What will be the most important marketing lever in 2022

Marketing your product or service requires creativity, consistency, and unyielding effort. A successful marketing campaign can establish and secure your company in the public eye moving forward – a dream for any executive. But marketing campaigns are intricate and expensive. Research, attention to detail, and knowledge of the industry are necessities for any company looking to devise a successful marketing campaign. It is an ever-changing endeavor as evidenced by the vice president of marketing for FastMed, Amrita Sahasrabudhe, “Take a risk and keep testing, because what works today won’t work tomorrow, but what worked yesterday may work again.”

Many companies utilize the concept of marketing levers to accomplish their marketing goals. The word lever in this concept is a metaphor for a physical handle one would pull to enact an action. When a company has an established marketing lever they are able to place resources or time into an effort which results in marketing growth. In an ideal world, a marketing lever is already known to generate positive results and the company can return to it at any point when they desire growth, though overuse of it may prove ineffective.

This begs the question, what will be the most important marketing lever in 2022? We connected with business executives to discover their answers.

Voice search results

Luca Capula is the CEO of Son of a Barista, a company that specializes in Italian coffee, coffee machines, and pods. He advises others to take advantage of the growing movement of getting your brand name out there through voice search results.

“The smartphone era is here to stay and more and more people are relying on virtual assistants to search for their phrase of choice. It’s common to see someone talk into their phone instead of typing something out. The reality of this trend is that the assistants do not display as many results as a traditional search engine would. Utilizing this reality would allow a company to be displayed more prominently online.”

Free trials or products

SoFlo Tutors is an online tutoring service for those preparing to sit the SAT or ACT. Their founder, Adam Shlomi, suggests that companies give potential customers and first-hand experience with their products through personal exposure.

“Sometimes a customer can be hesitant to make a purchase, especially online. This can be due to a lack of familiarity. A fantastic way to bring new or hesitant customers on board is to offer them the ability to try your product in some way. Software companies often run free trial periods while companies selling physical products will offer money-back guarantees if the customer does not like what they’ve purchased. Find creative ways to get your product in the hands of potential customers.”

Social networks

LifeGoal Investments is a company focused on confident and wise investment for its users. Their founder, Brett Sohns, believes that those looking to grow should utilize the opportunities available to them via social media marketing.

“Most of America and close to half the world now have a social media account of some form. That is a lot of potential customers. Marketing through these platforms should be a given for any company seeking growth. There are numerous platforms being used globally and the potential opportunities within them are endless. Traditional advertising, retargeting advertising, post-like advertising, and celebrity advertising are just some of the options available.

Involve your audience

Heather Pulier is the CEO of Outset Financial. They specialize in financial wellness through trusted insurance products. She recommends companies reach out to their existing clientele in an effort to open up new people to their company.

“Whether you’re an existing company or one just getting off the ground, having your information shared by existing users or customers is a tried and true way to spread the word about your company. Many businesses will offer incentives to existing customers to share a company link or information. For example, if a customer were to share a web link to five different people they may be rewarded with a discount code or gift card.”

Limited time or exclusive releases

Life Force is a healthcare company geared towards middle-aged people. Their founder, Joel Jackson, advises marketers to utilize some level of exclusivity when dealing with product or service availability.

“Fear of missing out is a legitimate feeling consumers experience with brands or merchandise. If a person has an interest in a product while believing there’s a chance they may not be able to secure said product, they’re more likely to have heightened desire. The same concept can be applied to accounts or information relating to a service. There’s a higher demand when the restriction is applied. Simply put, people want what they may not be able to have.”

Consumer reviews

Tim Harris is the CEO of Tim & Julie Harris Real Estate Coaching while Julie Harris is the Co-CEO and head of coaching. Their company offers real estate coaching and training to those of any skill level. Julie Harris suggests embracing and seeking personal reviews of one’s business.

“Reviews in the form of writing or electronic media have the ability to be impactful in two ways. First, potential customers are able to see that your product meets the expectations or needs of other people. This offers a level of confidence and reassurance. Second, when reviews are posted online, they increase the visibility of and foot traffic towards your business. Provided you’re offering a quality product, this is always a positive.”

The new year is rapidly approaching which will allow for many new opportunities and efforts related to marketing your company. As seen above, there are a variety of approaches that could prove useful. Depending on your industry, some may prove incredibly effective while others fall short of your goals. That should not dissuade you from trying something new. That new effort could result in the biggest increase in sales or grow your company has seen. Beth Comstock, the former CMO and vice chair at GE summed up the ideal approach to marketing, “Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.”