Knowing the digital marketing trends for 2023 is crucial (you can find our insights on that too!). However, for small businesses, some trends reveal the future of mainstream marketing rather than its present state. Looking at you, NFTs.

NFTs While incorporating future preparations and early adoption into your plan is wise, understanding what yields immediate results is paramount. We’re talking results this year. Results this month. Heck, even results this week. That’s the driving force behind this guide showcasing the 19 best marketing strategies for 2023. Grounded in present realities, these strategies are designed to deliver immediate results for any business.

Top 19 Marketing Strategies for 2023

Here’s a quick navigation: Explore by category:

• PPC
• SEO
• Social Media
• Email Marketing
• Content Marketing

Jump to a specific strategy:

Leading Paid Advertising Strategies for 2022

Unsurprisingly, these paid media strategies revolve around privacy. However, don’t overlook proven tactics like a robust account structure and a cross-channel strategy (going beyond just multi-channel).

1. Leverage Facebook Lead Ads for Zero-Party Data Collection

Third-party cookies, nearing their end, empower ad platforms to weave data points into audience insights or custom audiences. These insights span hobbies, professions, income, relationship status, and even thoughts (just kidding… or am I?). If this sounds eerily similar to Facebook ad targeting, you’re spot on.

This information is readily shared by users in their profiles and activity. This is where Facebook lead ads come in. Forms within these ads can auto-populate using user profiles, increasing the likelihood of data sharing. This user-provided information is called zero-party data—the gold standard of data purity.

The demise of third-party cookies will expose the gaps in your audience understanding when it’s too late.

Begin [gathering first [and zero]-party data] now. Here’s how to leverage Facebook lead ads effectively in 2022:

• Explore these Facebook lead ad examples to familiarize yourself.
• Craft custom questions to qualify leads effectively. Options include short answer, multiple choice, conditional questions, store locators, and appointment scheduling.
• Implement our tips for high-converting Facebook lead ads. Our Free Facebook Ads Performance Grader can help you uncover and address missed opportunities.

2. Build Targeted Facebook Page Audiences

Here’s another strategy often overlooked. Custom audiences in Facebook Ads allow you to target based on user interaction with your sources (website, customer list, app activity, offline activity) post-ad click or with Facebook sources (videos, lead forms, Facebook Page, etc.). Historically, “Your Sources” has reigned supreme. However, with the declining influence of the Facebook pixel and website data accuracy, “Facebook Sources” are emerging as the privacy-conscious champions.

Remember, iOS users can opt out of off-app Facebook tracking, resulting in incomplete Ads Manager data. Such data can be more detrimental than no data if it misguides your strategies.

Incomplete data can lead you astray, making it worse than having no data at all.

This year, shifting to Facebook’s sources for advertising is your best bet.

You can even retarget users who completed your lead forms. The Facebook Page activity option is particularly powerful. It allows you to treat Page visitors like website visitors, tailoring ads based on their actions:

• Likes, follows, or engagement with your Page
• Engagement with posts or ads
• CTA button clicks
• Messages sent to you
• Saving your Page or posts To get started, dive into strategy #3 in this post on underutilized Facebook ad strategies for a competitive advantage and then start driving traffic to your Facebook Page.

3. Prepare for Expanded Text Ads’ Grand Finale

Mark your calendars: June 30, 2022, is the ETD for ETAs Post this date, editing or creating new expanded text ads (ETAs) will be impossible. Responsive search ads (RSAs) will be the sole standard search ad format. We delve into the details here. This does not mean you should abandon ETA creation now and wait for RSAs in June. What it does mean is you should prioritize the following:

• Test and create ETAs you want to run beyond June 30 (they’ll remain active, but only for pausing or running).
• Utilize the granular reporting ETAs offer while you can.
• Start running RSAs to establish new benchmarks.
• Master the art of strategic pinning

To create ETAs, initiate a new responsive search ad and select “Use expanded text ads instead.” Don’t be a spectator! Prepare for the sunsetting of ETAs now to ensure a smooth transition. Our guide on preparing for the ETA sunset is here.

4. Embrace Performance Max Campaigns

Performance Max campaigns leaped from beta to widespread availability in late 2021. They offer the automation of Smart campaigns, the dynamism of responsive ads, and the multi-placement targeting of social ads – all rolled into one. Familiarizing yourself with Performance Max in 2023 is crucial because Smart Shopping and Local campaigns will be integrated into it this year. This aligns with the inevitable rise of automation in Google Ads. Performance Max requires you to provide a single set of assets (images, videos, logos, headlines, etc.), which Google then combines and displays as ads across its network: Search (including Shopping and Local), Display, Discover, Maps, Gmail, and YouTube.

To begin, utilize Google’s Performance Max campaign guide (featured in our list of top Google Ads training resources for all levels). Identify and rectify Google Ads errors with our free Google Ads Grader.

5. Enhance Conversion Tracking with Google Ads Enhanced Conversions

While Google works on FLoC, we have enhanced conversions in Google Ads. This feature replicates the cross-device conversion tracking of third-party cookies without relying on them. How? It leverages your first-party data of website visitors (email addresses, phone numbers) by sending it to Google (hashed for privacy). Google then matches this data with its first-party data (which is cross-device) for those users. This hashed, aggregated, and anonymized data is then shared back with you. You gain insights into your ad clickers’ behavior (at least their logged-in Google activity) before and after interacting with your ads.

Enhanced conversions can be set up manually via Tag Manager, sitewide tagging, or through the API. Google provides instructions here.

Top SEO Strategies for 2023

A quick reminder: Creating valuable, E-A-T-focused, fresh, and audience-centric content remains the cornerstone of SEO success. Always.

6. MUMify Your Content

May 2021 saw the introduction of Google introduced us to MUM—the Multitask Unified Model. This search technology aims to streamline the user search journey. Instead of multiple searches, like:

• “How to prepare to hike mount fuji,” followed by
• “Mount adams vs mount fuji hiking,” and then
• “Weather in mt fuji in the fall” …users can now pose questions to Google conversationally. For example, “I’ve climbed Mt. Adams and want to hike Mt. Fuji next fall. What preparations should I make?” Google will then craft a comprehensive answer, potentially drawing from various sources and media formats. Moreover, MUM’s proficiency in 75 languages means it can connect searchers with the best answer even if it’s in, say, Russian.

Mind-blowing, right? But don’t expect this to fully materialize in 2023. Why include it then? Because preparing for MUM aligns with the SEO best practices we’ve been emphasizing for years. Consider this a fresh perspective on those familiar recommendations:

• Create in-depth content targeting long-tail question keywords. No need to target complex questions directly. These keyword research tools can help

  

• Structure your content effectively. Organize your H2s and H3s logically to aid Google’s result surfacing (more on this later).

• Diversify your content formats. MUM can source answers from text, images, videos, and more. Creating diverse media for evergreen topics now helps build traffic and authority.

• Utilize structured data. Schema markup clarifies the information and its types for Google.

• Optimize for [ cringe cringe cringe] voice search. Yes, it’s been a recurring theme in marketing trend lists. But it’s crucial. No one’s typing that lengthy Mt. Fuji question. They’re speaking it. So, voice search optimization is non-negotiable.

7. Embrace Video Schema

Speaking of schema…Google introduced two new video schema markup types in 2021: Click markup and Seek markup. Click markup allows you to define timestamps in your videos, which are then reflected in Google Search results. You’ve likely encountered Clip markup when Googling “how to” queries and finding laser-focused video results like the one below:

We know YouTube is a social media giant. We know video is king. And we know schema sits well with MUM. Therefore, video schema is a must-have in your 2023 SEO arsenal. No excuses. (Our YouTube SEO tips might come in handy too.)

8. Optimize for Passage Ranking (Kind Of)

This gem comes from Brian Deans’ Guide to SEO in 2023 and here’s a heads-up: it’s another fancy 2023 spin on a long-standing SEO principle. The passage ranking update empowers Google to assess the relevance of not just entire pages but also specific content sections within them. So all the usual Google ranking factors still apply, but your pages now have even more opportunities to grace the coveted (and technologically advanced) first page of Google. How to optimize for passage ranking? Leverage H2s and H3s to divide your content into clear-cut sections. Each H2 should address a distinct subtopic (which happens naturally if your H2s are variations of your target keyword).

Illustration inspired by Brian’s. For example, my guide on How to Get on the First Page of Google has multiple sections marked by H2s (not all shown in the illustration).

1. Why is the first page of Google important?
2. Benefits of securing a first-page Google ranking.
3. Leveraging your website for first-page Google dominance.
4. Using business listings to conquer the first page of Google.
5. Getting on the first page of Google [recap]. Instead of a single H2 with 10 H3s, I have five H2s with 10 H3s. This not only provides multiple keyword placements in H2s but also: 1) enhances content digestibility and 2) creates those distinct sections Brian recommends. If you’re well-versed in SEO basics, this should be familiar territory. However, an SEO audit can uncover opportunities to apply this elsewhere.

MUM and passage ranking simply reframe familiar SEO wisdom with a modern twist.

9. Technical SEO (The Easy Way)

Content might be king in SEO, but technical SEO deserves attention, especially with the page experience update, mobile-first indexing from 2021, and the tools at our disposal. For the uninitiated, Core Web Vitals, a new set of ranking factors, were introduced last year with the page experience update. Core Web Vitals Explained:

• LCP (Largest Contentful Paint) = Time taken for the main content element on a page to load.
• FID (First Input Delay) = Time taken for your site to register a user’s first interaction (tap or click).
• CLS (Cumulative Layout Shift) = Page stability (unexpected movements like shifting elements during pinch/zoom/scroll, intrusive popups, etc.). Google Search Console is your go-to tool for monitoring Core Web Vitals. While improving some aspects might require a developer, here’s… A DIY technical SEO checklist for 2023:
• Compress images using free tools like Tinypng.com (my personal favorite).
• Resize images to prevent exceeding your site’s maximum column width.
• Implement comment moderation on your blog to combat spammy links. The free LOCALiQ website grader can also be instrumental in uncovering technical and content SEO improvement areas.

Get your own SEO report (social and ads too!) with the free LOCALiQ website grader.

Top Social Media Marketing Strategies for 2023

We have one very specific social media strategy (especially for e-commerce) bookended by two broad ones. These should be at the top of your priority list this year. For a comprehensive list, check out 2023 social media marketing trends here.

10. Social Local SEO

Social media’s massive audiences are more than just consumers. They’re also content creators, contributing to the ever-growing sea of content your posts need to cut through. Organic reach, as a result, keeps drifting further out of reach. Besides social media advertising, a local approach is key to standing out on platforms like Facebook, LinkedIn, Snapchat, etc., reaching those who matter most. We have a dedicated course on local social media marketing but here are some quick tips:

• Treat your profiles like listings (especially Facebook, a major online business directory).
• Add your business to Facebook Places for easy location tagging in posts.
• Use location-based hashtags on Instagram and Twitter.
• Share local news articles on Facebook.
• Share industry insights from influencers in your area on LinkedIn.

Facebook rivals Google as a leading local business directory.

11. Embrace Shoppable Live Streams

This is one of those 2023 digital marketing trends that might seem distant, but it’s not. Live streamed content is on the rise and generates 27% more watch time per viewing than on-demand videos. Instagram, known for revolutionizing online shopping with shoppable posts, Stories, and Reels, launched shoppable Lives in September, making this strategy more accessible than ever. Creating an Instagram Live Shopping session is simple:

1. Set up a Facebook or Instagram shop and enable Instagram checkout.
2. Ensure products are in your catalog three days before going live.
3. Go to “Your Story,” select “Live,” and find the shopping bag icon.
4. Add products from your catalog.
5. When ready, go live and use the same icon to pin items to your video.
6. Save your live video for continued shopping even after the stream ends.

You can also watch Instagram’s video tutorial here. This functionality is under development on Facebook and already available on YouTube Live. And it’s not just for big players. See #4 in our best of small business marketing roundup.

12. No, Not TikTok (Yet)

Here’s the thing about TikTok. It’s a social media behemoth. However, as a marketing platform, it’s not quite there. YET. TikTok won’t conform to social media marketing.. Social media marketing will conform to TikTok. Instagram’s announcement last summer of shifting focus to “full-screen, immersive, entertaining, mobile-first video” content underscores this point. It’s Instagram’s way of TikTokifying itself. This doesn’t necessarily mean you should jump on the TikTok marketing bandwagon (unless your audience consists of entertainment-hungry, rhythmically-gifted teens). What it does mean is the need for a TikTok-inspired content strategy. And what does that entail? Here’s a hint:

Entertainment. Create short, engaging content. Think:

• Short clips. Instagram Reels (18 Reels ideas here) and YouTube Shorts (learn about them here).
• Humor. Embrace humor. Share bloopers or center your posts around fun themes. (Tons of creative social media holidays here.)
• Quality. Entertainment and value aren’t mutually exclusive. Be practical, educational, and on-brand.

You don’t have to market on TikTok (unless it aligns with your audience), but a TikTok-inspired content strategy is a must.

Top Email Marketing Strategies for 2023

While SEO and PPC navigated choppy waters last year, email marketing sailed smoothly…until Apple dropped the MPP bombshell in Q4…

13. Moving Beyond Open Rates

MPP, or Mail Privacy Protection, rolled out with Apple iOS 15. It allows iOS users to block accurate open data collection (if, when, where, or how many times your marketing emails are opened). Apple’s proxy server opens emails, triggering tracking pixels to download there instead of the user’s device. Users then open a cached version, if they choose to open it at all. Email tracking can’t differentiate between proxied and non-proxied opens, resulting in inflated open rates and unreliable open data (location, time, open frequency, etc.). We’ve shared iOS 15-friendly email marketing strategies, but here are the key takeaways:

• A/B test elements within the email body, not subject lines.
• If testing subject lines, determine winners based on click-through rates or purchases, not open rates.
• Revamp open-data-dependent email flows or dynamic content campaigns, using alternative triggers.

Mail Privacy Protection’s proxied opens can falsely indicate email opens. Not ideal.

14. Implementing Email Preference Centers

While open data isn’t everything, it still reveals valuable audience insights – location, content preferences, email reading times, desired email frequency, etc. But there’s a workaround. Instead of inferring, ask your audience directly. Upon email signup, implement a preference center to gather this information firsthand. You can even incorporate it into your unsubscribe flow.

15. Incorporating Plain Text Emails

Plain text isn’t making a retro comeback (unlike the early 2000s in our 2023 landing page trends). While branded, HTML emails are still relevant, sending a plain text version alongside is recommended. Why?

• The rise of plain-text-dependent devices like smartwatches, voice assistants, and screen readers.
• Spam filters love seeing that plain text version.
• Some people genuinely prefer it: simplicity, faster loading, and clear visibility of all links. Most email automation platforms offer plain text generation, but optimization is key. Here are some tips and a visual example from Litmus::
• Use all caps or symbols to delineate sections.
• Avoid unnecessary line breaks to keep text narrow, ensuring it resizes to any screen size.
• Do use line breaks to separate sections with whitespace.
• Use hyphens for bullet points.
• Minimize link usage.

Best Content Marketing Strategies for 2023

The gist? Envision yourself as a trendy content restaurant. Create an abundance of content—visually appealing, easily digestible, fluff-free, informative, and adaptable to various preferences and needs. Here are three ways to achieve this.

16. Meaningful, Multimedia, Meta (Not the Metaverse)

We know breaking up text with images is crucial, but there’s an art to it.

Your images should be so impactful that even if they’re all the reader consumes, they still gain value.

• Meaningful images: Ditch the generic stock photos and graphics. Your images should provide standalone value. Illustrate concepts, visualize data, show real-life examples, or (my favorite) incorporate meme analogies (super cool tool to create memes here).

  An image depicting the surrounding text on this page, of an image depicting the surrounding text of a page.

• A multimedia approach: Go beyond images. Integrate videos (maybe those short clips from strategy #12?), podcasts, and more (we’ll delve deeper soon). This caters to diverse preferences on different platforms and aligns with MUM’s ability to surface information across media formats, building SEO value for the future.

• Meta: Metaverse, with your augmented and virtual reality, take a backseat. We’re talking good old SEO metadata here. Use meta tags and schema markup to clearly communicate your content and its format to Google, boosting SEO and MUM-friendliness.

17. Creating Accessible and Inclusive Content

Another reason to prioritize metadata? Accessibility. Screen readers rely on title tags, H1s, H2s, and image alt text to make web content understandable for visually impaired users. Accessibility tips:

• For visual impairment: Use meta tags (as mentioned), ensure proper color contrast, and choose appropriate font sizes.
• For cognitive or reading impairments: Use images to convey information.
• For hearing impairments: Include transcripts or key takeaways for podcasts and videos.

Accessibility is one facet of inclusivity. Ensure your visuals, examples, and hypotheticals represent diverse races and abilities.

18. Leveraging Canva

Multimedia content not only aligns with MUM but also keeps you competitive. Content creation is becoming increasingly accessible, and your audience’s expectations are rising accordingly. Firstly, neither I nor nexus-security are affiliated with Canva. However, I’m yet to find a free tool as powerful (let me know in the comments if you have!). Hence, this specific strategy recommendation. Canva is perfect for:

• Marketers lacking design experience.
• Small businesses without dedicated designers.
• Large companies wishing to clone their designers (like us!). From email signatures and branded graphics to Facebook ads and Stories templates, Canva does it all. Most importantly, it allows you to annotate images with arrows, labels, and boxes, creating those impactful visuals we discussed. RELATED: How to Use Canva in 7 Simple Steps

High-quality visual content is now the norm. It’s the mediocre visuals that stand out, and not in a good way.

19. Conversational Copywriting

This final marketing strategy is best illustrated with an image:

Click to enlarge And here’s the text version for SEO and accessibility: Formal Tone Avoid overly formal writing in 2023. This includes consistently using proper grammar, maintaining uniform sentence lengths, being repetitive, using complex or uninteresting vocabulary, and adopting an excessively serious tone. However, learning to write conversationally is achievable. It might involve deviating from traditional grammar rules, but it will resonate with your target audience. Here are some conversational writing tips. Conversational Tone Want to put off your readers in 2023? Use stiff, corporate jargon or write like a robot. Avoid contractions, stick to proper grammar religiously (unlearn those rules!), use overly complex or dull words, and take yourself too seriously. But don’t worry, mastering this is easy. Here are some tips to make your readers smile and hit that subscribe button:

• Embrace contractions.
• Ask questions.
• Vary your sentence lengths.
• Don’t shy away from inventing words (within reason!).
• Use interesting (not necessarily fancy) words.
• Add side comments in parentheses.
• Write incomplete sentences occasionally.
• Start sentences with “and” and “but.”
• Play with alliteration, rhyming, puns, and more.
• Use emojis judiciously. We have more tips on writing like a human here.

The Ultimate Marketing Toolkit for 2023

This is not a list of trends to simply monitor. These are the realities of today’s marketing landscape, and we’re showing you how to leverage them. Don’t just “consider” these strategies – embrace them with the urgency your business demands. Because falling behind is not an option. Let’s recap: The most effective marketing strategies for 2023:

1. Facebook lead ads.
2. Facebook Page retargeting.
3. Preparing for the end of ETAs.
4. Performance Max campaigns.
5. MUM-optimized content.
6. Video schema markup.
7. Optimizing for passage ranking.
8. Technical SEO basics.
9. Social media for local reach.
10. Instagram Live Shopping.
11. Creating entertaining content.
12. Facebook Page promotion.
13. Adapting to the decline of open rates.
14. Email preference centers.
15. Plain text emails.
16. Meaningful multimedia content.
17. Accessible and inclusive content.
18. Canva for high-quality visuals.
19. Conversational copywriting.

Best Marketing Strategies Throughout the Years

Want to explore past or future strategies? Here’s our archive:

• Top Marketing Strategies for 2019
• Top Marketing Strategies for 2020
• Best Marketing Strategies for 2021
• Best Marketing Strategies for Results in 2022
• Best Marketing Strategies for Success in 2023