Every year the digital marketing trends change and this coming year has some significant changes than recent years with the impact of the pandemic. To keep ahead of the competition by understanding B2B trends and integrating them into your marketing strategy can fetch you more leads, sales and conversions.
As a marketer or small business keeping up with and sorting out which of the latest trends will affect you can be time-consuming. There are many short term trends or fads, and then there are the tactics that will stay the longer term that can affect your digital marketing strategy.
In preparation for 2022, let’s look at one of the most important trends that started in 2021 and will be relevant for you in 2022.
Google’s Core Web Vitals
Google released its new three core web vitals ranking factors which is a game-changer. It puts the power of search engine optimisation into the hands of marketers and business owners. Not only does content play a major role in ranking, but these website vitals will directly impact your ranking.
It is now important to create content that aligns with what your customers are looking for on search engines. Core web vitals are here to stay, and Google continues to update these vitals.
Digital marketing trends to consider for 2022
In 2022, five trends will potentially shape your digital marketing strategy.
1. Video Content is Skyrocketing
When B2B buyers are researching a company, more than 70% watch product videos. Video marketing supports an important aspect of the B2B buyer journey. It can visually appeal to people and engage them. Videos are great for information and product demonstrations, teasers, customer testimonials, behind the scenes or recaps of events.
Video content is one of the best messaging tactics you can incorporate into your strategy. It enables you to show off your products and educate your clients interestingly and effectively.
2. Chatbots Are Talking
Chatbots, a form of artificial intelligence (AI), operates on the ‘if/then’ logic for chat sessions with your website visitors. Initially ranked low by many marketers, it has become a must-have on websites as people demand quick and simple answers to their questions.
Chatbots create an additional touchpoint for your audiences while freeing up time for your staff by answering common questions automatically.
When using chatbots on your website, it is important to have the right mix of auto-response and introduce live responses. Sometimes, website visitors need a human to intervene to answer more complex inquiries once their initial questions are answered.
Chatbots are also a branding tool, so it is important to ensure sure your auto-response captures the essence of your brand and voice. It is a good idea to examine chatbot conversations from time to time to learn the questions people ask and the type of responses they give to your chatbot. This will enable you to refine your chatbot to make it even more helpful, too.
3. Mobile-First Marketing Is Rising
The days of relying on websites and cold-calling for salespeople are well and truly over!
Connecting with customers today requires using multiple channels of interaction. Buyers are undertaking more research before engaging with your company. Therefore, you need to offer multichannel marketing strategies to assist them in learning more about your company and approaching you from different channels. Digital marketing focuses on quality original content for blogging, website content, social media. You should also consider a Whatsapp presence, hosting webinars/events and of course, video content!
Businesses who focus on just one channel will find their leads soon dry up as it limits buyers ways of finding you. You need an integrated approach to create a strong customer base by using as many marketing and communication channels as possible!
4. Multichannel Marketing For Connected Experience
The days of relying on websites and cold-calling for salespeople are well and truly over!
Connecting with customers today requires using multiple channels of interaction. Buyers are undertaking more research before engaging with your company. Therefore, you need to offer multichannel marketing strategies to assist them in learning more about your company and approaching you from different channels. Digital marketing focuses on quality original content for blogging, website content, social media. You should also consider a Whatsapp presence, hosting webinars/events and of course, video content!
Businesses who focus on just one channel will find their leads soon dry up as it limits buyers ways of finding you. You need an integrated approach to create a strong customer base by using as many marketing and communication channels as possible!
5. Optimise Your Website for Voice Searches
Voice searches with Siri or Alexa, or Cortana are being used every day in our lives to answer queries or perform simple actions like finding out the weather forecast, jotting down notes, texting or calling someone, or simply chatting.
The convenience of not having to type in words manually. Rather we can use our voice to ask questions of these artificial assistants, and they will provide the desired search results.
Optimising the website for voice searches is something many B2B marketers are doing nowadays, and lately has been one of the top B2B marketing trends.
Voice search is in high demand among today’s audiences which puts voice searches at the top of trends that will stay for the longer term
Conclusion:
Digital marketing strategies must include the longer-term trends to stay ahead of the competition and ensure that the sales team has a continuous flow of quality sales leads.
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