Marketing a business in 2022 is inherently challenging as new forms of inbound marketing continue to upend traditional outbound advertising. The challenge lies in balancing increasingly important inbound marketing strategies with conventional outbound advertising while maximizing your limited budget for connecting with target customers.
Fret not, as we’ve identified some helpful marketing strategies that will make it easy for your business to add to its customer base in the year ahead.
1. Focus on SEO
SEO, short for search engine optimization, is an essential component of inbound marketing. Your company’s SEO push really does have the potential to make or break its marketing in ’22 and beyond. Build a website optimized for search engines and catalyzing conversions and you will be well on your way to moving target customers through the sales funnel all the way down to the very bottom where they pay for your unique value offering.
SEO is centered on the strategic use of keywords, key phrases, and additional relevant details such as local identifiers. With modern SEO tools, you can perform some keyword research to find out what your target customers are searching for on the web. Weave in those keywords, key phrases, and localized information to your website as well as your social media and the rest of your online footprint.
Make sure to target your niche, if you are in the roofing business, for example, you might want to hire some SEO services for roofers to help you scale and find the ideal keywords that will help your traffic increase.
Your website will gradually climb search engine results pages, also known as SERPs. You can use rank tracking software to measure success.
Keep in mind, people are now using voice search technology, meaning your online content should feature the phrases people are most likely to vocalize when searching the web by voice for your product, service, industry, niche, or other relevant information. However, there is a caveat. Google and other search engines penalize websites that oversaturate their content with keywords and key phrases.
Limit your keyword saturation rate to 0.5% to 2.5% and it will rank that much better in the SERPs. If you need additional help, you can always hire a reputable SEO agency.
2. Mind Those Online Reviews
Reviews posted on the web are more important than most business owners and managers assume. There is a meritorious argument to make that such reviews are a latent form of marketing. Though you do not have to respond to every single review posted to social media or an online review directory such a Yelp, it is in your interest to respond to negative reviews and those that pose questions to your management.
If someone posts a fake review, contact the site administrator to request its removal. Above all, be proactive by interacting with reviewers on social media and other online platforms to make it clear to everyone who reads those write-ups that your company genuinely cares about its performance and public perception.
3. Contact Customers Through Nontraditional Means
Obtain consent from your current customers as well as prospective customers to communicate via text message and the stage will be set for your business to contact targeted individuals through means aside from email and snail mail. Limit your text communications to once every couple of weeks and those messages will make a meaningful impact.
Don’t forget to add a call-to-action to the text messages that convince the recipients to shop at your brick-and-mortar or online store.
4. Update Your Socials
Creating an account on the many different social media platforms is not enough in and of itself. Continue to update your social media accounts with news, industry progressions, local information, and product updates. Interact with your audience every single day of the week.
Even if you have to hire a part-time social media manager to engage with the public through Twitter, Instagram, Meta, and other socials, doing so is in your interest. Or you can use a tool such as Hootsuite to cross-post across social media platforms. Above all, continue to update your accounts with interesting information including quizzes, surveys, videos, fun facts, and other intriguing information that keeps your audience fully engaged with your brand.
5. Make the Most of Email Marketing
Contrary to popular opinion, email marketing has not been rendered obsolete by other forms of innovative outbound marketing. What matters most is the manner in which you use email marketing. Personalize email marketing messages for your audience, send those messages at specific times of the day and this strategic approach will pay off in the short term and also across posterity. However, it is a mistake to bombard your email subscribers with a litany of messages.
Ideally, your email marketing campaign will be segmented in accordance with your customers. Email marketing segmentation transmits specific messages and offers via email to distinct customer groups at certain times of the year. Such tailoring of your email marketing campaign will optimize its impact to the fullest.
Furthermore, it is also in your interest to take advantage of email marketing software such as Mailchimp and you won’t have to invest a considerable amount of time, manpower, or other resources in creating and transmitting messages to your target audience.
6. Tap Into the Power of Video Marketing
There is a common misconception that the average person is interested in reading through thousands of words in blog posts, service pages, and other pages that comprise a business’s online footprint. Though most people are willing to read or at least skim through upwards of 1,000 words, many will digress to something else around the 1,000-wordmark.
Instead of inundating your online audience with the written word, partially pivot toward video marketing. Videos now comprise slightly more than 80% of web traffic. In particular, videos posted to social media, live video streams, and branded videos are especially effective. The primary appeal of streaming live video is the fact that it has an interactive component.
Your audience can comment on the video stream, pose questions to the streamer and even call in to engage in a mutually beneficial discussion.
You can easily stream live video on Facebook or another social media platform. You simply need a microphone along with a camera and a computer. You can also live stream through your smartphone. Seize the opportunity to engage your audience on another level with video and you’ll cast your net that much wider, ensuring you capture the attention of those interested in reading the written word as well as those more interested in video content.
7. Local Service Ads
Also referred to with the acronym of LSAs, local service ads connect businesses to local customers by positioning them toward the top of online search results. If your aim is to connect with locals, use LSAs which will drive qualified traffic to your site. This traffic is typically easier to convert to because it has strong intent.