Marketing Trends for Service Based Entrepreneurs 2023

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13 trends and predictions for service-based entrepreneurs in  2023

I’m finally on time this year for my annual gathering of marketing trends, insights, and predictions! I’m usually just in time for the Chinese New Year. (Happy year of the rabbit) 

It probably goes without saying that the past few years have brought on a LOT of changes. Some of them may or may not seem positive.

Some new trends have exploded in the last few months. Some are exciting and “sexy.” Some are disruptive. 

Some are timeless, but are mistaken for dead by “gurus” who rely on clickbait. 

I believe that the more we are informed about these changes, the better we can adapt and even leverage them so that we can continue to move in a positive direction.

Some of these trends are about marketing and technology, but others are more about human trends, social changes, and psychology.

I wrote a list of 13 trends and major changes that you may have already seen, or are likely to see happening this year.

Some of them are simple, and may feel natural to you. Others are more advanced, but don’t let that stop you from moving forward and creating more freedom for yourself this year. Don’t just go “outside the box.” Light that sucker on fire.

So let’s get started!

1. Establishing a niche, ideal client, and refining your message is more important than ever.

This hasn’t changed from last year. Let’s look at the health and wellness industry as an example, although this can apply to almost any service-based industry:

The focus on being the village healer and treating 100 conditions was already dying, even before the pandemic.

Now, people are less concerned about finding “an acupuncturist near me” but finding the BEST person who can help them with ______________. (post-menopausal weight gain, the real root cause of their  headaches, fertility for women over 40, ski and snowboard athletes, you get the idea.

You can also focus on what TRULY makes you unique.

Hint: what makes you unique is NOT your patented method, your study in Japan,  or the 60k diagnostic machine you just invested in. It’s about the HOW and WHY you work.. in such a way that keeps people coming back.

It’s your brand, your positioning, and what people love about you.

Seriously, you could position yourself as the go-to acupuncturist in your area for cyclists and mountain bikers, if it made sense for you. You could even expand beyond your local area as the “go-to-acupuncturist for bike people.”

Trying to “help everyone” is great, but it’s a lousy marketing plan. This doesn’t mean that you can’t help other people. It just means that you want to become KNOWN for ________.

The same goes for coaches and other services. If you position yourself as a vague commodity (I help empower women) then you won’t stand out from the crowd.

Without this step, any marketing you do is going to be a waste of time. Trust me, I’ve made this mistake.

This means that making yourself SEARCHABLE is also very important. (See #5 and #6)

What I’ve learned:

At times, I’ve struggled because I wasn’t REALLY nailing my niche and ideal client. I wasn’t attracting the kinds of clients I wanted to work with: service-based entrepreneurs who want to create more impact by scaling their businesses (creating something repeatable) and who were serious about getting shit done.

There, I said it. Making this bold statement, believe it or not, has made a huge difference. I let go of a few clients who were not aligned with what I was about, and stopped spending time in places where I wasn’t going to find qualified leads. As a result my energy level is much higher and I’m able to focus on gaining momentum and moving the needle in the right direction, so that I can continue to serve (instead of exhausting myself) This isn’t just about me, it’s about THEM too. (a win/win)

I’ve also gotten even more clear on my niche, ideal client, and messaging.  This is a normal process, especially when the world and the market is changing quickly, and as we continue to learn and grow.

2. Transformational experiences instead of transactional sessions

transformational healing

This isn’t so much a trend, but a shift.

Just as having a vague idea of the people you serve can devalue your services.. when you position yourself as someone who delivers an hour of service, or 90 minutes (or whatever) you become a commodity.

The patient or client perceives that the value they are getting from your services are based on how much time you put into it, instead of the results over time. The expectations of what happens in that hour can be a lot, for BOTH the patient and the practitioner.

It is important to remember that you are selling a plan, a process, or a strategy, and you are the guide.

When someone is really, truly, serious about a solution to a problem or the fulfillment of a desire, they are willing to pay a SET PRICE based on the overall value they get from the experience. They are paying you to take them from point A to point B. They may be paying you to give them the tools that THEY need to set them up for success, depending on their preferences and personality. 

And perhaps they are even paying for continuing support once they “graduate” from this process.

If you are a healthcare provider, this approach will be refreshing. The old way is going the way of rushed, impersonal, traditional healthcare. (Which can feel exhausting and unfulfilling) The new way is about adding more tools to your toolbox.

Because there’s too much pressure to be a “healer” within a short time slot. That’s not a strategy. It’s a series of tactics.

I see this as a FANTASTIC opportunity, if you can see it. This year,  people will continue to start taking  more responsibility for their own well-being.

What I’ve learned:

Just as I wouldn’t have a patient tell me what acupuncture points to use.. I’ve stopped offering “lever-pulling” services for an hourly fee. For example, I don’t use the “order taking” model for building a website. Part of my job is to create a beautiful website that reflects who they are, with of course, their input. But there’s more to it than that.

Sitting back and having someone get into “pixel nitpicking” while missing important pieces about design, user experience, SEO, and marketing function wasn’t helping me, and it wasn’t helping the client.

What does help is offering a package with structure that guides the client through the process. whether or not they know anything about what goes into creating an effective and powerful website. I also offer my services as a marketing strategist, specializing in systems and workflow, which really helps clients get the most out of their websites.

I also have a DIY option.. so that those on a budget or who want to nitpick pixels can do so at their heart’s content.. but they will still end up learning the basics of an effective website.

It takes the burden off of them, and allows me to do better work.

Do you have other offerings besides just time slots?

If you have not already begun to position yourself as a service or health care provider who isn’t selling time slots, but an overall strategy, I urge you to start this year to start building a creative offering in addition to your “time slots.”

Give people the tools they need and provide them with a fantastic overall experience that’s worth every penny, without grinding yourself into the ground with the hourly model of delivering your services.

It’s a win/win for both you and your patients or clients.

This sets the stage for the next few trends I’ll mention:

3. Creative Offerings 

Let’s use the health and wellness industry as an example again, knowing that it can apply to almost any type of service provided.

As people start taking the management of their health into their own hands (The DIY health movement) more people are looking for ways not only to get information, but to stay on track on a monthly basis, get support, and stay motivated.

At the same time, the resources available to service-based entrepreneurs may have shifted.  There may be more physical space available, or less. There is new technology that is more accessible than ever before, such as platforms that include everything you need to build and promote a course.

It may be a good time to consider other ways to teach and offer support, online, offline, or both. Perhaps it’s a good time to consider offering physical products that enhance your services.  

The old paradigm was all about transactional, hourly appointments for delivering a service, such as acupuncture or coaching. This model, in my opinion, is no longer adequate, and now both service providers, health care providers, and consumers have more of a diversity of options to choose from.

People can shop and do yoga and learn a new skill online. They can do just about anything online. Not that it’s always the best solution, but there you have it.

Because of the shift to transformational care or experiences, the emphasis now is also more about getting results. Not just showing up for another string of appointments. Now we can provide support and accountability.. and we can do it without having to spend hours working with patients or clients for often low pay, a ton of unbillable hours, and a LOT of overhead.

In this sense I’m still thinking the same as I did 10 years ago: There has to be a better way, and now there is.

In addition to the memberships, courses, programs, and other digital offerings I’ve been talking about for several years now, we can customize a bundled offering or really think outside the box, based on what we have available to us.

Examples:

  • A space can be repurposed. It can be used for classes, rented out, or used for other projects or enterprises.
  • Workshops can become bundled into entire curriculums
  • Classes can be taught, recorded, and made available for purchase
  • Support and accountability can be woven into a patient experience, via group programs, apps, and other creative ways

I could come up with even more ideas, but I’ll move on to the next trend..

4. Combining automation and personalization with human interaction and networking

online wellness course

Many service providers and wellness professionals I’ve talked to seem to think that automation or AI means LESS personalized attention and care.

This is not true. It’s also not an “either or” proposition. 

There are buzzwords that may be difficult to explain, and tend to be ignored, such as personalization, dynamic content, AI generated content, and automation based on how the user interacts with our content or brand.

So I’ll translate.

It means that you can set up systems so that depending on what someone does once they take a quiz, read a blog, click on a landing page, make a purchase, fill out a field or a survey, or otherwise indicate a PREFERENCE, that preference will be honored.

This means that those who got a certain quiz result or checked a box “beginner” or “advanced” will be on a different track than others who interacted differently.

Those who already bought from you won’t get more emails about that product. Those who WANT to hear more from you about a certain topic will, and those who do not, won’t.

This is why you carved out a niche.. so you can serve them on a deeper level, instantly, without having to do everything manually, OR send the same stuff to everyone, which is what is ACTUALLY annoying to your tribe! (spammy) If you take the time to segment (sort) your subscribes so that you can send only relevant content, it can make all the difference.

This isn’t as hard to set up as you might think, and is based on a visual flow chart. (I teach classes on this very thing) IF you have an adequate email marketing service.

On the other hand.. the value of a good human network isn’t’ going away any time soon. Cultivating a network is more important than ever as people emerge from several years of isolation, inflation, and not-so-fun times for many.

I would say that there are more creative ways to network and collaborate than ever. One of my favorite ways is via guest podcasting. It’s a great way to go deeper and have conversations with interesting, influential, and complimentary people.

When you find a way to COMBINE the 2, it can be VERY powerful.

For example, as a guest on a podcast, (a human, nuanced, deeper experience) you can provide a link to just about anything. If your goal is to grow your email list, there are many ways to set up an automation (I LOVE quizzes and sorting based on results) so that you can focus on the preferences and needs of your subscribers.

Your subscribers may then receive personalized and focused emails that tell them about future podcasts or other offerings they may be interested in, instead of just “blasting everyone” with the same content. See how this works?

5. Content marketing/SEO is your “garden:” This means higher quality leads, earning more trust, and less pressure to “sell.”  

Do a Google search on natural immunity or natural ways to boost immunity to see what I mean. It’s still getting  harder for individual clinic owners to compete with larger brands or big tech algorithms.

Don’t let this get you down, but you will need to think a little more strategically than you may have in the past.

That’s why content marketing is probably here to stay.  I’m talking high-quality and unique, not “turnkey” or syndicated content. This isn’t a new trend, but it’s probably more important than ever.

Content marketing and search are interconnected. In order to position yourself as an expert in your niche, and to be found, you’ll need to produce content with a few strategic keywords, on a consistent basis.

There’s another reason why you may want to get your blog fired up and running.

Content, in case you haven’t already heard, is the best way to earn the trust of your audience.  It does most of the heavy lifting for you when it comes to selling. Who wants to have to start from scratch, explaining what they do, follow a script, and feel stressed  when on a discovery call? Not me. By the time a lead gets to this point, they should already be somewhat familiar with your work.

Good news: You can still carve out a niche for yourself, in this new era of the niche.

Even better news: You can “cheat” and still produce high-quality content. You don’t need to write a blog every week. You can start building  a good library of your own intellectual property that you can:

• Re-use, by turning the blog into a podcast, a speech, modules in a course, chapters in a book, etc

• Re-cycle, by promoting the same blog at say, the same time every year. For example, let’s say that every March, you focus on the effects of sugar and sugar addiction. You don’t have to re-write it every time you want to use it. You can dust it off, update it as needed, use it, and put it back on the shelves again for later.

Note: refreshing and updating old content has been shown to improve SEO just as much as creating brand-new content!

• Re-purpose. For example, you can create a weekly live stream that you can record and use the audio for your podcast, or an interview you can transcribe online (using AI tech, such as Otter.ai) and use for a blog. There are many more possibilities.

Don’t forget to capture all your great content ideas as they happen. Keep a notebook or other “idea container” nearby. (I like Asana.. I have a separate area just for idea downloads)

Is SEO just about good writing?

6. The (further) evolution of Search

Every year, some experts like to declare  that SEO is “dead.” (eyeroll) The truth is, as long as people are searching for stuff on the internet, there will be a need for SOME kind of SEO. Not just for big corporations (who will still need to invest in it) but for solo entrepreneurs as well, to an extent.

Especially for health and wellness practitioners:  80% of people online have searched for a health-related topic online. (1)

This next section applies mostly to those who deliver services that could have a huge effect on the physical, financial, or mental well-being of a client.  Often referred to as YMYL (Your money, your life) Google’s algorithms favor websites that display authority, expertise, and experience.

This means you need to know your shit, to put it bluntly, or you’ll have a hard time ranking.

Your ideal patient or client is likely to do online research before choosing a healthcare provider or wellness professional.  You can be the “Dr. Google” in your niche. (just remember that Google isn’t the ONLY search engine out there.. YouTube, Pinterest, and Amazon are also search engines that you can leverage)

However, not everyone is looking for the status quo when it comes to health information.  Many are tired of being told what to do or think. That’s why there’s more than one expert in any given profession, and why offering a fresh perspective can be a VERY good thing.

A few things to remember about SEO (for all types of service industries) 

  • SEO is a “long game.” Think of SEO as a fruit tree that  you plant in your garden that takes some work up front, and doesn’t seem to produce quick results. But then after a year or two, it starts to bear fruit with less and less effort.
  •  The first page in a Google search is a finite resource, and is only getting more crowded and expensive.   Like beachfront property in the Bay Area.

This is why, as I mentioned above,  if you create a blog entitled “How to naturally boost your immunity” you’ll be outranked. Even if it’s a less charged topic like how to manage headaches naturally.. you may still be outranked by the big players like WebMD, even if their blog is shallow and outdated, and yours is innovative and based on the latest research in your field.

Don’t let the tech, med, and pharma mega companies discourage you. You went to school. You did the work. You have experience. You will have an audience who isn’t looking for a quick fix, but a real solution, and is more aligned with you than the big giants that take up so much Google real estate.

  • What “big tech” considers to be “good” information vs. “misinformation” can be very subjective, which many wellness practitioners have discovered, the hard way.

Nor is this process entirely free of politics and conflicts of interest, or lack of rational thought. For example, there is solid evidence that shows that  zinc deficiencies are connected to a diminished immune response, but information like this gets bumped in favor of the great mask debate.

Whatever your take is on this, just know that you may need to adjust your game or think creatively and strategically if what you provide are ways to empower people when it comes to their health.

  • It’s unrealistic to spend hours and hours descending into the rabbit hole that SEO can become. Trying to predict what Google is going to do next can be like becoming a part-time stock trader.

I can relate.

You do NOT need to waste your energy fighting against any of this, but it does NOT mean that “SEO is dead” or isn’t worth your time. (or money)

And now for some GOOD news…

  • Content: The good news is that if you keep creating HIGH quality content that answers the questions that your very SPECIFIC ideal client or patient is looking for, you are already more than halfway there.
  • Keywords: “Long tail” (a longer, more specific and targeted phrase) keywords are great for answering specific queries. Although search volume is lower, they are much easier to rank for, making it more likely that visitors will land on your website instead of your competitors’s site.

For example, “Chiropractic” has a huge search volume, but it’s way too competitive to rank for. Even “chiropractors in Tucson” could be competitive, as a great geo-targeted keyword.

But “10 root causes for headache pain that can be helped with chiropractic” is a  phrase (keyword) that not as many people may be searching for. It is less competitive and may better answer the queries that your ideal patient may have.

This is an example of a niche or “long tail” keyword.  Note: “Stop words” such as for, the, at, etc, are no longer a negative thing. Google is getting smarter at reading real human sentences and figuring out context.  

• You may NOT need to rank in the top 5 for every keyword.  People are not necessarily clicking on the first thing they see in a search anymore, because there’s more ads and Google features than ever before at the top.

For example,  if someone is looking for natural remedies for their headache, and they are a savvy ideal patient, they may be used to scrolling down a bit further to find what they are looking for.

It depends on your ideal client/patient and the stage that they are at in the buyer’s journey. My patients tended to do a LOT of research, and were looking for solid content (blogs) to back up the claims of the practitioner. So this person might scroll past the WebMD stuff because they are looking for an acupuncturist near them who ALSO is able to meet their specific needs AND aligns with their own values, not just the first thing that pops up in a search.

This person is also VERY ready to buy. As in their credit card is out and ready to use. Don’t overlook the opportunity to attract what could be the most qualified leads you can possibly get, just because you aren’t focused on creating great content and doing a little keyword research. 

Also, take voice search into consideration. What people type and what they say may be entirely different, when looking for a wellness professional.

Think of SEO as the “bridge” that will help your ideal client or patient FIND you online!

7. The Decentralization of social media platforms AND the entire web

Social media platforms are still sprouting up like crazy. Some are doing well (TikTok) and others have died. (Remember Vine and Clubhouse?)

We also have other options: The more “siloed” platforms like Mighty Networks and the built-in communities that can be created in the same software we use to deliver courses, such as AttractWell or Zenler.

I think this is a good thing.

There are a lot of people who for various reasons, are not happy with having one centralized place to interact with people online. Some, (I’m sure you aren’t surprised) are opting out of social media altogether, or paring down their time spent on social media in 2023.

For better or for worse, I think that checking out other options isn’t so much about “shiny objects’ anymore, but about hedging your bets.

Because of this, I think that it will probably mean that we’re going to have to show up in more places than just the good ol’ Facebook page if we want to remain relevant and visible.  (See #11)

8. AI, Web3, and the evolution of how we live and work

Remember the days when it was hard for us to wrap our heads around the concept of email, or the implications of the internet?

(Yes, I’m dating myself)

Expect a similar evolution with AI. Right now, it’s still in its infancy.  I sometimes use it to help get me started with creating written content, but to get to a final result I’m happy with, it still takes some filtering, tweaking, and editing.

I’ve been keeping my finger on the pulse for its possible far-reaching influences/effects on not only writing, but coding, music composition, and more.  I think it would serve any entrepreneur to start learning more about it. Like it or not, its coming, and it’s better to be informed.

I’m not able to speak to this yet, at the time of this writing, in a way that is authoritative, but I’m learning.

Web3 at this point, isn’t widely understood, even by myself. Some say it’s just a trend, or that it won’t fully take off.  (That’s what was said about email and the internet)

I can’t speak to this yet, but this year I’ll be diving in, and will update this blog as I learn  more.

What I CAN speak about with some authority is about how we live and work. I’ve been a digital nomad for about 5 years now.  At first, I was frustrated by how the entire world seemed to be stuck in the “version 2.0” (A phrase I’m borrowing from the book Network State)

What does this mean?

  • Identity  based on geographical location, and isn’t portable
  • Work that can only be performed in one place, and is delivered in only one way
  • Unnecessary bureaucratic hoops to jump through
  • Infrastructure that is unable to support fluid movement or remote work
  • Headaches in getting paid due to tech glitches, fraud alerts, potential account holds/freezes, and weird bureaucracy
  • Time zone bias (the world does not revolve around NY time)
  • Exclusion from what many consider to be “real” communities

Trust me, I’ve kept a whole list of everything.. from my identity being tied to a US phone number to having to purchase a VPN to watch Netflix to the old school way the IRS handles expat taxes.

This is all beginning to shift due to the pandemic, the normalization of digital nomadism, and the shifting of the population all over the world due to the war and inflation.  Places that many of us may have never considered living in or working in, may become viable or desirable.

Lifestyles that may have seemed odd may now seem normal.

What does this mean for you? I personally know more than a few people who are choosing to live outside the US or travel within the US full time, as they continue to offer their services. Now this is possible.

Web3 may change some of this. I’m not sure how it’s all going to shake out yet (where’s my crystal ball) but it’s worth it, I think, to monitor and be prepared for.

I’ve been keeping my finger on the pulse of practitioners who want more flexibility and mobility, but may feel trapped by state licensing boards and regulations. I think that the solution for now, could be to add a coaching element to your current practice.  It sounds like a lot of work, but I also think it could be a good way to diversify income and hedge bets, especially if running a huge clinic isn’t something you want to pursue right now. 

For other types of service providers, the ability to work from home, or even abroad, is already becoming more mainstream. 

There are so many creative ways to work.. I am thinking positively. And I would love to hear from you!

The only thing I’m certain of is that change is inevitable.

9. Clear, concise, and patient/client-centered websites 

Websites aren’t going away any time soon, despite any noise you may have heard on the contrary. We still need a hub for our businesses that allow us to showcase our expertise and branding, and allow us to control the narrative and message without any filtering, distractions, ads, censorship, or any other random variables that are present on rented space.

I still, in 2023,  see a lot of health and wellness websites that leave me wondering exactly what it is the business does.

For example, a lot of functional medicine websites don’t focus on the patient, but the methodology. Even when it’s not confusing, it’s not always crystal clear how the service can help take a patient from A to B.

LIfe coaches and healers make a similar mistake by making weak and vague promises like “helping you step into your power” or “holding space.” These phrases mean almost nothing. The focus also tends to be on the healer, or coach, not the patient or client.

This year, websites will need to be CRYSTAL CLEAR and concisely explain the benefits to the visitor.

One of the more popular ways for achieving this goal is the Story Brand framework.

Storybranding isn’t a new concept but it’s not going away any time soon. (See #13) Websites that are confusing, make the practitioner or clinic the “hero” of the story, (instead of the patient or client) or that don’t make it VERY easy to book online, will likely not be very effective. Visitors will bounce off the site, never to return.

More than ever before, a health and wellness website needs to be patient-centered, not doctor-centered.

10. Community Building

This is something I’m learning organically, via experience.  It’s not something I excel at (yet?) but it’s important to mention.

I DO know that I’m isolated as a digital nomad, and I suspect that I’m not the only one who has found themselves in a position in which the traditional, local community isn’t a viable option.

Others may be technically living in a community, but have felt less human connection due to the events that unfolded in the past few years.

On a positive note, online communities allow us to gain access to a much bigger pool of other human beings that share similar values, goals, desires, passions, and work.

Online communities allow us to really focus on these connections in a way that may not be possible “IRL.” Some local/geographically based communities may still have a strong “scene” whether it’s tech, music, outdoor sports, culture, etc. I think this is great.

However, having online communities can make it possible to reach more people around the world, each with a different perspective on a given topic, which can in turn lead to a deeper understanding of a shared goal or passion.

Perfect examples include digital nomadism and surfing. We get to compare notes!

Because people are far more likely to buy from others whom they trust, share similar values and interests with, and otherwise “vibe” with, communities will continue to play an important role.

Communities are also a great way to share educational content, stories, and more, which keeps your audience on YOUR platform, instead of getting distracted and going elsewhere.

For this reason, I’m predicting that online communities will need to evolve beyond what Facebook is offering. Even though its share in this market is huge, there’s some weaknesses, and I’m glad to see more players entering the game, such as Mighty Networks (and probably more that I either haven’t though of as I write this, or will spring up in a few months)

11. Wider and more efficient distribution of your content 

In the not too distant past, there really were only a few channels of distribution available for our content.

In plain English, that meant that maybe we had a blog on our website and posted on Facebook and Instagram.

Today we have:

  • Pinterest and YouTube, which have become much more sophisticated as an efficient way to get more qualified leads (people who are actively searching for what we offer)
  • TikTok, (also a search engine) is exploding to the point where it’s bigger than Google
  • Twitter and LinkedIN (great for rubbing elbows with celebrities and thought leaders)
  • Alternative search engines
  • Community-based platforms like Mighty Networks
  • Amazon. Some people leverage its search engine and let their books do most of their marketing, or combine it with:
  • Podcasting, which is still going strong
  • Conferences, summits, and speaking events, both virtual and face-to-face
  • Traditional networking channels

..and even Web3 experiences.

As a business grows, yes, we’re going to have to show up in more places than just that Facebook page we relied on a few years ago. (I could even include a whole new addition to this list about what I think the fate of Facebook will be)

When we first start out, it makes sense to focus on one channel and master it. That’s what we’ve been told to do for years. But in today’s competitive market, we’re going to have to expand at some point. Of course, we need to be realistic about the time we have, but this idea may not be as impossible as you might think.

What I’ve learned/insights

1. Due to the declining reach, the amount of work/time it takes, the fact that it’s largely out of my control (downtime, account suspensions for violated “community standards” and the poor ROI) I’m not relying on Facebook to get qualified leads.  I use it primarily for community building, my “research laboratory” and a communication channel.

2. How the HECK do I do all of this? If you guessed reusing, recycling, and repurposing (#5) you would be spot on! This blog is a great example. I don’t rewrite the entire thing every year, I update it as needed. Granted, this particular article requires a little more time and research to update.

Other blogs require only minor updates as I learn more and grow, and as the market and technology changes. That’s why I don’t write a new blog every week.

When I record videos or livestreams, I clean up the sound (I can do this with a few clicks) to use for my podcast. If I wanted to, I could start there, and use a transcript for show notes or edit it for a new blog.

I also use a little trick called “splintering.” It’s easy for me to write. Again, this blog is a perfect example.

It’s longer form content, already easily broken down into 13 concepts I can talk about separately, and even expand upon, in a short video or podcast.

Having systems and a workflow in place is also critical. This won’t happen overnight, but the goal is the “omni channel” approach.

I go into depth with this concept in some of my workshops and free trainings, and dive even more deeply in the Future Proof Your Business Toolkit.

12. Email is still as strong as ever

Want to know what hasn’t changed? (This is the section of this annual blog that needs the least amount of updating) It’s the “jeans and T shirt” version of all the marketing channels available today.

The longevity winner for all things digital marketing goes to EMAIL marketing.

Email also isn’t going anywhere, anytime soon, even if “clickbait” headlines like to grab your attention by saying that it’s dead every year.

It’s not just me, either. Almost every single other digital marketing expert will tell you the same.

Email isn’t sexy, but it’s the best place to keep the conversation going and maintain a relationship with your list. It has a far more impressive ROI than any other channel, at around $37 per each dollar spent.

Statistically, email is by far the most likely place where someone will end up buying that high-ticket item from you, because they already let you into their inbox, and because of this, you will provide nothing less than a generous dose of high-quality info to earn their trust.

You also own it outright, which isn’t the case for social media platforms.

You can use email to promote and deliver your new program, event, membership or course as well!

13. Using Storytelling in your marketing

Storytelling isn’t actually a new concept. It’s been around for a few years, and has been a big buzzword in marketing for a reason.. it works.

People connect to story more than straight information, bullet points, or explanations about what we do. Our brains, as humans, are wired this way.  Stories are one of the BEST ways to make sense of information and determine if the information will help us survive and/or thrive.

This concept can be applied to just about ANY aspect of our marketing.

You can find out more in another blog I wrote on this very topic!

The bottom line.. Pick even 1 or 2 strategies (besides email, which is an absolute essential) and start building some momentum. 

If you are a natural strategist.. you may have already started assembling your own strategy.

You could end up WAY ahead of the game! 

Bonus trend: NOW is the time to expand, not contract when it comes to your business.  Even if you are dialing it up just a notch, you’ll probably be glad you rode out all the uncertainty that seems to be influencing every decision humans are making, at least at the time of this writing. 

I believe that the ones who make the decision to remain committed and invest whatever time, money, or energy they can in their businesses will be the ones that come out way ahead as (hopefully) everything starts to stabilize a bit. 

Need help coming up with a strategy for 2023?

You may be 100% ready to implement a strategy. There’s only one problem:

You need to get your first vision out into the  world FAST.

This is why I created the Future-Proof Your Practice Toolkit. It’s a step-by-step strategy, laid out for you in an easy-to-follow chronological format.

From mindset to tech, I’ve got you covered.

Learn more about the Future Proof Your Practice Toolkit.