The last few years have been a whirlwind of unpredictability that brought significant shifts in consumer behaviors. Many of these, we suspect, have permanent effects, altering how we have previously understood business, particularly in the online business industry.
With people staying inside more than ever, stores began to see a healthy amount of attention coming via internet interactions and sales. Learning from these behaviors and accepting that we exist in a new normal, there are several major marketing trends your brand will need to consider to have a successful future.
So where do we begin? We’ve learned from the past 3 or 4 years to start early and reconsider where time and resources are spent. This doesn’t mean reinventing your business but making adjustments to ensure longevity and growth. In this article, we’ve identified five major trends for 2023 that businesses need to invest their time and resources in to retain current customers and generate more traffic, leads, and revenue.
1. Making The Digital Transition For Survival
The digital transformation has been buzzing around in conversation since the very start of quarantine last year. Several people understand this as an online application for sales, marketing, and customer service basics. However, it transcends these traditional roles.
The digital transition is the reimaging of business in the digital age. It deepens into understanding how you think about and interact with your customers.
Brands must embrace the evolving technologies that get in front of people who spend much time at home and on the Internet. To be a leader, or on your path to being a leader, in your industry, your technologies need to deliver a seamless and highly attractive customer experience. After all, these internet users are a single click away from being dragged in by the next meme or cute dog video.
An essential place to start for a successful digital transition is developing omnichannel marketing. Putting all your eggs in one basic simply won’t have long-lasting results for your business. There are several places to invest, including email marketing, influencer marketing, etc. The key place to invest your marketing dollars will be the PPC space. Start with analyzing your practices to ensure your Facebook and Google Ads have healthy budgets and the right amount of attention.
2. Using Instagram’s Latest Features to Stay Ahead of The Curve
To stay relevant in today’s market, it has become apparent that you must have a sound presence on social media. Continuing to grow as one of the largest spaces for people to engage in Facebook’s child, Instagram. As Instagram has continued to evolve in popularity, so have its features.
Announced in late 2020, Instagram made a significant commitment to become more search-friendly. They now offer a monumental change to their search options. Without using hashtags, you can refer to a search similar to Google to type in keywords that will help users find the posts, videos, and relevant content they’re looking for. This allows your brand to bring SEO into the social space. Take advantage of this latest feature by ensuring all your posts contain captions with keywords likely to attract new visitors.
Another significant feature announced in 2023 is Instagram’s introduction of video Reels only. To understand its significance, let us recall the year 2016. This is the year that Instagram introduced stories to their app. Once this feature was rolled out, the activity on the app completely changed. We saw exposure and engagement for organic posts dropping, shifting far more attention to the stories. In 2021, we saw a very similar situation with the explosion of Reels. This brings in 10x the views you’d see from a post or story. Make this an essential place to post content for maximum exposure on one of the world’s most popular apps.
3. Don’t Reinvent the Wheel – Double Down on What Works – SEO
While many new trends and shifts are flooding the scene following the year of the Coronavirus, some things never lose impact. Regarding content marketing for brands, SEO will remain highly important.
While other companies are getting distracted attempting to reinvent how they market to their audience, we urge you to continue to focus on your organic efforts. Experts from all over say that SEO will remain a crucial component of content marketing in 2023.
One big struggle for many brands is that corporate giants highly occupy the organic space in Google. Staying relevant with all these big guys may seem daunting to some. This year is the year to use your SEO to differentiate from this competition. Focus your energy on capturing niche and long-tail keywords and creating original and engaging content your customers will want to engage with. A great place to start is to look at your FAQ page and draft content around answering those questions.
4. Why Your Brand Accountability Matters More Than Ever
The amount of social unrest that unfolded during the past few years has had one of the most significant impacts on consumer behavior. Now more than ever, consumers have a great concern for having a deeper understanding of what brands stand for before they’re willing to support that business financially. They’re looking for brands to be authentic and transparent. Simply put, consumers aren’t looking for a person-to-person connection.
Brands need to reveal who they are and what they stand for. Construct material that gets your faces out there. Generate more videos and create more content revolving around what matters to the core of your audience. Consumerism based on accountability is of vital importance to most people today. This includes people’s concerns on social issues and preserving the planet.
Partially in the realm of green consumers, people are putting their money where their mouth is. 65% of consumers want to buy from purpose-driven brands that practice and support sustainability. This is a strong indicator that brands that prioritize being eco-friendly will dominate the market in the coming years. Ensure that your brand is meeting this demand. To learn about more ways your brand can become eco-friendly, check out our previous blog: Ways to Make Your Brand Sustainable
5. The New Levels of Brand Engagement
Another significant change in consumer behavior is how customers participate and engage with brands. In the past, this has primarily consisted of product reviews or individuals posting about a brand they enjoy on their social media. Today that looks a whole lot different.
With the way social media has evolved, this is becoming more of a 2-way street. Now consumers are drawn to direct participation in the growth and development of brands. Whether they’re brand ambassadors, influencers promoting your products, or creatives making innovative redesigns, people are more motivated to help. Research has shown that most of these current consumers engaged in at least one brand conversation this last year.
Interests of your customer base appear to be changing, and your means of invoking engagement need to follow suit. Look for areas to use influencers to bring up your brand to their loyal following bases. Get a list of possible brand ambassadors and shoot over some products. Use your socials to make polls about which product you should release next. Many consumers engaging are willing to participate in the most profound form. Take it to the next level and engage your audience to get their direct feedback and involvement during the design process.
Following the past few years, we have all realized we live in a new version of normal. This demands an attention shift for business owners to cater to how people exist following the pandemic. Use this as a start for an outline for your 2023 marketing plans. As all brands are different, more questions always arise along this journey. If this sounds like you, contact our team for more information on setting yourself up for a successful 2023.
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