6 Tips To Set Your Marketing Goals This 2021

Jan 20, 2020

2020 shifted marketing in ways that none of us imagined. The pandemic led many things to go online, including buying: we saw a boom in e-commerce that shows no signs of slowing down. Businesses had to scramble to adjust their marketing strategies to customers’ new preferences and buying methods.

Now, as we start 2021, we can be a little more clear about what the year holds, and prepare our marketing strategies adequately. Some things will have rolled over from 2020; others will be new. Here are a few ways to set your marketing goals and improve your marketing campaigns this year.

Consolidate your social media channels.

Managing organic posting and paid ads across several social media channels can be a lot of work and wear you thin. Choose 3-4 that make the most sense for your business and your ideal customer and pare your social media strategy down to those. This will not only free up your time, but also strengthen your strategy.

If you’re running paids on Facebook or Instagram, for example, it would be a good idea to keep that channel and create a unified strategy between organic and paid posts.

Keep leaning into e-commerce.

E-commerce grew 40.3% from 2019 to 2020, fueled by the COVID-19 pandemic as more and more people chose to shop online versus in person. Just because it’s 2021 doesn’t mean this trend is going to slow down. Customers want to see more and better online shopping experiences and options. They want personalized shopping and they expect most brands to have online shopping.

If you dove into e-commerce in 2020, 2021 is the time to strengthen your e-commerce efforts. How could you improve your e-commerce experience for users? Do you have an e-commerce website? Maybe you need to do some product optimization or adjust the checkout process. Make improving your e-commerce a goal this year.

Diversify your digital marketing channels.

This year, many platforms are experiencing changes and uncertainty; Facebook is the most prominent example, as they’re now facing a lawsuit from the US government. Although this won’t affect the platform significantly anytime soon, Facebook will be making changes. Already we’re seeing more and more restrictions on Facebook Ads and ads getting disabled.

Because of these changes, it’s a good idea to run ads on more than one platform. If you’re relying only on Facebook or Google to get results, your results will be more susceptible to how 2021 affects them. Instead, diversify your campaigns and run cross-channel campaigns to maximize your results and lower your risk.

Invest in local SEO.

In 2021, customers continue to limit their daily outings, preferring to shop local or travel short distances to shop. Therefore, investing in local SEO is an excellent way to capture more specific traffic and lead customers to your business.

One easy way to do this is to claim, optimize, and use your Google My Business profile. Your GMB profile will show up when customers search for a business like yours and they’re near you. Through a complete profile with easy-to-find contact information, good reviews, regular posts, and attractive photos, you can attract more local customers and appear at the top of results.

Focus on Core Web Vitals.

Core Web Vitals are factors that Google takes into account when determining the quality of your website’s user experience. They will soon be an official ranking factor, so it’s important to look into how you’re doing with these and improve them accordingly.

The Core Web Vitals are:

  • LCP, a pagespeed score that more accurately shows how long it takes your page to load for a user
  • First Input Delay (FID), which determines how quickly a user can interact with your page
  • Cumulative Layout Shift (CLS), or how stable your page is as it loads (do elements shift, etc)

These factors will kick in sometime this year. Make a plan to explore and improve them in the next few months so you can prepare.

Focus on retention.

In the second half of 2020 you may have focused on getting new customers or winning back old customers after the summer lockdown. Now it’s time to focus on retaining your loyal customers. Studies prove that retention is more valuable (and cheaper) than finding new customers: according to Bain and Co., it costs seven times more to attract new customers than it does to retain existing ones.

To retain customers, you should:

  • Provide unbelievable customer service
  • Find your ideal customers
  • Focus on early engagement
  • Keep your brand top of mind

Get More Clients In 2021

The best thing you can do for your marketing this year is to work with an experienced digital marketing agency. Hite Digital understands latest trends and can create comprehensive strategies that combine organic strategies with paid ads, getting you qualified leads.


Daniela Chamorro

Content Coordinator

Professional and creative writer with a passion for digital storytelling. I hold a BA in English from Amherst College, and have over 4 years of experience writing for a variety of industries, including non-profits, higher education, custody law, and marketing.



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