For decades, Büroder Spieleverband GmbH has been a well-established name in the world of board games. The company not only produces games but also hosts regular gaming events across Germany and beyond. Now, as the world of online marketing is turning 20, Büroder looks to the future and decides to give it a try.

The Current State of SEO

After years of dominating the search engine results for relevant keywords, big brands like Coca-Cola, DHL, and Heineken have seen significant drops in organic traffic due to growing competition and consumer awareness.

According to SimilarWeb’s Year 2020 SEO Report, 89 percent of businesses have noticed a drop in organic traffic due to the Covid-19 pandemic.

While most companies have adapted to the new reality and turned to digital marketing to gain visibility, it hasn’t been easy. With less people visiting websites and social media due to lockdown measures, businesses must adapt and find new ways to attract potential customers.

Why SEO?

SEO, short for Search Engine Optimization, is the process of improving a website’s rankings on search engines like Google, Bing, or Yandex for relevant keywords. Organic SEO involves using techniques such as content strategy, keyword planning, and structuring your website design to convince the search engine that you are a reliable source of information.

Why should businesses choose SEO over other forms of digital marketing?

Well, first off, the returns on investment from SEO are much higher than those of paid search ads.

With SEO, you’re not only investing in marketing but you’re also investing in making your website valuable and relevant to potential customers. If you’re spending money on ads, you’re probably not prioritizing content and design improvements that will make your site more user-friendly.

And last but not least, SEO is a long-term strategy that brings in customers slowly but surely, while paid search ads usually attract potential customers who are more aware of the current marketing trends.

Marketing to Generation Z

If you’re not already doing so, you should be targeting Generation Z with at least some of your marketing efforts.

This generation, also known as the millennials, grew up with smartphones and social media, and it shows in their approach to online marketing and shopping. According to HubSpot Blogs’ State of Marketing 2020 survey, 54 percent of millennials shop online, compared to 26 percent who shop in retail stores. And when they do go to the mall, they’re not just browsing online or on their phones—they’re also interacting with retail staff via chatbots and virtual assistants, and even paying for items with their smartphone.

If you want to reach this generation, you need to learn how to market to them.

The Evolving Role of Branded Content

According to HubSpot Blogs’ State of Marketing 2020 survey, 71 percent of consumers trust content from brands they know and trust, while only 29 percent prefer to learn about brands through unbiased sources.

Branded content is gaining popularity as companies realize that customers trust this content more than traditional advertising. Why? Because it is more personal, authentic, and often more relevant to the audience.

To attract and retain customers in these difficult times, many businesses are putting more emphasis on building trusted brands. This means creating content that is more personal and less aimed at promoting a product.

Marketing to Mature Audiences

In a perfect world, you wouldn’t have to market to anyone. But in the real world, you need to reach audiences that are more interested in your product or service than in celebrity gossip stories or cartoons.

According to HubSpot Blogs’ State of Marketing 2020 survey, 18- to 24-year-olds are now the largest audience for online content, followed by 25- to 34-year-olds. And what do they like? Comedy, gaming, and fashion.

If you want to grow your business and survive in these challenging times, you need to focus on creating content that will appeal to older generations—in other words, mature audiences.

The Importance of Video In Marketing

In general, video content is on the rise. More people are watching videos on their phones than ever before. According to HubSpot Blogs’ State of Marketing 2020 survey, 50 percent of consumers watch videos to learn about brands, while 41 percent watch videos to understand how products work or why they should be used.

That being said, video isn’t for everyone. If you’re just getting started, try creating short explainer videos to increase engagement and brand awareness. You can also use a tool like Vidyard to easily create and distribute short-form videos.

The Evolution of Email Marketing

According to HubSpot Blogs’ State of Marketing 2020 survey, consumers prefer to receive marketing emails from brands they already know and trust, rather than looking for novelties or discounts.

What’s more, consumers prefer to receive marketing emails when they’re already engaged with the brand or have an upcoming purchase in mind.

So, if you’re looking to acquire new customers, consider investing in an email marketing campaign that will help you discover new ways to engage with your audience.

The Changing Face of Retail

While many retail brands have turned to online stores during the pandemic, physical stores will always have a special place in the hearts of consumers. According to HubSpot Blogs’ State of Marketing 2020 survey, consumers are more likely to support their local businesses than they are to spend their money on products and services from abroad.

So, if you want to attract and retain customers in these challenging times, you need to ensure that your brick-and-mortar locations are offering the right kinds of services, including taking online orders, offering delivery, and maybe even setting up payments via mobile phone.

With these tips, you’ll be able to implement a successful, organic SEO strategy for your business.