We are entering the final quarter of 2021, and our attention is turning to the marketing tactics that will shape online shopping in 2022. We find that a proactive approach to understanding and implementing new strategies is the key to a seamless transition into successful results. The last two years have demonstrated clearly how important it is for businesses to model relevant marketing practices.

These are the trends we see resonating strongly with online shoppers now and into 2022:

1. No-Click Searches

Typically, online users enter a search and click on one of the search results, but we are seeing increasing traffic interact with the Position Zero results. These are the suggestion boxes that appear at the top of the results page, often accompanied by an image, offering the information users want. Position Zero provides zero-click search, because users can receive answers directly from the results page without further navigation.

As you may have guessed, zero-click search means prospects are NOT landing on your website, but this doesn’t make your website obsolete. Rather, the opposite – if your website is featured in Position Zero, you’re positioned as an industry authority. If your Position Zero copy is compelling, you can convince readers to click on your site for more information.

How can you drive online traffic from Position Zero to your website?

• Create page titles that indicate what readers gain from visiting your site
• Extend your how-to lists so that readers click on the link for the rest of the information

2. Google Verified Listings

You operate on a local level, so how do you ensure your website is appearing to local customers? Your Google My Business listing establishes your geographical location online so that you can show up in location-based and “near me” searches.

Be sure to verify your Google listing and keep your information up to date to ensure prospects have access to the most recent and accurate information about your business. Benefits of verifying your business on Google include:

• Managing your business information on Maps, search and other properties
• Building up your reputation and credibility
• Protecting your business listing from being claimed by a fraudulent entity

3. Visual & Voice Search

People are turning to alternative search options to deliver faster, more convenient and more equitable results.

Visual search allows users to upload a product image in lieu of entering a search and receive information based on the image. If a user uploads an image of a tire, wheel or automotive part, they can receive a list of similar products and where to buy them.

How can your business leverage visual search?

• Infuse your website with high-quality images tagged with descriptive keywords
• Add descriptive file names to your images before uploading them to your site
• Include alternative text (“alt tags”) to all images
• Introduce an image search feature to your website inventory listings

Voice search uses voice-activated digital assistants such as Alexa and Siri, and this significantly shifts the use of keywords. When a prospect uses Google, they might type in something akin to “auto shop Atlanta” or “auto shop near me.” A voice-activated search is phrased as more of a complete sentence, such as “Alexa, where is the closest auto shop?” According to TheeDigital, 47% of digital assistant users use voice search to find businesses online. When creating your online content, consider the types of questions prospects might ask to optimize your ability to appear in voice search results.

4. User-Generated Content

Interactive content encourages customers to engage with your website and spend more time on your platform while learning more about your business. For example, you can provide a quote calculator so that shoppers can generate a personalized price estimate of their desired units, parts and services.

Social media is another excellent platform to provide interactive content for your followers. In addition to gaining likes and comments on your usual posts, you can share surveys, quizzes and contests to entertain your online customers while also gaining valuable insights about their knowledge of your business and what they want from their buying experience.

5. Social Media Stories

How often, if ever, do you post on your social media stories? These story features live at the top of social media timelines, where they are highly visible to your followers. Typically, story posts exist for about 24 hours, and this fleeting nature encourages followers to interact with story posts before they disappear. TheeDigital reports that businesses have 33.3% of the most-viewed story posts.

Here are some easy ways to get into the habit of posting on your stories:

• Highlight your inventory, especially any new brands or special promos
• Search for posts tagging your business and reshare on stories
• Share a behind-the-scenes look at your store – build a personal connection with followers
• Utilize Q&As and polls to engage followers – invite them to share their greatest enjoyments and setbacks of working with auto shops

Digital marketing continues to evolve and progress to meet consumer preferences, and we are excited to see how these strategies impact the digital marketing landscape in the long run. In order to achieve the best possible results for your business, it’s important to stay on top of incoming marketing trends, and Net Driven is here to support you every step of the way.

If you have questions about adopting these strategies (or any others) into your marketing plan, please feel free to contact Net Driven today.