Small Business Enterprise - SBDC January 2022

Marketing trends in 2022 will require businesses to provide concise, targeted content to their customers while introducing them to their brand in a storytelling format. Here are seven trends that will define success in the coming year.

Content marketing will continue to be king. It’s a form of marketing focused on creating, publishing and distributing content for a targeted audience online. Content marketing is an important aspect of any digital strategy and can have a lasting impact on your business, for better or worse. Effective storytelling can help build a company into something that consumers want to engage with on every level, which is why content marketing will still be incredibly important throughout 2022.

Use data and metrics regularly to measure your success. Marketers are spending less money, so it’s key to make sure you are reaching your target audience with messages and content that are engaging, at the right time.

Social media will remain very important, as it is a cost effective way to reach your audience with easy-to-use data and tracking tools. However platforms such as Facebook and Instagram are changing rapidly, and it’s getting harder to reach people, especially with organic posts. Creating high-quality images and videos increases the chances of building trust and increasing the chances that your brand will be shared by potential customers.

Marketing teams will work closely with product development teams in order to improve customer experience and increase conversion rates.

Collaborating with your product development team can provide multiple benefits for both design and advertising. A healthy partnership between the two halves of your organization — one focused on research and design, and one focused on messaging strategy — means you’ll be able to market your product effectively and efficiently.

Marketing will be less about the product and more about the customer’s needs. The internet and data collection will enable companies to get a sense of the online habits of your customers. This technology will allow hyper-focused targeting, which builds a sense of trust and brand loyalty. Your clients will feel a connection to your company and products and will feel they speak to them as a unique individual.

Marketers are becoming educators, not just advertisers. Consumers no longer want to be told what to buy. They are more engaged when you are sharing your products and knowledge with them and why it’s important to have it in their lives.

Video content should be the top priority for content and messaging your feed to your customers. It builds trust and allows them to see and experience your products.

Search engine giant Google has announced that YouTube reaches more 18 to 34-year-olds and 18 to 49-year-olds than any cable network in the United States. Facebook reports that video posts receive six times more engagement than photo or link posts on average while Twitter has seen an increase in video views by over 160 percent.

Marketers who are serious about success in the coming years need to put an emphasis on educating their customers. Consumers now want more information, not just a hard sell. You can take this opportunity to set yourself apart by providing your audience with detailed content that educates them and answers all of their questions.

Heather Kelley is a consultant with the Illinois Small Business Development Center. Visit rockfordsbdc.org.