7 Marketing Trends for Small Business 2022

by | Apr 25, 2022 | Business Building Musts, Marketing Strategies, Sales, Small Business Help, Social Media

Given that we are about to jump into a new month, I wanted to blog my predictions for where we need to be spending time in our marketing during the rest of 2022!

I’ve come up with these 7 predictions by watching trends, doing marketing myself and for my clients and watching what works, what doesn’t and what did and doesn’t anymore or vice versa.

So, let’s get into it.

  1. Voice Search

Most houses have a “google device” or similar in their house these days – heck we have voice search available now on our phones!  Voice search and the necessity for you to be producing content that is compatible is here.

What am I talking about?  Voice search devices, Google Home, Amazon Echo with Alexa and the one many of us have in our pockets Siri by Apple!

We have one, every morning my children ask, Hey Google, what’s the weather going to be like today” or “Hey Google, can you set a timer for 5 minutes please”.

We are only going to see the rise and rise of voice search marketing.

What does this mean for small businesses?  Well frankly a lot and probably worth a whole podcast in itself.

But voice searches like “Hey Google, what’s the best pizza in town X” are going to become more and more common.

So, and this is going to be harsh, if you don’t have a website already OR if your website does not have great content on it that is in the language of your customer that solves their problems, then you are behind the eight ball.

If you don’t already have a website – get one.  Building your brand, your business, just on social platforms that you don’t own the real estate of, not a good idea.

All you might need is a fabulous one-page website, with great content on it that is in the language of your customer that solves their problems.

Voice search is not going away and if you’re honest and look at your own or your family’s habits, you’ll see that you or they are even starting to trend in that direction.

  1. Human to Human Marketing (H2H)

I have been banging on about this for about 5 years now.  So, it’s no surprise that it’s made it into my 2022 predictions.

I will say it again, loud and proud, human to human, H2H, we need to be marketing to our prospects like they are human, we need to be showing up for them as a human too!

Marketing is no longer about telling someone how good you are, how long you’ve been that good for and how they need you.

It’s about having a conversation with them, telling some stories, letting them get to know you – yes YOU! And leading them down a funnel path that results in them not being able to resist you and/or your services because they know you and you alone, can solve their problems or delight them.

If you wouldn’t say it to another human, in those exact words, then don’t write it as a content piece in your marketing.

Get personal too – do PERSONAL MARKETING!

Maybe it’s a piece of direct marketing – direct marketing is where the marketing is 100% personalised to that person.  A birthday card, a book sent to them you know they’d like, a personal invitation to attend an event that’s personal, a video sent when they join your world, a DM on Instagram saying, thanks for the follow, have a great day, a direct message on LinkedIn, saying, thanks for connecting or would you like to connect.

That’s what I mean by personal marketing.

One of our best pieces of marketing in my retail days was something we sent in a bright pink envelope with a handwritten note.  I have no doubt we had a 100% open rate, who gets snail mail or pink snail mail these days, but we also had a 95% take-up rate of the offer because it was SO personal.

The businesses that get this will win more in 2022.

Oh, and, yes, you really do have to keep showing your face (and your team’s faces if you have staff!).

If you’re afraid of the camera, I have two tips for you:

  • Filters, and
  • It’s not about you, it’s about your customers and how you can serve them!

So, my prediction is basically, those who market conversationally, those who show up for their community, will win more business because humans interact with other humans.

  1. Video

Video is king and it has been for many years.

Video intensifies your ability to build authority as the go-to person in your industry and it also quickens the “know, like, love, trust” factors that people need to feel before they’ll do business with you or become a loyal customer or client and one of your best piece of marketing – the referrer!

I’ve spoken about video many times on this podcast before.  And I’m pretty sure I’ve shared this story, but I’ll do it again.

About 5 years ago, I was at my mastermind complaining to my business bestie that I hate video.  I hate myself on video, I hate the way I look, the way I sound, blah blah blah.

His advice, swift and to the point (and a dagger to the heart).

He said: “Jenn you look and sound the same to me on video as you do standing here complaining right now.  It’s only you who thinks you look different or sound different.”

#truthbomb – boy did that one hurt.  But it’s so true and one of the best/worst pieces of advice I’ve ever had.

So, if you are interacting with people face to face, whether it be 1 or 200, the way they see you, the way they hear you is the same if you put yourself on a video.

I’ll pause for effect – let that sink in.

I hope that little pep talk will get you doing more video from today onwards – don’t wait for more of 2022 to slip by – just start doing it!  Tag me, I’ll cheer you on!

Set yourself a goal – do a video every day from today for 11 days.  Post them.  If practice makes perfect, then you’ll smash out videos like bunnies soon enough.

  1. Insights Driven Marketing

Businesses owners who use their analytics and insights to drive their marketing will win bigger and better and quicker in 2022.

If you have google analytics, or you are on a social media platform you have access to insights and data that can really help you uplevel your marketing and build strategies you know will work.

Therefore, making marketing easier, simpler, more strategic and, what we all want, have a better return on investment.

If you look at your insights and see that your audience is more engaged on Friday nights, then heck posts great content on Friday nights.

If you can see from your Google Analytics that you have a big bounce rate on a particular page of your website, investigate why that is?  Is it load speed, is it not what they are expecting?

If you see from your email marketing analytics that you have a bigger open rate when you use emojis in the subject line or when you send something out on a Sunday, then what are you doing sending an email out on Tuesday?

Use all the tools at your exposure to marketing strategically.  Those who do in 2022 are those that you are admiring with their growth in business and wondering how they did it!

  1. Influencer Marketing

Having someone else tell your audience just how amazing you are, or how amazing your product is, is worth its weight in gold if done right.

Having someone else help build that know, like, (or love) and trust factors is almost priceless.

In 2022, stop thinking about influencer marketing as paying a celeb to show your product, think of it as your customer who tagged you on Instagram when they took a photo of your product, think of it as the amazing staff member you have who always shares your stuff on their socials or to their friends, or that customer who is always referring you new business.

92 percent of people trust other consumer recommendations over business advertising.

Paying for Influencers is a trend that has seen big growth.  However, in 2022, we won’t be looking for celebs necessarily, they will be looking for people with a seriously engaged, perhaps smallish, audience.  We will be looking inside our community of amazing people and having loads of “micro-influencers”, not just one big paid one.

As small business owners, need to look at influencer marketing even more micro and look at who we have in our world doing it already or how we can encourage it – like how can you encourage your customers to tag and share what do you or what you sell more on their social platforms?

Definitely, a strategy to give weight to in 2022.

  1. Community Building

Stop thinking about “numbers”, as in a number of followers, likers etc., start thinking about building your community or tribe.  Those who will know, like (love actually) and trust you and not only be your best raving fan customers, but your best referrers too.

* Remember, communities need leaders!  Show up for them!

Building your community, making community building part of your marketing strategy and tactics in 2022, WILL see your business grow.  Worrying about followers is so 2019!

  1. Customer or Client Centric Focus

Whether you are looking at your captions, your website copy, your videos – think Customer Centric!

People don’t care about you until they know that you can solve their problems, their challenges or delight them!

Your marketing isn’t about you – it’s about them!  I know it’s a concept that seems hard to get your head around – show up as me, do more human to human marketing, but don’t make it about me – make it about them?

You might be saying: “Jenn, what the actual eff?  That’s confusing!”

I get you thinking that, but it’s actually not that confusing at all.

I’ll give you some examples:

  • Sharing your favourite quote and telling why it’s your favourite and in doing so inspiring your community.
  • Doing a live video about your product and telling your community not only about the features but about the benefits and showing up as YOU, building that relationship so they want to buy from you because you are “their type of people” and not your competition.
  • Benefits vs features – features, of a candle, are its smell, its burn time, its wick type etc etc, the benefits are that it will bring back memories from your childhood (the smell), it will crackle and remind you to have campfires (the wood wick) and it will make your house smell clean – even if it isn’t. Extol the benefits – the WHY – and do it in a live video with you and your candle – perfect marketing!

So that’s it – 7 of my predictions for 2022 and what marketing will look like for the rest of this year.

Let’s recap

  1. Voice-activated marketing
  2. Conversational, human to human marketing
  3. Video
  4. Insights driven marketing
  5. Influencer marketing
  6. Community Building
  7. Customer Centric Focus

Got questions, comments, thoughts, ideas – well I’d love to hear them all.  Head into my Facebook group, Like Minded Business Owners and tell or ask away!

Oh, and talking about my Like Minded Business Owners Facebook group – I have some amazing guests coming in there to do lives with me this year.  I am super excited by this. From finance experts to PR and marketing experts (besides me) to Law experts – they are all coming on to give you their time and do some Q&As with the group.

Another amazing reason to come and join that *FREE* community!

I hope these gentle reminders have been useful – please do reach out if you have any questions!


If you need some help in the direction of your marketing for the upcoming months, then let’s chat.  Book a discovery call here!

Also, extra reminder – go and join my Like Minded Business Owners Facebook group! It’s one of my favourite things about my business, sharing experiences and expertise with other small business owners. It’s such a supportive community, who totally GET what it’s like running a small business.

Or you can DM me on Instagram or send me an email jenn@jenndonovan.com.au

I wish to acknowledge the Traditional Custodians of the land, the Yorta Yorta People, on which I conduct my business today and pay my respects to their Elders past and present. I extend that respect to Aboriginal and Torres Strait Islander peoples reading this blog post today.

About the Author:

Jenn Donovan of Social Media & Marketing Australia.  Jenn’s a coach and mentor from rural NSW and is all about empowering business owners to earn what they’re worth so they can make a bigger difference in the world.  The Founder of Buy From a Bush Business, Co-Founder of Spend With Us – Buy From a Bush Business Marketplace and host of the very popular podcast Small Business Made Simple, Jenn is all about community and humans interacting with humans!  H2H Marketing – human to human marketing. Jenn talks the talk but importantly walks the walk! Jenn’s online community is over 320,000 with her famous Facebook Group currently at almost 351,000 members and still growing every day.  She’s the major of her own little online city!

Get in touch – www.socialmediaandmarketing.com.au

On Instagram – @jenndonovan_

On Facebook – Jenn Donovan

Or on LinkedIn as Jenn Donovan


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Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!

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