The Shift I’m Seeing in Small Business Marketing Right Now
Some honest insight
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There’s a shift happening in the world of small business marketing and not all of it is good.
Some businesses are pulling back marketing efforts to cut costs
Some are over-relying on AI and it shows
Some are on the right track
I’m seeing some businesses lean into more real and relatable content. Less perfection, more presence, and more focus on connection. These brands are showing up consistently, even if it’s not perfectly curated, and they’re speaking in a way that feels human. The kind of content that builds familiarity and trust.
I’m also seeing businesses disappear online. Abandoning social media profiles, outdated websites, and no real connection to the online world. Cutting back marketing efforts always worries me. It tends to become a problem not immediately, but over time.
And then there’s the over-reliance on AI. While it can be a helpful tool, it shows when it’s used without effort. Generic captions, no depth, AI-generated visuals, and a lack of personality. Everything feels polished but impersonal.
If your marketing plan feels too easy, it probably is. Small business marketing takes planning, research, testing, and sometimes a good o’fashioned trial and error mistake.
If you’ve been feeling unsure about what to do with your marketing lately, you’re not alone. if there’s one thing to hold onto, it’s this: staying visible, staying human, and staying consistent is a great goal to have.
Go back a few posts to when I asked you what online success looks like for your business. Start there, knowing your marketing goals is a foundational step you can take today. I always tell brands, start where you are and then stage your goals out until you reach where you want to be.
Something is always better than nothing at all. Using your authentic brand voice is a solid decision. Working with what you have will get you going forward. All in my opinion of course.
Inside Look - Two New Websites!
Two new websites recently launched for Nick's English Hut and Osteria Rago—two Bloomington staples with very different stories to tell. Great local businesses don’t always need to follow the latest website or marketing design trends. They need and deserve to feel authentic. These sites were built to reflect their personality, history, and of course great food.
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