The Best Way To Approach Marketing
What is the best way to approach your marketing? It's a question that a lot of entrepreneurs find that they have to ask themselves after six months to a year of being in business. Knowing how to market a company is very different from what many expect, and often it's the small adjustments that make the biggest difference.
But what do you need to do? How can you approach your marketing so that it delivers the results you want?
Make it customer-centric
It should go without saying that making your marketing customer-centric is one of the best ways to build an audience and tailor the experience. You want people to feel as if they are really connecting with what you are offering and that you are speaking to them personally. If you simply issue generic marketing content and ads, then they won't perform as you want. You'll wind up with lower conversions.
Use AI thoughtfully
Artificial intelligence is a controversial topic in the world of marketing today. A lot of managers still believe that 100% human input makes sense. However, AI is simply a tool, and it's how you use it that really counts. Therefore, don't have any blanket policies. Instead, see where it fits into your workflow and adds value, and allows you to do more with your time and resources.
Try to avoid the temptation to create slop content that users are getting accustomed to. Many don't like it.
Use short-form video
If you really want to dominate the marketing game in 2026, then shifting to short-form video could be a good idea. Platforms like TikTok and YouTube now cater to audiences who want to watch short snippets of content one after another instead of longer pieces. While this might seem like a strange development and could get in the way of you developing the content you want, it is so a gateway into watching longer-form videos.
Use the power of search engine optimization
If you're not using search engine optimization yet, you should be, according to TESSA Marketing & Technology. This tool remains highly relevant in 2025 because so many consumers still use Google for product searches. If you can get your results into the AI snippet or in the map box that appears for local businesses, then you have a massive advantage over your rivals. Most users just want to see the top organic results because they trust them the most.
Focus on value-driven content
Lastly, it should go without saying that you want to focus on value-driven content. You need to provide your audience and prospects with information that they can really use. Also, always think of your content as a type of funnel. It should be guiding users towards a sale depending on where they are in the buying cycle. The content you produce for those in the awareness stage will be very different from the content you create for those in the conversion stage. Those who are about to buy often just want a few last pieces of information to tip them over the line.