Growth Marketing Trends of 2023

AI and Content Marketing

I’m sure by now we have all heard of the ever-expanding capabilities of Artificial Intelligence, but did you know that in the last year, there have been copious amounts of AI systems that have emerged that you can use to improve your strategy and drive growth?

In fact, There’s An AI For That compiles over 7,000 AI systems that can help you complete almost 2,000 different tasks.

These tools don’t just stop at helping you to produce written content. There are tools like Murf.AI, an advanced text-to-speech software designed to craft lifelike voice narrations from written content within a matter of minutes, as well as Cleanup.Pictures which you can use to remove unwanted objects, defects, people, or text from your images. 

Additionally, more good news for content marketers; the burgeoning field of generative AI can help you generate insights, automate processes, offer predictions, and steer actions that yield improved business outcomes by combining the realms of artificial intelligence and machine learning with analytics. 

These systems create text and images using complex machine learning models to predict content based on previous patterns, and it’s crucial for companies to comprehend their functionality and value. Integrating some of the services that are emerging through generative AI into your content marketing arsenal can help streamline content creation and put you ahead of the competition, enabling you to seize new avenues of growth.

It is important to ensure that whatever content you produce meets the Google E-E-A-T framework denoting expertise, experience, authoritativeness, and trustworthiness. Expertise involves relevant skills, experience focuses on firsthand engagement with the subject of your content, authoritativeness involves industry reputation and trustworthiness centres on accuracy and openness. 

While Google’s penalties on AI content remain uncertain, some materials may face sanctions if they do not meet the framework. So, when blending organic and AI-generated content in your strategy, It is essential to understand this framework and pass your content through an AI detection tool before publishing, as a way to bypass Google’s scrutiny.

Video Technology

Video marketing continues to stand out as an especially useful form of marketing and can be particularly beneficial for companies who offer software as a service aiming to showcase their products. 

According to Ranktracker’s video marketing guide for SaaS, by creating videos that vividly illustrate the features and advantages of their offerings, these companies can simultaneously capture the interest of potential consumers and elevate brand awareness. 

Video marketing within the SaaS industry is incredibly significant due to the digital nature of the industry, and utilising visual mediums across digital channels to effectively market software products has become increasingly popular this year. 

Our 2022 Growth marketing trends article rightfully stated that short-form video content will remain relevant, partly due to viewers’ decreasing attention span, many social media platforms are adapting to this as can be seen by the rise of video content. You can use tools like Klap to leverage the undoubtedly far-reaching trend of short-form video. This tool can produce short-form content from any video with the click of a button. 

At present, video holds the top position for content consumption, with 54% of viewers expressing their desire for increased video content from businesses and brands. From a survey, it was found that 86% of marketing experts incorporated videos into their marketing strategies. Out of this group, 78% believed that videos had a direct impact on elevating their business sales. Additionally, the same percentage (86%) acknowledged that videos played a role in enhancing traffic to their websites. 

So, marketers should use the growing popularity of video content to their advantage. Offer engaging, high-quality content that showcases your product, highlights its strengths, and feature customer success stories.

Leveraging Social Search

In line with the increase of video content in marketing, there has been a rising trend of social media users treating social media platforms like TikTok and Instagram as search engines, thus providing competition with Google’s search engine – they said so themselves;

“In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram,” 

Prabhakar Raghavan, Google senior VP

What does this mean for marketers? 

Just as marketers optimise their websites for Google SEO, they should aim to optimise their content for the search functions and algorithms of the social channels they utilise. This will allow the recommendation engines of these social media platforms to recommend their videos to users, which could help drive growth and elevate brand awareness. 

“I believe SEO remains one of the most prevalent forms of marketing.” 

Jason Hall, Forbes

In line with the growing prevalence of social search is ensuring that you as a marketer are paying attention to the importance of “entire key phrases” because users have shifted from using just keywords to now using complete sentences when searching.  

Product Experience

Often SaaS websites encounter the challenge of presenting an abundance of information in a captivating manner. Traditional lengthy content can repel visitors seeking quick engagement, so in 2023, a marketing strategy with a focus on User experience and interface design is essential. This year continues to see creative approaches to content delivery that resonates with the modern user. Again, AI comes to the rescue, providing tools like Uizard that allow you to design apps, websites, and software in a matter of minutes.

Attention spans continue to grow shorter, and 2023 is no exception, so even as marketers continue to embrace the trends in UX/UI design, the concept of “product-led growth” takes center stage, urging SaaS websites to align their strategies with user-centric design principles. Effective UX design is marked by elements like user-friendliness, simplicity, and visual design. 

By integrating elements like graphs, diagrams, and animations, the complex journey of your products can be navigated with ease, simplifying complex details and giving your platform a seamless flow from one element to another. 

This year has seen platforms like Zoom simplify their interface to ensure ease of use.

Many SaaS platforms have begun using gamification to spark users’ attention and increase engagement. Gamification encourages enthusiasm and deeper interaction with your offerings by delivering a tangible sense of achievement. A report by Prescient & Strategic Intelligence found that the global gamification market is projected to grow at a compound annual rate of 24.2% between 2022 and 2030.

Asana uses game elements like animations upon completion of tasks to celebrate and entertain users.

Incorporating UX/UI trends into your SaaS platform not only enhances user satisfaction but also guarantees relevance in the constantly evolving digital landscape. This pursuit underscores the significance of creating a satisfying UX and a captivating UI as the foundation for navigating the dynamic world of SaaS marketing.

Where we come in

Through the adoption of fresh and emerging growth marketing trends, you not only establish a unique identity that resonates with your target audience, but also acquire the means to excel in a competitive landscape. Incorporating trends also involves experimenting with growth hacking tactics to accomplish product marketing goals but also propelling you toward attaining your growth objectives. 

Unsure about the next steps in enhancing your growth marketing strategy? That’s where Bridge steps in. 

As a specialised consultancy firm, we provide growth marketing consultancy services tailored for ambitious organisations aiming to enhance their capabilities. 

Contact us today to find out more about our consultancy practice, and how our team of expert consultants can support your product’s next phase of growth.