Is Change on the Horizon for Marketing?

All kinds of marketing really had to make a shift in the past 18 months. People were staying closer to home, were online more than ever, and were sitting on the couch in front of the television more than anyone would care to admit. Shopping closer to home was happening more, and the mom and pop small businesses were reaping some benefits. There are some key opportunities and challenges for businesses when it comes to marketing lurking in the upcoming year. Below we will discuss some marketing trends that should be considered for 2022. If any of these seem challenging, let’s tackle them together!

Double Down on Digital

Digital advertising is predicted to boom in 2022. This really shouldn’t surprise anyone though. According to GroupM, the amount spent on advertising to support ecommerce will increase 66% in 2022, while Zenith predicts digital channels will amount to more than 60% of global ad spend for the first time next year. 

The Internet is just going to keep growing. Digital communication is never going away. Online networks are where people spend their free time. The Internet is where people shop. It is where people communicate and it is where people research. Use the Internet and digital communications to their fullest potential in 2022.

Keep Going With Short Videos

Short videos are still going strong on social media and are predicted to continue this route in 2022. Instagram reels and TikTok are just two examples of where short videos come from. These short videos take no time to view and are widely shared. If there is a way to utilize a short video format for a product, business, promotion or spotlight, do it! Video is so powerful!

But don’t skim on the longer length, feature feel videos. IGTV and any YouTube content is still wonderful. Video overall is just great!

Customer Retention Matters

We talked previously about generational groupings for the purpose of marketing and how it may or may not help when it comes to getting to know your target audience. Beyond just figuring out who the target audience is and how to sell to them/acquire their business, businesses will need to rethink their ways of retaining customers. Competition in the digital market is likely going to become fiercer, only making it hard for a business to grab any attention. This is why the thinking around the customer needs to do a 180. 

Educating customers on why they need your product or service should always be top priority. Think of it in terms of someone who couldn’t possibly live their life without this product. Educate them on why this product is vital to own or use and why your product is better than the competition. Make it all about the customer’s feelings instead of the business. 

The hard sell is going by the wayside. People are just over it. They don’t want to be bothered by gimmicks or “tricks of the trade” anymore. There is not enough time in the day for that. People either know what they want, who they want to buy it from and just make the purchase. Or they research, usually online, but also through friends and family, and take the time to seek out which business should earn their loyalty. Redirect typical hard selling strategies to making sure current customers stay customers for the long run.

Own Your Customers

Ok, no, you don’t really own them, but you need to own how you can contact them. While social media has so many benefits, those networks could go down at any moment. That could mean losing a HUGE database of potential customers, current customers and past customers. Converting those people to your own database takes time and effort but it is worth it. Doing so allows you to be able to ensure the message you want to get to them can (think email marketing and newsletters). Additionally, you will be able to shine outside of where all of the competitors also live. Don’t get lost in the newsfeeds. 

Ask For Help

If there is one thing that always reigns true in this industry, it is that change is always happening. We are used to it and stay on top of it as best we can. But that is our job. And that is why it is important to ask our True Fit Marketing team for help with your marketing strategy for 2022. It isn’t too late to rethink what you’ve been doing and analyze what did and did not work. And it is great to make changes. Ask for help with your marketing efforts because it is important that you focus on other aspects of your business as well.

True Fit Marketing has been recognized as a 2021 Top 30 Best Branding Agency in Pennsylvania by DesignRush.

True Fit Marketing has been recognized as a 2021 Top 30 Best Branding Agency in Pennsylvania by DesignRush. 

DesignRush is a B2B marketplace that connects brands with professional full-service agencies, web design companies, digital marketing firms, and top technology companies.

Their platform lists over 9,300 agencies from over 50 different countries and is consulted by thousands of decision-makers looking to start a project.

“We are so excited to be honored with this award,” said Owner Arlea Hoffman. “Our goal is to build a brand that lasts as long as a business. We will always be a partner with our clients, so this award is for them as well. We work together to meet desires, wants and needs in an industry that is ever changing. Branding is a top priority for a business so it is important that we are on top of our game with knowing what is happening in the branding world. Special thanks to DesignRush for bringing together agency professionals and leaders to learn and collaborate with.”

True Fit Marketing is a full-service marketing advocacy firm powered by technology and grounded with foundational marketing. The agency has grown immensely over the past two years. From clients to staff, they are proud of their growth and the growth in the region. 

True Fit Marketing has been recognized as a Top Web Design Company in Pennsylvania in 2021 by DesignRush

True Fit Marketing has been recognized as a Top Web Design Company in Pennsylvania in 2021 by DesignRush.

“Awards are so exciting to receive, but this award and the previous Top Branding Agency in Pennsylvania award are true top honors,” said True Fit Marketing owner, Arlea Hoffman. “A website is one of the most important parts of marketing, branding, and doing business so we are grateful that we have been recognized as a top web design company.” 

DesignRush is a B2B marketplace that connects brands with professional full-service agencies, web design companies, digital marketing firms, and top technology companies.

Their platform lists over 9,300 agencies from over 50 different countries and is consulted by thousands of decision-makers looking to start a project.

True Fit Marketing® is a full-service marketing advocacy firm powered by technology and grounded with foundational marketing. Simple. Authentic. Unique. Marketing that Fits. Naturally.

 

Should My Business Use Facebook’s Wi-Fi Service For My Customers?

Facebook’s new Wi-Fi feature allows users to obtain Internet access for when they are physically in a participating business’s location. From restaurants to coffee shops, boutiques and car dealerships, having the Internet at a customer’s fingertips can be a big selling point! But you may be asking yourself what is the difference between this and us, the business, just giving customers the guest password to our current Internet? And is this even safe for our customers and my business? 

What is Facebook Wi-Fi?

Facebook is now offering businesses the opportunity to allow customers to have Internet access in exchange for checking into a business on it’s website. So instead of setting up your own customer Wi-Fi access at your business, you can outsource this service to Facebook. 

Is Facebook’s Wi-Fi Free?

Yes and no. Creating a Facebook business Page is free, but obtaining the routers and mobile devices is not. The service, once set-up at your business, is free to use for everyone gaining access. 

There are some loopholes business owners have to control people from just using your table space as their private work space all day. Facebook business Page admins have authority over how long a person in your physical location has Wi-Fi access. The session length is set to 5 hours, but you can make it less or higher. From there, how someone obtains Internet access is up to you or them. You can include all of this information in your own Terms of Agreement wording on your business Page dealing with the Wi-Fi service. 

What Do I Need to Set Up Facebook’s Wi-Fi?

There are a couple of things you will need prior to having Facebook’s free Wi-Fi service up and running. The first is a business Page on Facebook with a physical address listed in the Page Info. You will also need to be the administrator, or at least have administrator access, to this business page.

Additionally you will need a Facebook Wi-Fi compatible router and a mobile phone. 

From there, set-up is relatively easy. Follow the instructions provided by Facebook to finalize the service.

There are some benefits to business owners for having Facebook’s Wi-Fi service available to their customers. Why Should I Use Facebook Wi-Fi for My Business?

There are some benefits to business owners for having Facebook’s Wi-Fi service available to their customers. 

  • Since customers will have to check-in to your business to obtain the free access from their personal Facebook profile, their friends, family, whoever on Facebook will see where they are. However, browser landing pages will include a link that people can use to skip the check-in process and they can enter a code instead. This is a nice alternative for users who do not prefer to use the check-in method so their profile and location are kept private.
  • Businesses can potentially receive more likes from customers using the free Facebook Wi-Fi service simply because they are already on Facebook, at your location and may just hit the like button because of the free service. This isn’t guaranteed though.
  • Businesses gain access to real-time demographic data of users on the Facebook Wi-Fi such as age, gender, and interests of customers. This could be valuable information when it comes to selling to certain demographics.
  • Participating businesses will be listed in Facebook’s Wi-Fi directory which could potentially help bring a customer to your business instead of another one that doesn’t offer this free service.
  • No more changing the guest Internet service password constantly to try to avoid hackers and spammers from entering your system.

Is This Service Safe?

Being on the Internet comes with safety concerns. Being on a personal device on a network that is not secure is also a major concern. Privacy is always a top priority for Facebook, so that is why they allow the code check-in option versus the traditional check-in option. However, the Find Wi-Fi feature on Facebook requires users to enable Location services on their device. This feature has to be turned to “always on” which seems to be a major concern for many users. Facebook has said that through their design of this service, once a user checks in on Facebook, through Facebook Wi-Fi, Facebook then hands the user back to the router and completely steps out of the picture. This means that any Internet browsing done once on Facebook’s Wi-Fi is completely outside of Facebook’s network. 

So while Facebook is washing their hands of eagle eyeing everything you do on their Wi-Fi connection, that doesn’t mean the connection at the business is providing a secure connection. We recommend all users and businesses to use your best judgement when using free Wi-Fi services and research using a VPN if using Internet like this is something you do often. 

Take it for what it is worth. Free Internet is free Internet. But in the long run, businesses will need to consider many factors before jumping on this bandwagon. Plus, let’s think about just how many times you have been talking to someone about a particular product, then jump on Facebook and BAM! There is that product advertised on your Facebook wall. More times than you’d like we are sure. Whether this is a way for Facebook to track your customer’s interests better or see where in the world your business and customers are, who knows, but free Wi-Fi is free Wi-Fi to a lot of people.

A Website Isn’t a Business Expense – It is a Business Investment

The main purpose of a website for your business should be to turn website visitors into customers, otherwise known as conversion. We live in a digital world where people no longer pick up the Yellow Pages to search for information on a business. Instead, they go to their computer or mobile device and perform a search on a search engine, like Google, to find what they are looking for. The customer is then tracked as they search through thousands upon thousands of results on their screen, choosing the right website to visit to eagerly find what they are looking for. Hopefully it is your website. And hopefully they purchase your product or service. But if you don’t have a website, you are missing out on potential business opportunities and immediate sales. Here is why a website isn’t a business expense but instead, a business investment and why you need a web presence.

The Bare Minimum of an Online Presence

According to the eCommerce Foundation, 88% of consumers will research product information before they make a purchase online or in the store. That research is happening on the Internet. It doesn’t matter if your business is a huge company with hundreds of employees and a storefront, or if you are a small one person gig operating out of your garage. A website is necessary for all businesses and should be tailored specifically to your business and your customer’s needs. If you don’t have a website, potential customers won’t be able to find your business, products and/or service and you won’t be taken seriously. It is as simple as that in today’s world. Unfortunately you could have the best product in all the land, but if people can’t find your website online, you just don’t seem legitimate. 

At the bare minimum, a business should have a website and a social media presence online. It doesn’t have to be all of the social media networks. We suggest starting with Facebook because it is still the largest and most powerful network for most businesses, and Google My Business, because it has Google power, and going from there. 

Your Website Sells for You

Let your website be the backbone of your online presence. It will be online 24/7, weekends, holidays and when you are sleeping and others are awake. When you are sharing information, whether it be a social media post or an email to your potential customers/current customers, you’ll just send them to your website (the backbone). With every advertisement piece that you create, send them to your website. Drive the consumer to your website and let your website do the selling.

If your business is one that sells a physical product, then an eCommerce website would be a great fit so that you can sell 24/7. If you are a service provider, then a website that describes your services, how a potential customer can benefit from them and how someone can contact you to obtain those services, that would be perfect. 

No matter what you are selling, always have a way for customers to contact you and for them to provide you with their information. Just because they visit your website but don’t make a purchase today doesn’t mean they won’t return tomorrow after you send an email and buy something else!

A Website is a Great Marketing Tool

We’ve already mentioned that with a website, you can sell your products and services around-the-clock. You don’t have to be actively engaging with leads on a constant basis because they are able to get the information they need from your website. But your website itself can accomplish many marketing strategies to help your business grow even more. With a website, you can accomplish other low cost marketing possibilities like search engine optimization, search engine marketing and email marketing, just to name a few big ones. Your website is the perfect place to guide your email subscribers to when you want them to learn more about a product or even make a purchase.

Additionally, by researching something on the Internet before making a purchase, your potential clients are going to see reviews and ratings. Your website can serve as a platform to share the good reviews and fix the bad ones. 

Get Help from the Website Experts

There are many websites that allow you to use their platforms to build a website, but most business owners will tell you that those were fine in the beginning. They will also likely tell you that after working with professionals, they now have a website built to their own business goals and it is much better! Go straight to the experts for website design help. From the ground up or somewhere in the middle, True Fit Marketing can help you out when it comes to ensuring your website is optimized for your business goals.