At this point most online service-based businesses know that engagement is down across all forms of marketing—all apps and all types of content. People are overwhelmed by choices more than ever before, and we have less tolerance for content that doesn’t feel human. So how do we retain clients and keep people sticking around?

In this episode, we review some interesting and compelling research about marketing strategy in 2024 and what’s “working.”

Here’s what we’ve found (aka topics discussed in episode 3):

- Consumers are looking for authenticity and values. People want to connect with people, not brands.

- Running an effective Instagram account is not equitable to running a sustainable business. So many of us have become focused on content marketing, and Instagram in particular, and we need to start measuring effectiveness differently.

- It’s not bad business to talk about genocide. In fact, quite the opposite—it’s bad business to try to be apolitical at this point.

Takeaways:

- stop mimicking other entrepreneurs

- be clear about your values

- focus on relationships, retention, and trust over traffic/reach

- make your work potent and easy to digest

Creators mentioned: Abigail Rose Clark @abigail.rose.clarke and Casey Tanner @queersextherapy

Resources mentioned: Re-imagining Marketing FREE workshop on the Fruition platform

Learn more about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

Episode Transcript