2021 brought a year of change and innovation. In the past year, we have seen a dramatic change in the way people consume their media, meaning businesses have had to completely alter their digital strategy on the spot to accommodate these unforeseen changes.

So, to help you start the new year off on the right foot, we decided to share some tips to improve your digital marketing in 2022.



Here's a series for you brought by Knobin Digital.

Do not start the year with an old dysfunctional website. Doing so would be like wearing an old unwashed uniform to your first big client meeting.

Users spend very little time on your site (about 45 seconds). You don’t want to lose users because your site is not updated or user-friendly.

Due to the COVID pandemic, the use of mobile devices has sharply increased since 2020. It is very important that your website be mobile-optimized.

It will make the user experience easy and convenient for customers. Time flies when you’re having fun or having a good time, and that’s what you want for your users.

A mobile-optimized website will also help with Google’s “Core-Web-Vitals”, helping you measure speed, visual stability, and responsiveness. In 2022, paying attention to these measurements will help your search rankings on Google as a result.



Remember, you want to be accessible to your customers on mobile and desktop. Most users will find you on mobile devices in 2022 so let’s make sure they enjoy the experience.

According to Google, users show that they prefer sites with great page experience. It makes sense because who wants to spend hours struggling online right?

Prioritizing user experience (UX) will mean visitors are likely to stay engaged on your company website rather than visit your competitors.



To help businesses measure the user experience of their website, Google rolled out a new set of metrics called “Core Web Vitals ” that help measure website speed, responsiveness, and visual stability.

The best and most engaging content always answers your users’ questions. If a user feels that they aren’t finding the answers to their questions, they’ll leave.



You want this content to either inform or add value to the users’ experience and ultimately help solve their problems.

Traditionally, businesses have used radio, television, print, or other forms of traditional media to boost their business’ exposure. However, the pandemic has affected the effectiveness of most of these platforms. Digital has been the least affected of these and has in fact improved during the pandemic.

To lower costs and increase returns, businesses are allocating less to their traditional marketing strategies and more to their digital marketing strategies.



Doing this improves the business’ website traffic, and more traffic means more people finding you, which means more potential sales and profits in the long run.

Automating your tasks can help you save time and prioritize higher-priority projects. Automation in the right areas can greatly increase the benefits to your digital marketing strategy.

Here is a shortlist of some of the areas to consider automating:

• Automate Marketing Emails – Schedule your marketing emails in advance to your selected contacts. You can also set up email series that get fired off to different audiences to provide personalized follow-up.
• Automate Notifications – These are particularly helpful for follow-ups when someone sends you an email.
• Automate Social Media Posts – Schedule all social media posts on multiple platforms in advance.
• Automate Lead Flow – If a user wishes to download a resource, you can send them an email right away to allow them to download that resource. You can continue to send them scheduled automated emails with additional information on the topic to help them move down along the funnel.
• Automate Analytics Reporting – Use Google Analytics and your CRM to track consumer behavior. These metrics are vital to observe the growth of your marketing activities.

Social media marketing is booming in 2022. This is predominantly led by video-based social media marketing. Consumers are increasingly engaging with image-based content, as well as video content.

We’ve seen vast shifts in almost every social media platform and landscape this past year.

Times have changed and apps like TikTok and Instagram Reels debuted in 2020, making videos likely to be the most popular form of content on social media in 2022.

Any digital marketing agency and digital marketers would agree that video marketing is more effective at generating leads than static posts.

Take it one step further and try adding interactive elements to your marketing videos.

Interactive videos are a new type of content that gives the viewer the ability to interact with the videos themselves creating a user experience like no other.

Consumers prefer interactive video content over other types of video content because it gives them the ability to decide what information they want to view and when they want to view it.



This information is key to your company’s social media strategy.

Marketing campaigns need to be customized to appeal to the local population. Start by optimizing your digital presence for local SEO (Search Engine Optimisation).

According to HubSpot, 72% of customers did a local search before visiting a shop within a 5-mile radius.

Having a Google My Business page is essential, along with a strong backlinking profile to boost search results.



Next, you may leverage technology such as geolocation services to target audiences. With geolocation data, you can send personalized messages to a small group encouraging action at your nearby local store.

Whether you are an industry expert or a beginner, first impressions matter. A lot. The importance and value of your company’s first impression is the reason you need a kick-butt, rock star brand.

Your brand is more than just a logo on display. Branding runs deep.



That’s why hiring a professional to do your branding and logo is key to your success. It is part of what will make you the brand of choice.

Having knowledge about your customers and what their behaviors are will allow your insight into their respective markets.

There are many tools to understand and measure your customers’ purchasing behaviors.

You can create customer personas that will help you build your digital marketing and branding strategy.

Additionally, monitoring behaviors and results using Google Trends will keep you on top of relevant topics.

Engage with your prospects by sending them targeted relevant messages based on the data you’ve gathered from them.

Personalize your messages using the following information collected in your CRM: contact and demographic information, what webpages they’ve visited, which emails they’ve clicked, what resources they’ve downloaded, etc.



Businesses have seen improvements in their content marketing efforts due to personalization strategies.

If you are a local business or brand, getting your company on Google My Business (GMB) is of utmost importance.

The great news is that you can set up GMB yourself (or hire an agency for GMB setup).

GMB is a free tool that allows you to showcase your company’s information on Google and Google Maps.



You can highlight your branding elements through photos and posts as well as display important details such as your opening hours, website, address, and phone number.

One of the most compelling ways to attract new customers is to be authentic. Rather than creating a brand that you think people want to learn about, why be true to your core values and attract customers with similar goals to you?

In doing so, your voice will be heard through your sincere brand storytelling, and your audience will respond in a much more genuine way.



Authenticity will convey a message about your brand that will attract a more relevant customer base to your business.

Design underpins much of what makes digital marketing success. Whether you’re designing a website, a landing page or creating an image for your website, ad, or infographic, you need to have good design skills. Not all of us are whiz kids when it comes to design, but there are some tools to help.



Canva – is a great tool for creating social media images whether you need them for your profile or as images to include in posts. One aspect of Canva I really like is the templates that help design great looking images even if you know nothing about layout or what fonts go together. They’re constantly adding new images and tools, such as infographic templates, to help you out.

Photoshop – granted it’s expensive, but Photoshop is a great design tool. Luckily, you can now get the entire creative cloud from Adobe for as low as $29/month if you’re in school and a little more to use for business. It used to be more difficult to use Photoshop, but now there are tons of tutorials on YouTube and Photoshop now includes little mini tutorials if you hover over the buttons.

Email is still an effective driver of digital marketing ROI. In fact, email delivers about $36 in ROI for every dollar spent! But you’ve got to do it right.



Make sure your website includes an email newsletter sign up form. Deliver valuable content to your subscribers, not just promotion. Tell stories.

Integrating across these tactics can be really challenging, especially in a larger firm where different teams may manage different platforms or where different ad agencies handle different aspects of marketing, such as content marketing, paid, and social. But, to integrate these channels you must achieve true digital marketing success.



A big part of conversion success is frequency and unless efforts are coordinated, you lose out on frequency.

Almost the other end of the spectrum from creativity is analytics, but that’s exactly the combination you need for digital marketing success. Google Analytics is perfect for understanding critical elements of your website and how visitors navigate through it. If you’re trying to learn how to gain insights from Google Analytics, you can use the Google Data Studio to give it a test drive using data from Google’s e-commerce site.



For analytics outside of Google Analytics, a number of great tools exist. You can use individual analytics from each social network (ie. Facebook, Pinterest, etc), you can bring them all to one place by using a dashboard program such as Cognos (from IBM), or you can pay for a more powerful tool to gain more insights.

Digital marketing is an amalgamation of different strategies aimed at a plethora of channels, like SEO, PPC, social media, and so on.



In order to ensure that you have an integrated marketing mix, you need the right digital marketing tools to help you run effective campaigns. You also need to develop expertise in using them and applying the insights in the right context.

Different online branding and marketing channels will provide different benefits to you and your business. As the old saying goes, “you’ve got to spend money to make money”. Prepare to spend, but be smart about it.

Spend some time carefully analyzing each channel, platform, or tool and what they offer to your business (in-depth). Also, set clear and measurable goals for each activity.

You will want to do this so that you can properly decide where and how much to spend. Spending and digital marketing should be done in a strategic way.



Doing things haphazardly will only yield ineffective and unsustainable results for your business – you’ll effectively be burning money.

The coronavirus pandemic has changed consumer behavior, and therefore changed the way we reach our consumers and target our advertising campaigns.

Take a look at your marketing metrics from this past year to understand what worked and what didn’t work. This is key to improving your search engine optimization and paid advertising going forward, and to not repeat any past mistakes.

Make the necessary improvements and incorporate the new strategies mentioned above in your 2022 digital strategy.

Be sure to update your marketing budget to accommodate the digital marketing tools and strategies needed for 2022.

If you want to learn more about digital marketing visit us on www.knobin.com