2023 Marketing Trends for Small Business Success

In 2023, we’ll see a continuation of trends that propelled business growth in 2022, like influencer marketing. We’ll see more ups and downs in the social media landscape as Twitter continues to go through…changes. We’ll also likely continue to see shifts in which platforms dominate the conversation as old stalwarts (like Facebook) show their age, Gen Z ages up into a consumer force of its own, and other cohorts, like Baby Boomers, become less of a target for advertisers.

Personalization. We’ll call this a trend for the sake of this post but know that personalization, i.e. helping a customer feel human in their interactions with you, is just good sense. If a new or current customer reaches out to you, respond with a note that’s tailored to their question or need. A quick auto-response is a fine way to start but be sure to follow up individually. After all, 80% of consumers have said that they’d be more likely to do business with a brand that provides a personalized experience.

Remember: If someone reaches out to you, it’s likely their first (or most important) interaction with your business. How you handle it sets the tone for anything that comes next. Can’t acquiesce to their request? That’s okay too. Nicely tell them why and offer what you can do instead.

Social Media. We’re expecting continued growth and interest in TikTok as GenZ’s online presence balloons. Look out for an increased number of ads and influencers promoting brands on the platform as well.

Just one note: Before jumping on the TikTok bandwagon, ask yourself, “Is this where my target audience is?” Even if the answer is yes, ask yourself, “Is my business the right type of business for TikTok?” If your audience is a bit older than GenZ, you can’t go wrong with Instagram’s Reels, the platform’s answer to TikTok’s looping videos.

Video content. In many cases, a well-composed still image is no longer enough to grab the attention of a scrolling consumer; there’s just too much other content out there. If your product or service is right for it, try your hand at vertical videos (that is, videos framed in the same way you’d hold your phone) that can be posted on TikTok, Instagram, or even YouTube. Surveys show that 84% of consumers have been convinced to purchase a product after watching a video about how the product is used. Not comfortable shooting a video or don’t want to be the star of your own show? Explore user-generated content

User-generated content. User-generated content (or UGC) is just what it sounds like: a video, image, quote, and more that’s been created by users of your product or business and shared online or with you. It is – or should be – a genuine expression of adoration for your product or service that makes your brand relatable and interesting to someone who hasn’t tried it yet. Surveys have shown that consumers are 2.4x more likely to view user-generated as authentic compared to content created by brands, so if you have an army of fans out there, listen to what they’re saying, keep an eye on what they’re creating, and if you see something worth amplifying, reach out and ask permission to do so.

Google Business Profile: Think of your Google Business Profile as an amped-up version of the Yellow Pages. (Remember those?) Your Google Business Profile should have all of the nuts-and-bolts information about your business like location, hours, services, and contact information and will also have photos and user-generated reviews. Your Google Business Profile is often the first stop for someone searching for your business so keeping it up to date is crucial. (Can’t tell you how many times we’ve found a business online whose phone number wasn’t correct! That’s a surefire way to turn off a customer.) Encourage reviews from loyal customers to build your street cred.

Website design: As ever, your website is your business’s calling card to the world. Your keywords – the words that relate to your business, your website speed, your site’s responsiveness to various devices, and its accessibility matter more than any of the above. If a potential customer can’t figure out what you’re offering – or how to get it – they’re likely to move on from your site faster than you can say “Happy New Year.” Read more about website and UX design in our previous blog post.

What trends are you seeing for 2023? How do you want your business to grow?


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