You’re producing valuable content that offers insights and how-to’s to your audiences, but just as important is your distribution plan. How will you connect with potential customers?
Marketing is never done in a vacuum. Knowing what other companies are doing to grow their brand awareness, engagement and sales can help you spot important trends and find out where it might make sense to do your own thing. Here are a few thoughts about which channels companies are favoring in 2022:
Both B2C and B2B Marketers Will Continue to Prioritize Social Media
Almost 45% of both B2B and B2C companies say that they will continue to invest in social media. The specific platform is where you see some difference in how marketing happens. B2B marketers largely prefer LinkedIn, because it’s become a centralized place for sharing business ideas. But B2C marketers favor Facebook and Instagram to connect with customers. With 4.41 billion people expected to use social media by 2025, it makes sense to distribute content on social media.
Email is Still a Preferred Channel
B2B marketers love to share newsletters, while B2C find it to be a great way to publicize promotions and personalize messaging. Over 35% of B2B and B2C marketers will utilize email to connect with audiences (38.3% for B2B and 35% for B2C).
The trend towards prioritizing social media and email as preferred channels highlights the important role that company websites play in the buyer journey. Consumers as well as corporate buyers are accustomed to doing extensive online research before contacting a representative about a purchase. High-quality content distributed to the right channels leads potential customers to your company website to learn more.
The Importance of Omni-Channel Approaches
Another widely recognized trend is that marketers aren’t relying on any particular channel to be their ace in the hole. They know that a multi-layered approach is more likely to help companies connect with their audiences. More than 90% of marketers will utilize at least two channels, while more than 80% will use at least three.
Specific Techniques to Consider
From formats to strategies, there are a few areas where you should be focusing your efforts in 2022.
- Video continues to be a big trend, with 69% of consumers saying they like to learn about a brand through video before purchasing.
- Influencer marketing is also something to consider, with 71% of marketers saying that this format drives better traffic than other types of ads.
- Be findable. Use search engine optimization (SEO) to make sure that when members of your audience search for you, your website link is near the top of the ranking.
Keep All the Plates Spinning
If all of this sounds like a lot to manage, it’s a good indication that you could benefit from an automated marketing solution like the one we offer at DirectMail.io. Contact us to learn more about our all-in-one platform.