Digital marketing is always evolving. And knowing which digital marketing strategies are going to be the most effective for your business can be tricky.
In this digital guide, we’re going to outline the top digital marketing strategies and tactics you should be using in 2022 to see results and get the most out of your digital marketing budget.
Video Content (Especially On Social Media!)
Video content has taken the world by storm. And it’s only going to get bigger in 2022. Video content has become particularly popular on social media.
The video social media platform TikTok has blown up in the last 2 years – it was the most downloaded app in 2021 and now has more than one billion global users.
The app, once predominantly used by children and teens, is becoming far more popular with other age demographics. Last year, 36% of TikTok users were aged between 35-54 years old. This number was a 10% increase on the previous year and is expected to continue going up.
If your target audience is using TikTok, then your business should be using the platform. This Hootsuite Guide shares some excellent tips on using TikTok for business.
Video content has also become increasingly popular on other platforms, including Facebook and Instagram. It is now considered to be one of the main types of consumable content accessible to smartphone users.
According to DataBox, 72% of customers would rather learn about a product or service by watching a video and 84% of people say they have bought something after watching a brand video. If you haven’t already, you should be incorporating video content into your social media strategy in 2022.
Aside from social media, fresh video content should also be added to your website, business YouTube channel and email newsletters. Video content is very “shareable”, so creating engaging and informative video clips can increase links to your website, drive traffic and boost conversions.
Year on year, the number of businesses using video content in their digital marketing strategies is rising. In 2021, more than 92% of marketers agreed that video had an important role in their digital marketing strategies.
However, in the digital marketing world, podcasts are still considered to be a relatively new marketing tool. Podcasts can be used to:
- discuss new products and services
- answer questions or solve an issue your target audience may be having
- discuss the latest trends in your industry
- share tips and advice to help your customers
- discuss recent posts on your blog
- promote your social media channels
- build your mailing list
If you want to launch a successful podcast, we recommend carrying out audience research to gain an understanding of which topics your target customers are interested in. This BuzzSprout article shares excellent tips for kickstarting your podcast.
You don’t even have to have your own podcast! You could instead opt to sponsor a podcast or run an advertisement within someone else’s podcast.
Podcasts are engaging and users don’t seem to be put off by ad breaks. In fact, 71% of podcast listeners have visited a sponsor’s site after hearing about it on the podcast.
First-Party Data Marketing
First-party data is information that a business collects directly from its target audience and consumers. This type of data is owned by the business and can be used to tailor digital marketing strategies to meet the needs of the target customers.
Second-party data is collected via a trusted and reliable partner that the business has a relationship with. For example, a grocery store may share its first-party data (collected from a loyalty scheme) with a credit card company.
Third-party data is collected from one or more sources from across the web. Sometimes, a data aggregator is used to collect third-party data. Data aggregators obtain data from a variety of companies and compile it before selling it to a wide number of businesses.
Although first-party data is the most valuable type of data, third-party data tends to be the easiest for businesses to obtain. And many businesses have used third-party data to tailor their digital marketing strategies and find out more about their target audience.
So, why is first-party data important for 2022?
Well, for years, data has been collected and tracked online via third-party cookies. But Google is rapidly phasing out third-party cookies, meaning third-party data isn’t going to be as accessible as it once was.
This means that if you haven’t already, you really should start incorporating data-collecting techniques into your digital marketing strategies. Your website, app and social media platforms are excellent tools that can be used to collect first-party data via website tracking tools, surveys and even hosting polls.
Once you have the fresh data (that belongs to you and nobody else, including your competitors!), you can use it within your digital marketing tactics. For example, you can personalise social media ads to a specific target audience.
Long-Form Content (Content Marketing)
Long-form content is a lengthy article or blog post that provides in-depth information on a topic. Renowned digital marketing expert Neil Patel suggests that anything over 3,000 words can be considered ‘long-form’.
There are several reasons why long-form content should be incorporated into your 2022 digital marketing strategy. Data suggests that longer posts (2,000+ words) are favoured by search engines, including Google, and can help your website rank higher on the SERPs.
In addition, they provide your audience with immense value and can increase time spent on page whilst reducing bounce rate. (A reader is less likely to go back to Google looking for another source if they have already found the answers they need on your website!).
Long-form content is also considered to be more “shareable”, meaning it can increase the number of backlinks to your website and boost awareness of your brand on social media. In 2019, a review of 912 million blog posts found that long-form content gets 77% more backlinks than shorter content.
Find out more about the types of content your website should be publishing in 2022 in this AdLens Digital Guide.
Need Help Implementing Amazing Digital Marketing Strategies?
If you need help implementing digital marketing strategies in 2022, get in touch with AdLens Digital. We are a digital marketing agency offering a wide range of digital marketing services, including website design, SEO, social media marketing, email marketing and so much more.