Which Marketing Channels Will Brands Prioritize in 2022 [HubSpot Blog Data]

even though Field of Dreams is one of my favored movies, the saying “ If you build it, they will come ” sadly doesn ’ metric ton give to content marketing. Too frequently, we forget that capacity market consists of two separate words — content and commercialize. Creating contentedness is normally the most satisfy and enjoyable part of a seller ’ south job but distributing that capacity is equitable vitamin a important .
After all, if no one sees your content, they decidedly won ’ metric ton total .
This is why it ’ randomness important to understand market channels and which ones you should use to leverage your content marketing goals. In brusque, market channels are the different tools and platforms you use to communicate with your aim audience. so, while the decision to use specific channels should come from your hearing insights, it ’ s all-important to understand different channels ’ value .
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To learn more about the market channels that are being used by businesses today, the HubSpot Blog surveyed more than 1,000 global marketing professionals working in B2B and B2C companies to find out the channels they leverage .
Top marketing channels according to HubSpot Blog research In this post, we ’ ll discuss the findings that will help you understand how to amplify your range, resonance, and gross, all while prioritizing what matters most : your customers .

Marketing Channels to Focus On

  1. Social Media
  2. Websites/Blogs
  3. Email Marketing
  4. Omni-channel Marketing
  5. Video Marketing
  6. Influencer Marketing
  7. Search Engine Optimization
  8. Podcast Marketing
  9. Word-of-mouth Marketing

Top B2B Marketing Channels

According to HubSpot data, the top channels used by B2B marketers are social media, websites and blogs, and electronic mail market ( as shown in the image below ) .
top b2b marketing channels
social media is the top-used digital market channel probably because of LinkedIn ( which is reported as their most effective channel ). It ’ s filled with business-minded individuals, which is precisely who you want to reach as a business-to-business seller .
B2B marketers likely focus significant effort on web site and blogging channels because buyers frequently rely on websites before making buying decisions, so a web site is a capital room to convey information to people involved in B2B sales .
SEO is one of B2B marketers ’ primary market strategies, likely because of the popularity of websites. Using keywords that are hyper-related to your business helps you draw customers to your web site, as they can search for keywords directly related to what you offer and come upon your site in SERPs. Considering that research engines are the elementary source of discovery for new products and services and people make 97,105 searches on Google per second, SEO has meaning implications for businesses using the scheme for advertising .
Email is a herculean channel for B2B marketers because it helps share educational content with customers. In fact, 40 % of B2B marketers say that newsletters are critical to success. When sending emails, subscriber cleavage and message personalization are the most effective strategies .
In 2022, you can expect B2B marketers to continue their investments in blogs and e-mail market and increase their investments in social media .

Top B2C Marketing Channels

B2C marketers invest in the like top channels as B2B marketers, but the order is unlike : social media, electronic mail commercialize, then websites and blogs. however, despite using similar channels, B2C marketing is typically focused on offering enjoyable subject and promptly solutions than B2B desire to build durable business relationships with their customers .
top b2c marketing channels The stress on social media probable centers around the fact that 3.6 billion people worldwide were using social media in 2020, and Statista predicts this number will grow to 4.41 billion in 2025. Given this, B2C customers are likely already on social media. When using social media, the trends that marketers typically choose to leverage are short-form video recording message and influencer market .
While you may only associate electronic mail commercialize with newsletters, you can use it for B2C-type content like personalize communications, time-relevant notifications like product launches and sales, and cart desertion emails for reminders. besides, e-mail is an own media channel — cipher is dictating when, how, and why you can contact your prospects ( but keep in mind that customers will unsubscribe from oversaturation ) .
When it comes to websites and blogging, the two work hand in hand ; b log helps you generate mark awareness, drive traffic to your web site, convert leads, and, most importantly, establish yourself as a reservoir of authority. When you create your blogs with SEO tactics in mind, you ’ re even more probable to meet your market needs as you ’ ll airfoil in SERPs when customers make queries related to your clientele content .
Like B2B marketers, B2C marketers will continue their investments in websites/blogs and e-mail commercialize and increase their investments in sociable media .

Omni-Channel Marketing

While it may seem best to focus your efforts and investments on one single marketing groove, that scheme no long suffices. In fact, HubSpot research shows that 92 % of marketers leverage more than one channel, and 81 % leverage more than three .
number of channels marketers leverage
Neil Patel, CMO & co-Founder of NP Digital, champions this tip and says that commercialize is shifting its stress : “ All good channels finally get saturated. In 2022, brands will prioritize all channels and go more omni-channel … It ’ s the merely manner to stay competitive. ”
A strategy that many marketers leverage with omni-channel market is contentedness repurposing, with 82 % of social media marketers repurposing content across diverse social channels. This commit, however, is more popular for B2C companies than B2B companies.

Video Marketing

If you ’ ve so far to consider video market, now is the fourth dimension to do so. Video can boost conversions, improve ROI, and help you build relationships with audience members. Video is the top media format marketers leverage their strategies. In addition, 69 % of consumers prefer to learn about what a post offers through television .
When creating video, short-form contented takes the cake for both B2B and B2C marketers, and they plan to increase investments in the strategy for 2022 ( 29 % of marketers even plan to leverage it for the foremost time ). When sharing video, the most popular channels are Facebook, YouTube, and Instagram, with Instagram being among the most effective video market channels .

Influencer Marketing

Influencer marketing is when a business partners with a relevant, popular godhead in their industry to put out advertisements or specific pieces of subject. It ’ s a valuable commercialize channel, and 71 % of marketers say that the quality of traffic generated from influencer marketing is better than early ad formats. Leveraging influencers to meet your market goals can be beneficial in terms of generating brand awareness, vitamin a well as increasing social proof .
Consumers trust marketers less and less, and they shy away from sales-to-drive leads type content. rather, they trust influencers, as they view them as a person like themselves, particularly when they plowshare common interests. The content that influencers create is a shape of user-generated content, a.k.a viva-voce market .
53.6 % of B2B marketers and 59.5 % of B2C marketers who use the scheme say it is effective. Your competitors are already sharing this high-trust and high-return content with their audiences, and you should be besides. A bonus is the reappearance on investment ( ROI ) for influencer market, with every one dollar spent totaling $ 5.78 ROI. Marketers will besides continue using the channel in 2022, with 87 % plan to continue investing the same or increasing their investments .

Search Engine Optimization

Search engines are besides one of the highest converting marketing channels, and HubSpot data found that 56 % of marketers say that it is effective in helping them meet their goals .
This means that optimizing all of your occupation ’ existing channels will likely bring dealings and addition conversions. While a web site may be your first gear think when optimizing for SEO, this besides applies to your YouTube channel, Google Maps Google My Business profile, your web log, and even your podcast episodes .
To build a boom organic presence on-line, consider implementing the pillar-cluster model into your blog ( 35 % of B2B and 59 % of B2C marketers report it as an effective strategy ). By doing this, you ’ ll create a individual pillar page that provides a high-level overview of a subject and hyperlinks to cluster pages that delve into the topic ’ second subtopics — signaling to Google that your column foliate is an authority on the subject .
other SEO tactics that marketers report as effective include using a search insights report, optimizing photos or videos for ocular search engines, and optimizing load speed .

Podcast Marketing

55 % of the U.S. population aged 12 and above listened to podcasts, and 37 % listened in the stopping point calendar month for an average of six hours per week. The demand for audio content has exploded, so it ’ sulfur worth considering podcasts to meet your consultation where they already are .
not only is demand high, but podcasts and their hosts can help you develop a singular relationship with your audience as episodes feel colloquial and share a more human side of your business .
Podcasts besides create more opportunities for interaction, as customers aren ’ thyroxine restricted to listening while staring at their call riddle. For case, your ideal hearer can play an episode in their car during their dawn permute, while walking their andiron, and while they ’ re cleaning their house .
Featured Resource: How To Start a Podcast For Your Business
According to researchers in the neuroscience field, storytelling is one of the best ways to capture attention and resonate with consumer emotions. The homo genius is programmed to crave, seek out, and react to a well-crafted narrative — that ’ ll never change .
only 1 in 3 marketers reported leverage podcasts or other sound recording message in their strategies, but 53 % of those that do say that it is the most effective media format they use. In addition, 51 % of those who already use the impart will invest more in 2022, and 26 % of marketers plan to leverage it for the first time in the approaching year .

Word of Mouth Marketing

70 % of consumers say that trusting a brand is more important today than ever before. unfortunately, consumers besides trust brands and the paid content they create less than always earlier. so, what ’ s a seller to do when the identical people they need to persuade preceptor ’ t trust them ? They need to rely on their customers ’ recommendations of their brand to inspire other customers to make purchases, besides known as viva-voce marketing .
People trust other consumers over marketers because marketers have an agenda. They promote their products and services to generate sales, but customers will lone rave about a merchandise or service if it truly benefits them. If you ’ rhenium disbelieving, consider the follow research findings :

  • Consumers report that a person like themselves (another consumer) is 14% more credible than a brand employee.
  • 39% of consumers build trust in a brand from peer-to-peer conversations than from a brand’s paid advertising.
  • 9 out of 10 consumers read reviews when making purchasing decisions.

viva-voce market doesn ’ thymine merely have to be a face-to-face conversation, though. For exemplar, satisfied customers will post about you online, tell their roommates they like your military service, and leave positive reviews on your product pages. merely one of those examples involves an actual, in-person conversation, but they all include consumers vouching for your brands ’ credibility and authenticity to inspire others to purchase your products .
You can encourage this type of marketing by creating a customer experience that meets your audience ’ south needs and providing ace customer service. In other words, you need to serve your customers ’ needs before your own .

Over To You

different market channels bring versatile benefits, but most businesses can find a way to use unlike channels in their market strategies to meet occupation goals .
After all, your consultation is probable divers and spread out, so using unlike channels creates multiple points of contact, which, in turn, will help you rear leads and increase conversions.

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