The beginning of the year is always brimming with both excitement and opportunity. This could be the year your business reaches new heights, attains that desired revenue figure, can afford the extra staff you’ve been needing, or even catapults you into the financial freedom most people only dream about.
But one thing is clear, to get there you’re going to need more customers, and the only way to get them is to market effectively. As exciting as a new year is, 2023 brings with it some challenges. Mainly, the looming recession which is coming or has already started depending on who you ask. This means we’ll have to be a bit more savvy and efficient with our marketing dollars so that we’re not unintentionally throwing them away.
To make sure we make the best of our marketing budget we’re looking at five critical marketing tactics for 2023 to ensure we’re marketing intelligently, responsibly, and effectively.
Mind Your SEO
As businesses increasingly shift their marketing strategies online, SEO (Search Engine Optimization) is becoming increasingly important for digital marketing success. SEO is an essential part of any digital marketing strategy, as it is the process of optimizing webpages and content to increase their visibility and ranking on search engine results pages (SERPs).
SEO can be broken down into two distinct categories: on-page SEO and off-page SEO. On-page SEO are the steps taken to optimize the content of webpages and make it more ‘search engine friendly’, while off-page SEO is concerned with the external promotion of webpages. This can include link building, social media marketing, and other activities.
The importance of SEO for marketing and promotion is clear: it can dramatically increase the search engine ranking of webpages, thus, leading to increased traffic and, ultimately, increased business. According to Hubspot SEO is number 4 in terms of ROI and going into 2023, an impressive 88% will increase or maintain their investment in it.
SEO is also an affordable marketing strategy. It doesn’t require expensive online advertising campaigns, as it is largely based on organic search traffic from popular search engines. It does, however, require a lot of time and effort, as optimization requires extensive keyword research, page optimization, link building, and other strategies.
TLDR: SEO is not new, or necessarily sexy, but as search engines become more intelligent and aggressive about serving up user-friendly, timely, relevant content, it is increasingly critical for your marketing goals to maintain a presence your customers can easily find.
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Mobile-first marketing is a powerful strategy that focuses on creating a mobile-friendly experience for users. It is based on the idea that mobile devices are the primary platform for users to access content and services. This means that marketers need to prioritize the mobile experience and create content and services that are tailored to a mobile audience.
As the world becomes more and more mobile-dependent, it is becoming increasingly important for businesses to focus on mobile-first marketing. Mobile devices are now the primary way people access the internet and mobile-first marketing is essential for any business that wants to reach and engage its target audience in this rapidly-growing market.
In 2022, worldwide mobile traffic accounted for nearly 60% of all digital traffic. This makes mobile marketing crucial for businesses that want to maximize their reach.
TLDR: With nearly 60% of digital traffic occurring on mobile, a figure that is likely to grow in 2023, your marketing channels need to be optimized to effectively reach mobile users.
Influencer marketing is a form of marketing that focuses on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential buyers and orients marketing activities around these key influencers.
The effectiveness of influencer marketing stems from the trust and authority that influencers have with their audiences. People are more likely to listen to someone they trust when they are making decisions about what to buy. Influencers bring credibility to a brand, making people more likely to purchase the product or service that they are promoting.
According to statistics from the Influencer Marketing Hub, it’s getting harder to reach audiences through traditional digital marketing. A considerable 74% of people online are using ad blockers, paying for ad-free streaming services, or avoiding media that contains commercials.
TLDR: 58% of people bought a product after an influencer recommended it. Influencers have built relationships with their audiences and often share detailed information about their lives and experiences. This creates connections between the influencer and their audience, which is something that traditional forms of advertising can’t do. They drive customer engagement, provide social proof, and expand your customer base. In 2023, this is a marketing channel you shouldn’t sleep on.
Direct Mail Marketing
Direct mail marketing is a type of marketing that involves sending promotional materials (such as letters, postcards, and brochures) directly to potential customers via mail. It is considered to be one of the oldest forms of marketing, with a history stretching back to the early 19th century.
The main advantage of direct mail marketing is that it is highly targeted. You can choose exactly who you want to target, where they live, and what types of products or services they might be interested in. This means that you can tailor your message to the customer’s needs and increase the chances of them responding positively to your offer.
Today direct mail marketing is one of the most effective forms of marketing:
- 57.5%-85% of recipients scan or read their direct mail [Newswire]] versus 21.33% with cold email campaigns [MailChimp].
- The average ROI for direct mail is $4.09 for $1.27 invested [Newswire].
- Direct mail allows you to target specific customer demographics so the right people receive your message.
TLDR: Direct mail marketing is an extremely viable alternative to all of the noise of the digital marketing world. It typically gets a better open rate, response rate, and return on investment than email marketing and it’s something you need to be doing in 2023.
Short-form Video and Live Streams
The rise of short-form videos, such as TikTok and Instagram Reels, and live streaming platforms, such as Twitch and YouTube Live, have had a massive impact on the marketing industry. This form of media is quickly becoming the go-to for brands looking to reach new audiences and engage with existing ones.
Short-form video is an ideal medium for storytelling. Brands can showcase their products, services, and stories in a way that is entertaining and engaging for viewers. They can also use this type of content to create meaningful connections with their target audiences. This can be especially powerful when combined with influencer marketing, as short-form video offers the perfect platform for influencers to showcase their content.
Live streaming presents marketers with a unique opportunity to connect with their audiences in real-time. They can use this to showcase new products, answer questions, and create a more immersive experience for viewers. Live streaming can also be used to host virtual events, allowing brands to build relationships with their audiences, create a sense of community, and share valuable information. After, pieces of the stream can be edited and added to create a key piece of content in your library of video-on-demand (VoD) on YouTube, Vimeo, Twitch, etc.
TLDR: 80% of people would rather watch a brand’s live video than read their blog post and with an estimated 548 billion hours spent streaming through mobile devices,short-form video and live streams are something you can’t ignore in 2023.
There you have it, 5 marketing tactics that you should consider including in your marketing plans and marketing budget for 2023 to drive sales, keep current customers, find new ones, and achieve your marketing objectives.