Planning your marketing for 2022
There is no doubt that 2021 created a lot of challenges for businesses. Most have had to adapt to changes in the marketplace that have resulted from the impact of Covid-19 to survive. So, what does 2022 have in store for your business and how can you plan your marketing?
Your marketing plan
After you have developed a marketing strategy – an overarching goal orientated list of what you want to achieve, it is now time to formulate your marketing plan. This compilation of marketing tactics will steer you to target the right audiences with your marketing messages.
Your marketing plan should be broken down into bitesize elements that can be measured using SMART (specific, measurable, achievable, relevant, timely) objectives. It will help you to develop a budget and measure what works and what doesn’t effectively.
A brainstorming session, along with looking at your competitors, previous activities, your customer base, and opportunities for your business, is highly beneficial. It’s a way to objectively look at what’s gone before and what new marketing opportunities are available for you to capitalise on.
Your marketing plan should also pay some attention to existing customer retention and ways you may be able to improve customer conversion and average order values.
Regular reviews and adaptation to changing circumstances are essential. It allows you to move quickly, be proactive, and will help your business cope with any fluctuations.
If you’re struggling on where to start, or find yourself working more ‘in the business’ rather than ‘on it’, a third party specialist like New View Marketing can really add value to this process. Find out more about Marketing Strategy & Planning.
Reinvigorate your marketing for 2022
It has been proven throughout history that businesses that invest in their marketing during a recession are more likely to survive.
It can be a chicken and egg situation, one that many small businesses struggle with. Adding costs to a business can, in the short term, make you less profitable. That is why it’s so important to have a clear marketing strategy and plan to build momentum and ensure you’re able to hit your growth targets.
Know your business
Do you know your financials? What your break-even point is, fixed and variable costs, and conversion rate? Has Brexit impacted your supply chain, costs, or target audiences?
This key business information will enable you to predict what returns you need from your marketing spend and what you will need to do to meet your business goals.
2022 marketing trends
Digital experience
Innovation
Growth from partnerships
Source: https://cmosurvey.org/results/
Digital marketing will continue to be of high importance to all businesses. It’s not difficult to see why. Your website and how you present yourself to prospective customers is essential to getting those all-important sales leads. Being seen online helps you to reach the right people at the right time. Trust factors such as reviews and case studies are also highly influential. Using social media to help tell your story and engage audiences is key. Read more about how I can help with your digital marketing.
To adapt to a changing marketplace you should look to innovate your product or service. This may mean a modification to your offering, making sure you demonstrate what the key benefits to a user are of your product and service. You could adjust your delivery methods, streamline or expand your range, or invest in new marketing approaches.
One way you could also look to diversify is to develop mutually beneficial partnerships. Perhaps your product or service could link-up with another similar but non competing business? Can you develop customer relationships to help grow your business by cross-selling other services or adding value to your offering?
Make things happen
In today’s turbulent economy, it’s important to plan and invest in your success. For a no obligation consultation, drop me a line.
