Tips: Future-Proofing Your Brand | Features

This article originally appeared in our sister publication, South Sound Business. 

The latest marketing trends stress AI, short-form video, updates to SEO, and seamless integration through platforms.

Already confused?

Rest assured: Even if you’re behind on these terms and trends — or don’t know what they mean — a solid marketing strategy will help your business focus on the growth opportunities that are right for you.

AI: The Highly Capable Marketing Assistant

“The bigger the enterprise, the more they are investing in using AI beyond just ChatGPT. And it’s not just about creating content and generating ideas,” said Rusty George, principal of an eponymous creative-services firm serving building industry clients throughout the West.

People can use AI to create automated marketing plans with strategies, tactics, lead generation, and even for campaign development, he said.

But you need to supervise it.

Nicole François, president of Market Well, cautions that AI can improve or enhance productivity, but it can’t replace a human doing the work. Her strategic communication and marketing consultancy serves clients throughout King, Pierce, and Snohomish counties.

“If you are wise in what info to feed it, AI gives you a great first draft. You better not let it complete the last draft,” cautioned François. “It’s very hard to ensure you won’t plagiarize and create a lawsuit for your company.”

Get Ready for Your Close-Up

Marketing experts agree — if you are not using video, your company misses out on engaging with many potential customers.

“Short-form video is not a trend; it is a communication shift,” said Jenny Weekes, owner of Olympia-based Hartwood Creative, a strategic communications firm.

It’s too important to ignore, she said.

“We have to meet our target audience where they already are — scrolling, swiping, and consuming content that is authentic, engaging, at their fingertips. Businesses of any size have this power to build relationships, transform followers into ambassadors, and drive measurable growth — both online and off.”

François calls it the most powerful external communications medium. “You can invest a little to soup up your iPhone and get editing software. For around $1,500, you can DIY it and make excellent videos,” she said.

Build on a Strong Foundation 

Whether your business is all in with the latest trends or is just beginning to explore how new technologies can boost your marketing efforts, it pays to start with a plan.

“It’s easy for business owners to get caught up in the latest shiny newfangled thing. They think they’re at risk of falling behind,” said François. “Yet the tried-and-true approach to marketing means grounding your tactics in a plan.”

A plan helps identify your ideal customers, how to reach them, what to say, and why certain tactics can meet your goals.

Create it yourself — maybe with a little help from AI — or hire a consultant or firm for insights and expertise. Our experts agree — that investment will save you time, money, and lots of anxiety.

“Don’t leap before you have a plan,” said François.

Make Sure Your Website Works — for Your Customers 

Have you ever looked at your website from your customers’ perspective?

George asks, “Does it sound like a real conversation you’d have with a potential customer — or like a robot regurgitating search terms?” Instead of focusing on telling the story of only your business, reframe your content as a solution to your customers’ wants, needs, and problems. “It’s about speaking clearly and answering the questions they are looking for,” said George. And, Google’s algorithm now rewards personal, relatable content over sites tagged to the max with buzzwords and industry jargon. “People who create their own content are going to stand out,” he said.

Marketing Tips and Tricks for Businesses of All Sizes 

Even if your business doesn’t have a big budget, you can sprinkle in the latest trends to grow your audience. Keep these principles in mind:

Be Consistent

Align your messaging on your website, social media, and even in spoken communication. Give your customers the same care and service online or in person.

Put AI to Work

Explore automating tasks like email marketing, social media scheduling, and basic content creation with free or low-cost AI tools. Involve humans in the planning and review.

Collect Customer Info

Use simple surveys to learn what your customers want, and email sign-ups to build a list. Engage with customers on the topics they care about — as well as sales and promotions.

Connect with Your Customers

Tailor content to different customer groups. Think short emails in plain language, reader-focused web content, and targeted social media posts.

Get Comfortable with Video

Film short, relatable video content to post on YouTube Shorts, Instagram, and other channels. If you’re putting off this strategy, you’re ignoring a vast audience who will watch but will not read.

Invest Time in Learning

Ask AI to point you to free online courses and tutorials to boost your digital marketing skills.