Small business marketing has gone through numerous changes over the years. Even so, many things about it remain constant, and there are interesting things on the horizon to look forward to as well. Here’s a closer look at the changes and future within small business marketing and what it means for people who use the technique.

The Evolution of Small Business Marketing and Its Future

Search Engine Optimization Still Matters

People who own small businesses should ideally know the fundamentals of search engine optimization (SEO). Applying them correctly will help websites rank higher in online search results, making it easier for current and potential customers to find a business or brand.

However, the best practices for SEO have evolved. In the early days, marketers could make their websites rank well by merely stuffing keywords into the content. Now, that tactic negatively affects content rankings. Instead, the aim is to make websites as useful to people as possible. The information they contain must also be authoritative and trustworthy. There’s also a push to ensure that online content generated by search results is maximally relevant to the person who entered the keyword phrase.

SEO best practices change frequently, but making website content helpful to users remains a priority. However, the surprising results of a 2021 study found that far too many people who own small businesses don’t have SEO strategies. More specifically, 34% did not have SEO strategies implemented but planned to do so in 2022. Then, another 23% did not have SEO strategies and did not intend for that to change in 2022.

Small business owners must remain ready to adapt to SEO best practices as they change. No one can say what that might look like in the next three to five years. But, what’s well known is that people are accustomed to using the internet to find out more about businesses. Many have their first contact with companies by visiting their websites. A good SEO strategy helps them arrive at the right place and enjoy their experiences.

SEO best practices change frequently, but making website content helpful to users remains a priority. Click To Tweet

Good Design Supports User Engagement

Some of the earliest websites weren’t easy on the eyes. Elements like rainbow-colored page-view counters, flashing animations and contrasting font colors bombarded the senses rather than encouraging people to stay and mingle. But, one of the likely reasons for those flashy design choices is that platforms like Geocities made it easy for anyone to build a website. There’s even a Geocities archive that shows how far web design has come.

Now, web designers know they have a better chance of keeping people interested in the content if they follow some straightforward principles. For example, visual media works well for breaking up large text blocks. Also, a visual call to action can guide people, helping them know which steps to take next.

Good website design supports user engagement: a visual call to action can guide people, helping them know which steps to take next. Click To Tweet

People typically appreciate having multiple ways to interact with content, too. Some individuals like to read paragraphs, but others would rather see the content represented on an infographic or even digest it by watching a video.

When web designers make it easy and enjoyable for people to access content, they’ll be more likely to linger and engage in the actions that cause conversions. On the other hand, when people visit websites that are disorganized, ugly or not user-friendly, they’ll probably leave quickly and look for online destinations that are better suited to their needs and expectations.

The world of web design goes through many trends. For example, certain colors become extremely popular while others fall out of favor. Additionally, many companies are now opting for single-page websites, representing a stark departure from conventional design principles. While small business owners should not immediately react to design trends, they should at least be aware of current best practices.

Effective Small Business Marketing Must Be Less Ad-Based

It wasn’t too long ago that traditional advertisements were major parts of most marketing campaigns. When someone clicked on an internet banner ad or opened a magazine page and found an ad, it was very clear that the media meant to sell something.

However, many people have started ignoring content that’s obviously an ad. That’s one of the reasons there’s now a move toward content-based advertising. It centers on giving people helpful information or tools. The audience then has an incentive to learn more about your business. So, there is an advertising element, but it’s much less blatant than it was before.

Interestingly, a 2022 survey found that 43% of small businesses do not do any type of content marketing. Of those that do, 61% have a documented content marketing plan. Another important takeaway was that 84% of small businesses in the study have succeeded with their content marketing strategy. That strongly suggests it’s worth creating one and moving forward with it.

A good start is to think about what type of content your target audience would appreciate most. The answer may be highly dependent on your type of business. Is it more appropriate to publish a how-to video, a guide, an infographic or something else? Narrowing down those specifics will help you discover which content is likely to be most impactful and worth your time to create.

Many people have started ignoring content that’s obviously an ad. There’s now a move toward content-based advertising, which centers on giving people helpful information or tools. Click To Tweet

Stay Tuned to Marketing’s Evolution

These are just a few of the many examples of how small business marketing has changed over the years. It will undoubtedly keep progressing and cause company owners to alter and update their practices.

However, when people stay abreast of what’s different, they’ll be in a great position to reach customers in the most effective ways. Plus, they’ll learn through experience which channels and methods make the best use of their time while remaining within the company’s budget.

Sticking to outdated marketing techniques might work for a short while. However, they’re not sustainable for the long term and will cause companies to lose competitiveness in a challenging marketplace.

Ciao,
Miss Kemya