Marketing no longer is just a department or a set of activities; it’s a mindset that integrates into every aspect of business operations. The best marketers are those who can create an integrated strategy that drives results across multiple channels.
Today’s marketers are expected to be experts in content creation and distribution, social media management, SEO and paid advertising. They need to be able to manage their own campaigns while also building long-term strategies for their company.
Here are three marketing trends you should keep an eye on in 2023:
- Interactive Content
Marketers already have started using interactive content to engage with prospects and customers. According to Outgrow, 45% of B2B customers say interactive content is one of the most preferred content types. Interactive content allows you to create a more personalized experience for your audience by offering them the chance to interact with your brand. You can use interactive content in many different ways, from quizzes or polls to videos that allow viewers to answer questions using their own images. The possibilities are endless!
- Short-Form Video Content
You might have noticed that video marketing is getting more popular among businesses in various industries, including B2B. Using short-form videos is one of the most effective ways to communicate with your customers quickly and easily. Thirty-three percent of marketers are using short-form video, which is currently a top trend. In a recent report, HubSpot says it is also the most effective and has the highest ROI. B2B marketers can use short videos to showcase your product or service, explain a complex process or provide an overview of what you do as a business.
- Influencer Marketing
Influencer marketing has been proliferating over the past couple of years, especially among B2B companies that have found influencers can help them reach more people than they could on their own. Eighty-six percent of B2B brands find success with influencer marketing. The idea is simple: identify people who influence potential customers, reach out to them and ask them to promote your products or services for free in exchange for compensation (e.g. money, product). It’s also a way to tap into an existing audience and build stronger relationships with people who already may be interested in what you have to offer.
In summary, for 2023:
- Content marketing will continue to be king.
- Short-form video is expected to see massive growth.
- Influencer marketing will become a bigger part of the digital marketing economy.
And the next time you are trying to decide which marketing trends will be most effective for your business, don’t forget that it is always best to start with what you know. Decide what kind of content and message best resonates with your audience, and then find ways to incorporate these new technologies into an existing campaign. If done correctly, they can take your brand from being just another face in the crowd, and make it stand out as something truly unique.