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5 Tactics to Add to Your 2022 Marketing Strategy

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5 Tactics to Add to Your 2022 Marketing Strategy


Are you curious to see if we mention the metaverse in this article?

The question marketers are asking themselves, as Gucci and Nike create digital products, is if the metaverse needs to be part of their 2022 marketing strategy.

The answer is no. That’s not a permanent no (who knows what Zuckerberg has up his sleeve), but for now—you don’t need to figure out how to create funnels in the metaverse.

There are a few marketing strategies you can focus on before that…

And come back to the metaverse later.

These strategies are designed for the 2022 marketer, the one who wants:

  1. Organic reach (like it’s 2015 again)
  2. Ownership over their data (ahem, iOS 14…)
  3. Spend less, and make more

Here are the 5 tactics these marketers are using in 2022.

#1: Use Twitter for Organic Reach

Organic reach is dead on social media, right? That’s not what Twitter has to say (although they will make sure to say it in less than 280 characters). Twitter is a megaphone to reach your audience these days. If TikTok was the social platform of 2019 and 2020, Twitter is the platform of 2021 and 2022.

You don’t need to boost your tweet or add 30 hashtags per post to get attention. You just need to publish content your ideal audience member cares about…and they’ll find you. People are growing 30,000+ audiences on Twitter ORGANICALLY in a few months. 

Here’s their strategy:

  1. Tweet daily.
  2. Post 2-3x threads per week.
  3. Reply to well-known profiles in your industry with thoughtful responses.

Don’t let this opportunity for organic reach pass you by. Start tweeting today.

#2: Upgrade Your Email Content to Version 2.0

Say goodbye to the days of writing a “meh” newsletter and not caring that your open rate is less than 5%. With less organic reach on social media platforms (except for Twitter!) and the need to move your audience from social to an owned platform—your email content can’t suck anymore.

It has to be genuinely interesting to your audience. A curated list of resources probably isn’t cutting it. You need much more than that in Version 2.0 of your email content. Find ways to teach and entertain your audience through emails to get them to subscribe, and most importantly, keep them opening your emails.

Because what’s a 100,000 person email list with a 1% open rate? You worked hard to get 100,000 subscribers, and you only get to reach 1,000? Sounds like a bad deal.

Here’s how to update your email content in 2022:

  1. Ask your audience what they want you to send them (give them specific options and a place to leave their own ideas).
  2. Make sure your email content passes the 2-Point Audit:
    1. Is it entertaining?
    2. Is it educating them?
  3. Be consistent; show up in their inbox in the cadence you promised when they subscribed.

Unless you own Facebook, Google, TikTok, or Twitter—you need to own your audience in 2022. Start writing emails that your customer avatar actually cares about reading.

#3: Turn Your Email List into Market Research

First-party data might be the marketing term of the year. With the infamous iOS 14 privacy updates, first-party data became a necessity in every business and marketer’s plans. And, that’s a good thing. We shouldn’t be relying so much on social platforms to share their information with us.

That’s a fragile way to build a business and marketing strategy. The antifragile option is to turn your email list into your market research. Get your own data on what your subscribers are interested in and tag them so you can promote specific products in the future.

Here’s how to turn your email list into market research:

  1. Add tags to links in your content to see which subscribers are interested in what topics, products, or services.
  2. Ask your subscribers questions like:
    1. What products do you want to see more of from us?
    2. Why haven’t you bought our products yet?
    3. What topics do you want us to cover in our newsletter?
    4. What sounds like a great Black Friday deal to you?

Your subscribers are hot leads, which makes them the perfect people to use in market research. Don’t let them sit stagnantly—ask them what they want from your business.

#4: Put Your Affiliate Program to Work

You might have an affiliate program or have had “Create affiliate program” on your to-do list all year. Well, the time is now. More people are tapping into their inner influencer, regardless of having 50 followers or 100,0000, to share what they love with their friends, family, and online audience.

Brand ambassadors are the last stage of the Customer Value Journey for a reason—people want to share what is making them happy. Do you know what people love more than sharing their favorite products with people they love? Getting money for it. 

Affiliate programs are tricky. It’s easy to get one started and harder to make it successful.

Answer these questions to put your affiliate program to work (so it actually brings in an ROI):

  1. What do your customers want in return for referrals?
  2. What can you afford to give per referred customer?
  3. Can someone on your team market your program?

The last question is crucial. Make somebody accountable for the success of your affiliate program, so you know it’s getting the focus it deserves. 

#5: Add Automated Messaging on Instagram

Zuckerberg sent us all a gift this year with automated messaging finally becoming allowed on Instagram. With automated messaging, your audience can get their questions answered without you needing to check your DMs every 15 minutes.

Better yet, you can segment that audience to know who’s interested in what…so you have even more first-party data to work with.

Here’s what automated messaging looks like on Instagram:

​​

Or, you could use automated messaging to turn your audience into affiliates (here’s what that looks like with ManyChat): 

2022 Marketing Isn’t 2021 Marketing

2022 Marketing Isn’t 2021 Marketing

If you use the same marketing strategy in 2022 as you did in 2022—you’re not doing it right. You’re leaving views, engagement, subscribers, and money on the table, and there’s just no need to do that. 

These 5 tactics are ideal for marketers who aren’t trying to burn their current strategy to the ground and start over. These are for the marketers who want to build on top of what they’re already doing, own their audience (and data!), and get more automation in their lives.

Which of these 5 tactics will you start with?

  1. Use Twitter for Organic Reach
  2. Upgrade Your Email Content to Version 2.0
  3. Turn Your Email List into Market Research
  4. Put Your Affiliate Program to Work
  5. Add Automated Messaging on Instagram

Just like you, we’re wondering how 2022 marketing will play out and what strategies will end up being the biggest revenue generators in a year from now.

To stay on top of what marketers are doing to get ROI, join DigitalMarketer Lab to access to Workshops, Insider Trainings, and Playbooks from the world’s top marketers.

You’ll also get access to our community of 10,000+ brilliant marketers.

See what’s inside DigitalMarketer Lab here.



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When Your SEO Competitors Don’t Match What You Know

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When Your SEO Competitors Don't Match What You Know


You know your competitors, and you’re not going to let some damned SEO tool tell you different!

Hey, I’ll give you the first part, but there are a lot of reasons that the results from a tool like True Competitor might not match your expectations, and that could be a good thing.

I’m going to dig into five of those reasons:

  1. You’re living in the past

  2. You’ve hit a brick wall

  3. You can’t see the trees

  4. You’re stuck in one tree

  5. We’re just plain wrong

First, the toughest one to hear — the world is changing, and you’re not changing with it.

1. You’re living in the past

Look, I know Big Wally at Big Wally’s Widget World said your Grandma’s meatloaf was “just okay, I guess” at the church potluck in ‘87, but you need to move on. Even if you’re not quite-so-literally stuck in the past, you may be operating on an outdated sense of who your competitors are. Especially online, the competitive landscape can change quickly, and it’s worth re-evaluating from time to time.

2. You’ve hit a brick wall

Quite literally — you’ve run headlong into your own brick-and-mortar wall. As a business with physical locations, your competitors with physical locations are absolutely important, but from a search perspective, they may not represent who you’re actually competing with online.

Take, for example, McDonald’s — you might expect the competition to include Wendy’s, Burger King, Taco Bell, and other fast food chains with physical restaurants. Meanwhile, here are the second through fourth results from True Competitor:

While DoorDash, Grubhub, and Uber Eats don’t have traditional, physical locations, these are the places where McDonald’s online customers go to order, and they represent a significant amount of organic SERP real estate. From an SEO standpoint, this is reality.

3. You can’t see the trees

You can see the whole forest from where you’re standing, and that’s great, but are you missing the diversity and distinctiveness of the trees?

This is easier to show than tell. Let’s take a look at big box retailer, Target. True Competitor returns the following top three:

No big surprises here, and no one should be shocked that this list includes not only brick-and-mortar competitors, but online retail juggernauts like Amazon. Let’s take a deeper look, though (the following are competitors #8, #7, and #22 in our current data):

Target isn’t just up against the whole-forest, big box retailers — they also have to contend with niche competition. Their competitors in the video game space include not only brick-and-mortar retailers like GameStop, but competitor-partners like Sony and Nintendo (which both sell hardware and software directly online).

Not every grove of trees is going to have the same needs and growing conditions. Your competitive landscape could have dozens of ecosystems, and each of them requires unique research and likely a unique strategy.

4. You’re stuck in one tree

On the other hand, you could be stuck in just one tree. Let’s take Ford Motor Company as an example. Savvy marketers at Ford know they’re not just up against legacy automakers like Chevrolet and Toyota, but up-and-coming competitors like Tesla and Rivian.

That niche is incredibly important, but let’s take a look at what the SERPs are telling us:

These are Ford’s #1, #2, and #5 competitors, and they aren’t automakers — they’re automotive content producers. Does this mean that Chevy and Tesla aren’t Ford’s competitors? Of course not. It means that those automakers are infrequently appearing in SERPs alongside Ford. Ford is competing with mentions of their own products (makes and models) in leading online publications.

5. We’re just plain wrong

Hey, it happens — I’m not here to claim that we’re perfect. SERP-based competitive analysis has a couple of limitations. First, as discussed, SERP analysis doesn’t always reflect the brick-and-mortar world. From an SEO perspective, that’s fine (if they’re not ranking, we’re not competing with them for search share), but there are other essential pieces to the puzzle.

Second, our SERP-based analysis is based on national results and does not reflect regional or hyperlocal competition. Some regional businesses do have national competitors, and that’s worth knowing, but localized perspectives are important as well.

Maybe it’s a good thing…

What if a tool like True Competitor only returned information that you already knew? I guess you could pat yourself on the back and move on with life, but what did you learn? To me, the entire point of SERP-based competitive analysis is to challenge your expectations and your point of view. If the results don’t match what you expect, that mismatch represents opportunity.

More likely than not, it doesn’t mean you’re wrong (unless you’ve let vanity and personal history get the best of you) — it means that you’re missing a perspective or a niche that could be important. If you can see that missing perspective as money left on the table, then you’ve got a good chance to pick it up and walk away with a bit more in your pocket.


The Competitive Analysis Suite is now available to all Moz Pro customers, and we’d love to hear your feedback via the ‘Make a Suggestion’ button in the app.

Sign up for a free trial to access the Competitive Research Suite!

Already a Moz Pro customer? Log in now for instant access!



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How Full-Cycle Recruiting Can Improve Your Recruitment Process

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How Full-Cycle Recruiting Can Improve Your Recruitment Process


Job vacancies can cost a company an average of $500 per day.

Companies can save money, improve the quality of their hires, eliminate communication gaps, and increase accountability during the recruitment process by implementing a full-cycle recruitment strategy.

The full-cycle recruitment process is managed by a single full-cycle recruiter or full-cycle recruiting agency.

Full-Cycle Recruiting Process

full cycle recruitment process

The full-cycle recruiting process includes six stages: preparing, sourcing, screening, selecting, hiring, and onboarding.

Preparing

The first stage of the full-cycle recruiting process is the preparing stage. A recruiter will begin this stage by working with a hiring manager to identify a hiring need and create a persona — a fictionalized profile of your company’s ideal candidate.

During the next step of the preparing stage, the recruiter and hiring manager will determine how much compensation a candidate will be offered. This information will be used to create a job posting that includes an overview of the role, responsibilities, salary range, benefits, and information about the company.

Sourcing

After creating a persona and job posting, a recruiter will use word-of-mouth, internal recruiting, employee referrals, social media, job boards, or career websites such as LinkedIn and Glassdoor to find jobseekers that fit the ideal candidate persona.

Screening

After finding potential candidates, a recruiter will carefully review applicants’ resumes and cover letters with the help of HR software. Then, the recruiter will perform a phone screen or on-demand interview.

For most talent acquisition leaders, resume screening is the most time-consuming and challenging part of recruitment.

Selecting

After screening and shortlisting candidates, the recruiter will determine which candidate is the best fit for the role by conducting face-to-face or virtual interviews.

A recruiter will ask candidates in-depth questions to learn more about their professional background and qualifications during a face-to-face interview. The recruiter may also have candidates complete writing assignments or a series of tasks to prove they are a good choice for the position.

Once the recruiter selects the best candidate, they will check the candidate’s references or order a background check.

Hiring

The hiring stage is the most important of the process.

After choosing the best candidate for the role, the recruiter will contact the candidate with an official job offer and may have to negotiate the terms of the offer. The candidate may feel more comfortable receiving a job offer from the full-cycle recruiter rather than the hiring manager because the recruiter has been the candidate’s primary contact throughout the hiring process.

Onboarding

The final stage of the full-cycle recruiting process is the onboarding stage. During the onboarding stage of the process, a hire is integrated into the company. The full-cycle recruiter will familiarize the new hire with the company culture and team members using a welcoming orientation or introductory path.

1. Identify the ideal candidate for the role.

A candidate persona is a description of your ideal applicant. Creating a candidate persona will help your recruiter choose the best applicant for the role by honing in on the criteria that your ideal candidate should meet.

To create a persona, start by asking yourself questions about your ideal candidate to identify their skills, qualifications, experience, education, and background. For example, what industry do they currently work in? Do they hold the role that you are hiring for? What are their professional goals? What work environment do they thrive in?

Once you have answered the questions, interview managers at your business who would oversee your ideal candidate and ask about the skills that would help employees thrive in the role. Use the managers’ recommendations to help craft your ideal candidate’s persona.

2. Find potential candidates.

Create advertisements that target jobseekers who fit your ideal candidate persona. Post the advertisements to social media websites and job boards such as LinkedIn, Facebook, and Glassdoor to reach potential candidates searching for new positions.

You can also use promotions and transfers to recruit existing employees who may qualify for the position. Internal recruiting can help your company reduce onboarding time, boost morale, and save time and money.

3. Review candidates’ resumes and cover letters.

Use applicant tracking software (ATS) to scan applicants’ resumes and cover letters for criteria that matches your ideal candidate persona, such as education, years of experience, and previous job titles.

If you are reviewing resumes and cover letters manually, scan each resume for keywords that match the open position. Next, separate them into 3 categories: resumes that do not meet the criteria for the position, resumes that meet some of the criteria, and resumes that meet all of the criteria. Double-check the resumes in each category.

Place the candidates that are closest to your company’s ideal candidate persona on a shortlist.

4. Conduct face-to-face or virtual interviews with shortlisted candidates.

Interviewing shortlisted candidates can help you find the best fit for the job. By interviewing candidates, you can learn more about their experiences and qualifications, their potential to fit into your company culture, and their soft skills, such as how they perform under pressure.

Conducting standardized interviews can also help you view candidates objectively and prevent bias in the hiring process.

5. Contact the best candidate with an official job offer.

After conducting interviews, extend an official job offer to the best candidate. Indeed recommends contacting the candidate by phone the same day as their final interview or within one day of making your decision.

Benefits of Full-Cycle Recruiting

Full-cycle recruiting improves the efficiency of the hiring process in five key ways:

Faster Hiring

The full-cycle recruiting process reduces time-to-hire, making the recruitment process more efficient. Time-to-hire is a measure of the time between when a candidate enters the pipeline and when they are officially hired. A shortened time-to-hire reduces the risk of a company losing out on highly qualified candidates that may be simultaneously interviewing at other companies.

Streamlined Strategy

Using a full-cycle recruiting strategy streamlines the recruitment process. It eliminates delays caused by communication gaps because the process is handled by a single recruiter or agency that can construct a simple strategy and follow it through to the end.

Improved Quality of Hire

Quality of hire measures the value a new hire contributes to a company’s overall success. Improving the quality of hire increases employee engagement, improves job satisfaction and productivity levels, and decreases turnover costs.

A full-cycle recruiter implements a more personalized and thorough process than a traditional recruiter. As a result, full-cycle recruiting improves the quality of hire by precisely identifying the best candidate for a position.

Increased Accountability

Because one person manages the entire full-cycle recruiting process, all of the successes and failures of the process are their responsibility. The recruiter benefits from this responsibility because they can’t lose a candidate due to someone else’s mistakes.

Improved Communication

In full-cycle recruiting, candidates remain in communication with a single person throughout the hiring process. Therefore, the process alleviates any possible concerns a candidate may have about delays caused by miscommunication between hiring personnel.

Full-Cycle Recruiting Process Results

A well-executed full-cycle recruiting process will result in an employee who feels prepared on their first day. This is all thanks to a full-cycle recruiter who guided them through the recruitment process, maintained communication, and provided necessary information about the job position and the company.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy. 



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3 ways to dominate with Google Auction Insights and search intelligence

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3 ways to dominate with Google Auction Insights and search intelligence


While marketers have overcome many challenges in recent years, sadly, the second half of 2022 is poised to be very different from the first. Unprecedented macroeconomic factors such as high inflation, food and energy costs and the war in Ukraine are impacting our business.

Hiring is starting to slow down, and the pressure is on. There is a good chance that you’ll probably be asked to do more with less, as budgets may be prioritized and cut in certain areas. 

On the flip side, Google Search ad spend continues to rise. It’s the channel that is always on, the channel with the highest conversion rate and the channel that won’t go away.

This part of the marketing mix is reliable and constant, but are the campaigns delivering success? Are they contributing to sales? Contributing to leads?

Auction Insights is a powerful tool we’ve all come to use for understanding campaign performance against competitors. Search intelligence adds another layer of granularity to ensure you’re one step ahead of your competition.  

Join Ashley Fletcher, VP of Marketing at Adthena, in his informative SMX Advanced session to explore three easy search intelligence tactics that will help you dominate your competitive landscape. He also shares use-cases from L’Oreal and Avanti West Coast trains.  

After this session, you’ll be able to save time with competitive monitoring, track performance over time and see your competitor’s spend and ad copy. The presentation will help you use data to make better ad campaign decisions and dig into search intelligence to understand why certain ads are successful to ultimately dominate the competition.


About The Author

Adthena is the The Ultimate Search Intelligence Solution. It serves hundreds of the world’s largest advertisers through its patented “Whole Market View” technology. Updated daily and unrivaled, Adthena uses machine learning to help digital marketers understand their paid and organic search landscape and improve campaign performance. Processing over 10TB of new data, indexing 500 million adverts and 200 million keywords in 15 different languages every day, Adthena works with over 250 clients spread across 14 different business sectors ranging from retail, finance, travel and automotive. Our Solutions include: Partner Management, Strategic Benchmarking, Gap Analysis, Ad Copy Analysis and Brand Protection.



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