Top 12 Dos, Don’ts and Stop Its -- Digital Marketing Strategy 2022

Posted by Kelly Braun on October 26, 2021 at 11:30 AM     Strategy
Top 12 Dos, Don’ts and Stop Its -- Digital Marketing Strategy 2022

Editor’s Note: This post was originally published in 2020 and has been revamped and updated to provide the latest trends and dos and don'ts in digital marketing.

When it comes to marketing, one thing is for sure -- change. The marketing landscape is always evolving due to technology advancements, changes in consumer behaviors and buying preferences, and the newest trends in marketing strategies.

Top Marketing Strategies and Trends for 2022

Therefore, we’ve compiled our annual list of the top 12 Dos, Don’ts and Stop Its in Digital Marketing Strategy for 2022. Collected from customer feedback, top industry resources and our expertise in coaching clients, here are our team's top tips for 2022:

Top 12 Dos, Don’ts and Stop Its in Digital Marketing for 2022

12. Stop Fueling Digital Fatigue

Grant Covault“Digital fatigue is real. What worked the last two years may not work in 2022. Marketers need to evaluate their marketing strategies to create targeted, highly personalized campaigns that engage the right consumers, at the right time.”              - Grant, Director of Business Development 

Due to the pandemic, consumers have spent more time glued to screens than ever before. They have been bombarded with digital content, ads, online events, live streams, etc., which means they have naturally learned how to “tune out” what doesn’t stand out. 

Therefore, personalization is key. Segment your audience. Create interactive content. Use conversational marketing to engage in real-time conversations via online chats and messaging apps. Develop out-of-the-box campaigns that stand out, engage and win customers.

11. Don’t Forget About Your Current Customers

Mary Tangeman“As the world recovers from the many ‘unknowns’ experienced in the last few years, customers have a desire to feel secure and are buying more from brands they trust. Take time to look at how you can surprise and delight your current customers.”           - Mary, Director Of Client Services

Since it’s more expensive to get new leads than it is to upsell existing customers, one of the quickest ways to grow revenue in 2022 is to focus on your existing customers with retention marketing. In fact, Forrester predicts spending on loyalty and retention marketing will increase by 30% by the end of 2021 and only continue to grow. 

Offer loyalty programs that reward members for spending. Engage your top customers in product feedback. Offer incentives for referrals and sharing on social media. Create exclusive online events for your biggest fans. Send text message appointment reminders and emails with product tips and personalized thank yous.

10. Do Account-Based Marketing (ABM)

Kelly Braun“An outcome of the world going digital is a growing demand for personal experiences. This is where ABM thrives. ABM is all about taking a personalized approach that builds and nurtures individual relationships.”  - Kelly, Senior Content Strategist

As mass marketing becomes less effective, account-based marketing (ABM) continues to grow. It’s one of the most in-demand and successful forms of marketing today.

Strategize your approach with sales as ABM must be a collaborative effort between marketing and sales. Build a solid list of key target accounts. Individually tailor campaigns and messaging to nurture these relationships. Send creative gifts that start the conversation. When done right, the ROI is high on ABM.

9. Stop Working in Silos

Alex Wilker“Embrace RevOps over the old approach of siloed operations. Companies who do will have a clear advantage over the competition.”  - Alex, Strategist & Coach

Revenue Operations, or RevOps, is the alignment of sales, marketing and customer service across the buyer’s journey to keep all teams accountable for revenue growth. It breaks down the silos between departments to build better customer experiences and create efficiencies by sharing tools, data and ideas. Companies that embrace RevOps are in the perfect position to exceed customer expectations.

8. Don’t Neglect LinkedIn

Jessica Lammers“Many people still underestimate the power of social selling on LinkedIn and the quality of leads you’re able to generate. Decision-makers are on LinkedIn! If your company and your sales team are not on this channel, you’re definitely missing out.”   - Jessica, Creative Content Strategist

LinkedIn is one of the fastest-growing digital platforms with over 750 million professionals engaging in 2021. One of the greatest benefits of the channel is being able to target companies by location, job title and more. It’s now a platform where sales teams are selling, and marketing is leading Account-Based Marketing campaigns to drive revenue growth. If your sales team is not using LinkedIn regularly, now is the time to get LinkedIn profiles optimized and train sales on how to engage in social selling.

7. Do Up Your Game in Virtual Experiences

Jessica O'Brien“To stay competitive, it is imperative salespeople become experts in virtual selling. Those willing to master the art through research, personalized video, email and LinkedIn messages will ultimately be the ones who succeed." - Jessica, Content Strategist

Many sales teams had no choice but to embrace online virtual selling when the pandemic hit. As the world moves forward, now is the time to sharpen and perfect your virtual sales process. Get equipped with the sales process maps, strategies, skill sets and video tools your team needs to build strong relationships, increase productivity, shorten the sales cycle and drive revenue in a new virtual world. 

6.  Stop “Getting By” with an Outdated Website

Tyler Louth“Everyone goes online for nearly everything nowadays. If your company’s website is outdated or not user-friendly, you are limiting your potential and putting your business at risk.” - Tyler, Director of Operations

Your website should not be the same as it was at the start of 2020. Online experiences and expectations have changed. Consumers demand ease online or they’ll leave. They expect personalized experiences along with the ability to purchase online. 

Websites nowadays include features such as online event scheduling, built-in video conferencing, interactive calculators and more. Update your website to add features that help you interact with customers online. If you have not yet done so, start with a website consultation and audit to map out gaps and optimizations to stay ahead of the competition in 2022.

5. Don’t Disregard the Death of Third-Party Cookies

Mark Blackford“The use of data in marketing will change as third-party cookies are phased out and more consumer privacy laws go into effect. Companies need to find a trusted source to stay on top of these changes.” - Mark, Director of Marketing Analytics

Third-party cookies have been the standard targeting method for as long as digital advertising existed. As the industry moves away from cookies, new solutions, tools and technologies will be developed with a privacy-first approach. How these alternatives will function are still unknown. What we do know is that the most effective marketing is fueled by accurate and timely consumer data. Stay on top of the changes to keep a targeted approach to marketing.

4. Do Send Direct Mail!

Jenna Rosengarten“People are spending more time at home, and direct mail - done well - is a great way to tap in with a physical touchpoint.” - Jenna, Marketing Specialist

Today’s direct mail campaigns are highly targeted, stand out in imagery and messaging, and are part of an omnichannel marketing strategy. Direct mail is a great way to get something tangible in the hands of your target audience. From a direct mail piece, data shows consumers will visit a brand website and follow a brand on social media. Therefore, create a seamless customer experience across all channels.

3. Stop Recruiting the Same Old Way

Kurt Rammel“Recruiting today is not about the individual jobs, but more about your company's culture and people.” - Kurt, Project Manager

With record numbers of people making career shifts, competition for talent is fierce. Therefore, shift the way you think about recruitment. The thing people care about the most is how companies treat their employees. Invest in a recruitment marketing strategy that shows your authentic company personality and culture. 

Post employee events and successes on social media. Encourage employees to share their stories via video testimonials. Use digital tools to communicate and build relationships with prospective candidates to keep a full pipeline.

2. Don't Underestimate the Power of Micro-Influencers on Social Media

Angie Klosterman“People will always trust their own peers before they trust a marketing message.”      - Angie, Marketing Specialist

Influencers are those people on social media who have large followings and are often incentivized to promote a specific product or service. Micro-influencers have smaller followings and often serve a more niche audience. They have relationships with their audiences, who in turn trust them. 

As social media usage continues to increase, partner with micro-influencers and your best brand advocates who have access to a small subset of a targeted demographic already interested in the products or services you offer.

1. Do Implement a Plan for Stability

Patty Cisco“In today’s world of constant change, have a partner you trust who can provide expertise and stability in your marketing strategies.” - Patty, MBA, CEO 

One of the biggest benefits of partnering with a marketing agency today is the stability they can bring to your program. With the constant change in the world and high turnover in the labor market, a trusted agency partner keeps your program on track to achieving your revenue goals.

Not only that, an agency brings a fresh perspective to your marketing strategy and you gain an entire team with specialized skill sets across many areas of digital and traditional marketing. Partner with a marketing agency that provides you a solid foundation, expertise and the guidance you need to exceed your goals in 2022.

Ready to propel ahead in 2022? Looking for a partner to guide your team to success? Request a complimentary coaching session with Marketing Essentials today.