February brings us the third marketing trend of 2022. This third trend may seem a bit unconventional for a marketing company — when marketing companies take ownership in products or services they help sell. A vested interest gives additional motivation to sell that product or service.
Continuing with the six-part series covering 2022 marketing trends, this month is all about content alignment. Content alignment means offering credible, authoritative content via your website and social media platforms. Meaningful content will do a few things for your business such as improving your website’s search rankings and establishing you as an expert in your field. One of the best and most effective ways to do this is by adding a regular blog to your marketing plan. Many people have the misconception that blogs take too much time and money without considering how much this small effort is worth as it increases leads and customer engagement.
Last month I covered six marketing trends expected to emerge in 2022. To refresh your memory, they were hybrid events, content alignment, marketing companies investing in products they sell, companies that give back to the community, influencer marketing, and the move away from third-party cookies. Each month I’ll take a deep dive into each of these topics to help you incorporate them into your marketing plan no matter how big or small your company is.
We’re in the last stretch of 2021, which has proven to be yet another year of adapting to how we do business. Many experts agree that 2022 will undoubtedly be another year of adapting and changing to meet the demands of clients’ needs and expectations. Inc. published an article discussing six marketing trends to prepare for in 2022. Whether you have a large business or a small Etsy shop, these are things that can be applied to every business type. Consumers have a desire for some sense of normalcy but enjoy the conveniences that the pandemic required businesses to come up with alternatives to keep their head above water. For example, grocery pick-up is something I can’t live without now that I have become accustomed to it. Although it was around prior to the pandemic, it wasn’t something I was willing to try. Why? I have no idea!
You’ve focused on the aesthetics of your website and letting people know about your great product or service, but have you thought about the Terms of Use? If you have a website that involves client interaction to download a product, buy goods or services, communicate with other users, and so forth, then your home page should include a link to your site’s Terms of Use (also known as Terms of Service). This is the legal stuff that isn’t nearly as much fun to design, but certainly necessary to protect your company by notifying customers, clients, subscribers, or other users about the dos and don’ts of how they can utilize your website.
Most experts are predicting that the 2021 holiday season will be one of the best yet as many Americans are more emotionally invested this year than in years past. According to a recent survey conducted by Quantum Metric, online sales are expected to continue to rise as the first half of this year has already seen a 16 percent increase in quarterly sales.
We all know that searchability and ranking rely upon keywords, but that can be tough for a small or new business. In order to beat out the competition, you will need to set yourself about from the common, general keywords. The best way to do this is by using long-tail keywords to increase your traffic and conversions quickly and effortlessly.
A few years ago Forbes published an article about how to find brand success in the digital world. This article was written in 2017; let’s fast-forward to 2021 and the mass amount of ads have increased significantly. My search for the actual number of ads the average person sees every day came up with a variety of answers but nothing that could be quoted as factual. All sources researched most commonly stated the average person encounters between 6,000 and 10,000 ads every single day. While that may seem excessive, it probably isn’t if you think about television, social media ads, search engine ads, and the list can go on for days. The Forbes article challenged its readers to count the number of brands they encountered a day by counting how many brands the reader interacted with as soon as they got up in the morning and started their routine. They named a plethora of products from the Apple phone to the Colgate toothpaste used and that’s even before the day gets started. For whatever reason, those products stuck out to the consumers, and the marketing behind it did its job.
You’ve got your website and social media platforms looking great and content is consistently being posted on your accounts, but did you overlook one area that could make a big impact on your readers? What does your FAQ section say about you? The Frequently Asked Questions section can be one of the most lackluster elements of a business’s website or marketing efforts. Rather than an afterthought, the FAQ should be viewed as an opportunity to make a direct connection between you and the customer. The majority of consumers, especially Gen Zers, typically gather information about a product or service from the company’s website and/or social media platforms rather than making a phone call to find out information. Although I am much older than a Gen Zer, I would say that calling a business is usually a last resort for me. I am much happier if I can research and make decisions with information from a company’s website or social media page. I very often use the FAQ section and if a business has a good one, it puts them a step ahead of the competition.
The Better Business Bureau published an article in May 2019 titled 7 Ways to Build Trust with Your Customers and Why It Matters. Although this was published nearly two years ago, I can’t think of a more relative time than now. It begins with discussing how, at that time, authenticity was the latest buzzword, as younger generations want authentic connections and transparent corporate practices with businesses they use.  Two years later, authenticity is still around; however, it is no longer a buzzword, but rather, an expectation from consumers. The most effective way to prove your authenticity is from being a business known for its trustworthiness by building trust among your customers. Being able to truly say you are trustworthy will make your business stand out from the rest, especially with such fierce online competition.