Article | Marketing

3 Unique Marketing Tactics to Stand Out from the Competition in 2022

Staff Writer

Getting noticed is getting harder and harder. In the current business environment, more people than ever are battling for consumers’ time.

So how do you get people’s attention when breaking through is increasingly difficult? You can’t just be the loudest or the most ubiquitous. You must be versatile and unique. But saying it and doing it are two different things.

We’re here to help. Below are three marketing tactics that will help set you apart from the rest of the noise in this overcrowded market we call 2022.

1. Podcasts

One communication channel rising in popularity is podcasting. In 2021 there were an estimated 120 million podcast listeners in the U.S. ¹ With this number expected to surpass 160 million by 2023, there is a great opportunity to reach many people with longer-form, informative content. ²

Hosting a podcast or appearing on established shows helps promote you and your business as experts in your field. By discussing best practices or current trends in your industry, you build trust with listeners. And trust is valuable. When it comes to making buying decisions, 40% of professional sellers and 51% of decision-makers believe that trust is the key ingredient in closing deals. ³ Take advantage of this outlet to share your knowledge and win over customers.

2. Social Media

Social media may not be a brand-new channel for your marketing mix, but that doesn’t mean you can’t find new ways to make it work for you.

Avoid being among the 30% of marketers and 50% of sellers who aren’t taking advantage of social to learn about buyer preferences and needs. ⁴ Instead, use your social platforms to engage with, learn from, and influence your consumers. There’s no easier way to target the customer affinity groups and demographics relevant to your business and analyze their behaviors than social media.

Retooling your social channels to ensure they speak to your audience also is important because social media affects buying behavior. The evidence is clear: 75% of B2B buyers and 84% of C-level executives are influenced by social media when making purchasing decisions. ⁵

3. Greeting Cards

Sometimes the perfect new thing is something old school.

A direct mail strategy using greeting cards is an unexpected way to connect with customers on a deeper emotional level and emulate one-to-one communication. With a 90% open rate, direct mail is one of the most effective ways to ensure your target audience sees your message. ⁶

You probably know that cards are popular for expected occasions like winter holidays—particularly Christmas, with more than 1.6 billion units bought each year. ⁷ But only one-third of U.S. small businesses are mailing cards. ⁸ So, consider adding a different season greeting card campaign to see what results you get. Holidays like New Year’s or Chinese New Year are a great time to send best wishes for joy and prosperity as well as to acknowledge a customer’s cultural heritage.

Don’t be afraid to reimagine holidays. With the rise of Galentine’s Day, Valentine’s Day has evolved to be inclusive of recognizing the friends we treasure, not just romantic partners. Why not take advantage of this unique day and launch a customer appreciation campaign? Finding creative holidays to send cards allows you and your customers to foster genuine connections.

Another way to use greeting cards is with a life event marketing campaign. Life event marketing connects you with your most important customers when something momentous is happening in their lives. There isn’t a defined set of life events, but common ones we recommend acknowledging are:

The Royal Mail Data Services report that while 55% of marketers say they understand the concept of life event marketing, only 24% are running a life event targeting campaign. This presents a great opportunity to lead the industry and pave the way toward a truly tailored marketing experience.

Keep in mind, executing a campaign like this does require access to specific customer information, but if the data is available, your organization will feel empowered to send thoughtful messages that make customers feel seen.

Let’s make 2022 the year you try different tactics to make your brand stand out. Here’s to testing new ways to highlight your value!

References

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Statista Research Department. U.S. Podcasting Industry - Statistics & Facts. 26 October 2021. https://www.statista.com/topics/3170/podcasting/#dossierKeyfigures.
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Statista Research Department. U.S. Podcasting Industry - Statistics & Facts. 26 October 2021. https://www.statista.com/topics/3170/podcasting/#dossierKeyfigures.
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LinkedIn. State of Sales Report Pocket Guide. 2019. https://business.linkedin.com/content/dam/me/business/en-us/salessolutions/cx/2019/pdfs/stateofsales-pocketguide-r2.pdf.
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Stevanovic, Ivan. 23 Social Selling Statistics You Need to Know in 2021. 09 March 2021. https://www.smallbizgenius.net/by-the-numbers/social-selling-statistics/#gref.
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Stevanovic, Ivan. 23 Social Selling Statistics You Need to Know in 2021. 09 March 2021. https://www.smallbizgenius.net/by-the-numbers/social-selling-statistics/#gref.
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Fundera. 12 Direct Mail Statistics You Should Know. 05 February 2020.
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Greeting Card Association. "Greeting Card Association — Info to Know." 2020. Greeting Card Association. https://www.greetingcard.org/wp-content/uploads/2020/04/Greeting-Card-Facts-2020.pdf.
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Lind, Stephen J. "Small Business Use of Greeting Cards: Quantifying Rates of Seasonal Direct Mail." n.d.