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Marketing changes every decade because consumers’ needs are dynamic and not static. In the 20th century, marketers relied heavily on print media. They would have flyers, newspaper ads, posters, and whatnot. Back then, this was enough to stir up conversations.
But now, people have so many marketing ads coming at them in every way that paying attention to print media has suffered. What’s more, TV ads have also declined in popularity among viewers, despite being costly marketing means. So, what’s the way forward for any business in 2022? We have 5 top tips for you.
We live in an age where consumers no longer directly believe what marketers have to say. They have been down that road before – trusted what a brand alluded about its product only to find that it was a marketing gimmick. Now, they rely on what other people have experienced with the brand, which has led to the growth of influencers.
Influencers are typically individuals with a strong presence in a social space. These people are seen as trustworthy regarding a specific topic. For example, a skincare fan may share their skincare journey and recommend products they have used. And because their followers will have seen their journey, they will be ready to use the same products to tackle similar concerns.
Not every influencer will work for your brand. Instead, focus on getting an individual who:
- Aligns with your products. For example, if you sell clothing, work with influencers who are into fashion;
- Has great engagement. Followers are not always equal to engagement. Get to know how much traffic an influencer gets on their page and use this when deciding if you will work with them.
Also, do not rely on influencer marketing alone. You must also create good content to keep people on your page after the influencer drives traffic to you.
- Video Marketing
How often do you read captions under photos? While captions are still important, most people have a short concentration span.
Think about it. The average social media user follows hundreds of accounts and does not have time to read the content under each photo. That’s why video platforms have grown so much in the past decade. Not only that but many social media platforms are now including short videos as a post form.
How can you use this to your advantage? It’s simple:
- Figure out a pain point for your consumers;
- Address it in a short tutorial, skit, or other forms of video;
- Keep it short (7s to 15s should work).
Ensure the video is of good quality and easily understandable. For example, if you sell boots, you can create a short video showing consumers how to style the boots with different outfits. Take advantage of an online video editor to make editing quick and easy, regardless of skill level.
- Blogging
Despite the reduced concentration span in most individuals, many people still enjoy reading. However, they are not out to read just anything. Instead, they want to read blogs or guides that address what they need to know.
For example, if you sell gardening equipment, you can create a blog about gardening and how to use the equipment. Your blog will thus be a resource for many of your consumers and could also be a way to generate more leads.
Someone will read your blogs enough to determine your reliability and will soon start toying with the idea of getting equipment from you. And that effectively feeds your sales funnel.
So, how do you go about this?
- Find a topic that aligns with your brand. For example, if you sell mattresses, addressing sleep concerns is a great way to start;
- Ensure you add value to the readers writing SEO content. Don’t skim the issues and instead address them head-on;
- Occasionally tie the blog to your products. For example, if you sell weight loss programs and write an article about how to lose weight, you can link the blog to your programs. You can also localize the content from one language and culture to another to reach a wider audience.
Be careful about advertising on your blog. You do not want to appear “salesy”. Instead, please pass on the information, and when you spot an opportunity to make a sale, go for it!
- Using Analytics
How much do you know about your clients? In 2022, data is key to scoring a lead. Why is that? You can spend a lot of time and money marketing the right product to the wrong people.
For example, what good does advertising a diaper sale to single people with no children do? The best they can do is save the ad or share it with people who might meet your target audience. But suppose you spent $1,000 and managed to reach 5,000 such individuals? That would be quite a flop in your marketing campaign.
The best way to market is to:
- Figure out your buyer persona – understand the needs and wants of this person. What is their income? Are they married? How educated are they? Knowing the people you want to reach is always advisable as it helps you tailor content that resonates with their pain points. Remember that you can have different buyer personas for the same product. All that changes is the marketing tactic but not the product;
- Launch a marketing campaign that targets each buyer persona and analyze how each campaign does. What do people like? What have they responded to? These metrics will help you create more content that aligns with your audience rather than what you think will work.
Luckily, most social media platforms offer such analytics. But if you want to consolidate all that data, you might want to invest in an analytical tool.
On top of it, Getting familiar with trending marketing analytics features is essential for a business’s growth. You must get hold on to key terminologies such as impressions, sessions, unique visitors and a lot more.
- Personalizing Experiences
How great is it when you get an email that addresses you by name? Like most people, you would relate this to a great deal of attention on the sender’s part. That’s quite a trend in 2022. No longer are marketers sending out nameless emails, DMs, or even packages. They now take the time to personalize the addresses, notes, and even packages.
The result? – Consumers feel appreciated and are more likely to recommend the sender to their loved ones. Sometimes, it’s the small things that make all the difference.
Conclusion
While these marketing trends will go a long way in shaping the trajectory of your sales, it’s crucial to also focus on your product. Good products will sell with such exposure. But if the product is not market-ready, no marketing tactic will overcome this flaw.
