You’re definitely not alone, I am hearing it from EVERYONE! Business is slowing down, marketing feels harder than ever, it’s not just you. Social media reach is disappearing, SEO is shifting, and potential clients aren’t even searching Google like they used to, they’re using AI to find answers, and guess what? AI isn’t pulling info from your latest Instagram Reel—it’s looking at blogs, websites, and long-form content.

The reality is that if you want to keep up, and keep your business thriving, you’re going to have to change the way you look at your marketing strategy. If you want marketing strategies that actually get you clients in 2025, here’s what to do instead.

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TL;DR – Marketing in 2025: What Actually Works

Marketing is shifting! Social media engagement is tanking, SEO is evolving, and AI is changing how people find businesses. Instead of fighting the algorithm, here’s what works NOW:

• Own Your Audience – Start an email list ASAP so you’re not relying on social media. (Step-by-step guide in the post!)
  
• Make AI Work for You – Write blogs that answer client questions so AI pulls from your content, not your competitor’s.
  
• Focus on Real Relationships – Get referrals, collaborate with other small businesses, and engage with people off social media.
  
• Smart Paid Ads – Create a strategic plan for your ads, instead of just throwing money at FB/IG. Even $5/day on Google or Pinterest ads can bring in more leads than Instagram.

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TIP #1
Own Your Audience (Stop Relying on Social Media Alone)

Let’s be blunt: Instagram does not care about your business. It will tank your engagement, hide your posts, and switch up the algorithm faster than you can say “shadowban.”

The Fix?

Stop renting space on social media and start owning your audience.

If You Don’t Have an Email List Yet, Here’s Where to Start:

• Step 1: Sign up for a free email marketing platform. (Flodesk, Mailchimp, ConvertKit, and MailerLite are all beginner-friendly.)
  
  
• Step 2: Create a super simple freebie, this could be a discount code, a checklist, a “What to Wear” guide, or a helpful PDF.
  
  
• Step 3: Add a signup form everywhere—your website, Instagram bio, email signature, and Pinterest.
  
  
• Step 4: Send at least one email per month. Don’t overthink it—just update your audience like you would a friend.

Pro Tip: If you already have an email list, make sure you’re nurturing it. Make sure you are sending out content at least once a month. Share behind-the-scenes content, exclusive offers, and helpful tips to keep them engaged.

TIP #2
Learn to Make AI Work for You (Instead of Against You)

If people are searching AI for answers, which they are, instead of Google, guess what? AI needs somewhere to pull answers from. And I hate to tell you this but, it’s not pulling from your Instagram posts, reels, or captions.

The Fix?

Learn How to Show Up in AI Searches

• Write blog posts that answer your clients’ biggest questions. (Example: “What to Wear for Your Family Photoshoot”)
  
  
• Use conversational, natural language. AI favors human-like content, not keyword stuffing.
  
  
• Update your website copy to reflect how people actually talk. (Example: Instead of “lifestyle newborn photographer,” try “relaxed at-home baby photoshoots.”)

Pro Tip: Want to know what people are asking AI? ASK AI!

Go to ChatGPT or Google’s AI search and type in the services you offer and a little bit about your ideal client (the more you can tell AI about your business/ideal client the better responses it can give you.) Ask it to name at least 10 of the most searched questions from clients. See what questions pop up—then answer those in your blogs!

Double Pro Tip: Make those questions and blog posts do double and triple duty for you. Share them on your socials, and in your client emails!

See more on my post Blogging is Making a Major Comeback!

TIP #3 (THIS IS A BIG ONE)
Build Real Relationships, Because Real Connection Always Beats Content.

Creative small business owners thrive on connection. Word-of-mouth and personal recommendations have always been powerful, but in 2025, leaning into human-to-human marketing is more important than ever.

The Fix?

Instead of obsessing over social media trends, focus on actual connections

Prioritize Client Experience to Turn Clients into Raving Fans

Your best marketing comes from happy clients who can’t stop talking about you.

• Overdeliver on the experience – Personal touches (like a thank-you gift, bonus content, or handwritten note) make you unforgettable.
  
  
• Follow up after the sale – Check in with past clients, share their wins, and remind them you exist.
  
  
• Make referring you easy – Offer a referral program, give clients a template to share about you, or create a VIP club for past clients.

Collaborate with Other Small Businesses

Instead of competing for attention online, team up with other creative entrepreneurs who serve a similar audience but offer different services.

• Cross-promote each other on Instagram, email, or blogs.
  
  
• Create package deals (e.g., a family photographer partners with a local print shop for a holiday card bundle).
  
  
• Host a joint event – Online (a giveaway, live webinar) or in-person (pop-up event, styled shoot, vendor market).

Get More Local Visibility

Even if your business is online, don’t underestimate local connections.

• List your business on Google My Business & niche directories – SEO may be shifting, but these still drive traffic.
  
  
• Partner with community groups – Offer a workshop, sponsor an event, or join a networking group where your ideal clients hang out.
  
  
• Pitch yourself for media features – Small podcasts, local magazines, and guest blogs are great for credibility + new eyes on your business.

Be Genuinely Engaged on Social Media

If you’re using social media, don’t just post and ghost. Engagement is the name of the game.

• Comment on posts from potential clients and industry peers.
  
  
• Send voice messages instead of DMs for a personal touch.
  
  
• Reply to comments and start real conversations

TIP #4
Smart Paid Ads (The Keyword Here is SMART)

I know ads sound intimidating and possibly pointless. But even $5/day can make a difference if you target the right people on the right platforms.

The Fix?

Spend a Little Time to Create a More Strategic Plan for Your Ad Campaign.

• Retarget Your Warm Audience – Show ads to people who’ve already visited your website, engaged with your content, or are on your email list. These leads are way more likely to book.
  

• Expand Beyond Facebook & Instagram – Test Pinterest and Google Ads, where people are actively searching for your services. Instagram and Facebook? More like digital billboards people scroll past.
  
  
• Lead Generation Over Direct Selling – Instead of pushing “Book Now” ads to strangers, run lead-gen ads offering a freebie (like a style guide) to build your email list. Then warm them up before selling.
  
  
• Start Small & Test First – Don’t blow your budget on one ad. Start with $5-$10/day, test different audiences, and scale up what actually works.
  
  
• Geo-Target for Local Clients – Use location-based targeting to reach people in your city. If you’re a photographer, don’t waste ad dollars on people 500 miles away.

Pro Tip: New to ads? Keep it simple. One audience, one offer, one ad type at a time. Learn what works before scaling up.

Want More? Don’t Worry I Have Tons of Helpful Blog Posts for You to Check Out. Start with These!

BLOGGING is making a major comeback.

Finding Your Ideal Client and Speaking Their Language