Connecting with Customers During a Time When Connection Has Never Been More Challenging
What a year!
2021 has been one for the record books, and it feels as though it flew by. Just like any other year, we’ve learned a lot about how audiences are responding to marketing – both online and off.
And, just like any other year, I’ve been watching closely to see how marketers adapt.
I want to share the lessons I’ve seen from this year, and how we all can apply them to our industry in the coming years. Although some of these elements may change and adapt, my hope is that the information I discuss helps you find more customers in the new year.
#1: Customers Are Still Evolving
The world is decades into the Internet Era, but there’s one element that’s always clear: no one knows what will happen next. We’re learning about ourselves, how we like to create and consume content, and how we want to interact with businesses both locally and nationally.
This fact alone – that customers and audiences are constantly evolving – is the reason why some of the major headlines of the year really weren’t that surprising.
Facebook’s rebrand to Meta is a clear step away from some of the negativity around the brand, and a hopeful step forward toward new ways of engagement. We’ll see how that goes.
Even Google is shaking things up, with 2021 providing a near breakneck pace on algorithm updates. Some of those highlights include:
- Passages within a page can now be displayed on results pages (SERPs), meaning the content you create has more potential to rank than ever.
- “About This Result” information provides users greater insight into how trustworthy a page is before visiting the site. Customers can get to know you without ever clicking to your page.
- Mobile-first indexing is the gold standard, so a mobile-friendly site is an absolute must.
- User experience is more important than ever.
What does all of this mean for business owners and professionals in the laundry industry?
It signals toward something I’ve always preached: content is key to growing your business. Creating engagement anywhere online requires high-value, engaging content that users can respond to and interact with. Laundromat owners who innovate in their content creation and reach new audiences likely can expect to see results from those efforts. High-performing marketers are innovating – that much is clear.
Real-time conversations (via chat), cohesive customer journeys (with minimal friction) and better data attribution are just some of the paths forward for business owners. In my opinion, the laundry businesses that lead the charge in these areas can expect even more success in the coming years.
#2: The Core Channels Are Holding
Despite the fact that innovation is leading marketers to success, that innovation is tending toward the variety of content created – not the channels on which it’s distributed. If anything, we’ve seen less growth as it pertains to channels, and more emphasis on how we can scale content through those avenues.
However, I’ll still review some of the top channels, because I want to help everyone understand their value:
Social Media: Facebook, Twitter, Snapchat, Tik Tok and dozens of other apps continue to thrive. The average social media user is online about two and half hours per day, so engagement potential stays high for social-media-centered brands. If you’re not reaching out and creating on social media, today is the best time to start catching up.
Digital Ads: Businesses are spending more money than ever on digital ads – with early estimates putting the world’s total ad spend at almost $400 billion. This includes Google Ads, Facebook Ads, YouTube Ads and much more. They’re a viable way to engage with local, national or international audiences, and they’ll only grow as we engage more online.
Video: Have you been on Tik Tok yet? What about Facebook or Instagram Reels? These are part of the latest craze in social media and video content creation – even YouTube has its own version. The format is simple: 15- to 60-second videos, with sounds being used as the meme format. This means that the “sound content” one person creates can be taken, recycled, lip-synced over or even added to in order to create trends.
You don’t need a full production team to create content that sells in 2022 and beyond. Get in front of your camera; give a 15-second, heartfelt message; and post it online for your audience to see.
Websites/On-Page Content: What’s there to say here? If you lacked a website in the early 2000s, you were behind. If you lack one this year, you’re on a collision course for failure. Build a strong website, pack it full of helpful content and then start promoting. Hands-down, it’s the best way to collect email leads, educate your audience on your laundry business and connect with your local community.
[The second part of this column will appear next week.]
