Today, marketers face an entire landscape of disruption. From the pandemic to new business models, new technology applications and data regulatory changes, many wonder how their company will survive in 2022. Yet, when it comes to marketers, they’re resilient during changes — they aren’t exactly strangers to it. Additionally, you can’t go through a global pandemic without expectations for certain things to change.


That’s why marketing professionals are tuned to adapt, especially when consumers’ preferences constantly evolve. This past year, marketers had to roll with reduced budgets, a shift in digital marketing, and an abrupt suspension of in-person events.


However, as the economy starts to gain momentum, you might be wondering if your marketing business will survive this year. As long as your business adapts to the post-pandemic future, you’ll have no problem thriving.


Here’s what you should be doing in 2022.


1. Purpose Over Features

Businesses no longer exist to gain a profit. Leading brands surpass the competition by having a clearly defined purpose. In fact, one study found that 82% of consumers make purchases from brands that place an intention in their business. To put meaning into action, consider why you’re doing what you’re doing. For example, many startups exist because they have a grand idea and a problem to solve.


Dove is a great example that matches brand purpose with its core product. They’ve created wildly successful campaigns by surrounding its products with beauty and positive body images. Connecting with customers on a personal level is key. So if you can find a purpose that adds value to your clients’ lives, your business will be effortlessly successful.


2. Digital Transformation

Technology plays a key role in modifying business processes, improving customer experiences and meeting changing business needs. For example, automation software can make the payroll process more efficient and save time on repetitive tasks. Reimagining business in a digital way is digital transformation.


If your marketing business is embracing digital technology, it will surely thrive. Digital tools allow you better to understand the touchpoints of the customers’ journey. And rather than removing the human side from your interaction with customers, you can use technology to make interactions more personal.


Depending on what you offer, you may even be able to provide personalized products.


3. Utilizing a Customer-Centric Approach

The most successful marketers understand that their customers are at the center of every decision. To reach customers effectively, you must understand customer segments. Very few companies have one type of customer they address in their marketing. Ensure your business survives by creating customer personas and dividing them into segment groups. That way, your business can target each segment in a specific manner.


Furthermore, customer expectations are high these days. Clients expect a seamless experience from your business once they connect with you. To make these experiences possible, utilize data and technology. Both will help you create a personalized targeting experience when prospective clients interact with you.


4. Marketing Strategies Align With the Customer Journey

Marketing strategies are truly only effective when businesses understand the customers’ journey. This view means taking into account every interaction you have with customers. From the first information someone sees on your website to making a purchase and navigating the post-sales service — every part of the customer journey is crucial.


In fact, 77% of consumers believe poor customer experiences depreciate their quality of life. Therefore, customers who have one misstep in their journey will be less likely to become repeat customers.


5. Marketing Is at the Heart of Growth Strategy

As marketers, it’s easy to point out big data, content marketing, demand generation and engagement. Yet, another integral part of the business is how to facilitate growth. Marketing needs to be at the center of your growth strategy. Anytime you’re investing in a new campaign, you must ask yourself how this helps your company grow. That is how businesses survive because they’re forward-thinkers. And they ensure their marketing strategy supports business growth by:


  1. Thinking beyond the pipeline and tackling innovation, addressing customer experience and ensuring a tactical marketing strategy.
  2. Understanding which markets, products and customers to pursue and which to abort.
  3. Incorporating customer-focused approaches and creating compelling value propositions.

6. Omnichannel Services Reflect a Seamless Experience

How do customers interact with you? Perhaps you use email, social media messengers and chatbots on your website. If that’s so, customers will expect the same quality of service from all your points of contact. Providing a seamless omnichannel experience is key.


When you deliver an outstanding experience on all channels, you create an exceptional reputation for your business. The best way to handle an omnichannel experience is to understand your customers’ channel preferences. Are they actively online, and which platforms do they use most often? Answering these questions will help you learn which channels to engage with your customers.


Once you figure out their preferences, you’ll want to offer immediate and personalized solutions. These proactive strategies will improve customer satisfaction, streamline customer support, encourage brand loyalty and drive conversions.


7. B2B Offers B2C-Like Experiences

B2B businesses are adapting to the changing market by focusing on creating B2C-like interactive experiences. Marketing businesses are finally coming around to the idea that B2B buyers prefer emotional and personal interactions — rather than being treated like a faceless organization.


B2B and B2C slightly intertwine since the service involves building a customer-centric and seamless marketing channel experience.


Grow Your Business in 2022

To grow your marketing business in 2022, you must focus your efforts on creating an unforgettable experience for your clients. Follow these tips and keep adapting to offer a powerful product or service. That’s how you’ll ensure the survival of your business this year.



Eleanor is the founder and managing editor of Designerly Magazine. She’s also a web design consultant with a focus on customer experience and user interface. She lives in Philadelphia with her husband and dogs, Bear and Lucy. Connect with her about marketing, design and/or tea on LinkedIn or Twitter!


Explore Different Marketing Avenues


Technology has given businesses several different ways of reaching new potential customers that would not have been available otherwise. Exploring these different methods will help your business reach new groups of people. Pay-per-click advertising, or PPC, is the most commonly used digital marketing avenue. This is because PPC advertising is fairly straightforward and easy to execute if you have the money to do so.


With PPC a website or search engine will include an advertisement and a link back to your website. When someone follows that link back to the website, the website will be billed for that traffic. The cost of a single click depends on the level of competition for the campaign’s keywords. Common forms of PPC advertising are advertisements before online videos, the ads you see while surfing the web, and any link at the top of a search engine results page that has been labeled “Ad” by the search engine.


Another common form of digital marketing is email marketing. The primary advantage of email marketing is how direct it is. With email marketing, potential customers will receive direct advertisements through their email that they can access without ever having to follow a link or search for your business. The only caveat with email marketing is that it requires some personal information about the potential customer. The people receiving these marketing emails need to voluntarily give a business their email address before they can be marketed to.


Leverage Social Media’s Strength

Social media is another avenue for businesses to promote themselves, but it deserves its own section because of how strong it is in digital marketing. Every business should include social media in its marketing strategy. There are three key reasons for this: the number of people you could reach, the two-way communication that only social media allows, and the fact that it can be free to use.


The number of people a business can reach through social media is staggering. Facebook alone has over one billion active monthly users. If you consider advertising on a few different platforms then it is likely that your advertisements will reach at least a few million people. And social media shows no signs of slowing down. If anything these platforms will continue to grow their audiences, making it a smart investment for digital marketing.


Social media is also the only form of digital marketing that can truly facilitate two-way communication. A business can promote a new product or service and individual consumers can respond to that business publicly. This two-way communication can make it easy to build a personality around your business and engage with consumers more directly. It is also a powerful tool for understanding brand awareness and how consumers perceive your company.


The final reason social media is so powerful is the price tag associated with it. Of course, paid advertisements are available on social media platforms, but they aren’t necessary. A great deal of attention and traffic can be earned simply by making a free account for your brand and engaging with people consistently.


Develop a Strong Workplace Culture

A strong workplace culture will do wonders for your marketing efforts. It can improve brand awareness and encourage consumers to view your company positively.  Recently, consumers have begun to go out of their way to support companies that treat their employees well and care about similar social movements. For example, environmentally conscious consumers will advocate for and support companies that have actively shown interest in protecting the environment. Consider implementing a leadership development plan that aims to improve the skills and confidence of your senior employees. This will give them the skills necessary to build a strong workplace culture.


Site Optimization and Advanced SEO

Search engine optimization has been gaining traction in recent years because it is a long-term method of organically growing traffic to your brand’s website. This works by making on-page and off-page changes to your content that aligns with Google’s webpage ranking system. Search engine optimization is a long-term method of digital marketing, meaning the optimizations you make to your website will have a lasting impact on your website’s traffic. For example, Google has begun to take a mobile-first approach to webpage ranking. So by optimizing your site to display properly on mobile devices, you can begin ranking consistently higher than webpages that do not.


Furthermore, website optimizations improve the overall user experience and make it more likely that users will return to your webpage at some point. Improvements to the user experience are generally done by anticipating consumer needs and meeting them before they become an issue. For example, if your business ships a large number of products to consumers then include a USPS shipping calculator so that consumers can easily find the cost of shipping without having to jump through hoops.

2021 Marketing Strategy


The online space has only grown in size throughout 2020. More and more people and businesses are jumping online for a variety of reasons. As more people join the digital world, the standards and expectations for websites go up. More customers online mean businesses are stepping up their website game as well. If you want your business website to stay relevant and survive past 2020, there are some necessary steps you must take. Here are six things your website must have to truly compete in 2021 and beyond.


Thankfully, many of these changes are easier to implement than you might imagine, but achieving a 2021 ready website will take time and hard work. 


Mobile Ready Is Non-Negotiable

For years, desktop computers, whether they were a tower or a laptop, was the primary way people accessed the Internet. Still, now the mobile market has overtaken the lion’s share of users. More people access the Internet from their mobile devices than desktop devices, so websites must optimize for mobile consumption. It is not enough to take an afternoon and tweak your desktop site for mobile use. The time has passed for band-aid solutions, and it is time to make a good mobile version of your site that works across different sized mobile screens. 


Eyes On Your Site

You can improve your site all you want, but that effort could be for nothing if no one sees your site. Building the best website you can is part of the problem, but you also need eyes on your site to make the improvements worthwhile. Attracting new prospective customers should always be a business’s goal, but drawing in new digital traffic is a top priority. Use every marketing method you can, such as direct response marketing, social media ads, and even physical mailers, to get the word out about your business-worthy site. 


User-Friendly Experience

No one wants to fight a website to get to the part they want. Sites that have inadequate navigation systems or broken links will only anger customers who will likely never return. Using your website should be painless and intuitive. Try going through your site, looking at the experience through a customer’s eyes, and see what elements slow you down or make the process more confusing. Each site will be unique when it comes to improving the user experience, but it is a critical step you should not skip. 


Customer Service Options

Issues will inevitably arrive, it is just a part of running a business, and customers need straightforward ways they can reach out to solve their problems. Shipping is one of the most common issues customers run into. Offering a range of shipping options with varied prices and delivery windows can help, but adding more specialized tools can help even more.


Add shipping tracking APIs so customers can keep an eye on their orders during transit. Confirmation emails with tracking numbers are an excellent way to send customers vital information and add extra company branding. However, all the shipping tools in the world will not stop customer issues. That is why email and phone support are the bare minimums your business should meet. Have your contact information and business hours at the bottom of your web pages, so customers always know where to go when something goes wrong. 


SEO Strategy

Every modern website needs to use SEO best practices to achieve anything. SEO is no longer an optional system you can use if you have time; SEO is a key element of how online sites stay alive. Take the time to set out a proper and comprehensive SEO plan, even if it requires bringing in an outside consultant to get started. Do not ignore SEO, for you would do so to your own detriment. You do not need to devote all your resources to SEO, but it is an area that you cannot ignore if you want to or expect to succeed in the digital world. 


Relevant And High-Quality Content

It can be tempting to stuff your site full of content that may or may not be related to the site’s primary business. Filling your site with content can make you look successful or at least busy, but if the content is not relevant or useful, it is merely a waste of space. Discerning eyes and the all-important algorithms will not be impressed by a full page of blogs that have nothing to do with your business. If the content does not help customers somehow or tie back to your core business, it is fluff that is hurting you more than helping you.


Look at your current and future content with a customer’s eyes and determine what content should stay and what is only getting in the way. Focus on content that provides a service, informs customers, expands your brand, or anything else that is relevant and useful to your business. 

Go Beyond Facebook

Most businesses rely heavily on Facebook for their social media marketing strategies, which can be an effective practice. Relying solely on Facebook social marketing, however, can also be a huge mistake. You should try to maintain an arsenal of several marketing strategies for your business that go beyond Facebook to fully reach your audience and avoid leaning on tools that may soon be obsolete. Facebook is wonderful but their are other outlets out there.

Sidebar Ads Alone Don’t Cut It

Businesses used to be able to purchase Facebook marketing through sidebar advertisements. As businesses pull sidebar ad contracts from Facebook, it has become apparent that many users simply ignore the sidebar ads altogether. Though they may be worth purchasing, depending upon your target demographic, they should certainly not be the be-all, end-all to your marketing strategy. Facebook should be one ingredient in your marketing mix.

Facebook Isn’t the Only Big Player in Town

Though more and more people are using Facebook, it’s not the favorite place to be as it once was. It has become more integrated with businesses, offering ads even in users’ news feeds  much to their great annoyance. Social media like Twitter, Pinterest, and Tumblr have rapidly become the new best loved sites and great alternative choices. Other platforms, such as Square and Eventbrite, are growing in popularity as well.

It’s Not Very Mobile-Friendly

Many of your customers probably cannot even view Facebook on their mobile devices which is becoming the most popular way to view content. Facebook website marketing won’t get you anywhere if the majority of people in your target market use their mobile phones to access information. That’s where social networks like Twitter, which only offer tiny pieces of digestible information at a time, come in quite handy.

Don’t believe us?

So-So Metrics

Or you could simply say no metrics. It can be very difficult to discern whether or not your Facebook website marketing is really getting through to your audience without decent metric measurements. You can’t customize your page or monitor as much as you would like, and while using “likes” and comments may be helpful for research, they ultimately do not provide you with answers regarding how engaged your customers are with your actual product.

PR Problems

From bad press over comments made to continuing privacy and photo sharing issues, Facebook users are continually losing faith in their old favorite social hub. Teens, one of the largest target market groups, are leaving the site as well. Even when news may be incorrect, the impression and distrust lasts with your customers. If you want to build trust with your customers, you may not want to align any, or at least all, of your business strategies with Facebook marketing.

Lack of Decision Making Ability

Since only Facebook investors own the company, you really have no say about what the site can do to your business page or ads in general. When you utilize Facebook marketing, you may be giving up the control you would normally own over marketing in other venues, particularly those you pay for. As Facebook constantly changes, from its layout to its policy, investing your time and money there could prove to be risky in the future of your business.

Facebook marketing can be a simple, cheap way to spread the word about your business. You don’t have to delete your Facebook page just because it’s not a perfect platform for your marketing strategies. Venturing out into other areas instead of placing all of your eggs in a single basket, however, is a wise idea.


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Social Media Marketing Strategy

Social media is one of the hottest trends right now and is especially popular to use as an overall website marketing strategy. Those who are interested in how to plan a social media marketing strategy have already realized the many advantages it has to offer if executed properly. Planning how to run the marketing strategy is essential for it to be as successful as possible.

Identify your Goals

For people who are researching how to plan a social media marketing strategy, having a clearly defined set of goals right out of the gates is essential. A successful social media marketing strategy has a specific goal, although others may be attained as side benefits. There are a variety of different goals that can be achieved by utilizing social media properly including:

  • Increasing the company’s bottom line by increasing sales
  • Gaining valuable information about customers
  • Gaining inbound links to improve the company’s online ranking, which will in turn help to increase sales
  • Getting customer testimonials and sharing these reviews with potential customers
  • Monitoring the reputation of the brand
  • Building authority
  • Educating customers about the product and brand
  • Finding new audiences
  • Forming a direct relationship between the customer and the company

Design the Strategy

Once the goals have been clearly laid out, it’s time for those learning how to plan social media marketing strategy to design the strategy itself. This strategy should be based heavily on research into strategies that have been used in the past. The best social media agencies learn from other people’s failures and avoid them in their own campaigns by researching what has worked and what hasn’t worked.

Here are a few ways you can measure what you are doing:

Measure Success

Social media companies need to clearly determine a way to measure their own campaign’s success or failure. Without this measurement, there will be no way of determining how effective the marketing strategy was. This measurement should be a direct reflection of the chosen goal of those deciding how to plan social media marketing strategy. For example, if the goal is awareness, things such as shares, likes and new subscribers are good ways to measure growth and engagement. There are a variety of tools and tracking programs that can help determine social media searchers for a specific company or marketing plan.

Overall Trends

As an additional measure of success and of social media trends involving the company, overall trends should also be examined as an answer for how to plan social media marketing strategy ideas. Look for mentions of keywords in the industry, the company name, key employees’ names (such as the CEO), brand names and product services and compare them to mentions of competitors. Depending on which social media outlet is being used, there are also many different tools that social media companies use to help track these overall trends quickly and accurately.

Communication Policies

Communication policies are an integral part of how to plan social media marketing strategy. Make a plan as to what the answer is to customer questions and complaints before they happen. Clarify the role that different team members will take and reiterate the goal behind the communication policies. Make a reasonable timeline for different success measurements and when the associated tasks will be completed. It is important for even the best social media companies to have a written plan identifying which different networks will be used and how the goals will be accomplished.

Growth and Promotion

Once those interested in how to plan social media marketing strategy have implemented their ideas, make sure that the momentum is kept going. There needs to be consistent promotion of social media platforms company-wide, including adding the networks to letterheads, signature lines, business cards and promotional literature. Make use of plugins and icons on the company’s website to thoroughly link to the company’s different media outlets. Promotions such as Facebook ads and contests are affordable and easy ways to draw more attention to the company. Try live webinars, question and answers, guest blogging and expert interviews to keep growing and promoting.

Deciding how to plan social media marketing strategy involves a variety of facets, as outlined above. Promotional policies, goals and communication policies must be clearly laid out before any campaign begins. Make sure to keep measuring to see how successful the strategies were. These evaluation processes can help to develop different strategies over time that may be more successful with the company’s target audience.

Whoa! Buried inside the fan page dashboard sits this little gem called The Best Practice Guide for Marketing on Facebook. It is loaded with great info for those of you trying to figure out your own Facebook marketing strategy. The guide is 14 pages long and filled with great info on how to tackle the beast we all call, the Facebook (minus the “the”).

For example, Facebook discusses it’s ecosystem which consists of:

  • Build
  • Engage
  • Amplify


This is just a sample of what you can find in this little document. Check out the Facebook Marketing Guide to learn all the little fun little pieces of information to execute your Facebook marketing efforts efficiently.

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No Magic Pill

Creating a search engine marketing strategy for yourself or your client does not require a hair pulling session. You just have to really step into the shoes of your audience and really try to anticipate what they might be doing online.  I know that sounds easier said than done but it all comes down to relevancy and keep things strategic for any business. When thinking about starting a marketing plan for you try thinking about a blended marketing approach utilizing everything the internet has to offer. There is a lot out there that people can use yet they still hunt for that magic pill. There is no magic pill to marketing your business online. It takes hard work and dedication with an eye on the prize mentality to get the job done right.

Put It On Paper (Digital Paper That Is)

Start by really being able to visualize your internet marketing strategy. Get yourself a nice brand spanking new Excel spreadsheet and label out 6 or 12 months so you can really see what will be done every single month. A great search engine marketing campaign usually has very clean and tight organization throughout the entire campaign. Keep your excel spreadsheet as your base camp for everything that you do online and you will have a much better success rate than just shooting from the hip every month.

Segment Your Spreadsheet

When putting together a plan of attack think about the diversity of that campaign.

A typical SEO marketing strategy for me looks a lot like this:

  • PR Writing & Distribution
  • Article Writing & Distribution
  • Niche Business Directories
  • General Business Directories
  • Blog Commenting
  • Location Based Profiles
  • Social Media Based Profiles
  • Video Sharing Profiles
  • Twitter Directories
  • Blog Directories

I take this type of approach and really mix things up every month for any online marketing plan that I am taking on keeping things strategic at all times. In today’s online market place it really requires a strategic and blended approach to create any successful online marketing campaign. A hefty dose of all of these search marketing efforts spread out over a period of time so everything looks natural is my process to market a website. Is it the only process? No, many have their own approaches that work for them. Now you can turn up or down the heat depending on how aggressive you want to approach the online space but in today’s business economy you want to really it the ground running. The online space is busier and busier every single day so don’t waste any time turning the heat down.