Shane Reiss is a professional speaker and consultant on leadership and organizational development. Omni Solutions Consulting LLC.
Small business owners deal with a myriad of tasks at the end of the quarter, from crunching numbers to organizing inventory. With the new year around the corner, it's time to think about your marketing strategy for the year ahead. As you plan your budget and allocate resources, consider incorporating these seven marketing trends to stay ahead of the competition in 2023.
self promotion
You can't have a business without a brand – unfortunately, when consumers look at your products or services, the next step in the decision-making process is to research your business and its creator. What will a customer or client find on your social media?
Do your social media profiles tell them what you do, who you serve and why? Does your personal brand align with your business goals?
If you want to stay ahead of the competition, the answer to these questions must be yes. You want people to recognize you and your brand when they see it. To do this, you need to have a digital and physical presence, be consistent with your online and offline messaging, and be active in the places your audience frequents.
Marketing has become meta
Tech entrepreneurs always talk about the "leap." The next big leap in marketing will hit the metaverse. The question is, will your small business be ready? Watch this video from Satya Nadella to learn how Metaverse can change the way we see and interact with the world and how you can take advantage of this new technology ahead of your competitors.
The Metaverse is a virtual world that people can explore and interact with. It is a bridge between the "real" world and the Internet. On Metaverse, companies can create personalized VR experiences for their customers. This is a great way to give them an immersive experience.
There are three ways your small business can use Metaverse:
1. Use AR and VR to create an immersive experience for your customers.
2. Use 3D printing to create physical products for your customers to use in the Metaverse.
3. Use blockchain to create a secure and decentralized way to store data and transactions.
Create a community for your audience
How can your small business bring its members together under a common vision? I recently watched the WeWork documentary on Hulu. If you're not familiar with the story, WeWork is a company that provides shared office space for entrepreneurs and small businesses. The company started with a lofty goal - to change the way work is done.
The idea behind WeWork is simple but powerful: people are more productive when they feel part of a community.
I'm not here to discuss the flaws of its creator, but to discuss the power behind the idea of community. Your client craves community; give them
Data-driven content
According to a Hubspot study, 54% of viewers prefer videos over written content.
Is your target audience in this percentage? When was the last time you looked at the data? As an evidence-based coach, data plays an important role in my business decisions.
We know content is the most important thing, but small business owners can't rely on guesswork when deciding what type and medium to create content. Make data-driven decisions to maximize your marketing budget. This will help you understand who your customers are, what they want and how to best reach them.
Add speaker and author to author
Speaking at a trade conference and writing a book based on your expertise remains an important marketing strategy for small business owners, especially those offering professional services.
Both allow you to reach new audiences unfamiliar with your work, increasing your exposure and experience.
Strategic partnership
You are six degrees away from a potential business partner or contact that could change the course of your business. The problem is that you don't know the other five people between them. Communication with like-minded people is necessary here. A long-term but effective small business marketing strategy in 2023 is likely to be alliances between non-competing companies to promote each other.
Steady growth of marketing influence
You may not be able to convince a celebrity to endorse your product or service, but you can find an influencer. Audiences rely on recommendations from influencers, and small business owners need to connect with interested audiences who need their products or services.
But don't be fooled. Not all influencers heard the same. When evaluating an influencer for your business, consider the following:
• Availability. How many people can they reach with their message?
• Involvement. Are their fans engaging with their posts?
• Compatibility. Does your target audience match your company?
• Originality. Is it really a strong person?
What does your product or service mean to them? Are you promoting something similar? These are all questions you should ask yourself before signing an endorsement deal with an influencer.
For some small business owners, niche influencers with small but highly engaged audiences are the best bet for your marketing budget.
Small businesses need to start thinking about marketing to stay ahead of the competition in 2023. When you combine the power of personal branding with the power of new technology and proven offline marketing tactics, you have a marketing mix that will help your business thrive in 2023 and beyond.
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