After a tumultuous two-year run in the Covid era, most marketers are looking forward to a bit of a return to normalcy in 2022 (hopefully). With events and face-to-face meetings moving online, we’ve all been forced to pivot a bit to get the most out of our marketing budgets. Here we take a look at five of the best ways to spend your marketing budget in 2022.

Account-Based Marketing

Focusing your marketing campaigns on a highly refined audience of your most sought-after accounts typically produces a higher ROI than casting a wide net. That is why ABM has become so popular. With a narrow audience, you’re able to personalize your content based on a variety of demographics and pain points while ensuring your budget is only being spent to reach those accounts with the most potential for profitability and longevity.

Micro-Digital Campaigns

A micro-digital campaign is an initiative that is short in duration while still employing a multi-channel approach. Typically, this will include a mix of blogging, organic social, paid social, Google ads, and email used to generate leads and awareness. These campaigns run between 2 and 12 weeks and are usually aimed at promoting one particular product or service to a highly refined audience.

Visual Content

Visual content such as videos, original images, graphics, and infographics dominate social media platforms. Increasing your investment in these types of media can significantly improve your digital footprint and give a boost to brand awareness. Not only is there an impact on your social pages, visual content can upgrade the look of your website pages, written blogs, and email copy. Video, in particular, has become a must-have for digital campaigns.

Webinars And Podcasts

Webinars and podcasts have largely replaced in-person events over the last two years, and their effectiveness ensures they are not going away any time soon. Hosting quarterly webinars gives you a chance to meet with a large group of prospects in a forum that allows for interaction, live demonstration, and q&a sessions. Podcasts are a bit less expensive to produce and can easily be turned into weekly series to educate and entertain your audience.

Social Media Advertising

The platforms you choose to advertise on will largely depend on where your target audience does its research and seeks out information. It is important to note that social ads are best used in conjunction with other tactics such as email, teleprospecting, and content marketing. You want to give your ads an adequate budget and time to start producing while realizing additional follow-up will need to be made on any leads you generate.

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