The last year may have seemed like it went past pretty quick, at least it did here at Social Gamma. That’s why we thought it was good to look to the year ahead and discuss how marketing strategies will need to evolve, to make the most of 2023.
Search Engine Optimisation (SEO), has been a staple of digital marketing for a while, but in 2023 it will have to be rethought to take advantage of new opportunities. This is because previously SEO focused mainly on Google, seeking to optimise for search ranking. This is still important, but with the growth of alternative search engines such as Microsoft’s Bing, it will become increasingly necessary to consider these engines when designing content.
Rather than seeing this as a challenge or a hurdle, marketers should see this as an opportunity. This is because the diversification of the means by which people gain their information, can provide many new and innovative ways of marketing to current and new audiences. Although, this may require making changes to strategies that were used in 2022.
The changes that will need to be made, will include testing new search terms for specific search engines, optimising for each search engine specifically. This by implication, means that content will need to be made specifically for intended channels, to maximise content performance increasing the likelihood of effective audience engagement.
Follow the leader
In a world so full of promotion and marketing materials, the key is to stand out from the crowd in 2023. One way this can be achieved is by building trust with your audiences, by showing them that you have expertise in your respective field. This strategy should be adopted most readily by companies that are passionate about their product or service. This is because the authentic passion will shine through in content that demonstrates a company as a thought leader in their industry.
The way to optimise thought leadership content is by sharing your company or brands unique insights, as these are authentic to your organisation and not replicable. Doing this demonstrates to your audience that the content is authentic, building rapport and trust, positioning your business as more than just a business, rather, as a repository of knowledge.
To generate loyalty in 2023, will require a new approach compared to the years previous. This is because as the economic situation becomes increasingly uncertain, audiences need increased value for money, incentivisation or an improved customer experience, to give what expendable income they have to your business.
This can be done in a variety of ways, such as providing discounts. This could be in the form of discounts as a result of referring other people to a business, discounts for ongoing loyalty, or for engaging in a desired behaviour, made easier to manage using bespoke business apps.
Another way businesses could incentivise customers, is to offer freebies, which don’t always have to be costly to the business, as they can be virtual products, such as token, badges or other award systems derived from gamification approaches. Some businesses may even consider offering a freemium service, where customers can gain a reduced version of a service at no cost, enticing them to upgrade to a full premium plan.
The third way is to provide high quality customer service. This again does not have to be costly. By identifying what your customers, or potential customers, fear or gives them anxiety within your user journey, you can improve the flow of your marketing funnel and increase customer satisfaction, which translates into brand loyalty.
2023 is going to be a tough year for many businesses and customers, but hopefully some of the tips and insights here will help you to embrace the challenges ahead and turn them into opportunities, for you and your business.