The marketing landscape for small businesses is constantly shifting, fuelled not only by AI-powered technologies such as ChatGPT and other GenAI offshoots such as Bard and Bing Chat Enterprise but also by ever-evolving consumer tastes and demands. But fear not, intrepid entrepreneurs and small business mamas! You can remain competitive despite the constant evolution with these top 3 affordable marketing tactics for small businesses.
1. Hyper-Personalization: Tailored Journeys for targeted audience
Forget the spray-and-pray method of marketing. Today’s consumers crave relevance and authenticity. They expect brands to understand their individual needs and preferences. This is where personalisation in marketing for small businesses comes in. Hyper-personalisation is the art of crafting unique experiences for individual customers.
Here’s how you can apply it:
- Ditch generic content: Analyse customer data to segment your audience based on demographics, interests, and purchase history. Then, create targeted content that resonates with each segment, such as blog posts, emails, and social media ads.
- Embrace dynamic websites: Personalise your website content based on visitors’ browsing behaviour. Imagine your bakery landing page showcasing your customers’ favourite cupcakes the moment they arrive.
- Leverage AI-powered chatbots: These virtual assistants can provide real-time support and product recommendations tailored to individual inquiries.
2. The Video Still Reigns: Short is Sweet, Engagement is King
Video marketing for small businesses still reigns supreme in today’s economy. TikTok, the leading platform in this space, is not showing any signs of slowing down. You only need to see the yearly TikTok Awards and the viewership it attracts to know that short-form video content is still king. But wait, there’s more! The trend for 2024 is all about live streaming. You see live streaming everywhere, and platforms like YouTube, which traditionally never did live streams, have now jumped on the bandwagon. What is more engaging than interacting with your audience in real-time? Audiences have proven they love interacting with their favourite creators, with statistics showing that 44% of viewers watch less T.V. due to live streaming, and the global live streaming market is estimated to reach over $247 billion by 2027 (source).
So, how can you jump on the bandwagon if you haven’t already?
- Keep it short and sweet: Aim for videos under 60 seconds. Focus on capturing attention quickly and delivering value, whether it’s a funny product demo, a behind-the-scenes glimpse, or a helpful tip.
- Go live and interactive: Host live Q&A sessions, product launches, or even virtual tours. Real-time engagement builds trust and fosters a sense of community. Add a sweetener by giving out prizes or holding competitions live to encourage your audience to interact with you and other viewers.
- Embrace user-generated content: Encourage customers to create and share videos using your products or services. This authentic content builds trust and expands your reach, and what’s best about this is that you, as a business, do not need to spend anything extra! Perfect for saving on advertising dollars!
3. Building Bridges: Creating community and encouraging social responsibility
These days, turning over a profit is no longer enough. Consumers are increasingly concerned about social responsibility and environmental impact, too. They seek brands that align with their values and actively contribute to a better world. This is why sustainable marketing for small businesses has become …. big business. Here’s how to build meaningful connections while contributing positively to the planet’s future.
- Champion a cause: Find a social or environmental issue your brand can authentically support. Partner with relevant organisations, donate a portion of the proceeds or raise awareness through campaigns.
- Embrace community building: Create online and offline spaces for your customers to connect, share experiences, and support each other. This fosters loyalty and strengthens your brand’s identity.
- Go green: Implement sustainable practices within your business, from using eco-friendly packaging to reducing your carbon footprint. Transparency and genuine efforts will resonate with environmentally conscious consumers.
The Key Takeaway
These trends are not mutually exclusive. Combine them to create a powerful marketing strategy that’s personalised, engaging, and socially responsible. Don’t be afraid to experiment, analyse your results, and adapt your approach. In 2024, the small businesses that conquer these trends will truly connect with their customers and thrive in the ever-evolving marketing landscape.
So, wear your creativity hats and embrace the digital age! If you need help planning and creating your content calendar for 2024, contact me and let’s make this year your most successful!
