10 Marketing Trends Impacting Small Businesses | CoverWallet

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Editorial note: some quotes have been edited for grammatical accuracy. The opinions expressed in this article are those of the authors alone and not of CoverWallet.

#1 Facebook Groups

“Now that Facebook has brought Groups to the forefront, being active in targeted, high-quality groups help you connect with people who are looking for your services. You just have to make sure you're adding value and not being spammy. Once you connect with people in Groups, it's pretty common to jump over to DMs in messenger to have a more detailed dialogue. We've met prospective clients and contractors this way.” - Stephen Fiser, Owner of Central Standard Tech

#2 Focus on Content

“One of the top marketing trends that are impacting small businesses this year is content marketing. Content marketing can provide significant benefits because it can allow a business to repurpose content. It's ideal to reuse, recycle and repurpose into a variety of places. That gives the business more visibility and lets them get more mileage out of it. Small businesses that invest in content marketing will stand out from those that don't invest in it. It's a great way to build relationships with prospects that are more likely to convert into customers.” - Lewis Goldstein, President of Blue Wind Marketing

#3 Social Media Trends

“Nowadays, any small business owner can leverage a social media platform to generate both an audience and traffic. The best part is that it can all be done for low-costs or completely free. A great example of this is TikTok. Many people think that it has no use for small business owners, but the amount of current users on TikTok says otherwise. Plus, it's always an advantage to jump on a social media platform especially when it is newer and on the rise. For anyone who is looking to either start, build, or grow their small business, I can't recommend utilizing social media platforms enough. Whether that be TikTok, YouTube, Facebook, Instagram, or anything else that you can get traction on.” - James Canzanella, Owner of Isolated Marketing Nights

#4 Personalization

“I think personalized marketing will greatly affect small businesses. According to Falcon.io's 2020 Digital Marketing Trends Report, 72% of consumers will now only engage with personalized marketing messages. But, small businesses are going to have a tough time addressing that trend, with personalization erring on the expensive side (both for automation software and employees). There's also a fine line between personalization and creepy, especially as people become more aware of how their data is used.” - Arielle Kimbarovsky, President of BU AdLab

#5 Voice Search

“Websites must be optimized for voice search. Voice-user interface allows users to interact with websites through voice commands so it adds usability and functionality to your site making it accessible to all users including those with limitations and disabilities.

It is not just about complying with the ADA, responsible web design and corporate social responsibility goals, but it is also good for the bottom line by reaching a broader audience.

Smart speakers are only getting more popular going forward so being able to optimize for voice search will be key to maximize the marketing and advertising opportunities on Siri, Alexa, Google Home, etc.

Are you prepared when customers ask for help like, “Alexa what is the best Mexican restaurant in Boston?” If not, you are missing a big opportunity!” - Paige Arnof-Fenn, Founder & CEO of Mavens & Moguls

#6 Podcasts

“Podcasts the ads people actually want to listen to! Being a guest on a podcast is a great marketing strategy for any business. The audience is segmented, so it is easy to find your niche. Getting interviewed can expose you to hundreds and sometimes thousands of listeners. Also, every time you are a guest on a podcast you can get as many as eight google entries for each podcast you appear on.” - Neill Marshall, Partner/Co-Founder of HealthSearch Partners, and CEO of Agaboo

#7 Text Messaging for Customer Engagement

“Small businesses in numerous categories are using tools like BirdEye, Podium, and Weave to improve customer engagement. While these tools offer several features that improve customer engagement, the use case that we hear about most commonly is two-way texting. In a recent conversation, a dentist shared that his patients love the ability to text him after-hours for dental emergencies or to schedule a new appointment.

It appears that text messaging is quickly becoming the primary communication channel connecting SMBs to their customers. This means that SMBs will have to understand how to best use this emerging marketing channel to acquire new customers, engage existing customers and grow their businesses. Those who don't will risk falling behind.” - Bruce Hoga, CEO of SoftwarePundit

#8 New Google Features

“One of the most pressing is the newer changes Google has made to the SERP (Search Engine Results Page). With the featured snippets and instant answers appearing ahead of search results, even my clients with fantastic SEO are losing clicks to Google.” - Joe Karasin, Director of Operations at POSH Digital Media

#9 Video Content

“Mobile video consumption more than doubles each year, and it's expected that by 2022, online videos will make up over 80% of all consumer internet traffic. Google is also giving more attention to YouTube videos in the SERPs, with many search queries showing videos at the top of the results page.

If you haven't started crafting a video content strategy, now is the time to get started. With high-quality cameras being built regularly into smartphones, it's easier than ever to get started in video without dishing out big money on expensive equipment.” - Meg Marrs, Founder & CEO of K9 of Mine

#10 Localization

“The 2020 marketing trend that doesn't get talked about enough is the continued localization of Google search results. This is a fantastic opportunity that gives small businesses a great shot at valuable visibility from in-market shoppers. If you serve customers in a particular geographic area but don't have local SEO in your marketing mix this year, it's time to rethink how you're spending crucial ad dollars.” - Patrick Leonard, Founder of Brighter Digital

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