 Digital marketing is constantly evolving, and new technologies are emerging all the time. Here are the top 10 new technologies to look for in digital marketing for 2023:
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 As inflation continues to rise, how will it affect communication and marketing professionals in the months ahead?
Although the pandemic triggered rising inflation, there are several persistent factors that might see inflation continue. These include labor challenges, deglobalization, transition to renewables, and declining work in cities. Inflationary markets make it harder for businesses to hit their volume targets which can lead to decisions that can hurt your company brand like raising prices followed by a fall in demand. 3 Tips On How Marketers Can Combat Inflation In order to deal with inflation strategically, marketers are going to have to be flexible and get creative when it comes to pricing, promotions, and planning targets. 1. Focus On the Overall Economy Be aware of the market your customers are operating in. Keep a close eye on inflation, GDP growth, interest rates, and the kind of disposable income others businesses are operating with. Everyone on the marketing team should be aware of these trends so they can design pricing and promotions accordingly. 2. Rethink Your Customer Your clients are now pandemic, inflation-stricken customers. You’ll want to examine how your customers are reacting to price increases, even those with roughly the same disposable income. Redefining how your customers are behaving under the current economy can help you develop strategic pricing schemes. 3. Prices Online During other periods of inflation, the digital marketplace was not as accessible as it is now so there is no precedence for how consumers will react. But now consumers are able to compare prices on goods and services at any time. Here there is the danger of raising prices too soon when your competitors don’t. Although there might be an opportunity to create increased value online. If a company decides to raise its online prices, it may be able to justify the increase by offering customizations like increased speed and convenience.  Just as marketing a company can be the driving force behind making profits, so too can marketing a company in order to reduce labor shortages.
The most obvious way marketing companies can help reduce labor shortages is by promoting online job listings. Experienced marketing professionals can help you create job descriptions and edit recruiting materials in addition to helping you decide when and where your job listings should appear so that companies receive interest from qualified applicants. Professional Networking Expanding your company’s reach through networking is always a good idea, but even more so if you’re struggling to find labor. Just posting open positions on your human resource page, or using a single method of advertising, is not enough to fill job vacancies. Network recruiting is an ideal way to get qualified candidates to apply to your company. Using social media and your current employees’ networks can give you access to recruits who have the potential to stay at the company long-term. Marketing Your Company So People Will Want to Work There To successfully recruit new employees, companies need to be creative and let candidates know that it’s a great place to work. Improving your company’s image as an employer will increase the number of applications you receive. Organizations can use social media to promote the work culture of their company as well as advertise their company through more traditional networking activities like conventions and HR courses. The goal should be to put potential employees at the center of the hiring process in much the same way sales departments place the customer first. Marketing that resonates and influences people is often centered around a story. Crafting a good story about who your company is, what it does, and what it promises to do goes a long way in creating a work culture to which potential employees are attracted.  Your homepage is the gateway into your company’s values and what it can offer people. This is where prospective customers will develop their first impression of your business.
Homepages should be optimized so they can capture the attention of potential leads. Lead generation is the initial step in the process of nurturing business relationships that ends with having a pool of loyal clients. 3 Tips For Creating Leads Through Your Homepage 1. Lead Generation Forms Offering people the choice of filling out a personal information form, as long as it is short and easy to complete, can be an effective way to generate leads. After a potential lead fills out a form, your company should have information about how to contact them, their job title, and where they work. This will allow you to follow up with them in a more meaningful way by creating a personalized email or text message. Of course, most people aren’t going to hand out personal info like an email right off the bat, so don’t overwhelm your audience with too many fields. 2. Include a List of Testimonials on Your Homepage These give credibility to the products or services your business offers. You’ll have to earn the trust of visitors to your website before they hand over their personal info, and showing that people already do, can achieve that. Adding visual cues like photos and videos to your testimonials can also boost people’s trust in your product. Interesting visuals have a greater impact on people’s perception and definitely help in creating more substantial leads. 3. Don’t Go With a Ready-Made Template. Have a Well-Designed Homepage. People spend a huge amount of time online, looking at different websites. Users notice if you haven’t spent the time or money to present your company in an original way. It’s easier and quicker to go with a website template, but you’ll have limited options when you decide you need to change things up. If you later want to add animated visuals or testimonials, a template’s design may not offer what you need. Make sure your homepage draws the attention of your audience to the most important elements of your business.  If you are going to be a successful business in 2022 you need to know the importance of high-quality content for SEO (search engine optimization). SEO is a powerful method for businesses to increase revenue and generate leads.
SEO has been around for a while. In its early days, SEO was less complex. All you needed were some specific keyword phrases and you were good to go. Today, Google bots can decipher what content is high-quality and what content isn’t. Many people think that all they have to do is stuff the content with their target keyword. Google can detect this and rank it as low-quality content. What Makes High-Quality ContentGoogle and sales prospects define high quality content as content that is engaging, useful, accurate, easy to understand, and relevant. If you search for “how to make my own podcast,” you expect to see links that will lead you to pages specifically about that. You also want to make sure that these pages come from a trustworthy source. Here are some additional characteristics of high-quality content:
It’s great to create high-quality content so that potential customers can find your website. However, it doesn’t matter how many people find you if they aren’t buying your product or services. Your website needs to be just as high-quality as your content. If it looks unprofessional and is difficult to navigate, most of your visitors will leave without buying anything.  Blogging involves strategy: Deciding what to blog about and how often they should be posted.
The timing and content of your blogs should complement your marketing goals. Being consistent with high-quality content can ensure that your clients and other decision-makers will want to continually return to your posts. Here are several things to consider when blogging in 2022: What Does a Blog Do for Your Business? Blogs often have a role in public relations. Many are about company news whose purpose is to put on a human face so readers feel familiar with your work. Being an important aspect of corporate communications, blogs are also used for consumer education. Here you can introduce your audience to new goods and services and show your customers how to make better use of them. When decision-makers are shopping around for services they can use to help their business, a blog can offer insight into why your services are right for them. Who’s the Target Audience? Knowing your target audience determines your blog content. Identifying your customer base, and prospective clients will shape what you write about. Reading online trade articles can give you an inside track to who is buying similar products and give you an idea about potentially untapped sources of income. You’ll also be able to shape how your content is written depending on the industry you’re targeting. Blogging in 2022 Search engine optimization (SEO) should be your primary concern. Blogs will have their established group of readers, but a new year requires new readers. With good SEO practices, you should be able to get your blog on the first or second page of Google search results. Research shows that more than 80% of people don’t click past the second page of search results. To determine which keywords your customers are going to use to search for your product or service, use SEO tools like SEMrush that can help you identify relevant keywords to your target audience. Also, be sure not to choose keywords that are so competitive you struggle to rank high in an online search. Your content could get easily buried by too many results.  Lead generation, the driving force behind any growing business, is often achieved by using social media and email marketing. But blogging, content marketing, can generate an especially large amount of leads.
While a lot of businesses have blogs, many of them are about their company. And while this may be appropriate for their website, it’s unlikely to get a lot of interest from prospective customers. Blogs need to have dynamic content that prospective clients will love, and hopefully share, in order to generate more leads. Blogging Drives Traffic To Your Website Blog topics give people a reason to visit your website. Here are a few tips for posting blogs that will generate more traffic to your website: 1. Know What Interests Your Ideal Buyer Knowing how your buyer thinks, how they make decisions about products, can help you create blogging content that will attract their interests. You should see blogs as an opportunity to educate buyers as they seek to know more about a certain product or service. The more you write about what might be interesting or helpful to your readers, the more your blog will generate leads. 2. Focus On One Topic Per Blog Writing on one topic per blog helps to clearly define, and address, the areas of interest that your ideal customer has. Choosing one topic per post helps with search engine optimization (SEO) so search algorithms can identify what the post is about, especially when identifying keywords. Be sure to remember to put keywords in the title of each post and try to keep each title to 55 characters or less. 3. Lead Conversion Opportunities Reading a blog is the first step for your potential customer in becoming an actual client. Once they’ve gotten some answers from your blog, you can offer them the next logical step. This is where the call-to-action (CTA) comes in. For example, if this blog were about kitchen remodeling, at the end of this post there should be a link to contact an interior designer or a carpenter, to set up a one-on-one consultation. In addition to the end of the post, you can include CTA buttons as in-text links and in the sidebar.  LinkedIn has established itself as more than just a place to network and increase job opportunities. It can also help build your personal brand.
Whether you realize it or not, everyone has a name online and their own personal brand. Putting together a well-structured LinkedIn personal profile can help boost your credibility among your network and peers. Be sure to complete each section of the LinkedIn profile so you can highlight your skills, professional successes, and academic accomplishments. Posting images and videos in tandem with this information can get your audience to see you in a more tangible way. 9 Sections On a LinkedIn Profile That Can Establish Your Brand
Personal brands who post articles and research on LinkedIn are more likely to engage an audience. And the more people who respond to your posts and share them, the more you’re content will be suggested to others. Your personal profile on LinkedIn should be handled like your building your own social business. The more visibility you can achieve the more likely you can gain your audience’s trust and successfully market your brand. Personal profiles have more followers on LinkedIn than do business pages. In general, people are more interested and inspired by people than companies. They feel they can connect more to a person than a company. Be sure to post content that attracts eyeballs. People prefer to watch video/image content to get information than to get it from reading. The more you can hold their interest the more you can grow your brand.  According to recent statistics, 45% of B2B marketers have increased their customer base by using LinkedIn.
As the influence of LinkedIn has increased so has the competition for your customers. LinkedIn has now become essential for any B2B marketing funnel. There are several different strategies people can employ if they want to establish their brand and create lead generation. 1. Identify Who Should Connect With on LinkedIn Use the search on LinkedIn by typing in the name of a professional role (job title) and/or a company to look for potential outreach candidates. Another technique you can try is to go to the “People” tab of a company page and look over their roster of employees to choose who might be a relevant connection. It’s better to choose those people whose shared connections are coworkers rather than a friend of a friend. It also might be a more tactful move to follow a person’s profile than trying to connect with them. This is a more subtle way of introducing yourself to a prospective lead. 2. Make Sure Your LinkedIn Profile Looks Professional and Complete The more you present through your LinkedIn profile the better. You want there to be enough information, as well as images that catch the eye, that grab the attention of your leads. Your profile should at least include the following:
3. Personalize Your Outreach Messages Instead of Trying to Connect With as Many as Possible Don’t try to be too aggressive with your outreach. Try to build relationships on LinkedIn through sharing content and commenting on other people’s posts. Things like personalizing your messages or even reaching out to them on other platforms like Twitter shows you’ve researched your connections.  A large portion of a business’s customers lives and breathes on social media. Having a strong presence on social media is essential to staying connected with your client base.
Communication between customer and company is now a two-way street. Nowadays customers often skip the phone or even email and will contact companies directly through social media channels. They want to be able to engage with someone from your business ASAP and get answers quickly. Studies show two-thirds of customers expect businesses to offer customer service through social media channels. Social Media Demonstrates How You Interact with Customers and Builds Brand Awareness Social media engagement is more than just accumulating likes. When customers are commenting on social media posts, saying how much they love your products, content, or services, they're spreading the message that other people should work with you as well. Testimonies from social media engagement directly result in boosting the reputation of your brand. And every time you engage with a customer online awareness of product or service increases. Engagement Affects Social Media Algorithms Data that is created by the habits of people online is used by social media companies to create algorithms that decide what content to send to their users. The more people interact with a company’s online content, the more likely their content is going to be in their newsfeed. If your business doesn’t receive a like or a comment from a user, it's not something social media companies are going to suggest to people online. With social media, regardless of the size of your company, you’ll be able to reach out to potential customers. The big social media platforms consider high-value content those that provoke a reaction. Facebook loves content that gets reactions, is commented on, and is shared. Instagram loves content with high-quality photos, stories, and that have eye-catching captions. Twitter simply wants followers, more tweets, and more re-tweets. Knowing the kind of content social media platforms value is key to growing your brand. |
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