The Future of Marketing in 2024: Insights from Home Care Digital

When people fail to move with the times then they fall behind. It happened when so many business owners thought the internet was a fad and look how that turned out.

Running your home care business, you don't always have the time to stay up to date with what is work which is why it is essential to have content that you can count on. Last month, I attended one of the top digital marketing conferences in the country and in this weeks episode of Home Care Digital, I break down the top takeaways that you should know.

In today's rapidly changing digital world, staying ahead of the curve is crucial for success in marketing. Hi, I'm Nick Bonitatibus, and in this Home Care Digital blog post, we'll discover the latest trends shaping the marketing landscape in 2024.

Earlier this I had the opportunity to attend  “Traffic  & Conversions Summit 2024”, which is a massive and incredible marketing event held by  Digital  Marketer. To me there's no better digital marketing conference;  it's always the top trend on the newest things. That's why I love going back every single year.  This year’s event was in Vegas, and I met a lot of really awesome people while having the chance to see what's going on in the digital marketing industry.

The Future of Marketing 2024: Biggest Takeaways from the Summit

Each year that I attend the event, I take big takeaways and things, as well as new learnings for my clients and business. All these, I am happy to share with you.

Social Media: Understanding Algorithms and Audience Needs

One of the big topics discussed in the conference is social media. As we know, social media drives results, as it remains a cornerstone of digital marketing. It’s a massive opportunity to grow brands, sales, and online presence. Algorithms are constantly changing and evolving. And if we are not aware of how these algorithms change and adjust, then we can’t thrive. 

Another important thing to keep in mind is understanding what your goal in business is and knowing that you are solving problems for people. So, everything that you do when it comes to digital marketing should be focused on understanding your key audience problems and also showcasing that you are the solution.

When it comes to home care, we need to understand who our customer audience is. We should know that the person we’re most likely speaking to can be the eldest daughter or someone who can decide on the parents’ welfare. We should know what are their problems. Maybe they’re trying to manage their own food for their family, and for their kids, while they are also trying to care for their loved ones. You see, it’s all about understanding their problems and finding the solution to their problems.

The Power of Niching Down

Narrowing your focus to a niche can be immensely beneficial. By specializing in a particular area, such as dementia care within the home care sector, you position yourself as an expert and make it easier for potential clients to find you. Niching down doesn't limit your clientele; rather, it enhances your credibility and appeal within your chosen field. If you focus on dementia, for instance, it does not mean that people who don’t have dementia aren’t going to call you. That’s why we must understand how we’re marketing our business or how we’re solving their problems. We can still address a whole new level of problems.

As previously mentioned, algorithms with social media have really changed. Tiktok, for example, was a huge influence in changing the game on how social media platforms are being generated. For so long, it was always about getting followers. And as you know, when it comes to Facebook and Instagram, people only really see your posts if they are following you. If somebody shared your content, then, you would get in front of new audiences. 

But now that it’s algorithm’s first, it offers an opportunity for new creators to get a chance of getting in front of more people.

Email Marketing: An Underrated Gem

Despite the rise of social media, email marketing remains a potent tool, especially in light of algorithm changes. A lot of my prospects in the home care industry do not have an email marketing strategy at all. This is a huge missed opportunity, especially with today’s changes in algorithms. Someone subscribes and you’re now able to contact them. You’re building a list, and this is something that every business considers in gathering emails.

Another thing that I noticed is that when it comes to home care, there are businesses that have been around for 10 years, and still haven’t leveraged email marketing. This should be changed since we can use email marketing to drive certain social media platforms.

A big aspect of email marketing is nurturing your leads. It’s not enough that you have someone contacted and have them on your list. You should provide value - not always telling them to buy, but giving them information that will be helpful to them.

The most common form of email marketing is a newsletter. It can be a home care newsletter, talking about our industry. A newsletter doesn't have to be overly complicated. It can be simple but just needs to be prioritized. Your goal must be to educate and entertain.

 Building an email list allows direct access to your audience, bypassing the unpredictability of social media algorithms. By consistently providing value through newsletters and targeted campaigns, you can nurture leads and drive conversions effectively.

Leveraging Video Content

Video continues to dominate as a marketing medium, offering unparalleled engagement and conversion rates. Whether on platforms like YouTube or LinkedIn, video content allows you to connect with your audience on a deeper level. Video is the best medium since it generates leads, increases sales and conversions, and improves SEO.

As TikTok's recent adoption of horizontal videos demonstrates, staying adaptable to platform changes is also becoming crucial for success. 

LinkedIn: The Platform for Business Connections

LinkedIn stands out as a valuable platform for B2B marketing and networking. With its focus on professional connections, it provides access to decision-makers and high-income individuals—a boon for businesses targeting affluent demographics. 

So, in regards to your target audience, LinkedIn can be really powerful even just in your local network, not just from referral sources. It can help you stay in front of top people in your area, your community, and people in the demographics that you serve. Building connections and driving results can be powerful when you utilize LinkedIn features.

Using LinkedIn SEO helps your business improve its ranking based on the content that you post.

Furthermore, recent collaborations with AI technology further enhance LinkedIn's capabilities, making it an indispensable tool for marketers.

Embracing AI Technology

Artificial Intelligence (AI) is revolutionizing marketing in myriad ways, from personalized content creation to automation. Aside from generating articles, AI tools can now be used in some other forms of content. For instance, it is used to automate a podcast. They used AI to replicate the voice, the AI created the script, and then even had a conversation. Indeed, AI tools are promising in the future. With AI-powered tools, marketers can streamline processes, enhance customer experiences, and unlock new levels of efficiency. As demonstrated by AI-generated podcasts, the possibilities are endless, heralding a future where AI plays an increasingly central role in marketing strategies.

Conclusion

The future of marketing in 2024 is dynamic and multifaceted, shaped by emerging trends and technological advancements. By embracing these trends and leveraging innovative strategies, businesses can position themselves for success in an ever-evolving digital landscape. Stay informed, stay adaptable, and stay ahead of the curve to thrive in the years to come.