Let’s face it, things have been unpredictable lately for small business owners. Some industries are thriving, while others are facing real challenges. It is hard to predict the future, but one thing remains constant: the need for business owners to plan ahead.
After working closely with business owners and meeting with top business and community leaders this year, I’ve gathered some insights and successful strategies that are trending for 2025. The following suggestions for content, marketing, and events are designed to spark ideas for you and your team.
Content: Real vs Curated
With the onslaught of AI, there is a craving for authenticity in content. People want connection and a feeling of being seen and understood. This is a tricky challenge for businesses. Not only do you need to be intentional about the ‘why’ of each piece of content, but you want to look professional, but also want to appear transparent and human. That takes intention and a balanced content plan.
Your content can include curated, professional images, while also featuring behind the scenes, off the cuff, or ‘in person’ videos and pictures. We don’t need the ‘hot mess express’ showing up all the time in the messy back room. That type of ‘realness’ that may cause people to question your professionalism. On the other hand, if you only show perfect images, and we haven’t even seen your face yet, you are missing an opportunity to build rapport and familiarity. People buy from people, especially if you are selling a service.
Marketing: People First
This leads me to my next marketing insight for 2025. Our personal circles are driving our purchases. People are making the difference, when it comes to sales. When you are looking for a product or service, what is the first thing you do? Some people post in facebook groups or on LinkedIn and ask for suggestions and referrals. Asking other people.
Some people ask their personal circle of family and friends. Again, people.
You meet someone at an event and build a professional relationship. You choose to hire them. Personal relationship.
You may even do this (perhaps unconsciously) with people online. You listen to a podcast and by hearing their voice, you begin to know, like, and trust them. When they share about a product they use, it feels more influential than an ad. Even when you google a business or product, if you check the reviews, you are looking for other people’s input to qualify your purchase. It comes back to people and relationships.
If your business or organization is only focusing on interruption and impersonal marketing (where you force your message on people that didn’t ask for it), you will be missing out in 2025. Like most of my advice, there is a middle ground: relationship marketing that eventually flows to intentional next steps that have been prepped for education, re-engagement, and sales (which could include automation, targeted ads, etc).
Many smaller businesses and organizations have a staff member, spouse, or teenager that was put in charge of the social media account. That person is probably doing their best, but in 2025, you may need to invest in some strategic support to keep a competitive social presence.
The online space is too saturated for winging it. We can provide you with a strategic plan that your team can follow, custom branded Canva graphic templates they can edit to ensure consistency, or even provide custom monthly content for your staff to post. Your business deserves a unique voice on the internet that attracts your best fit customers and keeps your favorites coming back.
Events: Value and Purpose
The business event space has been ever-changing since the pandemic. I pay special attention to trends in events for local businesses and organizations, whether that is lead generating events, visibility opportunities, or sales and fundraising. Gone are the days that you can create an average event (that serves mostly your interests), and people will show up to it. In the days of streaming shows, food delivery, and more family focus, people are protective of their time. ‘What is in it for me?’ is the unconscious question in our minds when we see an event in our feed. Can I find the same information online? Do I need to leave my house, or can I find a similar experience elsewhere?
Hosting events for your business is a great way to fast forward relationship building mentioned above, with an opportunity to meet people in person. They can be extremely effective!
The events that I see doing well are:
- Experiences that are an escape from the everyday (whether that is fun with friends or wholesome family experiences)
- Higher level opportunities to advance a career or business
- Events to broaden personal or professional circles/connections
- Unique experiences that are not widely or regularly available
In other words, if you are having an Open House, a workshop, or foot traffic event, it needs to be an EVENT and worthy of their time. Plan accordingly.
If you haven’t noticed, my emphasis is always on the planning and strategy, and finding a balance that fits for you. I believe every business needs their own unique approach, that is based in best business practices. If this resonates with you, and you need help with the planning steps, please reach out. There are many ways to work together, regardless of your business size.
Let’s make 2025 the year to stop winging it!
What are your predictions for your community in 2025? What trends do you see evolving in your industry?
Podcast: Play in new window | Download
Subscribe: RSS