12 Inbound Marketing Team Trends to Know in 2022

inbound marketing

What are we talking about in this article?

As we dive deep into 2022, we should evaluate how the marketing field, especially inbound marketing, will turn out.

The inbound marketing world is moving at the speed of light in front of our noses.

It can be tricky to keep up with the oncoming marketing trends as the industry changes so fast. There are so many ways to a successful digital marketing strategy or campaign – so it’s a real challenge to keep up, we must be very careful.

It seems like yesterday that marketers embraced the digital transformation as they had to adapt to circumstances, to constantly changing virtual and hybrid business whether imposed by the Covid-19 pandemic.

The Covid-19 pandemic brought transformations no one imagined, B2B and B2C agencies across the fields, changed their way of operating as more people went online to research, review and purchase. This had a huge impact on the digital marketing sector and the roles of these actors.

As the vaccine started to go around and around, countries all around the world cautiously reopened, more consumers got out of their comfy homes and some businesses saw slumps in the virtual engagement and online dependence they relied on.

As someone involved in marketing, keeping up with the demands of these changing and evolving times is not an easy task. To succeed in this fast-paced world and stay relevant to your audience, you must think outside of the box and design a way to stay ahead of your clients and competition.

To help marketing and new digital leaders to surf this new landscape, we identified several key trends in 2022. These will help you understand developments coming down the line so you can apply them to your digital marketing activities.

Inbound marketing is all about connecting to your target audience passively. This means creating content in all shapes and sizes that your customers find attractive. Here are some helpful tips to understand inbound marketing.

  • This kind of marketing strategy relies heavily on search engine optimization (SEO) to put your content at the top of your search results.
  • As far goes outbound marketing strategies, such as paid ads, email outreach, and cold calling are all valid. They are different though and cost more money.
  • Inbound marketing, in contrast, relies more on customer data, social media marketing using video content in apps like TikTok, and search engines to place the adequate content in front of your desired audience.

The latest and hottest marketing trends involve interactive content as a content marketing strategy, social media platforms, and reimagining the customer experience to become something unique and truly amazing.

Let’s see what these trends are all about.

Time tracking & estimation

Trending Marketing Topics in 2022

1. Short-form Content marketing efforts

Short-form video trends started to rise in 2020 and don’t look to be slowing down in 2022. Video marketing as a digital marketing trend is a huge part of the inbound strategies for many agencies and companies in 2022.

You should especially put your focus on the following:

  • TikTok
  • Youtube Short Videos
  • Instagram Reels and stories.

Talking about social media we can highlight TikTok, a platform to consider if you’re not already using it. The usage of this app skyrocketed, the users have reached 1 billion users, and every day adding up new members. Right now TikTok is dominating but Youtube and Instagram have quickly caught up due to their already large user base.

Some important statistics to keep in with the upcoming content marketing trends.

  • 69% of people prefer video over text tutorials when learning to use a product or service.
  • Pages with quality content convert 86% more and tend to attract potential customers with these.
  • 85% percent of Facebook videos are watched without sound.

But what about ROI, or Return of investment? Supposedly videos are harder and more expensive to produce. Maybe, but content creators, specifically video content produce 2nd highest ROI in the industry for B2C brands, only surpassed by influencer marketing strategies.

2. Influencers and Social Media Marketing

As mentioned before, influencer marketing is above mobile web design and short-form video marketing.

Why has influencer marketing gone from an intriguing trend to a commonly used marketing tactic? Well, by now you should know influencers are masters at their craft: the platforms they use and the field topic they address about. They already have an audience that is engaged, interested in their content, and influenced by the information they provide.

When marketing campaigns align with influencers and their industry, the algorithm is on their side, they can expand awareness and gain fans from the influencer’s own audience.

If you can’t afford to hire one, don´t worry about it. Many marketers that invest in influencer marketing work with micro-influencers.

What are micro-influencers you may wonder? Well, they are social media promoters with a smaller following crowd, typically thousands to tens of thousands of followers. Although they have fewer followers, their posts often pack more punch due to their high level of engagement.

These influencers have already found their niche which is why they’ve started to play a bigger role in converting leads, connecting with audiences, and boosting brand awareness.

Micro-influencers are considered like any everyday persona, unlike hard-to-reach god mode influencers which makes you wonder if that person is even real. Their audiences are more likely to trust their judgment and opinions.

So let’s see why this works so well:

  • Marketing campaigns can spend lots of cash identifying and targeting the best audience to generate relevant traffic. Using an influencer makes this easier because they have already organic traffic produced by them. Instead of trying to find the right audience, you’ll only have to find the right influencer to match your needs.
  • Brand awareness through high-quality video content is a really good way to reach your target audience. It makes to pair video marketing with the influencers your target audience already follows.
  • Consumer behavior on social media is a bit different than on a search engine results page like google search. Social media metrics targeted by a marketing agency focus more on interactive content through engagement. Likes, shares, comments, and follows are all part of the way people use social media. This makes it an ideal way to test how many of your customers interact with your services and your brand.

Influencers conversion rate

  • As we’ve mentioned before, micro-influencers have between 10K and 100k followers. These ones prove to be the most effective.
  • Macro Influencers have between 101K and 500K followers and are in the second place in effectiveness.
  • Mega Influencers range from 501K – to 1,5M followers and are at the bottom place of effectiveness.
  • Celebrity influencers have more than 1,5M followers and share the third place of effectiveness.

As you can see, influencer size doesn´t translate to a successful marketing strategy, so when launching an influencer marketing campaign, you should monitor your marketing performance carefully.

An interesting experiment to test out would be running multiple influencer marketing campaigns using influencers of many sizes and different audiences. Comparing the results will instantly point out the best return for your inbound marketing spend.

3. Social Action Matches Audiences Expectations

Inbound marketing efforts case studies focused on social action and corporate responsibility are a great way to promote your brand. Whatever you do to make the world a better place use relevant content like video marketing to tell the world about what’s happening.

  • Create content around your priority issue. Show how the products and services you provide solve problems but keep the obvious strategy aside from the social media campaign
  • Guide the people who are completely new to your product or brand, but don’t lose focus on what’s important, care about the issues you are trying to tackle.
  • Social action efforts should be seen as a collective effort beyond any marketing strategy implemented. Partner up with people, either of your industry or not, to attend to the issues of your customers.

Creating a solid marketing plan based on social action will improve customer retention and give space to quality content, which will increase the number of people who visit your page because they will be curious about your brand.

Project Profitability

4. Podcast Lovers: A Good Marketing strategy

As audio content becomes much more accessible and common in the online world, marketers are wondering if this format would benefit them.

Video content is not the only form of interactive content available for marketers. Audio, such as podcasts, talk shows, and even audiobooks, remains a viable way of creating inbound traffic.

Traditional ways of advertising rely heavily on audio. Radio ads were common back in the day and were used to increase brand awareness across towns and even larger areas.

Although audio platforms might not have great monetizing features or conversion rates, they still provide the engagement and awareness companies need to see from them for continued investment.

Podcasts are a powerful inbound tool for brands whose focus is on educating their consumers or trying to reach out to a more mature audience while trying to increase engagement.

If your marketing strategy includes a learning stage where your goal is to help your client to learn more, podcasts could be a great marketing technology to reach those customers.

5. Quality content will forever stay dominant

Key inbound marketing strategies trends rely on this and have relied upon creating valuable content and this will remain like this for many years to come.

Why is this so powerful? Here are some reasons to invest in the quality of your content:

  • Using artificial intelligence to identify valuable search queries and target them for the leading generation makes inbound marketing through this method even more effective.
  • Social media vastly increases when your content is powerful and engages your audience. Consumers can interact with their brand and share their products easier than before.
  • Email marketing, Paid media, and funding sales are all expensive and their costs rise over time. Inbound marketing with this strategy is less expensive and ultimately, more cost-efficient.

Which types of content are the most used by marketers? Here’s a list of them:

  • Blog posts/ Short files – 93%.
  • Email newsletters 77%.
  • Case studies 68%.
  • Videos 68%.
  • Virtual events/Webinars/online courses 67%.
  • Infographics/charts/Photos 65%.
  • Ebooks/Guides 54%.
  • White papers 47%.
  • In-Person Events 42%.
  • Long-form texts such as articles 32%.
  • Livestream videos 29%.
  • Research Reports 28%.
  • Podcasts 26%.

Companies committed to content marketing should use this list in order to see what’s a good option to invest in.

Content is everything and everything is content, bear that in mind. Your reach can be just as valuable as investing in an influencer, only if used correctly that is to say. See this as a way of creating king-sized content that can be integrated as a part of your marketing strategy.

6. Marketing automation

Marketing is the art of reaching correctly to your clients and sales is the art of closing the deal one of the most powerful inbound marketing trends is mixing marketing and sales together.

A very effective strategy is to bring marketing and sales altogether like one to reach customers and close off deals in an efficient way. Automation in marketing brings these two concepts together to work.

How does this work?

  • Define your target audience as accurately as you can.
  • Distribute and delegate work amongst your workers.
  • Decide which tasks can be automated and what will you do.
  • Describe your goals and measure your progress.
  • Decide which is the best-automated tool to reach your objectives.

One of the best marketing trends and strategies combines artificial intelligence and automation. They are a force multiplier for your marketing team.

7. New jobs match the latest trends

Specialized jobs are on the rise and are considered one of the upcoming marketing trends. The growth in customer numbers and machine learning and data make the need for specialized marketing teams more acute than ever.

Some jobs that appeared do to this:

  • SEO specialist: Having a person dedicated solely to this has forever changed the market. The data available and the competition for a place in Google search has made this position invaluable.
  • Ux Designer: Customer experience has become one of the hottest trends in marketing and what modern companies and marketing agencies look for. The idea is to delight your customers during every interaction with the agency. Someone specialized in design is ready for this.
  • Chief listening officer: This person monitors the communication with clients on every channel, especially on social media. Their reports reflect the effectiveness of the agency’s marketing campaign.

A the time of looking through your agency ask yourself, what will my next hire be in order for my agency to keep on growing?

Project Management

8. Mobile apps usage

Nowadays it seems we are bound to our mobile phones and that is kind of real for the average person living in a big, mid-size or small city. Going to unknown places, scheduling, setting reminders, and making purchases all happen on phones and tablets every day.

Heavy mobile usage is an opportunity for marketing content, but it can also be an obstacle: Many website owners are not the ones that created them. Instead, they rely on “mobile-friendly” sites and hope for the best.

There is a better way to reach new clients and that would be building your own mobile app.

Why should you build your mobile app as quickly as possible?

  • Apps have more options than websites. such as connecting to phone functions, utilizing more branding alternatives, and the possibility to work offline.
  • Managing your own map means greater personalization because your app will collect more data about customers and applying machine learning to this data may increase the ability to generate new opportunities for customers.
  • Pushing notifications based on customer data is a far better way to do interactive content rather than sending emails. These notifications are a great way to reach clients without being too intrusive.

9. About In-home and Local marketing strategies

People moving away to suburban places. These places benefit from less marketing competition in terms of numbers, but more intense marketing competition because of the quality of new competitors.

Brands and agencies are changing their tactics to match these changes in demographics, as well as studying why people move in the first place.

Due to the Covid outbreak, our daily lives now happened from the commodity of our home. People connected from home worked from their homes and shopped from them.

The lack of footfall damaged retail industries because they relied on visitors to their local businesses.

On the other hand, agencies that adapted to this change had very important growth.

  • Keep video marketers close, they’re your best friends. Use video as often as you can because of the power to explain and persuade.
  • Reinvest in an effective landing page. Consider using a dedicated landing page for every valuable product.
  • Consider voice search. More and more clients are speaking to their phones to find products, directions, and information. Be sure to be ready and respond to these demands!

10. ABM will align more sales and marketing staff members

In 2021, 62% of marketing members leveraged account-based marketing, to get more clients or win them back due to the pandemic. In 2022, 33% of marketers are planning to use it for the first time.

While this marketing strategy is not new, it’s getting more and more notoriety and awareness from startups and larger agencies alike. For those who are just learning about it recently, ABM is a sales marketing technique where marketers leverage information about prospects and customers provided by sales teams in order to cater campaigns to them.

11. More brands are testing native ads

Only in 2021, 24% of marketers invest in native advertising. In 2022, 23% of those who haven’t leveraged it plan to for the first time.

Why the sudden interest in this technique? It works, as simple as that. Of the marketers that use it, more than 36% of them say it’s effective, while nearly 5% say it’s their top ROI generating tactic.

When your brand pays to feature content on a website, then you are investing in native advertising. Unlike traditional advertising, which was originally thought to interrupt the user and stand out, native advertising is designed to blend in and promote your brand to a new audience who might otherwise never have discovered about you.

Native advertising isn’t like traditional marketing ads, consumers are more likely to consume it, as a matter of fact, consumers view native ads 50% more than banner ads. Examples of native advertising range from social media, search engines results, content recommendation platforms, or campaigns.

Instagram is a popular social media network that routinely partners with brands for native advertising. By taking advantage of the Instagram Story or Shop features, brands are able to share posts that look similar to the average user’s followers’ posting style, while subtly advertising a product.

How to incorporate native advertising into your marketing agenda? Start by looking for publications relevant to your brand and remember to sound natural and avoid coming off as pushy or blatantly promotional.

Project Profitability

12. Blogging is alive and kicking

Blogging has been a commonly used marketing strategy since brands and agencies have built their own websites. But, the age of this strategy is considered out-of-date. As a matter of fact, blogging has kept going for only one reason: because it works.

While 48% of agencies with a content strategy blog, 56% of marketers who leverage blogging say it’s effective and 10% say it’s the content type that generates the most ROI.

This doesn’t come as a shock at all, most consumers read blogs multiply times per week and have purchased something of a brand after reading the agency’s blog.

The Executive marketing survey polled in 2021 says that 20% of marketing leaders described blogs as one of their primary channels for reaching their goals.

Blogging has lingered and for a reason. Aside from providing consumer engagement and potentially conversion, blogs also provide a major key asset to your website or online pages: search discoverability.

Moreover, sites with robust blogs have more search potential and can implement SEO strategies much easier than sites that don’t.

Think about this like this. If a prospective client wants to hire a virtual accountant, and your firm’s site has a blog post that highlights tax or tips or strategies your accountants use, this person might find your post or website via Google Search, read your post and explore your website, and then decide that they want to contact you for a consultation or accounting assistance.

Conclusion

To sum up, what we’ve said, the biggest trends in 2022 go towards automation, social media, and increasing personalization through the use of data. Now is the time to change your strategies and team makeup to make the most of these guides and start building more sales.

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