Marketing 2022: Key Points to Consider

Now is the time to start planning for your marketing activity in 2022. It’s a great time to take stock and re-evaluate and we give you some top tips to help you progress

Marketing Planning for 2022

In our previous article ‘Planning Ahead: Marketing 2022’ we focused on the benefits of proactive marketing. Following on from this, we explore what customers expect from brands and how to address this in your marketing plan for 2022.

Building on a Positive Brand Reputation

According to The Chartered Institute of Marketing 2021 CMO 50 Report, 71% of business leaders felt that Covid-19 had had a positive impact on the perception of their brand. Necessity is the mother of invention; lockdown ruled out business as usual, so brands had to rethink their offer.

SMEs were noticeably quick to respond to changing needs. New systems were adopted at speed and digital opportunities were embraced. A customer-led approach resulted in product range diversification and collaboration with other businesses. Home deliveries or click and collect were organised and customers were grateful.

As we move forward, brands will benefit from retaining this customer-focused approach – build on your positive brand reputation and hold onto those new customers.

Customer Profiling

An effective marketing strategy is dependent on having a clear picture of your ideal customers and what they expect from your brand. Many things have altered in the last year and your customers are no exception.

As you work on the 2022 marketing plan for your business, actively engage in consumer conversations and undertake client profiling. Consider these questions:

• Has there been a shift in your target client group?
• Are existing consumer insights relevant to this audience?
• What are their aspirations, fears, pain points and desires?
• How can your products and services benefit these customers?
• What marketing message will engage their interest?

One size doesn’t fit all, so it can be useful to segment prospects into distinct groups. This approach enables you to tailor and personalise the marketing message, thereby widening your appeal.

Taking Responsibility for Social Impact

Consumers are better informed and show greater concern for the impact of their purchasing decisions. They expect brands to enable them to buy ethically and sustainably. Companies will benefit if they have embedded a culture of inclusivity, fair working conditions, are committed to sustainability and/or champion diversity.

We’ve moved away from quick wins, fast fashion and self-promotion. Today’s shopper wants to support brands making a positive social impact. Are you working towards zero carbon emissions or investing in your local community? Is employee wellbeing at the heart of your business or are you taking a stance on a social issue?

Corporate Social Responsibility must be more than a tick box. It has to be part of business development and it should feature in your marketing plan. Shared values are an emotive means of attracting customers and encouraging customer loyalty. Your employees, suppliers and customers benefit from a caring company culture and it is a winning marketing strategy.

At this point, it is important to stress the importance of genuine social marketing. Greenwashing, fake news and exaggerated claims will be uncovered by savvy consumers and this will can be more damaging than inaction.

Optimising a Marketing Budget

The right Marketing mix brings considerable value to the business, but get ready for creative thinking – you need to stand out from the competition. Think about ways to generate an emotive response from your customers. How can you create connections between your brand and feelings of positivity, motivation and action?

Not all marketing activity demands a big budget. For instance, the Hafod Hardware Store Christmas adverts were compiled for £100. These heart-warming videos capture the spirit of the season and easily match big-budget competition for impact and viewer engagement. The adverts epitomise traditional family values and pride in the business, which make viewers want to visit.

Our recommendations for optimising a marketing budget include:

• Explore underused marketing channels; where can your brand gain a presence with less competition?
• Be highly specific in the geographical area or customer demographic that you target; remember good marketing focuses on the quality of leads over the number of leads.
• Get the timing right; pinpoint when and where consumers are looking for what you offer and channel your marketing efforts there. As an example, specifying times that Google Ads are shown may cut costs without impacting conversions.

Expert Help with Small Business Marketing

If marketing isn’t your forte, but you are keen to target the right prospects, share your company values and optimise your returns, we can help. Alison Page Marketing provides outsourced marketing services tailored to your business aspirations and budget.

We take time to understand your business, to research your customers and competition and compile relevant insights. We then operate as an extension of your team, offering advice, providing practical support and measuring impact.

To find out more and discuss your requirements, please get in touch with Alison Page Marketing on 07963 002065 or hello@alisonpagemarketing.co.uk