Introduction
This year is set to be like no other in marketing for small and medium-sized businesses (SMBs). Many of the 2025 marketing trends were well underway by the end of 2024, but they're accelerating at breakneck speed. AI is the most prominent trend that is completely disrupting the field of marketing, as well as your field if you're a small business owner reading this. Yet many small businesses are doing nothing more than asking ChatGPT a few questions, not liking the results, and moving on.
Here at ZenChange, we're “all in” on AI. It absolutely will be at least as disruptive to business as was the general availability of the internet. AI is set to replace jobs, as well as at least double the productivity of workers as soon as this year. Regardless of your field, workers who learn how to utilize AI, including the plethora of LLM model updates and SaaS tools, will be the ones left standing. But it takes both systems thinking, as well as open-mindedness and persistence to embed AI into your organization. At least as of this writing in January, no AI tool is ready to completely replace an entire function. But by breaking down a job into many component steps, you may be surprised at just how many steps AI can take over, whether it is by embedding the right tool to complete the step, or by enabling a human-led step to be more efficient and effective. Our goal is to be more effective marketers for our clients using AI, and to stretch their budgets further.
AI isn't the only marketing trend we're seeing in 2025. We'll review trends in consumer behavior, social media, SEO, PPC, and even good old-fashioned grassroots marketing. SMBs operate in unique situations, often with limited resources but boundless ambition. This presents both challenges and opportunities in a world where staying ahead means embracing change.
And wow, our world is about to change!
Current SMB Marketing Landscape:
Diverse Sectors: Each industry, whether it's healthcare, legal services, cannabis, or wine & spirits, has its own set of rules and market dynamics. There is no one-size-fits-all when it comes to a marketing plan. While there are overall marketing best practices, they must be adapted according to your target personas, geography, and unique selling proposition.
Resource Limitations: While resources may be limited, creativity and innovation are not. SMBs are great at finding effective solutions that don't break the bank. Why? Because they really have no choice.
Digital Transformation: Digital channels continue to make it possible for businesses to reach larger audiences, creating a fair playing field. In fact, when the market is rapidly changing, SMBs can be much more nimble to take market share from larger players.
Evolving Consumer Behavior Trends
Understanding consumer behavior is crucial for small and medium-sized businesses (SMBs) looking to navigate their markets. Since the pandemic, there have been significant shifts in what consumers prioritize. They are now more focused on getting value for their money and are also very concerned about sustainability issues. It's no longer enough for businesses to just sell products; they must also show that they care about social responsibility and environmental sustainability.
Shifts in Consumer Priorities Post-Pandemic
The pandemic fundamentally changed what consumers value. It left us with several behavioral shifts that appear to be sticking.
Value-Driven Shopping: Customers are more discerning, prioritizing purchases that offer tangible benefits and align with personal ethics.
Sustainability Focus: Brands that incorporate sustainable practices into their operations not only attract eco-conscious consumers but also build long-term loyalty.
Omnichannel Experiences: Consumers expect seamless experiences across all channels, both online and offline. SMBs need to ensure their marketing efforts are integrated and provide a consistent brand experience, as well as be active on the channels where their target audience participates.
Mobile-First: Consumers are increasingly relying on mobile devices for shopping and information gathering. SMBs need to ensure their websites and marketing materials are mobile-friendly.
Convenient Payment Options: Consumers are increasingly demanding convenient payment options. SMBs should offer a variety of payment methods to cater to different preferences.
Health and Well-being: Consumers are prioritizing health and well-being more than ever. SMBs in relevant industries should consider how their products or services can contribute to a healthy lifestyle.
Brand Loyalty: There has been a significant reduction in brand and retailer loyalty in recent years. SMBs need to focus on building strong relationships with their customers to foster loyalty.
Merging Physical and Digital: Consumer behavior is increasingly merging physical and digital experiences. For example, many consumers prefer self-service kiosks and tech-based checkouts. SMBs should consider how to integrate technology to enhance the customer experience both online and offline.
Gen Z and Social Responsibility: Gen Z consumers are particularly attuned to social responsibility and are more likely to support brands that align with their values. SMBs should consider incorporating social responsibility initiatives into their marketing strategies.
Emphasis on Authenticity and Transparency
Consumers want to feel a real connection with the brands they support, and they expect clear and open communication from those brands. This trend goes beyond just advertising; it includes every part of how a business operates, such as customer service and corporate decision-making.
Bonus tip: brand searches are a significant ranking factor for Google.
This means that the more people search for your brand in 2025, the more Google will show your website in other search results.
Leveraging Podcasting for Authentic Brand Engagement
One effective way for SMBs to show authenticity and transparency is through podcasting. This helps establish a brand's authority and can be a great sales tool. Your prospects may be more interested in being interviewed on your podcast than booking a sales pitch. This can be the start of a deeper relationship which can ultimately lead to a sale. Just don't make the mistake of treating your podcast like a sales pitch, or trying to pitch right on the heels of concluding an episode. It is far more effective to let the relationship evolve naturally, finding value-added opportunities to connect following the episode.
Key Strategies for SMBs To Connect With Consumers:
Transparent Communication: Use platforms like podcasts to keep your audience informed about your brand’s values, challenges, and progress through authentic storytelling.
Authentic Interactions: Engage with consumers on a personal level, responding to their concerns and feedback promptly and sincerely.
Focus on Smarter Marketing: SMBs will need to prioritize efficiency and effectiveness in their marketing activities due to resource constraints. This means adopting a data-driven approach and focusing on strategies with the highest potential return on investment (ROI).
The Rise of AI: AI-powered marketing tools are becoming increasingly prevalent, offering SMBs opportunities to automate tasks, personalize experiences, and gain deeper insights into consumer behavior. However, it's crucial to balance automation with genuine personalization and maintain the human element in marketing. In most industries, your clients want to do business with a human, not a bot, although a bot can certainly help with high-efficiency transactions. Your marketing needs to not only attract your target clients but also help them get to know you.
By understanding these changing consumer behavior trends, SMBs can build stronger connections with their clients and stay relevant in a market that is constantly evolving.
Key Market Trends Shaping 2025
Economic stability is a crucial factor influencing the competitive landscape for small and medium-sized businesses (SMBs). As the market stabilizes, more SMBs will enter the arena, intensifying competition. This increased competition demands that businesses refine their strategies to stand out. The need to differentiate has never been more critical, making it essential for SMBs to be proactive and strategic in their approach.
A significant shift is anticipated toward cost-effective digital strategies. Many companies are reallocating their digital marketing budget from traditional advertising channels to more dynamic and measurable digital avenues. This trend aligns with predictions for 2025, where digital marketing becomes not just an option but a necessity for survival and growth. Investing in SEO, social media marketing, and content creation offers more precise targeting and better returns on investment.
Leveraging technology will be key—utilizing tools that offer automation, data analytics, and customer insights can provide a competitive edge. Balancing these tools with creative human input ensures personalized experiences that resonate with today's savvy consumers.
The future of SMB marketing lies in agility and adaptability. By focusing on economic stability and embracing digital transformation, businesses can position themselves effectively in a sea of growing competition.
The Impact of AI on SMB Marketing
AI marketing trends are changing the way small and medium-sized businesses (SMBs) plan their strategies. AI plays a crucial role in automating marketing tasks, making it easier for SMBs to manage their operations. AI has evolved from simple queries to being embedded in most of our favorite apps to having PhD level expertise at your side. This year, we’ll see the rise of Agentic AI, where AI agents will become performing members of your team who not only provide advice but execute tasks. AI agents likely won’t hit full stride until 2026, but leading-edge companies (perhaps your competitors) will already begin to embrace this direction. Will you?
Watch this space for our upcoming Marketing AI Impact Reports by industry. Subscribe to our newsletter to get them hot off the press!
Marketing AI, Best Practices, and Getting Found
Benefits of AI for SMBs
1. Content Creation: AI-driven platforms can now generate high-quality content tailored to specific audiences. This means creating engaging blog posts, compelling ad copy, and even personalized video content becomes less time-consuming and more efficient. But here's the trick. If you simply get an AI tool to write your blog, it won't be that interesting to humans, or to Google. An out-of-the-box blog written by your favorite LLM (ChatGPT, Gemini or Claude), will still sound pretty bot-like. In addition to careful prompt engineering, you'll still need to edit out the AI-sounding content, add E-E-A-T (Google's content guidance for Experience, Expertise, Authoritativeness, and Trustworthiness) to be viewed as valuable content. You'll then need to write some original content with a strong point-of-view to make it interesting.
Credit: Moz
Follow us for upcoming "How To" guides on using AI in your marketing.
2. Data Analysis: With AI, SMBs have access to powerful data analysis tools that were once only available to large corporations. These tools can analyze customer data, predict trends, and provide actionable insights that help in making informed decisions. AI is embedded into several SaaS tools, but you can also train a custom GPT to be a data analytics specialist, in order to assess trends, answer questions about your business, and produce charts.
Balancing automation with personalization is crucial. While AI offers significant efficiency gains, maintaining a human touch in marketing interactions remains essential. Consumers today crave authentic connections and personalized experiences. For instance, using AI to segment audiences allows businesses to deliver targeted messages that resonate on a personal level without losing the warmth of human interaction. Unless you really love it, your days of figuring out pivot tables are over!
“SMBs who survive will embrace these cutting-edge technologies while staying true to their brand values.”
SEO Trends and Best Practices for 2025
SEO remains a cornerstone of effective marketing strategies for small and medium-sized businesses (SMBs). But SEO is changing.
Adapting to Evolving SERPs
Modern SERPs are no longer just lists of links; they now incorporate features like featured snippets, knowledge panels, and local packs. Ensuring your content is optimized for these elements is essential. This means focusing on structured data to help search engines understand your content better, ultimately improving visibility in these rich results.
Understanding User Behavior Changes
User behavior is shifting towards more conversational and intent-driven searches. Implementing search intent optimization ensures that your content aligns with what users are truly searching for. This involves:
Analyzing search queries: Understanding the intent behind search queries helps tailor content that meets user needs.
Creating relevant content: By aligning topics with user intent, businesses can improve engagement rates and conversions.
Establishing Topical Authority: Building topical authority has become a vital aspect of SEO in 2025. Search engines favor sites that demonstrate expertise across specific subjects. This involves:
Producing comprehensive content: Cover all facets of a topic to establish credibility. Give people a reason to explore your website for longer, sending positive signals to Google.
Linking internally: Strengthen your site's authority by interlinking related articles or resources.
Leveraging Online Reviews: Another key aspect of SEO in 2025 is managing online reviews, which play a significant role in shaping a business's online reputation. Positive reviews not only enhance credibility but also improve local SEO rankings.
Embracing these changes isn't just about keeping up—it's about staying ahead in a dynamic digital environment.
Your SEO Strategy Checklist for 2025.
Search Intent Optimization: Understanding and optimizing for search intent will be more critical than ever. SMBs need to create content that aligns with what users are searching for and provides valuable answers to their questions.
Topical Authority: Building topical authority through comprehensive and in-depth content will be essential for ranking well in search results. SMBs should focus on creating content clusters that cover a topic from multiple angles.
AI-Generated Content: AI content tools can help SMBs scale their content production and improve efficiency. However, it's crucial to ensure that AI-generated content is high-quality, original, and provides real value to users. This will require some human oversight for content calendar creation, editing, and adding thought-provoking, original content so it doesn't sound like a bot. The good news is, you should be able to start creating longer form content in the same amount of time if you use the right tools.
First-Hand Experience: In the age of AI-generated content, first-hand experience is becoming increasingly important for establishing credibility and expertise. SMBs should leverage the knowledge and experiences of their team members in their content creation.
Author Entities: "Author entities" are gaining importance in SEO. This refers to the concept of establishing the credibility and authority of the individuals creating content. SMBs should consider building author profiles and showcasing their expertise.
SGE's Impact on Search Behavior: Search Generative Experience (SGE) has the potential to shift user search behavior by providing more comprehensive and summarized answers directly in search results. SMBs need to adapt their SEO strategies to account for these changes.
Competition from Social Networks and AI Chats: Social networks and AI chat platforms are becoming a new form of competition for search engines. SMBs need to be aware of these alternative channels and how they might impact user search behavior.
User Experience (UX): Google will continue to prioritize user experience as a key ranking factor. SMBs need to ensure their websites are mobile-friendly, fast-loading, and easy to navigate.
Voice Search Optimization: With the increasing popularity of voice assistants (over 200 million users in the US alone), voice search optimization is becoming more important. SMBs should optimize their content for conversational queries and natural language.
Local SEO: Local SEO will become even more important as search results become increasingly personalized. SMBs with a local presence should optimize their Google Business Profile and leverage local keywords and link-building strategies.
PPC and Paid Media Strategies in 2025
AI Automates PPC Campaigns
Artificial intelligence is changing how businesses do pay-per-click (PPC) advertising. With AI handling complex tasks automatically, managing campaigns becomes easier. This means small and medium-sized businesses (SMBs) can spend less time on day-to-day operations and more time making important decisions about their advertising strategies.
One AI-enabled form of advertising is Programmatic Ads. This tactic can find your target audience based on their profile and location. For example, you may want to target people who attended a particular conference last year, or an upscale neighborhood close to your place of business, or your competitor's place of business. Programmatic ads access all of the search data from your phone, and push ads on channels such as TV streaming, website banner ads, and more. Unlike geofencing, which pushes an ad at the time a device enters a location, programmatic ads identify where that device was at a specific point in time, how long it was there, and even which other devices were connected to the same network.
But it's not just about saving time and money. AI also brings a level of accuracy that was previously difficult to achieve. With its ability to analyze large amounts of data quickly, AI can help businesses identify patterns and trends in consumer behavior. This means they can target their ads more effectively, reaching the right people at the right time.
First-Party Data Targeting
With growing concerns over privacy and data protection, businesses need to find new ways to understand their customers without violating regulations. One solution lies in first-party data - information collected directly from consumers through interactions with the brand.
In 2025, this type of data will become increasingly important for SMBs looking to personalize their advertising efforts. By leveraging insights gained from customer interactions such as website visits, purchases, and email engagements, businesses can create tailored ad experiences that resonate with individual preferences.
Building robust databases of first-party data takes time and effort but offers significant long-term benefits. It allows companies to move away from relying solely on third-party cookies or generic targeting methods, which may not always be accurate or effective.
Emerging Opportunities with Performance Max and Demand Gen Campaigns
Advertising platforms like Google Ads and Meta are constantly evolving to meet the needs of advertisers, and are working more AI features into their ad management. These campaigns leverage machine learning algorithms to optimize ad delivery based on real-time performance data. They do this by optimizing bidding strategies (how much you're willing to pay for each click) and ad placements (where your ads will appear). This way, SMBs can ensure that their marketing budgets are being used efficiently. However, with tools like Google's PMAX being somewhat of a black box in terms of the tactics it will utilize, it's also important to test campaigns that target specific keywords (or audiences in the case of Meta). In our experience, having a human test and adjust strategies in certain campaigns is key.
Another trend gaining traction among SMBs is Demand Generation (Demand Gen) campaigns. Unlike traditional methods that focus solely on driving immediate sales, these campaigns aim to nurture leads over time through targeted content marketing efforts. This means you don't sell the end product or service, you sell the next step. By providing valuable resources such as ebooks, webinars, or industry reports relevant to potential customers' interests, businesses can establish themselves as trusted authorities in their field even before making a purchase decision. This is a key tactic for any professional services business in particular.
New Channels for SMB Marketing Trends
As digital landscapes evolve, so do the channels for reaching target audiences. Streaming services also present an opportunity for forward-thinking SMBs looking to connect with consumers in innovative ways. With the rise of platforms like Netflix or Disney+, advertisers now have access to captive audiences who willingly consume content online.
Emerging channels like gaming, in-app ads, digital out-of-home (DOOH), and connected TV (CTV) will offer new opportunities for reaching audiences. SMBs should explore these channels to diversify their paid media mix. Do keep in mind that any platform will require sufficient data to feed its algorithm and provide better targeting, so your budget will need to allow for this.
“Diluting your budget across too many channels is a recipe for failing at all of them. “
It is better to pick the most probable channels for success, focus your spending, and then allocate NEW funds to test additional channels as your budget allows.
Grassroots Marketing Approaches for SMBs
Grassroots marketing can be a game-changer for small and medium-sized businesses (SMBs), especially those in regulated industries like legal, healthcare, cannabis, and wine & spirits. These strategies focus on community engagement, where genuine connections are built through creative and interactive methods. This means being present where your target audience already hangs out.
Utilizing Gamification to Drive Engagement
Gamification turns tedious tasks into fun experiences by adding game-like features. For SMBs, this strategy can significantly increase customer interaction. For example, you can create loyalty programs that reward customers for completing specific actions.
Building Positive Media Coverage Through Local Partnerships
Local partnerships are crucial for grassroots marketing. By working with other businesses or community organizations, SMBs can expand their reach and boost their credibility. Here are some ways to leverage local partnerships:
Collaborate with other businesses on joint promotions or events
Partner with community organizations for sponsorship opportunities
Establish relationships with local media outlets for press coverage
These efforts can lead to positive media attention, which enhances the brand's reputation and demonstrates its dedication to the community.
By engaging the local audience through these grassroots strategies, SMBs can stay relevant and connected in a constantly changing market. As we approach 2025, using these tactics will be crucial for maintaining a strong local presence in the face of growing online competition.
Networking
Without a doubt, the best form of marketing for entrepreneurs just starting out, or those with limited budgets, is boots-on-the-ground networking with potential referral partners. As you grow, the organizations where you choose to spend your valuable time networking may change, but either you or someone on your team should still be out in the community regularly, connecting with complementary businesses who can refer you clients, and you to them.
Web Design Trends Influencing Marketing Strategies for 2025
Your website is the cornerstone of your marketing strategy. It needs to showcase your brand in a way that reflects on your image online the way you project it in real life. A key trend emerging in this space is the popularity of minimalist design. This approach emphasizes clean, simple layouts that enhance user experience by making navigation intuitive and content easily digestible. For small and medium-sized businesses (SMBs), adopting minimalist design trends can significantly improve engagement rates, as users are likelier to stay on a site that feels uncluttered and accessible.
Here is your web design checklist for 2025:
Minimalist Design: Minimalist design focusing on straightforward typography and simple layouts will continue to be popular. This approach can improve user experience and make it easier for visitors to find the necessary information.
Animated Illustrations: Animated illustrations can add visual interest and personality to websites. SMBs can use illustrations to communicate their brand message and create a more engaging user experience.
3D Design: 3D design elements can create a more immersive and interactive experience for website visitors. SMBs can use 3D design to showcase products, create virtual tours, or add depth and dimension to their website.
Organic Shapes: Organic shapes and flowing lines can create a more natural and visually appealing aesthetic. SMBs can use organic shapes to break up rigid layouts and add a touch of creativity to their website design. We recently launched our new website on Framer and worked in the flow of Zen garden lines to give it a cohesive look.
Emphasis on Original Photography: High-quality photography and videography will be crucial for small businesses. SMBs should invest in professional photography to showcase their business in the best possible light.
Nature Distilled Aesthetic: The "nature distilled" aesthetic is gaining popularity in web design. This involves using earthy tones, natural textures, and subtle sophistication to create a calming and inviting online environment.
The Importance of High-Quality Visuals in E-Commerce
In tandem with minimalist designs, the importance of high-quality visuals in e-commerce cannot be overstated. As consumers increasingly make purchasing decisions based on online interactions, visually appealing websites become crucial. Multiple high-resolution images and videos per product capture attention and convey professionalism and trustworthiness.
The Rise of Immersive Web Experiences
Immersive web experiences are another cornerstone of 2025 marketing trends. These experiences go beyond static pages, incorporating interactive elements such as virtual tours or augmented reality features to engage visitors deeply. By integrating these technologies, SMBs can offer unique value propositions that resonate with tech-savvy consumers.
Leveraging Local Online Marketing Strategies
However, alongside these design trends, SMBs need to leverage local online marketing strategies effectively. This includes utilizing tools like Google Maps to enhance visibility and attract more clients. This is typically one of the quickest ways to get found in your area. To be effective, your website should be locally optimized, in addition to your Google Business Profile, to send positive signals to Google to send local traffic your way.
The synergy between design simplicity and immersive experiences positions SMBs to captivate their audience, driving both brand loyalty and conversion rates.
Conclusion
The SMB Marketing Trends and Predictions For 2025 preview a year full of disruption. We may decide to rewrite this entire article in March with new trends! Adapting to this changing environment is not just a choice anymore; it's essential. In 2025, effective marketing will require flexibility, creativity, and the ability to embrace new trends before they become popular. Wouldn't you have liked to have been on Instagram right at the beginning? That's where we are with AI right now.
Key takeaways for SMBs:
Prioritize a data-driven approach to marketing.
Embrace AI-powered tools to improve efficiency and personalization but maintain the human element in marketing.
Focus on creating high-quality, valuable content that aligns with search intent.
Build an active online community and foster customer engagement.
Provide seamless omnichannel experiences.
Stay informed about evolving consumer behaviors and adapt marketing strategies accordingly.
Be adaptable and agile in responding to new trends and technologies.
Your 2025 Marketing Mindset:
Curiosity: When you were a little kid and someone presented a new toy, you likely embraced it with excitement and curiosity. Think of all of these new technologies as new toys for your business. Take the time to play with them, see which ones work best, and then pick your favorites. Here at ZenChange, we have an AI tool testing taskforce that tests out new tools and LLM releases weekly, reporting back and making our selections. We connect with other marketers weekly to compare notes so we can all stay ahead. Either do this for each area of your business or find a partner who will.
Adaptation: Stay alert and ready to change your strategies based on new technologies and shifting consumer behaviors. This means keeping up with AI developments, understanding consumer expectations for authenticity, and being aware of emerging platforms that could change how you engage with your audience.
Balance: While technology can make things more efficient, marketing is ultimately about connecting with people. It's essential to find a balance between using automated processes and having personal interactions. Use AI to gain insights from data, but remember that these insights should enhance your genuine relationships with your customers, not replace them.
This year, what will set you apart is your ability to combine advanced tools with honest communication. Start engaging with these trends now so that your business can not only survive but also thrive in 2025!
While AI can be a powerful tool in your marketing strategy, it should not be the sole driving force. It is crucial to strike a balance between technology and human touch, leveraging the benefits of automation while still prioritizing authentic customer relationships.
The trends outlined in this report highlight the need for SMBs to be proactive, strategic, and customer-centric in their marketing approaches. By understanding consumers' evolving needs and preferences, leveraging AI's power, and adapting to the changing digital landscape, SMBs can position themselves for success in 2025 and beyond.
Happy Marketing!
Works Cited
Marketing AI, Best Practices, and Getting Found
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Social Media Marketing Trends for SMBs
In 2025, short-form video content continues to reign supreme, transforming how small and medium-sized businesses (SMBs) connect with their audience. Platforms like TikTok and Instagram Reels are not just influencing trends; they're setting the stage for how brands engage with consumers. These platforms empower SMBs to showcase their creativity and authenticity through bite-sized videos that capture attention quickly. That said, we’re also seeing a mix of long-form videos gain traction, so mix it up! If you record long-form, these videos can easily be spliced up to suit various tactics.
The rise of social media commerce is another trend reshaping the marketing landscape. Consumers are increasingly comfortable making purchases directly from social media platforms. By leveraging social media's interactive features, SMBs can create seamless shopping experiences that encourage conversions without leaving the app.
However, it's crucial to remember that social media has blurred personal and professional lines, which can impact how brands are perceived. Therefore, maintaining a professional image while being relatable is key.
Influencer marketing is experiencing a transformation of its own. As consumers seek genuine connections with brands, the growth of user-generated content (UGC) becomes invaluable. UGC offers a layer of authenticity that traditional advertising often lacks. Collaborating with micro-influencers or encouraging satisfied customers to share their experiences can amplify the brand's reach and credibility.
Exploring these trends equips SMBs to adapt successfully and thrive amid changing consumer behaviors and technological advancements.
Social media remains a critical channel for SMBs to connect with their target audience. Here are some key trends to watch out for in 2025: