Staying up to date in the world of digital marketing is essential. You need to know what works for your target audience and their chosen platforms to ensure your marketing efforts are as successful as possible. If you are struggling to stay up to date or just need a refresher on the best strategies in 2023, you have come to the right place! This article runs through the best and most current marketing strategies, covering the latest trends in Pay-Per-Click (PPC), Search Engine Optimisation (SEO), Email and Social Media Marketing, and User Experience (UX). We will equip you with the insights and tools to make the most out of your marketing. Let’s dive in!
PPC:
Pay-per-click (PPC) advertising remains a powerhouse strategy for driving results. Whether you’re a seasoned marketer or just dipping your toes into the PPC waters, here are some key strategies to keep in mind for 2023 that will help you make the most of your PPC campaigns.
1. Go Broad on Facebook
Facebook is a go-to platform for many advertisers. However, privacy measures and changes in user behaviour are impacting how we target audiences on this platform. Audience sizes are shrinking, and remarketing audiences from website traffic are dwindling. So, what’s the game plan? Keep it broad. Cast a wide net to ensure the algorithm has enough data to work with. Whether you’re running your campaigns as usual or trying to scale, broader audiences can be your best friends on Facebook.
2. But Not on Search
When it comes to search advertising, it’s a different story. In 2023, the cost per lead in search advertising has skyrocketed. Why? Well, part of the reason is that broad match keywords have become broader than ever. Google is nudging advertisers toward broad matches and showing ads on search engine results pages (SERPs) with less commercial intent. To combat this trend, stick with specific phrases and exact match keywords, and don’t forget to keep a close eye on your negative keyword lists.
3. Try Out Click-to-Messenger Ads
Social media users are sharing less with their entire following and are shifting toward direct messages (DMs) with smaller groups. This trend might make you wonder if people are keen to chat with brands. While opinions vary, it’s worth experimenting with click-to-Messenger and click-to-WhatsApp ads. These options allow you to connect with your audience on the channels they are using more frequently, potentially leading to more meaningful interactions.
4. Lean Into Automation
Automation can be a bit of a double-edged sword, it has its advantages and disadvantages. But in 2023, it is a tool that you should have in your arsenal. Not all automation is created equal, though. Here’s the scoop:
– Smart campaigns: Give them a pass.
– Broad match + Smart Bidding: Steer clear.
– Responsive search ads: These can be highly effective when used correctly.
– Automated bidding: Helpful with the right strategy.
– Performance Max: Suitable for specific businesses and budgets.
Remember, automation and machine learning are the future, especially as we adapt to privacy-friendly targeting and reporting solutions amid the third-party cookie’s impending demise. Take the time to understand where and how to put automation to work for your business, and you’ll be ahead of the game.
In the dynamic world of PPC advertising, these strategies can help you navigate the challenges and opportunities of 2023.
SEO
Search Engine Optimization (SEO) is the backbone of online visibility, and while the fundamentals stay steady, 2023 brings forth some tweaks to keep in mind. Let’s dive into the key SEO strategies that will keep your content surfacing on those coveted search results pages.
Align SEO & CRO with Google Analytics 4
In July, Google Analytics 4 (GA4) replaced Universal Analytics (UA). Hopefully, you set up your GA4 property, it uses a completely different model to UA and your data will not be available as historical data in GA4. While this is slightly frustrating, there is a silver lining. GA4 has many advantages, such as more customer-centric reporting and measurement capabilities. For example:
– Tracking visitor journeys across devices in one property.
– Unearthing customer lifecycle insights.
– Leveraging machine learning for purchase predictions.
This change empowers us to focus on quality over quantity. To make the most of GA4, align your SEO metrics and KPIs more closely with Conversion Rate Optimization (CRO) and revenue goals.
Embrace Niche Expertise and Trustworthiness
In 2023, Google has recalibrated the importance of various ranking factors. Notably, niche expertise has gained weightage, and trustworthiness is now a pivotal factor in the SEO game. While it’s not an exact science, it’s clear that expertise in your niche is paramount.
What Can You Do to Establish Expertise?
– Craft high-quality content on core topics related to your offerings.
– Bring in subject matter experts as blog authors and optimise their bios.
– Amplify your posts on social platforms, and collaborate with influencers for broader reach.
– Utilise pillar pages and smart internal linking for topic authority.
Streamline Your SEO Content
When it comes to SEO content, clarity is king. Avoid the trap of conflating in-depth content with convoluted content. Here’s how:
– Keep cluster pages tightly focused on their main keyword.
– Ensure each section serves a distinct purpose, avoiding unnecessary overlaps.
– Simplify navigation with clear headings and a table of contents.
Remember, your audience is seeking answers, not an encyclopaedia. Clear, concise content not only satisfies readers but also enhances your chances of featuring rich results and featured snippets on the SERP.
Harness Popups for First-Party Data
With the impending end of third-party cookies, collecting first-party data is more crucial than ever. Email list building is a potent avenue, and popups are a prime tool for the job. Here’s how to do it effectively:
– Craft gated content aligned with your blog categories.
– Employ category-specific popups to promote your content.
– Require users to fill out a form for lead scoring.
The result? Quality leads you can nurture through email campaigns and leverage for lookalike audiences.
Optimise for Voice Search
Voice search is gaining momentum as an SEO tool. As consumers turn to digital assistants for quick answers, creators are shifting towards conversational Q&A formats. This approach ensures that voice search users receive accurate, high-quality responses promptly.
Email and Social Media
Email and social media continue to be the linchpins of marketing, offering direct avenues to connect with your current and potential customers. Let’s explore the trends and strategies that will keep your email and social media marketing game strong in 2023.
“Choose Your Own Adventure” Emails
Interactive emails are all the rage in 2023. These emails allow users to take actions right within the email itself—whether it’s voting, reviewing, or making a purchase—without immediately redirecting to a landing page. While this trend may be more feasible for larger brands, you can adopt a “choose your own adventure” style email to add a personalised touch.
For instance, you can have a central call to action tailored to different user personas or presented in various appealing ways. This approach not only makes your emails more engaging but also more inclusive.
Live Streaming and Video-Based Content
Video-based content is taking centre stage in social media marketing. Short, attention-grabbing videos are captivating audiences on platforms like TikTok and Instagram Reels. They are proving to be effective in driving engagement and boosting brand awareness, especially among millennials and Gen Z.
Live streaming is another powerful trend. In 2021, consumers spent an astounding 548 billion hours streaming via mobile devices. Combining live streaming with influencer marketing allows potential customers to engage with influencers, discuss products, and make purchases while watching the stream.
Treat Every Platform Like TikTok
Legacy social media platforms are evolving to align with TikTok’s success. Regardless of your primary social channels, it’s essential to create content with a TikTok-like mindset. Here’s how:
– Focus on engaging short-form video content, like Reels, Stories, and Shorts.
– Embrace authenticity—polished, yet relatable.
– Hook users from the get-go.
– Keep engagement levels high with entertaining content that also educates.
The TikTok influencer talking-head style is becoming the go-to approach on all social platforms.
User-Generated Content
From TikTok trends to #OOTD (Outfit of the Day) posts, user-generated content is the new word-of-mouth marketing. It’s original, brand-specific content created by consumers, not brands. Examples include unboxing videos, makeup reviews, branded hashtags, and photo tags. user-generated content enhances your brand’s authenticity since consumers are 2.4 times more likely to trust content created by their peers over brand-generated content.
Incorporating user-generated content into your marketing strategy can elevate your brand’s authenticity and build trust with your audience.
Social Engine Optimisation (SEO)
In 2023, social platforms are increasingly becoming search engines in their own right. A recent study revealed that 40% of Gen Z prefers to use TikTok and Instagram for search rather than Google. While this figure currently pertains to Gen Z, the shift is underway, and this demographic will dominate the consumer population soon.
To stay ahead, treat social platforms as search engines, particularly for local and social searches. Categorise and classify your content with location tags, user tags, map pins, hashtags, and more. These efforts will accumulate valuable ranking signals for the future when they matter most.
Enhancing User Experience
User Experience, often abbreviated as UX, isn’t just a trendy buzzword—it’s key to the success of your marketing efforts. UX encompasses how a person feels when interacting with a system, and a well-crafted UX can forge a positive connection that keeps users loyal to your product or brand.
Your website (and/or app) stands as one of your most valuable marketing assets, and in 2023, a remarkable UX can be the difference-maker in converting casual browsers into devoted customers. When developing your site, here are some key principles to keep in mind:
1. Keep It Simple: Simplify your website layout and design. Ease of use is paramount, so ensure that navigation is intuitive, and avoid overwhelming users with excessive information on your main landing pages.
2. Mobile Optimisation: Given that over half of users worldwide access the web via mobile devices, optimising your website for mobile is non-negotiable. A responsive design that provides an excellent mobile experience is a must.
3. Embrace UX Trends: Stay in tune with the latest UX design trends. Some noteworthy trends in 2023 include:
-Minimalism and “Blanding”: Websites that are free of intrusive advertising and pop-ups create a cleaner, more enjoyable browsing experience.
– Voice-Activated Interfaces: The rise of voice-activated technology is transforming how users interact with websites and apps.
– Hands-Free Controls: Accessibility features that allow users to navigate and interact without physical touch.
– Animated Elements: Incorporating subtle animations can engage users and add an element of intrigue to your site.
– Block Web Design: Organising content into clear, visually appealing blocks can enhance readability and user engagement.
– Scrollytelling: Crafting a narrative that unfolds as the user scrolls, creating a dynamic and immersive experience.
– Bold Colours: Vibrant and eye-catching colour schemes are making a comeback in web design.
– Video Content: Video is a powerful tool for conveying information and engaging users.
In 2023, optimising the user experience across devices is not just a good practice—it’s essential for attracting and retaining customers. Prioritising UX will set your marketing efforts on the path to success.
Best Marketing Strategies in 2023
As we wrap up our journey through the latest marketing strategies, let’s recap the key takeaways. In Pay-Per-Click (PPC) advertising, remember to embrace broad audiences on Facebook while maintaining precision in your search advertising. Experiment with click-to-Messenger and click-to-WhatsApp ads to engage with users on their preferred platforms. Automation is your ally but choose the right features wisely.
For Search Engine Optimization (SEO), align your efforts with Google Analytics 4 and prioritise niche expertise and trustworthiness. Simplify your SEO content, embrace voice search, and harness pop-ups for first-party data. In Email and Social Media Marketing, explore interactive “choose your adventure” emails, dive into video-based content, treat every platform like TikTok, and leverage user-generated content.
Lastly, understand that social platforms are becoming search engines, so optimise your content accordingly. In User Experience (UX), focus on simplicity, mobile optimization, and staying updated with UX trends. With these strategies in your toolkit, you’re well-equipped to navigate the dynamic landscape of digital marketing and unlock success in today’s ever-changing digital world.
Active Internet Marketing (UK)
We hope our blog has helped with your understanding of the best marketing strategies in 2023. If you find yourself requiring further expertise, Active Internet Marketing (UK) is here to assist you every step of the way. Whether it is PPC, SEO, Email Marketing, Social Media Marketing, User Experience design, or all of the above, our team of experts are here to help.
Get in touch with us on 01604 765796 or fill out our online contact us form and a member of the team will be in touch as soon as possible.
