With so many marketing initiatives to try and platforms to leverage, it can be hard to create a really solid plan that works for your business. We spoke with nine marketing experts to get their thoughts on marketing strategies for your business in 2022!
Think beyond social media.
“Develop a content marketing strategy that goes BEYOND social media. People often think that social media is the golden ticket for building thought leadership and attracting their target audience, and although it does play a role in that, it’s not the ONLY thing that should be considered. Incorporate blogging, email marketing, PR, and more into your overall content marketing strategy to ensure it’s diversified and reaching the audiences you want to connect with.”
– Ashley Mason of Dash of Social
Understand who your customers are.
“The digital marketing space is really loud right now, and it can feel overwhelming for small business owners to feel like they need to be really active on every platform and medium. Instead of stressing themselves out worrying about mastering everything, they should invest some of that time in really understanding who their customers are – what they like, what platforms they’re using, how they’re making purchasing decisions – and then invest their marketing efforts into the platforms and mediums that will provide the most return on investment. And on that same line of thinking: it’s 2022 and everyone is on their phone, so make sure your website is optimized for mobile!”
– Jessica Ponyrko of Anchor Watch Marketing
Think outside of the box.
“Do something different for once. I think this is the best piece of advice I can give. I think we all get quite comfortable doing things the same way — but to get different results, you have to do something different. Different is good advice, but also vague advice. So a practical tip to leave you with is to make a list of the marketing you do — and write down how effective each strategy has been. Then, make a list of things you haven’t tried and get ready to get your hands dirty. Good luck!”
Leverage short videos.
“Platforms, algorithms, trends, and social media are changing daily! As I set my 2022 marketing strategy for myself and my business, I plan to focus on short videos. These short videos will be shared as Instagram Reels and TikTok. Instagram Reels will be more polished and professional content. In contrast, my TikTok has more fun and playful content. I suggest keeping in mind when using these platforms are the trends. Just because a TikTok is trending doesn’t mean it’s right for your brand. You want to piggyback off trends that fit your overall marketing strategy and are relatable to your customers. Also, make sure to incorporate fun. The more fun you are having on these networks, the more natural it looks to the viewers!”
– Kirsten Corssen of Social Navigator
Look at your data.
“Data is king and tracking is becoming more and more challenging, it’s vital that business owners track and understand their data in 2022. We recommend utilizing multiple analytic platforms including Google Analytics to ensure your data is accurate and you can use it to direct strategies and optimizations for your business. You will be setting yourself up for success just by installing another analytic platform in 2022!”
– Hailey Van Wormer of WrenPro Consulting
Focus on storytelling.
“For 2022, we are seeing marketing turn more towards storytelling. Best way to share who you are, how you help, and big differentiators is through video creation. Professional, high quality video that is created specifically for campaigns and social channels will be a game changer.”
– Alicia Williams of Aliste Marketing
Avoid trying to “do it all.”
“Our biggest recommendation for 2022 Marketing is that you don’t have to ‘do it all’ when it comes to marketing strategy and the channels you use. Find a path that works best for you and your business; that may be utilizing one social platform versus another, or it may be putting an emphasis on advertising and email marketing. Whichever it may be, focus your time and resources on the strategy and platforms you approach. Keep in mind that there are multiple paths to success with your business and just because another company in your industry is excelling at one form, doesn’t mean that that is the only option for you!”
– Renee Perkins of Nantucket Island Marketing
Go all in on video.
“If I could only do one thing as a business owner with my marketing activities in 2022, I would go all-in on video. I would commit to recording videos at least once a week, videos that gave people a much better idea of what was going on behind the scenes at the office. I would share these videos regularly on social media, showcasing not just our products and services, but our employees and clients, too. Video is the next best thing to being there in person. Video is an extremely popular medium. Whether it is live or pre-recorded, video gives you an opportunity to portray yourself and those around you in an authentic, transparent manner, increasing the level of trust your audience members have in you, eventually leading to mutually beneficial relationships between you and them. It doesn’t have to be perfect, either. The more realistic, in fact, often the more effective. Give it a shot. You won’t be disappointed. And neither will those on the receiving end of your marketing messages.”
Include SEO and content creation.
“I cannot express how important it is to have SEO and content creation part of your marketing strategy in 2022. When you’re publishing new content regularly and ensuring it’s optimized properly, along with the rest of your website, you’re able to drive traffic to your website even on the days that you’re not sharing new content or posting to social media. You’re also able to reach a much wider pool of people! SEO might take more time and effort, but it’s a wonderful way to market your business for FREE.”
– Rachel Martin of Studio 37
Remember that marketing involves a lot of trial and error, and what may work for someone else may not work for you, and that’s OK. It’s all about testing, analyzing, and adjusting until you find a strategy that works.