Marketing has changed a lot in the past two years, and with COVID-19 still very much a concern, the prediction is that the field will continue to evolve in 2022.
That’s not a bad thing, though.
Certainly, if 2021 is anything to go by, businesses and businesspersons being on their toes should mean another great year for customers.
Those of us who are marketing professionals and direct sellers, however, will have our work cut out. And just like last year, we will have to be alert, aware and prepared to adapt as and when the sands shift.
As you wait to jump on the next big business trend, though, here are five important areas to focus on for better success in 2022.
Social media marketing
Social media’s popularity as a marketing tool has surged under COVID-19, and the prediction is that it will remain vital to growth in 2022.
The reality, however, is that it’s impossible to reach all 4.5 billion social media users.
So instead of attempting to market your products and services on every single platform, this year, take the time to first evaluate your audience and determine your social media sweet spot.
For example, TikTok, Twitch and Discord may well be popular with younger users. But that doesn’t mean you should be jumping on those bandwagons.
So before initiating marketing strategies, determine where the majority of your customers are, which platforms they favour – and then go for it.
Once you’ve decided which social media platforms to focus on, decide on your content form.
Videos have been touted for many years now as one of the best ways to build a brand and market products, and 2022 promises to be no different.
So if you haven’t as yet incorporated vids into your marketing strategy, it’s time!
And don’t worry if you’ve never been to film school. No one expects Hollywood-type productions.
In fact, expert marketers note that consumers prefer authenticity and are actually more engaged when content is live and isn’t pre-produced.
You could record a product unboxing, show off your fashion style or share recipe ideas. The possibilities are truly endless.
On the subject of authenticity, look to build your personal brand by not only being more visible but by becoming more relatable to your customers.
Research has found that consumers gravitate towards brands and brand leaders with clear visions and appear just like them.
So try to remember this while striving to raise your profile both online and via face-to-face interactions.
And while it’s true some folks may well be impressed by stories about your wealth, marketing gurus say the best way to relate to most customers (and even downlines) is to speak to them as you would friends.
Also, be as transparent and humble as possible.
Even as consumers demand change, the stats suggest that personalisation will continue to be expected.
In a nutshell, customers want to know that they’re more than just a sales target. So brands that appear to speak directly to individuals are that much more valued.
The task for all sales and marketing professionals, thus, is to ditch generic marketing approaches and make things more personal.
Do your due diligence and try to understand your customers’ unique situations. Return calls and answer queries quickly. Customise your text messages and emails.
These are just some of the ways to personalise your approach and ensure a world-class customer experience.
Efficient business practices
In line with making customers the central focus, business experts envisage a need for small business owners to start embracing big business systems and approaches in 2022.
Are you reliant on data analytics? Are there systems that could be automated to save your time and ensure optimal yields?
This is the year to break out of your shell and start adopting some of those practices.
What’s also crucial is to leverage the strengths of everyone in your network.
For best results, it’s crucial for everyone to work hand-in-hand towards a common goal. That’s how things work in the biggest and best companies.
After all, marketing is a team sport.