A new year brings a renewed sense of ambition for businesses. However, research from DocuSign shows that 50 per cent of business owners feel concerned about the future growth of their business. Andrea Dixon, Senior Marketing Director, DocuSign Asia-Pacific and Japan, shares her insights into top marketing tips that will help small businesses see growth despite the ongoing challenges.
New year, better business: Learning from 2021 marketing mistakes
The past year has already dealt small businesses a difficult hand, with labour shortages, the uncertainty of cash flow, and supply chain disruptions.
So how can businesses, particularly small businesses, make 2022 a more successful year than the last amongst so much uncertainty?
These are the three top marketing tips for businesses who want to shine in 2022:
#1: Content will retain a regal status
Rolling lockdowns caused by COVID-19 had us scrolling our phones, tablets and laptops at record rates – a trend we see no sign of slowing. Our appetite for content continues to grow, which presents a unique opportunity to adapt, try new things, test and learn.
Content remains king (or queen) and is a key business growth driver.
Research shows that 94 per cent of content marketers use social media as a distribution channel for their content. Content is a significant driver of growth for 63 per cent of small businesses, so it’s important to get it right.
A well-rounded approach to content on your website makes a significant difference to the overall customer experience, offering valuable information and building trust with your customer. It gives your business a story and lets consumers know what you stand for. Whether it’s blogs, videos or photography, content offers consumers an insight into your brand whilst opening a space to display thought leadership and purposeful advertising.
But content offers more than the ability to carve a unique brand message. It also impacts how your business ranks in search results, helping grow website traffic and sales. The use of headings, subheadings and keywords within your content are some of the ways you can boost your search engine listing and drive organic growth. In terms of keywords, it is important to choose words that your customer will be searching for.
When it comes to your social channels, creating relatable, fun and creative content that resonates with your audience will drive engagement and shares. It will help lead to audience growth and customer acquisition.
Think outside the box, and don’t be afraid to try new things – like having influencers tell your story. You get an already engaged audience, fresh new content for your channels and an advocate for your business, all in one.
#2: Short-form video is changing the game
Last year saw the rise of short-form video, which looks to grow even more so in the marketing space this year. Research highlights that 89 per cent of global marketers plan to continue or increase their investment in short-form video.
Adding short-form video to your content catalogue can seem like an intimidating prospect. But technology like TikTok and Instagram Reels allows for a user-friendly starting point.
Videos are a powerful tool for helping consumers understand your product, with almost all marketers (97 per cent) believing so. Content can exist in multiple places on your social channels. For example, video is becoming commonplace on stories, social feeds and even an emerging way to display products on your website.
Though TikTok and Instagram Reels offer a great starting point, use this as an opportunity to get creative. Short-form video content has become so much more than the standard video format. Brands are being experimental, using animations and stop motion to incorporate different mediums into their content catalogue.
Changing the style of videos can articulate the essence of your brand, offering a unique opportunity to stand out from your competitors.
#3: Social responsibility matters
More consumers are now holding brands to account. Research shows that over half of consumers (55 per cent) are willing to pay more for products and services from companies committed to positive social and environmental causes. Doing good could be as simple as going paperless by using e-signatures or introducing digital collaborative tools to help reduce your footprint.
Marketers are following this shift. A recent survey shows that 45 per cent of marketers plan to increase their investment in social responsibility this year. The focus on doing good empowers employees to be vocal about the issues that matter, aiding them to enact meaningful change with the backing of your business.
At DocuSign, this is an important part of the culture, with employees encouraged to take up to 24 hours of paid leave each year to volunteer. Not only does this contribute to the wellbeing of your employees, but it also contributes to doing better for the world around you.
Companies can use their social media channels to highlight causes close to the hearts of their employees. This will showcase your brand’s values and give a voice to those who deserve amplification.
A brighter 2022
While the last few years have been turbulent, following these marketing insights in 2022 will give small businesses the upper hand in future planning whilst revolutionising the customer experience.
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