When it comes to digital marketing, well-planned is well-executed. Marketers who actively plan their marketing programs get 356% more returns than those who don’t, according to CoSchedule’s survey of 3,217 B2B and B2C marketers.
If you get into a rut with your marketing campaigns, you’re bound to lose customers. Customers today are discerning and don’t mind shifting their loyalty to brands that fulfil their expectations.
In this article, we have identified the top 5 digital marketing tactics that are working for businesses in 2022:
1. Treat your first-party data like gold: Advertisers and marketers are on their toes as growing consumer privacy concerns force traditional third-party data collection into the dustbin of history. Safari and Firefox have already banned website cookies. Google will scrap them on Chrome (which represents nearly 70% of the market share) in 2023. Brands need to adopt new strategies for connecting with customers. That means capitalizing on the “gold” sitting right under their noses. I’m talking about first-party data. Customer data from sources like completed on-site purchases, surveys, customer feedback, and your CRM is valuable for two big reasons. First, because you own it. Second, it gives you the blueprint for your ideal customer.
You can use first-party data to glean key insights about your customers, tailor content to their preferences, predict their behavior, and more. Squeeze every drop of value from this pot of gold and handle it as if your success depends on it — because it just might.
2. Command attention with TikTok and Reels: It’s not news that video has been driving engagement for years. But short-form and bite-sized video content now dominate the social media landscape. Tiktok, Instagram Reels and even YouTube Shorts are prime placement for fresh brand content. While younger audiences have traditionally been the prime target, data shows older demographics are quickly catching up. Choose the platform that’s most likely to reach your customers. TikTok attracts a younger audience (nearly half of the platform’s users are under age 30). Instagram has a more diverse audience, with nearly half of all users falling between the ages of 25 and 44. It should be mentioned that YouTube is muscling its way into this segment with the introduction of YouTube Shorts in 2021, but user metrics specifically surrounding YouTube Shorts are still trickling in. Consider which platform is more likely to resonate with your target audience and get creating!
3. Optimize Your Website for Mobile: Mobile is on the rise. In 2019, smartphones accounted for 53% of global website traffic. This means that your business or more specifically, your website needs to be prepared for that surge. According to research by Google, 49% of people said they would not buy from a brand again if they had a poor mobile experience. What does this show? Well, if your website is hard to use on mobile, you can kiss goodbye to most of your returning customers.
In order to satisfy your mobile audience (as well as increase your conversion rates), you’ll need to make your website mobile-friendly. A mobile-responsive website will reformat its content in order to display neatly on mobile devices, meaning your visitors can spend less time squinting or sighing, and more time clicking and buying. When working with your web designer, you’ll need to ensure they create mobile responsive web pages. Using a website builder? There’s no need to worry when choosing a template, because all the best website builders use mobile responsive themes.
4. Research Your Competitors: Knowing what you’re up against will help you differentiate your business online. This is important because being different means you’ll stand out online, which ultimately means your website will get more clicks than your rivals’. Let’s say you sell baseball cards. A quick Google search for your related services will reveal your competition, and the digital marketing tactics they’re using. You’ll be able to see which baseball card-related phrasing, imagery, and blog content your competitors are using, as well as other factors like the services, reputation, and reviews they have online.
5. Use Remarketing: Ever browsed online, then saw that product advertised on Facebook? This is no spooky coincidence – it’s remarketing. Using tags known as ‘cookies’, this digital marketing tactic enables you to track your past website visitors wherever they go across the internet. Retargeting works. In fact, website visitors who are retargeted are 43% more likely to make the purchase. It’s also really simple to get started, and you have two options. You can set up your Google Ads account (formerly AdWords) to display, or ‘retarget’, your products on numerous other websites to entice the user. You can also use Facebook’s ‘Custom Audience’ feature to have your products retargeted on your past website visitors’ Facebook. If you run a Facebook Business account, then this is one of the best ways to make money through social media.