Katherine E. Strachan is the CEO and owner of Copy House, an award-winning B2B content marketing company
As 2023 is upon us, you may be starting to think about different marketing strategies to help promote your business in what will be a challenging year for many. While the thought of spending money during a financial crisis can be daunting, it's more important than ever to keep your brand in touch with consumers and provide them with the products and services they need.
As marketing trends evolve, a few key areas are emerging that are worth considering as part of your marketing plan for 2023 and beyond.
Links to content
While content has always been a very important part of any marketing strategy, it is now absolutely critical in driving potential leads to your business. But while your content marketing plans may seem like a one-way street of information for your audience, it's now a great way to build relationships and community.
There's a big push to focus on the brand values that customers buy from, so know how much content you can post, who you are as a company, what your philosophy is, and how you help customers reach more people. They will probably find you.
When it comes to recessions and financial meltdowns, many people tend to buy more from the brands they associate with. Answering their questions is important when making a buying decision, so the more information you can put on your website and social media pages, the better.
Interactive Marketing
One of the biggest changes in how consumers learn about brands, shop and ultimately make purchase decisions is how they interact with brands. Polls, polls, and questions are nothing new, especially in the world of social media, but we're seeing a big shift in how the public wants to interact with the companies they want to buy from.
Providing tools like calculators or interactive infographics can encourage your audience to learn more about you on multiple levels, allowing them to build a level of trust with you that you might not otherwise be able to build.
If it works for your brand and audience, you may want to consider gamification to increase your presence, stand out from the crowd, and promote your business offerings. This could be something like creating an online community where users can compete against each other in various activities or earn points by completing objectives.
Focus on customer experience
While it's great to have a great product, if you don't provide a great customer experience, you won't see repeat business. In fact, according to one study, 76% of consumers surveyed would stop doing business with a company after a bad customer experience.
It's important to remember that customer service isn't just for people with questions or complaints; It starts as soon as someone lands on your website or social media channel. Every interaction you have with them via phone, email, automated chat or any other touch point allows your personality to come through and deliver the best experience possible.
This is where omnichannel marketing comes in, helping you create the personalized experiences your customers want most.
Artificial intelligence
AI has become all the rage recently as technology continues to advance at an incredible rate. While tools like ChatGPT and Jasper have some marketers running for the hills, there are actually plenty of ways to use them to your advantage.
While I don't recommend relying on AI bots to write the entire content stream for your business right now, there's no reason not to use them to help you create content plans and get topic ideas for your business. your audience Interesting to know more
You can use AI to analyze large chunks of data to quickly identify trends and patterns and help create customized content strategies.
High quality useful content
It's no secret that Google focuses on award-winning websites that prioritize content that is relevant to their audience. It took hours to fill a page with duplicate keywords and land on the first page of search results. This value can provide you today.
This means that if you're creating content, it's more important than ever to keep your readers in mind. Answer their questions and provide insights they can't find anywhere else. This will have a huge positive impact on not only your Google ranking (and hopefully leads), but also your level of trust and authority with the reader.
Whatever your marketing plan is for 2023 and beyond, it's worth doing your research and determining what methods will work for your business. This year may be difficult for many, but it will also be one of the most exciting with many new trends and ideas shaping our industry.
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