Hi REFUGE Community – it’s Simone.
As we move through the months of 2024, I thought it would be a great time to pause and talk about the trends we are seeing in regard to marketing small and medium-sized businesses (SMBs).
We want to ensure that you’re always ahead of the curve when it comes to your digital marketing strategy. That’s why we’ve put together this guide about the top digital marketing trends for 2024, tailored specifically for SMBs like yours.
This isn’t just a list of buzzwords; it’s a bit of insight into the ever-changing digital landscape that helps us make informed decisions for your business. So let’s dive in and explore what’s in store for SMBs this year.
2024 Digital Marketing Trends to Keep an Eye On
1. AI: Friend or Foe for SMBs?
Artificial Intelligence (AI) has been a hot topic in the digital marketing world for some time now, and its impact on SMBs is becoming more pronounced. While some may view AI as a threat to traditional marketing practices, the reality is that it can be a powerful tool for SMBs to streamline operations, personalize customer experiences, and improve marketing ROI.
A humorous nod from the recent Super Bowl Commercial for Despicable Me 4 reminds us that AI requires expert oversight to be truly effective. That’s why it’s crucial to have seasoned professionals guiding the process. With our expertise, we can help you harness the full potential of AI tools and machine learning to achieve great results for your brand’s marketing campaigns.
2. Search Generative Experience (SGE): The Next Frontier in SEO
Search Generative Experience (SGE) is a term that is gaining traction in the SEO community – and for good reason. SGE refers to the user-facing AI features that search engines are increasingly using to deliver more relevant and personalized search results.
For SMBs, early adoption of SGE could significantly enhance search visibility, drive more qualified web traffic, and increase conversion rates.
By optimizing their websites and content for SGE, SMBs can ensure that they are well-positioned to capitalize on this emerging trend. This is something our team is keeping an eye on. When it makes sense, we’ll be in touch to explain this trend further.
Pro tip: Local marketing ensures that your business appears prominently in search results for potential customers in your area, driving foot traffic and increasing local sales.
3. The Importance of Topical Authority in SEO
Topical authority refers to the expertise and authority that a website demonstrates on a particular topic or industry.
Our SEO Team Lead Josh is all about this. In today’s competitive digital landscape, establishing topical authority has become more important than ever for SMBs looking to improve their search rankings and attract organic traffic.
We recommend SMBs develop a content marketing strategy that focuses on depth and quality. Identify the core topics relevant to your industry and create detailed, well-researched content that addresses various facets of those topics.
For example, digital marketing agencies wanting to assert their expertise in SEO can create high-quality content for:
The Complete Guide to SEO Strategy
- Doubling Traffic in 6 Months: A Case Study of SEO Content Creation
- Top SEO Tools of 2024: A Comprehensive Review
- Effective Link Building Strategies: Beyond the Basics
4. Don’t Spread Your Brand Too Thin When It Comes to Social Media Marketing
Another digital marketing trend to watch out for is social media marketing (SMM). It continues to be a powerful tool for SMBs to connect with their audience, build brand awareness, and drive engagement. However, with the proliferation of social media platforms, it can be tempting to try to be everywhere all at once, ultimately spreading yourself too thin.
Instead, you should focus on identifying the platforms that are most relevant to your target audience and invest your time and resources in creating compelling, shareable content that resonates with your followers.
Pro tip: Content repurposing maximizes the value, lifespan, and reach of your content. Identify your top-performing content and brainstorm ways to transform it into different formats. For instance, a popular blog post can be repurposed into an infographic, a series of social media posts, or even a chapter in an eBook.
5. Video Advertising: Still Growing and Evolving
Video advertising has been on the rise in recent years, and this trend shows no signs of slowing down in 2024.
With platforms like YouTube, TikTok, and Instagram continuing to gain popularity, SMBs have a golden opportunity to reach their target audience through engaging video content. Whether it’s creating how-to videos, product demos, or behind-the-scenes glimpses, SMBs can use video advertising to tell their brand story in a compelling and memorable way.
Pro tip: Take a look at your analytics to understand where your audience spends their time online and allocate your media spend accordingly. Experiment with different platforms and ad formats to see what yields the best return on investment (ROI).
Where Others See Challenges, REFUGE Sees Opportunities
2024 is shaping up to be an exciting year for digital marketing – with AI, SGE, SEO, SMM, and Video Advertising leading the way. I hope you found this content useful and insightful.
As always, you can reach out to us, REFUGE Marketing & Consulting, with questions on how these trends impact your bespoke digital marketing strategy. By staying informed about these trends and adapting your campaigns accordingly, we can position your SMB for success in the ever-changing digital landscape.
Here’s to a successful year ahead!
