NFIB’s Marketing in the Digital Age – New Year, Fresh Start webinar discussed the best marketing practices to promote your small business. Delos, Inc. Owner Donna Botti went over best practices for improving your business’s digital presence, incorporating artificial intelligence (AI) in your marketing techniques, and outlining an annual marketing plan. “The landscape of digital marketing in 2024 is getting noisier,” said Botti. “Advertising is more expensive, first-party data is more important than ever, and your customers are looking for authenticity and relationships.” Besides the suggested information listed above, the webinar reminded business owners of three key actions:

1. Focus your efforts on the right clients, – What part of your business do you want to grow? – Have a laser focus on clients and the business you want more of. – Make sure your product, message, and audience are aligned.
2. Use the content you already have, – Think about questions people have and come to you with. – You have content on your website! Answer the questions people are asking. – Use key content for the type of business you want. – Don’t build on rented land. The most important messages should be on your website, not social media.
3. Make it easy and manageable. – Plan your content. Get rid of silos. – Reuse and repurpose information. – Have a mix of timely, seasonal, and evergreen.

Regarding AI, Botti recommended that businesses should use these tools wisely, incorporating them slowly. “It’s more crowded out there, and AI is making it worse,” she said. “Don’t rely heavily on AI but use it as a tool in your marketing plan.”

WATCH ON-DEMAND

Join NFIB’s next webinar, Ask the CPA – 2024 Edition, with special guest Micah Fraim, CPA and small business tax expert on Wednesday, February 7, at 12 p.m. EST. The best-selling author will provide a realistic and informative take on small business tax planning. Be sure to have your questions ready!