2022 is here! To help you develop a marketing strategy for a successful year, here are three trends you can leverage to build up your franchise in the coming year:
If your target audience is Gen Z or younger millennials, TikTok should be part of your franchise marketing strategy.
TikTok comprises short-form mobile videos from 15 to 60 seconds long, and most TikTok users are teenagers and young adults – the demographic that loves to try out new social media platforms as soon as they are available.
Many social media memes and trends come from TikTok, and marketers who employ the hottest trends can boost credibility with their audience. Applebees reported a 102% increase in quarterly sales last summer after country singer Walker Hayes’ song “Fancy Like” went viral on TikTok as fans tried to master the “Fancy Like” dance. The dance was featured in an Applebees commercial because the lyrics are about a date night at Applebees.
Since videos on the platform are short, video content creation is inexpensive. As a matter of fact, the more unpolished and “organic” a video feels, the better it performs on TikTok. The viral nature of the TikTok algorithm gives marketers an advantage in reaching key audiences and engagement. If the content appeals to the audience, engagement is likely to soar. Compared to other platforms, TikTok marketers can gain a significant following with a well-planned campaign that uses organic content to appeal to the app’s audience.
To launch a TikTok campaign, franchises should engage an agency with experience on the platform to help them:
- Start a branded channel
- Collaborate with influencers
- Start a hashtag challenge
- Run TikTok advertising
Artificial Intelligence (AI)
Voice search engine optimization, chatbots and natural language processing software are going to rule AI in 2022. For years, consumers have depended on typing their requests into Google or another search engine on the internet, but that has changed. Voice search engine optimization is the process that optimizes website pages to appear in voice searches. An estimated 40% of consumers have conducted voice searches using Alexa, Siri or Google Assistant. The increase in voice search strongly influences how web copy should be written.
For SEO purposes, you should use long-tail keywords (phrases of three to five words) and answer questions that people would ask out loud. For example, Culver’s might want to optimize for “What is Culver’s flavor of the day today?” Or Molly Maid may want to optimize for “How much does it cost to hire a house cleaner?”
Chatbots can both improve user experience and provide a company access to user data to better target marketing. Chatbots are a terrific alternative for millennial consumers, who do not like to make phone calls. Chatbots also are helpful in answering frequently asked questions from users. Additionally, natural language processing software uses AI to help computers understand and translate human language in the form of speech and text, which can help chatbots be more human-like.
AI allows brands to personalize advertising based on a user’s search habits. Deloitte’s “2022 Global Marketing Trends,” an annual report based on surveys of 11,500 consumers and more than 1,000 global executives, noted that personalization of ads will have to shift as platforms discontinue using third-party cookies because of privacy concerns. Instead, 61% of high-growth brands say they are focusing on gathering first-party data.
Deloitte also noted that brands have to be smart about personalization: 68% of consumers say getting alerts about sale items are helpful, while 11% say such alerts are creepy. However, only 26% say ads based on device listening are helpful, while 53% find them creepy.
Benefits of personal advertising include:
- More engagement and loyalty
- Less frustration from consumers
- Increase in conversions
Video & Long-form Content Marketing
Consumers are hungry for content, and franchises need to serve up lots of it – in video or written form.
Videos are easily absorbed by consumers and provide an effective vehicle for delivering marketing strategies. Ensuring your content is high-quality will affect how the consumer receives the information.
High-quality content is relevant, meaningful and thorough. It should leave a user feeling like they better understand the topic covered in the article or video. Franchises can produce content that educates users about their industry or trends in the industry, which demonstrates a brand’s expertise without being overtly salesy.
More than 70% of consumers have shared a brand’s videos and more than 50% say their online purchases are based on watching product videos. Sites with videos usually rank higher in Google search results because Google presumes that those sites are more compelling.
Long-form content allows you to go in-depth with the information your target audience wants or needs. Long-form content can take the form of blog interviews with industry experts, tutorials (which also could include a video), articles, case studies, white papers, forecasts about your industry and opinion pieces.
One of the biggest benefits of long-form content is the connection between it and SEO. Normally a post in Google’s Top 10 is more than 2,000 words; data suggest longer content is better. Search engines love long-form content because it shows authority and insight into your brand. Also, 70% of search queries now use long-tail keywords, and longer questions demand longer answers.
Other benefits of long-form content include:
- Better brand authority
- More shareability
- Extra conversions
- More opportunities to rank
Here’s to trying successful new marketing strategies in 2022!