The top marketing channels to grow your brand in 2023
Struggling to find the right marketing channels to reach your target audience? We don’t blame you, it is a difficult thing to get right the first time. There are so many channels out there, and some need different approaches to others, in this article, we’re going to explore some of the top marketing channels you should consider in 2023.
Why is choosing the right marketing channel so important?
When it comes to growing your brand your content marketing must be killer, but not only that, it also has to be exposed on the right channels to the right audience. Marketing channels are the unique platforms, tools and avenues used to reach your target audience. It is important to understand the individual qualities and values of each marketing channel to tailor your tactics and planning towards a specific audience.
Well, if you’re a bit stuck, but want to grow your brand in 2023, then you’ve come to the right place. In this article, we are going to explore 5 of the best marketing channels to build your brand in 2023.
1. Social media marketing
We know you probably wanted to uncover some secret marketing channel that would build your brand in an instant (apologies, we would love the same too). But the reality is that most brands do not use the most well-known channels, well they at least might not use them properly.
Social media is one of, if not the most critical channels for building a brand. It offers the chance for brands to develop their personality, connect and engage with their target audience, capitalise on leads, and increase brand exposure. Producing content that engages the audience is key, we worked with Visit Britain to produce some gamified social media filters based on location. These were designed to not only promote the brand, but also to enable the audience to feel a part of the brand.
55% of consumers learn about new brands on social media, can your business afford to ignore this figure alone? Whether you’re a B2C or B2B business, the continued growth of social media usage, interactions and engagement outweighs many traditional channels you might be clinging to.
However, it is not just about hopping on social media and posting willy-nilly, your posts have to have purpose, context and value. So, although you may already be posting, there are a few key points to consider:
- Are you posting regularly enough? – once or twice a month on one or two platforms is not enough, you need to be posting regular, valuable content to your audience a couple of times a week at the very least.
- Are you pushing sales or trying to engage your audience and build your brand? – the best way to measure this is the 80/20 rule, which suggests that 80% of your posts should educate, entertain, enlighten, or offer solutions to problems and only 20% should promote your business.
- Are you using the right platforms? – For example, LinkedIn might be better for B2B business, whilst Instagram may deem superior for B2C. There is no real correct answer to this question, but it is important to post on the channels where your target audience is active and engaged.
Following these points is a great starting point, but the fact of the matter is that you will need to test out different approaches on social to see what works best for you and your audience.
2. Video Marketing
Although video marketing somewhat bleeds into social media, its impact warrants its very own section (well-done video, you deserve it). If you’re yet to get started in video marketing, there is no better time to start. Video can boost engagement, and conversions, improve ROI and helps to build brand personality.
A stand-out ‘must have’ for 2023 is short-form videos. With the rise of TikTok and YouTube shorts, the demand, appeal, and benefits of short-form videos highlight why your brand should consider utilising this channel. As attention spans continue to shorten, video content has the ability to capture and retain viewers’ attention for longer periods of time than other marketing channels.
With 30.8 million users daily on IOS alone, it is incredibly likely that your audience is on TikTok. YouTube shorts are another option, bringing in millions more users, and in 2023 creators can even be paid for their content, expect this platform to grow immensely in 2023, attracting wider audiences, and more views and providing new opportunities for brands.
In 2023, video marketing is expected to continue its growth trajectory as more businesses embrace this medium to showcase their products or services in a visually appealing and engaging way. From product demos to explainer videos, video marketing allows businesses to convey their message in a creative and memorable way, ultimately leading to increased brand awareness, engagement, and sales.
Keep an eye on this marketing channel and try to incorporate it where you can!
3. 3D & augmented reality
Although this isn’t a brand-new marketing channel, it is probably the newest on this list. 3D and augmented reality (AR) are being utilised more frequently by brands than ever before, and with the power of web-based AR increasing, accessibility is no longer an issue. From 3D model viewers on eCommerce websites to location-based AR experiences, gamification and even AR tours, 3D and AR experiences are powerful tools for building a brand and connecting with audiences.
With 71% of consumers saying that they would shop and engage with brands more often if 3D and AR experiences were available, is this an opportunity that you can afford to miss? AR has been proven to be a true gem for marketers in recent years, but its full potential is only unlocked when it is applied to target audiences correctly. We recently had the chance to work with Mastercard to build a 3D and AR snowglobe for the Christmas period, try it out in 3D below the press the AR button to view it in your own space:
3D and AR have matured to exceptional lengths over recent years, but they still must provide true use and value. If you are planning on utilising 3D or AR then it must serve a true purpose, solve an issue, or enhance an experience. 3D and AR experiences can connect with existing audiences on a new level and attract new audiences that you never would have had before.
As the technology becomes more accessible and affordable in 2023 as a marketing channel, we can expect to see more businesses incorporating 3D and AR into their marketing strategies to create engaging and memorable experiences for their customers.
4. Word of mouth (WOM)
Yep, we know, another one you already know about. But this article isn’t about new channels, it is about which channels help to build your brand. WOM is incredibly powerful, if you can get people talking about your brand, recommending it to friends, and leaving reviews, your engagement, traffic, and leads will see significant improvements. Trust is the key factor, trusting a brand is more important than ever, as of 2023, it is reported that 81% of consumers need to trust a brand to even consider making a purchase.
People trust other consumers over marketers, as marketers of course have an agenda. Customers will only typically mention a brand, product or service when they have had a particularly good experience or if they derived true benefits. You’d be surprised how quickly word can spread when you apply the right tactics to the right audiences.
But how do you get people talking about your brand? Interacting with your audience is key to building trust and positive opinions about your brand, as well as top-notch customer service and going above and beyond to leverage this channel. Here are a few tactics you could use to get the ball rolling with your WOM marketing:
- Send out free products to influencers. Whilst, not every influencer will want to review your product, some will if they genuinely find it beneficial. Try to focus on micro and macro influencers as well that you think your product is targeted towards, although these influencers do not have a mass following, their following engage far more often than a mega influencer.
- Create something unique. This could be a product, service, video, copy, game and so on. The old saying ‘stand out from the crowd’ is still true, and with the majority of markets having fierce competition, something unique or quirky might just set you apart from the rest and get people talking about you.
- Try to push user-generated content (UGC). According to Offerpop, 85% of social media users trust content produced by other users rather than branded content. UGC can be built through giveaways which entice users to post pictures of your products or by using a branded hashtag, encouraging your loyal customers to spread their loyal dust (that’s a thing, right?).
- Push harder for ratings or reviews. With 93% of consumers saying online reviews impact their purchase decision, it’s time to push for those positive ones. Make sure you set up feedback channels such as Trustpilot, Google reviews and even automated emails to try and get as many positive reviews as possible.
WOM marketing for brand building will take time and is time-consuming to set up. It is also one of the most difficult things to track, but trust us with this one, the benefits can be huge.
5. Omnichannel marketing
But what’s the use of any of the above (and many more) if you do not integrate them to create a consistent and powerful brand message and experience? Omnichannel marketing is the seamless integration of various marketing channels, both online and offline, traditional and non-traditional remaining consistent, throughout every step of the customer journey.
See when it comes to building a brand using marketing channels, one strategy or one channel will simply not work as there will be a loose end or phrased even better a dead end. For example, if you invest in influencer marketing, and it works, you get people to your social pages, yet posts are irrelevant or non-existent, then there is a barrier. Trust will be taken away as quickly as that, your brand experience and customer journey have to integrate across possible touchpoints to ensure your brand message, personality and offer are consistent.
At Engine Creative, our creative process is designed to ensure that we define business objectives, understand products and customers, and explore how we can create engaging and effective campaign activity across multiple channels. We wrap up our process by crafting a campaign toolkit that includes all the essential elements a brand needs to launch and manage a successful campaign, including a clear creative direction, a sound messaging strategy, and key designs for different channels.
Build your brand today with Engine Creative
Realistically if you are not too familiar with any of the above, you may need some help. Talk to Engine Creative today to start transforming your brand, from brand discovery workshops all the way through to content creation and brand building, trust us as your creative partner.