d-driven marketing strategies that really work //

Marketers must adapt their strategies as we near the midway point of 2023. Your marketing strategy needs to be adapted for Q3, which is right around the corner. It presents unique challenges and opportunities. We will share the latest marketing trends to help you navigate through this dynamic environment.

This trend blog will examine three areas that marketers should pay attention to before the next quarter gets underway. We will explore the importance of community-based marketing, the power of virtual and in-person events, as well as the integration of AI with organic and paid media.

Trend # 1: Community Marketing

Community members can help you reach customers beyond your immediate base. Engaged members of the community are more likely than not to share content, participate in discussions and invite others to join. This organic word of mouth marketing can lead to a significant increase brand visibility, and attract new customers that align with your brand’s values and offerings. You can reach a larger audience by leveraging community marketing.

Let’s take a look at a few types of communities you might want to consider incorporating into your marketing strategy…

Three types of communities you can incorporate into your marketing strategy

• Community Of Practicespanstyle=”font weight: 400 ;”>: In the context of the marketing community, a community of practice refers to a professional group who have a common interest or expertise. These communities are a place for marketers to collaborate, learn, and share knowledge. A community of practice has the unique feature of transcending factors like customer status, industry, and location. It is important that the members have a shared interest and are able to trade. This creates a community that fosters an exceptional experience, and encourages knowledge sharing. Communities of practice are able to support new sales and expand sales in certain areas of an organization. Brands can foster growth in their target markets by actively engaging and leveraging the marketing community of practices’ expertise.
• Community of Customers: The term “community of customers” refers to an area where customers can come together and connect, share their knowledge, promote the brand or products, and celebrate the love they have for them. It is important to foster a community of customers, and help them achieve success in their organizations and roles. Brands who want to improve their customer relations, promote advocacy and educate about products should invest in communities. By investing in these communities, brands can tap into their collective knowledge and experience, allowing customers to share tips and tricks about using the brand’s services and products. Brands can increase customer loyalty and advocacy by nurturing a community. Customers who are satisfied will be more likely to renew subscriptions and make repeat purchases. This leads to revenue growth. Advocates within the community are able to generate referrals, which can attract new customers and contribute to business growth.
• Community of Productspanstyle=”font weight: 400 Focus is on answering product-specific queries and encouraging peer-to-peer assistance through conversational platforms such as Slack, forums or other community spaces. Brands who should invest in communities are those looking to improve customer education, increase adoption of products, collect valuable insights from users and reduce support tickets. These communities are especially relevant for companies that offer complex or specialized product where customers can gain from sharing knowledge and experience. Brands can leverage collective knowledge and experience of customers by investing in a product community. This will drive customer success and product improvements.

Trend # 2: In-person & Virtual Events

Marketers must adapt to the rapidly changing landscape of today by adopting both digital and in-person formats. Face-to-face events allow for genuine connections and a lasting impact on attendees. In-person events provide the chance to show off products, create immersive experiences and establish a strong presence for your brand. Digital events, on the other hand are able to reach a global audience, and offer convenience and accessibility. They use technology to deliver engaging material, facilitate interactive discussion, and provide valuable insights and data.

Combining the power of physical experiences with the reach, scalability, and engagement of digital platforms allows marketers to expand their audience, improve brand visibility, foster meaningful interaction, and achieve amazing outcomes. These strategies work together to create a powerful ecosystem of marketing that helps brands reach new heights on the ever-changing digital landscape.

Three ways to incorporate this trend into your marketing strategy

• A roadshow series can help you achieve success. The event can be brought to the audience’s doorstep, allowing them to avoid long distances or commitments in terms of time and travel. Roadshows are budget-friendly because of their smaller size, which allows you to allocate your resources more effectively. The intimate atmosphere of roadshows encourages meaningful networking, and this is one reason people prefer in-person events. This intimate environment provides an opportunity to build relationships with attendees and leave a lasting impression. You can leverage the advantages of a roadshow series to create a powerful experience for marketing that maximizes convenience and fosters connections.
• Pop-up events are a great alternative to traditional sponsorships. By bringing your event right to the doorstep of your audience, you provide convenience and eliminate the need to travel. Pop-up events are less time consuming for attendees and make it easier to engage them with your brand. These events are also more budget-friendly, as they have a smaller scope. The intimate setting of pop-ups is ideal for building relationships and networking, which are key factors that draw people to live events. Pop-up events can help you create a memorable experience for your target audience. They will also foster meaningful connections, which is a key factor in driving success for your business.
• Adding digital events to your calendar can make a big difference in your marketing success. A single event in digital format can produce a wealth of content that can then be reused and repurposed across multiple channels. It multiplies your impact and gives you valuable resources to use in ongoing marketing campaigns. Digital events offer an advantage in tracking and measuring, as you can connect the dots digitally and measure their impact on metrics like pipeline, revenue and return on investments (ROI). Consolidating your efforts to digital-only events will allow you to achieve a greater impact than siloed initiatives. This will increase your brand’s reach, and drive success in the digital world.

Trend # 3: AI for Paid & Organic Strategies

AI can be a powerful tool to enhance your marketing. AI empowers marketing professionals to make better decisions based on data, automate repetitive tasks and leverage data insights.

Three ways to incorporate this trend into your marketing strategy

• Use AI to repurpose content: AI can be used in content repurposing initiatives that will support and enhance your marketing strategy. By using AI tools, a pillar like a webinar can be transformed into a variety of satellite assets that cater to the preferences of different audiences. The webinar content can be converted into a blog article using AI transcription. This makes the content more accessible for those who prefer to read. Canva is a great tool for creating mini-videos that are engaging and appealing to social media audiences. The webinar transcript can be synthesized with AI to create an infographic that highlights key takeaways, and delivers information visually. AI can help determine the best time to promote a webinar or its satellite assets via social media. By using AI for content repurposing you can ensure that your audience will be able to enjoy the time and effort spent on the webinar, the thought leadership and the research. This comprehensive approach will enhance your marketing strategy and maximize reach. It will also help you engage your target audience anywhere they may be.
• Use AI to support your programmatic advertising efforts: Incorporating AI into programmatic advertising can be a game-changer-especially considering the wealth of data involved in this advertising approach. AI can revolutionize the keyword generation process by generating keywords and search terms that are not based on your past usage. AI can assist you in discovering new and effective keywords by using different prompts and thinking outside of the box. AI-powered suggestions can help you expand your audience and increase your reach. This ability to test and optimize AI-generated keywords will further increase the effectiveness of programmatic advertising. You can use AI to optimize your advertising strategies and uncover new insights by leveraging AI for programmatic advertising.
• AI can be used to determine the best location for your ads. Adding AI to paid advertising placement efforts will improve the effectiveness of your campaign. AI algorithms can analyze real-time data to optimize placement. These algorithms take into account a variety of factors including the context of a website, user behavior and ad performance to instantly decide on placement. AI’s dynamic optimizing capabilities ensure that your ads appear in the most impactful and relevant positions. This maximizes the chance of grabbing users’ attention, and ultimately driving conversions. AI can adapt and optimize real-time to ensure your ads are displayed in strategic positions, improving campaign performance and marketing success.

This blog explores three key areas that require your attention prior to Q3. We have explored each trend in depth, providing you with valuable insights that will help enrich your H2 marketing strategy. You will be able to achieve new levels of success by embracing these trends.

Remember that as we progress, staying ahead of trends requires constant adaptability and an openness to innovation. Keep your finger on emerging trends and their implications to position your brand in order to continue growth and relevance within a rapidly evolving landscape.

Do you want to know how Instapage will help you reach your marketing goals. Contact us today to schedule a 1:1 consultation.

Author: tess pfeifle