While I may be a tad biased as the editor, I firmly believe the nexus-security blog is top-notch. Why, you ask? We deliver a treasure trove of exclusive insights on digital marketing that you won’t find anywhere else—and we’re talking a whopping tldr meme words this year alone. To put that in perspective, it’s like diving into the first three and a half Harry Potter books!

However, as captivating as digital marketing may be, no one’s binge-reading articles or hosting nexus-security guide launch parties…

So, to make your life easier, I’ve compiled a greatest hits collection of our blog’s most practical, unique, and groundbreaking advice, categorized for your convenience. Consider this your ultimate cheat sheet for staying ahead of the marketing curve in 2022. If you’re looking for something specific, jump right in:

• Google Ads tips
• Facebook advertising tips
• Cross-channel advertising tips
• PPC reporting tips
• Copywriting tips
• SEO tips
• Social media marketing tips
• Email marketing tips
• Customer engagement tips

And hey, while you’re at it, you might also dig our 19 Best Marketing Strategies for 2022.

Dominate Your Marketing in 2022: Top 10 Tips

Before we reminisce about this year’s marketing wisdom, let’s quickly cover the top strategies for conquering 2022:

1. Automate Like a Pro: Let technology handle the tasks you’re comfortable outsourcing, freeing you up to focus on the strategic aspects that require your human touch.
2. Infuse DEI into Everything: Diversity, equity, and inclusion shouldn’t just be buzzwords; weave them into your marketing materials, company culture, and overall business practices.
3. Give Your Email Flows a Makeover: If any of your automated email sequences rely on open rates, it’s time for a revamp (more on this later!).
4. Embrace New Tracking Tools: With the decline of third-party cookies, tools like the Facebook Conversions API and Google’s Enhanced Conversions are your secret weapons for maintaining accurate performance tracking.
5. Ditch the Corporate Jargon: Consumers crave authenticity. Speak their language – ditch the stuffy tone and embrace a conversational style that builds genuine connections.
6. Unleash Your Inner Designer: Tools like Canva have leveled up the visual content game.
7. Don’t Abandon Facebook Ads: Despite the hurdles posed by iOS 14, Facebook remains a goldmine for businesses. We’ve got the insider tips to help you maximize your ROI.
8. Prioritize Reviews: Whether you’re a local shop or an online giant, reviews are your golden ticket to ranking higher in search results and attracting new customers.
9. Embrace Your Playful Side: The rise of TikTok has influenced algorithms across social media, favoring entertaining content. Incorporate video, humor, and creativity into your strategy while still delivering valuable insights.
10. Own Your First-Party Data: Capitalize on lead magnets and lead generation ads to build a treasure chest of audience data that you won’t be able to access once third-party cookies disappear completely.

Search Engine Marketing Gems You Might Have Missed

Google Ads has been a whirlwind of updates this year, which we’ve extensively covered in our comprehensive PPC roundup. But here are a few lesser-known nuggets you might have overlooked.

1. Google Might Surprise You with Attribution Changes: Google’s announcement that data-driven attribution is becoming the default for new conversion actions hinted at a potential migration of existing actions to DDA for many advertisers. While you’ll receive ample notice, it’s wise to familiarize yourself with different attribution models to make informed decisions about sticking with your current setup or embracing DDA.

2. Get Ahead of the RSA Game: Responsive search ads generally enjoy higher click-through rates compared to expanded text ads, but their conversion performance varies. With RSAs becoming the sole search ad format in June 2022, it’s crucial to activate them across all ad groups in your search campaigns now. This allows you to establish fresh benchmarks before the transition.

3. Become Best Friends with Google Tag Assistant: If your conversion data seems to have gone MIA and you’re struggling to pinpoint the culprit, the Google Tag Assistant plugin is your new best friend. This handy tool reveals the tags present on your landing pages, flags any errors, and offers helpful suggestions for improvement.

4. Importing Offline Conversions Just Got Easier: Thanks to Google Ads’ new self-service offline conversion imports (OCI) helper tool, integrating offline and valuable first-party data into your customer journey is a breeze.

5. Don’t Fall for the Low-Cost Keyword Trap: Choosing the cheapest keywords won’t magically lower your cost per click (CPC). Striking a balance between budget-friendly keywords and high-performing, potentially pricier ones is key to optimizing your CPC without sacrificing valuable conversions.

6. Target Intent Like a Pro with Google Shopping: Leverage the priority bidding campaign structure by utilizing the priority feature and negative keyword lists. This smart strategy helps Google adjust your bids for specific queries based on purchase intent, ultimately boosting your return on ad spend (ROAS).

Want to know how your Google Ads measure up? Get an instant performance report with our free Google Ads Performance Grader!

PPC Reporting: Become a Storytelling Guru

Let’s face it, when it comes to PPC reporting, you have a choice: be the overwhelmed Frodo or the insightful Buddy.

1. Unlock YouTube Studio’s Hidden Data Treasures: If video ads or organic video content are part of your marketing arsenal, YouTube Studio is your data goldmine. Dive deep into metrics like viewer drop-off points, device-specific performance, external traffic sources, and suggested video insights – data that Google Ads keeps under wraps.
2. Benchmark Your Way to Success: Sure, your ads may be performing better this month compared to the last, but are they truly excelling? To compete in the big leagues, you need context. Utilize industry benchmarks to gain a clear understanding of how your campaigns stack up against the competition.
3. Don’t Write Off the Search Terms Report Just Yet: While its glory days might be behind it, the search terms report is still a valuable tool. Master the art of extracting historical and impression data, and remember to unearth any pre-September 2020 insights before Google implements its new privacy thresholds in February.
4. Elevate PPC Reporting to an Art Form: Data without storytelling is like a painting without color. Weave a compelling narrative around your numbers, highlighting the “so what” factor. Be mindful of how you visualize your data, as different chart types can paint different pictures of success.
5. Uncover the Synergistic Power of Display and Search Ads: Eager to understand how your Google Display campaigns influence your Search ad performance? Create a dedicated Display Traffic Source Audience. Add this audience to both Google Ads and Google Analytics, and voila! You now have a clear view of their combined impact.

Navigate the Evolving World of Facebook Marketing

Let’s be real: Facebook and privacy haven’t exactly been on speaking terms lately…

…which is precisely why our top tips focus on thriving in a post-iOS 14 landscape.

1. Rethink Lookalike Audiences: In today’s privacy-conscious world, Facebook’s lookalike audiences aren’t as effective as they once were. Explore alternative strategies like combining interest stacking with Detailed Targeting Expansion or crafting custom audiences based on in-platform engagement.

2. Harness the Power of Demographics: Privacy measures haven’t dampened the effectiveness of demographic targeting—as long as users willingly share this information on their profiles. However, focus on demographics that users are more likely to divulge on Facebook, such as relationship status or recent home purchases, rather than potentially sensitive information like education level.

3. Avoid Overly Granular Ad Sets: When creating ad sets, aim for a target audience size between 2-40 million users. This sweet spot provides Facebook with enough performance data to move beyond the learning phase and deliver meaningful optimization insights.

4. Embrace the Power of All Placements: Instead of limiting your reach, allow your campaigns to run across all placements initially. From there, you can fine-tune based on performance. This approach helps you uncover hidden gems – lower-cost placements that deliver exceptional results.

5. Embrace the Facebook Conversions API: While the pixel has been a marketer’s best friend, its influence is waning. Enter the Facebook Conversions API. Don’t let the technical jargon intimidate you – implementing this tool is simpler than it sounds and crucial for maintaining accurate reporting in a privacy-first world.

6. Unlock the Potential of Click-to-Messenger Ads: With enhanced features and flexibility, click-to-Messenger ads offer a sophisticated alternative to traditional lead ads.

Wondering if your Facebook ads are hitting the mark? Get a free, instant assessment with our Facebook Ads Performance Grader.

Conquer Cross-Channel Marketing Like a Pro

Am I the only one transported back to the 90s board game when I hear “cross-channel…”?

…maybe so. Regardless, these cross-channel marketing tips deserve a spot on your strategy board:

1. Tailor Your Offers to Each Channel: Resist the temptation to replicate the same offer across all platforms. Instead, adapt your messaging and offerings based on each channel’s strengths and your audience’s preferences.

2. Outmaneuver Competitors Without Relying Solely on Search Ads: Think beyond traditional competitor keyword targeting. Explore strategies like crafting custom audiences based on competitor URLs or keywords or running targeted YouTube ads on their videos.

   

3. Master the Art of Keyword Crossfire: Keywords aren’t one-size-fits-all; they perform differently across search engines. Utilize tools like the Microsoft Advertising Intelligence Excel plugin to unearth hidden keyword gems and leverage low-volume keywords from Bing to potentially uncover untapped opportunities on Google.

4. Unlock the Power of Microsoft Advertising Scheduling: Frustrated with the limitations of Google Ads scheduling? Microsoft offers a refreshing alternative by dynamically adjusting ad schedules to the viewer’s time zone and allowing granular control down to the ad extension level.

5. Explore the World of OTT Ads: Over-the-top (OTT) ads are no longer exclusive to big brands. Embrace this cookieless and highly diverse ad format to reach new audiences in engaging ways.

Write Copy that Converts: Quick and Easy Tips

The average website visitor reads about yoast seo readability of a page, and a staggering 94% of people scroll past search ads. To capture attention and drive conversions, your copy needs to be clear, compelling, and memorable. Here’s how:

1. Beware of Adjective Overload: When describing your products or services, action-oriented language trumps a flurry of adjectives. Replace vague descriptions with clear, concise verbs that highlight the benefits. For example, “Grow segmented lists with quality subscribers” packs a much stronger punch than “Advanced segmentation functionalities.”
2. Strategically Structure Your Content: People tend to remember the first and last items in a series. Keep this cognitive bias in mind when crafting bulleted lists, introductions, and conclusions to maximize impact.
3. Banish “Submit” from Your CTA Vocabulary: Ditch the generic “Submit” button and replace it with more compelling and specific calls to action that inspire action. “Get your free guide,” “Download your copy now,” or “Book a free demo” are just a few examples.
4. Prioritize Readability for Enhanced Credibility: Research suggests that easily digestible information is often perceived as more trustworthy. Avoid complex fonts, unnecessary steps, or jargon that can create friction and erode trust.
5. Embrace the Power of Emotion: Humans are emotional beings, and our decisions are often driven by feelings rather than logic. Incorporate emotional language into your copy to forge deeper connections.
6. Go Beyond Automated Readability Tools: While plugins can offer helpful suggestions, they can’t replace a human touch. Learn to identify and address issues like lengthy paragraphs, excessive formatting, over-linking, or a condescending tone that automated tools might miss.

SEO Secrets to Boost Your Rankings

Beyond the usual SEO advice—you know, the importance of relevant keywords, optimized metadata, and backlinks (which you can find in our comprehensive SEO basics guide) — here are a few less-discussed strategies:

1. Demystifying Schema Markup: Schema markup might sound intimidating, but it’s a powerful tool for enhancing your website’s visibility and search performance. From improving click-through rates and targeting to boosting brand awareness and even enabling CTAs directly on search engine results pages (SERPs), schema markup offers a wealth of benefits. For small businesses, the local business schema markup (for your homepage, about page, and contact page) and the review schema markup are particularly valuable.

   

   

2. Optimize Images for Speed and Performance: Compressing images is crucial for website speed, but resizing them is equally important. Ensure your images are optimized to the maximum display width on your website to prevent your site from shrinking them down on the fly, which can negatively impact load times. Tools like can help you compress images without compromising quality.

3. Go Beyond SEO Tools with Google Search Console: While SEO platforms like Ahrefs and Semrush are invaluable, they only provide a partial view of your website’s keyword rankings. Google Search Console (GSC) offers a more comprehensive and frequently updated perspective.

4. Keep Your Content Fresh with Regular Updates: Even evergreen content needs a refresh now and then. Breathe new life into your posts by updating images, incorporating new information and links, fixing broken links, and tweaking your meta titles.

5. Master Core Web Vitals: These user experience-focused ranking factors can feel a bit technical, but you don’t need to be a developer to analyze and improve them. For instance, you can easily identify unused JavaScript on your webpages, which can impact load times.

   This simple trick helps you pinpoint areas for improvement.

Level Up Your Social Media Game

Our social media experts have been hard at work this year, and these tips are a testament to their wisdom.

1. Optimize for Instagram SEO: The days of searching Instagram solely by hashtags or usernames are gone. Optimize your bio, post descriptions, and image alt text to rank higher in search results.

2. Experiment with Unconventional Posting Times: While conventional wisdom suggests posting when engagement is highest, consider experimenting with less competitive times, like the early morning hours.

3. Maximize Facebook for Local SEO: Treat your Facebook Business Page as a powerful local SEO tool. Ensure your page is complete, your location is accurately listed on Facebook Places, and your content caters to your local audience.

   

4. Unleash the Power of Employee Advocacy: Your employees’ LinkedIn networks offer a reach that surpasses your company page alone. Empower your team to become brand advocates by sharing valuable content.

5. Don’t Overdo Link Sharing: While sharing links to your website and blog content is essential, don’t let it dominate your social media presence. Provide value by sharing digestible, engaging content directly on the platform.

6. Create a Captivating YouTube Channel Trailer: Entice viewers to subscribe to your YouTube channel with a compelling trailer that showcases your brand’s personality, content style, and the value you offer.

Email Marketing Strategies for a Privacy-First World

Email marketing celebrated its 43rd birthday this year, proving its enduring power. Here’s how to get the most out of this reliable channel:

1. The Importance of Plain Text Emails: For every visually appealing HTML email you send, create a plain text alternative. While they might lack visual flair, plain text emails offer numerous benefits, including improved deliverability, accessibility, and faster loading times.

2. Small Tweaks, Big Impact: In the world of B2B email marketing, subtle changes can yield significant results. Experiment with incorporating testimonials towards the end of product emails, alternating CTA button colors, and signing off with a friendly, positive tone.

   

3. Rethink Your A/B Testing Strategy: With the rise of mail privacy features, open rates are no longer reliable metrics for A/B testing subject lines. Instead, shift your focus to testing elements within the email body to optimize engagement.

4. Understand the Nuances of Triggered and Nurturing Emails: Triggered emails, sent in response to specific user actions, and nurture emails, delivered on a predetermined schedule, serve distinct purposes in your email marketing strategy.

5. Craft a Newsletter Name that Stands Out: A catchy and creative newsletter name can significantly impact your email marketing performance, boosting sign-ups, brand recognition, and word-of-mouth promotion.

Customer Marketing: Strategies for Building Lasting Relationships

Effective customer engagement is about creating proactive, reactive, interactive, and attractive experiences. It’s about nurturing relationships, not overwhelming your audience. Here are a few tips to enhance your customer engagement efforts:

1. Get Creative with Review Requests: Instead of directly soliciting reviews, try asking satisfied customers if they’d be willing to provide a testimonial for your website.
2. Communicate Price Increases with Transparency and Empathy: If a price increase is unavoidable, craft a clear and concise email outlining the increase, the rationale behind it, the effective date, and any required action from the customer. Avoid lengthy justifications that can sound defensive.
3. View Negative Reviews as Opportunities: Addressing negative reviews publicly demonstrates your commitment to customer satisfaction and can help rebuild trust.
4. Focus on Quality over Quantity in Customer Communications: Fewer, more meaningful touchpoints are generally more effective than bombarding customers with excessive communication. Prioritize personalized and relevant interactions that build trust.
5. Define Your Core Values to Enhance Customer Service: Clearly defined core values guide employee behavior and contribute to a positive work environment, ultimately leading to improved customer service and satisfaction.
6. Gather Holistic Customer Information: Go beyond basic demographics and delve into your customers’ motivations, values, and aspirations. Understanding their definition of success, mission statements, and even personal interests can help you forge stronger connections.

Get Ready for a Year of Marketing

That wraps up our whirlwind tour of 2021’s top marketing advice! As we enter a new year, get ready for an even deeper dive into landing page optimization, the psychology of copywriting, Google and Facebook Ads strategies, and a healthy dose of creative inspiration.
To recap, here are the top 10 digital marketing trends you need to embrace in 2022:

1. Embrace automation
2. Make diversity a priority
3. Give those email marketing flows a makeover
4. Adopt the latest tracking technology
5. Write conversationally
6. Invest in design tools to elevate your visual content
7. Don’t give up on Facebook ads
8. Make reviews a central part of your strategy
9. Embrace video and humor
10. Prioritize first-party data And if your thirst for knowledge still isn’t quenched, check out our Top 10 Digital Marketing Trends of 2022 (That Don’t Include Voice Search).