The landscape of advertising is always changing. Decades ago, infomercials dominated as an effective method of advertising. Today, if you poured all your resources into this strategy, it could flop tremendously. Even five years ago, marketing campaigns looked different than they do today.
Consumers in 2023 have shorter attention spans. They jump from one thing to the next rather quickly, which means you have a smaller window in which to grab their attention. They also care more about the values of a company and whether those are aligned with their own.
The business of marketing requires adaptability, creativity, and quick responses. Here are a few tips that can help you build effective marketing strategies for audiences in the year 2023.
A large portion of the average buyer’s journey takes place online. They learn about their need, research potential solutions via a search engine, and then browse through websites and online reviews to vet the various brands that can provide a solution. In many cases, they can even complete the purchase process entirely from their phone or computer.
This is why SEO is crucial. Your ticket to getting the attention of online audiences is to rank higher on search result pages. The only way to do that is to invest in SEO to strengthen your online presence. Build backlink profiles, optimize content with keywords, focus on quality over quantity, optimize for mobile, and take advantage of headings and meta descriptions.
Marketing used to be a communication method that typically moved in one direction. Companies put out an advertisement, consumers viewed it, and then they would decide whether or not to take action. Today, marketing is far more interactive, especially with social media platforms like Facebook, Instagram, and LinkedIn. These spaces are designed to build connections between people, and your brand should be taking advantage.
When you find the platform that your audience engages with the most, work to build community with your customers. Respond to their comments, share helpful videos, and share their stuff as well. These small steps can make a big impact on customers who see that you care about the community that is being built in this space.
The modern consumer cares deeply about the values of the companies they support. It is more important than ever that customers see what your principles are. A simple way to communicate your values is through involvement in the local community. Throughout the year, there are likely some charitable events or festivals that take place in the local area.
Playing a role in these events is a great way to show you care for the community. If the event supports a particular cause, then potential customers will know that you stand behind that cause.
You might think of branded merchandise as an outdated form of advertising, but it has stood the test of time. Even in 2023, many businesses benefit from the physical display of their logos and names in the community that are printed on everyday items. Everything from promotional sunscreen containers to reusable tote bags to t-shirts can communicate a message to the public. Plus, these giveaways can act as incentives for both employees and loyal customers. This marketing method accomplishes plenty of objectives all for a low, one-time cost.
Going viral is all about doing something unique that can appeal to a large audience and be shared quickly on social media. Viral sensations are very difficult to create. It requires a lot of creativity and a memorable experience to have a chance of success. This type of advertising must leave a strong enough impression on people that they feel compelled to share it, causing it to go viral. The most powerful tool for pursuing viral marketing is emotion.
If you can draw out strong emotions from the audience like humor, sadness, excitement, or even shock, then your marketing message could be spread at an exponential pace. However, it is very hard to guarantee success with this method, so it cannot be forced simply by spending more money and time on it.
Marketers that are unwilling to experiment are unlikely to be particularly innovative. This can result in poor results from your marketing campaigns. It is better to think of advertising as a trial-and-error process. Sometimes, campaigns may fall flat for various reasons. Your job is to figure out what those reasons are, learn from them, and apply them to the next campaign.
You cannot be a marketer without having a thick skin and being adaptable. The tips above can serve as a baseline for your advertising strategy in 2023, but they are by no means guaranteed to work. Success comes down to audience research, creativity, and the game of guessing.