As online marketing has become such a crucial part of running any business in the 21st century, it’s important to keep up with its trends and changes. Small businesses are often especially vulnerable when new methods emerge, as they lack the resources that larger companies have to adapt and stay on top of things. For this reason, staying informed is the best thing you can do to keep your business on track and relevant.
Prepare for these 5 marketing trends in 2022
Values-Driven Brand Storytelling
It’s no surprise that branding is vital to your small business success, but it’s predicted that marketers will take this one step further. In 2022 they’ll focus more on values-based storytelling than simply pushing products or selling services. The goal of this practice is to connect with customers on a personal, emotional level through stories. As consumers, we expect more from our favorite companies than ever before. They should be an extension — or maybe even a voice for our values.
To that end, brands can no longer just be in the business of making money. As business owners, we have a social responsibility to our customers. Brands that want customer loyalty must not only provide high-quality goods and services but also work towards creating positive change within society and contribute back when possible.
In the ever-growing digital world, many people are becoming more selective with what they choose to consume. From social media and email to display advertising — brands have started incorporating personalization into their marketing strategies. The goal is to better engage audiences while standing out from other companies doing similar things in a crowded space.
Content personalization is expected to become one of the more common marketing trends in 2022. You can expect to see it in all forms of content, from videos and podcasts to articles, streaming services, and more. If you want to give it a try, remember that personalization goes far beyond adding a user’s first name to an email. Instead, use the data you have about your customers in creative ways that help them feel valued.
The Death of Cookies
If you run ads for your business or plan to, it’s time to look at alternatives to third-party cookies, which are scheduled to be phased out in 2023. This is due to consumers’ demand for greater privacy protections and control over their data. Marketers can take advantage of first-party cookie gathering. Also, Google’s Privacy Sandbox and FLoC (Federated Learning of Cohorts) are great tools for achieving personalization without infringing on user privacy. Also, CRMs and lead magnet content that requires users’ contact information will become increasingly instrumental for small business marketing success.
When it comes to content, people are now looking for honesty and relatability. Whether that means less editing on an app like TikTok, behind-the-scenes style video blogs, or candid photographs instead of professional shots; there’s no denying people crave authenticity.
So to my fellow small business owners, it’s time to embrace the unpolished and authentic! By doing so, you’ll be in good company. This trend has been embraced by everyday content creators, lifestyle influencers, and big-name brands, including West Elm and Sephora. The look of raw video gives people the feeling they’re getting a closer look into your day-to-day life, helping them feel personally connected with you. Though marketing trends in 2022 have advanced considerably, the old marketing adage still rings true: we still want to do business with people we know, like and trust.
In a world where the pandemic closed many doors to networking and marketing, there’s no better time than now for hybrid events. It doesn’t matter if you’re a small business that plans to host networking events or a subject matter expert interested in sharing expertise from the stage. Events in 2022 are increasingly predicted to give people flexibility on how they can attend. Look for direct ways to incorporate an online element into your live events. This will help to increase participation and open your brand up to a wider world of possibilities.
These are just some of the most impactful marketing trends in 2022, but there are plenty more out there for small businesses to explore. As always, we are here to help your small business grow with our 16+ years of marketing expertise. Discuss these trends with us today! Click here to get started and I’m happy to chat about how we can partner together on your next campaign.