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The past two years have shocked businesses in all industries. They have also changed the way owners and marketers plan their strategies and businesses for the year ahead. While 2022 promises to be a post-pandemic year, marketers need to prepare now for a rapidly changing environment.
Successful marketing and advertising in 2022 requires an integrated approach that focuses on your customers. Understanding who they are and why they are buying your products and services is the key to effective marketing tactics. Here are some of the key things to consider for the coming year.
Integrate SEO and SEM
Search engine optimization (SEO) has been a staple of digital marketing activities for years. As part of your marketing strategy, it drives organic traffic to your website. However, SEO is a long term strategy. Depending on your budget and the keywords your business wants to rank for, it can take months before you see results.
If you’re a startup that’s just launching their first website, waiting for SEO to get you traffic can take too long. Consider adding search engine marketing to your marketing mix. SEM allows you to use keywords to secure a paid listing at the top of search engine results pages, above the organic results produced by SEO. Certainly, organic results have more credibility. However, until your SEO takes off, SEM can help you get seen by potential clients. Together, these two tools are the most effective.
Create content for mobile devices
Are you planning to update your website or develop it further this year? If so, make sure your content is mobile-friendly. More than half of all Internet traffic comes from cell phones, tablets and other mobile devices.
A few years ago, it was enough to have mobile-friendly content. To stand out in 2022, consider creating mobile first websites. You don’t need to reinvent website design. However, rather than checking responsiveness after the fact, once the design is almost finalized, you start at the other end of the process. Develop the best possible user experience on the smallest screen possible.
Make sure the navigation menus are easy to use and compatible with touch screens. Structure your content so that it’s easy to digest on small screens. Your organization doesn’t necessarily need to limit content, but consider collapsing menus to create smaller pieces of text.
Images are a great way to bring content to life and catch the interest of potential customers. On the other hand, large images slow down your website. Slow loading speeds are detrimental in several ways: they are penalized by search engine algorithms when it comes to your SEO ranking; they can also cause users to completely abandon their attempt to visit your website.
A fast-loading, mobile-focused website is a great asset to any business. Plus, it’s easier to adapt a mobile-friendly website to a big screen than it is to go the other way around.
Related: Marketing Goes Mobile: The Secret To A Successful Connection …
Streamline your omnichannel approach
Few companies today use a single channel to approach their customers. The benefits of using various paths to reach their markets are well documented. They include an increase in turnover and better customer loyalty.
Customers choose the best channel for them to contact you. It may not always be the same channel for the same customer, depending on the type of request, location, time of day, and many other factors. What remains the same is the high expectations customers have of your response.
Even large companies still fail to deliver a unified customer experience, according to business intelligence firm Gartner. The research authors believe that one in two businesses could do better to deliver a frictionless experience. This has become more important since the outbreak of the pandemic, which has led more customers to digitally connect to businesses.
As a small business, it may be easier to implement a streamlined approach across all of your channels because you are working with a smaller team and fewer channels. Small businesses may have an advantage over larger ones in this regard.
Related: Your Customers Are Using Multiple Devices. You should be too …
Focus your ecommerce business on social commerce
The number of users of social networks continues to grow. This trend has been amplified by the coronavirus pandemic. Even though we expect to emerge from the pandemic in 2022, social media growth is expected to increase from 3.6 billion users in 2020 to 4.41 billion in 2025.
Facebook remains the largest and most used platform in the United States, but depending on your product, you may want to consider other platforms. Instagram has been the leader in harnessing influencer marketing, which is a very effective way for businesses to tap into specific communities.
Another opportunity to consider is user-generated video content on one of the latest social media platforms, TikTok. Like influencer marketing, user-generated content enjoys a high level of trust.
While social commerce currently accounts for only a small portion of e-commerce revenue in the United States, experts expect the field to grow exponentially by 2025. If your business is based on selling to the retail online, this must be part of your 2022 strategy.
There are only a few weeks left in 2021, so now is the time to start planning your marketing strategy for 2022. Small businesses and startups can benefit from profitable digital marketing strategies by integrating organic and paid search engine activities and by advancing e-commerce. spending to social media networks. By focusing on mobile-friendly content and delivering a seamless customer experience across all marketing channels, you’ll be ahead of your competition this coming year.
Related: Best Practices for Marketing During and After COVID-19