It’s 2023, and the way you’ll market your business this year is going to be remarkably different from how you’ve done it in the past. There are numerous new opportunities that have emerged on the scene, and I’m here to unveil the most powerful marketing strategies you can utilize in 2023 to take your business to new heights. Modern marketing can be categorized into five key areas, so let’s delve into each one and explore the top tactics that are currently yielding exceptional results.
Bucket 1: Content Marketing
If you want to create impactful content this year and in the foreseeable future, it’s all about short-form vertical videos. Platforms like TikTok, Instagram Reels, and YouTube Shorts have become the go-to mediums for engaging your audience. When TikTok skyrocketed in popularity during the pandemic, it not only resonated with viewers but also caught the attention of other social media apps. Instagram, for instance, introduced Reels, acknowledging the competition posed by TikTok. TikTok’s massive success has prompted major players to introduce similar features, incentivizing users to embrace video content.
Short-form videos have proven to be effective for higher levels of engagement and better audience recall. Moreover, these platforms are not just limited to Gen Z users. TikTok’s user base is aging up, with over 53% of its users now over the age of 30. By repurposing your TikTok videos as Reels on Instagram, you can reach an even more mature audience. To maximize the impact of your short-form videos, consistency is key. Studies have shown that committing to at least one video per day can yield substantial growth on these platforms.
Creating these videos doesn’t have to be daunting. Don’t obsess over production value; the videos don’t need to be Oscar-worthy. Focus on providing quick tips, advice, processes, surprising statistics, product recommendations, or tools in your niche. These videos can be presented in various formats, such as talking directly to the camera or with related footage and text overlays. To make the process more manageable, set aside a few hours each week to batch-produce videos for the following week. Considering the short duration of these videos (around 7 to 30 seconds), the exposure across multiple platforms makes it worthwhile.
Bucket 2: Search Engine Marketing
To improve your visibility in search engine results, you need to adapt to Google’s latest update—the helpful content algorithm. Google aims to prioritize content written for people rather than solely for search engine optimization (SEO). To rank higher in search results, you must understand the intent of users and ensure your website provides clear answers to their queries.
To optimize your important SEO pages, focus on answering the questions users are likely to search for. Include frequently asked questions, specifications, pricing details, and comprehensive information that eliminates the need for users to seek answers elsewhere. For example, a local physical therapist saw success by creating content around the cost of physical therapy in his area, addressing a gap in existing information.
In 2023, prioritize depth over breadth when it comes to content creation. Concentrate on a handful of essential pages and posts, ensuring they deliver the most helpful and relevant information to your target audience.
Bucket 3: Social Media Marketing
User-generated content, in the form of influencer collaborations, has become a significant trend in social media marketing. Viewers tend to trust product recommendations from influencers they follow, making it a lucrative opportunity for businesses. With TikTok’s Creator Marketplace, connecting with influencers has become easier and more streamlined. The platform allows you to find the right influencers within your budget, negotiate terms, and initiate collaborations directly.
When selecting influencers, consider factors like follower accounts, average views per video, engagement rate, and relevance to your audience. Nano influencers (with smaller followings of one to ten thousand) often boast higher engagement rates, making them a viable option. Focus on influencers whose content aligns with your brand’s interests and target demographics.
To amplify the impact of influencer collaborations, you can convert top-performing influencer posts into paid TikTok ads known as “spark ads.” This not only extends the reach of the content but also leverages the expertise of influencers in creating effective ads.
Bucket 4: Email Marketing
Despite being a longstanding marketing strategy, email marketing remains highly profitable, boasting an average ROI of 42:1. The key lies in acquiring your ideal customers’ email addresses. Interactive lead magnets are effective tools to encourage sign-ups. Traditional lead magnets like newsletters have limited appeal, but interactive ones, such as timed challenges and quizzes, yield higher opt-in rates and better results for subscribers.
Timed challenges provide a series of activities or assignments delivered via email over a set period, helping users achieve specific goals. Varying the content format, such as including videos, enhances the relationship-building process. Quizzes, on the other hand, enable personalized advice or action plans based on individual circumstances. Online quiz builders like tryinteract.com facilitate the creation of engaging quizzes that provide tailored results.
Bucket 5: Pay-Per-Click (PPC) Marketing
To achieve omnipresence in paid advertising, Google’s new campaign type offers a game-changing opportunity. This campaign type allows businesses to be present across multiple platforms simultaneously at a lower cost than traditional Google Ads. For a detailed explanation of this strategy, click here to watch a dedicated video that outlines how to be found everywhere online for less.
In conclusion, marketing in 2023 requires adapting to new trends and opportunities. Short-form vertical videos, helpful content for search engine optimization, user-generated content through influencers, interactive lead magnets for email marketing, and cost-effective PPC campaigns are the key areas to focus on. By leveraging these strategies, you can elevate your marketing efforts and drive significant growth for your business in the ever-evolving digital landscape.