Hey there, my friend, welcome to episode 321 of the Small Business Made Simple Podcast.

Thanks for leading me your ears right now – I know you have lots of other things you could be doing or listening to – so I appreciate you.

Today we are talking about the transformational change that’s happening in the digital world right now. Some of it I talked about and explained in episode 315 where I talked about what META were doing and how their social platforms were changing, and therefore we, as content creators, needed to change as well and today I am adding to that conversation because ChatGPT just throw a flaming hot cocktail into the fire pit of digital marketing – and, of course, we need to talk about it.

But before we get into that, did you have a chance to listen to last week’s episode? Rachel Smith my guest talked about the 6Cs of your website and how to improve its copy and conversion. If you haven’t listened in, take a listen to episode 320 on your favourite podcast app or here: www.socialmediaandmarketing.com.au/320

Also, have you grabbed yourself a copy of my book Small Town Big Impact with 107 Simple Marketing Strategies for Regional Business Success. If you haven’t got a copy yet, go to www.socialmediaandmarketing.com.au and get a copy. It is available on Amazon – so you can get a kindle or hard copy there too – but I’d prefer you get it from my website! I have just picked up the next print run of the book – which means, holy cow, that’s there are already a thousand copies of my book out in the big wide world (and some have even gone overseas!).

Okay, I hope you are still with me and my intro to this week’s episode didn’t make you turn white, press pause and run to find the nearest sand bank to put your head into!

So, let’s start with what’s happened. ChatGPT has introduced “search the web” through their platform. In the beginning, when I first started using Chat (for short), I’d ask it to read x webpage to find x and it would come up with an error – it didn’t have access to individual pages on the web – or something like that- I am not the Chat expert but I know what I know! BUT now it’s actively asking you to use it as a search engine, just like Google, YouTube, Pinterest etc.

And if you’ve listened to episode 315 around Meta’s changes, that’s exactly what they are trying to do as well.

So, digital marketing, like we’ve known it for years now, is morphing, it’s changing, it’s transforming. So, what does that mean for us small business owners who are already stretched thin with our time, our budgets, our marketing capacity and our sanity? It’s means, quite simply, we need to be smarter with content creation.

I can hear you – don’t worry, you are probably screaming at me – BUT HOW JENN …. So let me explain – as much as I can with general advice to you – this being a one way conversation and all. [Which really brings up the point of perhaps we need to chat, if you need help. Perhaps book a discovery call and we can see how I can help you going into 2025 with all these changes. The link is in the show notes or go to my website www.socialmediaandmarketing.com.au and book a call is pretty much the first thing you see! Book a discovery calls here: https://calendly.com/jenn-smm/discovery

But let’s get back to the HOW Jenn, HOW!

Firstly, and before I start, you might think these points are simple, heard it before, easy, nothing startling and my amazing listener – that’s the freaking point!

Changes are coming but marketing is marketing …. Marketing is simple – not easy, but simple.

So, firstly, you MUST prioritise problem-solving content.

Today’s customers are increasingly searching with specific questions or problems in mind rather than broad keywords. Shift your content to address the direct pain points of your audience. For instance, if you’re a florist, rather than simply posting “Spring Bouquets Available!”, try creating content like, “How to Choose the Perfect Bouquet for Any Occasion.” This positions you as the answer to their questions and nudges search engines (like Meta) to favour your content.

Secondly, Optimise for Conversational Searches – kind of like the one I just said about flowers.

With more people using AI search tools, conversational and question-based searches (think: “How do I…?” or “What’s the best way to…?”) are becoming the norm. Adjust your content to echo this style – answer real questions directly in your social captions, blogs, or product descriptions. Not only does this make your business more relevant to AI-driven search results, but it also makes it more engaging for customers who are searching in a natural, human way.

If you are writing captions on social media that are just a few words followed by 30 hashtags, you are doing it wrong. Up your game my amazing human, up your game!

How do you optimise for conversational searches … tell more stories. Become really good at telling stories.

Number three – Leverage short form video for both web and social traction.

Short, engaging videos are highly favoured by Meta and align well with search trends. Quick clips that provide a tip, answer a question, or share a snippet of industry insight can perform well on platforms like Facebook and Instagram and are easily searchable. Think of video as a visual FAQ for your audience. For example, if you’re a small business accountant, a video explaining “3 Mistakes to Avoid When Filing Your Taxes” is not only useful but hits those top conversational searches.

Now clearly these aren’t the only things to do or the only marketing to do. And although I really believe short form content on socials is super effective, I do think there’s a place for long form content as well – like podcasts! Otherwise, I won’t be doing it … right!

Okay, so if you’re not quite with me yet and thinking you might hit 2025 with the same marketing you’ve done this year even though it’s not been that successful … then here’s some points for you.

Here’s what will happen if you don’t adapt to the changing digital environment.

if your content is too generic or product-focused without speaking to the needs or questions of your audience, you risk being ignored by both search algorithms and customers alike. Today’s algorithms favour content that’s highly relevant and specific, so neglecting this leaves you out of reach and out of mind.

So, who will you be producing content for …. Ummm pretty much just you and your mum – because that’s all who will see it.

And secondly, a “set and forget” approach with content will miss the mark if you’re not adapting to the evolution in search behaviours. AI-driven search engines and Meta’s hybrid platform will favour businesses that keep pace. Small businesses that don’t optimise for these changes could lose visibility, with potential customers finding solutions from more agile competitors.

So even if you hate social media and intend to wind down your social media presence – you still need to be found on google and therefore you still need to sit up straight and produce content for your WHO, solve their problems, delight their senses and being an expert in your field.

If you’re in business, you are in the business of marketing and if you’re in the business of marketing, you HAVE to change and adapt the content you are producing to serve the new age of digital marketing.

Being a listener to this podcast, I know you are a great business owner – because you are looking to learn every week – you tune in here! So, you probably don’t need to do much to adapt to the new age of digital marketing, you just need to look at your content a little closer. Here’s a quick questionnaire to work through (it’s in the show notes – they are at www.socialmediaandmarketing.com.au/321

Understand Your Audience’s Problems

1. Identify Top Customer Questions
   • What problems or questions do your customers have?
   • Gather ideas from FAQs, customer feedback, or industry forums.
2. Write Down Customer Pain Points
   • List 3-5 common issues or questions that your product or service solves.
   • Use these as themes for content creation.

Optimise Content for Conversational Search

1. Use Natural, Question-Based Language
   • Frame content around “how-to” or “what’s the best way to” questions.
   • Try starting social captions or blog posts with a common customer question.
2. Include Keywords That Reflect Customer Needs
   • For each piece of content, use a primary keyword or phrase that answers a specific customer question.
   • Example: For a bakery, use “best vegan cake options for birthdays” instead of just “vegan cakes.”

Focus on Short, Engaging Videos

1. Create Quick, Solution-Based Clips
   • Aim for 30-60 seconds, addressing a specific problem or giving a quick tip.
   • Include captions for silent viewing and ensure the first 3 seconds hook the viewer.
2. Repurpose Video for Various Platforms
   • Post the same video to Instagram, Facebook, and even LinkedIn if relevant.
   • Keep your content consistent, focusing on helping, not just selling.

Connect Content to a Clear Call-to-Action (CTA)

1. Add a CTA with Each Post
   • Ensure every piece of content guides viewers to take a small action, whether it’s “Learn more,” “Book a session,” or “Download the guide.”
   • Make sure your CTA leads directly to a sales funnel or a way to capture leads.

Track What Works – and Adapt

1. Monitor Engagement Metrics
   • Watch for likes, comments, and shares to see which content resonates.
   • Adjust future content based on the most successful topics and formats.
2. Collect & Utilise Customer Feedback
   • Encourage feedback, questions, or even content requests from your audience.
   • Use this input to guide future posts, showing your customers, you’re listening.

Common Pitfalls to Avoid

• Don’t Overlook Personalisation
  • Avoid posting generic content that doesn’t directly connect with your audience’s needs.
• Avoid ‘One and Done’ Content
  • Regularly update content to keep it fresh, relevant, and search optimised. Repurpose high-performing content in new ways.

Got questions?  I’ve got answers! Let’s continue this conversation in my Facebook Group – Like Minded Business Owners. Not joined yet.  Well welcome … let’s do that!

I’ll be back next Thursday with some more marketing know-how in episode 322. 

If you’re enjoying this podcast, don’t forget to subscribe so you never miss an episode and share this with a friend.  And maybe leave me a rating and a review wherever you listen in.  Those things are like gold for podcasters like me!  PS – you can leave more than one rating and review – just saying!

If we aren’t hanging out on social media then let’s get social on social – you’ll find me on Instagram, Facebook, and my fav LinkedIn.

But whatever you do,

…….. remember small business peep, as my opening song says, there’s no point in dreaming small!