The last few years have been crazy for small businesses and their marketing strategies. Today, there are so many different aspects of online marketing it’s difficult to remain current and know where to put ones time and energy. This leads to questions such as, what social media networks should I focus on, what tools do I need and how much time and energy should be devoted to mobile, search and SEO? The bigger question for most of us is, what’s next? To enable us to answer these questions prospectively, we queried a few select marketing, brand and technology experts who focus on helping small businesses succeed online.
“What will online small business marketing look like in 5 years?”
I do think consumers (and I include b2b buyers in this as well) will continue to get more savvy about marketing pitches and how much data they share so it will be even more important for small businesses to build trust relationships with prospects through their marketing efforts rather than direct cold sales pitches. This continues the trend we’re seeing now, which is why content marketing is so important! I would love for “mass untargeted marketing” to be officially dead in 5 years so people only see and hear what’s relevant to them, but I doubt this will come to pass. But the truly successful small business marketers will be more focused on quality over quantity than ever before because with all the options and noise they will be forced to be.
– Maria Ross, Red Slice LLC, @redslice
Innovative, nimble small businesses five years from now will be competing and winning more regularly against their larger competitors. It will be fun to watch.
– Matt Heinz, Heinz Marketing, @HeinzMarketing
In the next five years, small business owners will become much more concerned about SEO. Ranking local businesses in Google will become much more competitive as everyone will be engaged in basic citation building. I believe coupons will migrate from offline formats like Pennysavers and newspaper circulars to online formats. I believe companies like RetailMeNot will start making it easier for small businesses to distribute coupons online.
– Marc Prosser, FitSmallBusiness.com, @fitsmallbiz
– Ramon Ray, Smallbiztechnology.com, @ramonray