As we enter an entirely new year of life, both personal and professional, it is incumbent upon us to think of what is to come. Rather than be caught unawares, we should plan, prepare, and implement strategies.
This approach to the future is helpful in our personal lives, of course. It is even more useful if you run a business. In business, we hope to always be ahead of the times, with our fingers on the pulse of our consumers and our potential clients.
Each year in business is an opportunity to look back and reflect and then analyse how best to utilise those reflections. 2022 is upon us, and it is time for a fresh start in business on several fronts.
Technology is forever evolving, and as you begin to think of how best to market to your target audience, it is imperative to think back to the last year of technological changes. What have we seen? Where could we see potential shifts in technology? Do you have a particular piece of tech you favour for your business and marketing? What has worked, and what has not worked?
In terms of what has worked and what has not, be mindful of letting go of what has not worked. If your newsletters are not getting a response, stop sending them or shift the way you write and market them. If your company-wide zoom calls do not seem effective, stop holding them. One of the biggest mistakes companies make is holding onto tired, old technology that no longer works. One of your greatest investments will be keeping your tech up to date and on the edge of innovation.
Tech Trends to Be Aware of in 2022
Pay attention to what is growing in tech. TikTok has become a universal trend, as has Instagram, especially its Reels feature. Influencer marketing is not going anywhere. Through an immersive process, businesses and their influencers can pull consumers into their products and services. LinkedIn is also levelling up in terms of its market share in digital marketing. And of course, there’s Meta (formerly Facebook) to pay attention to. Look at this Forbes article on upcoming tech trends in marketing for more ideas.
Changing Consumer Habits
Another critical aspect of being aware of as we move into the next year of marketing is changing our target audiences. More importantly, how are their spending behaviours changing? Consumers have spent two years in isolation, social distancing, and making many of their purchases online. As we prepare for a reopening across the globe (maybe), we may expect our customers to be voraciously re-entering public space.
As people reemerge after lockdowns, they will be more interested in having experiences. They will want to snap pictures of themselves out and about living life and sharing those experiences on their social media pages. Businesses would do well to run campaigns that allow for shareability and experiences. Think of the Starbucks #redcup campaign during Christmas of 2020 that had Starbucks drinkers across the globe sharing a picture of their beverage and using the universally recognisable hashtag. People want to feel part of something again. Your business can help them do that.
Pay Attention to Your Persona
In marketing, we refer to your ideal customer, the person you know would love your product or service, as your persona. Once you have figured out who that persona is, all you have to do is pay attention. What are they doing? How are they behaving? What do they want? The answers to these questions will better help you target your persona and speak, and sell, directly to them, providing them with a solution to their problem, which creates a loyal customer for life.
It is more imperative than ever that you stand out in business, especially if your industry is a saturated one. What makes your business unique? Fresh marketing is a key element to making you unique. Stay on top of marketing trends, read up on local events, become a part of your community, physical or digital. Your target audience wants to feel seen. The only way to stay fresh is to really see your customers. How do you do that?
Growth marketing means fresh marketing at all levels. Traditional marketing reviews a strategy once a year, implements a yearlong plan, and then stays with that plan for a whole year, regardless of feedback or outcome. Those days are long past. Today, companies must step into growth marketing. We must be fearless in the face of failure, take risks in our marketing approaches, and adapt and shift along with our customer feedback. Growth marketing is data-driven, rapid response, and personal. It speaks to and listens to the customer. Some examples of growth marketing are:
- A/B Testing
- Cross Channel Marketing
- Referral Programs
- Top Of Funnel Engagement
If you are not employing any of these types of growth marketing, it is time to step into the future of customer engagement. The goal here is to make a sale and make a lifelong customer. You want customer retention, the true marker of truly successful businesses.
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Over time, businesses have learned how essential it is to stay on top of upcoming trends and to be able to adapt and shift with them throughout the year. You may not always be prepared for what’s to come, but if you have a plan in place, you will always be prepared to shift.
If you are still in the dark about these approaches or anything discussed here, or if you would like some help with your marketing, contact Success Academy today. Now more than ever, marketing is key to success in business, and you want a partner on your side who has the experience and expertise to get your brand, your story, and your products and services in front of your targeted audience. We want to help you let your clientele know how important your company is to their daily lives, and we have the knowledge and skills to get that done for you. Contact us today.