Now is the time to plan for 2023!
If you’re working on your marketing and communications calendar, here are a few things to consider. Video is growing, and influencer marketing will continue to help companies access niche audiences. If you’re looking to cut back on ad spending, consider discontinuing anything that isn’t building customer relationships. Don’t forget your marketing basics and try some interactive content.
What’s Growing?
Video
How much time did you spend on YouTube this week? Are you still resisting reels? They’re not going away. TikTok isn’t going anywhere, either. So if you haven’t mastered video yet, consider it.
SproutSocial tells us:
- 84% of consumer internet traffic is on video content
- 92.1% of the global population consumes digital video weekly
- Mobile video consumption has risen by 100% YoY
- Video ads are expected to account for nearly 35% of social ad spending in 2023
- Half of social media users prefer video over other types of content
- 85% of social media users want more videos from brands
Influencers
Influencer marketing is responsible for bringing in an average of $5.20 for every $1 spent, according to ecommercefastlane.com. The secret is choosing the right influencer. First, find someone who influences your audience. Here are a few tips for working with influencers.
Social Audio
No doubt you’re familiar with podcasts. Perhaps you know Twitter has been showcasing audio content in Twitter Spaces. Facebook will be featuring audio content soon. What’s great about audio is that it takes fewer resources to produce than video but is more engaging than text alone. Consider what pieces of your content might work well as sound bites.
What’s Perennial?
Email Marketing
Email marketing is used by 89% of marketers, according to ecommercefastlane.com. Email marketing is great for small businesses, product launches, and continuing to build relationships with existing customers.
User-Generated Content
User-generated content, or UGC, is anything created outside your company about your brand. Ad-adverse consumers trust loyal brand users more than the company. Encourage your brand advocates to share their reviews and pictures of your products or services online.
Marketing Basics
Don’t forget the marketing basics. You’ll always want to emphasize benefits over features. Think about your clients. Make sure you’re speaking to your ideal audience. Use fun and engaging copy.
Don’t Forget Your Values
Bring your brand identity into your marketing. Share what social responsibilities are important to you. Consumers prefer to support brands whose values align with the companies. For example, do you use recycled or recyclable packaging? Let us know. Do you spread awareness of societal issues, donate to charity, or sponsor community events?
What’s Worth a Try?
Interactive Content
You’ve probably used interactive content without even realizing it. This type of content keeps visitors on your site longer. Use interactive infographics, quizzes, interactive maps, games, calculators, or contests. Mortgage calculators, comparison guides, and interactive flowcharts are engagement builders too.
How Do I Stay in Budget?
So if you’ve found something new to add to your ads, how do you keep the budget in check? Where can you cut ad spending? What isn’t building customer relationships? What isn’t getting a strong enough ROI? To improve your ad effectiveness, keep track of what media, channels, and content types get lots of engagement. Then, do more of what works. Cut what doesn’t.
Not sure what to do next? Call me at 715-584-6773. I can help you create and execute your 2023 marketing and communications plan.
Resources/Citations
https://sproutsocial.com/insights/social-media-video-statistics/
https://ecommercefastlane.com/the-next-8-big-digital-marketing-trends-in-2023/