Every marketer has to deal with major challenges. And since 2020, the ways we've had to change direction, change campaigns, and deal with issues have been further from anything most of us have done before.
Even if you haven't had any unexpected or challenging marketing problems in the past three years, there's probably at least one task, tactic, or strategy you've always wanted to improve.
Today's marketing is so fast-paced that it can be hard to figure out which areas to focus on to help your business grow in 2022 and beyond. Because of this, it's essential to take a moment to think about the major challenges marketers see this year.
Let's talk about the major challenges that might come up in the Digital Marketing Industry in 2023.
In 2023 and beyond, knowing who you're writing for will be more critical than ever. As SEO and paid advertising get more competitive, you can't waste time or money on content or keywords that are too general or not well-targeted. A buyer persona is one of the best methods to reach the right people. It helps you picture and understand your typical customer. Make My Persona is a helpful tool on HubSpot that makes it easier to create buyer personas. Also, you can find out more about your customers by polling them and asking them questions on your blog and social media pages.
Leads are the lifeblood of any business. You can expect the market to be competitive in 2023 since many service-based companies will try to get more targeted leads. The price of paid ads like Facebook and Google Ads will likely increase. Wise marketers will learn to use less expensive ways to get leads, like networking on LinkedIn, video marketing, and creating interactive channels like webinars and virtual conferences. As it gets harder to get leads, you must give prospects something of real value before you can expect to make a sale. Check out this guide for an excellent overview of lead generation strategies.
Businesses may have trouble with their cash flow when the economy is terrible. For example, if the holiday season of 2020 turns out to be profitable, people might spend less for a long time. Cash flow is something that business owners and marketers need to keep a close eye on. When you move part or all of your business online, you can often save money on costs like the office or retail space rentals. Companies with regular, steady customers might want to consider invoice factoring and other creative ways to get money.
Content marketing will continue to change and face major challenges, but it will still be just as important for digital marketers as it has always been. Customers and potential customers are always looking for new content that teaches them something and leads them to a solution. Short videos, live-streaming content, podcasts, and Instagram and Facebook stories will be some of the most popular types of content in 2023. People like interactive content because it lets them say what they think.
Rules like the GDPR aren't going away. If anything, we can expect more laws like this around the world. Because a website could get visitors from any country, you need to follow rules that apply to a population in your target audience. Ensure your website is clear about its cookies, data sharing, and privacy policies. Be careful about staying compliant in areas like storing data. GDPR, for example, limits how long you can keep visitors' data.
It would help if you also improved your email deliverability to ensure that people on your email list keep getting your emails in their inboxes rather than their spam folders.
Accessibility is another fast-growing issue that all website owners need to know about. Accessible websites can be used by people who are blind, deaf, or have other disabilities. There are many ways you can take to make a site accessible. For example, when you post an image, ensure it has alt text so people who can't see it can understand it. It is also suitable for SEO.
Also, it would be best to ensure users can navigate your site with a keyboard since not everyone can use a mouse. The Web Accessibility Initiative (WAI) provides information about making websites accessible.
In 2020, we started to learn the art of pivot because many brands had to stop everything they were doing, look at how things were going, and figure out the best way to move forward. But whenever we think we're getting closer to a dull day in marketing, something new or major challenges happens that makes us need to change directions.
Some marketers love working in a fast-paced, always-changing environment, but for others, it can be very tiring. We're not surprised that 17% of marketers say that changing their marketing strategy will be their biggest challenge out of the major challenges in the coming year.
If marketers don't plan for the unexpected. In that case, they could risk their metrics, budget, or even their audience, especially if they're marketing to forward-thinking people who don't care about brands that aren't trendy or don't keep up with the times.
Google's position as the most popular search engine is unlikely to change by 2023. Google's digital empire keeps growing if anything. To compete, you must pay close attention to the search engine giant's new features, rules, and algorithms. Local businesses must ensure their Google My Business listing is correct and up-to-date. Ranking for Google Snippets, also called "Position Zero" in Google's search results, is another crucial thing to keep an eye on. The best content for this highly sought-after area is numbered lists and Frequently Asked Questions (FAQs) that answer your customers' most important questions.
To help you learn more about digital marketing, I need you to check this ebook I've created about the 10 THINGS I WISH I HAD KNOWN when I started marketing. If you are or are not in the same place, you must read this. Get the ebook here.
If you want more up close and personal marketing strategies, advice, or an overhaul of your marketing structure, email us at zack@roimf.com or schedule a call with Zack now.
