Somehow, 2022 is already coming to a close, and marketers need to prepare for 2023. As you consider your budget and calendar, it’s important to flesh out your plan for 2023, so you can come out swinging in the new year.
We can’t predict exactly what the future will hold for brands in the next year, but it’s best to follow these do’s and don’ts as you plan your marketing in 2023.
Do try video content
If you’re going all-in on Instagram posts, blogs, and podcasts, you’re doing great already. But let’s be honest: your followers want video content, and it’s high time to give it to them if you haven’t already.
Fifty-four percent of consumers want to see more video content from the brands they support. Since 82% of all content on the internet is video, it makes sense that consumers expect to view more content in a video format.
If you have a smartphone (and we’re pretty sure you do), it’s easy to start filming videos for Instagram, TikTok, or even your company website. Pick one person to act as your spokesperson on camera. Give them a topic and a few talking points. Even a talking head-style video is excellent if you’re just getting started!
You can also jazz things up with video formats like:
Once you’re done filming, paste all the raw footage into your phone’s native video editing app to zhuzh it up before posting. There are plenty of low-cost video editor apps out there if you want something fancier, though.
Don’t do one-time influencer partnerships
Influencer marketing was all the rage in 2022, and it’s still going strong in 2023, but with a twist. More influencers are looking for long-term relationships with brands instead of one-time posts — and brands are digging it.
After all, a long-term partnership means influencers get predictable revenue, and brands don’t have to hunt for new influencers every month. It’s a win for everyone!
You can build a cadre of influencers turned brand advocates with long-term engagements. This gives you more opportunities to deepen relationships with influencers’ followers than you would get with a one-time post.
Do repurpose your content
Hey, we get it. You put in a lot of work to create marketing content. The good news is that you don’t have to post brand-new content on every channel, every time. Actually, you can film one video and get several pieces of content out of it.
The next time you film a video, repurpose it in different formats like:
Transcribed audio that turns into a blog
Blog text that turns into an infographic
An infographic that turns into an Instagram Carousel post
See what we did there? All you need is one video, and you can create several pieces of share-worthy content across all of your platforms. This is a great way to save time while bringing fresh content to all of your channels regularly.
Don’t ignore your customers
Are your customers responding to your emails or leaving comments on your social media posts? That’s marketing gold, so don’t ignore your followers!
Marketing gives you the power to have real conversations with the people who support you. In fact, you can turn their stories into marketing fodder. Find social media users who are talking about your brand and use their user-generated content (with permission, of course) for your brand account.
2023 is the Year of The Customer. This is the year to make your customers and clients the highlight of your content. Make it a party where you celebrate the amazing people who support your vision. Chances are, they’ll reward you with word-of-mouth referrals and long-term loyalty.
Do follow trends
Sometimes you just need to follow the crowd. In 2022, the rise of TikTok showed us just how important it is for brands to follow timely trends. There’s nothing wrong with planning your marketing campaigns for a year at a time, but they need to be flexible enough to account for trends.
For example, if you regularly post on Instagram, be a regular user on the platform so you can spot brand-appropriate trends. Then act on them quickly! Sometimes, trends have a shelf life of no more than a week, so toss your hat into the ring before the moment’s gone.
Don’t stop marketing
Instead of panicking at the economic news by cutting your marketing spend, it’s usually wiser to do the complete opposite.
Marketing is an investment in the health of your business, so if you stop marketing yourself, how will customers find you? In 2023, it’s best to continue promoting yourself — albeit in a more budget-friendly and creative way — to keep customers coming to your door.
Do dust off your customer personas
If you have customer personas, you know how much work your team put into these marketing tools. However, customer personas are going to change over time. The end of the year is a perfect opportunity to rethink your approach for 2023, so dust off those personas and jazz them up!
Make sure your personas are still relevant to the customers you sell to, the products you offer, and the industry as a whole. If something doesn’t fit, now’s your chance to fix it.
Don’t copy other people
This is always a marketing rule, but in an era marked by fast-paced trends, it’s important to remember that copying isn’t OK. You’re under pressure to post on social media multiple times a day, but even so, everything you post needs to have your unique spin to it.
Do stand up for what you believe
Consumers want to support brands with a meaningful mission. This is the year of corporate social responsibility, so make sure you use 2023 to stand up for what you believe. Find a cause that you care deeply about and that connects with your services or products.
For example, a beauty brand might support female empowerment non-profits. A men’s beard oil company might support men’s mental health resources. You get the idea. By aligning with what you believe, you’ll give consumers a deeper reason to buy from you — other than your amazing products, of course.
Don’t solely market through digital channels
Did you know that 47% of internet users have ad blockers? We love the ease of digital marketing, but it isn’t always the most affordable or effective way to connect with shoppers.
As we relearned during the pandemic, real-world connections still matter. Promotional products, events, and experiences help you connect with shoppers in a one-on-one environment that digital media just can’t touch. Try to plan at least one physical marketing campaign in 2023 and compare it against your digital channels — we’re sure you’ll see a striking difference.
Cheers to 2023
We hope you’ll remember 2022 as a decent year, all things considered. But 2023 gives brands a fresh opportunity to deepen customer relationships — and have a blast in the process. New trends will take shape as we careen into the new year, but it’s best to prepare by following these do’s and don’ts of marketing your brand in 2023.
Originally posted by our partner Boundless on Dec 14, 2022