It’s December 2021, which means we’re in the thick of “the top marketing trends of 2022!” season. Suppose you’re a business owner doing your research and figuring out what to do in marketing your business for this coming year. In that case, you probably are or will be coming across many articles from Forbes, Fast Company, Entrepreneur, and other outlets touting the top marketing trends of 2022.
On the one hand, these are good resources. They provide an idea of what’s happening (generally speaking) and safe directions to go. Many trends noted in these articles are identified by an assortment of marketers from different backgrounds and agencies. So, you get a decently diverse selection of thoughts on the topic.
But here’s the thing: some of the trends (purpose-driven brands, digital adoption) aren’t really trends for 2022 at all. They’ve been the norm for years. (In fact, next year I’m going to change the dates in this blog and re-release it because it’s still going to hold up). Others (more Instagram reels, chatbots) may be more niche and dependent on the market. For B2B businesses especially, there’s a lot of noise. So how do you sort through it and figure out what’s right for your business?
You know where you want to take your business in the next few years. And you understand the value marketing can bring to your business. But you don’t know where to start. You’re researching top trends of 2022 and wondering what makes sense for you and what marketing efforts you could actually accomplish this year.
The solution here is a marketing strategy. Choosing tactics based on trends, like an a la carte menu for marketing, is a recipe for wasted time and investment. Yes, you might hit on something that works for your business. It might fit the needs of your audience and help you achieve your business goals. But you also might pursue something that does none of those things. Something that leaves you without the results you were hoping for.
A proper marketing strategy designed around your business goals clears away the noise. It ensures you’re focused on what is actually going to help you achieve those goals.
It gets you organized and gives you complete clarity. What you need to do, what order you need to do it in, and the expected results against which you can measure.
So, instead of chasing trends, start 2022 off on the right foot by starting with strategy. When you’re that much closer to achieving your business goals thanks to some stellar and effective marketing initiatives, you’ll be happy you did.
Give your business a LIFT.
Ready to start with strategy? Check out our LIFT program. LIFT provides business owners with a marketing strategy, implementation plan, audience personas, and competitive analysis. Over eight weeks, we’ll dig into your business together and help you build the strategic marketing foundation you need to overcome obstacles, capture opportunities, and achieve your business goals.