736: Here Are My Top 5 Marketing Predictions for 2024

0:01Okay, I have been on this ruthless pursuit to purge any clothes that I'm not actually wearing. Like if I haven't reached for it in months, it's got to go. I am trying to be really intentional about what I bring into my closet right now, which means I am only buying pieces that I know I will actually wear and use. Revolve just gets it though. I'm literally wearing my brown Autry sneakers from there right now and my new suede purse. It fits my laptop in it. So it's basically a fancy shoulder bag that works for everything. I love finding pieces like that. Things that look good, but also work hard for my actual life.

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1:15So happy shopping. So the reason why I love Pinterest is I think if people were to spend one hour on this platform to 20 X traffic to the content that they're creating, giving it a much longer shelf life than things that live and die on social media, they could get their time back. Hey, my name is Jenna Kutcher and I am obsessed with all things business, marketing numbers, and helping you to navigate both the messy and the magical seasons of this thing called life. I'm a small town mama who took a$300 camera, grew a successful photo biz, and now I work from home and run a seven figure online business.

1:50I teach you the tried and true secrets to building a career you adore. Shy away from the real talk? No way. Money, hardship, growth, loss, and marketing are all topics we discuss here. Think of this as your one-stop shop for happy hour with a gal pal mixed with business school. Pull up a seat, make sure you're cozy, and get ready to be challenged and encouraged while you learn. This is the Gold Digger Podcast. Do you ever find yourself wondering what the future holds in this ever-evolving world of business and entrepreneurship and marketing? I know I do. Sometimes I wish that I had this backstage pass to what other brands and businesses are cooking up for the new year to ensure that I'm on the cutting edge when it comes to marketing my own products, my own content, my own business.

2:33Now I do not have a crystal ball yet, but I have been playing very close attention to the marketing trends being implemented by big brands and small businesses alike over the past few months. If we look closely, we might just see innovations that are going to be leading the charge this coming year. Inside today's episode, I'm breaking down five marketing trends that I am anticipating for 2024 so that you can join me and get ahead of the curve and experiment with using them in your very own business. Plus, I'm going to share how they are shaping how me and my team are strategizing for our own year in terms of launches, content creation, and more.

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4:31I love AI. I use AI, and I think we are just starting to tap into the power of it. But I also feel like there's this continued feeling of disconnection. It's kind of generalized our content, which means showcasing your personality is more important now than ever before. Personality on a bigger level is going to be that main differentiator between you and your competitors or people that have a similar product service or offer on the market. And one of the things that I've noticed is that there's this deep personalization of content or this distrust in the content that we're seeing. We've kind of become just used to reading things and not necessarily trusting that it's coming from the source.

5:11And so that's why I think that having your personality be front and center in this new year is going to be more important than ever. You want to make sure that people know and trust that everything you do, you see, you create, you touch, you publish is coming really from you. I was listening to the radio the other day in my car and one of the radio stations that I was listening to you said, the word of 2024 is going to be authenticity. And I kind of rolled my eyes. I feel like that's been the word of the year for like the last decade. But when I really started thinking about this, it really brought me back home to the point of like personality.

5:48People want to really trust that what they're hearing is coming from the source. One thing that is so interesting when it comes to content creation, and I think it's both beautiful, but it also can be a roadblock for so many people is that over the years as content creators, we have started to outsource a lot of that creation, right? We've systemized it. We've created standard operating procedures. We brought people into teams. And so many of the top creators that I know and are friends with, they have like full marketing teams that are creating the content. And one of the things that I've never let go of in over a decade is that content creation process.

6:26I am behind every post on Instagram. I'm the one literally creating the reels. I am the one writing the captions. And so it's really interesting because I think that we need to kind of go back to our roots in 2024 and really ask ourselves, how did I grow this audience in the first place? How was I showing up? What was I giving them? How was I connecting with people on a human level? I don't know about you, but like, I can just sense when there is a large account and I know that the creator isn't even the one publishing the content. I don't want to engage with that. I don't want to engage with someone's team member.

7:00I want to engage with that person. And so I think that that disconnect has created this chasm in the world of marketing, which is leaving us really yearning for more authentic connection. One thing that was interesting, I was on a recent mastermind call with a bunch of CEOs and moms, and we were talking about this outsourcing the content creation process. And it was just a sticking point for basically the majority of us on that call of like, well, how are you doing this? There has to be a better way. There has to be an easier way. And it was one of the biggest pain points that so many of us were facing.

7:32And as we kind of went through that conversation and summed it up, we really came back to that conclusion that I think a lot of the content does need to originate from us. That the content that performs the best is the content we're excited about. The content that we didn't create weeks ago, and then it went through some team, and then some team edited it, and then they picked a trending audio, and then someone else wrote a caption. Now we have to publish it. That doesn't necessarily make us feel connected to what we're putting out. And so when we were talking about this on this mastermind call, what we really came back to is think back to what you were posting in your early days, when you started to gain traction, when you started to grow a following, if that's you, if you've been in business long enough, or if you are new to the business world, think about the things that are resonating that you're talking about.

8:19Think about the things that you are excited about. Think about the questions landing in your DMs. These are the things that you want to be at the forefront of the creation process. And one thing that I think is really interesting is that this authenticity piece has been around for so long, right? We've really wanted to create true connection online. And I think that that's really a reflection of the loneliness in the world, but gone are the days where you want to blend in. If you are listening to this and you're someone that struggles with imposter syndrome. And so all you're trying to do is just look like everyone else who's already doing what you do.

8:53Let that go. People want to connect with you. People want to know you. People want to be a part of whatever it is you're building. And so let people in. This is a really interesting thing that I think we're going to experience. And I think that a lot of content creators that have kind of created so many procedures and systems around on their content are going to find this year that the content that is going to perform the best and resonate the most is going to be the content that they create themselves. And I really hope that it like beckons people back into the joy of creating content because I think over the years, it's become something that haunts us on our to-do list that feels like something we must do.

9:37And it's not something that we are joyful to do. And so I kind of hope that it shifts things around And it really encourages us to just bring out the things that set us apart and that make us different and that come alive. And that is a trend that I'm very excited about and I'm fully jumping on board for. So trend number two that I'm predicting is a rise in long form content consumption. So when thinking about some of the things that we're going to experience as a collective and we're already experiencing with shifts, one of the biggest shifts that we're experiencing is shifts in the economy, right?

10:10I think that a lot of people are going to start relying on long form content as a way to learn skills and strategies and how to master tools in order to gain or achieve success. I always talk about how there are two main things as entrepreneurs that we're willing to trade, time and money. There are going to be seasons in your life and business, especially in those early startup days where the only thing that you have to trade or to offer is your time in order to hopefully make money. You are going to be the person that is going to gladly spend hours upon hours in order to make pennies in those early days.

10:44And that is the cost of not having money to invest. That means that you're likely going to be devoting a lot more time. Oftentimes when an entrepreneur finds that success, when all of those strategies that they're learning and spending their time on start to help them gain traction, then they will hit a place where they will gladly trade money in order to get back their time. But what I'm guessing is, is that with the shift of the economy and the fear around that more entrepreneurs are going to be holding tight to their dollar bills and then investing more time. And I have a hunch that in that time investment, that exchange that's going to be happening, people are going to be turning towards long form content in order to find answers to their biggest questions and the problems that they're having.

11:28So the three main platforms that I am anticipating that we're going to see a rise in are podcasting, blogging, and YouTube as people turn to this more long form content in order to gain more comprehensive answers, answers that you can't necessarily get in a 15 second reel on Instagram or read in a caption. It's really interesting when I think back to my early days as an entrepreneur and learning business, I did not have money to invest. I was paying off student loans at an entry-level position. So I was a person that was reading business books. I was watching hour-long YouTube videos. I was reading and subscribing to blogs religiously.

12:04I was attending webinars. I was doing all of the things. Did it cost me my time? It absolutely did, but I didn't have anything else to invest in order to get results. So I am anticipating that there's going to be a rise in side hustles, that there's going to be a rise in this entrepreneurial spirit. but I also believe that a lot of the people that are at the beginning line are going to be turning to these long form content sources so that they're not just getting these quick little tips, but they're getting more of the process so that they can actually learn things and strategies and systems that they can put into place to help them to gain that traction.

12:41And again, once the traction is gained, a lot of times the scales tip and all of a sudden you're like, Hey, take my money, give me the system or give me the paid blueprint. I'm willing to invest my money to get back my time. But I really believe that with the shifts in the economy and with this startup energy that so many of us are going to be experiencing with that, we're going to be turning towards some really great resources like this podcast in order to get answers to a lot of the questions that we're having. And so if you are someone who is a long form content creator, you already have built out this library of resources for people.

13:16And so start leaning back into that library to pull up relevant content, keep sharing that content. Because I believe that people are now looking for more comprehensive, complete answers than just these little quick hits or quick wins. I think people need more of the big picture than these small, little, tiny, actionable snapshots that we've been doing in years past. And that is just my prediction. And that is one of the reasons why I love the two mediums that I'm most prominent on my podcast and my blog, I love them because when somebody asks me a question, there is a vault of hundreds of episodes and hundreds, maybe even thousands of blog posts from the last decade that can help answer those questions and to really serve people and get them results for free so that when they have the finances to pay, they are going to be willing and excited to invest to get the next step of the process.

14:11And so I just want to preface that I think long form content is only going to be on the rise. And I really believe that it's a valuable place that you should be spending some time creating, building out a library of resources. It's so funny because recently I've been connected with some authors and I remember reading their books when I was still a wedding photographer and learning about this online business world. One of the books that I read was called Launch by Jeff Walker. And Jeff Walker is now a dear friend. I was just at a mastermind with him. And I look at him and I'm like, man, I literally remember being on a plane, flying to shoot a wedding and reading your book and like highlighting so many parts of it and just cracking open this belief and this understanding of what the online business world was.

14:54And so you are going to be spending your time. You're going to be trading your time, time, but the long-term effects of that in this season are going to be so worth it for you. And so dig into great long form content resources, look for people that actually teach and walk you through processes so that you're not wasting your precious time, but be willing to invest that one thing that you have right now in order to make the one thing that you want. And trust me when I say, once you start to gain that traction and get those results, the scales are going to tip and you're going to be so excited to spend your money in order to save your time.

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16:35Look, I've become kind of a systems nerd and anything that gives me more space in my day, I'm all in. And a reliable connection is a huge part of that because when the internet lags or cuts out, everything pauses and suddenly the simplest tasks take forever. I learned really early on that dependable internet, it's not a luxury, it is a must. Whether you're a content creator like me, a restaurant owner, or running a busy dry cleaning business, you need that steady connection to support your team and your clients. That's why I'm excited to share a solution for my fellow business owners. Spectrum Business keeps businesses of all types connected with internet, advanced wifi, phone, TV, and mobile services, all with connectivity solutions built for your budget.

17:18And they have a truly incredible offer. Business owners can get free business internet advantage forever when you add four or more mobile lines. It's simple with no contracts and no added fees. Visit spectrum.com forward slash free for life to learn how you can get business internet free forever. Restrictions apply, services not available in all areas. trend number three that I believe is more chat automation and funnels. So really looking at nitty gritty strategy here and thinking through how we can reduce friction for the consumer and guide them to their answers faster and more seamlessly. This was a huge focus for me last year, and it is going to be a massive continued focus moving into the new year.

18:05I have talked about this strategy a million times on the show. It was my most talked about topic in 2023. And it was hands down the biggest results driver in my marketing efforts in the last year. And I really do believe it's a future of how we are moving forward with our marketing and how our content is tied to real measurable, tangible results, which by the way, makes point number one, the content creation process so much more fun. So if you don't know what a chat funnel is or how it works, hop on over to my Instagram, hit the button that you can message me or send me a DM and just type in the word chat, C-H-A-T.

18:42Send me a DM with the word chat and you can see what this is. You can literally experience what I'm about to talk about. But essentially what chat funnels and these automations are going to do is they're going to put consumers in the driver's seats of this elevated experience that guides them on a journey that we as the creators get to create all on a place where we're meeting them where they're already at, which is Instagram. It is a much more direct way to get people to where you want them to go. So here's kind of the old way of doing it. So we have been doing this for years and years and years where we post content.

19:15And then we say, click the link in my bio for more information. So basically we're asking them to click out of the post, whatever posts they're reading, go to your bio, click the link in your bio, click to move off of Instagram, and then take some sort of action. One, that's a lot of clicks. Two, it is very likely that you're going to lose someone along that path. And so one of the things that is so fascinating and amazing about these automations is that someone can engage with your content. And it could be a post. It could be an Instagram live. It could be an Instagram story, and it could be a DM.

19:48They can engage with that content. They say that they want more information. So you're not spamming people. You're literally serving the people who have raised their hand and said, I want more information. And then you are automating this process, allowing them to guide the process so that they can get the end result that you're talking about. So whether it's sharing links to your outfit or delivering a masterclass or sharing the products that you use and love, or inviting them to book a coaching call, like whatever that is, you get to create these streamlined automations and funnels that meet people where they're at and happen where they already are.

20:24So there is no leaving the Instagram app and you can collect email addresses. You can build VIP lists where you can broadcast and reach a group of people with one DM in their DMs. The open rates are like 99%. So you're not battling different algorithms or open rates. Like it's just amazing. It is so changing. And the cool thing is, is that it also helps people get comfortable engaging with you. So they have to engage. They have to express interest. They're no longer just waiting for your post to see if something resonates. They're saying, hey, you talked about this thing. I really want it. I'm willing to type in that word.

21:01And you can kind of figure that out. So again, if you want to see how all of this works, go onto my Instagram, type in the word chat, C-H-A-T. You can actually see what one of these looks like in action. And I just think what's amazing is that it's allowing us to eliminate so many of the pain points and the friction points that we have experienced with the old way of doing things. 90 % of global consumers want to use messaging to talk to businesses. Like this is something that Twilio did research on. And so people are saying, I want to use messaging. Like messaging is a great way to get in touch to let me know more information.

21:39Chat funnels essentially empower your customers through their buying journey and help you build relationships, generate more qualified leads, increase average order value and customer lifetime value, and grow your revenue. We were able to drive over an additional million dollars in revenue using this one technique in the last year. And it has just been so transformative. It's changed how we launch. It's changed how I create content. It's changed how I feel about creating content. It's basically changed everything. The conversion rate, listen to this, the conversion rate for an automated DM conversation is a 95 % email capture and a 100 % open rate when someone is sent some sort of free value that they opted in for a hundred percent.

22:27Compare that to a 25 % open rate on a traditional email list. And that is a whole lot more leads all coming from your Instagram, which is fully automated. And this is not a knock at email marketing. Email marketing will always be my number one, my bread and butter, the way that I drive sales, but I have been able to use a strategy to get people off of Instagram and onto my email list. We've gotten over 50 ,000 new email subscribers in last year alone using this strategy and we've been able to drive that revenue. So it's like a two for one deal, all meeting people where they're already at and encouraging them to consume your content and to engage with you on a deeper level.

23:04And I just think it's awesome because throughout the process, you're able to learn more about this person in the DMs. You can ask them qualifying questions. You can get their email address. You can reach them on multiple mediums. You can gain insights and you can circle back and send them reminders that they don't follow through because life is busy. We're getting hit at so many different directions. And so it is just an amazing thing that I am fully predicting that more businesses will get on board with in the new year. And I'm so excited for it because I can't stop talking about it. I can't stop telling people about it.

23:39It is so transformative. Trend number four is this, and this is more of a hope, maybe less of a trend, but I really hope that in this new year, there is more of a focus on time freedom instead of money. This last year was a year, at least in my feed, where I could not scroll Instagram for more than 10 seconds without seeing a post about someone making$10 ,000 a week doing something or without those posts about money where you're forced to read the caption in order to understand the what and the how they did that. And here's what I want to say. I am not knocking these posts. We have used these posts in my marketing and they are wildly effective.

24:18I hate these posts. I hate creating them. I hate publishing them. And I hate that they perform better than everything else. Like genuinely, I just, I hate that. But what's so interesting is that it catches people's attention with what they think they want and likely what they need, which is more revenue, more profits, more income. But what I am hoping on is that we can kind of shift the conversation to be focused more on time and freedom and joy. One of my biggest realizations over the last year is that like, I love entrepreneurship. I literally had a dream about this last night. Now that I'm thinking about this.

24:55I love entrepreneurship so much. I love the topics I teach on. But for example, I teach about how you can use Pinterest in under an hour a week to 20 extra traffic. I literally teach that. If you want to learn that strategy, you can go to teachmetopin.com. That's teachmetopin.com. I have a masterclass teaching Pinterest. Now I love Pinterest, but the reason why I love Pinterest, and I literally had a dream about this last night. The reason why I love Pinterest is that the average entrepreneur is spending eight hours a week on marketing. Most of those hours are not tied to actual results, right?