7 ways to market strategically in 2024

As 2024 approaches, the digital marketing landscape isn’t just changing; it’s evolving at warp speed. And here at the tail end of 2023, it’s our chance to grab the reins and steer our marketing strategies towards uncharted territories, armed with the latest tech and insights.

Artificial Intelligence (AI) has shifted from being a futuristic novelty to a huge part of our marketing tactics and strategies. But AI is just one piece of the puzzle. Digital marketing is all about being strategic, smart, and often doing things you’ve never done before.

Let’s dive into ways to market strategically in 2024.

1 – Leverage emerging technologies in marketing

AI is no longer just a buzzword in the marketing world and a dream of the future. It’s become a heavyweight champion in the marketing toolbox of many professionals.

Think of AI as the fastest intern you’ve ever had. (We even refer to ChatGPT as “Chad the intern.”) It can tirelessly sift through data, help write content, and even do some light programming work for your website. You still need to do the first 10% and final 10% of the job, but it will do the middle 80% faster than any intern you’ve ever employed. Just don’t turn the whole process over to AI!

But AI’s just one part of the story. There’s a whole world of emerging tech that’s waiting to shake things up in marketing. Here’s a hit list of technologies you should keep your eyes on:

• Conversational AI and Advanced Chatbots
• Personalization Engines using AI
• Augmented Reality (AR)
• Voice Search Optimization Tools
• AI-Driven Content Generation Tools
• Interactive Video Content Platforms
• Predictive Analytics and Customer Insights Tools
• Virtual Reality (VR)
• Natural Language Processing (NLP) for Improved Customer Interaction
• Real-Time Social Media Analytics
• Augmented Data Visualization Tools
• Privacy-Focused Marketing Technologies
• AI-Powered Social Listening Tools

Each of these has the potential to add a new layer to how we do digital marketing. From creating more immersive experiences to ensuring tighter security, these technologies are about making marketing not just more effective but also more exciting. Keeping a tab on these will help you stay ahead in the game and maybe even redefine it.

2 – Integrate your marketing tools and platforms

If you’re using multiple marketing tools and platforms, integrating them can make a huge difference.

When I say “integration,” I’m talking about pulling together various marketing tools to create a streamlined, effective strategy. This is where a platform like HubSpot comes into play. Think of it as your marketing control center, merging CRM, email marketing, social media management, and more into one cohesive unit.

While it’s certainly not the only option, HubSpot shines in its ability to make sense of data from all these different sources. It’s not just about collecting information; it’s about turning that data into insights you can actually use. This means your marketing strategies can be more precise, targeted, and, most importantly, effective.

With HubSpot, you’re not just throwing darts in the dark; you’re making calculated moves.

But HubSpot’s real power lies in its integration capabilities. It ensures that your marketing efforts across various channels are in sync. Whether it’s aligning your social media posts with your email campaigns or making sure your content strategy supports your overall marketing goals, HubSpot helps keep everything on track.

This kind of consistency is crucial for strategic marketing that actually has an ROI.

Another standout feature of HubSpot is how it bridges the gap between marketing and sales. But only if both the marketing and sales teams are both using it!

If they are, it makes it easier to be client- and customer-focused. Your messaging is consistent, and there’s an ongoing feedback loop between marketing efforts and sales efforts. If you want to make it easier for people to do business with you, this will help.

But HubSpot isn’t the only player in the game. There are several other integrated CRM and marketing platforms that are out there:

• Zoho CRM: A budget-friendly option, Zoho CRM integrates sales and marketing features with a strong focus on social media.
• Salesforce: Known for its comprehensive CRM solutions, Salesforce also offers extensive marketing capabilities, making it a favorite for large-scale operations.
• Keap (formerly Infusionsoft): Keap offers CRM, sales, and marketing automation. However, be warned that it had the nickname “Confusionsoft” because of its reputation for being overly complicated.
• ActiveCampaign: Combining email marketing, automation, sales automation, and CRM, ActiveCampaign caters to businesses of all sizes.

Choosing the right platform depends on your business size, marketing needs, and the specific functionalities you require. Each platform offers unique features and benefits, so it’s worth exploring them to find the perfect fit for your strategy. Remember, the goal is to find a solution that not only simplifies your marketing efforts but also amplifies them.

3 – Adapt to changing platform algorithms

Staying on top of platform algorithms is a bit like trying to hit a moving target. Just when you think you’ve got it figured out, things change. This is especially true for platforms like LinkedIn, which we’ll circle back to in a moment. But first, let’s talk strategy for staying ahead of the curve with these ever-evolving algorithms.

The key is staying up to date on major changes and doing continuous experimentation.

For the experimentation, think of it like testing out new recipes – some will be hits, others might need tweaking. Every post is an opportunity to learn what works. This means mixing up your content types and seeing how your audience responds.

It’s all about adaptability and playing the long game.

Here’s a rundown of platforms where you should consider staying up-to-date on major algorithm changes:

• Google: The king of search engines, Google’s algorithm updates can significantly impact your website’s visibility.
• Facebook: Known for frequently tweaking its algorithm, impacting how your content is seen and engaged with.
• Instagram: With its focus on visuals and stories, understanding Instagram’s algorithm can help your content stand out.
• X (formerly Twitter): Fast-paced and hashtag-driven, Twitter’s algorithm favors timely, engaging content.
• LinkedIn: As a powerhouse for B2B marketing, LinkedIn’s algorithm plays a big role in how your content is distributed and how people engage with it.
• YouTube: With its own unique algorithm, YouTube prioritizes content based on watch time, relevance, and viewer engagement.
• TikTok: TikTok’s algorithm is all about viral content and user interaction patterns.
• Threads: The newest platform on here, keeping an eye on Threads’ algorithm can offer new opportunities for engagement and outreach.

Remember, each platform has its own set of rules and preferences. It’s like dealing with different personalities. What works on one might not work on another. And with Google, the stakes are even higher as it dictates how easily people can stumble upon your website.

Keep informed and keep experimenting with your content across these platforms. Watch your analytics like a hawk and be ready to pivot your strategy based on what the data tells you. It’s a bit of trial and error, but that’s what keeps digital marketing exciting. Stay curious and stay flexible.

4 – Maximize LinkedIn

While LinkedIn isn’t right for every organization, it’s a juggernaut in the B2B marketing space, and understanding how to effectively use it is key. While personal profiles often have a more immediate impact, don’t sleep on the power of a well-crafted company page. It’s like having an extra ace up your sleeve.

For those at B2B companies, here’s a quick rundown of some LinkedIn tactics you can use in 2024 if you’re not already using them:

• Post Consistently: Regular posting keeps you on the radar of both people and the algorithm. Share industry insights, company updates, videos, and thought leadership pieces.
• Connect Continuously: LinkedIn is all about connections. Keep expanding your network by connecting with relevant professionals and engaging in meaningful conversations.
• Give to Get Recommendations: Regularly writing recommendations for others can encourage them to return the favor. It’s a win-win for boosting credibility.
• Develop Your Company Page: A robust company page reflects your brand’s identity and values. Keep it updated and engaging.
• Grow Your Company Page Following: Actively work on increasing your company page followers. This can amplify your reach and impact.
• Engage with Other Content: Don’t just post and ghost. Comment on and share other users’ content to increase your visibility and engagement.
• Utilize LinkedIn Features: From posts to newsletters, use various LinkedIn features to keep your content dynamic and engaging.
• Monitor Analytics: Keep an eye on your profile’s and page’s analytics to understand what’s working and tweak your strategy accordingly.

LinkedIn is not just about showing up; it’s about standing out. It’s a blend of personal touch and company branding. Use your profile to build networks and your company page to showcase what you’re all about. With consistent effort and a bit of savvy, LinkedIn can be a potent tool in your B2B marketing toolkit.

5 – Take a strategic, psychological approach to your website

Your website needs to be more than just a basic online brochure; it should be strategic. Gone are the days when a slick design and a catchy call-to-action (CTA) cut it.

Today, a website needs to be smart, strategic, and psychologically attuned to your audience’s needs.

Let’s break down what this means:

• User Experience is Everything: Your site should be as intuitive as it is informative. A confusing layout or clunky navigation is like a roadblock in your customer’s journey. Keep it simple. Keep it effective.
• Content That Resonates: The words on your site matter. It’s not just about listing services; it’s about connecting with your visitors. Speak their language, address their pain points, talk about your process for helping them win, and watch engagement soar.
• Psychology of Design: Colors, images, and layout aren’t just aesthetic choices; they’re psychological tools. They set the tone and mood of your site, subtly influencing how visitors feel about your brand.
• CTAs That Drive Action: Your CTAs should be compelling. They’re your virtual signpost, guiding visitors towards taking action, whether it’s contacting you, downloading a resource, or making a purchase.
• Brand Consistency: Your website should be a mirror reflection of your brand’s identity. Consistency in design, tone, and messaging reinforces your brand and builds trust with your audience. It should match how you look on social media, in your email newsletter, and elsewhere online.
• SEO That Delivers: Staying visible on Google is non-negotiable for most organizations. Regularly update your content, do SEO topic research, and stay abreast of SEO best practices. It’s like keeping the lights on so customers can find you.
• Ongoing Maintenance: Websites aren’t set-and-forget like they were a couple of decades ago. They require regular updates, security checks, and fresh content to stay relevant and functional.
• Mobile-Friendly Approach: With a growing number of users browsing on mobile devices, your website must perform flawlessly on screens of all sizes.
• Speed Matters: A slow-loading website is a quick turn-off. Optimize for speed to keep your audience engaged and reduce bounce rates.
• Leverage Analytics: Use analytic tools like Google Analytics—GA4—to understand visitor behavior. It’s like having a window into what works and what doesn’t, allowing you to make informed tweaks.

In essence, your website should be an active participant in your marketing strategy, not just a passive bystander. It’s your home on the web and should provide a user-centric, psychologically engaging, and strategically optimized experience at the intersection of what your customers want and what you want for them.

6 – Utilize impactful visual content

Now, let’s talk about visual content, a vital piece of the digital marketing puzzle.

It’s not just about having images and videos; it’s about creating visuals that make a psychological connection with your audience. In a world where everyone is bombarded with content, your visuals need to do more than just look good – they need to resonate.

Here’s how to make your visual content work harder for you in 2024:

• Dynamic Social Graphics: Social media is a visual playground. Your graphics should be attention-grabbing, brand-consistent, and tailored to each platform’s unique style. Use custom photography if you can!
• Engaging Blog Article Images: The right images can transform a blog post from good to great. They should complement your content, break up text, and help illustrate your points.
• Impactful Video Thumbnails: These are the first thing viewers see. Make them compelling enough to click, using vibrant colors, intriguing titles, and clear imagery.
• Animated GIFs: They’re not just fun; they can be incredibly effective in adding personality and emphasis to your content.
• AI-Generated Images: With AI’s growing capabilities, consider using tools like DALL-E or Leonardo.ai for creating unique, custom images that align with your content themes.
• Psychological Connection: Use visuals that evoke emotions, whether it’s joy, trust, curiosity, or excitement. The emotional impact of an image can significantly influence engagement and recall.
• Brand Consistency: Ensure your visual content aligns with your brand’s color scheme, tone, and overall aesthetic. Consistency builds brand recognition.
• Quality over Quantity: It’s better to have a few high-quality, impactful visuals than a multitude of mediocre ones. Quality visuals reflect the quality of your brand.
• Optimize for Multiple Platforms: Ensure your visuals work well across multiple platforms. You may need to create a couple of different versions to make that happen. What works on Instagram might not work on LinkedIn or Twitter.
• Test and Analyze: Use analytics to see how your visual content performs. Which images get the most engagement? What kind of videos do your audience watch the most?

Visual content is about creating a connection, telling a story, and leaving a lasting impression. It’s an integral part of your digital marketing strategy that can drive engagement, enhance brand recall, and ultimately, contribute to your business goals.

7 – Harness the power of video

Video continues to reign supreme in the digital marketing world. It’s no longer just an option; it’s a necessity.

Let’s dive into how you can leverage specific video tactics to enhance your marketing strategy.

• Short-Form Videos: Platforms like TikTok and Instagram Reels have revolutionized the way we consume content. These short, snappy videos are perfect for grabbing attention quickly. They’re ideal for showcasing quick tips, behind-the-scenes glimpses, or even just bringing a human touch to your brand. Keep it short, keep it engaging, and watch your engagement soar. And they can even be utilized effectively on other platforms like LinkedIn.
• Long-Form Content for YouTube: While short videos catch attention, long-form content on YouTube helps in establishing authority and providing detailed information. This format is perfect for deep dives into topics, how-to guides, or extended product demonstrations. It’s about providing value that keeps viewers coming back for more.
• Live Streaming: Utilize live streaming for real-time engagement. Whether it’s for a product launch, a live Q&A session, or just a casual catch-up with your audience, live streaming adds an unfiltered, personal layer to your marketing efforts.
• Educational Content: Position yourself and your organization as a thought leader by creating educational videos. From industry insights to practical advice, these videos can help build trust and authority in your field.
• Optimized Video SEO: Just creating great content isn’t enough; it needs to be found. Optimizing your videos for SEO with compelling titles, relevant tags, and descriptive summaries is crucial for visibility.
• Consistent Branding: Your videos should be instantly recognizable as part of your brand. Consistent use of logos, color schemes, and tone ensures that your brand identity is reinforced with each view.
• Behind-the-Scenes Content: Showing the human side of your business can create a deeper connection with your audience. Share behind-the-scenes content to build authenticity and trust.
• Consistent Posting Schedule: Consistency is key to keeping your audience engaged. Set a regular schedule for your video content, whether it’s weekly, monthly, or daily.

Integrating these video tactics into your digital marketing strategy can greatly enhance your brand’s visibility, engagement, and connection with your audience. Video is a versatile, dynamic medium that can tell your brand’s story like no other.

Ready for marketing in 2024?

Remember: marketing in 2024 is about being smart, strategic, and willing to do things you haven’t done before. I’ve covered a lot – from AI’s power to integrating tools like HubSpot, adapting to platforms’ ever-changing algorithms, and using LinkedIn to its fullest in B2B marketing. Then, there’s the crucial role of your website and the undeniable impact of visual and video content.

It’s a fast-paced world out there, and the best way to keep up is to keep evolving. And hey, if you ever feel overwhelmed or just need a bit of guidance, remember, my team and I are here to help.

Let’s make 2024 a year of growth, innovation, and some seriously effective marketing!