Last updated: 3.6.23

In the ever-evolving world of digital marketing, small businesses often find themselves grappling with the challenge of staying relevant. 

The landscape constantly shifts, with new trends and old ones fading away. 

This can leave businesses feeling overwhelmed and unsure how to adapt their strategies to keep up with the pace of change.

The stakes are high. Falling behind in digital marketing can lead to lost opportunities, decreased visibility, and decreased customer engagement.

It’s a daunting prospect that can keep even the most seasoned business owners awake at night.

But what if there was a way to navigate these changes with confidence? A way to keep up with the latest trends and leverage them to your advantage? 

The good news is, there is. 

By understanding the key digital marketing trends for 2023, you can position your business for success in the digital age.

SEO and Content Marketing

Both local SEO and mainstream SEO continue to be crucial for small businesses, as they provide a strong return on investment. However, the strategies have evolved. 

Voice search optimisation has become increasingly important due to the rise of smart speakers and voice assistants. 

Therefore, creating content that answers your audience’s questions and matches their conversational tone is key.

Writing great content for your company blog remains essential. However, AI is now playing a role in content creation, helping to generate ideas, create drafts, and even optimise content for SEO. 

Despite these advancements, the human touch is vital for crafting engaging, relatable content.

Local SEO

Local SEO is a powerful tool for small businesses, allowing them to optimise their online presence to attract more business from relevant local searches. 

Key strategies include:

  • Google My Business: Claim and optimise your Google My Business listing. This includes filling out all the information fields, adding high-quality images, and regularly updating your listing with new posts and updates.
  • NAP Consistency: Ensure your name, address, and phone number (NAP) information is consistent across all online platforms and directories. Inconsistencies can confuse search engines and negatively impact your local search rankings.
  • Local Keywords: Incorporate local keywords into your website content, meta tags, and URLs. This includes the names of the areas you serve, local landmarks, and popular local phrases.
  • Online Reviews: Encourage satisfied customers to leave a review on your Google My Business listing and other online platforms. Positive reviews can significantly boost your local search rankings.
  • Local Content: Create content that is specific to your local area. This could include blog posts about local events, local guides, or content that addresses your local audience’s specific needs or interests.
  • Mobile Optimisation: Ensure your website is mobile-friendly. More and more people are using mobile devices to search for local businesses, so your website must provide a seamless experience on all devices.

Negative SEO

Negative SEO remains a concern for many businesses. This involves unscrupulous marketers attempting to harm your search rankings by linking to your site from low-quality or spammy websites. 

To protect against negative SEO:

  • Monitor Your Backlinks: Regularly check your backlink profile using tools like Google Search Console. Look for suspicious or low-quality links that could harm your search rankings.
  • Disavow Harmful Links: If you find harmful links pointing to your site, use Google’s Disavow tool to tell Google to ignore these links.
  • Maintain a Healthy Link Profile: Regularly audit your link profile and work on acquiring high-quality, relevant backlinks. This can help to dilute the impact of any negative SEO attacks.
  • Website Security: Ensure your website is secure and protected against hacking attempts. If your site is hacked, it could be used to host spammy content or harmful links.
  • Monitor for Duplicate Content: Regularly check your website for duplicate content. If someone copies and posts your content elsewhere, it could harm your search rankings.

Related: 42 Common SEO Mistakes to Avoid

Long Tail Strategy

A long-tail strategy in SEO will continue to be paramount in 2023. As search engines become more sophisticated and users become more specific in their searches, targeting long tail keywords – those specific phrases of four to five words or even whole sentences – has become even more crucial.

  • Start Small: If you’re new to a market, start with a few specific long-tail keywords. As you gain traction, you can gradually expand your keyword list.
  • Understand User Intent: Long tail keywords that are more specific and targeted to user needs are more likely to match the searcher’s intent. This makes them more likely to rank higher in search results.
  • Avoid Over-Optimisation: While including long-tail keywords in your content and meta tags is essential, avoid over-optimising. This can lead to penalties from Google.
  • Keyword Research: Use keyword research tools to find long-tail keyword opportunities. Look for keywords with low competition and high conversion potential.
  • Content Creation: Once you’ve identified your long tail keywords, create optimised content for these keywords. This could include blog posts, landing pages, and product descriptions.
  • Meta Tags and URLs: Include long-tail keywords in your meta tags and URLs. This can make your pages more descriptive and user-friendly.
  • Monitor Performance: Regularly monitor the performance of your long tail keywords. Tools like Google Analytics can show you which keywords drive the most traffic and conversions.
  • PPC Campaigns: Consider using long-tail keywords in your PPC campaigns. These keywords often have lower competition and higher conversion rates, making them cost-effective.

These longer, more specific keyword phrases are invaluable for businesses as they attract visitors more likely to convert into customers. 

They are often less competitive than shorter, more general keywords, making it easier for businesses to rank for them.

In addition, with the rise of voice search, users increasingly use full sentences or questions when searching. 

This trend further underscores the importance of a long-tail strategy in your SEO efforts.

Video Marketing

Video marketing has grown in importance, with short-form video content on platforms like TikTok and Instagram Reels becoming increasingly popular. 

Live streaming remains a powerful tool for businesses to engage with their audience in real time. Video SEO is also crucial, ensuring your video content is discoverable and reaches the right audience.

  • Understand Your Audience: It’s essential to understand your target audience before creating any video content. What are their interests? What type of content resonates with them? Use this information to guide your video content creation.
  • Set Campaign Goals: What do you want to achieve with your video marketing strategy? Whether it’s increasing brand awareness, generating leads, or boosting sales, having clear goals will help guide your strategy and measure your success.
  • Stay on Brand: Your video content should be consistent with your brand’s messaging and values. This helps to reinforce your brand identity and build trust with your audience.
  • Clear Messaging: Make sure it’s clear what your video is about and what value it provides to the viewer. This can be achieved through a clear title, description, and content within the video itself.
  • Video SEO: Use video SEO strategies to ensure your videos are discoverable. This includes using relevant keywords in your video title, description, and tags and submitting a video sitemap to Google.
  • Social Proof: Incorporate social proof into your videos, such as customer testimonials or user-generated content. This can help to build trust with your audience and persuade them to take action.
  • Repurpose Your Videos: Maximise the reach and impact of your videos by repurposing them for different platforms and audiences. For example, a long-form video for YouTube could be cut into shorter clips for Instagram or TikTok.
  • Quality Production: Invest in high-quality video production. Your videos should be visually appealing and professional to capture and maintain your audience’s attention.
  • Call-to-Action: Include a clear call-to-action in your videos. This could be encouraging viewers to visit your website, make a purchase, subscribe to your channel, or any other action that aligns with your campaign goals.
  • Measure Your Results: Regularly track and analyse your video marketing metrics. This includes views, engagement rates, click-through rates, and conversions. Use this data to determine what’s working and what’s not, and adjust your strategy accordingly.

By following these strategies, businesses can leverage the power of video marketing to engage their audience, build brand awareness, and drive conversions.

AI and Machine Learning

AI and machine learning have become integral parts of the digital marketing landscape, offering a range of benefits for small businesses:

  • Embrace AI and Machine Learning: AI and machine learning capabilities are now widely available in various marketing technology tools. These can help small businesses make data-driven decisions, improving the effectiveness of their marketing strategies.
  • Personalisation: AI can help businesses personalise their content and target the right messages to the right audiences. This can lead to increased engagement and conversion rates.
  • Chatbots: AI-powered chatbots can provide customer service and support around the clock. This improves the customer experience and frees up resources for other tasks.
  • Social Shopping: AI-powered social shopping tools can help businesses increase sales and engagement on social media platforms. These tools can recommend products based on a user’s past behaviour and preferences.
  • Data-Driven Marketing: AI and machine learning can help businesses analyse data and make data-driven decisions. This can lead to more effective marketing strategies and better results.
  • Voice Search Optimisation: With the rise of voice assistants, businesses can optimise their content for voice search. This can improve their visibility and reach a wider audience.
  • Predictive Analytics: AI and machine learning can help businesses predict customer behaviour and preferences. This allows them to tailor their marketing strategies and provide a more personalised experience.
  • Automated Content Creation: AI-powered tools can help businesses create content more efficiently and effectively. This can free up time and resources for other marketing activities.
  • Improved Targeting: AI and machine learning can help businesses improve their targeting by analysing customer data and identifying patterns and trends. This can lead to more effective marketing campaigns and a higher return on investment.
  • Enhanced Customer Experience: AI-powered tools can help businesses improve customer experience. This could include automating certain tasks, providing personalised recommendations, or offering real-time customer support.

By leveraging the power of AI and machine learning, businesses can streamline their marketing processes, personalise their marketing efforts, and make more informed decisions. This can lead to improved results and a better return on investment.

Influencer Marketing

Influencer marketing has evolved significantly, with several key trends shaping the landscape in 2023:

  • Micro and Nano Influencers: Brands increasingly partner with micro and nano influencers. These influencers may have smaller audiences, but their followers are often highly engaged and trust their recommendations. This makes them valuable partners for businesses looking to build trust and credibility.
  • Long-Term Partnerships: Brands seek ongoing partnerships with influencers rather than one-off campaigns. This allows for a more authentic relationship, leading to better results over time.
  • Influencers as Creative Directors: More brands are bringing influencers in-house to lead their brand strategy. This allows influencers to have a deeper understanding of the brand and create content that is more aligned with the brand’s values and goals.
  • Social Shopping: Influencer marketing is becoming more integrated with social shopping. Influencers can now tag products in their posts, allowing followers to purchase directly from social media platforms.
  • Diversity and Representation: Brands prioritise diversity and representation in their influencer marketing campaigns. This includes partnering with influencers from a range of backgrounds and communities.
  • Influencer-Generated Content: Brands increasingly use influencer-generated content (IGC) to spark user-generated content (UGC) trends. This empowers customers to take an active role in building their favourite brands.
  • Social Searching: The growth of social searching makes it easier for brands to find the right influencers for their campaigns. Brands can now search social media platforms for influencers who align with their brand values and target audience.
  • Influencer Subscriptions: Influencer subscriptions are becoming more popular. This allows brands to work with influencers continuously, ensuring a steady stream of content and engagement.
  • Additional Revenue Streams for Influencers: Influencers are becoming more entrepreneurial, offering additional services and products beyond sponsored posts. This can include merchandise, online courses, and subscription-based content.

These trends underscore the importance of authenticity, long-term relationships, and diversity in influencer marketing.

By keeping these trends in mind, businesses can create more effective and impactful influencer marketing campaigns in 2023.

Social Media Marketing

Social media marketing continues to evolve, with several key trends shaping the landscape in 2023:

  • Short-Form Video Content: Short-form video content continues to dominate social media platforms. Brands use platforms like TikTok and Instagram Reels to create engaging, bite-sized content that resonates with their audience.
  • UGC and Micro-Influencer Marketing: User-generated content (UGC) and micro-influencer marketing are becoming more mainstream. Brands are leveraging the power of authentic content and smaller, more engaged audiences to build trust and credibility.
  • Social Commerce: Social commerce continues to rise, with more businesses using social media platforms to sell their products and services directly to consumers. This includes tagging products in posts and using shoppable features on platforms like Instagram and Facebook.
  • Influencer Marketing: Influencer marketing remains a top marketing strategy for brands. More brands are partnering with influencers and using them as creative directors, leading to more authentic and impactful campaigns.
  • Edutainment Content: Brands are creating more educational and entertaining content to engage with their audience and provide value. This includes how-to videos, tutorials, and infographics.
  • Livestream Shopping: Livestream shopping is becoming more popular, allowing businesses to showcase their products in real time and engage with their audience. This can lead to increased engagement and sales.
  • Social Audio: Social audio continues to grow in popularity, with more businesses using platforms like Clubhouse and Twitter Spaces to connect with their audience. This allows for real-time conversations and discussions, building a sense of community.
  • Niche Content: Brands are creating more niche content to appeal to specific audiences and stand out. This includes content tailored to specific interests, industries, or demographics.
  • Community Development: Brands focus more on community development on social media platforms. This involves building relationships with their audience, engaging in conversations, and creating a sense of community around their brand.
  • VR and AR Social Experiences: Virtual reality (VR) and augmented reality (AR) social experiences are becoming more prevalent. Businesses can use these technologies to create immersive experiences for their audience, such as virtual product try-ons or interactive ads.

Mobile Marketing

Mobile marketing continues to be a crucial aspect of digital marketing, with several key trends shaping the landscape in 2023:

  • Increased Mobile Device Usage: Mobile marketing has become more critical than ever with more people using mobile devices, especially smartphones. Businesses must ensure their marketing strategies are tailored to reach mobile users effectively.
  • Social Commerce: Social commerce is set to become a significant mobile marketing trend in 2023. More brands are creating social commerce experiences on platforms like Facebook, TikTok, Instagram, and Snapchat, allowing consumers to purchase directly from these platforms.
  • Platform Shifts: Mobile marketers need to be adaptable to platform shifts and be open to exploring marketing channels beyond standard platforms like Google and Facebook. This could include emerging social media platforms or mobile-specific advertising networks.
  • Personalisation: Personalisation continues to be a key trend in mobile marketing. Businesses use data and AI to deliver personalised customer experiences, improving engagement and conversion rates.
  • Mobile Video: Mobile video remains a popular trend, with businesses using short-form video content to engage with their mobile audience. This includes platforms like TikTok and Instagram Reels.
  • Mobile-First Design: Mobile-first design is becoming increasingly important. Businesses need to design their websites and marketing materials with mobile devices in mind to ensure a seamless user experience.
  • Augmented Reality (AR): AR is becoming a more prevalent trend in mobile marketing. Businesses can use AR to create immersive experiences for their audience, such as virtual product try-ons or interactive ads.
  • Voice Search Optimisation: With the rise of voice assistants, businesses can optimise their content for voice search. This can improve their visibility and reach on mobile devices.
  • Mobile Payments: Mobile payments continue to grow in popularity. Businesses can offer a seamless checkout experience for their customers by integrating mobile payment options like Apple Pay or Google Pay.
  • Location-Based Marketing: Location-based marketing continues to be a key trend in mobile marketing. Businesses can target customers based on their location, delivering personalised experiences and offers that meet their specific needs.

Data Privacy and Security

In the era of data-driven marketing, ensuring data privacy and security has become paramount. Businesses must comply with data protection regulations such as the GDPR in the EU and the CCPA in California.

This involves obtaining explicit consent from users before collecting their data, being transparent about how the data will be used, and allowing users to opt-out.

Businesses also need to secure their customers’ data, such as using secure encryption methods and regularly updating their security systems.

User Experience (UX)

User experience plays a crucial role in digital marketing, with several key trends shaping the landscape in 2023:

  • Ultra-Personalisation: Businesses are recognising that ultra-personalised digital experiences are in high demand. AI is being used to provide product recommendations based on previous data, easing the personalisation of content and targeting the right messages to the right audiences.
  • AI-Driven Solutions: AI-driven solutions are having a significant impact on UX design. The rise in AI/ML-generated visual design tools promises to revolutionise UX design in 2023.
  • Automation and Analytics: Automation and analytics solutions speed up the design process, improve usability, and increase customer satisfaction.
  • Glassmorphism: Glassmorphism is a design trend that uses transparency and blurred backgrounds to create a sense of depth and dimensionality. This trend is set to influence UX design in 2023 and beyond.
  • Chic Colour Palettes: Chic colour palettes are another design trend set to influence UX design in 2023. These palettes can create a visually pleasing and cohesive design aesthetic.
  • Human-Centred Design: Human-centred design will continue to be an important UX trend in 2023. Businesses are focusing on creating digital experiences that are intuitive, accessible, and user-friendly.
  • Voice User Interface (VUI): Voice user interfaces will become more prevalent in 2023. Businesses can create voice-activated experiences for their audience, improving accessibility and user engagement.
  • Augmented Reality (AR): AR continues to be an important UX trend. Businesses can use AR to create immersive experiences for their audience, such as virtual product try-ons or interactive ads.
  • Ultra-Fast Loading Times: Ultra-fast loading times will become more important in 2023. Businesses need to optimise their websites and digital experiences to load quickly and provide a seamless user experience.
  • Minimalism: Minimalism will continue to be a critical UX trend in 2023. Businesses are focusing on creating simple, clean, and uncluttered digital experiences that are easy to navigate.

Analytics and Performance Measurement

Understanding how to measure the success of your digital marketing efforts is essential. Tools like Google Analytics can provide valuable insights into your website traffic, user behaviour, and conversion rates. 

It’s important to track key performance indicators (KPIs) relevant to your business goals, such as the number of new visitors, bounce rate, and average session duration. 

Businesses can use this data to make informed decisions about their marketing strategies and continually optimise for better results.

Email Marketing

Email marketing continues to be a highly effective digital marketing strategy, with several key trends shaping the landscape in 2023:

  • Personalisation: Personalisation continues to be a top email marketing trend. Businesses are using data and AI to deliver personalised experiences to their subscribers, tailoring content to their interests and behaviour.
  • Automation: Automation remains an essential trend in email marketing. Businesses are using automation tools to streamline their email marketing campaigns, sending emails to the right people at the right time.
  • Interactive Content: Interactive content, such as gamification, quizzes, and surveys, is becoming more prevalent in email marketing. This allows businesses to engage with their subscribers and provide a more immersive experience.
  • Storytelling: Storytelling is becoming more important in email marketing. Businesses are using storytelling to create emotional connections with their subscribers and drive engagement.
  • Mobile Optimisation: With more people checking their emails on mobile devices, mobile optimisation continues to be an important trend. Businesses need to ensure their emails look good and function well on all devices.
  • Hyper-Personalisation: Hyper-personalisation is becoming more prevalent in email marketing. Businesses are using data and AI to deliver highly personalised experiences, going beyond just using the subscriber’s name.
  • Segmentation: Segmentation remains an important trend in email marketing. Businesses are segmenting their email lists to deliver targeted messages to specific groups of subscribers.
  • AI: AI continues to impact email marketing, with businesses using AI to automate tasks, analyse data, and deliver personalised experiences.
  • Visuals: Visuals, such as images and videos, are becoming more important in email marketing. Businesses are using visuals to grab their subscribers’ attention and drive engagement.
  • Privacy and Data Protection: With increasing concerns about data privacy, businesses need to ensure they comply with data protection regulations and respect their subscribers’ privacy.

In Summary

Several key trends will shape the digital marketing landscape in 2023. These trends offer many opportunities for small businesses, from the rise of AI and machine learning to the continued importance of user experience and email marketing.

By understanding these trends and adapting your strategies accordingly, you can stay ahead of the curve and ensure your business remains competitive in the digital age.

Whether it’s leveraging the power of micro-influencers, creating immersive AR experiences, or delivering ultra-personalised email campaigns, the future of digital marketing holds exciting possibilities.

Remember, the key to successful digital marketing is keeping up with the latest trends, understanding your audience, and delivering value that resonates with them.

Doing so can build lasting relationships with your customers, drive engagement, and ultimately, grow your business.


How important is it to have a consistent brand voice across all digital marketing channels?

A: Maintaining a consistent brand voice across all your digital marketing channels is extremely important. This helps reinforce your brand identity, build trust with your audience, and ensure a seamless customer experience. Whether it’s your website, social media posts, email newsletters, or any other form of digital communication, your brand voice should be consistent and recognisable.

What role does social listening play in digital marketing?

A: Social listening plays a crucial role in digital marketing. It involves monitoring social media platforms for mentions of your brand, competitors, products, and more. This can provide valuable insights into your audience’s needs and preferences, help you identify trends, manage your online reputation, and even uncover potential leads. By understanding what people are saying about your brand online, you can make more informed decisions about your marketing strategy.

How can I use digital marketing to improve customer retention?

A: Digital marketing offers several strategies for improving customer retention. Personalised email marketing campaigns can help keep your brand top-of-mind and encourage repeat purchases. Social media platforms can engage with your audience, provide customer service, and build a community around your brand. Content marketing can provide value to your customers and position your brand as a trusted authority in your field. Additionally, retargeting ads can remind customers of products they’ve shown interest in and encourage them to return to your site.

What is the role of interactive content in digital marketing?

A: Interactive content plays a significant role in digital marketing. It involves content that requires the user’s active engagement, such as quizzes, polls, interactive infographics, or calculators. This type of content can increase engagement, provide valuable insights into your audience, and improve the user experience. It can also make your content more memorable and help differentiate your brand from competitors.

About the Author

Des Dreckett

Des Dreckett is the eCommerce and growth Marketing Director of XenMediamarketing.co.uk: a writer, blogger and a paid media specialist.

Writing content to help you grow and build your business.

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