New Year, New Goals

You know the drill.

With each new year comes new lists, new goals, new resolutions for improving your life, health, and happiness. This figurative transition—an arbitrary passage of time—is an opportunity for us to not only reset, but to improve. To aim higher than the year before. 

Your company or brand is no different. While the foundational aspect of marketing to discover what works and keep doing it still rings true, there’s always room to explore a different approach and uncover new possibilities. At Vela, we encourage our clients to branch out. Here are a few marketing moves we recommend for 2023. 

Produce more video content.

Video content marketing has seen a huge rise in popularity and effectiveness in recent years, in large part due to a shift in the platforms on which people view their content. Social media apps like TikTok, Instagram, Facebook and even Twitter have begun prioritizing video in a big way and it’s no coincidence that with the rise of wireless headphones—keeping people constantly plugged in—has coincided with this.

To be clear, video is not new but the numbers in which we are seeing people engage with it are and that is why it should take priority in this year’s marketing strategy. Studies show that 54% of consumers want to see more video content from a brand or business they support (Hubspot, 2018). This isn’t just a matter of creating promotional videos for a new product, it’s a matter of creating content that your audience finds useful and engaging. Whatever you’re rolling out or pushing in 2023, video content marketing is something to keep in mind.

Explore influencer marketing.

Influencer may be a relatively new word but it is also an industry that has become well-established in the marketing world. People like hearing from people they trust or admire about what products they are using and getting a popular influencer to push your brand has become a proven way to successfully promote what you’re selling.

The idea of working with an influencer to promote your brand may feel out of reach but this approach isn’t limited to big name brands. If you’re a local company with a very specific target range, it’s likely there is a local influencer who is looking for partnerships. While the world of influencers may feel unfamiliar, their undeniable impact on audiences should not go overlooked in 2023.

Lead with authenticity.

Our final tip for how to approach your marketing is simple: focus on being authentic. Authenticity is all about the long game—delivering clear communication over the course of time and resisting the urge to make over-the-top claims about your service or product. Instead, by aiming to develop a relationship with your audience that feels honest and relatable you earn your brand credibility. In a world where mistrust is rabid, customers cling to the products or services they believe in and that will always take you further than constantly changing your tune to fit the latest trend or talking points.

At the end of the day, people want to believe in what they spend their money on and your brand is no different.