2023 is just around the corner and now is the perfect time to prepare your strategic marketing plan for the coming year. Although a documented strategy is a key indicator of marketing success, only 41 percent of B2B marketers take the time to develop a written plan. As the saying goes, failure to plan is a surefire plan for failure. To pave the road to corporate success, every company needs a solid, actionable marketing plan.
Six Must-Have Tactics for 2023
Marketing is an ever-changing arena. New technologies are always being introduced and it can be difficult to keep up with the changing landscape. That’s why it’s important to know which B2B marketing trends are important now and over the next year. Here are six key marketing essentials to consider incorporating into your 2023 marketing communications strategy.
1. Thought Leadership Content
One of the most effective marketing tactics is thought leadership content. It positions your brand as an expert, authoritative leader in your industry. A survey of more than 1,300 business decision-makers found that 91 percent of business decision-makers considered thought leadership either important or critical. Examples of thought leadership content include bylined articles, white papers, books, case studies and even LinkedIn posts. Remember, the key to a successful thought leadership strategy is a comprehensive promotion plan. Even the most brilliant content is useless if it’s not distributed to your audiences where and how they are looking for it.
2. Podcasts
Audio will continue as a key content marketing trend in 2023, with consumers listening to a staggering 15 billion hours of podcasts in 2021. Podcasts are easy to record and require little production costs while delivering an informative and entertaining experience for the listener. Even if you don’t have the resources to launch your own production, you can still leverage the benefits of podcasting. Many industry podcasts with established loyal audiences invite guest speakers to share insights and serve as thought leaders. If you’d like to secure a guest spot on a popular podcast, the experts at Trade Press Services can help.
3. User-Generated Content
User-generated content, or UGC, is 2023’s version of word-of-mouth marketing. Defined as any content created by users of an online platform, UGC is popular in B2C markets. There are, however, many creative ways to implement UGC in your B2B marketing strategy. Examples include testimonials, product demonstrations, reviews and tutorials. As a bonus, UGC can be more cost-effective than traditional advertising. Plus, its authenticity appeals to various audiences, making UGC an ideal marketing tactic for building trust and connecting with target audiences.
4. Webinars
Webinar marketing exploded during the height of the COVID pandemic when brands needed a virtual way to connect with their audiences. While webinars can still be an effective part of your marketing strategy, using the latest best practices is essential to avoid audience webinar fatigue. To keep viewers interested and engaged, invite industry thought leaders to share their expertise, host a live panel or Q&A session, or incorporate interactive elements like polls and quizzes. Be sure webinar content addresses your target audiences’ most pressing pain points to help your presentations stand out from competition.
5. Email Marketing
Will email marketing still be relevant in 2023? The answer is a resounding “yes.” A whopping four billion people used email every day in 2021. While email marketing may be an older marketing channel, it’s still one of the most effective ways to connect with your customers and prospects. Targeted email newsletters can be a helpful tool to keep in touch with your audience, nurture leads and turn cold prospects into valuable customers. Today’s audiences expect hyper-personalization and segmentation, mobile optimization, and interactive elements such as polls or quizzes. In 2023, companies that implement these best practices will gain the attention and loyalty of their customers.
6. Video
Video will be THE content marketing channel of 2023. In 2021, 70 percent of marketers believed that using video resulted in a positive ROI. The good news? You don’t have to be a TikTok star to leverage video content for your business. If you want to implement a video marketing strategy but are unsure how to get started, consider what your audience would find valuable. Consider creating a FAQ series, showcasing product demonstrations, sharing customer testimonials, or revealing exclusive behind-the-scenes content. Many user-friendly tools (like Adobe Express) can transform amateur video footage into lead-generating content.
New Versus Tried and True
Marketing trends come and go, but fundamentals will set your business up for success. Even if you are already using these tactics in your marketing strategy, it could be time for a refresh. Trends continue to evolve, and it’s crucial to remain up to date on best practices that will resonate with your target audiences. The foundation for any marketing plan starts with a clear understanding of your ideal customers, their needs, pain points and goals. With that knowledge in mind, it is easier to create customer-centric content that delivers value and drives organizational success. Need help reimagining your 2023 marketing plan? Let’s talk! Schedule a call with one of our experts today.
