Every new year brings new marketing tactics. This is especially true for digital marketers as the digital landscape continues to evolve faster than any other medium. In general, marketing professionals should remain agile and ready to pivot when necessary. For digital marketers, there is one thing that may be considered even more important than agility: strategy.
As digital marketing tactics and trends keep evolving, digital marketers should look first to their own individual marketing strategy to see which trends could be valuable in reaching their targeted audience. With that in mind, here are some digital marketing trends to consider when preparing for 2023.
High-Quality SEO Content
While Google has been clamping down on low-quality content for a while, increased privacy regulations make the need for high-quality SEO content even more critical. More and more browsers are blocking ads and third-party cookies are becoming more frowned upon, leaving high-quality SEO content as the main way marketers can find, connect and reach their targeted audience.
This fact leads to the question, what makes SEO content high-quality?
High-quality SEO content will be trustworthy, specific, well-researched, engaging and, most importantly, up-to-date. Here are a few practical tips to achieve high-quality SEO content:
- Share a unique story and valuable insights
- Incorporate data only available through your business or organization
- Create pages and content for a specific audience – Anticipate what they will be searching for and create content to help them understand their problem, not necessarily the organization’s solution to the problem yet.
- Invest in a great writer and SEO professional to tell the organization’s story in an impactful and strategic way.
- Rewrite and/or update around 25 percent of the content on a webpage every three months.
UX and SEO
Even the most ideal target audience won’t stay on a website long if the pages aren’t user-friendly, intuitive or productive for them. The goal is to create great content and amplify it with a great user experience. Here’s how UX and SEO can work together:
Keywords are the bridge between an organization’s page and their target audience. The audience will then go on to determine the value of content based on their user experience. Therefore, it is crucial to both strategically plan keywords to match what a target audience is searching and offer a great user experience once they arrive on a page.
Page Load Time
This one is simple: 40 percent of users will abandon a page that takes three or more seconds to load. There is no way around it, page load times can negatively impact a brand’s audience before they even arrive on a website.
Along with website speed, there must also be a clear path for users to navigate what information they need. A few tips: the homepage should be easily accessible from all pages, categories should be plainly labeled and a search box must be prominently available.
Data-driven marketing is here to stay, however, another strategy is pushing its way forward and becoming one of the most valuable B2B marketing trends for brands in 2023: purpose-driven branding.
It is becoming evident that consumers care more about a brand’s story than their product or service. In short, consumers care about what a brand says about them. They want to trust a brand beyond their ability to provide a quality product or service, they want to trust the brand’s purpose; their why.
How can organizations create a marketing strategy with purpose-driven branding in mind?
- Share the brand’s story authentically.
- Practice self-awareness and transparency about shortcomings.
- Be proactive in working to become better in all they do, from their products and services, to employee satisfaction and community involvement.
Social Media Over Google
Brand presence on social media is critical, especially if the target audience could be among Gen Z. Google reports that 40% of young people prefer to find information on TikTok and Instagram before making their way over to Google. It’s clear that TikTok has fundamentally changed not only the way consumers process information, but how they are making purchase decisions as well.
Keep in mind: consumers using social media as a search engine are more than likely looking for user-generated content (UGC) rather than content from the brand itself. This audience values authenticity from someone outside of the brand who has experience with a product or service.
Every digital marketing trend is working towards one goal: connecting a target audience to a product or service through authentic and strategic storytelling. What does that look like for your brand?