5 Local Marketing Trends to Watch in 2022

Jan 13, 2022

Top 5 Local Marketing Trends of 2022

 

What will be the biggest stories when it comes to local marketing in 2022?  Nobody knows for sure, but we do know there are five important tactics local businesses need to be aware of in order to reach more parents this year.

TREND #1:SHORT-FORM VIDEO

Short-form video may have become popular on TikTok but it’s everywhere these days.  15, 30, or 60-second video clips are found on Instagram and Facebook Reels, YouTube Shorts, even on Google Business Profiles.  

This video format has never been more trendy for marketers of all sizes.  And while local businesses don’t have to embrace this channel to be successful, the low usage among local marketers means a big opportunity for increased reach and engagement for those that give it a try.

TO DO - create a few Facebook or Instagram Reels, then post the videos to your Google Business Profile as well (as long as they're 30 seconds or less).  Compare your reach and engagement to that of normal posts.  

TREND #2: FIRST-PARTY DATA

First-party data is the information that a business collects directly from a lead or customer and owns as a marketing asset - think email addresses, phone numbers, physical addresses.  

There’s been a big push towards increasing privacy within marketing over the past year, and it doesn’t seem to be slowing.  Relying on third-party platform data like social media followers leaves you at the mercy of other companies to broadcast your message and reach your audience.  

In 2022 it’s increasingly critical to maintain control of your customer information have a plan in place to gather more first-party data for your local business.

TO DO - think about ways to supercharge your list-building process.  Introduce a lead magnet or other juicy content to encourage potential leads or customers to provide an email address or phone number.

TREND #3: SOCIAL SUPPORT

It’s good to provide a variety of options for parents to reach out to your business.  One avenue that’s gaining popularity in 2022?  Social media.  Again, it’s not critical for local businesses to master social media customer service but because many aren’t doing it, there’s a big opportunity to take the lead.  

TO DO - think about whether you have the resources in place to promptly respond to Facebook and Instagram messages that come into your business and if it makes sense for you.  

Learn more about the native auto-response capabilities on Facebook to remove the burden of rapid replies while still providing the customer support parents are looking for.

TREND #4: REVIEWS

Customer reviews have always been an important part of marketing but in 2022, they’ll become even more crucial.  A recent survey commissioned by Yelp found that 75% of people reading reviews say they’re reading more than ever before.  Reviews are no longer a nice addition to your local marketing strategy, they are a must-have.

TO DO - be sure you have a plan in place to consistently generate online reviews for your business, to respond to those reviews (especially the negative ones), and to utilize those reviews in other areas of your marketing strategy.

TREND #5: MARKETING AUTOMATION

Ever wish parts of your business would run on autopilot without your assistance?  That’s what marketing automation can do.  Many larger organizations have automated all sorts of processes in their businesses for years but in 2022, it’s time for local businesses to jump on the automation bandwagon.  

There are so many low-priced or free tech solutions to automate everything in your business from email list building (ahem, remember trend #2 we just discussed?) to sales or even review management (trend #4 ringing any bells?).  

TO DO - think about an area in your business that could really benefit from automation - list building, sales, reviews?  Consider what tools you already have (email service provider, CRM system, website builder, social media tools) that can function in this way.  

If you’re ready to reach more parents and really scale your business in 2022, keep these five trends in mind as you’re putting your plans in place and outlining your yearly goals.  

Need help implementing something new in your local business in 2022?  Check out the additional resources from Local Marketer below or just reply to this email and let us know what you need.  We’d love to see if we can help.

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