The Best Marketing Tips I’ve Learned from Tracking and Analyzing the Industry
Over the past year and a half, I’ve dedicated myself to monitoring every significant marketing and social media update. You may recognize me from my weekly marketing update series. Below are the key insights I’ve gathered about marketing in 2022 and what to expect in 2023.
A common pattern across many businesses is treating social media profiles as mere storefronts, which can drive customers away. Many brands pin viral posts at the top of their feeds, yet a viral post is not necessarily the best post. A viral post reaches a large audience, but it may not convert.
Platform-specific notes:
– TikTok and Instagram allow three pinned posts.
– Twitter supports one pinned post.
– LinkedIn offers top feature options for highlighting content.
Think of your social feeds as landing pages that answer the visitor’s core questions: Why, How, Who, and What’s in it for them. The goal is to target key buyer personas effectively.
SEO
In 2023, Google’s emphasis on helping publishers with SEO has diminished, while updates related to Google Ads have increased substantially. This shift isn’t surprising: ads and formats that appear above organic results are expanding, prompting brands to rethink their SEO strategies.
Many brands are moving from direct SEO tactics toward brand marketing to improve perceived authority and ranking. Building social media presence and brand awareness can spark search trends around a brand, providing signals to Google that the site is an authority within its niche.
Copywriting
Effective copywriting starts with a deep understanding of buyer personas and market research. Many marketers rely on psychology and cognitive biases found online, but true impact comes from relevance and clarity.
For new businesses or those with limited budgets for market research:
– Use simplified copywriting.
– Focus on product use-cases rather than attempting to sell emotions.
– Start with a few customers, learn their traits, document them, and refine your messaging until you have language that clearly communicates your value.
CTAs (Calls-to-Action)
CTAs are often cited as a nightmare for internet marketers. Even recognized brands worry that strong CTAs can reduce engagement. The reality is that audiences need a clear reason to click or purchase.
In 2023, customized CTAs are gaining traction, with brands tailoring prompts to specific audiences and contexts to improve response rates.
Brand Messaging
Brand positioning and messaging have become more critical than ever. A strong product is not enough without compelling branding. Even excellent products can suffer from poor brand messaging or positioning.
Marketing teams should carefully select topics to discuss and consider the long-term impact on brand perception. Aim to stay neutral and maintain consistency in messaging, even when addressing sensitive subjects.
Other Considerations
- Rather than relying on lists of “featured in” outlets (Forbes, Washington Post, etc.), many brands are embedding real-time social proof—such as social comments and tweets—directly into landing pages.
- Upvotes or engagement on platforms like Reddit do not guarantee conversions if they don’t align with your content and the link’s purpose.
- Most marketers should read newsroom-style blogs from major social platforms. These outlets frequently publish fresh reports and insights that can inform a more effective social media strategy.
If you found these insights helpful, I share weekly social media updates, trends, and free resources every Sunday. Subscribe through the link in my bio to receive marketing news and reports.
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