As we embark on a new year, small businesses must reassess their marketing strategies and set resolutions to achieve greater success. In this post, we’re looking at ten essential marketing resolutions that every small business should consider for 2024. These resolutions encompass a wide range of marketing areas, from digital strategies to customer engagement, helping you build a strong foundation for growth and profitability.
1: Define Your Target Audience
Before diving into any marketing initiatives, it’s vital to have a clear understanding of your target audience. Define your ideal customer persona by analysing demographics, psychographics, and buying behaviors – you want to feel that you KNOW this person that you’re aiming to connect with for your business. This resolution will enable you to tailor your marketing messages effectively and build stronger connections with your audience. Learn more about your ideal customer in this post from The Marketing Shop blog.
2: Develop a Comprehensive Marketing Strategy
A well-defined marketing strategy is the backbone of any successful business and you’re never too small to get one in place. Set a resolution to create a comprehensive marketing strategy that outlines your goals, tactics, campaigns and initiatives, and timelines for the year ahead. Include both online and offline channels in your plan to ensure a holistic marketing approach. If you don’t have a strategy, or it’s time for an update, our collaboration with Hanna McDonnell Marketing which you can learn more about at MarketingStrategyIreland.com might be just what you need. Alternatively, learn more about what’s involved in a strategy here on our site.
3: Enhance Your Online Presence
Having a strong online presence is crucial for the success of any small business. Make it a priority to enhance your website, optimise it for search engines, and ensure it is mobile-friendly (if you’re pinching the screen to read it, that would suggest it’s time for an update!). Additionally, focus on building a robust presence on relevant social media platforms, those which your ideal customer (as above) spends their time on, not the ones you prefer!
4: Use Content Marketing Effectively
Content marketing has become an integral part of any successful marketing strategy. Commit to creating valuable and engaging content that resonates with your target audience. Develop a content calendar and consistently publish blog posts, articles, videos, infographics, and other formats that educate, entertain, or inspire your audience.
5: Embrace Video Marketing
Video content continues to dominate the digital landscape, capturing the attention of audiences like no other format. Make it a resolution to incorporate video marketing into your strategy. Create informative product videos, behind-the-scenes footage, customer testimonials, or even live streams to engage and connect with your audience on a deeper level. And, if you’re reluctant to go on camera, Canva is our recommended tool to help you create all sorts of wonderful content that doesn’t necessitate somebody from your business going on video. If you’re reading this post before 15th January 2024, there’s still time to avail of our Canva Training, learn more here.
6: Harness the Power of Email Marketing
Email marketing remains one of the most effective ways to nurture leads and drive conversions and it will outlast any social media trend. Set a resolution to build an email list and develop targeted campaigns that deliver personalised content to your subscribers. Implement automation and segmentation techniques to maximize the impact of your email marketing efforts. And if you’re not sure where to get started, we can help you – schedule a call at the link below.
7: Prioritise Customer Experience
In an era where customer experience can make or break a business, make it a resolution to prioritise exceptional customer service. Train your team to deliver outstanding customer experiences at every touchpoint – from initial enquiry to post-purchase support. Implement feedback loops and listen to your customers’ needs and concerns to continuously improve your offerings.
8: Invest in Micro-Influencer Marketing
Influencer marketing has proven to be an effective way to reach new audiences and build brand credibility and as our audience here at The Marketing Shop is small business owners, we’re suggesting that you look at what’s known as micro-audiences as opposed to the high-profile influencers that many of us are familiar with. Identify those within your industry or niche who have an engaged audience that fits your ideal customer profile and find out how you might collaborate with them to promote your products or services. This strategy can help you tap into their established networks and gain valuable exposure. And, as you’re opting for micro-influencers, it might not be as expensive as you expected either!
9: Analyse Data and Optimise Campaigns
Data-driven decision-making is essential for small businesses looking to maximise their marketing ROI, after all, if you’re not tracking the results how do you know the best way forward with your marketing? Commit to analysing data regularly and leveraging tools like Google Analytics 4, META Insights (for Facebook and Instagram), TikTok Analytics, LinkedIn Analytics and Email Marketing Analytics to gain insights into the performance of your content and campaigns. Use this information to optimise your strategy, allocate resources effectively, and make informed marketing decisions. We recommend that in a small business, you need to designate time to your figures at least once a month, even more often if it’s practical for you.
10: Be Aware Of Trends
The marketing landscape is constantly evolving, with new technologies and trends emerging regularly, not least in areas such as social media. Make a point of checking in on industry and marketing trends by attending conferences, webinars, or workshops, and following reputable marketing professionals that are suited to your niche. This last resolution will ensure that you remain competitive and can adapt quickly to changes in the marketing landscape.
As a small business owner, setting resolutions for your marketing efforts is crucial for growth and success in 2024 and beyond. By following these ten essential resolutions – from defining your target audience to staying current with industry trends – you will be well-equipped to take your marketing strategy to new heights. Remember, consistency and continuous improvement are key to achieving long-term marketing success for your small business.
Debbie Ringwood is a Marketing Specialist with over 20 years of experience in B2B and B2C Marketing. She is a Graduate of the Marketing Institute of Ireland and the Digital Marketing Institute. She is a Linkedin Certified Marketing Insider, META Certified Community Manager, and Canva Champion.
Debbie supports, coaches, and trains businesses in Marketing, Social Media, Canva & WordPress along with her team, working with businesses at different stages of their journey.