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Future-Proof Marketing: Evaluating Your Marketing Plan for the Year Ahead

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Future-Proof Marketing: Evaluating Your Marketing Plan for the Year Ahead

If hindsight’s 2020, then what can we say about 2021? One thing is for sure: none of us expected a global pandemic to last this long. But the advancements we saw for small business marketing in 2020 and 2021, including a mass migration to digital marketing for small businesses, are setting us up for growth in 2022. So, let’s take a look back at what’s new, and how to use it better this year. 

A Rise in Small Businesses Websites  

After being driven indoors for isolation and remote work, commerce went crazy online. Oberlo reports that in 2020, 51% of small business owners increased the number of online interactions they had with clients. That could explain the number of small businesses flocking to finally get a website up and running: While 36% of small businesses did not have a website in 2020, that percentage decreased to 28% for 2021.  

It’s a huge victory for growing local businesses to expand their reach digitally. We think every business, no matter how big or small, should maintain a website.  

The hurry to bring business online, though, raises key questions about website marketing best practices. Certainly, there are areas to improve! Here are few questions to ask yourself as you review your website and plan for 2022: 

  • Are there forms on my site to capture user info? 
  • Is my website easy to navigate? 
  • Do I have any broken links? 
  • Are there clear paths to conversion for my customers? 
  • Have I connected Google Analytics to my website for data collection?

The Video Marketing Takeover 

Video isn’t just popular, it’s taking over. Invideo and Hubspot report that, in 2020, 96% of consumers increased their online video consumption. Plus, 9 out of 10 viewers said that they wanted to see more videos from brands and businesses.

And while video production may seem expensive and time-consuming, it’s almost certainly worth it for your business to hop on the bandwagon. After all, 89% of video marketers say video gives them a good ROI. 

When it’s time to turn a critical eye to your video marketing or plan out your 2022 video debut, use these questions to guide your content: 

  • Are you able to come up with 50-100 video ideas? 
  • Do you know where to find assets like stock images and free sounds to use in your videos? 
  • What are the goals of your videos? 
  • What analytics are available on the platforms you’re using like YouTube and Vimeo? 
  • Are you following best practices when shooting and distributing your videos? 

By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. – Cisco 

How to Plan Your Small Business Marketing in 2022

The past two years have taught us that we can survive and thrive through the unexpected. Now, let’s get organized and tackle these new challenges with more confidence than we’ve ever had. Bringing your business into the digital world was a huge first step toward local and widespread success. You should be proud of that! 

We can help you perfect and perpetuate your online presence to make all that hard work worth it in 2022. Whether you work 1-on-1 with a mentor to map out your next big project or you hand the reigns to our expert via web support or digital ad packages, we’ve got you covered.  

And if you’re determined to keep DIYing your digital marketing, check out these training sessions to help you plan for your best year yet: 

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Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

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As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

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