4 Proven Marketing Campaigns for 2023

The new year ushered in a new era for businesses. 2023 is marked with the likes of brutal inflation, energy costs at an all-time high, and mass layoffs happening frequently. It’s frightening for small business owners, but it doesn’t have to be. It’s time to double down on some foundational marketing campaigns that will keep a steady stream of clients coming through your doors.

In this article, we will expand on the following core marketing strategies:

Build your marketing strategy around these 4 marketing campaigns and execute them well to maximize your revenue even in an economic lull.

You need to double down on your video content this year. If you haven’t started using video, it’s time to start now. Most marketers will agree that video is one of their highest ROI. Not sure how to start? Check out these 3 must-have videos for every business.

Why video?

54% of consumers say they would prefer to view videos from businesses rather than other forms of content. And why wouldn’t they?

Video is unlike text because it conveys emotion. This is how you humanize your marketing message. People prefer to know the brands they buy from on a personal and emotional level. Video will help you achieve that.

What better way to convey transparency and authenticity than by speaking in your voice, using your personality, to introduce your brand?

When creating videos, storytelling is the most important technique. Think less about selling and more about your potential customer getting to know you. You may run a massive company, you may own a small business, but either way, you are people. People relate to people.

Your message needs to answer questions and solve problems. If you’re empathetic to customer pains, it will resonate with your audience. Tell a story that highlights the fact that you understand their struggles. And then show them how you can help.

As with all content, create your videos in a way that makes it easy to slice them into shorter videos for different platforms. Video takes time, but when done correctly it has incredible staying power.

More important than creating the video is your plan for distributing it. Consider these questions:

• Where does my potential client hang out online?
• What are their communication preferences?

Decide where you will post your videos. How will you repurpose the long form video into multiple short form videos?

There are different length and style recommendations for each platform. Creating a plan for how you will use each video with regards to the above list will save time and give your campaign a clear direction.

Once your video is completed in long-form, optimize it for distribution on social media.

Finally, the look and feel of your videos should match your brand. This also means that the quality needs to be high. If you can’t do this yourself, schedule a call with me to see how I can create and implement your video marketing strategy.

You will want a strategic mix for your written content campaign. Consider the following:

• Blog
• Website pages
• Landing pages
• Guest articles on other blogs
• Print media

Blogging has stood the test of time and remains one of the best methods of reaching your audience.

Your content strategy doesn’t have to be all about creating new content unless you’re starting from scratch. If you already have a blog full of content, go back through it and find old articles you can update and repurpose.

Consider how you can take your long form content and pull out main points for shorter pieces like tweets and LinkedIn posts.

Do you have posts that are out of date? Do some keyword research, refresh them, and make them relevant again.

Your content should demonstrate your knowledge and build relationships.

Follow these people for brilliant advice about blogging, copywriting, and SEO:

• Samantha North on LinkedIn
• Kaleena Stroud on LinkedIn
• Jake Ward on LinkedIn

If you haven’t started yet, check out this Ultimate Guide to Start a WordPress Website.

Website Refresh

Refreshing your website is something that needs to happen frequently. Google always gives credit to fresh copy and optimization that’s in line with their updates.

Have a look at your pages. Can you add valuable content? Can you consolidate pages? Is there anything that needs to be removed?

Web ranking algorithms are constantly evolving. Google search changes 12 times in a day. Make sure you’re following the latest advice from them regarding the changes they make.

Here’s our advice on finding and fixing issues with your website.

A great way to build some backlinks to your website and boost your content is guest blogging. Backlinks will build domain authority and increase traffic on your site.

Do some research on the products and services you use. Do they have a blog? Do they have guest posts? If so, reach out to them and ask if you can write a guest post telling your story about how you use their products and services to streamline your business.

This is a win-win. You get a guest article, they get a testimonial.

Your contact database is your entire business. It may contain former clients, current clients, and people who have expressed interest in your products and services but haven’t made a purchase yet. All of these people are potential clients.

Systematic communication with your contacts through email is a great way to stay top of mind. If you’ve neglected your database for a while, use these database clean-up tips to get organized.

Sending email for the sake of action will cause a mass exodus. People are guaranteed to unsubscribe quickly if they don’t see the purpose in your emails. If you’re not sure how to do this, seek out people who are doing it at a high level. Subscribe to newsletters and see what works for you and what doesn’t.

Here are some of my favorite newsletter creators:

• Katelyn Bourgoin – Why We Buy
• The Hustle
• The Tilt

Study how these people are giving you valuable info. Be intentional about your message. Prove your worth by adding value to your readers’ day. When you give your audience something that helps them, they will remember you when it’s time to buy.

Go through your database and make sure it is full of relevant people with correct contact information.

To organize your database, break it into segments according to your relationship and their interests. That way you can tailor your messages to each segment of your audience and guarantee your contacts are getting the right email for them.

Use a CRM to stay organized and systematize your email campaigns.

Now you need a content strategy. Set goals for engagement and post frequency.

Creating and planning the content in advance will streamline distribution and save time. Use your blog articles and videos as a way to deploy content on social media. Create a framework around what you will post.

Example:

• Monday – Post a video
• Tuesday – Share a blog article
• Wednesday – Post 3 main points from that article
• Thursday – Post an offer
• Friday – Post a testimonial
• Comment on something every day

Tweak this to make sense for the content you have and the customer you serve. Either way, stay on top of it. Consistency is the most important part of maintaining your social media profile.

Paid ads can give you a greater reach, but it’s important to make sure you’re reaching the right people. Increasing your audience size won’t matter if your ads are going to the wrong people.

There are very specific ways to target interests and behaviors using social media paid ads. If you’re not familiar with how this works you will end up spending money for nothing.

Social media is a powerful tool. Your business will benefit from a proper strategy and strict implementation.

It’s important to measure the success of your marketing campaigns and make adjustments to maximize ROI.

• Analyze traffic statistics on your blog. If you’re using WordPress, the built-in analytics are great.
• Analyze keyword rankings and search engine rankings in Google Search Console.
• YouTube has brilliant viewer statistics for your videos. Pay attention to average watch time on your channel. If people are watching almost the whole video, it’s a keeper.
• Paid social media ads will provide analytics as well. Engagement is better than “reach” or “views”. You can use this to adjust your ad creative. If it gets a lot of views with few clicks, there’s something wrong.
• The Facebook pixel is a magical tool for tracking activity also.

Using tech tools can make your campaigns efficient and effective. From automation to AI, your marketing will benefit from implementing certain technology.

• AI writing tools can
  • Give you ideas for new articles
  • Rearrange your thoughts and give you a fresh perspective
  • Organize your research
  • Write rough outlines for your blog articles.
• Zapier is brilliant for automating redundant tasks.
• Hootsuite helps you plan and schedule your social media posts.
• Canva is a graphic design software that is perfect for designing your social media posts, arranging Instagram reels, and sprucing up your profiles.
• Futurepedia is an incredible list of AI tools that is updated daily.

Pick and choose tools that make sense for your specific business. You don’t have to use everything. Watch out for shiny object syndrome.

2023 doesn’t have to be a scary year. With a solid marketing strategy using these foundational campaigns, you will stay ahead of the competition. Stay consistent and you’ll maximize your revenue.

Ready to see how I can help you? Schedule a call. No strings attached.