Over the past few years, we’ve seen a lot of changes in digital marketing. With the rising popularity of TikTok and Instagram reels, it’s proven that social media can be unpredictable. So, how can you ensure your organisation’s marketing speaks to your target audience?  

Once you’ve got your vision and goals for your business, you need to ask yourself, how are you going to make sure your customers can find you? How will you leverage marketing trends to engage your audience? What social media strategy will you adopt? 

In today’s post, we’ll discuss our tactics to give your business a refreshing, current marketing strategy.   


Draw in your audience 

Firstly, let’s touch on the most important aspect of a marketing strategy, drawing in your audience. Although you might already be doing this with your content, use the following as a checklist to ensure you’re engaging your audience. 


Draw in your audience with a catchy headline. Your headline should be just long enough to convey the main idea of your content and get people’s attention, but no longer than that. You can also include other details like “best” or “how-to.”  

Our top tip is to use tools such as SemRush and KeyWord Surfer to research keywords BEFORE you write your headline or content piece. This way, you can see the volume of searches and improve your SEO. 

Photos & graphics 

Research shows that visual content in social media is more likely to be engaged with rather than text. Make sure you have a great photo or graphic to showcase your post, allowing your brand to stand out from the crowd and be memorable.  

We recommend using Canva; the easy to use platforms means you don’t need to be a graphic designer to create eye-catching graphics or videos 

Engaging description  

Beyond what you put in the headline should be some great content. It’s good practice to have your first line snappy to grab readers’ attention. Apps such as Instagram cut off text and have a “read more” option, so your first words need to encourage the users to click through to the rest of the post.   

Video marketing 

We mentioned the rise of apps such as TikTok and Instagram Reels at the beginning of this blog, but let’s see why this is a must in 2023. In general, Instagram Reels and video content are a great way to showcase your brand in video format. They can be used to tell a story, highlight a product or service, or show off your company culture. Short-form video content is here to stay, so take advantage of the trending sounds and dance moves to help your brand really be seen. 


Create killer content  

If you want your marketing to succeed, you need to create and distribute content that people are interested in. Content marketing is one of the most effective ways to drive traffic to your website and connect with your audience by providing them with valuable information. 

So how do we create great content? There are two key areas: relevancy and quality. Make sure whatever you publish is relevant to what people care about, and ensure it’s well-written, informative and interesting for the reader, so they take action (e.g., click on a link for a call to action). 


Be honest & personable  

 HubSpot has recently released its marketing trends for 2023; in that list, they mention prioritising social responsibility. A focus on ethics, social responsibility, and transparency matter to the modern consumer, and we will see brands being more open and honest. With the shift moving, having social media posts highlighting issues such as racial justice, LGBTQ+ rights, gender inequality, and climate change will help your customer take notice of your brand.  

Personalisation will also continue to matter to the consumer in 2023, but what is this, and how can you use this in your social media strategy?   

Being personable is all about creating content that is relevant to your audience. This can be done through email, social media channels or other digital marketing efforts.  

With today’s technology, we can target individuals based on their preferences and interests (for example, customised product recommendations). Personalisation can be done through various methods, including product recommendations, personalised search results and ads relevant to each visitor (as mentioned by TalkWalker). 


As social media becomes increasingly popular, it is more important than ever to maintain a presence on the most widely used platforms in order to reach your target audience. Ensure you’re posting fresh content on the right platforms for your target audience.   

Not sure which social media platforms your business should be on? Check out our Ultimate Social Media Guide to find out! Or for support with your business marketing strategy, contact us today.