Mike Khorev
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Whether you are an established brand or a startup, digital marketing strategies are a forever evolving aspect.
2021 was a year of innovation and change – there was a dramatic change in how people use their media. This meant that businesses had to alter their digital marketing strategies immediately, to accommodate the unforeseen changes.
Still, there’s no time to rest as we head full steam ahead into 2022.
Marketing will soon require intently listening to your Customer’s wants, and responding to their needs as competition becomes even more fierce.
To help you start the new year on the right foot, we’ve decided to share insights into some of the best digital marketing strategies of 2022.
Optimize for Voice Search
Since 2019, there has been a constant rise in voice search technology.
This includes anything from chatbots to voice assistants like Alexa, Siri, and Google Assistant. However, only brands focusing on consumer-friendly content will be able to survive the 2022’s stiff competition.
Providing valuable, sharp content which responds to the Customer’s use for voice search will help businesses and brands become more competitive in the digital space.
Optimizing your site for voice search means you focus your efforts on creating persona-based content and conversational keywords that will accurately answer people’s questions. To ensure this happens, find a team who specializes in SEO to help you in optimizing the keywords, site organization, and schema markups.
Focus On Personalization
Most, if not all, people like to feel special. According to research, customers who get a curated, tailored experience are more likely to purchase – they’re also more likely to become repeat customers.
About 66% of those customers expect that companies understand their expectations and unique needs. A similar number (68%) also expects that brands demonstrate empathy.
With such expectations, how do you deliver a personalized customer experience? Your Customer’s needs will vary depending on where they are within the customer journey. Below are some ideas:
- Personalize your marketing outreach based on particular actions like an abandoned shopping cart.
- Segment your emailing list by prior purchases, purchase time, location, and browsing history, among other data points.
- Welcome the returning clients back to your site with messaging and unique images.
- Personalize the email content with descriptions and images of the products your customers have purchased or searched for in the recent past.
- Use dynamic creative optimization strategies to reach and convert undecided customers.
Using these and other tactics in your digital marketing strategies will help you win over customers, and increase brand loyalty.
Command Attention with Reels and TikTok
Without a doubt, videos have been used to drive engagements for years. Bite-sized and short-form video content now dominate the social media landscape.
YouTube Shorts, Instagram Reels, and TikTok are an example of prime placements for new brand content. Although younger audiences have conventionally been the target for such technologies, data indicates that the older demographics are catching up quickly.
Evaluate which platform has a higher probability of reaching your customers, and pounce. For instance, TikTok better attracts or reaches a younger audience, with nearly 50% of the platform’s users under 30 years. On the other hand, Instagram’s audience is more diverse. About 50% of its users fall between 25-44 years old.
It is worth noting that YouTube is also muscling its way into bite-sized and short-form videos, with the introduction of YouTube Shorts in 2021. However, the user metrics surrounding YouTube Shorts are still coming in. Don’t choose platforms for the sake of it – only produce content on the platform that will resonate most with your audience.
Focusing on Local SEO
Although geofencing is not a new concept, it will become more apparent as customers become more local-oriented. Although online markets attracted consumers during the lockdown, as the restrictions faded, consumers turned to local solutions to meet their needs.
Using geofencing, brands can deliver targeted messages through social media, in-app notifications, email, or text to those in a localized area. Furthermore, local B2B SEO helps boost your geofencing efforts. Focus time to optimize business listings maps, creating content based on the local stories or events, and signing up for a Google My Business account is vital to optimizing for local SEO.
Ask for testimonials from happy customers and optimize voice search, operating hours, and voice search to win the local search engine optimization game. Use Google My Business to improve your Local SEO, providing value to the potential customers.
Interactive Content
The other digital marketing strategy to adopt in 2022 is using interactive content.
Such kind of content delivers value while generating user participation. Due to its interactivity, interactive content has a higher capacity to engage customers.
The main types of interactive content include e-books, quizzes, landing pages, infographics, and videos – delivered at different stages of the sales funnel. However, it is prevalent during the consideration and awareness stage.
Such content is created to build user engagement and trust. For instance, a customer may be required to share the email address before downloading an E-book.
Through stimulating participation, interactive content makes measuring user engagement easier. You can find out the number of people that have accessed a post easily, with an accurate and exact way of knowing the words read. Using interactive content provides a clearer measurement than static content as per the 60% of the brands using it.
Value your First-Party Data
Why are marketers and advertisers on their toes? Because the growing customer privacy concerns are forcing conventional third-party data collection into oblivion.
Already, some browsers like Firefox and Safari have banned website cookies. In addition, it is expected that Google Chrome, representing about 70% of the total market share, will also scrap cookies by 2023.
In 2022, brands must adopt new and better digital marketing strategies to connect with their customers. This means leveraging the “gold” that sits right in front of them, the first-party data.
The customer data from surveys, completed on-site purchases, your CRM, and customer feedback is invaluable for two main reasons. First, you own that data. Second, it provides the blueprint of an ideal customer.
The first-party data can be used to glean the key insights into your customers, predict their behavior, and tailor the content according to their references, among other uses. Businesses should squeeze every bit of value from first-party data and handle it like their success hinges on the data because it might just be the case.
Update Your Personas
Since the beginning of the pandemic, consumer behaviors have changed. Therefore, a business must re-evaluate and align its target personas using Facebook Audience Insights and Google Analytics to ensure the current audience is in tandem with the target personas.
Ensure you update your business persona to match your business’s 2022 digital marketing goals.
Conclusion
No matter your business model, brand, or product, mastering the best digital marketing strategies is essential. This is what will set you apart from the competition.
Not every online brand will knock every strategy off the park each time, so don’t try doing everything at once. Whether getting ready to launch a new business in 2022 or expanding your brand’s e-commerce reach, settle on a few strategies and properly apply them.
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