Top 50 Marketing Tips for Every Channel
Before reviewing all the marketing tips covered this year, let’s take a quick look at the top marketing tips for 2022:
Embrace automation: Identify tasks that you think you can trust machines for, so you can free up time for aspects of your work that require technology.
DEI NEEDED: Diversity, Equity, and Inclusion should not just be topics on your blog but should be incorporated into all of your marketing materials and business practices.
Rebuild your email marketing process: If you have any open behavior-based rules or processes, you need to adjust them (more on that later).
Employ new tracking technologies: Leverage Facebook Conversions API, Google’s Enhanced Conversions, and other tools designed to keep performance tracking without third-party cookies.
Conversational writing: The formal tone is getting outdated. Consumers want to do business with people, not businesses.
Invest in design tools: Raise the bar for “premium” visual content with tools like Canva.
Don’t give up on Facebook ads: Despite the challenges of iOS 14, Facebook is still a lucrative option for businesses, and we give you tips to make the most of it.
Develop a review strategy: Whether you’re a local store or business, brick-and-mortar or e-commerce, reviews are key to ranking higher in search and attracting more customers.
Solidify your entertainment: TikTok has led elsewhere social media algorithms favor entertainment content. That means video and humor – you can still educate in that style.
First-party data: Use lead magnets and lead ads to gather information directly from your audience, which you won’t be able to get once third-party cookies are completely gone.
Our Best Search Engine Marketing Tips
There’s been a ton of Google Ads updates this year, which you can read (and get more tips from) in our roundup of the biggest PPC stories. Here are some lesser-known gems you might have missed.
Google Ads may try to change your attribution model this year. When Google announced that data-driven attribution was the new default for all new conversion actions, it said it might also migrate existing conversion actions to DDA for “many advertisers.” You’ll get a lot of notifications, but check out our attribution modeling guide to decide if you want to keep your current model or switch to DDA.
Set up an RSA benchmark now. While RSA generally has a higher CTR than ETA, conversion performance varies. Before RSA was the only type of search ad you could create (June 2022), activate RSA now across all ad groups in all of your search campaigns so you can establish new benchmarks.
Remember, asset performance ratings have nothing to do with conversion performance. You need to use pinning for more reliable conversion data. Get more RSA tips here.
Install the Google Tag Assistant plugin: If your conversion data isn’t showing and you can’t find hard evidence in the change history or conversion sections, the plugin will tell you which tags (if any) are on your landing page and raise any errors Suggestions for Improvement.
It even color-codes the labels and provides label codes so you can cross-check them. More conversion tracking tips here. google tag assistant plugin example
There is an easier way to import your offline conversions into Google Ads. It works with the new self-service OCI help tool.
This way, you can integrate offline (and first-party, mind you) insights into your entire lead customer journey and use that data to find similar high-quality leads online. Learn about this and other new Google Ads features here.
Choosing the lowest-priced keywords won’t lower your CPC. If your best-converting keywords are also your most expensive keywords, you may want to pause your campaigns elsewhere for lower-priced, lower-converting keywords to save money.
Overall, a healthy mix of low-cost keywords and high-returning keywords will ensure you get the lowest possible CPC without sacrificing the quality or quantity of conversions. More from here.
You can use Google Shopping to target intent. With the priority auction campaign structure, you can increase your ROAS by using priority features and negative keyword lists to have Google bid higher or lower for specific queries based on purchase intent.
How are your Google Ads performing? Find out in seconds with Google Ads Performance Grader (it’s free!)
Our Valuable PPC Reporting Tips
I guess it boils down to… when you do PPC reporting… do you want to be Frodo? or Buddy.
YouTube Studio provides more data than Google Ads. If you’re running video ads or have an organic video strategy, YouTube Studio allows you to gain insights into your video performance, such as the exact time viewers drop off, device-specific metrics, external sources, and suggested videos that appear after you. Discover the secrets of YouTube Studio here.
Use benchmarks. Your ads may be doing better this month than they were last month, but are they doing well? To compete, you need a clear understanding of how you’re doing against others in the industry. Use our Paid Search Advertising Benchmarks to understand the average CPC, CTR, CVR, and CPL for each industry.
Don’t hate search term reports. It may not be what it used to be, but it’s the only thing we have. Use the new historical and impression data, and be sure to unearth any additional insights you need from data pre-September 2020 before Google applies the new privacy thresholds in February! Not sure what I’m talking about? here you go.
PPC reporting is an art. More than just science! Tell the story behind the data — the “so what” part of the numbers.
And be careful! The way you visualize your data can affect whether something is considered a success, so experiment with different chart types (don’t choose deceptive charts just to look good). There’s more in our PPC reporting survival guide.
Want to understand (or show your customers) how your Google Display Ads impact your search ad performance? Create a display traffic source audience (either by making sure your display campaign name always includes “display” or manually tagging your display URL with a specific source and medium). Add this audience to Google Ads and Google Analytics. Voila! Full instructions are here.
Our Favorite Facebook Marketing Tips
One thing’s for sure – Facebook and privacy have been around for a while…
…which is why four of the five tips below are for post-iOS 14 survival.
Facebook lookalike audiences are underperforming these days. Instead, try combining interest overlays with detailed targeting extensions; or create custom audiences based on in-platform engagement. Get more post-iOS 15 Facebook ad tips here.
Facebook ads detailed targeting extension
For individual demographic data. As long as users share that information on their profiles, the demographic targeting of Facebook ads will not be affected by the privacy measures.
But be sure to target demographics that are more likely to share on Facebook (for example, newly married or just bought a home, rather than education level). Get more privacy-preserving location tips here.
Don’t break down your ad groups too much. Shoot for 2 to 40 million users in your target audience so Facebook has enough performance data to get out of the learning phase and give you useful optimization information. Also, keep in mind that a smaller audience means a higher CPM.
Open to all placements! It’s best to have your campaign appear on all placements so you can start and customize it from there.
Your audience targeting doesn’t change whether you’re showing on Audience Network or Instagram, and you can often find fewer, lower-cost placements that can drive value. Plus, there are tools to make sure your ad looks good wherever it appears. More deets here.
Install the Facebook Conversion API. I know, “API” sounds fancy, but the pixel is losing its power, and you could be hurting your performance without realizing it due to gaps in the report. We explain everything in plain English in this post, so you can set it up (and feel like a techie too).
Click-to-Messenger ads have been improved. With more features and flexibility, you can use this ad type to create a more advanced version of lead ads that function on par with chatbots used on marketing websites. Learn how to use this strategy to generate leads on Facebook without having to deal with aggregated event measurement.
Are you wasting your Facebook ad spend? Get an instant preview with our free Facebook Ads Performance Scorer.
Our Best Cross-Channel Marketing Tips
I can’t be the only one who thinks of this ’90s board game every time I see “cross-channel…”
…maybe I am. Either way, here are our best cross-channel marketing tips this year:
You probably don’t want to promote the same offer on every channel. If an offer is doing well on Google but not on Facebook, it’s probably not an ad, it’s an offer. Certain platforms may be better suited to specific parts of your funnel.
Align with the actions your audience wants to take on each channel — not the actions you want them to take — and adjust your campaigns accordingly. More cross-channel gold here.
You can target your competitor’s audience without a search activity. Instead of simply targeting a competitor’s keyword with a search ad, try building a custom audience using your competitor’s URL or keyword, or run YouTube ads on your competitor’s videos. That’s it.
Getting caught up in keyword firefights: Keywords behave differently on Google vs. Bing. Use the Microsoft Advertising Intelligence Excel Add-in to discover (and organize) thousands of keywords. Plug the low-volume keywords you find into Google—you might be surprised.
Frustrated with ad scheduling in Google Ads? Microsoft dynamically adjusts your schedule based on the viewer’s time zone and allows you to apply ad scheduling to individual ad extensions. Learn how to set up the Microsoft Advertising Program here.
Over-the-top (OTT) ads do not use third-party cookies and are the most socially diverse ad type. Nor are they just for big brands. Learn about them here.
Our most constructive copywriting skills
On average, people read about 28% of web pages, and 94% skip search ads. If you want to attract readers and customers, you need readable, engaging, and memorable copy! Here are five quick tips you’ll be happy to know:
Adjectives can be evil. When writing about your products and services, adjectives describing them are far less credible than simple language statements that begin with verbs. (For example, “Advanced Segmentation Features” vs “Growing Segmentation Lists with Premium Subscribers”) More ways to write copy for sale here.
People are more likely to remember the first and last items in a series. This means strategically setting up bulleted lists and making sure you have strong introductions and conclusions in emails and blog posts. From our post on how to use psychology to influence buyer decisions.
Omit “Submit” from your CTA button! There are many more specific options to inspire more clicks and conversions! Get a free guide, take your first class today, complete your registration, book a free demo, get a copy, and the list goes on. We’ve got 36 of the best calls to action here to inspire you.
The easier a piece of information is to read, the more we perceive it to be true and accurate. So avoid hard-to-read fonts, unnecessary steps, or uncommon words that create friction, and obvious false feelings. More psychology copy here.
Humans make decisions based on emotions, not logic. That’s why we came up with these 120 words for emotional marketing and 273 words for emotional copywriting. Use em.
If you want to improve readability, plugins won’t tell you how. It won’t tell you if it’s over-paragraphing, over-formatting, over-linking, or appearing condescendingly. Learn how to improve readability here.
Our Smartest SEO Tips
Instead of the usual “target the right keywords”, “optimize your metadata” and “get backlinks” advice, I decided to go with a more eclectic combination. (Don’t get me wrong, these are very important things, but you can find them in our OG, a very popular SEO basics post.)
Schema markup is not as far-fetched as you might think. It can increase click-through rates, targeting, and brand awareness, and even allow you to place CTAs on the SERPs.
Two that are important for small businesses are the local business model markup (added to your home page, about page, and contact page) and the review model markup. Learn how to implement schema markup here.
The best thing you can do is to help you improve your page speed, not only by compressing but also by resizing your images.
Even if they render correctly on your site, it may be that your site has to shrink them to fit – which can affect page load speed. Find out the maximum width of images on your site and make sure your images don’t exceed that width.
Then use the Tiny PNG compression tool to reduce the file size of the image without compromising quality.
SEO platforms like Ahrefs and Semrush are helpful, but they only see 30-40% of your site’s total keyword rankings. Google Search Console updates keyword rankings daily, so you can use GSC to quickly see if Google is showing your post for your targeted query, rather than waiting 30 days after your post is published. Learn more GSC tips here.
Even evergreen content devalues SEO value. Refresh your posts from time to time by updating images, adding new information or links, fixing broken links, and adjusting meta titles (learn how to do all of this here). You can then change the release date and Google will confirm your new content.
- There are many ways to improve your Core Web Vitals here.
- Our most advanced social media marketing tips
- No lie, most of it comes from our roundup of 60 social media optimization tips.
Instagram SEO is one thing. You can now search for general keywords, not just hashtags or account names. This means that if you want to rank higher in your feed, it’s wise to optimize your resume, post descriptions, and add alt text to your images. Learn how to do this here.
The best time to post on Instagram might be at dawn. Later, the latest research goes against the traditional approach of posting on Instagram when engagement is highest. Instead, it may be released when the competition is lowest. Learn about the two schools of thought here.
Facebook is a local SEO tool. As one of the top three local business directories, make sure your Facebook business page is fully populated, your location is added to Facebook Places, and you create and curate content specific to your geographic community. Most Popular Social Media Platform – Facebook as a local business directory
Your employees are 10 times more powerful on LinkedIn than on your company page. Share your blog posts and announcements with your team and let them easily share on social media. More ways to grow your online presence here.
Avoid adding links to all social media posts. Time-pressed marketers mostly use organic social to post links, but if you can help it, try to mix it up.
Your followers will appreciate digestible tidbits they can get value from without having to leave the platform and spend 10 minutes reading. More social media competition analysis tips here.
Drive more subscribers on YouTube with channel trailers. Tell your audience who you are, what they can expect from your video, what they’ll get from it and some highlights. Use these examples and ideas to guide you.
Our Most Admired Email Marketing Tips
Did you know that email marketing celebrates its 43rd birthday this year? And it’s getting stronger. Here are our top email marketing tips for getting the most out of this super-reliable channel.
You need to send plain text emails. That is a plain text version of every HTML email you send. They may not be pretty, but they have many advantages.
First, spam filters want to see plain text alternatives to emails. Second, some devices require a plain text version, such as HTML-disabled devices, smartwatches, accessibility devices, and voice assistants.
Lastly, some people prefer them because they are simpler, load faster, and show the user all the links in the email. Plus, they feel more secure because it doesn’t feel like there are any secret downloads in the background. More email marketing tips here.
Small additions to email can make a big difference. In our B2B email copywriting article, we discussed adding testimonials at the bottom of product emails, alternating CTA button colors, and signing in a friendly and upbeat way. Example of b2b email marketing with testimonials
Stop A/B testing your subject line! Well, that’s assuming you measure their success by open rate. Due to the Mail Privacy Protection available on Apple iOS 15 and macOS Monterey, metrics and data related to email open (date/time opened, whether it was opened, how many times it was opened, where it was opened, who opened it) are no longer reliable.
It’s best to A/B test your body content. Also, be sure to reconstruct any processes or dynamic activities based on open-relevant data. Protect the privacy of your email marketing here.
Triggering emails is not the same as nurturing emails. Trigger emails are sent based on specific events, such as a user completing a purchase, submitting a review, abandoning a cart, or even their birthday or customer anniversary.
On the other hand, nurturing emails are typically sent on a fixed schedule after the initial email and may have different paths based on user behavior with each email. Either way, you need an email automation platform to implement these activities.
A creative newsletter name can boost your performance. If you want to get more newsletter signups, stand out in readers’ inboxes, be remembered, build a community around your brand, and improve your word of mouth, check out these 75+ creative newsletter names for getting inspired.
Our slickest customer marketing tips
Good customer engagement: Be proactive. reactivity. interactive. attractive.
Bad customer engagement: not active. hyperactive. psychoactive. radioactivity.
Now your tips:
Don’t just ask customers for reviews, but email them to ask if you can get a quote for your website from them. That way, there’s no on-site pressure, and knowing it’s going to be on your site, they’ll make sure it makes them look good too.
If you must increase your price, your price change email should communicate the exact price increase, the reason for the increase, when it will take effect, and whether they require any action.
Don’t dig into the added details. Customers just want to know the facts. Plus, too much explanation starts to sound defensive and apologetic.
Respond to negative reviews. 67% said that once a business loses trust, there is no way to get it back. oops! But just because a customer is unhappy doesn’t mean they have lost trust in you.
A timely and appropriate response to negative comments can prevent permanent damage and sometimes even turn into a committed relationship!
Better customer engagement doesn’t mean a lot of communication. Conversely, fewer, more meaningful touchpoints are better at building trust, which is key to maintaining long-term customer relationships. Discover seven non-annoying customer engagement strategies here.
Having a clear set of core values improves customer service. Inspired and engaged employees demonstrate better productivity and performance, which equates to happier customers and higher income. Here are 200 core values to choose from.
When gathering information about your customers to make meaningful connections, gather both “hard” and “soft” information about them.
For example, not just their target audience, competitors, software, and budget, but their definition of success, what is their mission statement, and what are the hobbies and interests of the individuals you will be working with.
Get ready for more marketing tips in the coming year
It’s a wrap! We have more in stock next year. Keep an eye out for tons of landing page tips, tons of copywriting psychology tips, tons of Google and Facebook secrets, and course creative inspiration. Wear a helmet because your brain might explode.
To recap, of all the tips in this post, here are the best marketing tips for 2022:
- Embrace automation
- need for diversity
- Rebuild your email marketing process
- Adopt new tracking technology
- Conversational writing
- Investment Design Tool
- Don’t give up on Facebook ads
- Develop an audit strategy
- Solidify your entertaining side
- first-party data