2023 Digital Marketing Contemplations

Off

For the “Digital First” Marketing Professionals

After a years-long devastating health crisis that led to 2.5 million unable to work and left 600,000 establishments permanently closed in the USA, business has been uncertain to say the least. Added looming fears of a recession, layoffs at large organizations, there seems to be little to be excited about for employees and employers. 

At HBT Digital Consulting, we’re forward-thinking and believe that there is unprecedented opportunity for businesses to succeed during this upcoming year. In order to thrive in 2023, we need to place an emphasis on our businesses, not only for our livelihood, but for the staff that supports us, their families, and our own.

We must flourish!

As an in-demand digital marketing agency, we see new marketing channels making a push for relevance, old standards delivering quality leads, and extremely important things that should always be top-of-mind (i.e. offers and lead magnets). Check out our digital marketing lead generation contemplations as we head into 2023. 

2023 Digital Marketing Contemplations - HBT Digital

Spotify is Great for Broad Awareness

Spotify has three ad formats, audio, horizontal video, and vertical video. Target by interests (i.e. comedy, travel, gaming), behaviors, or real-time contexts (i.e. workout or chill). You can even target by music genre. One drawback, you can’t select a specific podcast to advertise on. Also, if your audience is super niche,  skip this channel.

Hulu Catches You on the Couch

Want to reach 92 million ad-supported viewers while they’re sitting on the couch, unable to fast-forward through an ad? Hulu is for you! Target by location, interest, program genre, and more. It’s worth a test, and you can get started with a $500 minimum ad budget!

Pinterest Has Excellent Keyword Targeting

Did you know 445 million people use Pinterest every month? The audience is 60% women, 45% have household incomes over $100k, and there has been an increase of 35% of “pinners” year over year. Their targeting is stellar – target by interests, specific keywords, or “actalike” – those that are similar to existing audiences. 

Google Search Ads Still Dominate

Google Ads has a click-through rate of nearly 2% across all industries – it’s very effective at bringing “hot” traffic to your website. Think buying keywords is expensive? Check out “Keyword Planner” and choose keywords that have low competition and cheaper bids. Google drives over 85% of all internet searches. Trust us, you need to be advertising on this marketing channel!

People Buy From YouTube Ads

From Bumper to In-Stream Ads, advertise on specific YouTube channels, on your favorite videos, topics, or custom audiences. Did you know 43% of customers buy something they’ve seen on a YouTube ad?

It’s Not All Grandmas and Babies on Facebook

According to Hootsuite, Facebook is the second most popular channel for online brand research. 78% of U.S. consumers have made purchases through discoveries on Facebook. While Google Search ads are for “high intent,” users on Facebook are passive; still, if your “interest” targeting is set correctly, and you have a great offer, you should be able to get conversions relatively easily. 

Don’t Discount Twitter Ads

Elon is either the gutsiest businessman in the world, or the most polarizing figure in business today. Maybe both? However, Twitter is third for market share of users in the U.S. Twitter Ads campaigns are objective based, meaning they are optimized towards the objective you select, and you are only billed for actions aligned with that goal. While people are complaining about the platform, the average cost per ad decreased 67% year over year. This smells like an opportunity to us!

It’s All About the Offer

What pain point do you solve? What can you do to intrigue and move your targeted audience to action? The offer can set you apart from your competition, and drive more revenue to the business. Make the offer so irresistible that if your prospect doesn’t take advantage, they are severely missing out.

Content Should Be a Top Priority

Content drives lead magnets, offers, and showcases your business’ subject matter authority. Test content themes, do deep dives into services, and try a/b testing landing pages. Put serious thought and consideration into your content, and remember, video is king in today’s environment. Your content will fuel your organic search results too!

Tracking Website Actions Is Easier (and Imperative)

By now you’ve heard of GA4, right? Today, tracking events on your website is easier than ever. Want to know if someone clicked on an item, downloaded a brochure, or completed multiple actions on your site? Make sure all of your marketing channel pixels are installed correctly on your website. We recommend using Google Tag Manager; house all of your pixels, tags, and triggers under one roof. It’ll make management that much easier.

Here’s to greater business success in 2023 – Contact HBT Digital Consulting now to create your digital marketing strategy and implement impactful marketing campaigns!

RJ Huebert
RJ Huebert is the founder and managing principal of HBT Digital Consulting, a Pittsburgh-based business. A digital marketing professional, he specializes in search engine and social media marketing for B-to-C companies looking for lead generation and online optimization. He is also the co-race director for three Tampa Bay 5K events called The Great Mother’s Day Race, The Great Father’s Day Race, and The Great Gay 5K. The races have had over 12,000 participants and have raised over $7,000 for local charities since 2012. Previously, RJ was the marketing director for a world-wide market research firm, and has held management roles in verticals including healthcare, banking, and for-profit education. Helping local business succeed online is his daily passion, launching 5K events gives him joy, and contributing to the Pittsburgh business scene inspires him. RJ earned his Bachelor of Arts from the University of Pittsburgh and Master of Arts from the University of South Florida, focusing on Strategic Communication Management. Currently, he sits on the American Marketing Association Board of Directors - Pittsburgh Chapter. He resides in Pittsburgh, PA with his wife Taylor, chocolate Lab Coco, and a Jack Russel Terrier named Rosie.