Over the last 15 years, I’ve seen a number of changes in the marketing world. As we all navigate these changes in our business, there are a few trends and strategies I’ve seen grow and will continue to grow in 2024.
While adapting to some of these changes may be challenging, they present opportunities for small business owners to grow and thrive in ways that weren’t possible just a decade ago.
Now… You might wonder how a small business owner can keep up with the rapid changes and maintain business growth. Here are a few strategies to consider as a solo entrepreneur or someone with a tight-knit team.
1: Embrace the power of social media and short-form content
Video content has been a rising trend for years, and it’s time to leverage its potential. It’s no secret how popular video content is, and there’s no sign of it slowing down.
The good news is that there is no shortage of the kind of video content you can create. You don’t have to limit yourself to face-to-camera content if that’s not your style or if it doesn’t make sense for your niche or business.
Here are a few alternatives to face-to-camera:
- Utilize B-roll footage with text overlay
B-roll footage can be literally anything with text overtop relaying whatever point you’d like to make.
If you’re selling physical products, maybe your footage is of you buying the materials you need to sell said product or packaging up the product to send to customers.
If you’re a speaker or author, maybe your footage could be of you walking to your destination or around your neighborhood with a quote from your book or speech.
If you’re a service provider, maybe it’s you working with a text overlay explaining how to work with you.
This is a great low-lift way to create video content without needing to outsource.
- Extract snippets from longer videos or podcasts
If you happen to have a podcast or long-form video content from another platform, then you can repurpose those into short-form content.
Not only is this a great way to lengthen your content life, but it gives people the chance to find out about you by creating an omnipresence on different platforms.
Voiceovers are great for video walkthroughs of events and tasks. For example, if you’re going to an event and are recording footage, you can create a voiceover explaining each aspect of the event.
If you’re comfortable with recording face-to-camera short-form videos, you can also create videos of you answering FAQs from your audience. This is a great way to produce easy-to-digest content while also building a connection with your audience.
2: Infuse humanity into your brand
Another thing you may want to implement or increase in 2024 is the humanness we’re bringing into our marketing.
AI is on a fast incline, and customers can feel the sting of it. AI has its place in the marketing world and it’s definitely helpful in many cases, but what customers really want is to interact with people. People buy from people, and it’s more important than ever that we communicate with empathy and a sense of relatability.
You may have noticed how much more personable brands have become over the last few years. This is completely intentional–the memes, jokes, behind-the-scenes information, and personal stories.
Your authenticity matters and it’s exactly how you’re going to find your target market… By showing up as exactly you.
Where can you infuse more personality and that human aspect we’re all craving?
- Your website
- Your email marketing
- Your onboarding process
- Your social media platforms
3: Capitalize influencer marketing
Statistics by Hubspot show that 56% of marketers are investing in micro-influencers–a strategy that can significantly benefit small businesses. Why? Because micro-influencers don’t come with the high price tag of mega-celebrities.
Micro-influencers may have a smaller audience, but their reach is stronger because they tend to have a highly engaged audience who are more likely to invest in the businesses they support.
They have more of a “friend” feel and I don’t know about you, but I know I’m more likely to buy something if a friend recommends it versus an A-list star.
Low-lift implementation
These 3 strategies have the potential to be low-lift and something you can execute on your own or with a small team. It may just require a bit of planning.
Want to create more video content? Set aside time to record.
Want to update your website and emails? Put it in your calendar.
Want to engage with micro-influencers who may be a good fit for your business? Add it to your routine.
But remember this… You don’t have to do it all at once. Start with one thing at a time. The quickest way to be overwhelmed is trying to take on too many things at one time. Start small and build from there.
And if you’re thinking you’d rather have someone else take the reins on your 2024 marketing strategy, then look no further–brandiD is in your corner.
About The Author
Rachel Gogos is a multi-passionate entrepreneur with a strong desire to help people by creating strong personal brands and businesses. She’s personally launched dozens of books, e-products, and services; and hundreds of products and services with her clients. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel for the organization’s first website.
Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into each and every website for brandiD’s clients.
And check out her book, Build Your Brand: The Distinctive Guide to Soul-Based Marketing. It will help you uncover your personal brand.