45% SMBs Thrive with AI

Business Pulse | Marketing in 2025: Strategies that Work

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Rivet Media
May 27, 2025

Drink coffee? Make every sip count.

Good morning. Over the Memorial Day weekend, the U.S. saw record-breaking travel as millions honored fallen heroes. An estimated 195 million hamburgers and 280 million hot dogs were consumed as well. 🇺🇸 🍔 🌭

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BUSINESS PULSE

Economy: Small business optimism is climbing, with the NFIB Small Business Optimism Index reaching 91.5 in April 2025, the highest since early 2022. This uptick reflects improved expectations for sales and expansion, particularly in retail and services, creating a favorable environment for SMBs to invest in growth initiatives.
Source: National Federation of Independent Business

AI: AI-driven automation is transforming small business operations, with 45% of SMBs adopting AI tools for tasks like inventory management and customer service in 2025. Platforms like Zoho’s AI suite are helping businesses cut operational costs by up to 25%, leveling the playing field for smaller players.
Source: Forbes

Startups: Healthtech startups are attracting record investments, with $2.7 billion raised in Q1 2025, driven by demand for AI-powered diagnostics and telehealth solutions. Companies like HealthAI are leading the charge, offering scalable tools for early disease detection.
Source: CB Insights

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MARKETING

Marketing in 2025: Strategies that Work

In 2025, marketing is rapidly evolving due to technological advancements, shifting consumer trends, and fierce competition. Business owners, particularly those with limited budgets, must make strategic investments to achieve three primary objectives: boost brand awareness, effectively promote products, and convert leads into loyal customers. This comprehensive guide offers practical advice based on proven strategies and explores emerging trends in the marketing landscape.

Email Marketing: Still a Strong Performer

Email marketing remains a powerhouse in 2025, delivering high returns due to its direct and personal nature. AI-driven personalization has further enhanced its effectiveness, tailoring emails to individual preferences and behaviors. For example, retailers leveraging AI have witnessed a 20% increase in click-through rates with personalized recommendations. Small businesses can utilize affordable platforms like MailerLite to stay competitive in this space.

AI and Automation: Boosting Efficiency

AI and automation are revolutionizing marketing by enabling personalized campaigns and data-driven decision-making. Approximately 70% of digital marketing strategies now incorporate AI. Tools like generative AI facilitate rapid data analysis, while predictive analytics forecast consumer trends. Industry leaders like Starbucks harness AI to tailor marketing messages, demonstrating its value as a critical investment.

Social Media: The Power of Video and Commerce

Social media remains indispensable, with video content and social commerce leading the charge. Short-form videos on platforms like TikTok and Instagram drive unprecedented engagement, while social commerce continues to grow, with many users shopping directly through these platforms. Businesses should optimize their social presence for discoverability to capture attention and drive sales effectively.

Voice Search: New Opportunities

Voice search is gaining prominence, with over 1 billion monthly searches. Businesses should optimize for natural language queries and local SEO to capture this growing traffic. Ensuring accurate online listings can help local businesses stay relevant in voice search results.

Top 10 Recommendations for 2025

  1. Harness AI for Personalization: Use AI tools to tailor marketing messages, boosting engagement by up to 20%.

  2. Master Video Content: Create short-form videos for to drive engagement and showcase your brand’s personality.

  3. Supercharge Email Marketing: Leverage email marketing platforms to hyper-personalize email campaigns and increase click-through rates.

  4. Build Customer Communities: Foster online or in-person communities to deepen brand loyalty and gather real-time feedback.

  5. Strengthen Post-Sale Retention: Implement loyalty programs and follow-up campaigns to turn one-time buyers into repeat customers.

  6. Optimize for Voice Search: Adapt for natural language queries and local SEO to capture the 1 billion monthly voice searches.

  7. Forge Influencer Partnerships: Collaborate with micro-influencers to build authentic connections with niche audiences.

  8. Adopt Marketing Mix Modeling: Use data-driven tools to allocate budgets effectively and maximize ROI.

  9. Create Authoritative Content: Publish valuable blogs, guides, or whitepapers to establish trust and thought leadership.

  10. Embrace Social Commerce: Optimize your social media profiles for direct shopping to capitalize on growing in-platform purchases.

Conclusion

In 2025, business owners can effectively grow their brand and convert leads into loyal customers by strategically investing in marketing. By focusing on these proven strategies and emerging trends, businesses can thrive in an increasingly competitive market, fostering meaningful connections with their target audience and driving sustainable growth.

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