462: Marketing Predictions for 2023

In just a few short years, the world of marketing has changed drastically. What worked in the past may not work now, and what works now may not work in the future.

In this episode of the Influence By Design podcast, Samantha and Tim have a conversation about theiir marketing predictions for 2023. They share their thoughts on the emerging trends and give tips on how to make 2023 your best year yet. 

The marketing landscape is always evolving, and it can be tough to keep up with the latest trends. But if you want to stay ahead of the curve, it’s important to stay ahead of the game. 

From new trends in social media to changes in the way content is done, there’s a lot to look out for in the coming years. Listen to this episode now to know what these trends are. 

IN THIS EPISODE YOU’LL DISCOVER:

• Is 2023 the year of AI? (03:53)
• Will short-form content take the crown? (07:07)
• How to create more content with what you already have (08:36)
• What authenticity does for your business (10:04)
• Why you should give yourself the permission to be yourself (14:40)

QUOTES:

• “We need to deeply understand the pain point that our customer is prepared to spend money to fix.” -Tim Hyde
• “When we lean into who we are genuinely and authentically, we will push some people away – the people that aren’t meant for us.” -Samantha Riley

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WHERE TO FIND TIM HYDE

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TRANSCRIPTION

Samantha Riley  00:00

And I think that that’s the really important part here that when we lean into who we are genuinely and authentically, we will push some people away the people that aren’t meant for us. And we will attract those people that do want to be part of our world. And I think that’s really important.

Tim Hyde  00:15

And just being really authentic. Just give yourself unashamed permission to say what you really want to say. And then making sure that we deliver authentically and solve people’s problems that we’re connecting with.

Samantha Riley  00:30

My name is Samantha Riley, and this is the podcast for experts who want to be the unapologetic leader in their industry. We’re going to share the latest business growth, marketing, and leadership strategies, as well as discussing how you can use your human design to create success in business and life. Inside and out. It’s time to take your influence, income, and impact to the level you know you’re capable of. Are you ready to make a bigger difference and scale up? This is the Influence By Design podcast. 

Welcome to today’s episode of Influence By Design. I’m your co host for today, Samantha Riley.

and joined for another Thursday with my partner in podcasting, Tim Hyde, how are you today to drum

Tim Hyde  01:14

up so partner in crime that Sam I was

Samantha Riley  01:16

but I had to think really fast on the move then

Tim Hyde  01:19

that was like I not sure what to call you here. But okay, I’m back. Yes,

Samantha Riley  01:24

we’re back for another week back.

Tim Hyde  01:25

I’ve got my Gong, I’ve got my Gong happening. I don’t have any other sound effects going on. Other than maybe I can bang a pencil on a glass or something. But we’re going to talk about some trends.

Samantha Riley  01:35

Yes, some marketing trends or marketing predictions for 2023

Tim Hyde  01:41

a month into the year already, we’re seeing some things emerge, continue to emerge and dominate. Certainly my social media feed I hope my social media feed does not resemble what everybody else has does. Because I pity that person.

Samantha Riley  01:58

You know that it’s all an algorithm and you’ve trained it to serve that up to your team. Or maybe you should start watching more cat memes, engage with some different posts if you’re not enjoying your feed so much more common

Tim Hyde  02:10

now. Because that’s the only stuff that’s getting symptoms. All you got to do

Samantha Riley  02:14

is do some funny searches or talk about some different things. I know that over the Christmas break, we were having a bit of a laugh, I had my daughter and future son in law up to stay with us over the new year period. And we all had our phones there. And we were talking about I think fall driving or whatever. And we all picked up our phones and all of the ads in all of our feeds for what we’ve been talking about. So all you need to do is have a conversation with your phone close by and you can get that sorted out. Oh, that’s

Tim Hyde  02:42

right. That’s absolutely right. Ironically, I was doing the same thing. I have a new client who manufactures watches. And was using that as an example. And we were talking pre Christmas actually about doing a bundle of watches. I mentioned that years and years ago, I bought a long jeans watch. And this is going well back this has been sale of a century used to give away long jeans watches.

03:06

Ah ha never that sale of this century and DelBene Delaney that wasn’t

Tim Hyde  03:11

that ad show that tidy barva that should never have come back and probably didn’t. Anyway, so I had a long, you know, this long jeans watch that I was talking about as an example of pricing and positioning in the market. And then sure enough, like the very next day, in my newsfeed is an ad for you know, his and hers long chain watches, which was ironic, it just had to talk about it. But my certainly my news feed at the moment is chock full of one thing in particular. And that is AI and chat, GBT. That has to be Prediction number one, that if you haven’t seen it yet, it will take over your newsfeed.

Samantha Riley  03:53

Absolutely Well, AI or artificial intelligence has been around for years and years and years. This is the way that a lot of newspapers around the world already have been creating their content for quite a while. But now there’s this and you would have to be in a cave to have not heard about it. But chat GPT has come onto the scene. It’s a free platform, you know, we do have this amazing tool at our fingertips. But I think it’s really important to note that artificial intelligence isn’t going to solve all your problems overnight. And the reason is, is shifting shit out, or the opposite, which is if you put some really great, you know, if you know your market really, really well and you give it some great things to spit out. You’ll get some great things back. So you still need to be an expert in what you’re doing to get great content coming back out at you.

Tim Hyde  04:51

Yeah, absolutely. If you’re asked the wrong question, there’s not going to give you a thing, anything particularly useful. And even then the stuff that I’ve seen come out of Earth whilst it’s Quite good. It’s, I guess taking, you know, this machine learning sort of stuff and content generators that have been out for a couple of years to that little bit of a next level in terms of, I guess creating more emotive content. But I still, for me, find it a little bit robotic. So I think it’s a fantastic tool, if you’re struggling to create content, if you don’t have that skill set in your wheelhouse. You know, use it to get 80 85% of the way, and then polish it from there. But I do think it still needs a lot of Polish, to basically create your unique voice, not unique voice,

Samantha Riley  05:39

and that’s really important to know is that for us to be the experts or to show up in with our point of difference, we need to make sure that our content is still coming out with that point of difference. So I agree that chap GPT is a great way to maybe give you some prompts to create content, but I wouldn’t be using it as it is I would definitely be giving it a bit of a George putting your own voice into it. But I have had a play. And I’m actually pretty impressed with what it does spit out from other AI platforms that I’ve used in the last couple of years, which were woeful. But we’ve all got to remember that really, that this is still in beta. And the reason is, is because while we’re asking it questions, it is collecting data to take that artificial intelligence to the next level.

Tim Hyde  06:30

That’s absolutely true. And I think that’s right, we’re able to chat TPT three, just wait till we get to chat. GPT 40. And maybe you won’t know the difference about who you’re talking to. Yeah, yeah, yeah. Yeah, that’s gonna be interesting. But but an adaption also, I think that we as consumers will need to, we’ll get we have to get used to as well. Yeah.

Samantha Riley  06:50

Look, I like it. It’s not going anywhere. I think that they’re certainly, you know, it’s a different skill set, instead of creating content. Now, the skill set is going to switch to how can you give it the best prompt as possible? Yep.

Tim Hyde  07:07

Yep, absolutely. But definitely put that on your radar if you have not already done so. Right. Space to watch. Definitely, and some opportunities to really create some leverage. Totally new content creation. Now, speaking of content creation, Prediction number two short form video. Absolutely. Now, this is a continuation pretty much of 2022, isn’t it? Right with tick tock, and really everything in that space? Yeah, short form video. Pretty powerful?

Samantha Riley  07:34

Absolutely. I think that as content creators, what we really need to think about is how we’re going to create this short form video without spending all of our days creating it. And I think that we still need to think about creating our short form content from long form. Otherwise, we’re going to be creating content all day, every day.

Tim Hyde  07:56

Yeah, I think this is where things like podcasts and interviews and even when you’re on Zoom, or Google meats or something with a client, recording those things, and using those as the basis for your shorter form content, really powerful. But thinking, you know, that might be the way we created it, but it’s not the way people consume it. People are consuming the short form content as a basis to get into your long form content, not the way the route. So we need to look at how people are coming into our world, but also how we can creating that content to go to those people. So don’t think you need to be creating short form content separately, to your long form content.

Samantha Riley  08:36

Yeah, totally. Some of it, you do some of it, you will. But how can you create more by using what you’ve already got? I know that Leon is having a play around over the Christmas break and pulled a whole heap of short form. I run trainings every single week to my group program that experts collective, and he was pulling out 92nd clips from that. And I was actually, even though I deliver the content or the trainings every week, I was surprised at what he was pulling out and what, Wow, I did not think about using my group trainings. Because, you know, my group trainings go for an hour. And he was pulling out these 92nd clips, and they were super powerful. And, you know, if I was looking at it, I thought, Well, I actually said some really smart stuff there. I’m really interested to know more.

Tim Hyde  09:23

Yeah, I’ve seen Kerwin Ray do that very effectively, because he’s, you know, on stage regularly with these big events, and he’ll get a question from the audience and they’ll chop that out and I’ll make that little sound bites that are getting Instagram runs. Yeah, and stuff like that. So totally. Take a look at it right. So you’ll see people doing this sort of stuff. I think that’ll be a trend that continues particularly through tick tock in Instagram and even Facebook reels that Facebook stories that I that, I think becoming an increasingly important means of getting your message in front of people. Absolutely. But definitely think infotainment if You’re doing this, right? If it’s not entertaining, people will not watch it, and they won’t follow you.

Samantha Riley  10:04

100% Yeah. Couldn’t agree more. And taking that content on to the next level. The third thing that we see as a prediction for 2023 is more, I’m gonna say authentic content, but more real content. Like, you know, we saw in the last year, a lot of movement away from bright, shiny, you know, perfect kind of influencers. And obviously, we’re talking about people in business and marketing, we’re not talking about fitness influencers, that’s a completely different subject. But you know, we don’t want to see people that are in A, that have hired a, you know, a Lamborghini for the day and have a fake Rolex watch on, we just don’t want to see that anymore. We want to see the real person, we want to connect with them and know that they are going through, or at least understand, you know, what we’re going through and what we’re dealing with in our life, we want to know that people can relate.

Tim Hyde  11:09

Was it was it genuine, genuinely authentic? And we don’t have to have this super polished brand. I think, you know, Alex Hormoz, he is one that does this particularly well,

Samantha Riley  11:19

with his shorts and his Crocs and his socks,

Tim Hyde  11:22

videos, you know, but he’ll Crocs and socks and, you know, shorts and a singlet and a hat. Right. Yeah, you know, it’s not, it’s not real polished, but he’ll just get on and talk about different stuff, right? But it’s the message and the way he delivers that, that actually really connects with people that becomes that become what his brand is. And I suddenly saw Alex Hormozgan, wearing a suit, I’d be like, what’s going on? And you go into court? Are you in trouble? Yeah. You know, and so we’ve seen a lot of that, right? Even dare I mentioned the name Andrew Tate, with all the controversy that he managed to cause over the latter part of 2022, whether you agree with him or not actually sort of took this, I’m just gonna say whatever shit that comes out of my mouth, and I’m gonna attract attention with that. Sometimes it’s very, very controversial. And sometimes, yeah, maybe. But I think we’ve started to see that influence. And the ability for people to create an audience and message be a little bit more comfortable with just being actually genuine to who they are. Right, without necessarily having to completely rocked the boat or be completely polished, people are starting to find his happy medium, because we are seeing he’s gonna lose polar opposites. And you can do this middle ground and be actually okay with it.

Samantha Riley  12:35

It’s really interesting, you brought up that person, and I’m not gonna say his name again, because he’s someone that I do not agree with ever. So I’ll just say that you might agree with him a little bit, Tim, I just, totally don’t. But what’s really interesting about this is only just a couple of hours ago, Leon and I were talking about this, while we were training, we’re at the gym, and we were training and I was talking about, you know, we were talking about that person. And we were talking about freedom of speech. And I think that the point that I would like to draw from this part of the conversation is that when we are talking authentically, and talking about what we really believe in and talking from our values, talking from our passions, all of those things, we’re going to attract the people towards us that are sort of in agreeance, or have the same beliefs or similar beliefs, not the same beliefs. And we’re going to push away the people that don’t. And I think that that’s the really important part here that when we lean into who we are genuinely and authentically, we will push some people away the people that aren’t meant for us, and we will attract these people that do want to be part of our world. And I think that’s really important.

Tim Hyde  13:48

Yeah, I think there isn’t, and that, you know, in terms of trend is what we’ll see, we’ve seen some people come out of the woodwork who have done that polarization. But that’s almost given everyone else permission, in some ways to actually be more authentic. And that will, we’ll see more of that coming out this year. I think people sort of going, you know, I don’t really care if I offend a couple of people. Right? I just want to connect with my people, in a way that’s genuine, authentic to me. And, you know, that’s certainly a trend I think we’ll see continue into 2023 and beyond.

Samantha Riley  14:20

Absolutely. And you’re right, we’re seeing those you know, Ben Shapiro is another one. He’s absolutely this is what I believe in. And you can’t change my mind. And I think that gives us not that we needed permission, but it does give us permission to go Alright, this is exactly what we believe in.

Tim Hyde  14:39

Well, we are we are seeing all sorts of places aren’t you know, Elon Musk has managed to put his foot in and a couple of times. And so, you know, there’s there’s people out there who kind of almost giving us permission to do it.

Samantha Riley  14:51

And I think that that if you’re listening and you feel like you need the permission to be okay with publicly saying what you’ve always believed This is it. This is your permission slip to lean in to who you are and what you believe in and share that because there’ll be someone else somewhere in the world that needs to hear that.

Tim Hyde  15:09

Yeah, absolutely. I actually think that you’ll feel better about it as well, because you’ll surround yourself with people who kind of agree with you.

Samantha Riley  15:17

Yeah, absolutely. Absolutely.

Tim Hyde  15:20

All right. I think it’s probably you know, there’s probably two or three transistors, we quickly recap those. It is definitely a year of AI. We will see a lot more of that short form content, right. So you’re on tic tac, get on your reels, get on your Facebook and Instagram stories, and so on. Is it Instagram reveals Facebook stories, I can never remember which way it goes. And just

Samantha Riley  15:39

with that it’s tick tock not tic tac, just in case anyone’s listening to like, Tim, what was that?

Tim Hyde  15:46

What’s this? Tick tock? These are not that much of a Luddite, Samantha. Alright, so tick tock. Get on all those three, short with this short film video. Actually, I think just on that one, just take a real good look at what videos attract your attention on those channels. Right. Success leaves clues.

Samantha Riley  16:07

Yeah. So YouTube shorts to there that we didn’t mention. And that’s really important. That’s another one that’s really taking off

Tim Hyde  16:12

again, but that short form content as well. Yeah. All right. And just be really authentic. Just give yourself unashamed permission to say what you really want to say.

Samantha Riley  16:23

And be real. Be real. Yeah, yeah, absolutely.

Tim Hyde  16:27

But I think we caveat, let’s throw a caveat out here, that as much as these marketing trends, right, they are largely bright, shiny objects. And there’s still some fundamentals that exist. No matter what bright, shiny object you feel you need to be distracted with this particular month. And they are that we still need to make sure that we connect with the right audience, we need to deeply understand the pain point that our customer is prepared to spend money to fix. We need to connect with those people, wherever they happen to be in large numbers. Wherever they congregate. We need to deepen the relationship with them through whatever means whether it’s through content or conversation, we need to see if they’re a good fit by making an offer at the right time, and making the right offer at the right time. We talked about that last week, Sam, the one thing and then making sure that we deliver authentically and solve people’s problems that you know that we’re connecting with?

Samantha Riley  17:27

Absolutely, absolutely could not agree more. If you’ve enjoyed today’s episode, please join us over in the Coaches, Thought Leaders and Changemakers Facebook group where we continue these conversations and really add to them like let’s take this to the next level. Answer any questions that you might have that have come up from this conversation. Please share this episode with someone that you think would get value from this. If you share it on your Instagram Stories. Please tag both Tim and I so we can share it with our audience at the Sam Riley and at Win More Clients so that we can see what you really loved about this episode. Tim, thanks for hanging out with me here again for another week. Awesome, Sam, thank you very much. And thank you for listening. We will catch you next week on another episode of Influence By Design.

Thanks for joining me for this episode of the Influence By Design podcast. If you want more head over to influencebydesignpodcast.com for the show notes and links to today’s gifts and sponsors. And if you’re looking to connect with other experts who are growing and scaling their business to join us in the coaches, thought leaders, and changemakers community on Facebook, the links are waiting for you over at influencebydesignpodcast.com