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A marketing strategy is "a plan that defines the marketing goals and objectives to be pursued to sell a particular product or product line, and how these goals will be achieved within a time frame." Keep in mind that you should consider the following three pillars in your marketing strategy plan before implementing it:
- Key audience demographics
- price and marketing budget
- business goals
The following seven marketing strategies are essential for communicating with your target audience, achieving your marketing goals by promoting products and services, building brand awareness, and engaging with your target audience through multiple channels.
1. Email Marketing
Email marketing is an old concept that will be especially relevant in 2023. Having a target audience list with a different email structure for each can provide you with a great "cheap" way to showcase your business growth and sell your products.
Here are three examples you can use in your email marketing. First, increase email engagement. People are used to social media and the engagement they can show while reading or watching content. Add videos, slides, games, and a user-scrollable carousel of photos.
Second, use clipping in the email copy. People want to be associated with brand values, and one of the best ways to do that is by telling your brand story. Tell them your origin story and showcase your personality, company culture and team. Use videos, quotes and memes to build relationships with your followers.
The last is adaptation. Personalization in the body of an email can increase open rates by 13% and increase click-through rates by 28%, while reducing bounce rates by 18%.
Email is constantly evolving because you control how you interact with your audience based on your marketing goals without having to follow the rules imposed by the platform you are on.
Related: Why Email Marketing Is Better for Your Business Than Social Media
2. Marketing on social media
Social media marketing is here to stay and we need to find the right platforms to create content, connect with our audience and showcase our experiences or products. This will be determined by their target demographic and where they spend most of their time.
It is also important to note that business-to-business (B2B) and business-to-consumer (B2C) will have specific platforms they can use for their business models. For example, LinkedIn for B2B and TikTok for B2C. Keep in mind that your audience may migrate to other platforms in the future.
One of the things you can include in your social media marketing strategy is thinking about ways to incorporate user-generated content. This can be in the form of reviews, unboxings, tutorials and product reviews. According to Stuckle, 88% of consumers consider reliability and relevance to be key decision factors when making in-app purchases and increasing brand engagement.
Most importantly, use your real voice and showcase the people in your company, their experiences, values and personality.
3. Public Relations
Another old-school concept that still finds a place in your marketing toolbox, especially in 2023. PR is highly relevant and can help you spread the word about accomplishments you've undertaken or products/initiatives you're pitching. The media will also help you with website/brand SEO and search rankings when you get a trusted website that mentions your business.
According to Statista, the PR industry is expected to be worth $129 billion by 2025, up 68% from 2020, with a value of $88 billion.
Related Topic: The Impact of Public Relations on Small Businesses
4. SEO
Search Engine Optimization (SEO) is a must-have strategy in 2023. SEO aims to increase the visibility of your brand and the specific keywords related to your offerings, helping you increase your traffic and sales.
Organic SEO can help you rank your content for certain keywords. I recommend learning the basics of SEO in your content and initially focusing on long-tail keywords to get better rankings.
The cornerstone of your SEO strategy should be creating quality content and paying attention to customer needs and questions while targeting key phrases. Consistently create relevant content that helps customers better understand your business and products.
SEO can be combined with paid advertising to get your articles to appear at the top of search results.
Related: 5 Simple SEO Strategies to Improve Your Rankings
5. Influencer Marketing
Partnering with influencers can help you grow your business in no time, increasing your brand awareness and reputation. The key here is to do your research and get lots of quotes from different influencers so you can choose the best offer.
I would argue that going after the biggest names in a particular niche is not always profitable because your business may not be ready for that kind of growth. The best strategy is to find smaller accounts with more engaged audiences so that both parties can grow simultaneously and more sustainably.
One of the growing trends in influencer marketing is live shopping, which means that potential customers can buy products through live videos. Influencers can display products, provide reviews and answer questions from their followers about the products they offer. Instagram is launching Live Shopping in September 2022, which allows users to purchase items directly from Instagram Live, so expect this to be a priority on the platform in 2023.
RELATED: Influencer Marketing Really Is A Game Changer for Business
6. Virtual Events
Virtual events aren't going anywhere, especially after the last few years when there was almost no travel. Showcasing your skills and value through online events can help build awareness and reach your brand. Attendance lists are reusable and segmented between emails, benefiting your business in the long run.
Another strategy is to bring in experts from your industry and organize an event where they will speak on a variety of topics related to your business. Social media event videos can also be reused in long and short videos.
7. Video Marketing
The most important strategy in recent years has been video marketing. Closely related to hosting virtual events, video marketing can help you showcase your business from multiple angles.
Your company members can work on topics and record video presentations for the world. Behind the scenes and corporate events can show the human side of your team, and your video content creativity is limitless.
Confidence here is key to wanting to be open on camera so people can understand who you are and what your business goals are.
Short vertical video content will be one of the biggest trends in video marketing in 2023. By 2022, 85% of American adults have smartphones, according to Zippia, and Americans spend an average of 5 hours and 24 minutes on their mobile devices. in one day. Since vertical video content can take up more and more space on devices and people use TikTok, Instagram Reels and YouTube Shorts, you should focus your time and creativity on exploring this type of video content.
The world is moving towards personal branding and video is one, if not the best way to reach your audience.
Make money from marketing in 2023
To summarize, test and see what works for you and your business. Don't focus and apply all the strategies listed here at once - experiment with what resonates with you as a person and as a workplace. Customize and develop the best marketing mix to achieve the desired results that will help you win in 2023.