#95: 2022 Marketing Predictions
It's the new year and predictions are everywhere.
Every single expert has an opinion on what to expect in 2022. So, hey, I couldn't be left out!
As a consultant who exclusively serves seven figure business owners, I have a few thoughts on what I think will happen in 2022, based on the different trends that I've observed.
Not only that, but as the co-founder of a membership site serving hundreds of online, service-based business owners, I’ve been fortunate enough to be part of many conversations, candid shares and behind the scenes of what's happening for them and how the collective is moving forward in this exciting new year.
So stay tuned to what I think are going to be the biggest marketing growth trends in the online space in the coming year and how I suggest weaving them into your growth plan in 2022.
Exploring what it’ll take for you to experience profitability and joy in your million dollar business this year? Check out my free training on www.yournextmillion.me, where several of my seven figure clients and colleagues share what they're doing to scale their businesses to the multi-million dollar mark and beyond.
Listen to the Show:
Laura
(00:00):
It's the new year and predictions are everywhere. Every single expert has an opinion on what to expect in 2022. So, hey, I couldn't be left out. I had to submit my contribution to what I think will happen in 2022, based on just the different trends that I've observed, not only as a consultant, exclusively to seven figure business owners, but also as a membership site owner with hundreds of members and just looking at their trends, their conversations what's happening for them, it's really helped me able to serve the people around me so much better by identifying the patterns that tend to come up again and again. And I think these patterns are, and we'll see more of them in 2022. So, stay tuned to what I think are going to be the biggest marketing in sales and ultimately revenue growth trends in the online space in the coming year.
(00:55):
So many entrepreneurs, dream of living a life of massive impact by creating a mega successful company, but only a tiny percentage of businesses actually scale to that point. And when they do it is so often lacking the very joy and freedom that got them into entrepreneurship in the first place. So, on this podcast, we speak authentically on what it actually takes to scale your business in a way that creates freedom and joy that works for you, your team, and the incredible impact that you are meant to make in the world as a visionary entrepreneur. My name is Laura Meyer and I'm your host. I'm a serial entrepreneur wife, mom, to three. And I love talking all things business, especially digging into what it actually takes to scale joyfully to the multi-million-dollar mark and beyond let's get started.
(01:48):
In mid-December, The New York times asked over 1300 different therapists what are some of the trends that they're seeing? There is an overwhelming sense of malaise and fatigue one mental health worker said, and another said, every available time I'm slot I have is filled. And so, one of the biggest trends that I am seeing across the board, both of my personal friends, as well as in the professional environment where I network and regularly in conversation with other people as an extrovert. I love just learning about what others are experiencing in this unprecedented time. When I look back and I realize, oh my gosh, I haven't dropped my kids off to a birthday party in years. It is such a weird feeling. And I think just the culmination of feeling like you have to be good at all of the things as a parent, between taking care of the kids and making sure that they have these unbelievable experiences, despite the fact that the world is incredibly abnormal and the collective trauma on the world.
(02:51):
And just as somebody who is highly sensitive, like myself, just really looking at what is happening and absorbing it, observing it and being part of it all and not with my head down, but really with a high sense of awareness of what others are experiencing in parts of the world where they don't, they don't have access to the things that we do here in the United States and particularly in the area of the country, in which I live. So, I think
as we look at burnout as a trend, like it is becoming something that so many people are experiencing. We are really looking at probably the next wave of great resignations. I think that there was a significant wave where 3 million women left the workforce in 2020. And in 2021, the ones that didn't leave started thinking about it, they were watching their colleagues, or if they weren't tuned into what was happening with the great resignations, they were starting to realize that they're incredibly unhappy and stretched thin.
(03:53):
So, I think what we're going to see is a second wave of people leaving the workforce and not just in corporate, but in medicine, in education, teachers and medical professionals are going to be just heading out. So, what does that mean for marketers? These people are fleeing from toxic and unhealthy work environments, and they're trying to figure out what's next. And they're exploring that in a variety of different ways. Some are looking to just continue the profession that they're already in, but maybe in a different way, in a way that gives them more flexibility and freedom and more income independence and being able to actually determine what it is that they'll be doing next, but not necessarily leaving behind what they were doing before. A lot of people are also just look getting to go deeper. They are on a personal development journey.
(04:44):
They are completely dissatisfied with what's happening in their life. They feel this sense of impermanency based on, you know, what they've, what they've seen. I mean, everybody has been affected by some form of loss or grief. And so, they're really reevaluating. What's important. And as they're making decisions based on emotional considerations, like never before. So, I think what that means for marketers is that there's a variety of different programs and offers particularly as online service providers that we can be offering, that can be a great solution for different directions. What we didn't do a specialize in every single direction of every single person that's leaving the workforce. But what we should do is think about who is it that is on their way out of the traditional work environment that we can serve. How can we get really clear and really specific about what their problem is, and how can we bring them into our world, which is incredibly rewarding and fulfilling, and really taps into who we are and how we're designed to operate and gives us a way in which to make that part of our career?
(06:00):
And so, for some of you, you offer coaching programs, and you might offer courses and memberships that just helps people find their true north. And for others of you, you have a specific program or offer that really helps entrepreneurs or people become entrepreneurs in a specific area of expertise that you specialize in. But what's really important to understand more than ever is that there will be a second wave of resignations, and they're going to be in other areas outside of corporate, as the burnout, the continued exhaustion from being alive during the pandemic start settling in and people can't help, but question themselves and their decisions, which is always an amazing opportunity for new growth to take place. As many of, you know, the second is
that we are going to be seeing an increase in relationship marketing around affiliate marketing, ambassador marketing. I tend to call external, referrals, affiliates.
(07:04):
I tend to call internal referral programs, ambassadors, people who are maybe part of your programs, part of your courses, part of your membership, and are excited to refer their friends and family and colleagues and former coworkers to your world. And as we're seeing a decline in paid traffic, which is, you know, effectiveness, which is, is going to come back around at a certain point, you know, the algorithm is going to decide that it likes paid advertising again, or it likes some of the smaller spenders on Facebook, you know our measly 10, 20, $50,000 a in comparison to, to larger companies, right? That, that Facebook is going to start prioritizing those ad accounts again at some point. But right now, it's been very difficult for a lot of advertisers that are on the smaller scale to actually be effective with the advertising and be profitable, because the platform has become so unpredictable with paid advertising.
(08:02):
And so, what we're going to see is a large trend moving towards relationship marketing. Now relationship marketing can be ambassadors, affiliates. It can be referral programs, referral systems. It can be so many different types of connections, but it's going to be a large trend towards relationships, mutually beneficial relationships that create a win-win dynamic within your business. And that's actually going to be the topic of my first book. That's going to be published in the middle of the summer called Win-Win: How to Create Mutually Beneficial Relationships in your Business. And it's something that, you know, has been around for a really long time. But as we're seeing so many, again, platforms become incredibly unpredictable when it comes to pay traffic. What you can depend on more than anything is the people that you have a connection with the people who like no and trust you, who have seen your, the delivery of your programs and can vouch for the quality in which you deliver and how you show up, right?
(09:04):
And as they refer others in, that's going to be even more trustworthy as the different platforms are going to be increasingly volatile until things smooth out. And then of course, as immediately, as soon as they smooth out, they'll become volatile again, which is just how it works with pay traffic. So, anything that relates to relationships, we're going to see a huge emphasis, even if it's just, you know, platform, exchanges, visibility opportunities, getting on another's podcast, or co-hosting an interview together. Speaking in one another's programs, all of these win win partnerships are going to become part of the new trend in marketing. And for those who are not, really delivering at a high level, they're gonna have a hard time creating those relationships because when somebody vouches for you, their credibility, their reputation is on the line, and it's gonna be really important for any type of service provider, any type of coach or consultant, or course creator, or a membership site owner to show up at a really great level and ensure that the people who are paying them are getting an incredible result, because if there isn't that outcome, it's gonna be really, really difficult to be able to leverage your relationships, to grow your business.
(10:31):
And finally, we're going to see a multi-channel approach with, with marketing. There has been a period of time where you could just kind of go hard on one paid traffic funnel, one paid traffic channel. You could, you know, put all of your money on the YouTube chips, or you could put all of your money on a self-liquidating offer or a Facebook ad funnel. And there was a time were, or a LinkedIn cold outreach funnel. There was a time where you could do that. But ultimately what we're seeing is that you need to start getting really, really creative about how you're bringing people into your world at the top of the funnel. And for those who have just specialized in one traffic source, what they're going to find is that they really need to have a diversified traffic source. So organic really thought through and built out, paid, continuing to invest in paid, but probably with more warm traffic on the front end so that you can be effective.
(11:31):
That whole idea to cold to close is probably not going to be as effective in 2022, as it might have been in 2019 or 2020, and then search that would be YouTube, SEO, even Pinterest as a search platform, search is gonna be very, very important and then relationship. So really filling up those four buckets of paid organic search and relationship and making sure that you have a traffic stream and in at least one area of those four buckets is gonna be incredibly important for online marketers going into the new year. So, what will be really interesting is to actually look at this a year from now and see how much of these trends ended up coming to fruition. It'll be a really fun experiment to determine whether or not some of these take hold, or if they fall flat. None of us can really predict the future, especially in the world that we're living in right now.
(12:30):
But what we can do is look at the time tested and practical application of marketing and sales frameworks in business, and much of what I'm recommending and much of what I'm predicting goes back to classic business principles just applied in a new way as we come into the new year. So, I hope you found this interesting. Let me, if this is an area, one of these three areas is an area of focus for you sent me a message on Instagram, and I will see you soon.
(13:02):
Hey there: before you head out, I want to let you know about a free new training I have right on a brand-new website called yournextmillion.me. It's yournextmillion.me, where several of my seven figure clients and colleagues share what they're doing in the next year to scale their businesses, to the multi-million-dollar mark and beyond. And I have to tell you, it is not what you think. So, check it out at yournextmillion.me. And if you loved this show, will you subscribe to it and share it with a friend or just say something nice about it to someone, you know? I’d really appreciate it so much. Thanks so much for being here and I'll see you next time.
The Scale with Joy podcast dives into the mindset and strategies of scaling your company to the million dollar mark and beyond. Each week, we follow the journeys of innovators, disruptors, experts and leaders - sharing behind the scenes stories of their most challenging moments and greatest lessons learned-all while building their multi-million dollar empires.