Editor’s Note: This post was originally published in 2020 and has been revamped and updated to provide the latest trends and dos and don'ts in digital marketing.
When it comes to marketing, one thing is for sure -- change. The marketing landscape is always evolving due to technological advancements, changes in consumer behaviors and buying preferences, and the newest trends in marketing strategies.
Top Marketing Strategies and Trends for 2024
Therefore, we’ve compiled our annual list of the top 12 Dos, Don’ts and Stop Its in Digital Marketing Strategy for 2024. Collected from customer feedback, top industry resources and our expertise in coaching clients, here are our team's top tips for 2024:
Top 12 Dos, Don’ts and Stop Its in Digital Marketing for 2023
12. Stop Neglecting SEO
“While SEO can seem nebulous to those who don’t understand it, it’s the heart of the online visibility strategy for companies who want to grow.” – Rachel, Senior SEO Specialist
In today's digital era, your website serves as your digital front door, but just having a website’s not enough. Search Engine Optimization (SEO) is a MUST to get your website to show up in search results and stay competitive online. For a website to show its value to Google and other search engines, it must demonstrate E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness.)
Therefore, invest in an SEO strategy that is unique to your website and your company goals. The benefits of SEO can yield results for years, especially if you continue to update and refine your strategy. Done right, SEO can make a huge impact on website traffic, leads and revenue growth.
11. Stop Recruiting the Same Old Way
“Recruiting today is not about the individual jobs, but more about your company's culture, especially in industries like health care and senior living.” - Melissa, Senior Strategist & Coach
With record numbers of people making career shifts, competition for talent is fierce. Therefore, shift the way you think about recruitment. What people care about the most is your culture and how your treat employees. Invest in a recruitment marketing strategy that shows your authentic company personality and culture.
Post employee events and successes on social media. Encourage employees to share their stories via video testimonials. Use digital tools to communicate and build relationships with prospective candidates to keep a full pipeline. But most importantly, if there are areas in your culture that can be improved, fix them!
10. Stop Getting By with an Outdated Website
“Everyone goes online for nearly everything nowadays. If your company’s website is outdated, not user-friendly and not a good online experience, you’re turning customers away and limiting your company’s potential.” - Libby, UX/UI Designer
Your website should not be the same as it was two years ago or even a year ago. Online experiences and expectations have changed. Consumers demand ease online, or they’ll leave. They expect personalized experiences along with the ability to purchase online.
Websites nowadays include features such as online event scheduling, built-in video conferencing, interactive calculators and more. Update your website to add features that help you interact with customers online. If you have not yet done so, start with a website consultation and audit to map out gaps and optimizations to stay ahead of the competition in 2024.
9. Don’t Ignore the Growth of Social Media Search
“People aren't just turning to social media to stay in touch with friends and family anymore. They're discovering new products and seeking out brands.” – Erika, Marketing Specialist
The evolution of social media from its inception to the present is remarkable. A staggering 4.8 billion people globally engage with social media, and as more people use it, the way we use it continues to change.
Today’s users turn to social media to search for products and brands. Our feeds are now dominated by video content, influencers and advertisements. Consumers look to platforms like TikTok for places to shop or Facebook to find the nearest restaurant. In 2024, ensure your company has a strong social media strategy in place because that’s where your customers will be.
8. Don’t Misuse AI
“AI is here to stay. And while it can help us achieve more in less time, you must understand its limitations and know how to use it properly.” – Kelly, Director of Creative Strategy
The hottest AI tool to roll out, ChatGPT, reached 100 million monthly active users in just two months – making it the fastest-growing consumer application in history. While this AI tool and many more continue to amaze us, users must realize they are simply that – tools.
AI tools in marketing can help with content creation, customer engagement, SEO research, website coding and more. However, they aren’t always accurate, don’t have life experiences and can’t feel emotions. They aren’t human!
Use AI tools in 2024 but put AI guidelines in place. AI tools such as ChatGPT can be a starting point. Always read, fact-check and edit the results. Know your brand voice inside and out. Great writing and creativity come from experiences, emotions, curiosity and imagination. Don’t rely on AI for that.
7. Do Focus on Storytelling
“Storytelling is a powerful way to engage people and leave a lasting impression. Brands who tell great stories are memorable.” - Jessica, Senior Content Strategist
Now, more than ever, audiences crave genuine, sincere and authentic human interactions. Instead of thinking of your marketing as B2B or B2C, think of it as H-2-H – or Human 2 Human.
Infuse storytelling into your content. Stories are a powerful way to connect emotionally with your audience, making your messages more memorable and impactful. Craft content that resonates with your audience on a personal level. Focus on a relatable tone, casual language and breaking down intricate subjects as if you were sharing a story with a friend.
6. Do Video, Video & More Video
“If you’re not producing videos, you’re missing out on one of the most effective ways to communicate with — and convert — your audience.” – Mike, Multimedia Specialist
The shift toward video storytelling is not just a fleeting trend but a reflection of changing consumer preferences. One of the most notable trends in video marketing is the rise of short-form videos. As consumers are bombarded with digital content, there's a growing emphasis on delivering concise yet impactful messages.
All businesses can use video to effectively engage their audiences. The key is creating videos that are creative and relatable. Consider how-to videos, behind-the-scenes footage and other fun branded content. Invest in a high-quality video production that yields videos that can be used on various channels for multiple strategies.
5. Do Take Data Privacy Seriously
“Even secure websites get hacked. To keep your website secure, it’s crucial to continuously monitor it and conduct routine website security audits.” - Chris, Director of Web Ops
Unfortunately, cyber-attacks and security breaches on websites are pretty common these days. Whether caused by a technical loophole or a sophisticated attack by a cybercriminal, no business wants to deal with a hacked website.
If you don’t want your website to fall prey to an attack, it’s crucial to implement the latest website security features. Conduct a website security audit to uncover vulnerabilities and mitigate risks in the future.
4. Do Send Direct Mail
“Direct mail - done well - is a great way to tap into consumers' desires for more personalization with a physical touchpoint.” - Jenna, Marketing Specialist
Today’s direct mail campaigns are highly targeted, stand out in creativity, imagery and messaging, and are part of an omnichannel marketing strategy. Direct mail is a great way to get something tangible in the hands of your target audience. From a direct mail piece, data shows consumers will visit a brand website and follow a brand on social media. Therefore, incorporate direct mail into your marketing strategy to create a seamless customer experience across all channels.
3. Do Focus on Customer Retention
“Customer retention is about building relationships with your existing customers and giving them memorable experiences. Take time to look at how you can surprise and delight your current customers.” - Lindsay, Chief Client Experience Officer
Since it’s more expensive to get new leads than it is to upsell existing customers, one of the quickest ways to grow revenue in 2024 is to focus on your existing customers with retention marketing. In fact, increasing customer retention rates by just 5% can increase profits by 25% to 95%, according to Harvard Business School. Your existing customers are also your best advocates and sources of referrals.
Offer loyalty programs that reward members for spending. Engage your top customers in product feedback. Give incentives for referrals and sharing on social media. Create exclusive online events for your biggest fans. Send text message appointment reminders and emails with product tips and personalized thank-yous. Surprise and delight all year long!
2. Do Evaluate Your Tool Stacks
“If a team member left tomorrow, would his or her customer knowledge go out the door also? Having a CRM allows this documentation and information to be evergreen throughout the company no matter the turnover.” – Tyler, Chief Executive Officer
If you’re still tracking your leads and customers in spreadsheets or manually sending out emails and marketing materials, it’s time to stop. Customer Relationship Management (CRM) systems and Marketing Automation Platforms (MAPs) have become indispensable tools for businesses aiming to streamline their processes and foster stronger relationships with prospects and customers.
CRM systems and MAPs not only help in tracking and storing information about prospects, leads and customers but also offer a centralized platform for teams to access, manage and automate this data. Get a professional evaluation of your tool stacks and what your team needs. The right tool can bring higher efficiency, greater team alignment, a decrease in sales cycle lengths and an increase in revenue.
1. Do Implement a Plan for Stability
“In today’s world of constant change, have a partner you trust who can provide expertise and stability in your marketing strategies.” - Patty, Founder & Creative Strategist & Coach
One of the biggest benefits of partnering with a marketing agency today is the stability they can bring to your program. With the constant change in the world and high turnover in the labor market, a trusted agency partner keeps your program on track to achieving your revenue goals.
Not only that, an agency can bring a fresh perspective to your marketing strategy and give you an entire team with specialized skill sets across many areas of digital and traditional marketing. Partner with a marketing agency that provides you a solid foundation, expertise and the guidance you need to exceed your goals in 2024.
Ready to propel ahead in 2024? Looking for a partner to guide your team to success? Request a complimentary coaching session with Marketing Essentials today.