Author: Franz Malten Buemann

And just like that, another year is (almost) in the books. As marketers begin to map out their 2022 marketing plans, it’s the perfect time to dust off the crystal ball and predict what will shape the industry over the coming year.

There’s certainly a lot to consider — the continuing impact of the global pandemic, the massive shift to digital advertising, and the rise of platforms like TikTok — to name a few. Simply put, what worked for your marketing strategy in the past might not fly in 2022.
Ready to explore the future of marketing? Let’s look at all different types of advertising, and the 6 types brands are investing in this year.
1. Video Advertising
As marketers look for innovative ways to engage audiences, video has become an integral part of the conversation. Video advertising uses videos to promote products and services, educate or entertain consumers, and reach new audiences in an engaging way.
But let’s be honest — video isn’t a new, “up-and-coming” strategy. It’s here, and its impact is already undeniable. And with the popularity of video-related platforms like YouTube and TikTok, it remains a top priority for marketers.
2. Social Media Advertising
It’s hard to imagine any company successfully marketing its offerings today without a social media account. With over 4 billion people on social media, it’s easy to see why companies gravitate to this medium.
Social media advertising serves paid ads to your target audience on social media platforms like Twitter, Facebook, LinkedIn, and Instagram. Aside from its reach, it also offers a wealth of opportunities to boost brand awareness, generate and convert leads, and foster customer relationships.
Social media is also great for retargeting, which is the process of targeting audiences who have previously interacted with your website or social media. SharpSpring Ads is one retargeting platform that lets users recapture lost viewers by sending them targeted ads on Facebook, Twitter, and across the web.
3. Mobile Advertising
Digital advertising is all about meeting people where they are, and more often than not, they’re on their phones. In fact, as of July 2021, 56% of all web traffic came from mobile phones. If we jump back to 2011, this number was just over 6%.
Mobile advertising encompasses all forms of advertising on mobile devices — anything from banner ads and popups to SMS text messages. When done correctly, marketers can take their campaigns mobile to reach audiences exactly where they are.
4. Display Advertising
Display advertisements are mostly found along the top or sides of third-party websites. And due to their flashy style and placement, they aren’t exactly subtle. However, display ads can offer impressive reach, and they are easy to create and track in Google AdWords.
During a time where consumers want less intrusive ad experiences, it can be easy to write off display ads. Although it may take some trial-and-error, marketers can create effective displays ads while providing consumers a great experience. Plus, if the ads are enticing enough, they can build brand awareness and capture leads.
5. Print Advertising
When I think of print advertising, I picture the infamous poster of Rosie the Riveter, recruiting women for defense industries in World War II. While the ad industry has evolved since the 40s, print is still an effective and universally-used medium. It’s now migrated to the digital space, encompassing digital magazines, newspapers, and brochures, among others.
Unlike digital ads, print advertising is nearly impossible to track and analyze as accurately. However, many businesses have found innovative ways to incorporate print into digital ad campaigns.
6. Broadcast Advertising
Broadcast advertising uses TV and radio to promote products and services. TV ads, in particular, have a broad reach and can provide a more engaging, multi-sensory experience. But, these ads are expensive and the audience may avoid them (by clicking to another channel).
A cheaper alternative is radio, which plays spoken advertising spots between music and programs. It’s particularly powerful for local and regional advertising. But if you’re looking for national reach, podcast advertising is a similar method.
7. Native Advertising
Have you ever seen an advertisement on Instagram that looks exactly like a normal post from someone you’re following? That’s one example of native advertising.
Native ads often resemble the design, style, position, and functionality of the content around them. They’re undoubtedly harder to spot, but that’s actually a good thing. Because native ads naturally integrate with other content, they’re almost impossible to spot and skip — capturing three times more time and attention than other digital ads.

For example, you may run an ad campaign across TV, print, and social media to promote a new product launch. Regardless of the medium, the singular message is there — we have a new product, and we want you to know about it.
Types of Advertising Campaigns
Here are three main types of advertising campaigns:
1. Promotional Campaigns
Promotional campaigns focus on promoting products or services and building awareness in new markets or locations. In other words, the name of the game is customer acquisition. For example, you may run a Facebook campaign to promote an upcoming business event.
2. Engagement Campaigns
Engagement campaigns have a simple goal: provide enough value that people complete an action (make a purchase, sign up for an e-newsletter, download an eBook, etc.). It’s an excellent way to attract, retain, and, ultimately, convert leads and build brand awareness.
3. Advocacy or Retention Campaigns
We’ve all heard the statistic — it’s cheaper (and arguably easier) to retain customers than to convert new ones. This is why advocacy and retention campaigns are so important. These campaigns keep your business top-of-mind for your existing client white boosting repeat business long-term.
6 Types of Advertising Brands Are Investing In This Year
Ad spending in the US will surpass the $200 billion mark in 2022. Let’s find out where marketers are investing their time and money next year:
1. Short-Form Videos
Short-form videos are everywhere nowadays. In a 2021 HubSpot Blog poll of 1,000+ global marketing professionals, 85% of marketers ranked short-form videos as the most effective type of content in 2021. Additionally, 64% of marketers surveyed plan to invest their ad spend into video in 2022.
The popularity of short-form videos has continued to rise since the introduction of TikTok, and it has no signs of slowing down. Unlike its digital marketing counterparts, short-form video can create immersive experiences for users. They’re more “sticky,” shareable, and, in my opinion, way more addicting than other formats.
A variety of social media platforms have tried to emulate TikTok’s format. This creates a lot of ground for marketers to cover — from Stories on YouTube to Reels on Instagram. For marketers who have the budget for creating, producing, and editing video content — and the creativity to make engaging videos — the iron is hot for the striking.
2. TikTok and YouTube
Since short-form videos are skyrocketing in popularity, it only makes sense that video-sharing platforms are too.
Marketers are certainly setting their sights on YouTube and TikTok next year. In a 2021 HubSpot poll, 44% of marketers plan to leverage YouTube for the first time in 2022. And 61% of marketers plan to increase their investment in TikTok marketing in 2022.
When it comes to video marketing, YouTube has become the go-to destination for marketers. It now has over 1 billion active users, and is the second most popular website behind Google (which owns YouTube). All this to say, your audience is probably on there.
Then there’s TikTok. It’s climbed the ranks over the past few years, becoming the most downloaded app in 2020 and 2021, respectively. Not only is it the app of choice for Gen-Z’ers, but it’s also quickly growing in popularity among Millennials. The app has yet to plateau, so there’s still time to leverage it.
3. Live Video Streaming
Before the COVID pandemic, I’d never heard of Zoom. Now, I use the app a few times per week. Turns out I’m not alone — many marketers did experiments with live video in 2020 and realized its power as a customer acquisition and retention tool.
In terms of expenses, live video is typically more cost-effective than producing and editing an actual business video. Additionally, many social media platforms like Facebook and Twitter have live video capabilities, presenting a great opportunity to expand your reach.
We predict live video streaming will become a default for marketers moving forward. Whether that means refining your presentation skill or learning to engage views on stream, marketers will need to keep a pulse on best practices and industry standards in this space.
4. Conversational Marketing
Conversational marketing and chatbots are becoming commonplace online. In 2021, 47% of marketers report using bots for marketing efforts, up from 45% the year before — and this trend isn’t slowing down.
Here’s why we’re hedging our bets on conversational marketing in 2022 — first, chatbots are now much easier to use and add to websites. Second, AI powers many of these tools — which significantly impact (and improve) the way we connect with customers and manage leads.
Marketers should expect to see AI powering a growing number of customer support, ad targeting, campaign management, and automation tools. This leads to our next trend…
5. Marketing Automation
Odds are, you have at least one marketing automation tool in your wheelhouse — and we predict this number will grow in the next year.
76% of companies in 2021 report using automation. Of those that don’t, 26% plan on adopting automation in 2022.
The trend is clear — marketers are turning to automation to make their life easier. For instance, AdStage offers automation for scheduling and tracking digital ads — which frees up valuable time for other tasks.
When nearly 90% of agencies say their marketing automation strategy is successful, it’s clear why it’s here to stay.
6. Hybrid Events
Hybrid events occur both in-person and “virtually” through a streaming platform.
Engagement is what distinguishes a hybrid event from, say, a Ted talk on YouTube. Hybrid events cater to both in-personal and online attendees by using technology to spark participation between them. Virtual attendees can typically still ask questions (if applicable) and engage with presentations with no issues.
A report found that 93% of event professionals plan to invest in virtual events post-pandemic. That’s a staggering number, and we predict it will continue to rise.
Final Thoughts
Marketers are always learning to evolve in a world where consumer preferences are ever-changing. As we inch closer to 2022, it’s important to revisit the past year, pinpoint areas for improvement in your advertising efforts, and leverage emerging trends and shifts.

Hemp cultivation is a taboo subject in the United States, particularly in non-white communities.
Not only are there access barriers to non-white communities learning about hemp cultivation, there’s a strong negative stigma associated with Black people and hemp (or cannabis), part of the generations-long ‘war on drugs’ in the United States.
Damian Fagon, the founder of Gulleybean, wants to change the script, sharing hemp cultivation knowledge so more people, especially Black and Brown people, can access the multi-billion dollar opportunity of hemp.
Featuring insights from Buffer’s Small Business, Big Lessons podcast episode eight and the accompanying unpublished interview, Damian shared his journey from hemp farmer, to teacher, to business accelerator leader, and the economics behind why he focuses so hard on encouraging people to become hemp farmers.
Damian Fagon, Founder of GullybeanFinding farming and facing challenges
After years in the Peace Corps in Guatemala and a few more in Washington, DC at the State Department, Damian Fagon wanted a change.
Instead of focusing exclusively on diplomacy, he wanted to work in economic development. This shift brought him to New York City, where he did his Masters of Public Administration at Columbia’s School for International and Public Affairs (SIPA). While there, he said he balanced business education with policy work, explicitly focusing on learning how he might help farmers get better yields from their crops. His goal was to return to Guatemala and other South American countries to help economic development through farming.
Damian realized that while the medical cannabis market is fairly large (around $5 billion in the United States), it pales in comparison to other types of crop farming. However, the possibility for hemp plants, he said, have multiple other use cases from textiles to plastic alternatives. But there’s one key problem: the war on drugs.
“The problem with the crop and with the genetics we have access to, is that the United States spent the last 80 years with a federal ban on studying and growing the hemp crop,” said Damian.
After graduating from Columbia, Damian found investors in Philadelphia who would back him in a hemp farming operation in rural South Carolina. Unfortunately, the crop failed and Damian returned to New York City.
Determined to figure things out, Damian spent a lot of time – and money – learning the ropes of hemp farming from consultants in states that had legalized recreational cannabis. As he flew around and paid consultants, he couldn’t help notice how gatekept this knowledge truly was.
“The people who’ve had access to growing cannabis own farms and they own land, and they live in communities that have very traditional agricultural roots,” said Damian. “And only 2% of farmers nationally are Black, and so the disparities that already existed in agriculture and land access are just being amplified in the cannabis space.”
After learning more about hemp and cannabis farming, he set up shop in the Hudson Valley in New York. Unfortunately, though, he had to deal with significant challenges around fitting in as a non-white person (and immigrant to town) in a region that’s majority white and settled for generations.
“I’m not saying that all the people in these communities are racist, but they don’t have a lot of experience in diverse conversation, diverse engagements,” said Damian. “There’s not a lot of immigrants moving out there either. So, that challenge is very real and very, very personal.”
From farming to business incubation
After successfully navigating hemp farming in the Hudson Valley, Damian wanted to leverage his knowledge to have a wider economic impact for Black and Brown people in urban areas.
First, he started teaching at Medgar Evers College, a historically Black college (HBCU) in Brooklyn. He not only taught the agricultural tools of farming, but also brought in the business side, especially the opportunity in hemp and cannabis cultivation.
“I’ll be teaching horticulture, but a lot of it will be a larger discussion on the supply chain business opportunities in cannabis so that people can actually see it the way it exists in other states and identify places where they can position themselves to make money [or] start a business,” said Damian.
Second, he started working on a much larger project in the Bronx: a hemp business incubator.
“The idea with that project specifically is to create a facility and an environment wherein interested people in the Bronx – entrepreneurs, formerly incarcerated people who formerly grew cannabis in the basements of public housing in the Bronx and were arrested for it – those people can access our facility, rent equipment and launch their own cannabis businesses,” said Damian.
The goals of this incubator, said Damian, are three-fold:
1. Micro-cultivation pods: These pods will allow people to rent equipment and space to start growing hemp legally on a micro-scale.
“The facility will be designed in a way where growers, particularly first time growers from the city, from the Bronx, [can] pursue a micro business license,” said Damian.
2. Cannabis and hemp education: Spreading knowledge of hemp farming, the economic opportunity behind it, and the job opportunities for people who don’t want to start a business right away. This arm, said Damian, will be run by a nonprofit organization set up by Damian and his team.
“They have a lot of experience working with marginalized communities, formerly incarcerated, formerly homeless, particularly young people, helping them get jobs in high demand industries,” said Damian.
3. A business within the incubator: Damian said this part is still being fleshed out, but he wants to see the incubator run its own hemp cultivation business so it has an active revenue stream to fund other activities.
“I do want that facility to have its own business that can make it self-sustaining,” said Damian. “There will obviously be a level of profit sharing with those who come in and utilize the spaces to start their businesses, to pay for the overhead, but I don’t want to start something that is reliant on continuous funding and sponsorship from donors and corporate sponsors.”
A global impact waiting to be recognized
There are so many possibilities for hemp and cannabis, whether medicinal or industrial, beyond recreational use. And Damian sees this potential as a massive way to uplift historically impoverished nations.
“I saw that crop as potentially transformative for the global south, specifically West Africa, Caribbean, Latin America, Southeast Asia; some of these regions that are perfectly suited for cannabis commercial cultivation, and I wanted to learn how to grow the crop,” said Damian.
Thinking about the reason why he landed on hemp farming as his means of economic development, he ties it back to his family and his passion. Even the name gullybean, for example, came from a crop his father still farms in his native Jamaica.
“I fell in love with farming through Gullybean,” said Damian. “… With adult-use cannabis legalization in New York, there has never been a better opportunity if you’re interested in inclusive economic development [and] generating wealth in low-income communities… there’s never been a better time to be focused on the cannabis market.”

Last week, I collected some feedback from users. They said that when they used their mobile phones to log on to the website, the experience was not good. They felt that the whole site was very disorganized, and they didn’t even know where to start using it. I am very sorry about it. I think I’m going to start optimizing the mobile interface next week, but before that, there’s a more urgent problem. I’m having some trouble with my website speed. I used nitropack to optimize the speed of my website. Before using PageSpeed Insights, the score measured by mobile was 19, PC was 39, after use, mobile was 31, PC was 56, but the score was not very ideal. Do you guys have any better suggestions?. Before: https://postimg.cc/hf6HkXXK After: https://postimg.cc/KKhdzBYC
submitted by /u/crazyeye-rabbit [link] [comments]

Writing an email can be a daunting task. It’s not the length of the content that makes it difficult, as opposed to other forms of long-form content, like blog posts. However, emails can be tough because they’re more personal, impactful, and tell a lot of things in a few words. Penning a heartfelt welcome email…
The post A Beginner’s Guide to Effective Email Templates appeared first on Benchmark Email.

At Buffer, we’re determined to help small business owners grow their brands on social media and beyond. As a result, we’ve come across so many companies doing incredible things. As we finish off this year, we wanted to share some of our favorites.Wondering how we chose them? We particularly admire brands that:

Have established a solid brand identity: The best brands ensure that everything from their products to their website and social content to their community engagement is consistent with an overarching brand strategy. This includes visuals like logos, packaging, and product photography, as well as the business’ values and voice. (Here’s our advice for creating your own impactful brand.)

Pursue a higher purpose: At Buffer, we love businesses that have a mission to positively contribute to their communities and the world in some way. As it turns out, consumers like this, too. One study shows customers are four times more likely to buy something from a mission-driven brand. The brands below all give back in some way, such as donating with each purchase, providing free education and job training, and elevating marginalized voices.

Maintain a strong social presence: Regular social media activity is key to becoming a top-of-mind brand, and these companies keep the great content coming. (We know creating consistent, high-quality content can be intimidating, so we put together some tips for doing so.)

If you’re looking to create a memorable brand and grow your business in 2022, take a cue from these 21 brands that have truly impressed us (in no particular order).
21 Small Business Brands We Love

1. The Peony Collective

Source: https://www.instagram.com/p/CWOUATqgsW2/This woman-owned business aims to help female entrepreneurs hone their Instagram skills and grow their businesses. To that end, The Peony Collective’s Instagram account is full of inspiring advice that helps female founders push through tricky entrepreneurial times and stay focused on their goals.
2. Fréres Branchiaux

Source: https://www.instagram.com/p/CSK6DP9rCwv/Started and managed by three brothers, Fréres Branchiaux makes eco-friendly candles. They have a customer recycling program, donate 10% of profits to homeless shelters, and have a meaningful, joyful social presence.
3. Made with Local

Source: https://www.instagram.com/p/CU-tBW3pimK/This food provider sources ingredients from local farmers and partners with an organization that helps those with intellectual disabilities find employment. They also have some of the best food photography we’ve seen.
4. Askinosie Chocolate

Source: https://www.instagram.com/p/CVTObYqJutR/Askinosie wants to make the best craft chocolate in the world. But that’s just the tip of the iceberg. On Instagram, they provide followers with a behind-the-scenes look at their farming and direct trade practices, in addition to showing how they give back to communities around the world with Chocolate University.
5. Paynter Jacket Co

Source: https://www.instagram.com/p/CWn4y-kIf0V/Paynter’s founders are adamant about not producing any more waste. That’s why, despite increasingly high demand (which they achieved by building in public) they only release a limited number of jackets four times a year and recycle the leftover fabric and water used to make them.
6. Partake

Source: https://www.instagram.com/p/CVnknicNAQa/Partake offers delicious snacks every child can enjoy because they don’t contain the top eight food allergens, GMOs, or preservatives. Through their partnership with the Food Equality Initiative, Partake also helps ensure families in need have access to healthy food.
7. Hiki

Source: https://www.instagram.com/p/CUFoMm5rzoe/This personal care company helps people address their sweat. In addition to partnering with Sad Girls Club and Sad Boys Club in an effort to destigmatize mental health, Hiki makes sure to infuse positive mental health messaging throughout their social media feeds.
8. Omsom

Source: https://www.instagram.com/p/CR1qG3bsX0E/By bringing delicious and authentic Southeast Asian and East Asian flavors to every kitchen, the Vietnamese-American sisters who started Omson are elevating and celebrating Asian American communities. And their bright, bold branding, which pops out on their packaging and all over their Instagram account, makes trying these flavor packets even harder to resist.
9. Wonderpuff

Source: https://www.instagram.com/p/CM7FPxJn3dv/The Morins started Wonderpuff during a period of heightened social unrest in the U.S. They wanted to lead with love and bring more joy (and glitter) to the world. Wonderpuff’s platform also aims to promote and support others, specifically Black, Muslim, and female voices.
10. KANKAN

Source: https://www.instagram.com/p/CVv6y8sIbvx/KANKAN puts soap (and other personal hygiene products) in a can in the hopes that their refillable model will help reduce the use of single-use plastics in the world. Almost as inspiring as this mission: the beautifully designed Instagram grid.
11. Bed Threads

Source: https://www.instagram.com/p/CRw7TxKBQ9P/All we can say is, wow. Bed Threads has one of the most breathtakingly beautiful social media feeds we’ve ever come across.
12. Uncle Bobbie’s Coffee & Books

Source: https://www.instagram.com/p/CW6OEhvrXRL/The owners of this bookstore and cafe wanted to create a space for underserved communities. Their social media is the perfect combination of promoting books, their community, and the causes they’re passionate about (and coffee, too, of course).
13. Kido

Source: https://www.instagram.com/p/CWIyofALO9y/This children’s boutique focuses on making kids of all colors, abilities, cultures, and backgrounds feel like they belong. Their events, like story time and dance classes, allow parents and kids from all over the world to connect in a safe space.
14. Sh*t That I Knit

Source: https://www.instagram.com/p/CKWf9AZjSwF/Their products are warm, cozy, and look good. They’re handmade by working moms in Peru, and the company donates “Knit Kits” to young adults going through cancer treatment.
15. Ground Up Nut Butters

Source: https://www.instagram.com/p/CWUKL67P5r5/Each adorably packed nut butter is made by a womxn overcoming adversity. Ground Up provides a six- to nine-month employment training program to help them develop skills and move onto the next step in their job journey.
16. AfroPick

Source: https://www.instagram.com/p/CHOH5pvlT48/These beautifully-designed combs aren’t just a hair styling tool. They’re a symbol and celebration of Black stories, culture, and solidarity—and this is exactly what you can find on their social platforms, as well.
17. Kiramoon

Source: https://www.instagram.com/p/CWizfwmBYS8/Kiramoon’s skincare products exclude harmful ingredients and help reduce the mental health stigma. A portion of every order is donated to a non-profit called Bring Change to Mind.
18. Jungalow

Source: https://www.instagram.com/p/CTpiUUVprZ-/Purchasing home decor from Jungalow can add some joy and color to your life, as well as add new trees to the planet. (So far, the company has planted almost 77,000 trees!) Jungalow’s bold, colorful patterns and designs make them an instantly recognizable and unforgettable brand.
19. Red Bay Coffee
Source: https://www.instagram.com/p/CW3xZwfLBsE/The founders of Red Bay Coffee are equally passionate about two things: high-quality coffee and radical inclusivity. In addition to making sure their farmers receive fair wages, they also focus on hiring people of color, those with disabilities, and the formerly incarcerated.
20. inkWELL Press

Source: https://www.instagram.com/p/CSW5BI2ldOY/inkWELL’s planners and accessories help people stay organized. The company also regularly donates their products to teachers, women’s shelters, and residential treatment centers.
21. Raven Reads

Source: https://www.instagram.com/p/CUunRHjL4vu/The books and gifts included in these boxes are created by Indigenous authors and entrepreneurs. The goal is to elevate Indigenous voices, cultures, and histories, both in the products they sell and the content they post online.
Want even more inspiration for growing your business in 2022? Check out the latest episode of Buffer’s Small Business, Big Lessons podcast.