I want to start this post by saying THANK YOU to everyone who has taken the time to read these Blog posts, followed my journey on Social Media, and took the time to reach out to provide support over the past 12 months. I have been extremely fortunate to work with some amazing clients and have the ability to collaborate with some incredible partners while receiving encouragement from friends and family along the way. 2023 has been an amazing experience for me from a personal development perspective.
This Harv Communications Blog post will primarily be reflecting on 2023 with a bit of a look ahead to next year. What I learned when it comes to SEO, SEM, Social Media, Web Development, and what it takes to operate a business. The best part? I’m not done learning. I hope I am never finished learning! I like to discover new things – it’s how you provide more value. I enjoy making mistakes – it’s how you improve. 2024 will be another year of personal & professional growth and I am looking forward to it!
Digital Marketing in 2023
Unsurprisingly, traditional media outlets still had relevancy throughout the year but remained a support medium rather than a primary channel for most small businesses. It’s much “easier” to create and measure results from an Instagram page, add products to the Shop, and share links to Blog posts or YouTube videos than it is to film a TV commercial and purchase air time. Perhaps an unfair example, but still applicable. Digital Advertising, for example, can be started on Google or Meta with a few clicks to then be modified, paused, or pivoted entirely just as fast. While platforms like Google are always thrilled to take your money, they provide a flexible and measurable way to drive traffic to a website to help with conversion more so than a radio or print ad. It’s not to say one is better than the other as there are pros and cons to both options, but almost everyone has a phone in their hand to see a display ad on a website whereas not everyone is waiting at or driving by bus shelters where an ad may be placed.
SEO, as an industry, remained in a state of constant evolution. Content is still king but so much of that relies on quality content relating to search intention & method of search. There were significant changes across the Google landscape (most notably the complete introduction of GA4), algorithmic updates, changes in terms of how we conduct searches (smart TVs, home control devices), and what we determine to be sources of “reliable, authoritative” content online. In the world of Social Media, many of the standard best practices still apply but how content is consumed across each channel and how they directly/indirectly speak to one another remains a constantly evolving ecosystem. Domain & Host providers still vary in what they can provide (and at what cost), CMS websites still provide a valuable place in the world of web development but eCommerce through Social or influencers can have more of an impact than the traditional “search, click, buy” approach. At the end of the day, nothing has changed because everything is changing.
Reflecting on 2023: What I Learned Starting a Small Business
In 2023, I learned a lot every single day about what it takes to start and maintain a business. I discovered that there is no better feeling than setting an alarm, grabbing some coffee (or tea), and beginning a work day at whatever o’clock. I do not miss “arriving to work at 9am” as if this is the universal time a day can begin. I do not miss “waiting for everyone to get here so we can start” and then sending a recap email to everyone who just attended. Instead, I discovered how productive I can be while watching the sun come up. I learned that it’s okay to set back-to-back-to-back meetings (online or in-person) because I created that schedule for myself knowing my limits, knowing my preferences, and knowing what needs to get done in a day. This also means I learned what it takes to “say no”. I don’t like to turn people away or push back on deadlines, but I also understand the mental and physical toll it can take to get something done the right way. Sometimes, it’s better to respond to that email or text after an hour rather than hearing the ping and feeling compelled to respond right away. Breathing room is important. Fresh air is important. Separating work from life is important. You need to be disciplined, committed, and ambitious enough to manage your own time, but you also need to understand you cannot deliver your best work when your body tells you it’s time for a break.
What I also learned is no matter what anybody tells you, what advice you are given, what you research online, or what you believe is correct, you will never have all of the answers. Things change. People change. It is impossible to read the “how to” on business management and think it will apply to every person in all situations. Don’t be afraid of getting things wrong and don’t feel compelled to rush into a decision or action just because it seems correct on paper. Ask questions, get the facts, make an informed decision, and be prepared to pivot.
What to Expect in 2024
If we take a look at SEO, for example, the entire industry itself is constantly evolving. In the last 5 years, things have changed drastically in terms of the way search is conducted including voice search, Smart TVs, and how intention itself has a greater relevancy to how content is communicated through expertise than ever before. As we head into 2024, there is a continuing shift toward what is searched, how it is found, and ultimately what influences a conversion. In a way, search itself may be becoming less reliable than something like influencer marketing in terms of providing direct links through testimonials. People may purchase a product because someone they trust is recommending it. That’s a far cry from typing a question into a search engine, comparing notes across websites, and ultimately completing a transaction online. Social Media itself continues to shift as quickly, as media content dominates while long-form video content has continued to replace TV shows. Thus, from an Advertising perspective, there are more opportunities for product integrations, sponsorships, and the aforementioned affiliate programs than ever before. If we look at TikTok compared to YouTube, for example, there is a growing opportunity for creators to curate specific content on one channel knowing it is consumed entirely differently from another. TikTok videos can appear on YouTube essentially as clipped versions of the longer formatted content which acts as a replacement to watching a 20minute episode of something on Netflix. Someone watches TikTok, enjoys the content enough to want to see more, and migrates to YouTube to subscribe and watch long-format videos.
For me, 2024 will be a year of continued growth. I am excited to discover what is new, trending, and beneficial in the industry to provide further support for my clients. I am looking forward to expanding my service offerings and partnering with more, local businesses and individuals I trust. Collaborating on projects with people I would want to help me deliver amazing results is just one of the ways I plan on growing in 2024. That is, of course, in addition to continuing to fulfill custom SEO programs, build new websites, launch Advertising campaigns, and help empower small business owners every day. I cannot wait for 2024 and I am excited to grow with all of you!
