Every year, marketing soothsayers make their annual marketing trend predictions. Of course, some are better at this exercise than others, and some provide interesting yet far-fetched forecasts for the B2B market. I don’t claim to have any more or any less expertise than the next marketing professional, but here are the marketing trends that, in my opinion, have the most merit.

Artificial Intelligence

As global data collection continues to multiply, marketers will have increased opportunities to micro-target their efforts to provide consumers with personalized offerings.

As this blog details: AI Digital Marketing Trends You Should Follow in 2022 – WebDesignerDrops, AI impacts everything from SEO to chatbots to mobile marketing and marketing automation. As a result, B2B professional services need to pay particular attention to AI marketing trends as consumers use the same digital search methods to identify service providers as they do product searches.

Video Marketing

While video marketing has been around for several years, the practice has gone from “nice to have” to commonplace. Therefore, B2B companies should not shy away from providing short thought leadership and/or introductory videos that add personality to traditionally staid businesses like accounting and legal services.

Finances Online provide several interesting insights about consumer expectations and video trends: 14 Video Marketing Trends for 2021/2022: Latest Forecasts You Should Be Thinking About – Financesonline.com.

Spending Shifts to Mobile-First Strategy

Is your website mobile-friendly? If the answer is “no,” understand that consumers will NOT find you. Tech Price Crunch notes that 91% of global customers access the Internet via mobile and 61% conduct mobile searches on Google.

So, what does this mean for B2B businesses and their marketing strategies? First, embracing a mobile-first approach can enhance consumer engagement, reduce lead time, and provide a better user experience.

Original and Top-Quality Content

Many marketing pundits agree that producing quality content is a priority for businesses in 2022. But, as I’ve written in a previous blog, writing content for content’s sake won’t cut it in today’s market. Instead, it must be relevant and interesting (to the reader). What’s more, is that it is imperative that every business develop a strategy before writing content.

Check out the Content Marketing Institute’s insight report for further statistics and commentary on this topic. B2B Content Marketing Insights for 2022 [New Research] (contentmarketinginstitute.com)

Conclusion

While B2B businesses have a lot to consider for 2022, I recommend focusing on action vs. paralysis when marketing your business. Regardless of your industry, the competition is fierce. However, those companies that embrace digital marketing practices and invest in thoughtful strategies will experience positive results.

For more information about how YGL Enterprises can help your professional services firm reach its goals in 2022 by developing a comprehensive marketing strategy, reach out and schedule a consultation today.

Yvonne Levine, Charlotte NC-based Marketing Consultant Provider of strategic marketing solutions and brand management.Yvonne Levine, president of YGL Enterprises, Inc., is a strategic marketing consultant who collaborates with professional services and small and mid-sized businesses to develop and execute successful marketing strategies, branding initiatives, content creation, and digital marketing plans. By helping businesses devise a targeted strategy first, this approach creates a strong foundation for tactical decisions, which drives brand awareness and positive results. Follow Yvonne on LinkedIn and Facebook.