2022 is Here. Are You Ready?
Here are 4 digital marketing trends to be aware of this year.
We hope you enjoyed the holidays!
With many of us coming off an extended break it can be hard to get back into the swing of things. But as a small business owner, there’s likely no time to “ease back into it.”
If you want to improve on last year’s results and crush your 2022 goals you need to get started now.
Your first step is to take a look at the digital marketing landscape to see what’s changed from last year. The space is constantly evolving, so if you want to keep growing your business you need to stay up to date with the latest trends.
Part of our own success at Leadpages is due to always analyzing and adapting our marketing strategies. We like to reassess our approach at the start of each year to make sure we’re focused on the right areas.
Here are four digital marketing trends to consider for 2022.
Email is still king
You would think with the emergence of so many different marketing channels that an older technology like email would be irrelevant by now.
However, the exact opposite is true.
According to Litmus’ recent State of Email report, 91% of respondents said that email is critical to the success of their business.
This is no surprise, considering Hubspot reports that email marketing generates an ROI of 4,200%. That means for every $1 you invest in email marketing you can aim for a return of $42.
So, continuing to grow your email list through optimized landing pages, pop-ups, and alert bars should remain one of your top priorities.
Can we have some privacy, please?
The last few years have been a golden age for digital advertisers.
Cookies (text files with small pieces of data that track users between websites) have allowed marketers to serve highly targeted ads to potential customers.
But that began to change last year as internet users became more concerned with their privacy.
Apple’s iOS 14 update prevented Facebook from tracking its users’ activity. Safari and Firefox browsers already block third-party cookies, and Google Chrome is set to adopt this practice in 2023.
So, what does this mean for your marketing? Digital advertising is here to stay, but moving forward you might have fewer ways to target your ads.
This is another reason why building an email list is so important. And it’s also why it’s crucial to have a strong organic search strategy, in addition to your paid advertising.
This leads us to our next tip…
Search is changing—make sure you’re changing along with it
This year, there are two search trends you need to be aware of: voice search and zero-click searches.
Voice search has been around for a while, but as more people utilize Siri, Alexa, and Google Home it’s finally starting to catch on. In fact, according to Search Engine Journal, almost 40% of internet users perform a voice search at least once a month.
If you want to optimize for voice search here are a few tips:
- Focus on conversational keywords. If someone uses voice search to find you, how will they pose their question?
- Address and answer your customers’ most common questions in your content. Ideally, you’ll use the header to pose a question and then answer that question in the first paragraph.
- Include a FAQ page to further answer any questions your customers might be asking.
Once you optimize for voice search you need to consider zero-click searches. With the rise of Google’s featured snippets, many people now perform a search, get the answer they’re looking for at the top of the results page—also called “position zero”—and never click through to a site.
While it’s beneficial to rank for one of these snippets, it’s not great for clicks.
This doesn’t mean you shouldn’t try and rank for terms that can be answered with a snippet. However, you might want to put some more thought into which keywords you’re targeting. Try to choose more terms that require a detailed explanation to encourage users to click through to your site.
Have something to say? Film it
Over the last few years video has been growing in popularity amongst marketers. So much so that according to Hubspot it’s now the primary form of marketing media being produced, ahead of blogs and infographics.
The fact that YouTube is now the second most visited website on the internet is just further proof that people are hungry for video.
This isn’t to say you should completely disregard still images or the written word. However, supplementing this media with an accompanying video is a great idea.
For example, you could include a quick video with your blogs that sums up the content and provides some additional visuals. A short pitch video on your landing pages can also help increase conversions.
So, now that you’re up to date with the latest digital marketing trends, what are you waiting for? It’s time to start promoting your business.
Best of luck in 2022!
article by: Leadpages.com