The 2025 Digital Marketing Trends Best for SMBs
- Redazione
- May 6
- 6 min read
Table of Contents:
Introduction
Digital marketing is an ever-evolving field, and it is crucial for small and medium-sized businesses (SMBs) to stay up-to-date on the most relevant and actionable trends for their business. In this article, we will explore the digital marketing trends predicted for 2025 that SMBs can successfully implement.
Artificial intelligence
Artificial intelligence ( AI) is undoubtedly the most impactful trend in digital marketing in 2025. It is increasingly becoming part of the daily life of individuals, who use multiple apps with integrated AI, but also of companies to simplify daily tasks. It is already a constant presence in our daily lives: from personalized suggestions from Netflix and Spotify to chatbots that respond to customers on websites, to algorithms that optimize advertising campaigns in real time.
For SMBs, AI is no longer a luxury reserved for large companies, but a concrete tool to improve the efficiency and results of their marketing activities. There are many applications that can simplify work and improve the customer experience. For example, AI-powered chatbots can handle frequently asked questions from customers, improving service without requiring additional resources. This also simplifies the sales effort to contact the lead in a timely manner, thus making users more satisfied with the service.
Some AI examples you could use
Here are some AI-powered tools that SMBs can immediately integrate into their strategies:
Irelia – An advanced lead qualification platform that uses AI to identify and categorize the most promising contacts for your business. As an Irelia partner, we can help you implement and leverage it.
ChatGPT – an assistant that supports you in creating content. It is able to generate articles, product descriptions and texts for posts in a few seconds, optimizing the production of content without sacrificing quality.
Canva AI – An intuitive design tool that uses artificial intelligence to create professional graphics, suggest layouts, and generate images in just a few clicks, perfect for SMBs who want to improve their visual presence without hiring a graphic designer.
Authentic Social Media Interaction
In 2025, authenticity on social media will be more important than ever. Users are increasingly wary of traditional advertising content and reward brands that communicate in a transparent, human and engaging way .
It is no longer enough to publish promotional posts: companies must focus on building a community and interacting directly with the public. Social media is no longer just an advertising space, but a place for conversation.
What does authentic interaction mean?
Authentic engagement is listening to your audience, responding genuinely, and engaging them in your brand life. It’s about creating a two-way dialogue, rather than an advertising monologue.
Here are some effective strategies:
Engage your audience with interactive content
People love to participate, so use polls, quizzes, questions in stories, and live streaming to encourage interaction. The more engaged your audience is, the more loyal they will be to your brand.
Practical example : If you own a coffee shop, you can ask your followers to choose the flavor of the next seasonal drink with a poll on Instagram Stories.
Respond to comments and messages in a human way
Many companies ignore comments or give standardized responses. In 2025, responding genuinely will make a difference . We recommend using a tone of voice that is consistent with the brand, but still friendly. If possible, personalize responses with the user's name.
Practical example: If a customer comments on a clothing store post asking if a jacket is available in another color, a simple "No" response is not very engaging. Better to say: "Hi Luca! We only have the black model at the moment, but we are evaluating new colors. We'll update you soon! 😊"
Telling the behind the scenes of the brand
Showing what happens behind the scenes of the company creates connection and transparency . SMBs can use Instagram Stories, Reels, and TikTok to share everyday moments, product development, or team presentations.
Practical example : A restaurant could post a short video showing how fresh ingredients are chosen during preparation.
Collaborate with local micro-influencers
Large influencers are losing their appeal because they are often perceived as inauthentic. Micro-influencers (1,000-50,000 followers) offer more genuine and credible interactions .
The advice is to choose micro-influencers who have an audience in line with your target.
Practical example: A beauty salon can collaborate with a local influencer to tell a story of a beauty treatment experience, engaging the audience with a live Q&A .
Harnessing the Power of Direct Messaging
More and more people are contacting businesses via WhatsApp Business, Messenger, and Instagram DM . You could then set up automatic replies for frequently asked questions, but personalize the message when you reply to a real customer.
Practical example: If a customer asks on WhatsApp about the availability of a product, instead of responding with a simple "Yes, it is available" , you can say: "Hi Giulia! Yes, the product is available. If you want, we can put it aside for you in the store. 😊"
The Digital Marketing Trend Voice and Visual Search: From Keywords to Conversations
In recent years, voice and visual search have become increasingly common thanks to the spread of voice assistants like Google Assistant, Siri, and Alexa , and visual search tools like Google Lens.
For SMBs, this means that traditional SEO strategies based on text keywords are no longer enough. You need to adapt to more conversational and intuitive queries , because people use natural language when talking to a voice assistant.
For example, while on Google a user might search for "best vegan restaurants in Bergamo" , via voice search they might say: "Where can I eat vegan near me with good reviews?" .
How to Optimize for Voice Search:
Write content with a natural tone , as if you were answering a question,
Create a FAQ (Frequently Asked Questions) section with more conversational answers,
Optimize for local searches , because many voice searches have an immediate purchase intent ( “electronics store open now Bergamo” ).
But voice search isn't the only change. Visual search is gaining popularity, especially in e-commerce and retail. Google Lens , for example, lets users take a picture of a product and get detailed information or suggestions on where to buy it.
How to Optimize for Visual Search:
Use high-quality images and name the files descriptively ( scarpe-da-running-nike-2025.jpg ).
Enter descriptive alt text for images.
Voice and Visual Search represent an opportunity for companies to intercept customers in an innovative way , offering rapid and relevant answers to their needs.
SEO Beyond Google: The Rise of Social Search
If until a few years ago SEO (Search Engine Optimization) only meant optimizing the site for Google , today research is increasingly moving to social media.
Platforms like Instagram, TikTok, YouTube, and LinkedIn have become full-fledged search engines, with users typing queries to find recommendations, products, services, and reviews directly on social media.
For example, a potential customer might search TikTok for “best sneakers of 2025” and find content from creators and brands, rather than opening Google and typing the same query.
How to Optimize Social Media SEO:
Keywords as assets: Use relevant keywords in your descriptions , video titles , and posts. On TikTok and Instagram, for example, hashtags are essential for content ranking.
Optimize your business profiles: Make sure your profile bio contains relevant keywords and a clear description of your services.
Search-optimized content: Publish informative videos and posts that answer frequently asked questions in your industry, just like you would on a Google-optimized blog.
SEO for YouTube: YouTube is the second most used search engine in the world. To optimize a video, use clear titles, detailed descriptions and relevant tags .
User-generated content and reviews: People trust other users more than an advertisement. Encourage your customers to leave reviews and share experiences with your products or services.
Being found online no longer means just being on Google , but also on all the most used social platforms such as TikTok, Instagram etc where people are actively looking for advice and products.
Conclusion
Staying up-to-date on digital marketing trends is critical to your SMB’s success. By implementing strategies like using artificial intelligence, engaging authentically on social media, optimizing for voice and visual search, and expanding your SEO to social media, you can improve your online presence.
💡 Want to find out how to apply these trends to your PMI? Contact us for a free consultation!
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