Business Transformation

Your Marketing Efforts Deserve a 2022 Update

Rhett Power

Even if you think your marketing efforts are producing the results you need, it’s important to revisit your strategies regularly. In light of shifting consumer mindsets due to the pandemic and changing marketing trends, what worked in 2020 — or even 2021— might not work today. These tips can help you revamp your marketing to meet the needs of the moment.

You retooled your marketing tactics in 2020. You gave them another facelift in 2021. Now, it’s 2022. Do they really need one more refresh? The answer is yes, especially if you’re eager to retain current customers and build a bigger base.

Recent research from EY shows that the market influences consumer purchases, and the market has shifted drastically over the past couple of years. Although 54% of people say their behaviors adopted during the pandemic have reached normalization, you can’t assume that your mid-pandemic marketing is still on track. If you’re not meeting audiences where they are, you miss out on opportunities to engage prospects and boost profitability.

Of course, you want to be strategic when embracing new solutions or tweaking your current processes. Why waste money on ideas that are destined to fall short? To ensure success, follow these three strategies when refreshing your marketing:

  1. Explore your strongest customer personas.
    The personas you built 24 months ago? They’re probably outdated. “It’s time to dust off your target personas, even if it has been a while since you created them,” writes Ellie Howard, creative director at Sapper Consulting. “While you may not be able to identify every need of every consumer, utilizing personas can help you to remain relevant while reaching a large audience.”

    Start by evaluating each of your personas. Have their pain points or habits changed? For instance, the same EY research indicates that nearly 6 out of 10 people are trying to save money. Therefore, it’s reasonable to believe that some of your personas have started to save, too.You can use Google Analytics or similar data to determine how your buyers have changed. Follow their journeys and discover what touchpoints they use. By diving into how and when they buy your products, you’ll understand what about your personas needs to shift. Don’t be surprised if you find major differences in personas you thought you knew.

  2. Rearrange your marketing tech stack.
    Your marketing tech stack is like a toolbox. It’s super helpful, but only when you have everything you need to do the job right. That’s why you need to reconsider what tools are at your disposal every once in a while.Let’s say that your research revealed that certain personas require high degrees of individualization. However, your team doesn’t have the time to personalize every text, message, and email. That’s where AI-enhanced software can help. Many programs allow you to automate customized content pieces. As a result, you can streamline your workflows and give your personas what they need without overextending your employees.

    Other tools to consider investing in revolve around video. According to Wyzowl research, 88% of consumers say they’ve bought something after watching a video. Is it any wonder that 86% of marketers tout video as an essential tool? By investing in digital tools that help you easily create videos and host webinars, you can make your brand stand out in a significant way.

  3. Put your purpose front and center.
    Research from IBM shows that 44% of consumers choose to buy from brands that align with their values. This is an enormous shift in purchasing behavior, and it shows the power of purpose.

    “What does it really mean to have a social, environmental, and ethical purpose for brands and companies? It means we need to rethink business strategies based on mere competition and act together for the common good,” writes Ildeme Mahinay Koch, CEO and founder of DE MOI. “Undoubtedly, the disruption of the world due to the pandemic has been one of the accelerators of this new perspective on brand purpose. The new generations of consumers, millennials, and Gen-Z, are increasingly critical of companies, demanding clarity and commitment to taking responsibility.”

    If your company already has a mission statement, you can start leveraging it in your content. You could focus a campaign on how your organization meets its purpose-driven goals. If your company hasn’t made a push toward purpose, then encourage this move among stakeholders. Just remember that the purpose movement isn’t a fad — this mindset will make you seem disingenuous and could dissuade the very customers you’re hoping to attract.

The marketing world evolves year after year. These changes are exciting, but they require you to consistently update your messaging to keep garnering leads and retaining customers. By following these three strategies, you can update your marketing efforts for 2022 and ensure continued business success.

Written by Rhett Power.

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Rhett Power
Rhett Power is responsible for helping corporate leadership take the actions needed to drive impact and courage in their teams that will improve organizational performance. He is the author of The Entrepreneur’s Book of Actions: Essential Daily Exercises and Habits for Becoming Wealthier, Smarter, and More Successful (McGraw-Hill Education) and co-founder of Wild Creations, an award-winning start-up toy company. After a successful exit from the toy company, Rhett was named the best Small Business Coach in the United States. In 2019 he joined the prestigious Marshall Goldsmith's 100 Coaches and was named the #1 Thought Leader on Entrepreneurship by Thinkers360. He is a Fellow at The Institute of Coaching at McLean Hospital, a Harvard Medical School affiliate. He travels the globe speaking about entrepreneurship and management alongside the likes of former Gates Foundation CEO Sue Desmond-Hellmann and AOL Founder Steve Case. Rhett Power is an acclaimed author, leader, entrepreneur and an opinion columnist for the CEOWORLD magazine. You can follow him on LinkedIn, Facebook, and Twitter.