KO Websites has updated its organization in response to changes in our marketplace to better support our clients and prospects. These changes reflect the impact the past two years of living and working with COVID-19 have had on how our business operates.
By December, Holiday marketing program are in place and running. So the strategic thoughts of most digital marketing teams have turned fully to 2022 social media trends. And the ever-changing marketing landscape marketing looks as challenging, daunting and exciting as ever. For Social Media, the center of all this rapid change is in content creation and the channels through which we share it.
What 2022 Social Media Trends Will Need Your Attention?
Social media feeds for Facebook, Twitter, LinkedIn et al, may see significant changes as the companies come under continued pressure to overhaul the content curation that has up to now promoted paid content over organic SEO-focused social media work. Several changes may occur to address “personalization and privacy.”
It is hard, though, to envision what sort of regulation could be imposed to raise social media accountability and improve consumer protection, especially in minimizing harassment and negative impacts to mental health. So we will have to watch, wait and see how the Social Media channels react. We then will need to determine how we react to their actions.
Your Followers’ Feeds May Evolve – Will They See Your Content?
Given that digital ads are the lifeblood of the social media behemoths, though, paid ads will remain a necessary tool for driving awareness and motivating deeper consumer investigation.
Marketers like KO Websites will track all trends closely to see where our tactics will need to adjust to keep our clients’ content gaining reach and motivating engagement.
New Media Channels Bear Watching – But Jump In Only When It Makes Sense
The main strategic imperative in Social Media Marketing has not changed. Focus only on those channels where your desired customer is most likely to hang out. Example: Our law firm clients remain focused on LinkedIn, Twitter and (for some) Facebook. And we keep them active on the top find-a-lawyer channels like Findlaw.com and Avvo.com. But the mix changes by client. Some are consumer-focused (personal injury lawyers, say) while others are business-to-business (creditors rights and/or commercial real estate attorneys, perhaps). These two types of clients put their energies in different channels.
We have a dry-eye treatment client, on the other hand, who wishes to attract both consumers and optometrists. So we work on a few more channels for them than other clients who have a tighter focus.
All that said, spreading your energy, time and money too widely diminishes overall returns. This is an area of ongoing client education. Resisting “shiny penny” syndrome (chasing too many opportunities) is a key marketing success factor!
Where appropriate, though, newer platforms like Clubhouse and TikTok (yes it still qualifies as new!) may offer more targeted audiences. They may deserve being added to the marketing mix at some point. Content like live or recorded short-form video, or podcasts, offer new ways to creatively deliver brand messaging across the digital space. But more established players are adding TikTok-like options (YouTube Shorts, for instance) so we will see where our creative energies will need to be focused next year as the competition between channels continues to rage.
Track, track, track! Analytics Still Drive the Bus
We need to relentlessly analyze whether our efforts ultimately lead to business! Some social media campaigning is designed to raise awareness, but in the end that needs to flow through to an increase in sales. Done in a coordinated fashion, the activities up and down the sales funnel will confirm and amplify each other.
Other Social Media Trends on our Radar
Customer service will continue its migration to old and new social channels. Managing this flow is not always the purview of a digital marketing agency, but in what way can we assist a client manage that flow better? Consumers are moving seamlessly between investigating new products and services, ordering them, reviewing them and demanding customer services – all on the same channel!
Creative Influencers have more tools at their disposal to create content that may feature your stuff. This is an enhancement on the type of influencer who may interact with your product or service “in the real world” without setting up a mini-production shoot. And, key question, how do we influence the influencers who are not necessarily under our control?
Will augmented reality support the eventual rise of the metaverse? This is a niche opportunity as we approach 2022, for those with larger marketing budgets. Testing the tool to see how AR and VR work as engagement hooks bears watching. But let others take the slings and arrows first, and learn from their experiences!
Finally, Watch Out for the Unexpected with 2022 Social Media Trends
Change is good, they say. We acknowledge that change is inevitable. How quickly it comes at us and demands a productive response will keep digital marketing agencies like us nimble and awake through 2022 and beyond!
How may we help you deliver that productive response?
With SEO Marketing, you get what you pay for. Grand promises with small price tags most often lead to disappointment.
SEO work is a grind that takes months to build up and dedication to keep it humming. It still yields great organic results, so is worth the investment. But any agency that promises miracles is likely a churn-and-burn shop with low performance and high turnover.
Avoid SEO Agencies Making Big Claims on Small Budgets
Long-tail keywords now attract a lot of attention from SEO specialists as voice search options stretch out the phrases people use to search online. Focusing SEO work on long-tail search phrases specific to your value propositions gives your business a couple of profitable benefits.
Long-Tail Keyword Phrases are a Profitable Pursuit for Organic Leads
Small business have tight marketing budgets, so each dollar of time and money needs to be spent wisely. Long-tail keyword strategies fit that need well. Focusing onsite SEO with these hyper-targeted keyword sets can help you punch above your weight to improve SERP performance. Continue reading
Social media marketing is one of the best ways to improve brand visibility and to engage with your audience. The problem is that you’re competing against so many other companies, influencers, and friends. So, you have to manage your social media effectively to pull people into your platform. You can’t simply hope your customers will find you.
Focus on Five Ways to Make Social Media Marketing Work for Your Business
When working on posts to social media channels, you always ask “when to post?” You need to time your posts to catch your prospects online and ready to engage. Facebook, Twitter, LinkedIn et al., will warehouse your content forever. But recency drives the algorithm bus with these social behemoths. Freshness helps the software decide whether to present your social media content in your prospects’ feeds.
What time of day works best for posting to Social Media Channels?
So, when is the best time to post to social media? As usual: It depends! Continue reading
The last 12 months have put massive stress on businesses as they attempt to navigate the pandemic. Into that trouble has dropped another threat. An ADA lawsuit could arrive claiming your business’ website does not meet the accessibility requirements of the Americans with Disabilities Act.
ADA Lawsuits Have Arisen as a Tool to Drive Businesses to Make Websites ADA Compliant
No one argues about the need for accessibility. As part of the massive shift in social behavior driven by the pandemic, consumers have accelerated the shift of their shopping habits online. eCommerce has boomed. So, people with disabilities have increased the call to make eCommerce accessible to all. Continue reading
Social media is a critical marketing tool for reaching and engaging customers, especially for small businesses with tight budgets, and it looks to be more important than ever in 2021. Social media is also in a constant state of change, with new social platforms and trends appearing and disappearing seemingly every few months. If you want to stay on top of your digital marketing game, keep tabs on what is new about social media marketing and how social media will change in 2021.
Here are just a few social media trends to track in 2021
Organic Social Media Campaigning
Arguments continue over whether you need a 2,000-word-count blog article to have any hope of earning any SEO love from search engines, notably Google. Short answer: You don’t need to hit a word count of 2,000 words with each article you write to earn search engine kudos. That is an artificial goal that makes for an easy meme.
In truth, the optimal length for an article hinges on how many words you need to fully answer a prospect’s question, and position it to be attractive to other writers to earn citations, aka “backlinks.” I have seen a useful two-point test for this, and consider it a good content writer mindset:
- Did you satisfy the “search intent”?
- Did you fully answer the question asked by the searcher?
Whether or not you are an essential business, the economic impact of the Coronavirus pandemic has been substantial. Grocery stores and similar businesses are thriving, while gas stations and other auto services are essential and open for business, but have seen business plummet because people are not driving. Caterers used to feeding hundreds at a time are reinventing their business models completely to offer boxed meal and family-sized order services. Sit-down restaurants are making do with take-out and delivery, while missing out on the bigger-ticket dine-in business.