Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,follow me on LinkedInor create aFREE Insight Library account, our team is publishing tons of free research that you won't want to miss.
This week we're breaking down:
The Highlights:
Unwrapping consumer trends for 2022 to incorporate into your outbound strategy this year
Trending Research:
Learning how hardware & health-related search queries occupied 61% of road cycling search interest on Google & Reddit
#MarketingTwitter
Diving into three Tweets about 5 things to focus on with Facebook media buying, drivers of sms and email subscriber conversions and how to leverage search interest for different social media networks
LOOKING BACK TO LOOK FORWARD
Sometimes, the best way to start thinking about what to prioritize in the new year is to reflect on what worked well in the past. Cheetah Digital's 2022 Consumer Trend Index features a robust view of the customer landscape with insights from over 5.4K participants from over seven countries.
Here's what I'm noting:
Zero-party data is the way forward. This is when your customers intentionally share information and data with you as a company. It indicates customers' new level of comfort with brands and a willingness to share. The catch is that you have to provide opportunities to gain this information in a way that aligns with your brand and your mission.
Leverage email marketing the right way. This is not the year to be lazy with your email marketing. Use zero-party data to build unique and specific segments for your customers - think about customer budgets, interests and habits that you can build into the flow.
Loyalty programs for the win. Building robust loyalty programs is a great way to gather zero-party data while showing customers that you're invested in them and willing to give back. 74% of customers have a favourite brand based on how they treat them as an individual.
Loyalty ≠ Points. If you're worried about implementing a loyalty program because you're concerned about the impact of a points system on your brand - don't worry. Loyalty doesn't have to equal a points program. Trends are seeing an increase in customers wanting to be included in sweepstakes, early access to product launches, personalized suggestions, and community access.
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HOW HARDWARE & HEALTH RELATED SEARCH QUERIES OCCUPIED 61% OF ROAD CYCLING SEARCH INTEREST
ROAD CYCLING
Top ranking searches and topic categories for Road Cycling on Google Search and Reddit between Jan. 2021 to Oct. 2022
Key Takeaways
Keywords
“Cycling” is the primary search term when compared to “road bike” or “racing bike”.
Search interest spiked for cycling for a brief period during the months of July and August 2021, likely due to the 2021 Summer Olympics.
“Cycling” and “road bike” as search terms are most popular in the States of Vermont and Colorado.
Google Search
Hardware, Health, and Guide related search queries are most popular for searches including the keyword “cycling” on Google, ranking at 37%, 25%, and 18% of share interest respectively.
Health-related search queries focused on road cycling’s impact with searches such as "what cycling does to your body" and "which cycling is good for weight loss", suggesting that customers are interested in a more active lifestyle and want to use road cycling to achieve that.
Riders who are new to road cycling search for topics that help them get started in guide-based searches.
Reddit
On Reddit, the most popular content topics were “community”, “hardware”, and riding”, taking 41%, 34%, and 24% of share interest respectively.
Within the “community” category, “humour” focused threads, where members poke fun at stereotypes, took 41% of interest share.
Within the “hardware” and “riding” categories, “bike parts” and “ride photos” ranked highest with 28% and 35% of interest share, respectively.
It's full of strategy tear-downs and examples from fast-growing brands that have already helped thousands of marketers identify content opportunities, focus on the right whitespace channels, improve their media strategies, and benchmark against competitors.
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