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B2B marketing trends continue to rapidly evolve as content marketing becomes more important than ever. Marketers have shifted their focus from sales to digital content marketing strategies and search engine optimization tactics to attract new customers to their business.

Keeping your business ahead of the marketing curve calls for an understanding of what’s coming next. Here’s our expert opinion on which B2B marketing trends your company should explore in 2023.

Key Takeaways

  • The number of businesses adopting artificial intelligence has grown by 270% in four years
  • According to Harvard Business Review, a 5% increase in customer retention can deliver up to 95% increase in profits
  • 67% of consumers reported using a chatbox support system in the past year and expect 24/7 customer service
  • Spending $4,000 – $8,000 per month on content marketing will earn your business a predictable Marketing ROI

Make the most of your marketing efforts and positively impact the growth of your business by focusing on the most important B2B marketing trends in 2023.

7 B2B Marketing Trends

Core content marketing principles of the past still apply – sharing high-quality content is always key to boosting your credibility and revenue.

Although, every new year brings new ways to accomplish your marketing goals. Here’s 7 B2B marketing trends we’re expecting to see in 2023.

1. AI on the Rise

We don’t expect to see AI’s popularity slowing down anytime soon. In fact, the number of businesses adopting artificial intelligence has grown by 270% in four years.

image shows statistic of 270% growth in businesses using artificial intellige

Image Source: Oberlo

In 2022, there has been an increasing amount of tools available to provide some form of artificial intelligence to B2Bs. Automating, curating, personalizing and optimizing your strategy is effortless with the help of AI.

In 2023, every business can benefit from artificial intelligence to streamline its efforts towards growth. Even digitizing data and automating email sequences can be done with the help of machine learning to avoid potential manual mistakes.

Not only will artificial intelligence give marketers helpful insight, but it will also boost their business’s performance. While AI can’t replace your human employees, it can help enhance the efficiency of your content marketing strategy.

2. Retention Marketing

A bird in the hand is worth 2 in the bush, right? Well, what’s it worth to then keep that bird happy and healthy for a long time? That’s retention marketing.

Retention marketing has been around since the time the first person sold something to someone else. Why? Because the seller eventually realized that it’s easier and more efficient to sell to existing customers than it is to find new customers.

In short, retention marketing is the set of activities that seek to maintain customer relationships resulting in higher marketing ROI through continued sales at a lower cost per sale.

Retention marketing can increase both the amount of time a customer continues buying from you, as well as how much they buy. We often call this cross-sell and upsell. We want to sell more products and services to existing customers and also at higher prices and profit.

How much profit? According to Harvard Business Review, a 5% increase in customer retention can deliver up to 95% increase in profits.

B2B Marketers love to talk about acquiring new customers. But the bottom line is that Retention Marketing might be a better place to start in 2021. Especially if budgets are limited.

What are some of the best ways to retain customers?

  1. Onboarding & Education
  2. Customer Training
  3. Constant Communication
  4. Ongoing customer support
  5. Surveys & testimonials
  6. Customer appreciation

illustration depicts components important to customer retention

Image Source: Rise Strategic

3. Content Marketing

Go big or go home! In 2021, only committed brands are going to win in content marketing. I hear it all the time from brand marketers who aren’t committed to content marketing. “There’s so much noise out there! How can I break through?”

Based on that argument you have 3 choices. 1) Give up and just let your marketing people start cold calling (trust me, I’ve literally been asked to do this!) 2) Advertise your way to growth. 3) Or commit to the long-term strategic ROI of content marketing.

And there are amazing examples of brands who have grown massive audiences from scratch in just the last 18 months.

What did they do differently? They published consistently based on keyword research. They mixed in long form and short form content. They profiled customers, executives, and partners. They focused on building subscribers. They put paid promotion on their top performing content.

How much do they spend? $4,000 – $8,000 per month is all the marketing budget you need for a predictable Marketing ROI. Less than the cost of a Director of Marketing salary!

4. Interactive Content

In order to increase consumer interactions and engagements, businesses need to make their content more interactive. Your business can do this by encouraging followers to share your posts on social media, creating interesting quizzes, filming videos, and implementing infographics.

Honda released an interactive short-story video, in which viewers had the opportunity to control the main character’s reality. According to Honda’s data, visitors spent an average of 3 minutes engaging with the video, far above their standard page interactions. Honda’s site visits doubled the start of their campaign.

Video Source: Honda

Interactive content can help increase customers’ attention spans by encouraging them subtly to engage more with your content and marketing material. As consumers’ habits and tastes move closer towards interactive content, storytelling becomes an essential feature for business success.

5. Chatbots

Chatbots are an essential part of web design and will continue to act as an important business feature in 2021. Globally, 67% of consumers reported using a chatbox support system in the past year. Many clients are beginning to expect quick replies to questions and 24/7 customer service representatives on call. This can be a hard task to manage without the help of chatbots which will be programmed to match human behavior and offer similar services.

This tool is used by many industries to answer clients’ questions and help them navigate through a company’s website. Chatbots can help your business provide faster, improved online experiences.  As a result of this digital feature, businesses will see an increase in consumer engagements, business connections and overall client satisfaction.

6. Nostalgia Marketing

Nostalgia marketing can help B2B marketers relate their products and services to the world. Your company can start to participate in nostalgic marketing strategies by being authentic, capitalizing on cultural trends and reintroducing a product or service that was discontinued.

image of nostalgic TV set

As the world navigates these unprecedented times, nostalgia marketing has become an even more valuable tool. Nostalgia is familiar, safe and comforting, which is exactly what our world needs now and in the future of 2021.

7. Voice Marketing

Voice search and digital assistant utilization will only increase with every passing day. When voice devices were originally created, they were used for grocery store lists and notes. However, consumers are now using voice searches to play favorite songs, ask questions, get directions, turn up the temperature, and whatnot.

Marketers see great opportunities in this tool as it gives us more information about our consumers and their needs. Alexa and Google Home have created a huge increase in the usage of voice search. It is extremely important to make sure your company is ready and has the tools needed to successfully compete with other businesses using this advanced technology tool.

Start Marketing Your Content Today

Understanding B2B marketing trends will help you focus your marketing strategy towards driving traffic, reaching your audience and maximizing revenue.

The most effective content marketing strategies prioritize consistently publishing high-quality content. Grow your business today with Marketing Insider Group’s team of experts and deliver optimized, ready-to-publish content every week.

Check out our SEO Blog Writing Service today or schedule a quick consultation now to learn more!

The post B2B Marketing Trends That Will Grow Your Business in 2023 appeared first on Marketing Insider Group.

marketing insider group's 8 video marketing trends for 2023

Video marketing trends have evolved into one of the most important aspects to consider for your content marketing strategy. Whether it’s a 30-second ad, vlog or live footage, featured videos in your content is one of the most popular and effective ways to engage your audience.

In fact, video is preferred by 80% of people over written text and is already being used by 87% of businesses as a marketing tool. If that’s not enough to convince you, research also shows that 88% of consumers have been convinced by a marketing video to purchase products and services.

bar graph shows reported increases in sales with use of video in marketing 

Image Source: Wyzowl

Quick Takeaways

  • Live video has become a critical part of connecting brands with consumers
  • Vlogs and social media stories are great ways to show brand personality, educate your audience and create a personal connection with your community
  • Most people watch videos without sound, making silent videos increasingly more popular
  • User-generated content is rated as the most authentic, trustworthy form of online content

In 2023, video content is going to be critical for reaching your audience. Use these 8 video marketing trends to drive both traffic and revenue.

8 Video Marketing Trends for 2023

If a picture is worth a thousand words, just imagine what video content can do for your business. Here’s 8 video marketing trends you need to know to maximize your revenue in 2023.

Live Video

Live video skyrocketed in importance in 2020 as the pandemic put a halt on in-person events and experiences. It emerged as an essential way for startups and larger brands to continue connecting with consumers, and today our outlook on what kind of content is “streamable” has been totally transformed.

Live video is being used by everyone from influencers promoting products to music artists holding virtual concerts to Broadway companies streaming full-length productions.

For content marketers, live video should be at the top of the list of video marketing trends to follow in 2023. Even as life is getting back to normal, consumer demand for live video content isn’t going away — it’s growing.

And while consumers prefer video content in general, they engage at a much higher rate when the content is live. On Facebook, for example, users watch live videos for 3x longer than pre-recorded videos, and live content generates 6x more interactions.

Surprisingly, though, only 28% of video marketers intend to use Facebook Live as part of their strategy (and this stat is similar across social media platforms). More B2B Marketers are reporting the use of video email marketing as an effective tool.

The takeaway? Brands have an opportunity to build engagement and gain a competitive advantage by embracing live video right now.

Smartphone Production

Gone are the days when video marketing required expensive equipment and a big production budget. In fact, even brands that can afford those things are turning to smartphones to create more relatable, authentic content.

Apple gave the concept a platform in their wildly successful #ShotOniPhone campaign. They asked users to submit their best iPhone shots for a chance to have them featured on an Apple commercial or billboard.

Over the years the campaign has generated more than 15 million submissions and proven that video content created on a smartphone can be indistinguishable from what we see in traditional media.

In an interesting turn of events, social media influencers have surpassed even seasoned video marketing professionals when it comes to perfecting the art of smartphone video content.

Perfectly edited TikToks, vlogs, sponsored ads, you name it — it’s the amateurs who are doing it best right now when it comes to smartphone video.

Brands are getting on board, though, as they quickly realize that this type of real-life content is resonating with consumers more than salesy ads.

So if you’ve been thinking about creating more video content but worrying you might not have the equipment, here’s your sign: all you need is a little inspiration and the device in your hand.

Search-Optimized Videos

SEO is nothing new, but what about videos optimized for search? Forrester recently found that videos are 53 times more likely to generate first-page rankings than other traditional SEO techniques. Brightedge reports that Google is now putting video snippets next to 26% of search results, and users are more likely to click them when they do.

So how can you use videos to optimize your search engine results? Focus on three areas: relevance, consistency, and backend optimization.

First, be sure your videos all have a clear goal in mind. Make them relevant to consumers by answering their questions, educating them on important topics related to your brand, and creating video content that’s interesting to watch.

Next, be consistent. Just like with traditional SEO content, consistency is key to boosting your rankings. Create video content frequently and always publish it to your website where it will help boost traffic.

Finally, don’t forget important technical optimization steps like title tags, keywords in descriptions, choosing appropriate thumbnail images, and responding to comments to drive engagement.

Vlogs

We know that brand storytelling is one of the most effective ways to connect with consumers, develop your brand personality, and get your audiences engaged. Vlogs (or video blogs) are a great vehicle for telling those stories.

They’re also a great opportunity for sharing tutorials or product information, which makes viewers more likely to engage and convert. In fact, 94% of respondents say that watching a brand video has helped them make a purchase decision. Vlogging is an effective, cost-efficient way to educate your audience about products and services.

statistic shows that brand videos have helped 94% of people make purchase decisions

Image Source: Lemonlight

Vlogs position the creator or brand as the main character, telling the story of topics, events, and experiences from their perspective and helping consumers get a better understanding of who they are.

Vlogs are another tactic that influencers have already perfected — you can find vlogs on just about any topic from parenting to sports to pet care to travel (you name it). They’ve upped the ante for traditional bloggers in a world where even great text-only narratives aren’t enough to keep audiences coming back for more.

But research also shows that the overwhelming majority of vlog content is published by individual creators, meaning it’s time for brands to get on board with this video marketing trend. Vlogs are a great opportunity to create a human connection between your team members and your audience, showcase your brand personality, and keep consumers coming back for more of your content.

Social Media Stories

Like vlogs, social media stories show a brand’s personality and create a more personal connection than other content marketing trends. But social media stories aren’t exactly the same.

Mainly, they’re meant to be more casual. If vlogs are an edited version of your brand’s overarching tale, social media stories are the day to day outtakes that don’t belong in the final version (but that everyone still wants to see).

Social media stories also offer tons of ways to get interactive with your consumers. Use the questions feature on Instagram to do Q&A with your audience. Post polls to get their input on products and ideas.

Ask customers to tag you in their own stories so you can share the ways they’re wearing or using your products. These are just a few examples!

example of Sephora’s social media story template

Image Source: AestheticHLO

Check out these brands who are already doing social media stories really well.

AR/VR Videos

AR and VR content has been around for awhile, but it’s finally finding its way into mainstream video marketing trends as technology becomes more accessible and consumers demand increasingly interactive content. Looking to the future, brands need to be ready to incorporate it into their video marketing strategies as traditional video may not always be enough.

The pandemic has accelerated the growth of AR and VR as brands across industries used it to create virtual experiences. Retail stores offered virtual “try before you buy,” healthcare providers used AR and VR for self-guided diagnostics, and educators kept students engaged with AR- and VR-powered games and activities.

Just like with live video, our view on what kinds of experiences can be virtual has transformed over the past year and a half, and consumers will be unlikely to want to give up the convenience and accessibility these virtual options provide. AR and VR may never totally replace the in-person experience, but they’re definitely here to stay as a key tactic for video marketers.

Silent Videos

Marketers today are creating videos specifically to be watched silently. Sounds crazy, right? Isn’t the whole point of a video to have image and sound? Not anymore.

A whopping 85% of videos on Facebook are watched without sound. In fact, 80% of consumers report that they have a negative reaction when an ad plays a loud sound unexpectedly. People are watching videos on their smartphones everywhere they go — in crowded waiting rooms, on public transportation, in classrooms, and even in meetings (let’s be honest).

This means that if you want people to stick around and watch your content, you need to optimize it for silent viewing. The good news is that most of the time, all it takes is the addition of closed captions to keep people engaged. People watch captioned ads for 12% longer on average than videos without captions. A quick fix!

User-Generated Content

Consumers overwhelmingly trust user-generated content more than branded content. In fact, 60% of consumers think UGC is more authentic and trustworthy than brand content.

60% of consumers say UGC content is more authentic than brand content

Image Source: Trend

Rather than fight against the trend, you can partner with satisfied customers to have them act as brand advocates. Customers can generate video content on their own social channels and you can reshare it to give it more visibility.

Over time, this user-generated content builds consumer trust and influences purchase decisions. And finding brand advocates can be easy with the right approach! Offering incentives, working with influencers, creating referral programs, and simply asking are all ways to get satisfied customers on board with sharing stories and videos about their positive experiences with your brand.

Support Your Video Strategy Today With Compelling Content

A strong marketing strategy for 2023 needs great video content — but video isn’t enough to see sustained success. Brands also need a marketing strategy with consistent, compelling written content to drive results.

Marketing Insider Group has experienced writers and marketing professionals who can help you build a strategy and deliver optimized, ready-to-publish content every single week.

Get started today and check out our Content Builder Services or schedule a free consultation now!

The post 8 Video Marketing Trends You Need To Know for 2023 appeared first on Marketing Insider Group.

emerging-marketing-trends

If you asked 10 marketers to predict the emerging marketing trends for 2023, you’d get 10 different orders of priority. It’s equally likely that there would be at least a few trends that everyone would validate as being critical to the success of any marketing strategy.

Many tried-and-true marketing tactics have begun to yield unimpressive results. The seismic shifts we saw in 2020 brought permanent changes to how we attract buyers in 2023. So, are there any safe bets for the coming year?

6 Emerging Marketing Trends Sure to Gain Ground This Year

Successful marketing firms are all betting big on at least the following six trends.

1. Relationship Marketing

After two tough years, consumers have migrated steadily toward businesses that see them as people, not just customers. Many consumers are also even willing to pay slightly higher prices in exchange for evidence that their concerns are taken seriously and promptly addressed.

One way companies can increase the number of positive interactions they have with customers is through creating content that doesn’t sound cookie cutter. Everyone can address frequently addressed questions from their customers, but is that what will make your company a trusted industry leader? Instead, focus on creating content that will set you apart from the competition. The marketing team at MarketMuse follows a 10x marketing formula where they research what their competitors are writing about and then make a conscious decision to cover other topics.

Customer satisfaction will steadily increase as a key indicator of the health of any business, regardless of industry. Your business may have the best prices and widest selection, but that’s not a guarantee consumers will choose your business. If your store is not welcoming or your content isn’t helpful and unique, consumers will shop elsewhere. The same metric applies to your website and social media presence. People want to feel valued and heard regardless of if they buy something or not.

2. Ongoing Audience Fragmentation

Customization of sales approach is the name of the game here. Business owners who increasingly customize their products and services to the felt needs of their customers will gain more loyalty points and sales. A middle-aged customer should have a different online experience with your business than a teenager.

While that may sound obvious, many online retailers are still presenting a “one size fits all” online experience. With website cookies going the way of the Ford Edsel, retailers have to find new ways to capture and retain customer-specific information without crossing any moral or legal boundaries.

3. Staying Ahead of the Enhanced Privacy Curve

As mentioned above, cookies are yesterday’s news. The issue of increased customer privacy will gain steam among consumers. They have already begun pushing back against “the Big Brother factor” in digital marketing.

Navigating the line between “we know who you are” and “we know way too much about you” can be tricky. This is especially true when trying to tailor the customer experience based on age, gender, geographic location, and so forth. Business owners who strike the proper balance will only collect the information they can act upon. After that, they’ll take whatever precautions are necessary to guard that information and protect it from an embarrassing data breach.

4. Relevant to Us…Relevant to You?

Staying relevant is not just about tailoring your campaign to a specific audience, as mentioned above. While it certainly includes making your appeal to the right person, it also involves timing your appeal properly and delivering it when the customer is in the best position to respond positively. Relevance can be summed up succinctly with the phrase, “right time, right place, right message, right approach.”

Businesses can increase their ongoing relevance to customers by keeping track of purchases and leveraging that information to craft a timely message. For example, many vendors now send out emails that follow up on the value of a previous purchase, i.e. “How’s the new TV working out for you? Is there anything we can do to enhance your viewing experience?” Although messages like this have no sales pitch or other call to action, they demonstrate a commitment to the individual. This makes the business more relevant to the consumer’s daily life.

5. Effortless Messaging

Back in the days when website designers were falling all over themselves to design sites that were cool, edgy, and visually stunning, Steve Krug wrote a great book with a killer title: “Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability.” The simplicity and clarity of the title mirror the content of Krug’s philosophy. If your website, app, social media presence, or literally anything about your business causes your audience to have to think too long about the intent of your message, give yourself a zero.

6. Making Sustainability a No-Brainer

A growing percentage of clientele prefer to shop with companies that demonstrate care and concern for our planet. Pursue ways your business can make your products and service more environmentally friendly. But be wise about how you promote your initiatives as some consumers could see your effort as disingenuous. (If you blow a trumpet every time you do something good for Mother Nature, you’re more likely to arouse suspicions than build increasing customer loyalty.)

A lot of companies, perhaps eager to make sales at the expense of long-lasting credibility, have made the mistake of saying that they care about the environment but then engage in business practices that seem to indicate otherwise. Rest assured that any claims you make will be investigated by someone seeking to discredit you. The best way to “go green” is to look for opportunities to revise existing business practices rather than invent new ones. Encourage your employees to recycle their beverage containers in a central location, just for starters.

Adopt, Adapt, and Improve

The emerging marketing trends above are not groundbreaking, but they may require your business to break new ground with technology, customer experiences, and everyday routines. As you seek to make positive changes on these six fronts, give yourself the grace to learn along the way. By focusing additional attention on doing right by customers, employees, the community, and the environment, we have a strong chance at simultaneously improving our bottom line!

The post Emerging Marketing Trends to Monitor in 2023 appeared first on Marketing Insider Group.