Marketing Trends for B2B in 2022

Feb 22, 2022

As we are well into the new year, it is best practice to look into the marketing trends for B2B that have taken off since last year. Staying up-to-date with the current B2B marketing trends will enable you to evaluate your marketing strategies and even find new ones to take your company to the next level. Here are four marketing trends to keep your eye on for B2B in 2022.

Hybrid Experiences

Living during the pandemic creates this strange, newfound balance between in-person and virtual events. The regulations keep shifting and many companies have been utilizing both in-person and virtual events not only to have virtual events as a back-up plan, but to also widen their reach. Now, you can have people all over the country and even the world participate in your event.

Katy French speaks to this concept in her article, “10 B2B Trends to Follow in 2022 (Based on Data).” In order to best execute this hybrid model, you need to know your audience. Certain groups will want to be in-person, whereas others would rather stay in the comfort of their home. Technology has granted businesses the flexibility to be creative in how events are run. Now, businesses just need to figure out what will best serve their target public.

Visual and Video Content

Social media has brought in an influx of visual communication. Social media platforms like Facebook, Instagram, and Pinterest consist of mostly images with the inclusion of short captions. In order to make your company stand out, try including striking images that will catch your target audience’s attention. You can create fun graphics that illustrate a product or service you offer or take a picture of a product in action. This will more easily catch your audience’s eye than a big block of text.

Video content is also on the rise. YouTube, Instagram reels, and TikTok continue to take the media world by storm. The short videos on Instagram reels and TikTok can boost your brand awareness, especially if you take part in what is trending. YouTube better services longer videos. Creating a playlist of tutorial videos or a general about us video will help you reach your audience and effectively communicate your brand and services.

Brand Personalization

While the concept of having a company personality can sound strange, brand personalization is one of the best ways to create a connection with your audience. The Abstract Marketing Group provides ideas on how to best personalize your brand. They recommend creating a brand voice that will ultimately work to humanize your organization. Your audience wants to form a connection but if your company’s communication comes across as cold and aloof, your audience will only drift away.

Audience analysis is key to brand personalization. Look at your target publics and consider what they value. In B2B, this may differ drastically as other businesses will have their own tailored brand personality. Thus, it is best to be mindful of how your brand’s personality will work with your partner’s personality.

Customer-centered Content and Experiences

Tying all of these trends together is having customer-centered content and experiences. Again, audience analysis is key. You need to figure out what your audience wants and how they communicate. This will allow you to determine whether you should have in-person events, virtual events, or a hybrid of the two. You will also be able to use your brand voice when creating videos and visual content. Think through what types of images reflect your brand image and then integrate it with your content. Videos can communicate your information in a different format that may catch your audience’s eye. In the end, it all centers around the customers or companies you want to hire you.

These are four marketing trends that are being utilized in 2022. By following these trends, you will be able to better cater to your audience through hybrid experiences, visuals and videos, brand personality, and customer-centered content and experiences. Do you want to take your marketing to the next level? RedMoxy is here to help! You can contact us here at our website.