02 Dec The Biggest and Coolest Marketing Trends for 2022
Every year around this time, I write about marketing trends for the coming year. This year’s batch of marketing trends for 2022 are particularly cool.
As always, I’m not sharing trends that are already out there. Social listening on social media? The continued dominance of video? The critical importance of content marketing for B2B companies? None of that is new. (If it’s new to you, though, drop me a line – happy to explain in more detail!)
The four big marketing trends for 2022 that I’ve outlined below are new-new.
Blockchain will change social media marketing
Yes, blockchain, that technology most of us barely understand, is poised to change social media marketing. (Blockchain creates a decentralized database that no single person or entity can change without the consensus of the larger participating group. It’s very democratic.)
As this article in AdAge explains:
“We are already seeing new communities [that combine real-world and virtual experiences] emerging from blockchain…. Whether its gamers walking around Decentraland, sports fans and collectors playing the NFT horse racing game Zed Run, or hobbyist investors talking on Discord about the latest cryptocurrency, these communities are opportunities for brands to connect with people who may be interested in what they are selling or doing.”
What does this mean for you?
You can find and talk to your ideal clients face-to-face – but in a virtual environment rather than at a networking event. Remember that insipid video that Mark “The Robot” Zuckerberg made to introduce the Metaverse? Watch it again but think of those meetings as marketing opportunities. If you can wrap your head around it, the possibilities are pretty cool.
I have no idea what this will look like for my company or clients yet, but this is a trend I’m definitely watching.
AI for your small business website
If you’re a small business owner, integrated artificial intelligence (AI) with your website probably sounds like something too sophisticated and expensive. Well, AI is everywhere now, and it’s accessible to everyone.
One AI tool you might want to consider adding to your website is a chat bot, like LiveChat. As this report from Hubspot states:
“By expanding conversation opportunities to being available 24/7, your team won’t lose out on customers who are ready for information.”
And connecting with potential clients at the right time is a big part of marketing, isn’t it?
What does this mean for you?
Possibly more sales conversations and clients. I could see using a chat bot when someone is reading a blog post, browsing free resources or scrolling through your service or product pages.
Talk to your web developer to see what’s possible for your website.
The marketing flywheel is replacing the marketing funnel
If you do one thing new in 2022, embrace the marketing flywheel. It could fundamentally change your business and catapult it to new heights.
Here’s why: A marketing funnel focuses on connecting with new clients and closing on the sale. A marketing flywheel keeps the clients you already have coming back for more. As you likely know, it’s far cheaper to keep the clients you have than to constantly look for new ones.
How do you create a flywheel? Client marketing strategies. Write blog posts and create free resources specifically for your clients. Hold in-person events only for your clients. And always provide truly phenomenal customer service.
What does this mean for you?
A new focus on customer service. All client-facing staff must be trained in your approach to customer service to ensure a consistent, outstanding experience. So that means it’s time to create a customer service handbook.
Social responsibility as a differentiator
I recently wrote about brand authenticity and the role it plays in creating an enthusiastic client base that loves, trusts and is loyal to your brand.
Part of being an authentic brand is always doing the right thing. The COVID-19 pandemic has made it even more important for companies of all sizes to act in a socially responsible, community-minded way.
As I said in that blog post:
It’s so easy for a brand to say, “Black lives matter,” but it’s another thing to be an active member in the social and/or racial justice movement. You might not think anyone’s paying attention, but your clients are listening and watching what you’re doing.
Your audience wants to know they can count on you and your brand to do the right thing. A great example is Ben & Jerry’s. They have an entire page devoted to their Values. Here’s a snippet of their message:
“Guided by our Core Values, we seek in all we do, at every level of our business, to advance human rights and dignity, support social and economic justice for historically marginalized communities, and protect and restore the Earth’s natural systems. In other words: we use ice cream to change the world.”
What does this mean for you?
Take a look at your company values. How can you put words into action and support a local, national or global organization? How will you report back on your efforts?
What do you think of these marketing trends for 2022?
I’m excited to see where these go. It might take a while for blockchain to have a big impact on social media marketing, but the rest are immediately applicable for both small to midsize companies. Which trends are you ready to embrace?
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