The marketing landscape is constantly evolving. New technologies, platforms, and trends emerge, and consumer preferences and behaviors shift.
To remain relevant and competitive, brands must continuously assess and adjust their marketing strategies to stay ahead of the curve. Here are some practical ways to refine your online marketing in 2023.
Revisit Your Core Strategy
Start by revisiting your core strategy. If your business has been around for a while, you’ve likely evolved and seen tremendous changes over time. Your original web marketing strategy or branding may no longer serve the company or resonate with the target demographic.
Look at your buyer personas, sales funnel, and brand elements to determine if they’re still relevant to the business. If not, explore the opportunity to refresh the brand, seeking professional guidance as needed.
Audit Your Website
SEO and website functionality is another area that’s evolved plenty in recent years, with more changes on the way. The old days of keyword stuffing and churning out content are no longer beneficial (and may even be harmful). Now, Google is looking for informative, long-form posts centered around the reader’s needs.
Your website functionality may also have some unaddressed issues worth reviewing. Work with an SEO specialist or use a tool like Semrush or Ahrefs to run a full audit on your site for functionality and SEO.
It’s also worth considering the flow and intuitiveness of your site. Look for opportunities to reduce complexity and friction during the sales process.
Use A/B Testing
Reviewing data is an effective way to see which campaigns and efforts are working and which need development in the near future. You can also create your own data-driven experiments through A/B testing.
A/B testing is a method used in digital marketing to compare two or more versions of a marketing campaign, product, or website design to determine which performs better. It involves randomly dividing a target audience into groups and exposing each group to a different version of the campaign, product, or design to determine which version is more effective.
You can A/B test anything from button colors on your website to email marketing subject lines. The goal is to see which resonates the most with a sample of customers before sending it to your entire audience.
Create Cross-Platform Consistency
Your customers may find you in a variety of ways. Ensuring you have cross-platform consistency will create more brand recognition and trust.
Take some time to develop a content strategy that creates cohesion across platforms. Don’t forget the opportunity to repurpose content in various formats or to repost old content that your newer audience members haven’t seen yet. These efficient systems and strategies create more time to focus on other marketing efforts.
Explore New Opportunities
New trends and opportunities are always on the horizon with digital marketing. Take the time to research new marketing trends and determine which ones could benefit your business.
Address Your Resource Needs
Finally, revisit your marketing budget. Changing focal points and adding new priorities requires time and money. Determining what resources you have available will help you better choose which marketing efforts to invest in.
With big changes ahead in the digital marketing landscape, there’s no better time to refine your approach and get ahead of the competition.