2022 marketing resolutions for capturing new business in a digital-first world

It has been a tumultuous couple of years, to say the least. Yet companies throughout industries proceed to innovate, determine inventive options and discover new income streams. Many of the previous methods of doing business now not apply, and employers and workers alike have discovered to be indefinitely adaptable. 
The waves aren’t ceasing in 2022. The nation continues to wrestle with a pandemic, and provide chain points are impacting Americans’ every day lives. Throw in problems from the Great Resignation and inflation, and companies of all kinds and sizes are coming into into the new 12 months with some uncertainty and maybe a bit on edge. Both challenges and alternatives await, and the nimble, revolutionary firms will as soon as once more rise to the highest.

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To compete on any degree, companies must reexamine their marketing methods and guarantee they’re outfitted with the suitable instruments and techniques to flourish in this local weather. Heading into the new 12 months, contemplate these resolutions to place your business for progress.
Andrea Aker is CEO of Aker Ink PR & Marketing.
Take a Fresh Look at Your Target Audiences
It’s a new world. That means your tried-and-true strategy that labored for many years might now not match the invoice. The desires and desires of your target market have seemingly advanced, in addition to the way in which in which they eat info. In this on-demand-everything surroundings, it’s essential to reevaluate how your prospects and prospects work together with the world round them. Have behaviors or habits modified? Are they spending extra or completely different time on-line? Have new buyer segments emerged? Create new personas which might be related as we speak.
Invest in Your Website
The significance of a practical, user-friendly web site that’s designed to inform a story, direct guests and seize leads can’t be underscored sufficient. More than a 24/7 storefront, a web site as we speak instantly impacts income, repute and progress. It’s time to finish the “I’ll get to that sooner or later” mentality and make 2022 the 12 months for a new marketing and gross sales basis.
Some key concerns with a new web site:
Security: This is non-negotiable, particularly in case you conduct monetary transactions in your web site or accumulate buyer info, equivalent to names, e mail addresses, mailing addresses and different knowledge factors that folks typically need to maintain personal. Ensure the backend is frequently up to date, create safe passwords and processes, use SSL encryption and select a safe internet host.    
Speed: Google likes web sites that obtain rapidly. If your web site is slowed down with unoptimized photographs or bloated code, not solely will guests be turned off, however search engine rankings may also finally endure.
Search Engine Optimization (search engine optimization): If you need new prospects to seek out you on-line, you want a web site that’s optimized for serps, in addition to an ongoing “on web page” and “off web page” search engine optimization technique. 
Content: Fresh content material, typically by way of a running a blog technique or touchdown pages, is essential for search engine optimization, bettering the person expertise and augmenting customer support.   
Commit to Building a Healthy Email Database
If your e mail lists are in disarray or housed inside the particular person handle books of the gross sales group, compiling and segmenting lists can appear daunting. It will take a while, effort and probably a cultural shift, however the effort is nicely value it. According to Litmus’ 2021 State of Email Report, greater than 90% of survey respondents stated e mail marketing is not less than considerably important to the general success of their firm, and 41% stated it’s very important — up almost 30% since earlier than the pandemic in 2019.
In a society the place almost everybody has a cellular machine inside a three-foot radius always, this is sensible. Email is a essential communication channel for each B2C and B2B firms in a digital-first world, and companies are leaving cash, leads and consciousness on the desk in the event that they tolerate haphazard lists. In 2022, decide to investing in an e mail marketing service supplier — and coaching gross sales and marketing groups on find out how to use the service cohesively.
Tell Stories Through Video to Engage Audiences on Social Media Channels
Companies actually have mere seconds to seize consideration on social media feeds. A photograph is nice, however a video is healthier, particularly in the case of storytelling. People usually tend to interact with a model in the event that they resonate with a message or achieve insights or schooling. Indeed, the Wyzwol 2021 State of Video Marketing discovered 96% of individuals have watched an explainer video to be taught extra about a product or providers, and 84% stated they’ve been satisfied to purchase a services or products by watching a model’s video. Whether produced professionally or in home, video provides connection and understanding rapidly. Experiment with find out how to’s, profiles, testimonials, product demos, behind-the-scenes excursions, case research, Q&As and extra.
Optimize Digital Lead Capture at Trade Shows and Events
Events are coming again, and a fishbowl gained’t suffice. In B2B sectors significantly, in-person connections might be important for constructing long-term, fruitful relationships. Opportunities for connections abound in 2022, and companies want to make sure leads are digitally nurtured post-event. In lieu of paper gross sales kits that finally find yourself in a recycling bin, direct attendees to event-specific touchdown pages by way of QR codes. Offer an incentive for e mail signups and conduct a post-event “drip” marketing campaign to maneuver folks alongside the gross sales cycle. A drip marketing campaign entails a collection of timed emails that information a focused record of recipients by way of a course of or unveil invaluable info, finally main them to take a particular motion. This system augments the relationship-building course of and helps guarantee these in-person ties stay prime of thoughts in the longer term.
Although many uncertainties stay heading into 2022, one factor is for certain: companies must adapt to a digital-first world and reexamine their goal audiences’ wants and needs in this sink-or-swim local weather. Efforts connecting web sites, e mail campaigns and social media are poised for success.
Andrea Aker is CEO of Aker Ink PR & Marketing, a full-service company serving to firms enhance model consciousness, improve thought management and generate leads. More at www.akerink.com.


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About the Author: Amanda