2025 Trends in Small Business Operations: ​What’s Next for Marketing, Tech, and More

As small businesses prepare for the challenges and opportunities ahead, staying on top of operational trends is more important than ever. With new AI applications coming onto the market with increasing frequency, numerous innovative marketing solutions to try, and the need to protect small businesses from cyber threats, the way businesses operate needs to evolve at lightning speed.

I asked some business experts to share their insights about how small business owners can keep up with today’s fast-paced business environment.

Business Operations Trend Predictions for 2025

Marketing Trends

Adapt Your Marketing Strategies to Today’s Challenging New Search Environment

Small businesses now face a dynamic digital landscape that offers both challenges to navigate and opportunities to seize. The ongoing shift toward a pay-to-play model on platforms like Google means organic search traffic may continue to decline, particularly as AI-driven responses take up more search real estate.

Insights from a recent Scorpion Marketing poll, reported on Local Dialog, show that users have become increasingly frustrated with search. According to the poll, 79% of consumers say they need to scan “more search results to find information than in the past.” And 51% say it takes longer to find relevant results on Google.

As a result, small businesses need to adapt by diversifying their marketing efforts. The increasing costs of customer acquisition across digital channels will require a focus on cost efficiency and smarter strategies, such as multi-channel marketing. By combining email, SMS, social media, and direct interactions into a multi-channel marketing strategy, small business owners can streamline their workflows and broaden their reach.

This allows SMBs to move away from relying only on one or two channels, which are often time and cost intensive, but might not produce the best results. Instead, they can find the proper channels to increase customer engagement. In-person connections and events also provide a valuable opportunity for brands to engage with customers on a more personal level. This year, small businesses must learn to balance digital marketing and in-person experiences to stand out in today’s busy marketplace.

Further, using AI and automation tools can help small businesses streamline their marketing efforts, improve efficiency, and stay competitive. By building and leveraging customer databases, like email lists, small businesses can focus on reducing marketing spend and driving higher ROI.
—Sarah Jordan, CMO, Constant Contact

Digital Marketing Set to Soar

This year, small businesses will double down on digital marketing and e-commerce. TikTok and Instagram will no longer be just for brand visibility; small businesses will increasingly use them for client acquisition and direct sales conversions.

Look at the data we’re seeing about the rise in ad-buying on TikTok: TD Cowen found that TikTok is the preferred format for short-form video content for 60% of ad buyers, versus 19% who prefer Instagram Reels. On the consumer side, 41% of viewers say they trust a brand more after seeing an ad on the platform, and 31% say they’re more likely to be loyal to a brand after seeing their TikTok ad. (Editor's note: While there is a possibility TikTok will be banned in the U.S., at the time we posted this article, the site was a consumer favorite.)
—John Towle, Director of Small Business at Block Advisors by H&R Block

Cybersecurity Trends

As the Number of Cyberattacks Rises, It’s Crucial That Small Businesses Invest in Preventative Measures

Cybersecurity will be a major focus for small businesses this year. The Hiscox Cyber Readiness Report 2023 revealed that the median number of cyberattacks for small businesses in the U.S. rose to four in 2023. With cyber threats growing more sophisticated, guarding sensitive data will become an even greater priority. Small businesses need to increase investment in stronger cybersecurity measures, upgrade outdated technologies, train employees to spot threats, and review risk mitigation strategies like insurance coverage to ensure their companies are protected against the financial and reputational costs of breaches.
—Tyler Peterson, Head of Professional Risks, Hiscox USA

Most Cyber Breaches Are the Result of Human Error, So It’s Essential to Train Your Team to Spot Potential Problems

By 2025’s end, the cyber landscape will bloom with unprecedented intricacies and intertwining pathways. Businesses need to invest in IT and cybersecurity to meet their goals, protect growth opportunities, and focus on these aspects to effectively manage technologies and advancements. Embrace the challenges. Seize the opportunities that come your way.

According to the 2024 Data Breach Investigations Report from Verizon, “human error is present” in 68% of cyber breaches. The report indicates that external actors are the “top catalyst for breaches” (65%), and internal actors are responsible for 35% of them, up from 20% in last year’s report. And 73% of those internal breaches were considered “miscellaneous errors.”

Statistics indicate that success depends not solely on possessing state-of-the-art technology but on making investments and ensuring that all employees are aware and continuously trained to recognize and respond effectively.

Investment in cybersecurity and information technology goes beyond data—it involves creating an infrastructure for safety and establishing a basis for business expansion through a blend of cutting-edge technology and skilled personnel. Team members play a role in preventing disruptions that could significantly impact operations because, with training, they can act as the line of defense. This helps protect against dangers such as phishing and various forms of cyber assaults.

Having protection won’t only give you an advantage; it will be crucial for guaranteeing safety. Sustainable business expansion should not overlook the importance of taking measures and precautions. Taking action now to invest in cybersecurity is essential for establishing a protection foundation.
—Marcelo Barros, Global Director, Hacker Rangers

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