1. Content is still king but video is the new queen.
We've all known that helpful and entertaining content has been king for the last 20 years. The difference has always been how that content got delivered. Websites had SEO-enriched blogs. Instagram had photos and designed graphics. YouTube had videos and Facebook had angry people.
In the spring of 2020, TikTok started to change everything.
The app has gained massive popularity over the last three years with some surveys even showing that users spend twice as much time on TikTok vs. Instagram. Video has officially become the way that content will be delivered in 2023. Facebook and Instagram have added Reels and YouTube has added Shorts.
The Instagram CEO was so freaked out that he announced a complete change of the Instagram feed. The fact that he chickened out so quickly is a different conversation. I'm assuming you have a content plan. The question is do you have a plan for turning it into video on a consistent basis?
2. Create a consistent online presence.
Do you have a consistent online presence? Does your website look like it was designed in '03 or '23? Do you post on social media once every other month? Do those images and designed posts match your current branding? Speaking of branding . . . is it up to date?
A lot of businesses start scrappy and that's great! In the beginning, avoiding unnecessary cash flow expenditures is essential for long-term success. The problems start to bubble up when these scrappy techniques extend longer than they should.
If your business has product-market fit, consistent year-over-year growth, and a clear view of who their customer is then it's time for an update. Once that's done look to your website, social profiles, and online review sites. New customers will do their research on all three of these platforms before they engage with you. How many calls are you not even getting because you're losing them in one of these three areas?
3. Teamwork makes the dream work.
Do you have the right team in place to execute your marketing plans this year? When do you put that team in place? Do you have someone you work with all the time? Do you reach out to your LinkedIn network every time you need a freelancer or do you dare to venture into the world of Fiverr and Upwork?
In his book "Good to Great" Jim Collins talks about the executives who ignited the transformations from good to great and did not first figure out where to drive the bus and then get people to take it there. No, they first got the right people on the bus (and the wrong people off the bus) and then figured out where to drive it. They said, in essence, “Look, I don’t really know where we should take this bus. But I know this much: If we get the right people on the bus, the right people in the right seats, and the wrong people off the bus, then we’ll figure out how to take it someplace great.”
Obviously, we'd love to be the marketing team on your bus!
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