5 emerging digital marketing strategies to try in 2022
As executives are about to see the benefits of this year’s marketing decisions, they quickly realize it’s time to start planning marketing strategies for 2022.
Fortunately, as the economic recovery gains momentum, hopefully marketers will end up with a bigger budget to work with. But what would be the best way to allocate this money?
As every industry is in shock after going through a year-long global crisis (and it’s not over yet), paying attention to what has changed in user behavior and media consumption is critical. Eager for a less chaotic year 2022, marketers are gearing up to try and execute these promising marketing strategies.
- Use more videos
Looks like the list of marketing tips for the last decade has been talking about video. Still, some companies and brands are reluctant to integrate 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.
Over 85% of consumers would like to see more branded videos, and at least 67% of brands are looking to increase their video spend in 2022.
Beyond short videos for social media, some brands are harnessing the power of longer original content to help them develop their affinity with the brand. Investing money in live streaming or explainer videos can help brands build customer loyalty and educate audiences about their brand, products, and services.
- Invest in creating a strong brand image
Branding has always been an important part of marketing and business in general. But focusing on storytelling and building a solid brand image is what will keep consumers coming back. In 2022, building a strong brand image requires a two-step or hybrid marketing approach.
The first step is to use digital advertising to build awareness of your brand. It is essential to note that digital advertising will become more expensive over time, this is a no-brainer. Higher competition drives Google’s bidding wars into spirals that can often be too expensive for smaller brands. Yet, it will always be worth the investment if done right, which is why it is best to work with a professional marketer.
Then you have to find ways to keep growing organically. Raising your brand awareness through organic content through videos, value-adding web content, weekly podcasts, newsletters, and other forms of organic contact will help. Set aside the right resources, time, and money to focus solely on organic traffic; it will increase brand awareness and support your overall marketing efforts.
- Optimize for voice search
Since 2019, the rise of voice technology has become a constant thought in the minds of every marketer. Voice search includes everything from voice assistants like Siri, Alexa, Google Assistant, and chatbots.
Brands that focus on more user-friendly (less invasive) content will thrive in this space. Delivering accurate and valuable content that responds to what consumers use for voice search will make them winners in this space.
Optimizing voice search means focusing your efforts on conversational keywords and creating personality-based content that will answer people’s questions. To do this, you need to find a team of marketers with SEO experience to help you optimize the site’s schema tags, keywords, and organization.
- Focus on local SEO
Geofencing is not a new concept, but it will take on new importance as consumers move more locally. As online marketplaces have opened the doors to consumers during the shutdowns, as restrictions begin to fade, consumers want local solutions to meet their needs.
With geofencing, brands can reach targeted messages via SMS, email, social media, or in-app notifications to consumers in localized âfencedâ areas.
Additionally, local SEO can help boost geofencing efforts. Spending time optimizing card business listings, creating a Google My Business account, and creating content based on local events or stories is essential to optimize local SEO. Asking for reviews from satisfied customers and optimizing voice search for directions and hours of operation will help you win the local SEO game.
Don’t miss the opportunity to use resources – usually free – like Google My Business to boost your local SEO and deliver value to your potential customers.
- Don’t neglect B2B marketing
B2B content is often overlooked because most businesses focus only on consumers. However, B2B marketing can be very profitable for most businesses. Mainly because B2B searches are based on intention.
When a company offers educational content on specific solutions, brand confidence is established and someone will likely be more interested in speaking with a representative to learn more about your services.
Incorporating educational blogs, white papers, quizzes, and in-depth content that address a specific issue can help nurture leads and build public trust. In fact, almost 68% of B2B marketers use content marketing to build trust.
As brands continue to fight for consumer attention in these still uncertain times, marketers will find themselves trying different strategies. By considering these marketing trends, you will be able to stay ahead of the curve and achieve your goals.
Written by Eric Woodson.
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