It’s a new year and small business owners like yourself probably have been consumed with fiscal year closing tasks, from balancing the books to recycling inventory. Now that we’re in 2023, it is more apparent than ever that Black-owned businesses in particular need to pay special attention to their marketing strategy.
Holiday sales may have had a huge impact on whether you ended the year in the red or the black (No pun intended.) While that may have been a huge priority, today I encourage you to think beyond the Christmas lights and eggnog. Year 2022 is already in the past and 2023 is upon us.
It’s important that you keep your finger on your consumer’s pulse in terms of where you are heading with your marketing – specifically, your digital marketing efforts. One thing is certain: future digital marketing and entrepreneurship will be more inclusive, diverse, and far-reaching. Here is how you can surpass your competition in 2023 using these top three digital marketing strategies.
Utilizing influencers became one of the hottest marketing trends in 2022 and shows no signs of slowing down. As the advertising landscape becomes more and more convoluted, it is important now more than ever for you, as a Black entrepreneur, to find creative ways to get in front of your target audience at the right time, with the right message. Using influencers is also an effective organic-content (i.e., free) strategy, and cuts through all of the noise. This trend is not going away any time soon and will only continue to gain traction. As more and more people become “followers” of these influencers, an opening is created for you to reach larger audiences with smaller budgets and in less time. Start doing your research and make a list of top influencers you want to work with. There are plenty of templates and message scripts for reaching out once you have found your dream team.
Artificial Intelligence (AI)
Artificial intelligence is the top dog of ALL marketing strategies. It’s one of the hidden gems that has been seeing more utilization in the past few years. AI is now pretty much a part of our everyday lives. There isn’t a single digital marketing platform or channel on the planet that doesn’t use some form of artificial intelligence. Google algorithms determine where you show up in search results; social media posts get engagement based on algorithms of viewers’ browsing patterns and behaviors. Imagine what you can do if you have access to the buying patterns of your low hanging fruit!
Tell Your Story
Finally, what ties it all together is your brand story. People buy from PEOPLE they know, like and trust, not businesses themselves. You cannot afford to skip developing and constantly sharing your story. It’s the glue that bonds your story, brand, values, and products together to create a front-facing narrative that resonates with your customers and, most importantly, one that they can sympathize with. When you talk about your journey and your why, there is no other story EXACTLY like yours on the planet. It is the only true thing that separates you from your competition.
When people form these bonds with you and know that only YOU can provide this product or service at this time, with this intent, they become repeat customers. Make sure you are being transparent and honest about your values and not just your products. This is a much faster and more effective way of building trust. Remember, consistency is key.
Keep coming up with ways to be creative in your digital marketing strategies in this ever-changing landscape. Be sure you are staying on top of the emerging trends if you want to keep your competition on their toes and stay in front of your audience with authenticity.