The pandemic drove businesses online in ways that many were not ready for. As John Hall stated in a recent article, “Brick-and-mortar shops on Main Street America needed to offer more than their Facebook business page. If they didn’t, their shops would fail — and many of them did.” Companies that did everything in the office for years were suddenly forced to move to online meeting platforms. Those who made the transition well have been able to grow. More changes are still coming, with Google implementing the removal of third-party cookies from Chrome later this year.
With these changes in mind, here are some strategies our agency is implementing to help our clients jump-start 2022 and prepare for 2023.
Build an email marketing strategy.
According to research, the return on email marketing can be as high as $44 for every dollar spent, so it’s important not to ignore it. That kind of return takes effort. Build a strong email marketing strategy by:
Building your email lists with purpose. Collect information that will help you target your marketing efforts: age, location, interests, etc.
Utilizing multiple email types. Make sure each person on your mailing list gets a welcome email, an auto-response when they make a purchase and a monthly newsletter related to their interests.
Playing to the email type’s strengths and weaknesses. Include clear upfront calls to action in welcome emails. Boost open rates in newsletters with strong subject lines and targeted interests.
Using the information you collect to your advantage. For example, you could create trigger emails that go out a few days ahead of the recipient’s birthday with a discount code, special offer or gift.
Optimize your social media accounts.
Keep a strong social media presence by:
Researching your audience.
Simplifying your metrics to easily track engagement and conversions.
Removing and republishing underperforming posts until you meet your goals.
Sharing posts from weaker social media platforms to stronger ones.
Use interactive content.
No matter the platform, the more people engage with a piece of content, the more likely that content is to show up for other people. Build instant engagement and gain new followers with the live features on Facebook, Instagram and other social media platforms. Tutorials and question/answer sessions are both popular live video formats that can help you promote your brand and engage with your followers.
Create more video content.
Make videos to promote your services and brand. Short videos (60 seconds or less) have become extremely popular across all platforms thanks to the rise of TikTok. To maximize your video content:
Make videos short and to the point.
Use quick cuts to keep videos clean.
Be natural and authentic.
Use good lighting and sound.
Invite people to engage and respond to you.
Whatever platform you post the video on (TikTok, Facebook, Instagram or YouTube), be sure to share it to your other social platforms as well.
Optimize for voice search.
Optimizing for voice search is simple. Think about the way you use your phone. When I ask my phone something aloud, I don’t say: “Hey Google, oil change, Philly.” I say: “Hey Google, what movies are playing this Friday?” or “Who played Little John in that Kevin Costner Robin Hood movie?” Apply this logic by:
Updating your keywords for your website and social media to add conversational keywords that answer full questions.
Making sure all your platforms include your business location so people wanting to find your services near them find you.
Making alt text conversational and, where appropriate, including location in your alt text and captions.
Creating pages and posts that answer the questions: Who, What, When, Where and Why?
Take advantage of AI.
Use AI to your advantage on your website, in advertising and on social media. Take advantage of search engine and social media AI by:
Revamping your SEO by researching and updating keywords.
Updating old content to make it relevant again.
Removing and reposting underperforming social media posts to gain new audience eyes.
Utilizing the AI in PPC ad tools to help you focus your audience and advertising goals to maximize each dollar spent.
Installing chatbots on your website to greet visitors, help them locate content and answer their questions.
Create a 2022 editorial calendar.
Your editorial calendar is one part task organizer, one part event calendar and one part accountability partner. When we build our editorial calendar, we look at:
What the project is and when it's due.
Who is participating in the project and what their role is.
What the milestones are for each step in the project.
The calendar helps us to see what projects are coming up, where we are in the current project, what areas are falling behind and who needs extra assistance.
Look for promotional opportunities in NFTs and cryptocurrency.
Having been involved with crypto since 2013, I can honestly say that NFTs and cryptocurrency are not as confusing as people make them out to be. Owning them is much like owning stock. It’s ownership that confers a certain amount of investment and risk but no direct control over what it represents. (That’s an overly simplified explanation.)
When you strip away the speculation and controversies around NFTs and cryptocurrency, some interesting uses come into view, such as:
Creating an NFT of your first viral social media post, then holding a drawing where the winner receives that NFT (building your email marketing list at the same time).
Creating NFTs of your original logos and proprietary imagery when you update/change them.
Creating a cryptocurrency named after your business that people can collect, trade, sell, or use for certain services.
2022 is a year of possibilities. It’s the perfect time to look at the digital marketing strategies we have used, what is out there and available and what technologies are still developing that we can jump into while they’re new. It’s time to take that leap. If you would like to discuss any of these strategies, please contact me!