Lucy - BQ Magazine EditorWe’re on the cusp of 2025, and that often means needing to plan for the next business year. Of course, you can enjoy your break and all the festivities that go along with it, but we’re willing to bet many business owners will be ticking over what strategy would be best for them as they return to work.
So, let us do some of that thinking for you, so you can power into the new year with confidence and energy that is usually depleted by the end of the previous year. But of course, a renewed strategy should be about invention and trying something new, as long as the old approach could use improvement.
So what might that mean in practice? Well, with the following advice, we believe you’ll nail your marketing efforts and no doubt secure the best path forward for your brand:
Performance-First Marketing
Smart businesses are moving away from flashy campaigns that generate likes but not sales. It’s just not good enough to get important engagement. That means digging into their data, finding out exactly which efforts bring in real customers, and doubling down on those approaches.
This might mean spending less on social media and more on email newsletters that actually drive sales, or maybe for you it’s about creating detailed case studies instead of viral content.
A data-driven marketing service can help you get the ball rolling. Just centralise your approach to measuring everything and being honest about what truly moves the needle for your business.
Reaching Out To Experts, Not Influencers
The influencer bubble hasn’t exactly burst, but it’s changing shape. Customers are getting savvy about sponsored content from random people who made it big for unclear reasons, and looking for deeper expertise. Industry experts might have smaller followings than influencers, but their opinions carry real weight.
These are people who’ve spent years in your field, not just months building a following and of course, there are online genres of content for that too. They can explain complex ideas in ways that help your customers make decisions and having their approval is worthwhile, even if you have to be clear you’re sponsoring them.
Of course, building relationships with genuine experts tends to create longer-lasting partnerships than chasing the latest social media star too, so that’s a bonus.
Moving On From Easy Platforms Such As TikTok
Quick-hit social platforms had their moment, but businesses are realising they need more substance. It might even be that TikTok is banned in the US next year, despite its popularity. So, while that and similar platforms can generate buzz, they often don’t create lasting connections with customers that they’re really looking for.
It’s for that reason that many smart companies are investing in their own spaces too, such as a well-crafted website, an engaging podcast, or a newsletter that delivers real value as part of the thought leadership in your industry. You have more control here and don’t have to chase viral moments for nothing.
With this advice, we hope you can more easily ensure a better marketing approach and learn to benefit yourself thanks to those efforts. The more you can achieve that, the better off you’ll be.
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