As we dive into 2023, we thought it would be good to take a look at some marketing trends that can help your organisation to make a splash!
- Organic content
We’ve always been strong advocates of creating online content that’s creative and informative. Whetherit’s social media posts, video or website articles,there are many benefits of going down the organic route rather than paid-for adverts. For the budget-conscious this, this organic content is FREE. Plus, through your website and social media analytics, you’ll see what content people are engaging with.
- Video
Video content is very much where it’s at. According to Wyzowl research, 86% of businesses use video as a marketing tool and 92% value it as an important part of their strategy. Perfect for connecting with time-poor users, as well as communicating your message clearly, it would be foolish to not have some form of video content as part of your marketing strategy for 2023. Livestreaming is increasingly popular and allows you to build a relationship with your audience. If you’re stuck for video ideas, we can help.
What sort of videos should you be making
- How to/explanation videos - This a great way to showcase your expertise on a subject.
- Interviews – Another way to demonstrate expertise but also get engagement is if the viewers can ask questions beforehand.
- Live broadcasts – This can create more engagement and help develop relationships with the viewers.
- Long form content
Just because short form videos in the form or Tik Toks, Instagram Reels and YouTube Shorts is where it’s at.That doesn’t mean you should abandon long form content completely. From a video standpoint, longer videos can still perform well though it would be worth adding some shorter videos with simple messages to get your audience's attention then use the longer videos to keep it. Blogging has been part of brands marketing strategies for some time and they’re still very effectivein helping users discover you so make sure your website is optimised for SEO. Also,case studies either in written or video form will continue to drive leads and build brand credibility.
- LinkedInwill grow
As the uncertainty over what’s happening at Twitter continues to rumble on, brands and consumers are looking at alternative platformsto dedicate more of their marketing efforts and LinkedIn is reaping the benefits.As of October 2022, 34.9 million people in the UK use LinkedIn which equates to over 51% of the UK’s population compared to 48.6% in January 2022.LinkedIn is especially important with B2B marketers. It’s the top social media platform for B2B marketers to share organic content with 93%.LinkedIn is made for long-form content, the longer the post you share on LinkedIn, the better results you can expect in terms of views, likes, comments and reposts.If you're posting an update from your company account, the ideal word count is around 700 words.
One change that you may have noticed is the number of personal posts on LinkedIn is increasing. They are certainly popular with the LinkedIn algorithm and it's something LinkedIn are happy to encourage. In May 2022, LinkedIn launched it’s UK Creator Accelerator Programme, a six-week programme which helped enable an initial 200 creators in the UK to develop and engage with their respective communities on LinkedIn through coaching and promotion as well as providing them with tools and resources.
Personal posts that are conversational, include humouror offer an insight into what your like as a personare useful for building your own brandthough can also be beneficial for showcasing the culture of the business as potential clients and employees research businessesto find the one that share their values. Indeed, posts that tow the party line too much may put off people from interacting as they see a bland corporation.However, there is a fine line between content that is too formal and content that isn’t relevant so consider what content your audience wants carefully.
Some tips for creating a great LinkedIn post include
- Writing an eye-catching opening line
- Break up bulky paragraphs
- Write in the first person
- Provide your audience with value
- Add pictures & video – videos can get 5 times the engagement and pictures can get twice as many comments
- Email marketing
Email continues to be a great marketing tool, but there is more to it than sending out the odd newsletter to your entire mailing list and waiting for your inbox to fill up with replies. To make the most of email marketing, segment your mailing listand create different email campaigns for each segment. Also, look at optimising your open rates and click through rates to get more people opening your emails and clicking on the links included within as well.
- Tailoring content to suit different platforms and audiences
Gone are the days when you could draft a social media post for all your social media platforms and press send. Diversifying the content you publish to suit different platforms and more importantly, the different audiences you have on those platforms is going to be very important and doing it successfully will see you reap the benefits.
If you would like us to help you with your marketing strategy for 2023, contact us on office@scala.uk.com or 0114 407 0159.
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