How Small Businesses Can Reach Their Customers Better in 2024

In Hubspot's latest Consumer Trends Report, they uncovered a few key insights that are reshaping how your customers are shopping. Here are their findings and what you can do as an entrepreneur to stay ahead of the curve.

Hubspot Says: 59% of consumers prefer to gather information themselves rather than speak to a human.?

Netta Says: The traditional sales funnel has been disrupted by Gen Z, who value autonomy and immediate access to information. Unlike previous generations who might have relied on direct interactions with sales representatives, Gen Z prefers to conduct their own research and make informed decisions independently.

As small business owners, you need to approach how you present and share information about your products and services.? Your website should be the central point where your customers can find the questions to their answers. Ensure that you have product descriptions that are detailed and informative, highlight key features, benefits and specifications. All images and videos should be high-quality and provide a clear understanding of what your product offers or your service provides.

If you're looking for a place to start, I'd recommend compiling an FAQ section that addresses the most common questions and concerns your audience has. You can also create a blog with articles, guides, infographics, and tutorials related to your products or services. This content will help educate your audience, position you as an expert, and improve your search engine rankings -- because we all dream of being on the first page of those Google results, right?

Hubspot Says: Social media is the #1 product discovery channel, and people are buying directly via social.?

Netta Says: Social media has transformed to more than a networking platform. It's now a powerful and popular marketplace. This means your social strategy is more crucial now than ever. No, you don't need to be on every social channel. Pick the one that best reflects your target audience and show up there consistently.

For example, if you're targeting Gen Z, TikTok or Snapchat may be where you spend most of your time. If you're targeting a more professional audience, Linkedin is the place to be.

Make sure you're also utilizing a business or creator account to help grow your presence and track performance. These accounts offer insights into how your content is performing, who your audience is, and when they're most active on the platform. This data will help guide your content and posting cadence.

Lastly, be sure you're experimenting with ads and shopping features.?

Hubspot Says: Consumers shop on their phones more than any other devices.?

Netta Says: If your website isn't optimized for mobile users, you'll lose them. Ensure your website is mobile-friendly and has a short load time. Simplify your website's navigation by using clear menus, large buttons and concise text. Your goal is to make it super easy for your customers to find what they're looking for.

Next, make sure that you have a short and straightforward checkout process. If feasible, you want all of this information on one-page. At minimum, you want to minimize the number of steps required to complete a purchase.

Autofill capabilities and mobile-friendly payment options like Apple Pay, Google Pay, and Paypal, can expedite the process and reduce cart abandonment.

Hubspot Says: 1 in 3 consumers use AI chatbots to learn or find inspiration and ideas.

Netta Says: As AI chatbots become more integral to how consumers seek information and inspiration, the nature of SEO is evolving. Instead of just targeting short, specific keywords, small businesses should now consider how their content can be easily found and understood by these AI-driven tools. AI chatbots are designed to understand and process natural language queries (this is just a fancy way to say "everyday language.") This means that your content should be written in more of a conversational tone. Instead of focusing on short keywords like "marketing tips," you're using phrases like "how can I market my small business effectively?" within your content and providing the answers for your audience.?

Additionally, you'll want to incorporate more long-tail keywords into your content to ensure the AI chatbots can provide the answers to their users. So instead of "shoes," you'd want to use "best running shoes for flat feet."?

To win at this, take a moment to think through some of the top concerns your audience has or your frequently asked questions, then create content around this.

Hubspot Says: More than half of consumers are being more careful with spending.

Netta Says: Money is TIGHT these days and people are seeking out products and services that offer the most value for their coins. That means successful selling requires that your small business is a value-first brand. Start by deeply understanding the specific pain points and challenges your customers face. Then clearly articulate the unique benefits and advantages of your product or service. Use customer testimonials, infographics, or comparison charts to show how your brand stands out from the competition.

Hubspot Says: 75% of consumers say data privacy is a human right.?

Netta Says: With increasing concerns about data breaches and privacy violations, consumers are more cautious than ever about sharing their personal information online. As a small business owner, demonstrating your commitment to protecting your customers data can help you build trust and loyalty.?

Start by being transparent about how you collect, use, and store customer data. Ensure that customers have to actively opt into data collection practices such as email lists and newsletters.?

Next, ensure that your website is secure by using HTTPS encryption. This is something you can typically purchase through your domain provider and it encrypts data transmitted between your website and your customers, protecting sensitive information. You can also implement two-step authorization (2FA) for customer accounts to add an extra layer of security. 2FA can significantly reduce the risk of unauthorized access to customer accounts. (Sidenote: Here's my personal story on how 2FA basically saved my life.)

Lastly, make sure that you're using secure payment systems like Google Pay, Apple Pay, and Square. These platforms encrypt payment information which reduces the risk of fraud and data breaches.

Hubspot Says:?Consumers want to support brands committed to diversity and inclusion, and small businesses.?

Netta Says: ?Despite what you might see on the news, diversity isn't dead. Consumers want to see that the brands they support reflect their values and contribute to a better society. Your brand should stand for something, and you should proudly share that in your marketing. Start by clearly defining your brand's core values. These values should be authentic and reflected in every aspect of your small business, from your hiring practices to marketing strategies.?

All in all, staying ahead means adapting to new consumer trends. By aligning your small business practices with these trends, you'll not only meet customer expectations, but also build a stronger, more resilient brand.

Read Hubspot's full report here.

?? Welcome! I’m Netta ???? , your strategic marketing partner. I specialize in elevating the brands of high-value leaders, organizations, small businesses and nonprofits, transforming insights into impactful, revenue-generating strategies.

Each day, I share marketing tips and strategies that allowed me to transition from my corporate 9-to-5 to running a multiple 6-figure business so that you can do it in half the time.

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