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    Top Inbound Marketing trends for 2022

    by Leo Fornasari
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    As a constantly evolving society, trends and human behaviors are always in motion, but the year to come is certainly holding some of the greatest changes we’ve never seen before, most of them regarding technology, human behaviors, and the way we approach them with Inbound Marketing.

    Businesses and brands must not only plan for the future but be prepared to embrace those trends and changes to take advantage of them.

    Here are the top Inbound Marketing trends to keep an eye on in 2022 and how you can use them to your advantage.

    The Metaverse brings more Business opportunities.

    Brands like Facebook, Nike, Adidas, or Rayban are already betting Big on Metaverse, which is a term for virtual and augmented experiences. This is a big change in the future of the web.

    Marketers should begin to look for opportunities for their business in these spaces; this new web model will provide us with new direct ways to forge connections with our customers.

     

    Embrace the idea that we’re in the age of the Customer, that over time, customers are going to have more and more power, and that our growth in the long term is a function of how much customers love the experience you give them.

    Strategy over Reacting

    As automation, artificial intelligence and machine learning take away a lot of the grunt work of digital marketing, marketers must become more and more strategic. The options in inbound marketing continue to grow.

     Marketers need to think strategically not only to focus on what really drives their business growth but to predict behaviors in advance instead of acting by urgency or by reaction.

    Plan ahead your budget and campaigns based on research instead of scrambling at the last minute to put them together, take your time to calculate risks throwing everything and anything at the wall to see what sticks isn’t strategic, be capable of execution.

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    LinkedIn, a rising star.

    LinkedIn is still a rising star in the digital field. Every quarter, they have shown considerable growth in monthly active users and engagement on the platform. They also continue to introduce new features to bring better results for businesses and pages.

    According to eMarketer, LinkedIn makes up the largest share of U.S. B2B display ad spending in 2021. With more than 706 million members in over 200 countries, LinkedIn is thriving everywhere.

    Member engagement is stronger than ever. In fact, every month, more than 1 billion interactions happen on LinkedIn Pages, Marketers should go all-in on LinkedIn.

    SEO is more integrated but UX is now the protagonist.

    Search engine optimization is one of the oldest and most valuable forms of digital marketing. As search algorithms continue to become smarter and more contextual, marketers need to focus less on SEO "hacks" and "techniques," and more on providing users with a great and meaningful user experience.

    Marketers should focus more on excellent user experience, perform usability testing on a regular basis, right now is more important than ever to boost the experience of users, create enjoyable, high-quality designs that allow for simple and effective interactions.

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    Customer Experience is the new social currency.

    Businesses still clamor to drive word-of-mouth and earn social attention. As the advertising landscape becomes noisier, earned media and word-of-mouth become more important to breakthrough.

    Marketers should focus on creating experiences at every stage of their interactions with customers within to earn social media word-of-mouth. Businesses should align their model to customer needs by helping these customers to find answers to their problems/questions and by forging long-lasting relationships with them.

    Focus on the customer, break down your silos so every department understands their role within the buyer’s journey, build marketing campaigns based on data and analytics to obtain a greater ROI.

    Privacy always matters

    We all know that data is needed to provide consumers with useful information and relevant advertisements.

    In 2022, marketers need to focus on building a customer-first data protection strategy. This means rethinking how to measure and reach audiences so that people feel in control and can manage the data they share.

    Tools such as Google Analytics 4 and Global Site Tag will help you understand your audience more comprehensively while protecting user privacy.

    It takes time to build trust. Starting today, marketers can openly and honestly explain how and when they collect personal information, use this information to display valuable advertisements to customers and let users control their data.

    Relevance is better than reach

    To stand out in 2022, brands should be more intentional about communicating their value and authentic purpose. Create messages and experiences that are true to your brand and relevant to people by reflecting their needs. In this context, relevance is better than reach.

    Brands should connect meaningfully with audiences and drive business results. Customers should know what your brand stands for and what experiences you offer with your products/services. In every engagement with your consumers, you have a point of view, and you should express this to potential buyers across all touchpoints.

    This is what can and will make the difference between your brand and the crowded online purchase journey. 

     

    Well, here were some of the top trends we’d like to focus on for the year to come but as previously said, human behaviors and trends change constantly and it’s not always an easy task to keep an eye on or take advantage of all of them.

    This is why we highly recommend you never forget your foundations, what really thrives and drives your business as the majority of your growth still comes from there.

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    Inbound Marketing Strategy

    Leo Fornasari

    Leo Fornasari

    Leo is a graduated student on Business Management collaborating with mbudo on Inbound content and campaigns. He learns more about Inbound each day by gaining more HubSpot certifications. Leo is passionate about different cultures and he prides himself on his language skills, which are important for foreign business relations.