What’s to Come in 2023?
As 2022 draws to a close, here are the top things you’ll need to prepare for if you want to maximise your marketing in 2023.
1. User Behaviour
Google is going to be far savvier with search engine optimisation (SEO). It wants to make sure that you’re not only focused on driving traffic to your site, but you’re also focused on engaging traffic when it’s on there. With the new Google Analytics (GA4), it will be checking to see how much people scroll down and actually read your content. Google wants to see less bounce rate and happier visitors. For 2023, user behaviour will be the most important factor for SEO. That means you need to think about what someone will do when they reach your site. Make sure your content is genuinely interesting, and make sure the navigation flows easily.
2. Use TikTok
TikTok is the fastest growing social media platform, and it’s being increasingly used by businesses to great effect. If you haven’t considered TikTok for your marketing yet, definitely take a look in 2023 and explore if it could be right for you. What’s even better is that it’s also the most cost effective in terms of paid advertising. For the time being at least. Just make sure your content is interesting.
3. AI and Machine Learning
Over the next few years, we’re going to be inundated with content generated from computers. You will literally be able to feed in minimal information and whole blogs will be written for you. You might think that’s amazing, but it could be terrible. Remember, people buy from people. Whatever decision we’re making, whether it’s for our business or our personal life, we can’t help but involve our emotion. Content that is written by a computer won’t be written from the heart. By all means use artificial intelligence to help you get started, but if you want your content to be engaging, it must have some soul to it. Human to human marketing always works best.
With rules around cookies and data getting tighter and tighter, it’s going to change how brands interact with customers. Trust will be the key word that we’ll see in the marketing world. There will no longer be a back door to collate data on your customers. That means you’re going to need to be more transparent with them and earn their trust so they’ll willingly want to share information with you. Think about how you can be clearer with your customer journey and build more trust with your clients. Those brands that are more trustworthy will undoubtedly gain more success in the years to come.
5. Get Noticed
With AI predicted to shake up how marketing is executed, our already content heavy world will become drowned in it. It will get harder and harder to reach your audience and stand out from the crowd. So take your time to create campaigns and think how you can get noticed. It’s not just about being innovative or clever. Big and bold and exciting will earn their place as vital elements of anyone’s marketing mix. Choose your words, images, colours and fonts so you won’t get lost in the background of a world that is soon to become overwhelmed with media.
There is no doubt that marketing is about to become a whole lot harder. But for those who take their time to consider it, that could be a real positive. Trying to cheat the system just won’t pay off anymore, and those who create bold campaigns, who develop hero content, and who really try to connect with their audiences will stand out in the massive crowd. It will become more important than ever not to just do a lot of stuff, but instead execute your marketing with thought. It might mean it takes a bit more time, but the results could make it all worth it. Less effort could be a waste of time completely.
If you want to do more with your marketing in 2023, speak to Lindsay Woodward Marketing. We’re specialists at getting businesses noticed.