Happy New Year! Now that it’s January, it’s time to start making your New Year’s resolutions, making pledges to improve your health, your life, and your friendships. Your digital marketing strategy deserves some love too—but which marketing resolutions should you commit to? Our team here at Fruition has a few ideas about how to freshen up your company’s marketing strategy in 2022, from looking at how you utilize your social media to optimizing your site for SEO and more.
Start with an SEO Deep Dive: Local SEO: How to Prepare for 2022
Here are Fruition’s New Year’s resolutions your marketing strategy should include in 2022.
Last year, customer reviews had a banner year. In 2021, the local ranking factors report named customer reviews as the second-biggest factor when it came to driving conversions. This year, that trend continues to hold true—the top 2021 local ranking factors report placed reviews in the same slot, meaning that customer reviews will keep determining how many conversions your business will earn in 2022.
There are plenty of good ways to commit to leveraging your company’s reviews this year. You can work on getting new reviews, prompting your customers to leave positive sentiments and mention relevant keywords if possible. You can address your negative reviewers, and use customer service best practices to work on turning negative reviews into positive ones. Most importantly, though, you should resolve to stay aware of your reviews and keep on top of your search engine profiles, like your Google My Business information and the like. Ultimately, the better and more keyword-relevant your reviews are, the higher your business will rank in searches, and we can’t think of a better way to start 2022.
As for social media, your main marketing goal for 2022 should be to stay adaptable. While this may seem obvious, given that the social media landscape is always changing—sometimes several times in one month, let alone a full year—agility remains the most important factor in a successful social media strategy. A few other great strategies to commit to are:
These are some good starting points for your social media goals for 2022. Staying authentic and working to engage with your followers across all social media platforms is always a great idea, as well.
When it comes to email marketing resolutions, you’re going to want to focus on shifting your metrics from open rates to clicks and click-through rates. Measuring these data in 2022 is going to help better inform your email performance and inform optimization strategies. This is especially important given the recent Apple iOS15 privacy settings update. Long story short, the changes that Apple made impacted what information can be tracked for mobile Apple users. As a result, mobile Apple users’ emails are being marked as “opened” even if the user never opens them. Needless to say, this change affects the usability of metrics like open rate. Prior to the update, open rates were a reliable indicator of whether your audience is engaging with your emails. This update makes open rate email metrics a less accurate measure of engagement and requires email marketers to shift their focus to other more reliable metrics such as clicks and click-through rates. All of this means that re-dedicating your data tracking to click rates and click through rates is going to be a much more reliable metric to use for marketing in 2022.
When considering your company’s paid campaigns, you should strive to be aware of increased user privacy and how that affects how audiences see your campaigns. In 2021, the calls for higher privacy and data control have made it increasingly difficult for advertisers to rely on third-party data. Although 3rd-party cookies will not likely be phased out entirely anytime soon, marketers should begin to search for alternatives to 3rd party cookies to reach their audience effectively. Because of these restrictions, your 2022 marketing strategy should strive to collect and use first-party and owned data, which can be more easily used than third-party data. Some good ways to optimize your paid strategies are to:
Now more than ever, your blog content, website copy, and brand messaging across the board should strive to sound human and authentic for 2022. Audiences are less likely to engage with a brand that has a distinct personality than a brand that sounds generic, too robotic, or is otherwise too bland to be compelling. Committing to assessing your existing content and messaging for voice and tone is a great way to set a goal for bettering your brand for marketing in 2022.
These are just our New Year’s resolutions for marketing strategy here at Fruition. Above all, in 2022, remember that your marketing strategy should stay flexible, prepared, and focused on using the most cutting edge technology available to you in each channel. If you or your brand need a custom, full-service marketing strategy built out for you, give us a call, or set up a consultation today.
As a Content Marketing Specialist with Fruition, Kelli’s main task is to help clients brand voice shine in strategic, results-driven, optimized content that feels real and authentic across all kinds of channels. Kelli brings project management skills honed from her years working at The New Yorker, research and concept generation chops from her copywriting work with Frederator Networks, and communication skills sharpened at Business Insider. She has experience writing in a broad range of industries, from healthcare to entertainment, from government IT solutions to B2B companies of all stripes and sizes, and more.
President & Founder, Tru Family Dental
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