Show Notes:
As fast as things move in the digital marketing world, if you don’t know these new 2023 marketing trends yet – your strategies are about to be obsolete.
The truth is – ready or not – they’re HERE. In this episode I’m sharing proven actionable advice and actual results we’ve seen running campaigns with these new marketing trends for our own clients.
Get ready to understand the good, bad, and the ugly so you can leverage what’s working to 2X, 3X or even 4X your business this year. You’ll learn the shifts needed to ride the trending waves instead of getting crushed by hightide – which is exactly what will happen if you’re not ready, willing and able to rise with the tide.
Isn’t it time you optimized your uniqueness AND made marketing trends – and entire business – work FOR you (not the other way around).
Let’s get right to it! Here are the Top Trends in Marketing for 2023.
Key Takeaways:
📈 Connect with your audience – break down barriers to get those conversations going [4:36]
📈 Build and nurture your audience – even when they don’t buy right away, you’re nurturing them later on so that they’ll be ready [5:27]
📈 Add a done-for-you aspect to your business – people are no longer as interested with DIY products and packages [7:28]
📈 Give guarantees with integrity – puts you above your competitors, but make sure your offer actually works! [10:04]
📈 Optimize your offer – present your offer in a new light [14:09]
If you’re really looking to make 2023 your year, then you really need to implement these strategies to start seeing more success. Remember – the market has shifted! It’s time you make the changes to your marketing as well!
Additional Resources:
- SLO funnel done-for-you ad templates and creatives
https://live.jessicawalman.com/aot-2 - Scale your offers with Facebook™/Instagram™ paid ads: https://live.jessicawalman.com/realresults
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Get the Transcript here:
Top Marketing Strategies of 2023
Note: We use AI transcription so there may be some inaccuracies.
Jessica Walman: Hello. Hello. Welcome back to the podcast. You guys this week has been a whirlwind. We’ve had clients at the agency. one of our clients did a live launch with over 500% return on ad spend. another client, we switched from a live webinar to an evergreen, and that cut their lead cost, more than half.
and just a lot of other wins that are happening. And so it’s always fun to see our clients get results and our clients win. I mean, that’s why I do, that’s why I do this for our clients and for you guys. So you guys. get results with your marketing, get results with your paid ads.
And so, yeah, I’m just on a little bit of a high from lots of little wins happening here and there that I always just love what my team tells me about, which kind of leads into what I’m gonna talk about today. We’re gonna talk about the top marketing strategies for 2023. and they have shifted, I think they’re kind of happening towards the end of 2022, which is why I’m seeing this trend in 2023 and why it’s gonna be so big, back gone are the days of back in the day being able to just, Kind of run some webinar people are staying on for two and a half hours and they’re converting like hot cakes.
and they were all a cold audience. They had no idea who you were, and you’re pretty hands off. You have everything pretty automated. that’s it. I’m sorry. it, does work. There are gonna be sales that happen, of course, but if you’re talking about an overall really profitable long-term strategy, that’s not what’s gonna happen in 2023.
Jessica Walman: So if you’re really looking to make 2023 your year, if you are wanting to two x or three x or four x your revenue this year, then you need to listen to what I’m about to say. Cause I’m gonna go over some of the top marketing strategies. That you need to try and implement, whether it’s one, two, or all of them, so that you can start seeing more success because the marketing shift, the marketing trends are changing not about trends, but you do have to follow what the market is saying.
But then also, take that with your own spin, your own uniqueness and do it’s within with integrity. But there are shifts happening that you need to be aware of and that you need to put in place in your marketing. So the first one I’m gonna dive right in, is connection you guys.
Connection, connecting with your audience. being a real person, like personal brands are the thing. That’s it. Like if that is so powerful. Being a personal brand, it’s becoming more and more, powerful. You’re seeing lots of influencers and being able to utilize that as a strategy, but really just a personal brand, but being able to connect with your audience and not having this barrier of, oh, I’m all the way up here and you’re all the way down there and I can’t even say hi to you.
Right? So recently it was my birthday, a couple of weeks ago, and I all of a sudden got a text message. And it was from Russell Brunson saying, I heard it was someone’s birthday. I was like, wow, that’s cool. And I watched the video and of course, my name’s not said in the video.
which would’ve been even cooler by the way. But Russell, I, he’s very busy, but he still found a way to know it was my birthday and sent out this video that, of course he mass sends out to everyone. But how cool is that for me to get in my phone? A direct message from Russell, not sent to everybody else just sent to me.
and it’s for my birthday. That is connection. Now, obviously, he’s got tons of followers and leads and sales and customers, but you had somebody that didn’t have that huge following, you could have sent a personalized birthday video if you wanted to. another way to connect with people is through, let’s say you get a new Instagram follower.
Jessica Walman: I’ve seen a lot of my clients do this. I started doing this. Let’s see. You’ve get a new Instagram follower, have a quick video saying hi. Now you could do again, a general video like Russell did, or you could do a more personalized one. If you’ve got the time and you know exactly what you’re gonna say and it’s gonna take you 20 seconds to say it, do it.
Because how powerful is that? You say, Hey, thanks so much for following me. I’m so excited that you’re in my world and I’m hoping that I can help support you. Feel free to ever reach out to me via dm if you have any specific questions. You can also go to XYZ resource to grab any insights on X, Y, Z. So now you’re sending them somewhere.
and if you say their name at the beginning of it, then they know it was a personal video from you directly, and it wasn’t some, you know, masked video. How cool is that? It creates a connection, right? responding to all your direct messages, whether it’s a live message from you or prerecorded again, Really like a real life message from you is so powerful.
Jessica Walman: But being able to respond to dms, sooner the better, right? Within a few hours. definitely no later than 24 hours, but being able to connect with people that way so they know that you’re a real person. I respond to almost all of my dms and sometimes I get a lot and sometimes it might take me a little longer than I want to.
And sometimes I’m pretty quick about it. It just depends on my day and how many people have messaged me. I just think it’s a really powerful way to connect with people and to, say hi. They took the time to message you, to message me. I take the time back to say hi, but connection is gonna be really big, I think.
we’re seeing, we’ve tested and we’ve seen, results for some of our clients with Messenger campaigns. Being able to get in a conversation with somebody. We have students that do Messenger campaigns and it’s direct messenger. They get in a conversation with people and then they end up bringing them into their sales vehicle, whether that’s a VSL or whatever it might be, then gets them on a phone call.
with their setter, and then they go and, move on to the process. but they start the conversation first. They start with a conversation in connection. So if you’re not connecting with your audience, you need to start connecting with your audience. that’s the only way really,you’re going to move people faster, right?
Video is huge, and I talk about that in other episodes, but connecting with them is that whole other level, and that just creates. I’m gonna sound redundant. My connection creates relationship between you and this person that you don’t know, they’ll be more likely to follow and listen to you at that point.
Jessica Walman: So, connection. Connection to connection for 2023, right? The The next one is what we call audience building and nurture. So building an audience and nurturing that audience so it’s not just a wham bam, I’m gonna put out a webinar and that’s it. And if they buy, great, and if they don’t, they’re. , I’m not even gonna worry about them.
Like, ah, my email game is weak and I don’t do any retargeting in ads and they didn’t buy it from me. I’ll just find new people, which is what a lot of people do. I’ll find another group of new leads, new coal people into my webinar. To hopefully convert, but what is that doing that’s wasting all the efforts you put up front with the initial audience?
So this is a long-term game audience building nurture. It’s not this really fast thing, but like I just said, roughly only like 1% are gonna be ready to buy from you. So what happens to the other 99%? You gotta nurture them. Build that relationship and when they are ready to buy, they will have already associated you as the authority, an expert in the subject matter they need support in.
therefore, if you present your offer to them, a good portion of them will eventually buy, whether that’s one month, six months, a year, or two years later. That’s the point. That’s the long term game you need to think about. Okay. Yes. Think about the upfront game. Always think about the upfront game.
Jessica Walman: Always think about immediate cash flow when you need it. That is like people who say, oh, if you’re thinking about that, you’re wrong. No, think about that. Everyone needs cash flow. Everyone wants the initial sale, but you need for that long-term game. If you don’t wanna be left in the dirt here, I’m telling you, you have to building an audience and you build an audience through video, you nurture through video.
Video is powerful. I say this over and over again. Video is powerful. Build an audience through video, nurture them through video. So if they don’t buy what you have, you’re nurturing them later on so that they will be ready. And in my nurture content in my videos, which I have in another episode, which is my six step video, format, you have call to actions in there to bring them to that next step.
in your world, in your ladder, making sure you’re building an audience and nurturing through very specific video content so that they will buy from you at some point. So audience building and nurture, and I’ll have a whole nother, I do have episodes on that and I’ll create some more as well. So if you don’t know much about it, I have episodes on actually how audience building and nurture, how that even works and what kind of videos you do and et cetera.
Okay? next is people are sick, and not really wanting the DIY anymore. Right? People understand,so just what we’re seeing has become increasingly desired by prospects is they’re more done for you or done with you approach. That is what people are looking for. It used to be that anyone could just slap up a DIY course, right?
Jessica Walman: Sell it for 9 97, bam, done And I’m not saying that those aren’t converting because they are, I personally know people selling DIY courses very successfully. But I have also seen it become increasingly difficult for others to do this when it used to be way easier, And when I say easy, like nothing is ever easy, but easy relative to what it is now.
Way easier. Okay. Nowadays, people are craving a more done for your approach. They are understanding more and more that the fastest path to cash is to, one, find someone who already does it, and then two, get some or all of it done for them by the. Because that’s fast it’s done correctly, and that’s the fastest path to cash, So that’s why you’re seeing more and more done with you and done for you offers pop up. If you haven’t seen that in your newsfeed, take a look. Scroll through Instagram and Facebook. Do that over the next couple of days, and you’re gonna start seeing more done with you and done for you offers. Now, whether it’s the main offer that they offer or it’s like an initial offer to get them in the door,like a slow funnel, like done for you, add templates or done for you, add creative.
Week, week, something that I offer, and I’ll put it in the show notes if you want it. but those are also small, done for you to get them in the gate. So whether, again, it’s the main offer or it’s just even to get them in the gate or it’s part of your offer. . It is becoming increasingly important to do that.
Okay? Now, you may be thinking, there is no way I am not doing a done for you service, and I totally get it. I run an agency. I know firsthand the work that goes into a completely done for you service. But what if you could add in a small done for you aspect, right? You could create a custom yoga.
Just for them, Or done with you offer where they’re gonna get some live coaching calls from you so you can walk them through the process and answer their questions along the way provide maybeaudits of your copy. new creatives for your offer. You still run the ads, but we’ll give you the creatives now that’s a done with you, we’re doing part of it with you, Giving some type of done with you done for you. It’s a huge value. , Going from, even if it’s just one call a week you wanna add or one little thing that you wanna add, you may think, oh, that’s not gonna make a difference. If it’s done for you a done with you, it’s going to be a huge value add.
Okay? So I highly encourage you to think through how you can add a done for you, a done with you aspect to your offer, or create a completely new offer utilizing one of these two aspects.. Okay?
Jessica Walman: So next are guarantees. a guarantee is saying, if you do this, I will guarantee you this outcome. Now it’s different from saying, my program does this. Like my result is this, if you join my ad program, you’re gonna have converting ads. Like, that’s kind of like the outcome, the results.
Sure. But is there a guarantee behind it? Are you saying, I will guarantee you this result or your money back, or this, to make somebody feel safe, going into this offer now, let’s. People have been let down left and right from guru, selling them into offers that they just cannot deliver, making them promises they cannot deliver.
It has definitely put a bad light on the digital marketing space, especially the coaching and course creator space, which is making it harder for people to trust. So yes, I acknowledge that, but on the flip side, when you are seeing every other person put a guarantee on their offer and you aren’t, so if you are looking at your competitor and they.
Jessica Walman: Here’s my outcome, but I guarantee this specific outcome or your money back, and then you have your offer, which is the exact same offer without a guarantee. What do you think yourprospects are going to do? Who do you think they’re going to buy from now? , obviously there’s more play here, right?
But I’m saying if everything were the same, if everything were the same, which obviously isn’t always like that, but if everything were the same, the guarantee stands out, right? Obviously they like you better than that person and they like your personality more and blah, blah, blah, They’re gonna buy from you most likely, but guarantee just pushes it over the edge.
I don’t know about you, but I have been seeing ad over ad after. Of guarantees on my newsfeed. I just, the other day I was telling on my team, I saw like 15 ads in a day, less than a day. It was like four hours or something. just kept going into Facebook and I was getting fed all of these different ads from quote unquote ad experts with their offers saying, Hey, you get results, we’ll get your results, or you don’t pay, we’ll get you results, or you don’t pay, we’ll get you results, or you don’t pay.
Literally every ad was saying that. and I swear like some kind of certification program must have just let out. And everyone was free to start putting up their ads cuz it was like the same thing. And which for me, I’m like, oh man, I kind of like, ugh. Like they’re all doing that, right?
I don’t wanna do that exact same thing. I don’t really like that anyways. I didn’t really have a guarantee before because as we all know, There’s variables in everything. So guarantees can sound tricky because someone doesn’t put on the work or their offer isn’t great, or whatever it might be, then, doesn’t matter how much work they do, or it doesn’t matter what they do, right? It may not work for them, but youthat has made me reevaluate like, okay, you know what? I do need to have some type of guarantee, but this is gonna go for you as well. When you put your guarantee in place, it needs to be out of integrity it needs to be something that majority the people that come to you can do.
if they do the work, for instance, if I’m gonna have a guarantee where, I can cut your lead cost or acquisition cost in half. But guess what? When we get on the phone, I need to your business and your offer and your follow up system. And I need to evaluate that too.
Make sure you actually will work with this offer, I can’t say I can do this. And someone comes in and they’ve never sold their offer before. They’ve sold it,only organically. They have no system in place and they’ve only sold. , 40 of them and whatever it might be like, I have to make sure that they fit and they qualify for it.
So if you don’t have a guarantee right now, that’s okay. And if you don’t want one, you don’t have to have one. All I’m saying is you should ponder the idea of a guarantee because it will put you in line or above what your competitor’s doing. Because right now, that is what the market is saying. The market is saying you need to have a.
that could shift. But that is what we’ve been seeing and that’s what we’re seeing happening massively right now. So having that is gonna put you above the edge. Now here’s the thing. It doesn’t have to be mind blowing. You might be thinking, I don’t know what kind of guarantee to do. It doesn’t have to be mind blowing, it just needs to be enticing enough to gain interest from someone to buy.
you know, if you’re a business coach, it’s not like you have to have, I’ll get you a six,figure business if you complete my course or your money back. that’s huge, right? But it could. I’ll get you your first client, in the first 60 days or maybe, first client in the first 30 days, whatever it might be.
Jessica Walman: And,if they follow your process and do the work, they can get that. So just make sure when you do a guarantee though, you’ve got kind of a contract and legal binding stuff behind it to keep yourself safe. And I’m not the guru in that, so look that up yourself. But make sure you keep yourself safe.
But definitely guarantees is going to be a huge one for 2023. Next is your offer optimization. So offer optimization if what you were selling before, which we were seeing a lot in 2022, right? People went in 2022 and 2022 was rough for a lot of people. I know. It was rough for me as well. Rough for a lot of our clients.
a lot of what people had sold for 2, 3, 4 years before just no longer were converting like they used to. But that doesn’t necessarily mean that the offer no longer works. Okay? It could be one of two things. One, the market has shifted and your audience expects more. As I already mentioned, I’ve seen more done for you and done with you becoming more increasingly desired.
Therefore, you may need to add one of these to your offer, a done for you or done with you, not change your offer. Keep the core of what your offer is. , but add an element or two to it, okay. Or number two, it’s that your offer, messaging and position may need to be adjusted. Maybe the way you communicate your offer before no longer converts based on the economy trends, what the market is currently demanding.
That means you may need to adjust the way you present your offer, present it in a new light. For example, let’s say you have a fitness app and you wanna gain more subscribers, you could continue presenting your offer. An app, I help you lose weight and keep it off through my fitness app. Great. That’s what you offer.
Or you could adjust your offer some. And this is really based on a client of mine that I had. We adjusted it, it. So now you might present it like this. , we the way we present, the outcome and who we’re talking to. So now we say, I help you eat what you want without counting calories, lose weight and keep it off through my XYZ program.
Jessica Walman: Now, it’s a program where you get weekly life trainings, daily workouts, giveaways, and support from a community of like-minded women all going after the same thing, becoming more healthy and strong. Do you wanna know what the major differences were? Because the outcome is still the same. They’re getting app subscribers and that’s what they want.
but the difference is, one, the messaging is way more in depth and unique, less vague, right? And number two, the value is increased by, all they really did was add technically a Facebook group that all the app subscribers get added to, and the coach going live one time per week in there with a short 10 to 15 minute training.
That is it. Now you can see, we positioned it by saying, weekly life trainings that’s going into a Facebook group. , which is the support from a community that’s the Facebook group, and all she has to do now is go in there 10 to 15 minutes every week and do live the daily workouts and giveaways.
That was the app? That was already in the app, But we just brought it out. we added the value became 10 times more just by adding a little more value and repositioning it. That is the power of repositioning your offer. Okay, so the offer optimization piece is super important. It’s twofold. You either have to reposition your offer or add to it, right? Because see, our audience nowadays, they expect more. You have to add to it. So optimizing your offer is probably one of the quickest ways get your offer working. Again, if it’s no longer converting. Okay. Hey guys, that’s it. Like 2023. It’s all about the connect. Building and nurturing your audience, adding in some done with you or done for you elements.
Having some type of guarantee, knowing a, out of integrity, what you can actually get for your people, for your prospects, for your clients, then your offer optimization, right? Adding in more to your offer. more of that done for you, done with you or repositioning your offer like in an example I gave, she did add more.
It just wasn’t tons more, but it sounded so much better. Like they got with so much more, even though it didn’t take much more of her time. And she’s able to get more apt now because just of that repositioning. So guys, 2023, implement those.I’m gonna do some more podcast episodes. I, we already have some around audience building and nurture.
I’ll do some more around. done with you and done for you offers. I think that is becoming increasingly powerful,and more on offer optimization altogether. but hopefully this was helpful. this is what I’m working on. if you were to ask me what am I doing in 2023 for my own business, this is what I’m gonna be focusing on.
This is what I’m gonna tell my, clients and students to focus on. Focus on these and it should help you to see better results in 2023. And hoping here’s to you having an amazing 2023, amazing q1. you guys DM me with any questions you always have.
You’re always welcome to DM me with any questions you have, and I will see you in the next. Bye.