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Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert

The Trends & Digital Marketing Strategies For 2024

2023 has been and gone – we’ve now moved on to 2024, but should our digital marketing strategies be moving on, too? First and foremost, the start of a new year is pivotal for businesses. It’s a time for reflecting on what worked and, more importantly, what didn’t so we can learn and grow! Everyone wants to make improvements if it means greater success, right?

Whether you have an in-house team or partner with a digital marketing agency, 2024 is going to be a big year, but it has the potential to be slightly challenging, too – especially now AI is here to stay!

Cohesive digital marketing strategies have the power to increase your brand awareness, drive more conversions and build stronger customer loyalty. But with the likes of so many new and upcoming digital marketing trends, knowing where to invest your time, money, and effort can be overwhelming. So, let’s take a close look at the digital marketing trends for 2024 and how we can improve strategies to align with them.

SEO Trends & Strategies

What does the future of SEO look like? It’s changing, that’s for sure, and it looks like it’s set to be more user-centric and technology-driven – yes, we’re talking about AI and machine learning!

In particular, Google’s SGE will actively modify the search experience with the help of generative AI. Google has a goal to provide more relevant information to users based on the most asked questions. This change in SEO trends will provide relevant links and use conversational modes to enable users to follow up with additional questions – to put it simply; it will be like a conversation between users and Google.

How Should Your Content Change To Align With These Changes?

  • Create content that’s worthwhile. This has always been an essential factor; however, in 2024, if you want your content to be seen on search results, it has to be impactful. 
  • Google’s EEAT framework puts emphasis on Experience, Expertise, Authoritativeness and Trustworthiness, highlighting the advantage businesses will have with human-written content drawn from real experiences.
  • Hone in on your User Experience (UX); remember, you can’t control all aspects of your SERP visibility, so optimising your content for users is key.

Paid Advertising Trends & Strategies

Google Ads is a driving force for profit amongst many businesses, and the AI route in planning and publishing these campaigns may create bias when it comes to algorithms and ad layouts. In 2024, marketers should be aware of AI starting to limit control over visibility and performance, as well as paying close attention to the limits it has understanding context and language like humans would – this may lead to your campaigns becoming over-optimised, and this is something we want to avoid.

How Should Your Content Change To Align With These Changes?

  • It’s simple, really: don’t listen! Nothing will beat your own data-backed decision-making. You have strategy plans in front of you defined by your own expertise, so don’t allow Google to make these judgment calls for you. No matter how long you’ve been in the digital marketing industry, nothing beats cold, hard, factual data and human judgement.

Social Media Trends & Strategies

With so many platforms now demanding the attention of users, there may be a shift in dominance for upcoming platforms like Threads, while others have the promise to improve their organic traffic numbers. When it comes to social media, there is one element we can always count on – the constant change!

In 2023, we saw vast factors surrounding AI added to our favourite platforms, and this isn’t likely to slow down in 2024. As well as these customised feeds on TikTok, AI–generated stickers on Instagram and AI tools for YouTube shorts, we see many, if not all, social media marketers using AI to create better campaigns and improve their content.

Have you seen how many users LinkedIn has now? Over 1 Billion! It’s no longer considered the ‘job hunting’ tool; it’s a platform to network, learn new skills and discuss taboo topics, as well as a place for businesses to engage with wider audiences. In 2024, we are surely set to see great advancements in the features and engagement on this platform, so if you haven’t already, why not get ahead and start incorporating LinkedIn into your strategies this year?

Are the days of fighting for attention on social media gone? In 2024, we are expecting to see many businesses on these channels swap their strategies from ‘engagement focused’ to ‘retention focused’. It’s no secret that the engagement rate has declined in recent years, which is why businesses are taking things into their own hands, producing social media campaigns that gain engagement but also retain the attention of these audiences on their profile too.

How Should Your Content Change To Align With These Changes?

  • Keep updated with your competitors and see how they’re integrating AI into their strategies to create engaging content for your audiences – remember to consider your audience’s opinion on AI and stay aware of the ethical and privacy concerns this may raise.
  • Many business owners like to build a strong personal brand to run alongside their business; switching your LinkedIn profile to ‘creator mode’ will open the door to more features and tools.
  • Start producing and optimising your content around entertaining, educating, and informing; if you provide value, users are likely to stay!

To conclude, 2024 is a better time than ever to start future-proofing your business and strategies to align with AI. While it’s not always recommended to rely on AI due to its inability to understand context and language like humans would, there is no doubt that it will be a powerful tool we all start to use! In addition to this, it’s essential that marketers and business owners alike inform themselves on the rapidly changing algorithms and features available on platforms, be that from a paid advertising, SEO, or organic social media perspective.

Thankfully, at The Good Marketer, our specialists adapt quickly to these trends and updates! If you’re in the market for a team of digital marketing experts to take the reins on your SEO, social media or paid advertising this year, get in touch with us today. Let’s make 2024 your best year yet!