2024 Marketing Priorities for Small Businesses

Welcome to 2024, the year where focusing on marketing priorities will be more important than ever before. A tremendous amount about marketing has changed over the last year or so — and far more change is on the horizon.

2024 will most certainly be a pivotal year for small businesses aiming to make a significant impact in the market. This year stands out as the time to get ahead of marketing trends, and likewise will be the ideal time to amplify marketing efforts. Diverging from some of the strategies of previous years is seemingly all but necessary with the onset of AI.

In this article, we’ll explore realistic and achievable marketing strategies tailored for small businesses. These approaches are designed to be impactful without requiring overwhelming effort.

With the recent light speed progression of digital marketing, pushed ahead by generative AI (GenAI), tried and true tactics are about to get turned on their head. Let's explore what your marketing priorities should be this year, the impact of AI on marketing, and how a diversified strategy is truly necessary to not fall behind. We'll also discuss an upcoming drop in organic traffic and strategies to avoid those impacts.

Personalized Marketing: The Key to Customer Engagement

Before we get into what digital marketing priorities you should focus on in 2024, let's discuss personalized marketing. This topic is generally though of as something only large business can do, but that's not true at all. In fact, with a good Customer Relationship Management (CRM) tool, it's quite easy to segment your audience into different groupings.

Personalized marketing stands at the forefront of today's customer engagement strategies, transforming how businesses connect with their audience.

At its core, personalized marketing is about tailoring marketing messages and offers to individual customers based on their preferences, behaviors, and past interactions. This approach moves away from the traditional one-size-fits-all marketing tactics, diving into a more nuanced, customer-centric approach.

Not only does personalized marketing more effectively target the interests of your customers, but it also helps to avoid customer disenfranchisement — where customers become disillusioned with seemingly spammy, off-interest marketing efforts. With customers more willing than ever to unfollow a brand on social media, or unsubscribe from email marketing, staying relevant to each individual customer means a more effective marketing strategy.

The benefits of incorporating Personalized Marketing into your marketing priorities include:

• Personalized Marketing involves using data, analytics, AI, and automation to create unique customer interactions.
• It differs from regular personalization by using real-time and behavioral data for more individualized experiences.
• Benefits include reduced marketing costs, improved ROI, increased revenue, enhanced customer experiences, and stronger brand loyalty.
• Challenges include the risk of appearing too intrusive and potentially boring customers with repetitive content, which can be solved by focusing on quality over quantity.

Individualized Experiences

What makes personalized marketing truly compelling is its ability to create a deeper, more meaningful connection with customers. By leveraging data analytics and customer insights, businesses can craft messages that resonate personally with each individual. This is not just about addressing someone by their first name in an email; it goes deeper, encompassing personalized product recommendations, customized content, and even tailored shopping experiences.

The outcome? Customers feel understood and valued, leading to increased loyalty, higher engagement rates, and ultimately, a stronger bottom line for businesses. Old-style marketing messaging will begin to seem antiquated and out of touch. With the upcoming explosion of GenAI, personalized marketing isn't just a nice-to-have; it's a critical component of a successful marketing priorities strategy in 2024 and onward.

Targeted Marketing Messages

Personalized marketing marketing messages can be utilized to resonate with specific audience segments, allowing businesses both small and large to focus on business segments where growth is desired. This involves leveraging data analytics to understand customer needs and preferences, enabling businesses to send the right message to the right person at the right time.

A great example of this is understand buying habits of customers, offering products at timely intervals based upon purchasing habits. If a customer seems to purchase ink toner every 3 months, offering a subscription which they can sign up for that includes a discount provides both convenience and saving to the customer, while establishing a loyal and dependable customer for the business.

Digital Marketing Priorities for 2024

As we venture into 2024, the landscape of digital marketing continues to evolve at a rapid pace, and staying abreast of these changes is crucial for businesses aiming to maintain a competitive edge. High on your priority list should be the diversification of marketing efforts. This continues to include blogging and posting to social media, but additional efforts to adapt to marketing changes in 2024 will become crucial. Let's dive in.

#1 Social Commerce Integration

If you sell online, the most important of all marketing priorities for 2024 would be selling on social platforms. Social commerce integration is reshaping the way we think about online shopping, seamlessly blending social media experiences with e-commerce. This exciting development in the digital landscape is all about leveraging social networks as platforms not just for marketing, but also for the direct selling of products.

Imagine scrolling through your favorite social media app and coming across a product that catches your eye. With social commerce, you can purchase it right there and then, without ever leaving the app. It's convenience and engagement wrapped into one, a true testament to how technology is continuously enhancing our shopping experiences.

What's fascinating about social commerce is its ability to utilize the social aspect of shopping. It's not just about buying; it's about sharing experiences, opinions, and recommendations. Social commerce taps into this by allowing users to easily share their favorite products, write reviews, and even participate in group buying.

This integration creates a more dynamic, interactive shopping experience that can significantly boost customer engagement and loyalty. Moreover, for businesses, it opens up a treasure trove of data about customer preferences and behaviors, enabling more targeted marketing strategies. When developing your marketing priorities this year, you should know that social commerce integration isn't just a trend; it's becoming a crucial component of a comprehensive digital marketing strategy, offering a blend of convenience, personalization, and social interaction that today's consumers increasingly seek.

Relevant social commerce platforms include Instagram Shopping, Facebook Shopping, the TikTok Shop, Twitter/X Shops, Pinterest, and SnapChat. Of course, we can help you set social commerce shopping up.

Reach out to us to discuss how we can help!

#2 Video Content Dominance

Heading into 2024, the importance of video as one of the top marketing priorities cannot be overstated. It's not just a trend; it's a fundamental shift in how consumers engage with content. With marketers fully coming to terms with short attention spans, with fierce competition for eyeballs, video emerges as a kingpin in the arena of digital marketing. It's a dynamic, versatile medium that can tell a story, convey emotions, and deliver complex messages in an easily digestible format. This is particularly crucial as consumers increasingly prefer quick, engaging content that entertains as much as it informs.

The beauty of video lies in its ability to adapt and evolve. Whether it's short-form videos for platforms like Instagram and TikTok, live streams on Twitch, or more traditional long-form content on YouTube, there's a format for every marketing goal and target audience. Video content also boasts higher engagement rates compared to other media types, with consumers more likely to like, share, and comment on video content. This not only helps in amplifying brand messages but also in building a community around the brand.

In 2024, video marketing is also set to leverage emerging technologies like augmented reality (AR) and virtual reality (VR), offering immersive experiences that were once the stuff of science fiction but are now a reality. In a nutshell, video is not just another tool in the marketer's toolbox; it's a critical element for any successful digital marketing strategy, with the power to transform how brands connect with their audiences and stay ahead in the ever-evolving digital landscape.

#3 Mobile-First Marketing

Another one of your marketing priorities for 2024 should be mobile-first marketing. This trend is all about designing marketing strategies with mobile users at the forefront, acknowledging that the majority of internet browsing, social media engagement, and online shopping happens on mobile devices. It's a reflection of how consumer habits have evolved, with smartphones becoming our go-to for almost everything digital. The idea is simple yet powerful: prioritize the mobile experience to meet your audience where they are most active.

What makes mobile-first marketing so pivotal is its focus on creating seamless, user-friendly experiences specifically for smaller screens. This includes everything from responsive website design to mobile-optimized emails and content. It's not just about making things look good on a mobile device; it's about ensuring functionality and ease of use. For instance, larger buttons for easy tapping, readable fonts, and fast loading times are all critical components. Furthermore, the rise of mobile commerce means that businesses need to streamline the shopping experience on mobile devices, making it as easy as possible for customers to browse and purchase. In essence, adopting a mobile-first approach in 2024 as one of your top marketing priorities is not just about keeping up with the trends; it's about understanding and adapting to the fundamental shift in consumer behavior, ensuring your marketing efforts are as effective and engaging as possible in a mobile-dominated world.

#4 User-Generated Content

Much like in the prior few years, in 2024 user-generated content (UGC) should undoubtedly be a cornerstone of your marketing priorities. This trend, which harnesses the power of content created by customers like reviews, testimonials, and social media posts, offers an authentic and relatable perspective that branded content often can't match. Think about it – when was the last time you tried a new restaurant or bought a product without checking out what others had to say about it? UGC taps into this natural inclination for seeking peer opinions, making it a potent tool in your marketing arsenal.

The beauty of UGC lies in its inherent trustworthiness and relatability. When potential customers see real people, not actors or models, enjoying or recommending your product, it adds a layer of credibility that's hard to achieve through traditional marketing. It's like having a friend recommend something, which often holds more weight than a polished ad. Additionally, leveraging UGC is an excellent way to engage and appreciate your existing customers, making them feel like an integral part of your brand's community. This not only boosts customer loyalty but also encourages others to share their experiences, creating a self-sustaining cycle of authentic content generation. This year, overlooking the value of user-generated content in your marketing mix could mean missing out on an opportunity to connect with your audience in a genuine, impactful way.

#5 Authentic Influencer Endorsements

When it comes to social media and important marketing priorities, authentic influencer endorsement posts have emerged as a key player. This trend revolves around forming genuine partnerships with influencers whose values and audience align closely with your brand. Unlike traditional celebrity endorsements, these partnerships prioritize authenticity, with influencers sharing their real experiences and honest opinions about a product or service. As consumers are growing increasingly skeptical of overt advertising, this authenticity is gold.

The power of authentic influencer endorsements lies in the trust and rapport these influencers have built with their followers. When an influencer genuinely loves and uses a product, their endorsement feels more like a recommendation from a friend rather than a sales pitch. This not only boosts brand credibility but also significantly widens the reach. Followers are more likely to engage with and respond positively to content that feels genuine and personal. Moreover, when an influencer's niche aligns with your brand, you're able to tap into a highly targeted audience, increasing the likelihood of reaching potential customers who are already interested in what you have to offer. In essence, authentic influencer partnerships in 2024 are not just about gaining visibility; they're about building trust and credibility in a way that resonates with and engages modern consumers.

#6 Short-Form Content

Short-form content has become a vital part of effective marketing priorities. This type of content, characterized by its brevity and ability to quickly engage users, is perfectly suited to the ever-decreasing attention spans of modern audiences. Think about the explosion of platforms like TikTok, Instagram Stories, or even Twitter. These platforms thrive on short, snappy content that delivers a message quickly and effectively, often in a visually appealing or entertaining way.

The beauty of short-form content lies in its ability to capture audience attention in just a few seconds. Let's face it: users are constantly bombarded with information; being able to convey your message quickly can mean more potential customers receive your full, albeit short, message. This format allows for creativity and innovation, encouraging businesses to get to the point swiftly while still being engaging and memorable. Whether it's a catchy video, a clever tweet, or an eye-catching image, short-form content can create a lasting impression. Additionally, this type of content is more likely to be shared, increasing its reach and effectiveness. In essence, embracing short-form content in your marketing strategy is not just about keeping up with trends; it's about adapting to the evolving ways in which audiences consume content, ensuring your message doesn't just reach them but also resonates with them.

Incorporating Generative AI Into Your Marketing Priorities

The integration of Artificial Intelligence (AI) in marketing has been nothing short of revolutionary, fundamentally changing the landscape of how businesses approach market analysis, trend prediction, and even content creation. As you examine and plan your marketing priorities for 2024, AI should play a role. However, be cautioned that AI should not actually be your marketer.

Utilizing AI for Market Analysis and Trend Prediction

AI shines brightly in its ability to analyze vast amounts of data, often uncovering trends and patterns that would be impossible for humans to detect. By harnessing the power of machine learning and predictive analytics, AI tools can swiftly sift through market data, consumer behavior patterns, and even global economic indicators to provide actionable insights. This isn't just about understanding what has happened; it's about predicting future trends and altering your marketing priorities based upon the results. Businesses can now anticipate market shifts, identify emerging consumer needs, and adjust their strategies proactively, ensuring they remain ahead of the curve. At VANQUISH Studios, we carefully use AI alongside traditional techniques to help plan marketing and advertising campaigns.

AI-Generated Language and Keyword Optimization

In the realm of content marketing, AI-generated language and keyword optimization are game-changers. AI tools can analyze search engine data and social media trends to identify the most effective keywords and phrases, optimizing content to potentially rank higher in search engine results and resonate more deeply with the target audience. Moreover, AI-driven content generation tools are advancing rapidly, able to produce creative, engaging, and contextually relevant content outlines that align well with the brand's voice and audience's interests. This level of customization and efficiency in content creation was unimaginable just a few years ago.

At this point in time, AI-generated content still mostly sounds like it was generated with AI, so it's best used to help create outlines and suggest concepts that an author might not have thought of at the time of writing content.

Avoid Getting Penalized by Google for AI Content

Before you start to think AI can do all the marketing for you, it's important to understand the ramifications of using AI in relation to your 2024 marketing priorities. Can Google can identify AI-generated content? If so, what does that mean when coming up with content using GenAI? A notable point of reference is a post from the Google Search Central Blog, dated February 2023, where Google clarified their position on AI-created content:

Our guidelines do not prohibit the proper use of AI or automated processes. This implies that as long as the primary purpose isn't to influence search rankings in a manipulative manner, which would violate our spam policies, its usage is acceptable.

Google Search Central Blog Post, Feb 8, 2023

Here are 5 tips to leverage AI for your 2024 marketing priorities without penalization:

• Improve Your Prompt Strategy: Enhancing prompts is key to improving AI-generated content. Use detailed and specific prompts in tools like Bard or ChatGPT for better quality and originality. Example: Instead of "What is digital marketing," use "Write a paragraph defining digital marketing and its impact on small businesses." Experiment with different prompts for optimal results.
• Focus on the End User: Content should create a positive experience for the end user to be favored by Google. After AI content generation, review and adjust it for clarity and relevance to the user's needs. The goal is content that is both informative and easy to understand.
• Follow E-E-A-T Guidelines: Adhering to E-E-A-T guidelines (Expertise, Experience, Authoritativeness, Trust) is crucial in SEO strategies using AI. Ensure AI-generated content reflects the site's expertise and trustworthiness. While AI can aid in content creation, human refinement may be necessary to align with these guidelines.
• Get Creative: AI technology benefits from human creativity. Utilize your instincts and creativity to enhance AI-generated content. AI can support and initiate ideas, but human creativity differentiates between basic and exceptional content.
• Explore Different Tools: Experiment with various AI content generation tools to find the best fit for your business needs. Consider the type of content and the effectiveness of different tools. While free options like ChatGPT or Google Bard are available, exploring other platforms through free trials can help tailor to specific needs.

The Continued Importance of Blogging

While it's essential to keep your marketing priorities aligned with the latest trends and technological advancements, this doesn't mean abandoning tried-and-true marketing techniques. Despite the surge in new technologies, blogging steadfastly remains a vital element in digital marketing strategies. It's a testament to the enduring value of original content in establishing and reinforcing brand authority and trust. In a landscape crowded with information, unique and authentic blog content helps your brand stand out, fostering a sense of credibility and reliability among your audience.

Looking ahead, we're witnessing significant changes in Google's search algorithms, with a growing emphasis on AI-driven tools. This shift underscores the importance of incorporating advanced technologies into your marketing priorities. However, it's crucial to balance this with a note of caution. There's a risk of over-reliance on AI for content generation, which can lead to a loss of your unique brand voice. Remember, while AI can efficiently produce content, it's the human touch that infuses personality and distinctiveness into your brand's messaging. Balancing the use of AI tools with a focus on maintaining a unique and authentic voice will be key in ensuring your marketing efforts remain effective and resonate with your audience.

The Most Important Marketing Priorities for 2024

Diversifying your marketing priorities for this year should be a key goal of your business. Focusing on how your target market prefers to consume content allows you to make them aware of your products or services in a more effective way. If we had to summarize 2024's goals, we'd say the following:

• Focus on building and maintaining customer relationships.
• Be authentic in your content creation and brand messaging.
• Responsibly leverage AI to amplify your original content, not create it.

If you're looking for a marketing agency, give VANQUISH Studios a try. We've love to have a chat with you on how we can assist with your 2024 marketing strategy. Simply shoot us a message!