Marketing is no longer about dumping money into a black hole and hoping that a customer or two...
Entering 2022 can feel daunting, no matter who you are or what industry you work in. Wherever you find yourself on the spectrum of dread or delight about the new year, we’re sure you’re experiencing some uncertainty about your marketing strategy.
Make the most of 2022 by refreshing your arsenal of marketing tools with these different types of marketing strategy - tailored to help your business get ahead of the competition.
- Cut out events
- Agility is key
- Research now, be prepared for later
- Your online storefront: adapting your website
- Target your highest-value customers (ABM)
Cut out events
So many events were cancelled in 2020 and 2021 due to COVID-19 that there's now a Wikipedia page dedicated to listing them all. The UK live music sector alone faced losses of 170,000 jobs and £1 billion in revenue last year alone. Pretty bleak.
Planning events into marketing strategy can potentially b surefire way to create stress and confusion for your team and potential customers. With regulations and circumstances regularly changing, including events in your strategy for the year isn’t a risk worth taking.
Even though some industries hosted events and gigs in summer 2021, it’s best not to make events the crux of your marketing plan this year.
Between online schooling, remote working, virtual doctor’s appointments and family video calls, your target audience is likely reaching their capacity for digital or online events. Because of this, resist the temptation to replace all of your events with digital or live-streamed alternatives.
There are other ways to launch your new product or showcase what your company does aside from events - virtual and physical alike.
For example, if you’re launching a new product or service that you'd normally announce at an industry expo or your own launch event, use a countdown clock on your website and email campaigns to build anticipation. Share your countdown on social media and encourage people to sign up for email alerts to new launches too.
This will not only bridge the gap not being able to host a launch event will cause but it’ll also mean your mailing list and contacts grow, too.
Agility is key
If 2021 taught us anything in the world of marketing, it’s that things can change very quickly. The term ‘adapt or die’ may seem extreme, but with many businesses having to, unfortunately, close their doors for good, being flexible to constantly changing circumstances is a key skill for survival.
Create contingencies for all planned content, assess each department’s strengths and capacities to see how responsive they are to sudden changes. Also, set targets for improvement where needed.
You'll also need a backup budget so if one stream of marketing falls through last minute; you have the funds to adapt and find an alternative quickly. For example, if you have a video-based online campaign booked but you can’t fulfil that booking or it’s no longer possible to create the content, you’ll have the budget to create a different ad or social media paid campaign in its place.
Market research is also vital to find out what trends are emerging and what your audience wants to see. With research, you can avoid time and money wasted on certain activities that won’t prove viable for producing ROI and more accurately hone in on what your audience will respond to.
Research now, be prepared for later
Early market research will be fundamental in 2022. Being prepared for anything and everything is now more important than ever.
Keep up to date with the most popular marketing channels with your target audience. Focus especially when it comes to what social media and online routes work best to target them. Once you have the channels identified, research what kind of content works best for each of these. For example, 54% of consumers reportedly want to see more video content and 88% of video marketers are satisfied with their ROI.
For online forms of marketing, knowing how long your audience spends on each platform per day is also essential. Using your research, track if online usage metrics increase or decrease once circumstances surrounding lockdown regulations and guidance changes, adapting your strategy accordingly and noting trends.
Your audience’s wants and habits are evolving and changing faster than ever following 2020, so committing to market research early will allow you to plan better and stay ahead of your competitors.
Your online storefront: adapting your website
Websites are often described as the ‘digital storefront’ of a business. But with the potential of lockdowns throughout the country this year, now your website is the only storefront potential customers will see. This is why it’s vital to ensure your website is optimised and does its job.
In 2020, more than half of website traffic worldwide came from mobile devices. That trend is set to rise.
Use your market research to tailor your website to your target audience. Make the load time quick, the user journey easy to follow, the design inviting and the content engaging. Combine all of this while optimising your website for all devices, especially laptops and mobile phones.
Use web analytics tools - such as HubSpot or Google Analytics - to track your website’s visits, bounce rate and if your resources have been downloaded. Promote your website pages plenty using your social media and use website analytics to see which posts are more effective.
Target your highest-value customers (ABM)
Yours isn’t the only business that has realised marketing in 2022 will need to adapt to the circumstances. With your competitors also setting their sights on new strategies and tactics - such as social media and email marketing - don’t lose sight of one of your biggest assets. Your team.
Use your sales and marketing team’s combined knowledge and power to identify business opportunities and potential clients you want to work with in an account-based marketing (ABM) strategy.
Numbers show that 86% of marketing and sales professionals from B2B companies use targeted account strategies like ABM. ABM is a more selective, deliberate approach to winning business. It’s also a great way to make up for any lost momentum or profits during the unprecedented events of last year.
Raise your profile among target businesses and create an ABM plan that will help you sell to your highest-value customers using our in-depth guide on how to do ABM using HubSpot.
Whatever sector you’re in, adapting your plans and adopting these marketing strategies can help you stay afloat and get ahead. From targeting your highest-value customers to making sure your website is easy and fun to use for whoever lands on your home page, thinking ahead, using research and taking new approaches to your marketing is important in 2022.
Creating your marketing plan for 2022 doesn’t have to feel daunting or fill you with dread. Staying informed, doing your research and refreshing your marketing tools with our hand-picked strategies can help you make 2022 a great year for your business.
Get more insight into how to market your business this year with our helpful, free checklist.
A new year like no other: marketing in 2022
Learn how to set benchmarks, define digital marketing tactics and measure results to identify types of marketing strategy that will help your business get the best out of 2022. Use our conversion calculator below to set better goals for your year.