Marketing is changing fast.
It can be really frustrating to know where to focus your efforts and resources to get results…
But don’t worry, I’m going to make it really simple for you.
I analyzed the data, looked at the reports, and experimented with my own marketing to figure out what is actually making a difference right now.
In this blog, I’m breaking down 5 things you should focus on in 2024 if you want to increase your engagement, growth, and revenue this year.
Hey Posse, what’s up? It’s Alex.
Coming at you with a topic EVERY SINGLE copywriter, marketer, and business owner needs to pay attention to as we move into 2024…
And this is just the TIP OF THE ICEBURG of what I have for you…
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Alright… today I’m sharing my BIGGEST marketing predictions for 2024…
These are 5 things I think you should focus on if you want to boost your business this year…
And… let’s just address the big fat elephant in the room.
NO – A.I. is NOT on this list.
Let me tell you why…
It’s no surprise to anyone that A.I. is the BIGGEST marketing trend right now…
So I’m not saying it’s not going to be significant in 202…
BUTTTTT there is a big difference between something that is “trending” versus something that is actually making a difference and moving the needle when it comes to MARKETING results.
Don’t get me wrong…
A.I. is an awesome tool and it’s going to be a permanent fixture in the future of marketing campaigns…
But, but, but…
While so many people are fixated on how to use A.I. to fast-track their marketing efforts…
People seem to be ignoring the GIANT opportunity it’s also creating for brands and businesses to stand out and RISE UP above the noise.
The truth is, ever since A.I. has been the hottest topic of conversation on the airwaves, something interesting is happening…
Customer MISTRUST is through the roof.
If you thought customers were skeptical before, well just you wait…
Because now they are damn right FED UP with AI customer support, cookie-cutter robo-copy, and transactional marketing funnels….
And they are LOUDLY voicing concerns about being misled or duped.
Yup… customers becoming less trusting of businesses that are relying too heavily on A.I…
So hear me out…
A.I. has a place in marketing and business.
But its place is NOT running your entire marketing, branding and customer support departments.
Consumers are HUNGRY for REAL human interaction and connection.
Humans crave connection with other humans – that will never change.
So as long as your customers are, well, humans…
I highly suggest you don’t forget this fact.
In 2024, consumers will seek out brands and businesses that approach their marketing efforts DIFFERENTLY than everyone else who is relying heavily on AI automation.
Marketing lesson 101, Posse – while everyone zigs… zag.
And that is what you’re going to learn how to do in this blog.
So let’s get into it and countdown the 5 things you should be focusing your marketing efforts on to STAND OUT in 2024.
Starting with #5 and working our way to the most important on the list… the #1 way to build your brand in 2024…
#5 – Storytelling
As I mentioned, in this age of A.I., mistrust will continue to rise in 2024. With such a skeptical and savvy audience, you’ll want to play the long game and focus on building trust.
And how do you do that?!
With storytelling.
Here is why storytelling is such a powerful marketing strategy…
Stories create an emotional connection.
Check out this article from Lani Peterson on Harvard Business…
“Scientists are discovering that chemicals like cortisol, dopamine and oxytocin are released in the brain when we’re told a story. Why does that matter? If we are trying to make a point stick, cortisol assists with our formulating memories. Dopamine, which helps regulate our emotional responses, keeps us engaged. When it comes to creating deeper connections with others, oxytocin is associated with empathy, an important element in building, deepening, or maintaining good relationships.”
So by telling your readers a great story, you just:
- Improved the chances they will remember what you said.
- Kept them engaged, listening, or reading.
- AND the real kicker… created an emotional connection.
If you can get your audience to feel emotionally connected to you – then congratulations…
Because you’ve likely just gotten yourself a paying customer – for life!
I love this share from one of my recent customers…
You made me laugh, you made me tear up, you made me shiver (from excitement and anxiety in equal measure so let’s call it anxitement). I chuckled when Alex said “You can watch the replays on 2x speed if you want” I mean c’mon…Alex on double speed, can you imagine? I’d need stimulants for that! But it was inspiring and eye-opening, and I’m sincerely grateful.
Emotional connection fosters brand loyalty, but that’s not the only reason we want to use storytelling in our marketing…
It’s actually the ultimate secret weapon…
According to psychologists Melanie Green and Tim Brock – when we enter into a story, we let our guard down. We’re less focused on cold, hard facts, because we’re swept away by the story.
This is called narrative transport.
And it’s incredibly persuasive…
Because you can debate facts, you can disagree with opinions, but you can’t argue with a story.
So what does this mean for YOU?
How can you implement storytelling in your marketing efforts?
In 2024, you should be using storytelling to bypass skepticism, increase believability, and create community.
Do this by featuring real case studies, customer results, and personal stories that allow your audience to SEE THEMSELVES in your messaging.
Alright, next up…
#4 – Conversational Marketing
In 2024, the most effective marketing campaigns and funnels will NOT be one-size-fits-all.
Customers will seek more personalized and conversational buying experiences, expect interactive and helpful support channels, and avoid anything that feels like a sales trap.
According to a global study conducted by Pega, 88% of consumers DEMAND that businesses be transparent about how and when they use A.I. bots.
We’ve all had those terrible chatbot interactions – right?
“Umm… can I talk to a human please?!”
But it’s not just these unhelpful and frustrating chatbot experiences that turn customers off…
In this article posted by the Federal Trade Commission, there have been multiple reports of consumers who were mistakenly suspended or banned by A.I. – and worse… left without the ability to appeal their case to a human.
Not to mention numerous complaints of consumers who are unable to reach a human for customer service complaints…
I probably don’t have to tell you this, but ONE bad interaction like this is enough to drive away almost ANYONE.
In my opinion, there is nothing wrong with utilizing A.I. to streamline your customer service and support channels…
I think when used the right way, having a ChatBot can actually IMPROVE the user experience and make your content more accessible.
I use a ChatBot on my Instagram to deliver resources – like free guides and links – to my followers as soon as possible… faster than a human could send them!!
BUT I am totally transparent and identify the bot – you can see we do that here in the very first sentence of this automated message…
We named our Bot Benny, And everyone loves Benny!
But you HAVE to make it super simple for the consumer to opt out of interacting with the bot and chat with a human instead…
Here is an example of how we give our audience that option. If they click the button “I have a question”… we send one more automated message that asks them to drop their questions and lets them know we’ll get back to them ASAP.
So while A.I. and technology can definitely assist in streamlining your conversational marketing efforts… DO NOT ignore the power of empathy and humanity.
Alright, next up on the list…
#3 – Live Video
Video marketing has been on the rise for YEARS – in fact, it’s been on my marketing predictions list for the past several years in a row…
But in 2024, this will look a bit different…
As generative A.I. takes over video feeds, there will be a rise in demand for live and interactive video marketing.
Humans crave connection with other humans – that will never change.
NOW is the time to make your community feel even more connected to you through LIVE video. And the best part about this is that it doesn’t actually have to be super complicated.
Something as simple as showing up in your stories every day can make a HUGE difference…
Your followers will get used to seeing your face every day and they will LOOK for you to post your story…
And that’s a GOOD THING.
One of the trickiest parts about marketing is staying front and center in the mind of your audience.
This is how you can do that.
But besides showing up on stories and getting your audience to EXPECT seeing and hearing from you…
You should also be utilizing LIVE video everywhere else you possibly can in your business…
Use live video webinars, events, workshops, and community events.
This will create memorable and exclusive brand experiences for your audience.
And further deepen their loyalty to your brand.
Alright, one more on the list before we get to #1…
#2 – Omni-Channel Marketing
Customers are FED UP with being forced down a funnel and treated transactionally.
The old school direct response mentality of “buy, die, or unsubscribe” is DEAD.
Today, it’s pretty rare that a brand-new lead will see an ad and then immediately become a customer…
It does happen, of course, and we love those people! But it’s pretty rare.
So any brand that continues to optimize for immediate sales will seriously struggle…
In 2024, customers will take more time, on average, to interact with brands across multiple channels and touchpoints before making a purchase.
What I’m seeing in MY business is a much longer sales cycle – with over HALF of my customers purchasing after 30 days.
The average customer interacts with my brand across 34 touchpoints before making their FIRST purchase.
And this isn’t just an anomaly with my brand…
Just about every business owner I’ve spoken to about this has been seeing similar buying cycle trends in their businesses.
On average, the number of touchpoints a customer is using BEFORE making a purchase has TRIPLED in the last 15 years.
That’s why it’s so important to adopt an Omnichannel marketing strategy – and diversify your marketing efforts…
So what does that really mean?
It means you shouldn’t *just* be doubling down on Instagram content – though I love IG just as much as the next person…
You also need to put out consistent, high-value content across other platforms…
I’m talking Messenger, SMS, LinkedIn, TikTok, YouTube, Pinterest, and of course – the goldmine of marketing…
Your email list!
Marketers using three or more channels in a campaign earned a 494% higher order rate than those using a single-channel campaign.
But the real key to omnichannel marketing is JUST that you’re showing up and posting content on different platforms…
It’s that you are delivering a cohesive EXPERIENCE for your customers.
They should be able to bounce from one touchpoint to the next without missing a single beat. With the same messaging, the same opportunities to convert, and the same level of customer support.
So you’re not sending out different messages and vibes on one platform, just because it’s quote/unquote “a professional platform”…
And then being more laid back and real on a different platform, because it’s quote/unquote “more casual”…
NO – you need to show up and BE YOU – the same you on every single customer touchpoint.
That is what will build authority and trust…
And moving onto #1 on the list… THE BIG ONE!
#1 – Values-Based Marketing
Your values must come FIRST.
Period!
People want to buy from brands that share the same values as them – they want to feel a connection with the brands they buy from.
A recent study published by Wunderman – a global digital agency –
found that 56% of people feel more loyal to brands who “get me” and show a deep understanding of their priorities and preferences.
And 89% of consumers are loyal to brands that share their values.
That is HUGE.
It means that being the cheapest or best is no longer the only positioning strategy.
In 2024, it’s time to get crystal clear on who you REALLY are…
What do you stand for?
Don’t be afraid to STAND for something or of “turning someone off”…
Remember – if you try to appeal to everyone, you’ll end up appealing to no one.
The beautiful thing about stating who you are and what you believe in is that you AUTOMATICALLY attract your perfect audience – the people who share your values and want to support you.
Polarity creates popularity.
This is how you call in your perfect customers & create community.
Will you repel some other people? Ones who disagree with your values and beliefs?
Sure you will.
But that’s a good thing!
Show up, be YOU, engage with your customers, embody your values, and offer real value.
THAT is the #1 way to build your brand in 2024.
Which probably feels a little overwhelming – right?
Like, where do I even BEGIN with all of this?
Well, my friend, you start by hiring a copywriter or marketing specialist who knows exactly how to help you.
Copywriters are specially trained to help you create your perfect messaging.
A copywriter can help you hone in on your values, create an omnichannel marketing strategy for you, help you plan, script & promote LIVE videos, write your conversational marketing AND spearhead your storytelling.
Trust me, this is one area of your business you DO NOT want to skimp on.
If you’re interested in hiring a Posse-trained writer, just follow the link.
All my writers have been trained by ME and have successfully completed my 8-week copywriting training program.
They’ve learned my proven copywriting processes, frameworks, and formulas.
Posse writers have been hired for:
- Content Writing
- Video Sales Letters, Video Scripts & Webinar Scripts
- Launch Copy
- Branding Strategy
- Email Marketing & List Management
- Launch & Campaign Strategy
- And so much more!
And if you’re a copywriter reading this and you want to get trained by me, learn more about my 8-week copywriter coaching program the Copy Posse Launch Pad which opens again in 2024!
Until next time, I’m Alex. Ciao for now!
