As executives are only just beginning to see the benefits of this year’s marketing decisions, they soon realize that it is time to start planning marketing strategies for 2022.
Fortunately, if the economic recovery gains momentum, hopefully marketers will be working on a more padded budget. But how would you best distribute this money?
Since every industry is staggering from a long-standing (and counting) global crisis, it is important to pay attention to what has changed in user behavior and media consumption. In anticipation of a less chaotic 2022, marketers are preparing to implement these promising marketing strategies.
- Use more videos
It feels like video has been the talk of the marketing tips list for the past decade. Still, some companies and brands are reluctant to incorporate video marketing into the mix. With the rise of TikTok and Instagram announcing that it is now a video platform, the rise of video is imminent.
Above 85% of consumers would love to see more videos from brands, and at least 67% of brands want to increase their video spend in 2022.
Outside of short videos for social media, some brands leverage the power of longer original content to help them build brand affinity. Investing money in live streaming or explainer videos can help you build a loyal following and educate your audience about your brand, products, and services.
- Invest in building a strong brand image
Branding has always been an important element of marketing and business in general. But focusing on storytelling and building a solid brand image will keep consumers coming back. In 2022, creating a solid brand image will require a two-tier or hybrid marketing approach.
The first step is to use digital advertising to promote your brand. It’s important to note that digital advertising gets more expensive over time – this goes without saying. Increased competition is driving Google’s bidding wars in spirals, which can often be too expensive for small brands. Still, the investment will always be worth it if done correctly, which is why it is best to partner with a professional marketer.
Next, you need to find ways to continue growing organically. Boosting your brand awareness through organic content through videos, value-added web content, weekly podcasts, newsletters, and other forms of organic contact will help. Allow the right resources, time, and money to focus solely on organic traffic. This will increase brand awareness and aid all of your marketing efforts.
- Optimize for voice search
The rise of language technology has been a constant thought in every marketer’s mind since 2019. Voice search includes everything from voice assistants like Siri, Alexa, Google Assistant, and chatbots.
Brands that focus on more consumer-friendly (less invasive) content will do well in this area. Offering sharp, valuable content that responds to what consumers use voice search will make them winners in this space.
Optimizing for voice search means focusing your efforts on conversational keywords and creating person-based content that answers people’s questions. To do this, you need to find a team of marketers with SEO experience to help you optimize schema markup, keywords, and website organization.
- Focus on local SEO
Geofencing is not a new concept, but it will take on new meaning as consumers become more local. While online markets opened their doors to consumers during the lockdown, when the restrictions wear off, consumers want local solutions that meet their needs.
With geofencing, brands can send targeted messages through text, email, social media, or in-app notifications to consumers in localized “fenced-off” areas.
Additionally, local SEO can help boost geofencing efforts. Focusing on optimizing Maps business listings, creating a Google My Business account, and creating content based on local events or stories are essential to optimizing for local SEO. If you ask for reviews from happy customers and optimize voice search for directions and opening times, you can win the local SEO game.
Don’t miss the opportunity to take advantage of – usually free – resources like Google My Business to improve your local SEO and add value to your prospects.
- Don’t neglect B2B marketing
Business-to-business content is often neglected as most companies only focus on consumers. However, B2B marketing can be very profitable for most businesses. Mainly because B2B searches are based on intent.
When a company offers educational content on specific solutions, brand trust builds and someone is more likely to be more interested in speaking to a representative to learn more about your services.
Including educational blogs, white papers, quizzes, and in-depth content that addresses a specific problem can help nurture leads and build audience trust. In fact close to 68% of B2B Marketers use content marketing to build trust.
As brands continue to battle for consumer attention in these still uncertain times, marketers will try different strategies. By keeping these marketing trends in mind, you will be able to stay ahead of the curve and achieve your goals.
Written by Eric Woodson.
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