What Marketing Strategies Actually Work in 2024? 3 Experts

By Marli Guzzetta, Consulting editor, Inc.

There's no silver bullet for marketing in 2024. Digital marketers are divided on the best platforms, and many wonder if the space has become too saturated.

In this environment, a multichannel strategy--tailored to your audience and product--is more important than ever. That's why Inc. invited top experts (and Inc. 5000 honorees) to lead an Inc. Masters session and share their best advice on social media marketing, multichannel approaches, the power of data, and more.

Lauren Fortner, co-founder of Los Angeles-based the Edit, is a social media and community-building expert. David Carroll, founder of St. Paul, Minnesota's Dope Marketing, specializes in direct mail marketing and data-driven strategies. Bobby Steinbach, founding partner of New York City's MeanPug Digital, is a marketing strategist focused on the legal industry.

Together, they offered a master class on marketing in 2024. Read on for their tips, or get outpaced by someone who does.

Social Media Marketing and Content Creation

"When it comes to social media strategy, one of the biggest problems small businesses face today is staying on top of changes, because it's a full-time job," said Fortner. "Even something as simple as the way Instagram displays likes and comments is changing, so you need to adjust your strategy." Right now, Fortner said, Meta platforms are using shares as a key metric. So, focus on strategies that promote shareability.

Fortner also encourages companies to post regularly to refine their strategy through community feedback: "Your community will tell you what they wanna see, whether it's in the comments or if you prompt them with a question sticker in stories."

No budget for content creation? Fortner suggests low-cost content like smartphone videos and real-life testimonials.

And whatever your company size, you can also explore influencer marketing -- it doesn't have to be MrBeast or bust. Fortner is big on micro-influencers, folks who have 10,000 to 100,000 followers. "There's so much value in micro-influencers," she said. "They're often more affordable, and their niche audiences are still powerful."

However, not every brand needs an influencer strategy. B2B companies may see less ROI unless they operate in niche sectors where influencer voices are valued.

"Reach out over DM, try and get those conversations started, and really build that organic relationship," advised Fortner, who recommends influencer marketing tools like Upfluence and Dash Hudson to manage these relationships and find talent. 

Whatever you do, make sure it's built for speed. "Short-form content will never lead you in the wrong direction," added Carroll.

Multi-Channel & Traditional Marketing

While social media is important, it may not always be the best starting point--especially if your ideal customer gets their content in other ways. "Every touch to your customer has value," said Carroll. "Some people want to listen to audio, others might want to read. The goal is to cover different channels."

Using multiple touchpoints is key to getting noticed. Steinbach highlighted how traditional marketing, like direct mail, TV ads, and billboards, can be layered into digital strategies for maximum impact. "Order matters," Steinbach said, stressing the importance of timing in marketing.

Repetition and consistency are also key. "Your ideal customer needs to be touched seven to 11 times before they even recognize your brand," Carroll said. However, these touchpoints should be tailored to the product and audience, with fewer but more personalized touches for highly targeted audiences. Regular drip campaigns, which offer small, consistent gestures, are particularly effective for B2B companies in competitive markets.

"I'll mail you something every week until you either tell me to buzz off or pay attention," he said.

Thought Leadership & Project Management

One area where you can't afford to "mail it in" is thought leadership, Steinbach said: "The only thing I can say is sure to work is thought leadership around really good work. And inbound referrals. Everything else is kind of transient."

Steinbach and his team target their efforts on businesses "whose lifeblood is readership--getting eyeballs, keeping eyeballs."

Once you have that message and strategy in place, a good project management system is critical. The MeanPug team uses Asana. "It's a really good mix of power when you need it, but it can be dumb when you want it to be."

Steinbach is a firm believer that the right tools can make all the difference. "If you don't have a project management system and it's your first one, it will change your life," he said. "At their core, project management tools are just about creating predictable systems for completing work. It's about keeping your organization on task and accountable."

With project management, thought leadership, and a multi-channel strategy, these experts believe your business can find success in 2024. Miss their advice at your own risk.

Photo Credit: Getty Images.