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Planning your marketing strategy for 2023 – what’s on the horizon

2022 has been a time of wary optimism for many businesses as they emerge from the pandemic. While economic trouble and the cost-of-living crisis has loomed, marketing has become an increasingly important part of doing business. With money getting tighter, competition for each Pound has increased, so getting consumers to come to you rather than a competitor is increasingly important. With 2023’s economic landscape looking uncertain, it’s important to have a plan in place; both to more effectively market, and to have a more exact idea of your business’s own expenditure. Here’s some tips for creating a marketing strategy for 2023:


Review

The best place to start any new marketing plan is to review what you have done so far. Take a look at your marketing activities across 2022, evaluate what strategies were most effective, what content topics had the most reach and which channels best reached your audience. There are a myriad of other trends and factors to look for when reviewing your previous marketing activities, but these are a start that will allow you to begin to understand what has been effective and what may need to be improved upon moving in to 2023.


Audit

Once you’ve reviewed, it’s time to audit. Take a look at your assets, channels, value proposition, personas and every other piece of marketing resource or material you have. Ask the question: is this working? This is where you will identify what needs to change or not change about your strategy moving forward. Are your personas accurate reflections of your target audience? Are you using the same channels as your potential customers? Is there anything about you branding or messaging that needs refining?


Set new goals

Once you know what has and hasn’t worked before, you can begin to identify metrics for improving, which should involve setting measurable goals and establishing KPIs. These could be increasing follower growth or reach by a certain amount, posting SEO-optimised content more regularly, or increasing your impact with a certain demographic. Be sure not to be too ambitious when setting your goals, there’s only so much difference that can be made in a given timeframe. Try to make your targets achievable.


Finally, having identified the good and the bad about your existing strategy and put your sights on some new goals, it’s time to figure out how best to spend. Align your spend with your goals. For example, if you need to do more content marketing to reach your audience, perhaps outsourcing some content production could help you. If you want to do something with video, you will need to consider production costs. If there’s certain key campaigns that need that extra reach, maybe look in to some PPC. It’s all about putting money where it’s needed.

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