As we venture into a new year, it’s critical for companies to be aware of the latest trends to ensure their marketing strategies continue to appeal to a broader, modern audience.
So, today we’re breaking down three marketing trends that will be making waves in 2023.
1. Self-Service Options
If we could choose one theme for 2023, it would be customer service. More brands from B2B and B2C industries are investing in their customer service practices to elevate the customer experience in the new year. This emphasis is likely attributed to the fact that 95% of all consumers consider customer service necessary for brand loyalty. However, customer service is a broad term, so we’re only going to focus on one of the latest trends: self-service options.
When consumers are looking for information about a company and their services, they want them fast and easily accessible. That’s why self-service options such as detailed FAQs, infographics, and informative company videos that live on your website’s homepage are a great way to reach potential clients without them ever having to pick up a phone. By meeting them where they are and allowing the user to discover your company on their own time when they do reach out, they’ll be more intentional about speaking with your team as they’ll already know what your company can do for them and therefore be interested in working with you.
2. Navigating Your Strategy Around a Recession
Talks around surviving a recession cannot be avoided in 2023. Business owners need to adjust their marketing strategies to ensure they’re focusing efforts where they matter most. One of the most crucial shifts businesses can make in the new year is considering demand generation, where appropriate. But what exactly is demand-gen? While lead generation collects information about users and nurtures the relationship over time through email marketing and contact forms, demand-gen connects with users more directly by providing access to blogs and resources that users can use immediately and convert them more directly.
Informative, relevant blogs, free trials for services, quizzes, and corporate gifts are all examples of demand-gen tactics that you can implement now to strengthen your marketing strategy for a potential financial downturn. Yet, always remember that the buyer’s journey is not linear. Even if you don’t see results immediately from your efforts, keep in mind that consumers are pinching pennies too, and just because your strategy isn’t converting them now, your services could resonate with them later when they have a demand for them. Brand awareness is key to staying relevant.
3. User-Generated, Interactive Content
User-generated content and interactive content could be their own groupings; however, together, they make an engaging pair. Where word-of-mouth advertising used to reign supreme, more business owners have turned to their online communities for recommendations and referrals in response to the pandemic and the shift to remote and hybrid working environments. This is where creating user-generated, interactive content can help elevate your brand and appeal to the modern business owner.
Consider producing guest blogs by known industry experts in your area to help garner the attention of your digital audience. Second, you can also invest in video testimonials from your top customers in your targeted demographics and make the videos easy for new customers to find when they visit your website. Finally, if you have a social media following but are struggling to convert likes and follows into sales, explore a social media takeover by one of your employees and have them take your followers through a day of working at your business. You can also use this opportunity to conduct an AMA (Ask Me Anything) with your followers, giving your potential customers a better understanding of what your company does and how you do it better than your competitors.
While knowing affordable, yet effective ways to advance your business in 2023 is one thing, carrying out these efforts is another. That’s where our team at Rizco comes in. We can partner with you to become an extension of your team to support the execution of marketing strategies and tactics that deliver on your business goals and drive results. Contact us today to start the conversation.