Business owners already feel like marketing options are changing at the speed of light, but it’s important to understand what’s going on with technology and trends. We have collected some helpful information to give you direction on what you need to know and what you can do to take control of your marketing. Ask yourself these questions and get your thought process rolling.
#1 First Party Data
Gathering FIRST PARTY DATA (data that you gather yourself) IS CRITICAL with the increasing demand for customer privacy, and new regulations about what data will be available to collect, and from where. Make sure you are prepared and able to leverage data you’ve collected yourself, where your customers are giving you their information voluntarily, rather than collecting data from third-party sources.
ASK YOURSELF: What information are you currently collecting? What strategy can you put in place to collect customer data right now?
#2 In-Person & Remote Events
Events should be both in-person and remote whenever possible. Consider whether you can explore both options, to cater to those who want an in-person event, as well as have virtual options for those who can’t attend in person. Done properly, you can increase attendance.
ASK YOURSELF: What kind of events are you putting on? Can you implement both an in-person and a virtual version?
#3 Brand Listening
Brand Listening means you really need to listen to what people are telling you they want, then build your content geared to them. Stories relevant to their needs and experiences are going to capture the audience most relevant to you, so you need to know what they are looking for.
ASK YOURSELF: How can you ask your audience for what they want? Are you making use of polls, surveys, questionnaires, and reviews?
#4 Create Custom Content
Custom content creation means customers feel seen and heard, and your marketing content is relevant to their own stories. If you want long-term loyalty, you have to play the long game and put in the time up front to build a solid brand foundation that your customers feel a part of.
ASK YOURSELF: What components of a good story apply to your brand? How can you make your customer the hero and tell a story that involves them in your journey? Have you considered going through the StoryBrand process with IBA?
#5 Tap into Conversation Marketing
Customer service is your best source for conversation marketing. And customer service is everywhere: call centers, online reviews, social media comments, and of course through your website. Your communication channels need to reach your customers where they are, and you must have a plan in place to respond quickly. Make sure you use customer service channels as a resource for brand listening, not just a place to copy/paste a generic response.
ASK YOURSELF: Where are your customers reaching out and mentioning their concerns? Do you have a chat or automated response system on your website or social media? Do you have a reputation management plan in place to gather/reply to online reviews in a timely manner?
#6 Stop Selling!
Build your brand and stop selling! Brand listening and custom content creation MUST be leveraged thoughtfully into your actual advertising, short-term and long-term.
ASK YOURSELF: Have you brainstormed with the creatives in your company for content that tells the story of your business? What have you learned from brand listening, and how can you answer your customers’ questions? How can you marry these strategies with your direct advertising?
#7 Work on your SEO
Work on your SEO practices to add new and relevant content to your website and other platforms regularly.
ASK YOURSELF: Can you write regular blog articles? Are there galleries with metadata that you can add to your website? What other platforms are connected to your website, and how active are they? Do you have at least one GREAT lead generation piece?
#8 Use Social Media Correctly
Social media is NOT an ad platform, it’s a social platform that has ad space. Your content needs to be engaging and pull people in. Make it a place for fans.
ASK YOURSELF: Do you have engaging content that includes viewers in your story? Email us for a copy of our “Ways To Engage” single sheet.
#9 Show Off
Don’t just tell your customers that you’re great, SHOW them.
ASK YOURSELF: What case studies can you provide? Can you create tutorials that demonstrate your know-how? Do you have positive testimonials and reviews you can share?
#10 Invest in Quality
Use high quality pictures and videos to look like the professional you are.
ASK YOURSELF: What types of content are you planning to produce? What kinds of equipment do you need for professional quality photography, video, lighting and audio recording?
#11 Expand Your Channels
Provide diverse, useful content material that meets your customers where they are.
ASK YOURSELF: Have you tried podcasting, or live video? What platforms are you on? Where are your customers? Are you open to trying something new that might work better? Are you on YouTube or TikTok?
#12 Have a Strategy
This may seem like a lot, and we know it can feel daunting, but if you want your business to grow in a way that feels valuable and organic to your customers, you need to implement a long-term strategy that incorporates these subtle and very important elements.
These may be “trends for 2022” but we can help you get started on them today. If you’re not sure where to start, contact us or schedule a discovery call. We’d be happy to meet with you and start putting a plan together.
For additional insight on these topics, check out this video from Follow The Eyes: https://www.bigmarker.com/follow-the-eyes/2022-Marketing-Guide-6-Trends-to-Watch
