10 Trends for Crushing Your Lead and Sales Goals in 2022!

Picture this, the year is 2022. Facebook changed its name to Meta, TikTok captured the youths’ heart, and people are glued to their connected TVs. There’s a phone glued to hands, iPads propped up with a YouTube video starting, and Hulu, on the TV, has a “choose your own ad” video selection up. In 2022, digital marketing is everywhere, and as a business owner or marketing specialist, you need to know “what’s up” and “what’s good.”

For this reason alone I created the 2022 Digital Marketing Trends. The information below is based on the digital marketing industry, actual realizations gleaned from HBT Digital Consulting’s digital marketing campaigns, and my opinions. Take ‘em or leave ‘em at your own peril, but if one leads you to success, thank me by becoming an HBT Digital client, or recommending the firm. We appreciate you.

HBT Digital Consulting - 2022 Digital Marketing Trends

2022 Digital Marketing Trends

  1. Video Marketing Continues to be Huge
    • More than 100 million people watch Facebook videos everyday. There’s a huge opportunity here, but make sure your videos are engaging and fun. Try to convey your “big idea/”promotion” in the first 5 seconds. Most people won’t stick around for much longer.
  2. Be Seen with SMS Campaigns
    • If you collect phone numbers on your forms, or capture that info after a sale, you can market them with text messages for other promotions. Make sure that the individuals have consented; one online SMS service we like is Slick Text. Did you know more than 98% of all text messages are opened and read?
  3. Google Search Ads Are More Expensive
    • Competition can push you to be great, it can also cause your Google Search Ads to cost more. 2021 was a record year of profits for Google, and that’s no coincidence. We recommend that all businesses use Google Ads, but when more do, there are more people bidding on specific keywords. Thus, the price goes up.
  4. Facebook Audiences Should be Refined
    • As a social media advertising agency, we “live, laugh, and love” our Facebook Audiences. This is where all ad targeting should begin; familiarize yourself with the custom audiences you can build. We love targeting specific people that have been to our websites, people that have watched a percentage of our videos, or have engaged with us on Facebook/Instagram. Audiences are our date to the prom!
  5. Remarketing Is King
    • If you like someone, you wouldn’t just take them on one date. Same with “remarketing” audiences; they’ve bought from you, or have been to your site, or followed your Instagram page. Keep reaching out to them via ads, and guide them down the marketing funnel.
  6. Programmatic – When Google Isn’t Enough
    • Think of Programmatic as getting your advertising content in front of people watching connected TVs (Hulu), those on specific mobile apps, and display ads on thousands of sites outside of Google Display Network partners. Dialing in your target audiences is pretty easy, and there are a variety of partners you can work with. There are DIY services (like Facebook Ads manager) or even programmatic agencies that can help (with larger budgets). It’s worth a conversation for your business if branding/awareness are your goals. Not the best for conversions, unless your product or offer is great!
  7. Blogging Can Take You to the Top
    • Search engine optimization remains necessary for those that are playing the “business” game for the long-term. It should be a goal of yours to rank high in search engines for specific keywords. And why wouldn’t you want this free traffic? Blogging is a great way to be a subject matter expert in your field, and also for search engines to index your content. Spend some effort, and dollars, here if you can. Get that traffic!
  8. Tracking Remains of the Utmost Importance
    • You’ll be in serious trouble if you can’t tell your boss, or your life partner, how you got your lead, sale, or business. Track with pixels (e.g. Facebook, Google, or LinkedIn) and manage with Google Tag Manager (recommend!). Track for audience insights too! Track so much that you can’t stop about tracking. Track. Track. Track.
  9. Testing Different Marketing Channels Is Necessary 
    • How do you know one channel (e.g. TikTok) will or won’t perform better than another? Maybe your content (blog or video) plays better on Instagram than Facebook. You need to try different marketing channels, and while we’re at it, change up your photo/video ads – people get tired of repeated content! You can check your “Ad Frequency” if you don’t know how many unique individuals have seen your content.
  10. Create Killer Marketing Creative
    • Self explanatory – keep your content interesting!

I hope that the information above helps guide your 2022 digital marketing efforts. If I’ve learned nothing else from managing over $1 million on Google and Facebook Ads, it’s that your business’ marketing will continually evolve over the months and years. Track what works, ask your customers for feedback, and never stop improving.

Here’s to success in the new year!

RJ Huebert
RJ Huebert is the founder and managing principal of HBT Digital Consulting, a Pittsburgh-based business. A digital marketing professional, he specializes in search engine and social media marketing for B-to-C companies looking for lead generation and online optimization. He is also the co-race director for three Tampa Bay 5K events called The Great Mother’s Day Race, The Great Father’s Day Race, and The Great Gay 5K. The races have had over 12,000 participants and have raised over $7,000 for local charities since 2012. Previously, RJ was the marketing director for a world-wide market research firm, and has held management roles in verticals including healthcare, banking, and for-profit education. Helping local business succeed online is his daily passion, launching 5K events gives him joy, and contributing to the Pittsburgh business scene inspires him. RJ earned his Bachelor of Arts from the University of Pittsburgh and Master of Arts from the University of South Florida, focusing on Strategic Communication Management. Currently, he sits on the American Marketing Association Board of Directors - Pittsburgh Chapter. He resides in Pittsburgh, PA with his wife Taylor, chocolate Lab Coco, and a Jack Russel Terrier named Rosie.