Marketing has undergone a sea of change this last decade. Where before in 2010 only 36 percent of brands competed on customer experience (CX), now it’s the 90 percent majority, reports Marketing Insider Group. Customer values have also changed, meaning you may not get as much mileage out of tried-and-tested strategies today as previously. New concepts like influencer marketing and social strategy have taken center stage.
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Here are some meaningful ways to successfully market your business in 2022.
Authentic Content Marketing
Convincing people to buy a “life-changing” product they don’t need doesn’t work anymore. As Power Reviews puts it, peoples’ BS detectors are stronger than ever, and they tend to tune out messages they don’t relate to. Consequently, your marketing message needs to be in alignment with modern audience needs and values. 81 percent of customers want to trust a brand before buying from it, for example. You need to win consumers over by standing for something – like sustainability and equality.
Inclusivity goes hand in hand with authenticity and helps you win customer trust. Essentially, inclusivity is featuring all the communities or demographics that buy from your brand, not just the biggest one, in your marketing content. Brands with high diversity see an 83 percent increase in customer preference. You can be more inclusive by discarding stereotypes, moving beyond race, diversifying your team, and celebrating differences.
Videos are easy to consume when you’re short on attention and time, which everyone is these days. That’s why video marketing can bring big rewards if you get the content, platform, and target audience right. 84 percent of people were persuaded to purchase a product after watching a video about it. Consider starting a video business blog or simply putting up a video demonstration of your product or service.
The Omnichannel Experience
Omnichannel personalization is where marketing is headed, says Wharton University. If you personalize your offerings for your customers, keeping their usage habits and preferences in mind, they are more likely to be engaged. To be truly omnichannel, your brand should offer the same seamless experience and convey the same message wherever your customer is – from mobile to brick-and-mortar, and everything in between.
Cross-promotion is joining forces with another company to sell your products together. You partner with a brand that doesn’t compete with yours directly but still appeals to your target audience in some way (and has values that align with yours). You can potentially double or triple your outreach by accessing the partner brand’s network, which can be a valuable marketing strategy. It’s scratching each other’s backs and having a mutually beneficial arrangement.
Influencers are modern-day movers and shakers who hold a big sway over their followers’ spending habits. Influencer marketing is all about acquiring endorsement from a top celebrity on a popular social media channel like YouTube and TikTok. Savvy brands can tap into gigantic fan bases through various influencer-led strategies and promotions. 89 percent of marketers who take this route receive comparable or better results than other marketing channels.
Your customers are active on several social media channels, from LinkedIn to Instagram. With social strategies, you can engage with them online and build long-term relationships. Social media marketing not only allows you to generate interest and share content but also allows you to get to know your audience better and gather valuable data. This data can be used to further refine and hone your marketing efforts.
The Old-Fashioned Approach
With all the well-justified emphasis on digital marketing, it’s easy to forget that there’s still a lot to be said for an old-fashioned business card. In fact, as some of the novelty of digital marketing wears off, supplementing these strategies with something more tactile is an excellent idea. And it doesn’t have to cost a fortune, either. In fact, you can use this free business card maker to generate cards you can hand out to potential clients, or leave at key locations like coffee shops, restaurants, or trade conferences where potential customers are likely to gather.
Go Back to School
There’s no question that today’s business world is more competitive than ever. With all the changes in technologies and trends, giving yourself an edge is crucial – and going back to school for an MBA is one of the best ways to improve your odds over the competition. Best of all, thanks to the flexibility of online programs, you can learn while you keep working, then implement your lessons in real time.
Whatever mix of strategies you follow – social, influencer, or otherwise — the fundamentals still matter – you need to research the market and nail down your specific niche audience. Focus your efforts on your ideal buyer persona and make sure your brand appeals to them to get the biggest bang for the buck.