Relying on text-based content

You’d think that in 2022 marketing would be all over video content. But the reality is most teams are resistant to change and lack the creativity to push engaging content to their viewers.

Video doesn’t need to be pricey, most of the viral and most shared posts are shot on one camera, low budget and have that DIY feel that often gives a sense of trust and authenticity.

TikTok is becoming a key focus area for social media marketing teams because it can capture a viewer’s attention for a longer amount of time compared to static posts. From TikTok to Instagram reels, marketers need to focus on bite-sized content, content that’s a real feeling and looking even if there is a production team involved, the mobile phone aesthetic trumps studio-style content. Remember gen z’s attention span is relatively short, they don’t want to read the text they want bite-sized pieces of easy-to-digest content and there’s no better way to do that than by video.

Most common pushbacks: “We have a small team and we can’t stretch our budget to include video, there’s no money for this”.

This is a pushback most marketers will face when trying to push for a video-first content strategy. Firstly, the video doesn’t have to be expensive. There are lots of video editing and shooting courses that teams can go on.

• YouTube
• Udemy
• Skill Share

Ignoring live streaming in their content strategy

Live streaming is on the rise. You can see this by the recent push towards it on Instagram and Facebook, and YouTube attempts to take on TikTok.

It is one of the most effective engagement practices for brands today. Yet, so many businesses find reasons, not to do live streaming.

For example, a live stream about a production warehouse might sound boring to some, but every niche has an audience. The Bottom line is people like to be nosey and see what’s happening behind the scenes or see the personalities behind a brand. Last year consumers spent report, consumers spent around 548 billion hours streaming on mobile devices.

Live shopping is off when combined with an effective influencer marketing strategy. It has the potential customers to engage with influencers and your product/service whilst being able to purchase items during the live stream.

Ignoring the rise of UGC (User-generated content)

Did you know that consumers are 2.4 times more likely to trust user-generated content compared to content created by brands? It’s time to bring authenticity to your marketing strategy.

UGC can be achieved through customer competition by showing how they use a product or service, encouraging customers to share their tips directly to your audience is another great way of securing UGC.

The lack of interactive content published online

Interactive content is nothing new, all of us have engaged with them, often without realising it. Consumers are no longer engaging with static posts and passive consumption. They need content that grabs their

attention and pulls them in. They don’t want massive amounts of content, they want useful content that engages them and is sharable.

• Interactive infographics
• Quizzes
• Games
• Calculators
• Contests
• Assessments
• Interactive maps
• Training/How-to videos

A staggering 81% of marketers feel that attention-grabbing, high-impact content is more effective than static content. These types of content also help enhance the relationship between the customer and the brand. Whilst also increasing leads, engagement and brand loyalty.

Not using behavioural data

Marketers are renowned for being slow to integrate new ideas into their often rigid but elaborate marketing plans.

The truth is these plans often look great on paper, are designed to please and often over-promise. This means when there is a shift to new technology, such as Ai, their plans are not agile enough to factor in Ai tech.

Artificial intelligence is making huge strides in most sectors and will continue to blossom over the coming years. Marketers need to start leveraging AI methods such as data models, algorithms, and machine learning to get the bigger picture about their audience. With budgets being stripped harnessing Ai will lead to smarter

spending, enabling them to customise content and take personalisation to the next level. The rewards are simple,

• Better, more targeted ads
• Enhanced trend-spotting and predictions with behavioural analytics
• Stronger customer retention and loyalty
• Higher ROI

Ignoring the impact of social responsibility

Social responsibility is not a new trend, but there is a lack of brands outside of large corporations participating. What if I told you that social responsibility ranks highly in converting leads and sales?

76% more likely to trust that company

72% more likely to be loyal to that company

70% more likely to defend that company

72% more likely to forgive that company in the case of a misstep

Not focusing on consumer privacy

Privacy is a major concern to consumers, whilst GDPR helps here in Europe, it doesn’t remove privacy concerns. The rise in data breaches and cyberattacks has made consumers realise just how vulnerable their data is. Marketers can make sure these worries are allayed, by promoting the privacy practices of their organisation.

They can also go one step further by giving users/ customers full control of what information is stored. By empowering your user base you’ll also create a greater sense of trust with them.

Increasing data security and being vocal about them will make customers signing up for services, demos,   white papers, etc., more secure about doing so, without worrying about data leaks or identity theft software.

Focusing on new acquisitions

With budgets being slashed across the board, marketers need to be frugal in their search for revenue. A   recent report by McKinsey found that companies have slashed marketing budgets, with six of ten marketers reporting major cuts.

Due to this, a renewed focus on existing customers and clients is needed. Loyalty rewards and exclusive offers to your existing database will increase loyalty and sales. The power of your existing clients and customers should not be underestimated. The probability of selling to your existing customer base is between 60 – 70%, whilst selling to a new prospect is only 2-20%.

Focusing on retention and monetising your existing customer base is crucial yet many marketers give it little attention.

Relying on marketing plans

We touched on this earlier,  but it needs a paragraph or two. Most marketing plans are not fit for purpose,  they are often written with projection inaccuracies, and create additional pressures which can lead to a loss of initiative and drive.

They are created to have inbuilt inflexibilities and are often out of date the moment they are presented to the senior team or directors. This is because trends change, and world events happen such as COVID-19. Smaller plans that focus on a quarter rather than 12 months are more useful. My focus should also be put around micro goals that work towards the bigger picture, actionable and achievable should be a key theme in all plans.

Actionable Achievable Micro Goals