a shift in the world of marketing and for many firms still in 2021, particularly in the professional services and healthcare sectors, it has been a huge test (not lateral flow) and challenge to get their marketing and way of working up to speed and online.

Being agile and digital savvy is still key for any business.

Key Takeaways

As digital marketing opportunities continue to evolve and having an online marketing strategy has become essential, here are some of our key takeaways from 2021.

  • Video Marketing – video is the fastest growing form of content and continues to be an important part of any content marketing strategy. 93% of marketers say it is essential to include video as part of their marketing strategy, according to the Wyzowl Video 2021 Survey. Our recent blog explains why video marketing is now a necessity rather than a ‘nice to have’.
  • Content Marketing – As the saying goes ‘Content is King’ and 2021 continued to see the value of new, useful, authentic, and relevant content, in turn the significant impact it has on Search Engine Optimisation (SEO), Conversion Rate Optimisation (CRO) and ultimately ROI. Did you know that conversion rates are six times higher for firms using content marketing?
  • Social Media Marketing – with so much content out there, staying ahead of competition on social media can be difficult. Businesses have had to think outside of the box and 2021 saw an increase in the use of more channels for business such as TikTok, jumping live onto social media and introducing influencers. For professional services and healthcare businesses, keeping up with the latest developments in the fast-paced world of social media channels can seem daunting. This blog explains how more traditional industry sectors can leverage modern trends.
  • Search Engine Optimisation (SEO) – SEO is the most effective way to attract visitors and qualified leads (they are looking for you after all) to your website. Ranking high on searches is an essential part of any marketing strategy. Long gone are the days of keyword stuffing and 2021 saw the importance of creating high-quality content and engaging visuals to reap rewards. Google’s release this year of Core Web Vitals has kept everyone on their toes and is a reminder of how sophisticated search has become.
  • Conversion Rate Optimisation (CRO) – one of the newer and more regularly heard acronyms of 2021 has been CRO. Conversion Rate Optimisation is all about how users navigate a site and in turn take an action to accomplish a desired goal such as completing a form, making a call, booking an event etc. Our earlier blog explains what CRO means and how you can improve your site for your website’s users.
  • Offline/traditional marketing – Although digital marketing opportunities have soared in 2021, it’s important not to forget about traditional marketing activities, especially now that we have more ‘normal’ and face to face opportunities as we go into 2022. A more traditional tactic could now have a bigger impact, such as a leaflet drop, radio advert or something even more basic and personal like a phone call. Our previous blog is a reminder of the benefits of more traditional approaches.

Cal Partners is an outsourced marketing team made up of CIM Chartered Marketers. We can help you develop marketing strategies that deliver results. If you’re looking for affordable marketing support and ideas for your 2022 marketing strategy, then book your free consultation to find out more.

About the author

Rachel Wright

Rachel is Head of Marketing Operations at Cal Partners and is a Chartered Marketer. She began working in marketing in 2007 and has a particular specialism in the professional services sector.

Marketing for Professional Services

Cal Partners

The go-to strategic marketing partner for ambitious professional services