Sunday, 31st December 2017 | Marketing
Top five trends for marketing your business in 2018
As the calendar closes out, we often think back and reflect on our accomplishments from the past year, and our goals for the year ahead. As a small-business owner, it’s undeniable that you have corporate goals across all facets of your organization about how you can evolve in the coming year.
As the calendar closes out on 2017, we often think back and reflect on our accomplishments from the past year, and our goals for the year ahead. As a small-business owner, it’s undeniable that you have corporate goals across all facets of your organization about how you can evolve in 2018.Have any new marketing options crossed your mind? As one of the main drivers of traffic to your business, it’s important to embrace new marketing techniques and trends to keep up with the competition. Below, we’ll talk about the top five ways you can showcase your business in the New Year.
Evolve with social media
Social media advertising is about to get even more competitive in 2018 as each social platform is growing their number of advertisers at a rapid pace. While large companies have been using social media advertising for some time, there has been significant growth with small businesses. However, many still haven’t embraced social media ads, leaving room for that market to expand, but also potential for the cost of advertising to increase.
Social media channels are also evolving into publishing outlets versus simply sharing outlets. For example, LinkedIn has become even more popular, with many businesses turning to the tool to increase their marketing by publishing influential articles. Both Snapchat and Instagram have also launched linking features. With a simple swipe, consumers read articles, watch videos or connect to a specific URL.
Embrace personalized marketing
Marketing is becoming more and more personal, as companies begin to avoid stock images, generic campaigns or robo-calls to attract new consumers. This year, to stand out and truly connect with potential customers, small businesses will need to provide valuable, personalized content.
As an example, personalizing email marketing can be exceptionally valuable because small businesses often produce a variety of products and/or services, yet not every offering appeals to every customer on an email list. Consider segmenting your lists to ensure your marketing is delivered to the appropriate target audience.
Get in on live streaming
Consumers aren’t easily impressed with generic marketing ploys anymore. Instead, they’re drawn to real-life connections. In turn, brands are turning to live video to create exactly this type of link to their consumers. In 2018, it’s possible that small businesses not participating in live video could struggle to stay top of mind.
Live video now goes hand-in-hand with almost any kind of business on social media. Across multiple industries, live video allows businesses to host webinars, broadcast special events, showcase product reviews and more. There are many unique and creative ways to integrate live video into your social media strategy.
Strategically utilize influencer marketing
Content marketing is no longer just about creating great content for your website. It’s about getting your content in front of consumers where they already are, meaning using social media as a publishing outlet is a perfectly effective medium.
With the majority of consumers relying on their social feeds for advice on purchase decisions, brands will have to be careful when considering which influencers to partner with, as some can charge excessive fees. Also, consumers have a pulse on authenticity, so choosing an influencer that will honestly and authentically promote your products or services is imperative.
The New Year will see also marketers working more with micro-influencers. These influencers typically have audiences of less than 100,000 people, versus macro-influencers who top of the charts with millions of followers. Micro influencers tend to have a more loyal following within very specific niches. If you can find the right influencers within your small business’ target demographic, micro influencer marketing is likely to give you a greater return on investment when compared to many types of paid advertising.
Emotionally engage your consumers
It’s equally important for marketing to showcase a great promotion or new product as it is to connect with consumers’ emotions and conscience. Small businesses can use purposeful marketing to target an audience based on their shared needs and interests, especially when it comes to supporting worthy causes. Customers are loyal to brands that give back, with many admitting they would switch brands to one associated with a charitable cause. Partnering with local nonprofits and charities can certainly give your brand a stronger presence.
Even with the evolution of marketing, there’s still many trends that are likely to stay awhile. As one year ends and another begins, now is the perfect opportunity to adopt new best practices and strategies. Keep in mind the above marketing trends that will keep your business moving forward in 2018.
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Embracing AI: Small Business Marketing Success
Venturing into Artificial Intelligence (AI) may seem like treading uncharted waters, but it's an opportunity for small businesses to revolutionize marketing strategies and spark growth. Much like the buzz surrounding ChatGPT, AI tools offer myriad capabilities, ranging from task automation to personalized customer experiences. In fact, research shows that 39% of small businesses have already invested in AI tools to innovate their customer engagement and retention strategies, leveraging AI to save both time and money.
Unlocking the Power of AI Tools
AI tools span a wide spectrum of applications to streamline processes, analyze data, and optimize marketing campaigns. Let's explore some key AI tools commonly embraced in small business marketing:
Data analysis
AI-powered analytics programs sift through vast volumes of marketing data, distilling valuable insights and trends that inform strategic decisions and fuel campaign optimization. This enhances efficiency and facilitates cost savings, with 25% of businesses using these savings to increase wages and benefits.
Natural Language Processing (NLP)
NLP technology empowers chatbots and virtual assistants to engage customers in natural conversations, enriching customer service and sales interactions.
Automated decision-making
AI algorithms offer actionable recommendations, guiding marketing strategy decisions to ensure resource allocation aligns with business objectives and budget constraints.
Content generation
AI-driven tools churn out written content, such as blog posts and social media captions, at scale, freeing up time for creative endeavours while maintaining quality and consistency.
Real-time personalization
Leveraging customer data, AI enables personalized marketing experiences by delivering tailored recommendations and offers, thereby enhancing engagement and driving conversions.
Leveraging AI for Marketing Success
Incorporating AI tools into the marketing toolkit can yield substantial benefits for small businesses. Here's a roadmap to harnessing AI for marketing success:
Harness data insights
Utilize AI analytics platforms to extract actionable insights from marketing data, empowering informed decision-making and continuous optimization.
Elevate customer engagement
Deploy AI-powered chatbots and virtual assistants to provide personalized customer experiences, fostering satisfaction and loyalty.
Make informed choices
Rely on AI-driven recommendations to shape marketing strategy, ensuring alignment with business objectives and market dynamics.
Streamline content creation
Utilize AI content generation tools to produce high-quality written content efficiently, maintaining relevance and resonance with the audience.
Deliver tailored experiences
Leverage AI to deliver real-time personalized marketing messages and offers, nurturing deeper connections and driving conversions.
Designing an AI Marketing Strategy
Designing an effective AI marketing strategy requires careful planning and strategic execution. Here's how to do it:
Identify Business Requirements
Assess business needs and objectives to determine how AI can support marketing goals.
Decide AI Framework
Choose AI tools and technologies that align with business requirements and budget constraints.
The Right Approach
Adopt a strategic approach to implementing AI in the marketing strategy, focusing on areas where it can deliver the most significant impact.
Evolve
Continuously monitor and refine the AI marketing strategy to adapt to changing market dynamics and emerging trends.
By embracing the power of AI, small businesses can unlock new avenues for growth and competitiveness in the ever-evolving digital landscape. With careful planning and strategic implementation, AI can be a game-changer for small business marketing, driving engagement, loyalty, and business success. So, let's embark on this exciting journey together and seize the opportunities that AI has to offer.
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Cybersecurity Strategies for Small Businesses
As we embark on a new year, the ever-evolving digital landscape presents opportunities and challenges. In 2024, one of the paramount challenges demanding attention is the persistent threat of cyber attacks.
Safeguarding your business against these threats is not just advisable—it's imperative. Let's explore the crucial cybersecurity strategies every small business should adopt for a secure and prosperous journey throughout 2024.
Understanding the Landscape
The IBC’s 2023 Cyber Security Survey revealed a concerning trend among small businesses. Despite over 60% considering their size immune to cybercriminal attention, small businesses with 1,000 or fewer employees experienced a surprising 43% of yearly cyber attacks in 2023.
Crucial Cybersecurity Strategies for Small Businesses
Educate Your Team
Empowering your team with effective cyber threat identification skills is essential. Regular training sessions can equip them to recognize phishing emails, use strong passwords, and identify potential security risks. A well-informed team serves as the first line of defence against cyber adversaries.
Ensure your training addresses these common security issues:
1. Phishing attacks: Deceptive tactics to trick victims into sharing sensitive information or deploying harmful software.
2. Malware attacks: Cyber threats involving malicious software executing unauthorized actions.
3. Ransomware: Malicious software designed to deny access to files, demanding a ransom for decryption.
Employee Training and Awareness Programs
Acknowledge that your employees are not just integral to your business—they are the first line of defence against cyber threats. Regular training and awareness programs inform your team about the latest cyber threats and preventive measures. Cultivate a culture of cybersecurity awareness where every team member actively contributes to the protection of your business.
Strengthening Your Digital Shield
Crafting an impenetrable shield for your small business involves developing good cybersecurity habits through daily practices:
1. Regular Software Updates: Keep all software, including operating systems and security applications, up-to-date to patch vulnerabilities.
2. Security Audits: Conduct routine security audits to identify and rectify potential weaknesses in your systems.
3. Password Policies: Enforce strong password policies, promoting the use of complex, unique passwords.
4. Require long, varied passwords for sensitive accounts.
5. Enable two-factor authentication for added security.
Invest in Cybersecurity Technology
As cyber threats advance, upgrading defences is crucial. Invest in state-of-the-art cybersecurity tools like antivirus software, firewalls, and intrusion detection systems to serve as your digital guardians, actively monitoring and thwarting potential threats.
Proactive Preparedness
Craft a comprehensive incident response plan that includes:
1. Communication Protocols: Clearly define communication channels during a cyber incident.
2. Data Backup Strategies: Regularly back up critical data to minimize the impact of potential data loss.
3. Mitigation Steps: Establish procedures to mitigate potential damage during and after a cyberattack.
The Stakes Are High
In 2023, small businesses accounted for a significant portion of annual cyber attacks, emphasizing the need to view cybersecurity not as an expense but as an investment. Cybersecurity is not a luxury—it's a prerequisite for sustainable success. As you navigate the intricate web of business operations in 2024, remember that a secure foundation is key to achieving your goals. Despite the challenges in the digital realm, informed decisions and proactive measures can help your business emerge stronger and more resilient than ever.
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