2022 is already in full swing! Is your digital marketing plan ready for the new year? The digital marketing landscape is always evolving, so it’s important to be aware of the trends that are rising above the various marketing strategies you’ll incorporate in your marketing plan this year. Email marketing, voice search, video content, and niche marketing are four strategies to consider for success.
The first trend is email marketing as it’s been around since the beginning of time! In 2022, marketers need to give each person a personalized user experience because consumers want personalization now more than ever. With the rise in mobile devices being used by people across all demographics, this makes sense as well. Personalized emails have already increased click-through rates by over 40 percent so why not be ahead of your competitors? The average open rate for 2020 was 16.67% but with personalized emails that number you can see open rates above 30%! As I’ve cited before, a recent study by Hubspot found that email marketing alone has an ROI of 4200% — meaning for every dollar spent on email marketing, you can expect $42 in return. The key is to use your email platforms’ segmenting and personalization functions to tailor messages as much as possible based on behavior — i.e. items purchased, links clicked on, items placed in shopping carts, and more. Deploy strategies to continue growing your email list – this should always be at the top of your marketing strategies.
Voice search is another marketing strategy to keep in mind for 2022. There’s no doubt that voice technology has hit the mainstream! For marketers, this means you need to be prepared with your content and your website if you want people to find it through these new technologies. If users can talk directly into their phone or device, they will expect whatever they ask for — whether it’s a song on Spotify or directions via Google Maps–to immediately provide the answer-back. And studies have shown that “40 percent of mobile searches now originate from voice-activated devices.” The question remains: How do I optimize my digital marketing plan around voice search? Well, one way would be to consider how you can create better content that suits what consumers are looking for. For example, focus on creating easy-to-find sections about your brand or products that are easily accessible by voice search — i.e., FAQs pages and explanations of what the company does at a high level would be good items to include in this section if it applies to your business.
Like email, video content is still king. As you can see with YouTube, TikTok and Instagram outperforming other platforms. The digital landscape has changed so much over time but there’s no doubt that people love watching videos online – especially short ones! Videos do well because they grab attention which increases conversions. One study found that “70% of users say product videos help them decide which product to buy.” But why else should marketers consider using video content in their 2022 digital marketing plan? Well, here are a few more reasons:
- One study found that videos on the home page lead to an increase of conversion rates by 19.05%.
- Another study conducted with Bazaarvoice reported that retailers who have video reviews tend to have 50% fewer returns – which means you’re giving consumers peace of mind when purchasing from your company or brand.
Videos allow brands and companies to showcase items they sell better than images alone because people can see how it works. They also give us great insight into what’s happening behind the scenes at businesses, events, or special occasions where we might not be able to go — so being relatable is important too! Overall, people are more likely to share videos than images because they’re easy, quick, and informative.
Another study by Hubspot found that companies with video on their home page received 55% of all website traffic coming from a search engine – this is compared to only 34% for those without any sort of video content on-site! The moral here? Video marketing should be used in your 2022 digital marketing plan if you haven’t already done so.
Finally, niche markets have been growing since 2017 but I predict 2022 will see an increase in small business owners creating unique packages or including special offers on specific products. So why are niche markets on the rise? The more you can focus on individual consumers or groups of consumers in today’s social commerce environment, the better. Consumers expect personalization, they want to feel that a brand is speaking directly to them as individuals. So the more you can segment your consumers and provide content that speaks to them, the more success you’ll see.
Here are some things you should consider when getting started with niche marketing:
Niche marketing allows your company or brand to get really specific about what products/services you offer – so make sure these are all items that interest your target audience. Even if something seems like a good idea at first glance, if it’s not something that interests your target market, don’t do it!
When creating content for niche markets, make sure you’re really drilling down into what makes this group of people unique. What are their pain points? What are they passionate about? Once you have a good understanding of who your target market is and what makes them tick, start creating content that resonates with them. This can be anything from blog posts to social media posts or even video content – just make sure it’s interesting and relevant to them specifically.
Segmenting your consumers is key when implementing a niche marketing strategy. By providing customized content for each segment, you’re increasing the chances that they’ll actually see something in their newsfeeds or on their social media feeds that interests them.
Don’t be afraid to get creative with your niche marketing! If you can find a way to tap into the passions of your target market, they’ll be more likely to respond positively to your content and even buy from you.
The opportunities for marketing success in 2022 are limitless. The key to your success is identifying the right niche and creating content that resonates with them specifically. Employ strategies to maximize conversions on voice search, but make sure you’re not forgetting about email marketing either! What’s been working well for you? Let me know and I’ll be happy to listen and provide feedback on what I think will work best for your unique business model and how I can help!