Every digital touchpoint presents a digital opportunity for a business like yours. To stay competitive in this fast evolving landscape, your business needs to be open-minded about up-and-coming digital opportunities.
Listed below are five digital marketing tips for you to consider in 2022 and beyond. Challenge yourself to try something new this year and you’ll see that it will make a difference to your brand’s success.
1. Create ‘consumer-first’ integrated user experiences
User experience (UX) is, arguably, one of the key factors which will differentiate you from your competitors in 2022 and beyond. ‘Consumer-first’ means you really understand your customer, what their preferences are and you put your customer at the forefront of the digital UX that you create. Such a UX does not evolve only around your website, because it spans across all of your digital marketing channels along with everything else your brand is doing offline. Creating consumer-first integrated digital UX will ensure a smooth consumer-brand interaction and a shortened purchase journey.
2. Invest in social proof
Your customers will often defer to other customers’ user-generated content (UGC) during their purchase decision making. Such content is perceived to be more authentic and trustworthy. However, your business can leverage UGC as social proof to instil credibility in your brand and to validate how good your brand is. Ensure you profile your existing, happy customers on your digital channels. By doing so, you will be creating a digital tribe of online brand advocates (OBAs) for your business. OBAs will spread positivity about your business and recommend it to others. They will also assist prospective customers with any brand-related enquiries and will defend your brand in a time of need.
3. You have to give to receive – it’s a two-way street
Digital media, specifically social media, is based on the principles of networking and sharing. Being present on digital means being actively engaged with your network. If you are just pushing content out, it is like you are ignoring everyone else and speaking to yourself in a ‘room’ full of potential contacts and leads; it will not get you engagement or conversions. The more you engage with your followers (commenting, reacting, sharing your followers’ content, such as the comments they make on your business’ posts), the more your followers will engage with your content. Remember that your followers can be your existing clients, prospective customers, other stakeholders such as local community members, and your competitors.
4. Focus on leveraging First Party Data
Digital advertising is changing and will become increasingly challenging as a result of the new privacy updates. These changes include last year’s iOS update and Google’s shift to FLoCs in an effort to remove third party tracking with cookies. These restrictions have been reducing the data used to automatically optimize digital ads. There is now a renewed focus on First Party Data, such as data in your client relationship management (CRM) database. Your CRM database will give you access to contacts that have opted into receiving communications from your business. This will allow your business to personalise communication to existing and potential customers through targeted and personalised email campaigns, for example. Communicating with your customers directly in their inbox with personalised messages and offers, will ensure you cut through the digital 'white noise' that often clutters other channels.
5. Work with the right type of influencer
Businesses are increasingly investing in nano-influencers to achieve conversions and in mega influencers to achieve brand awareness. Nano-influencers have a much smaller following (usually under 10,000) but are more engaged with their online community and as a result are more influential at converting their followers to sales; they are also less expensive than mega influencers. Mega influencers whose following may be in the 100Ms, have a wider reach and consequently are best for brand awareness. It is imperative that you ascertain whether the influencer is the right 'fit' for your brand and, of course, whether investing in such a collaboration will contribute to the achievement of your digital marketing objectives.
Best of luck with your digital marketing efforts this year! Please share about what you have changed in your digital marketing strategies or what topics you would like to learn more about, by commenting below 😊