As in previous years, 2025 brings a mix of economic, political, and social shifts, with looming questions about regulatory and policy changes. Goldman Sachs just released the results of their national survey for small businesses, which gives us some insights into what other small business owners are thinking about the economy and business landscape.
In short, the results present a good mix of optimism with a side of “we’ve got work to do.” If you’re a small business owner or working in marketing for one, you’re probably juggling the same mix of excitement and concern. So, what does this mean for your marketing in 2025?
Signs of cautious optimism
Although economic uncertainty remains a significant consideration for business leaders, 69% of small business owners in Goldman Sachs’ survey are optimistic about prospects in 2025. Similarly, DHL’s 2025 outlook survey found that 67% of businesses anticipate better performance compared to 2024, and 40% of small businesses said that expanding into new markets in 2025 represents a big opportunity for growth.
But that doesn’t mean businesses are blindly bumbling along without ignoring looming challenges. For example,
- The 89% of businesses that are currently hiring are struggling to find qualified staff.
- More than half of small businesses can’t afford to take out a loan at today’s interest rates
What does this mean for your marketing strategy?
Even in the face of regulatory challenges and complex trade rules, small businesses are increasingly reaching new customers in new global markets. Frankly, there have never been more ways to connect with prospective customers than there are right now, and if you’re not actively maintaining a solid digital presence and promoting your brand online, you’re not reaching enough of them.
Showing up online doesn’t mean spending money you don’t have on massive ad campaigns and viral moments you can’t afford. Yes, special campaigns have their place. But if you’re already fighting for resources or dealing with hiring challenges, focus on the foundational aspects first. Use special campaigns for big pushes or product launches, but keep your day-to-day marketing simple and effective.
Sustainable growth is about doubling down on the basics. If you haven’t already, make sure your digital presence is in check (ask us about our online presence audit). It’s not enough to just have a website. Your website needs to be fast, mobile-friendly, and designed to convert. If your online presence is clunky or hard to navigate, you’re missing out.
You may also be interested in: How to create a modern website that people actually want to visit
Content remains on its throne, and it’s still the best way to build trust with potential clients. Get personal. Show up. Answer questions your potential customers are asking. See how we gave the 3 Es of content marketing a makeover to bring them into 2025.
You may also be interested in: A beginner’s guide to content marketing (that won’t waste your time)
Get creative about talent acquisition
Once you’ve used your killer online presence to grow your business, you may need to find more talent. If you can’t compete with bigger companies on prestige, pay, and pensions, your marketing strategy needs to work even harder to showcase the unique work environment and benefits you offer.
Take our client Financial Solution Advisors (FSA) as an example. There’s currently a shortage of accounting professionals, and they’re a boutique firm competing for talent with the likes of the Big Four, the four largest global accounting networks in the world: Deloitte, EY, KPMG, and PwC. To attract talent, FSA focuses on how being at a smaller firm provides a more supportive environment and gives employees access to a wider range of accounting disciplines and experience. They enter (and regularly win) “best places to work” awards and promote culture of care through their FSA Gives Back initiative.
We help them create blogs (like the ones below) and social content to attract prospective employees:
CPA Firm Careers: Here’s what makes FSA different
Ready for a career move? Tax jobs at FSA offer more than just a paycheck
A quick Q&A with our FSU finance intern
You’ve got this!
Let’s say it like it is: the Goldman Sachs Small Business Survey is telling us that the economy’s uncertain, hiring is a mess, and affordable capital is a pipe dream for many small businesses. Despite these challenges, small businesses are resilient, and they’re looking to grow.
In 2025, effective marketing is all about doing what works, staying agile, and finding ways to innovate (even if it’s on a budget). Be ready to adjust, but always keep your eyes on the fundamentals: a solid website, smart content, and a digital presence that shows up for the right people, at the right place, at the right time. That’s the strategy that will win the day.
If your small business needs some help (believe it or not, outsourcing your marketing can be more cost-effective), we’re here to help you make the most out of every dollar you invest in marketing.
