Marketing in 2025: Your Biggest Questions Answered
We know we know, everyone is hungry for good marketing out there. Small businesses want strategies that actually work, customers want brands they can trust and nobody wants to waste time (or money) on noise that doesn’t deliver. The truth? There’s no single magic trick: just smart choices, consistency and a willingness to build real connections. To cut through the clutter, we sat down with marketing expert Bec Chappell to answer the big questions small businesses are asking right now about what really works.
Q: How has the marketing landscape changed for small businesses since COVID?
COVID forced everyone online, and suddenly digital programs, e-commerce, and video content exploded. TikTok took off, Instagram pivoted to copy it, and memes and reels became how people stayed connected and entertained. But five years on, the digital gold rush has cooled. People are tired of endless scrolling, engagement rates are falling, and time spent online is dropping. Instead, consumers are searching for more authentic, in-person experiences.
Q: Are consumers really craving more face-to-face contact?
Absolutely. You can see it in the rise of run clubs, packed community events, and people even choosing to head back into offices. Humans thrive in groups, and the pandemic reminded us that connection matters. Yes, hybrid still has a place; webinars, recordings and flexible options - but the appetite for real-life connection is stronger than it’s been in years.
Q: What are the biggest challenges for small businesses right now?
Pricing and proving value. With cost-of-living pressures, customers are more discerning with where they spend. They’ll still pay for products and services that feel essential or bring real joy but businesses need to clearly justify why they’re worth it. The days of “easy wins” online are gone. It’s about finding the right clients who have the money and are willing to spend when they see genuine value.
Q: How do small businesses actually prove their value?
By nailing both the pain points and the pleasure points. Customers are upfront about their challenges, and honesty is the best way to respond; showing exactly how you can help, or admitting when you can’t. At the top of the funnel, though, it’s harder: SEO is being reshaped by AI, paid ads aren’t as effective, and social media is saturated. That means businesses need to look beyond digital quick fixes and focus on building genuine communities.
Q: Is social media still worth the effort in 2025?
Yes, but not as your main marketing engine. Social is best seen as a secondary touchpoint: a place customers go after they’ve heard about you elsewhere. Engagement is down across the board, algorithms are unpredictable, and too many “success stories” online are smoke and mirrors. As you mentioned Zoe; much of it feels inauthentic. Whether it’s scare tactics, inflated seven-figure claims or marketers profiting by selling the dream of online success - it’s all a bit BS. Social media has its place, but it’s not the silver bullet of marketing It’s been sold out to be.
Q: What advice would you give to small businesses who feel they have to be on every platform?
Don’t. Choose the channels where your customers are and be consistent there; even if that means posting just once a week.
A great website, some SEO and clear messaging often do more for a business than chasing TikTok trends. Social media should be habit-stacked: master one channel, then add another. Remember: not every business is built for viral moments and you don’t have to boil the ocean to see results.
Q: Does being organic on your social media still hit in 2025?
Yes. Customers will still check you out online to validate your business. They’ll want to see a website, reviews, Google listings, and at least some recent activity on social media.
Engagement rates aren’t what they used to be, even celebrities struggle against the algorithm but a basic, consistent presence shows your business is active and legitimate. And for local businesses the right platform can still be powerful: a Facebook page can rally a small-town community just as much as Instagram or TikTok can spark niche fandoms.
Q: If social media isn’t the whole answer, where else should small businesses focus to build community and reach clients?
Networking is huge. Local chambers of commerce, co-working spaces, and community events are goldmines for service-based businesses. Even casual chats at the nail salon, school pick-ups, or kids’ sport can lead to opportunities.
Face-to-face networking builds trust quickly, and one event can connect you to dozens of people and their wider networks. For many businesses 90% of sales and profile-building still come from these personal connections.
Q: What about low-cost or no-cost strategies?
Treat social media like networking: be human. If someone follows you, start a conversation rather than pitching straight away.
Skip the “hard sell” DMs and focus on building a relationship. Virtual coffees, collaborations, and referrals are powerful ways to grow without big budgets. Referral partners especially can become an ongoing source of clients if you nurture those connections.
Q: Can businesses really thrive without paid ads?
Yes. Many do. Even multimillion-dollar companies have scaled through word of mouth alone. Referrals remain one of the most powerful growth drivers;if you’ve nailed your customer journey.
Track lifetime customer value, encourage repeat business, and make it easy for happy clients to refer you. Ads and SEO have their place, but every channel has a ceiling. Referrals, on the other hand, create momentum that keeps building.
Q: Is consistency more powerful than chasing trends?
Definitely. Chasing every meme or marketing hack often burns time without delivering sales. Social posts have a short lifespan, but email marketing and consistent messaging last longer and reinforce your brand. Consistency ensures your audience sees your message, even if only a fraction catch each post. That’s why aligning email, social and in-person touchpoints matters more than viral stunts.
Q: What’s one mindset shift small business owners need to avoid overwhelm?
Stop looking for a silver bullet. There is no magic hack, diet pill or quick fix that will deliver endless leads.
Business is about ebbs and flows, flexibility and resilience. Messaging that works today might need to shift tomorrow with the economy, legislation, or customer behaviour. Instead of chasing shortcuts, focus on strategy, consistency and staying adaptable. That’s where long-term results come from.
Q: So what’s the bottom line for small business marketing in 2025?
Keep showing up, but don’t make it all about you. The real win lies in building community and genuinely serving your customers. Instead of getting caught up in “authenticity” as a buzzword, spend more time asking your market what they need right now — and then shape your offers and customer experience around those answers.
When you make it easy for clients to connect with you, enjoy the journey and refer you on, you build a business that runs on trust and word-of-mouth. That’s the kind of marketing that compounds, and it takes the pressure off chasing every algorithm change or feeling guilty when you miss a week of posting.
Thanks so much to Bec for cutting through the noise and grounding us in what really matters. If you take one thing from this conversation, let it be this: your best marketing move isn’t another hack or platform. It’s asking your people what they need, showing up with consistency, and creating a customer journey so good they can’t help but tell others about you.
About the Author
Hi, I’m Bec, a marketing strategist, podcast host, and whiteboard enthusiast who makes marketing simple, human and effective. With 17+ years’ experience building and leading marketing functions, I help service-based B2B businesses cut through the messy middle, find clarity and create strategies that actually drive results. I’m known for stripping away the overwhelm and showing businesses that marketing doesn’t need to be complicated or fluffy - it just needs clarity, consistency, and focus.
I also host Marketing Espresso, a twice-weekly podcast serving up bite-sized, practical insights for business owners.
If you're ready to stop following tactics and trends but rather work on a strategic approach to your marketing that builds brand and drives results, let's have a chat. Not ready yet? Well connect with me on LinkedIn or learn more about me on my website.
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