The digital marketing landscape continues to evolve rapidly – to the extent that marketing strategy advice provided even as little as five years ago may now be obsolete, or at least far less effective. Just in recent times, we have for example seen the introduction of Google’s AI Overview in search results, which has brought into play the need for Zero-Click SEO. Accordingly, it is now proving more and more essential that you understand how to connect with your audience in authentic, creative and highly strategic ways. With this in mind, here are some of the most effective marketing strategies and tips available to businesses in 2025.

1. Story-Driven Content Marketing

Consumers are overwhelmed with generic content. In 2025, the brands that are winning are those that tell compelling stories. This goes beyond blog posts or social media captions – it’s about using storytelling to humanise your brand, highlight your values, and build a deeper emotional connection with your audience. Story-driven content increases engagement, builds trust, and makes your message stick.

2. Using Professional-Quality Marketing Videos

There’s no room for “just okay” video content in 2025. The first few seconds of a video often determine whether your audience stays or scrolls – and poor visuals, bad audio, or amateur editing can instantly damage your credibility. This is where high-quality, professionally produced video content becomes a game-changer. Whether it’s a branded explainer, a product demo, or a client case study, the difference between DIY and professionally produced videos is night and day. Low-budget videos create a subconscious impression that your business cuts corners – whereas polished, intentional video communicates professionalism, trustworthiness, and attention to detail. We’ve seen how investing in professional video boosts engagement, improves conversion rates, and helps businesses stand out in saturated markets. Glowfrog Video, based in the East Midlands, provide businesses with high quality video production and award-winning service, from as little as £599. (www.glowfrogvideo.com)

3. Micro-Influencers for Niche Audiences

Micro-influencers with loyal, niche followings are proving more valuable in 2025. These influencers offer higher engagement rates and a stronger connection with their audiences, so partnering with one can be incredibly effective and much cheaper for your business, as compared with more broad-reach influencer campaigns.

4. Zero-Click Search Optimization

More people are finding what they need directly on search engine results pages, without clicking through to websites – primarily due to Google’s introduction of their ‘AI Overview’ in search results. Optimising your website content for zero-click searches—like featured snippets, answer boxes, and Google’s “People also ask” section – is critical to remain visible in 2025. This means structuring your content to directly answer questions and provide value upfront.

5. Hyper-Personalized Email Campaigns

Email isn’t dead, it has simply evolved. Generic newsletters are out, and hyper-personalized, behaviour-triggered campaigns are in. Using customer data to tailor content, offers, and timing has become a crucial strategy in maintaining engagement and increasing lifetime customer value.

6. Interactive Content That Encourages Engagement

From interactive quizzes and polls to choose-your-own-adventure videos, interactive content is a major trend in 2025. It’s no longer enough to just broadcast your message—you need to pull users in. This approach increases time-on-site, boosts sharing, and provides valuable insights into your audience’s preferences and behaviors.

7. Sustainability Messaging with Substance

Today’s consumers care about what your brand stands for – and it’s no good pretending either. Sustainability and ethical messaging must be backed by real action. Brands that can communicate genuine, transparent efforts toward sustainability are seeing increased loyalty and trust from values-driven consumers. While trends come and go, the underlying principles remain the same: marketing must be thoughtful, intentional, and built around providing value to your audience. The strategies above reflect some of the most effective ways businesses are doing just that in 2025. Considering Using Professional Quality Marketing Videos? If you’re ready to take your marketing to the next level, a high-quality video is one of the most effective tools you can invest in. Glowfrog’s showreel below highlights the kind of impact they help businesses achieve. Like what you see? Get in touch: > Email: hello@glowfrogvideo.com > Tel: 01332 492 465

Lindum Group, a construction contractor based in Lincoln, has recorded a turnover of £198.8 million for the year ending November 2024, reflecting an increase of £12.6 million from the previous year. Pre-tax profits rose significantly, reaching £10.3 million, up from £8.1 million.

The company attributes its success to a culture of close teamwork and a decentralised management approach, which continues to drive performance. Lindum employs 633 staff, 507 of whom hold shares in the company.

The results follow the leadership transition after David Chambers’ retirement as chairman, with Freddie and Edward Chambers now at the helm. The company is committed to long-term growth, prioritising employee involvement and a client-focused, value-driven service.

Bradley Hall, a property firm established in Newcastle in 1988, has opened a new office in Birmingham as part of its strategic expansion into the West Midlands. The company, which already operates in various regions including the North East, Yorkshire, and the North West, aims to strengthen its presence in the commercial and residential property sectors in this growing market.

The Birmingham office will initially focus on RICS Red Book Valuations, with plans to broaden its services to become a full-service agency. Phil Bartleet, a commercial property expert with extensive experience in the sector, will lead the branch.

Bradley Hall’s recent performance includes valuing £1bn worth of residential property from March 2024 to March 2025. The firm has also been appointed to several major valuation panels, including HSBC, Handelsbanken, NatWest, Yorkshire Building Society, and Lloyds, providing services for lending, legal matters, and commercial property transactions.

The Birmingham expansion is part of Bradley Hall’s broader strategy to increase its footprint in key UK markets. Supported by a central infrastructure covering marketing, operations, HR, and finance, the firm aims to continue attracting top talent as it expands across the country.

GO Travel Solutions has been reappointed by Harworth Group to continue its role as Travel Plan Coordinator for the Bardon Hill East development in Coalville for the next three years. The Leicester-based consultancy will build on its existing work, further developing and managing sustainable travel initiatives for the site. Since 2022, GO Travel Solutions has led efforts to develop and promote sustainable transport options for those working at Bardon Hill East. This includes conducting annual staff travel surveys to assess commuting patterns, developing a Travel Action Plan to encourage alternatives to single-occupancy vehicle journeys and launching its very own SmartGO workplace travel package. The goals are to deliver economic, social, and environmental benefits by improving access to employment, enhancing local air quality, and promoting staff health and well-being through sustainable travel choices. Dr. Ian Murdey, project manager at GO Travel Solutions, said: “We’re delighted to extend our collaboration with Harworth Group and further develop sustainable travel initiatives at Bardon Hill East. This reappointment allows us to build on our progress and continue making a positive impact.” Michael Jameson, senior asset manager at Harworth Group, said: “Harworth Group is dedicated to creating sustainable places where people want to live and work. The reappointment of GO Travel Solutions reflects our ongoing efforts to enhance sustainable travel options for employees and residents alike.”