What’s With All the Major Changes Happening in Online Marketing?
Over the past few months, it seems like online marketing (social media) has been turned upside down. From the latest (infuriating) Meta updates to the TikTok ban, to the possibility of breaking up Google’s search and advertising tools, major changes seem to be hiding around every corner.
For small businesses that rely on these tools to connect with clients, big shifts like this can feel overwhelming. But what’s causing these sudden changes, and how can you prepare for what’s next? Let’s break it down.
Why Are These Big Changes Happening Now?
Government Pressure
Governments around the world have been scrutinizing the tech industry for monopolistic practices and privacy concerns. In the U.S., we’ve been working to break up companies like Google to cultivate more competition in the tech industry. Similarly, TikTok has been banned in other countries like Afghanistan, India, Iran, Kyrgyzstan, Nepal, and Somalia due to “data security concerns” – and the U.S. is following suit.
Politics
With tech giants like Zuckerberg and Musk getting more involved in questionable politics every day, they’ve zeroed in on social media’s ability to spread information. They’ve made it their mission to silence those speaking up, keep us isolated and in the dark, and prevent us from organizing further.
How Can Small Businesses Roll With the Changes?
1. Diversify Your Online Presence
Don’t put all your eggs in one basket. Do your best to show up on multiple platforms – but remember to put the most focus on where your audience is now or is headed next.
While you’re at it, you’ll want to re-engage with or start building your email list, and make sure your website and SEO are dialed in, so your small business won’t be entirely reliant on a single external platform. Heck – maybe it’s even time to give Bluesky a go!
2. Explore Video and Experiment With Trends
Platforms are prioritizing short-form video, live streaming, and other content trends. If a given trend or format makes sense for your business, giving them a test drive can give you a competitive edge.
Signs are pointing towards a video-centric social media world, so think about what video content would look like for your small business. (if the thought of video makes you cringe, we have a few tips to make it easier!)
3. Choose Community
Platforms may change, but folks will always value connection and quality content. Build a loyal online community by being genuine, telling your story, and using your unique skills and knowledge to help them through their struggles.
The Gist
Yes, the digital landscape has been shifting faster lately. But small business owners are no strangers to adapting and being resourceful. You’ll need to mix up your strategies, try out new content formats, and focus on nurturing your audience to navigate the changes ahead effectively. Big changes are inevitable, but the silver lining is that they’re also opportunities to experiment with and nurture new ideas.
Ready to future-proof your online marketing strategy? Let’s start planning for what’s next together.