7 Small Business Marketing Trends That Will Define 2025
You have big goals for your business this year — knowing the latest marketing trends and best practices will ensure that you reach them.
If you're like most entrepreneurs and small businesses, you're juggling several priorities at any given moment: Engaging with customers. Managing inventory. Hiring the right people. Planning for growth. Most days just don't have enough hours to also research and execute better marketing strategies!
Recent research from Constant Contact reinforced what many of us already know: Small businesses are focused on attracting new customers, but have less than an hour each day for marketing. Smarter, more efficient ideas are needed to make the most with limited resources.
Let's unpack some trends with the most potential to fuel a successful 2025:
1) Personalizing With AI
If you haven't experimented with AI yet, now may be the time. In my own experience, I've found it useful in getting up to speed on a topic quickly with conversational queries and prompts, or to develop rough drafts of content that I adapt for my own voice.
In addition, popular apps and software for small businesses now have built-in AI tools that allow for sophisticated personalization. According to Gartner, 67% of small businesses now use some form of AI-powered marketing automation, up from 35% in 2023.
For example, local retailers are using AI to analyze purchase history and send personalized product recommendations, while restaurants are implementing AI-driven loyalty programs that predict customer preferences and send targeted promotions.
2) Short-Form Video is Fueling Storytelling
If you spend time online, then you recognize the power of modern short-form video. But here's the thing: forget those super polished, expensive-looking productions. Customers know "real" when they see it — authentic, human stories like your morning routine, a quick tour of your workshop or a 30-second tip about your industry.
HubSpot's 2024 State of Marketing Report told us that businesses using short-form video see 40% higher engagement rates compared to other content formats. Sarah's Cookies in Portland, Oreg. boosted foot traffic by 25% with daily 30-second behind-the-scenes videos of bread-making, while Mike's Auto Shop in Chicago grew its customer base by 30% using quick tutorial videos about basic car maintenance.
3) Getting Ahead of Voice Search
Search engine optimization (SEO) is a constantly-evolving field, as we all try to tailor content that ranks higher in Google results. Now that voice-activated devices are becoming more common in homes and vehicles, optimizing for voice search is a way to get ahead of the curve.
What does this mean, exactly? Local businesses are adapting their website and social media content to match natural language patterns and focusing on long-tail keywords that align with how people actually speak. This includes optimizing for phrases like "near me" and questions that begin with who, what, where, when and how.
For instance, a local pizzeria might optimize for phrases like, "Where can I get the best pepperoni pizza downtown?" rather than simply "best pizza restaurant."
4) Sustainability Is a Marketing Asset
With the sheer number of buying options now at their fingertips, customers are empowered to shop their values. And for many, the leading concern is the environment — a recent Deloitte study showed that 82% of consumers consider environmental impact when making purchases, with an even stronger influence on Gen Z and Millennials.
Small businesses are responding by highlighting their sustainable practices, from eco-friendly packaging to local sourcing. More importantly, they're sharing transparent reporting and outcomes of their environmental initiatives, such as scorecard systems, as consumers demand accountability rather than mere promises.
5) Engaging Communities with Mixed Media
Digital channels are still the core building blocks for most small business marketing: Create a user-friendly website, engage with social media feeds, build an email list and publish an ongoing stream of communication. The "next level" for 2025 is to combine that digital foundation with live, hybrid experiences that spark connections to surrounding communities and neighborhoods.
For your business, this might translate to hosting a local event that is simultaneously livestreamed, creating content featuring local customers or developing a marketing campaign that addresses a specific community need. According to Shopify, businesses with strong community engagement programs see 70% higher customer retention rates.
6) Privacy and User-Centered Marketing
With continuing changes in data privacy regulations (think about those "Allow Cookies" prompts on your favorite websites), businesses of all sizes are adopting new approaches to data collection and usage. The emphasis has shifted toward more direct relationships and transparent practices.
This includes smarter customer loyalty programs, email marketing with clear opt-in processes and better communication preferences that are set by the user. For example, rather than offering all customers a single "yes or no" option to receive your newsletter, do you have enough content to create multiple "flavors" of the newsletter that serve varying customer interests?
More so than acting on any of these specific ideas, the key is to remain agile and open to adapting ongoing trends to fit your business and customer needs.
7) Interactive Over Static Content
Have you ever filled out a quick poll online — no matter how trivial? That small example of "gamifying" an interaction, the minor suspense in seeing how popular your answer was, is helping small businesses evolve static words and images to make their marketing more interactive.
Engaging experiences like "View This In Your Room" product visualizations, interactive quizzes and unique loyalty programs help you stand out in crowded digital spaces. Adobe's Digital Trends Report shows that businesses using interactive media generate twice the conversions of those using passive content.
More so than acting on any of these specific ideas, the key is to remain agile and open to adapting ongoing trends to fit your business and customer needs. While the tools and platforms may change, the core goal remains the same: building meaningful connections with customers and providing added value to the communities where they live.
About Me
I’m a freelance partner for small business, higher education and nonprofits with more than 20 years of award-winning experience in marketing, writing, design and strategy. Proud graduate of The University of Toledo and Michigan State University.