Keeping up with small business marketing trends is like having a secret weapon. It helps you stay ahead, adapt to industry shifts, and connect with customers in all the right ways.
This year’s trends focus on connection, creativity, and practicality — from building community to experimenting with new tools.
The best part? All of the trends in 2025 are designed with small business owners in mind — no over-the-top budgets or pushy tactics required.
Trend #1: AI Tools Are Helping Small Businesses Save Time
AI-powered tools have been making waves for a while now. Last year, new AI tools and platforms seemed to appear overnight, and while some small business owners jumped on board, others stuck with the “old school” way of doing things. But in 2025, it’s hard to ignore the benefits of AI for saving time and streamlining the daily tasks of running your business.
At Durable, we’ve seen firsthand how AI can be a game-changer. Over a million small business owners have used our AI Website Builder to set up their sites, and the hours saved on writing, designing, coding, and optimizing websites are countless.
AI is no longer mysterious or complicated — it’s now an easily accessible and practical tool that helps small business owners save time and work smarter.
We’ve seen how AI can transform the way businesses operate, from building websites in minutes to automating content creation. It’s about freeing up your time so you can focus on growing your business and doing what you love.
How to Jump on the Trend:
- If you haven’t already, build your website with Durable. We ask you for some basic info about your business, and your site will be built in 30 seconds! Generate your site here →
- Use AI-powered tools like Canva for creating social media assets or an email scheduler like Mailchimp to send weekly newsletters to your customers.
Trend #2: Voice Search Optimization: How to Get Found in “Hey Siri” Moments
Voice search is on the rise, with more people turning to devices like Siri, Alexa, and new-on-the scene, Google Gemini, to find what they need. Thanks to advancements like Google Gemini, your business information could be just one quick voice query away.
Imagine this: a dog owner on a particularly muddy walk asks, “Hey Gemini, where’s the nearest dog groomer?” If your website is optimized for voice search, your business could be the answer they get. Without it, you risk being left out of the conversation — literally.
Voice search isn’t just a trend — it’s how customers get answers to their burning questions, especially while on the go. Make sure your business is ready to answer.
How to Jump on the Trend:
- Add a Q&A section to your website with common questions like, “Where can I find [your service] near me?”
- Update your Google Business Profile with accurate hours, services, and photos. Don’t have a profile yet? Set it up with Durable here →
Trend #3: Short-form Video Content Continues to Take Over
Short videos on TikTok, Instagram Reels, and YouTube Shorts continue to grab attention and drive action. They’re quick, engaging, and memorable — perfect for showcasing your products or services.
The best part? You don’t need a big production budget to make an impact.
According to Wistia’s 2024 State of Video Report, audiences often prefer authentic, low-budget videos — like simple talking-head clips shot with a webcam — over polished, high-production content.
It’s proof that real and relatable can outperform slick and staged, especially when connecting with your audience.
“Short-form videos are such an easy way to grab attention and stay on people’s radar,” says Durable’s Social Media Manager, Christine Colling. “They’re quick to make, super shareable, and help your business feel more approachable.”
And if you’re feeling camera-shy or lacking confidence when you're behind the camera, Christine has some sage advice, too.
“It can be intimidating to start creating video content, but don’t overthink it. Just grab your phone, share a quick tip, or show a behind-the-scenes moment. People love real and relatable over perfectly polished!"
What to see in action? Here’s Christine on Durable’s Instagram account, sharing our favorite product features and releases:
No fancy editing software or tools were needed — it was all filmed and edited directly in TikTok!
How to Jump on the Trend:
- Choose your preferred social media channel, based on where you think your audience spends the most time online,
- Press record! Apps like Instagram and TikTok have easy-to-navigate video recording and editing features, so you’ll quickly get the hang of it.
Trend #4: Purpose-Driven Marketing: Why Customers Care About Your Values
Community-based marketing is helping businesses forge deeper connections with their customers. When you build a sense of community, you’re not just offering a product or service — you’re inviting people to be part of something meaningful.
For example, if you run a landscaping business, you might connect with eco-conscious customers by advocating planting native species to support local wildlife.
Rebecca Hoekstra, a Durable customer and owner of NaturePure Cleaning Co., set out to connect a personal passion with a business idea.
Inspired by a local neighbor’s post on Instagram looking for home cleaning services, Rebecca thought she’d be perfect for the job. And that’s when the idea for her natural, non-toxic cleaning business came to life.
“I'm the type of person who, if it's something I'm passionate about and believe in, I will pour my heart and soul into it,” says Rebecca. “So I was like, it's time to start something myself.”
In just a year, Rebecca’s books were full of happy and loyal customers. What began as a side hustle, quickly became a thriving business doing its bit to protect the environment.
It doesn’t have to be a grand mission; even sharing your side passions or values — like seatbelt safety for mechanics or inclusive teaching methods for tutors — can create a genuine connection with your audience.
Building a business alongside a personal mission is worth the effort. A recent study found that people stick with brands that share their values. When a brand aligns with what customers care about, it has a big impact on whether they stay loyal.
How to Jump on the Trend:
- Start a Facebook group or a newsletter where you share tips, insights, or behind-the-scenes stories of the causes you stand for.
- Host small events — either online or in person — that encourage your customers to connect with you and each other about your shared mission or interests.
Trend #5: Nurturing Loyal Customers to Drive Long-Term Growth
Many businesses focus on growing their customer base, but nurturing existing customers can be just as valuable, if not more.
For small business owners, keeping a tight-knit group of happy, loyal customers can be the key to success. Because loyal customers not only come back — they bring friends with them.
How to Jump on the Trend:
- Send personalized thank-you notes, loyalty discounts, or follow-ups to show customers you value their business.
- Ask for reviews or referrals and share them on your website. Then, make it easy for customers to share their experiences—whether through email, social media, or review platforms.
Trend #6: Hyper-Local Marketing to Attract Nearby Customers
There’s a growing movement to shop small and support local businesses over big-box giants like Target and Amazon. Customers want to spend their money where it makes a difference — in their own neighborhoods.
This trend has two parts. First, you need to show up in local searches. Whether you’re running a cozy coffee shop, a landscaping business, or selling handmade crafts online, people need to know where to find you.
That means shouting about your location and services on your website, keeping your Google Business Profile updated, and sprinkling some local SEO magic into your content.
Second, it’s about showing up for your community. Join local Facebook groups, sponsor the neighborhood soccer team, or host a free workshop. Whether it’s giving back or just being present, connecting with your community builds trust and makes people want to support your business.
When your business is easy to find, and people see you actively supporting the community, they’re more likely to choose you — and keep coming back.
How to Jump on the Trend:
- Make Local Searches Work for You: Update your Google Business Profile with hours, services, and some great photos. Got a blog? Write about local topics or share community-focused stories. Learn how to start a blog for your business here →
- Be Part of the Neighborhood: Sponsor a local event, join a community group, or host a fun workshop (bonus points if it’s free or discounted). Even something small, like donating to a school raffle, shows you care.
Trend #7: Being Brave With Marketing to Set Your Business Apart
With the explosion of affordable tools and free resources, every small business owner can become a master marketer.
Whether it’s trying out new channels like Bluesky (a new alternative to X) or diving into podcasts to share your expertise, the key is being open to experimenting and finding what clicks.
The good news? You don’t need to reinvent the wheel.
“Making a real impact in your business doesn’t require a marketing degree,” says Jessica Worb, Durable’s Marketing Manager.
“As a small business owner, you’re already a marketer! If you’re not sure where to start, spend time perusing free online resources. There’s so much out there at your disposal. Start with guides, blog posts, and YouTube videos.”
With the right tools and a bit of courage, you can level up your marketing without draining your wallet. A little creativity and willingness to test the waters can go a long way in setting you apart.
How to Use It:
- Take Advantage of Free Resources: Download templates, sign up for webinars, or explore blogs and guides that teach you the ropes. Don’t forget to sign up to the Durable newsletter to get our latest blogs in your inbox →
- Keep It Manageable: Focus on one or two new strategies at a time. Whether it’s launching a podcast or experimenting with a new social media channel, don’t overwhelm yourself by trying everything all at once.
Marketing doesn’t have to be overwhelming — these 2025 marketing trends are all about making things simpler and more effective for your small business.
Whether you’re diving into AI or getting involved in your local community, small efforts can lead to big results. Take it one step at a time, and remember, you’ve got everything it takes to succeed!
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