Digital marketing is always evolving. This has been especially true over the last two years. As we move into 2022, many of the new marketing techniques we adopted early on during the pandemic have become commonplace.
For agents and advisors specifically, there are a few trends that should play a huge role in your 2022 marketing plan.
Short-form video
Video will continue to stand out as one of the most effective forms of content marketing. We shouldn’t expect that to change any time soon. What is shifting is the type of video that consumers are engaging with. Short-form video will be the way to go in 2022.
Thanks to the popularity of the video-focused social media platform TikTok, videos that clock in at or under two minutes have become a hit with consumers. Where you may have used longer videos to educate prospects, the point of short-form videos is to engage. The trick is to be innovative, creative, and authentic. And while it may seem counter-intuitive, the less “polished” your video looks, the more it will connect with people. Less is more when it comes to short-form video.
Real-time marketing
This is another trend that will carry over from 2021 into 2022. Real-time marketing refers to a strategy focused on current events, relevant trends or immediate feedback/action from consumers. The pandemic, tax code changes, and other legislative actions over the last year have all impacted affected your clients’ lives. We can expect more of the same during 2022. As an advisor, you need to keep your eyes on the horizon and take a proactive approach.
Much like the SECURE Act and the CARES Act, President Biden’s Build Back Better plan could affect people’s retirement plans. Stay informed and impart new information to your clients and prospects via blog posts, short-form videos, email, and other digital marketing methods.
Hybrid business model
The spring of 2020 saw nearly everything shift exclusively into the virtual landscape. We all took a crash course on Zoom meetings and webinars. A year later, restrictions started to loosen, and in-person activities slowly started to return. While most of us have been working full-time from the office for several months, not everyone is comfortable with face-to-face meetings yet. This has and will continue to put a damper on dinner seminars, appointments, and other in-person events.
Operating under a hybrid model allows you to meet with clients and prospects in the environment of their choice. This can be as simple as offering pre-recorded webinars or the option to meet virtually. You’re probably well-versed in virtual meetings at this point. If you do need a refresher course, visit this edition of Marketing Corner.
A special offer for the New Year
Kick-off the new year organized and informed with our complimentary 2022 Year in Marketing desktop calendar. Filled with invaluable information, the calendar is tailored to independent producers and will ensure your 2022 starts strong and finishes even stronger!
What’s inside:
- Quarterly production goals tracking
- Important dates and reminders
- Relevant planning tips
- Monthly marketing ideas
Click below to request your calendar today.
