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Stevie Dillon

Shifting Tides: Five BIG Changes In the Online Marketing Space in 2024

January 2, 2024

It’s a shiny new year! If there is one thing that I know for sure about the online marketing space, it is that things are changing FAST. Can you believe that just a year ago, no-one had really heard of or used AI? The times are a changin’ – and fast.

With the calendar year now officially ending in a “4”, it’s likely that we’re all starting to look forward to the year ahead. So, I want to share with you some of the big shifts I have noticed recently in the online marketing space – both in my OWN behaviour, and in consumer sentiment – and how I am thinking about it in my own offers as I look to the year ahead.

Maybe it will give you some inspiration for your OWN offers; and the way you intend to shape your 2024!

Let’s dive in.

Listen On: Apple Podcasts | Spotify

1. Lower Ticket Membership Over High Ticket Programs

The reason I decided to create a membership when putting together Lifestyle Business School was due to a shift I noticed in my OWN buying behaviours. I stopped investing in big high ticket items; and instead I joined a number of different memberships relevant to the problems I needed solved at that particular time. So, instead of being in ONE big, high ticket program – I am in three or four different communities which cater to different needs.

2. Templates Over Curriculum

Did the world speed up recently, or is it just me? One thing I know for sure is that we are all more time poor than ever, and a big shift I noticed in my OWN buying behaviour is that I wouldn’t invest in something if it would require a lot more of my time. Instead, I wanted access to templates, resources, things that would give me time BACK.

3. Realistic Outcomes

We have all been sold pipe dreams online, and we can see through the BS these days. It’s a sign of a more sophisticated market, and I LOVE it. There is a real CRAVING at the moment for people to be real in their marketing; sell realistic outcomes, to stop promising unrealistic outcomes in two seconds. Rather than HELPING your sales; I think this approach to marketing moving forward will actually hinder them. Share realistic outcomes, be specific about what is possible and avoid selling pipe dreams. A refreshing shift, don’t you agree?

4. A Shift Away From “Revenue Only” Marketing

I have seen a real shift away from the way “revenue-focused” marketing is perceived. “Build your six figure business” is a term that was everywhere for a while; I used it myself. Actually, though? It’s technically not allowed in most countries, and I don’t think it’s necessarily the positioning that people want anymore. If you’re thinking of selling revenue results as your primary positioning, I encourage you to go deeper. Why does your buyer WANT six figures? What will that give them? Usually, it’s not actually about the money; it’s about the tangible outcome they perceive that money will give them. Again here, it’s important not to move too far into selling a pipe dream territory; there are too many reels talking about their dream life with little substance behind it. Talk about realistic outcomes, and show proof that you are able to help others achieve them.

5. Community

I personally love tight, specific conversation on things that are relevant to me; and I think paid online communities will continue to dominate into 2024. Shared intel on specific topics is something you can’t Google and AI can’t replicate, and I am finding MYSELF investing in these communities.

These are a few of the shifts I have noticed in both my own buyer behaviours and in consumer sentiment; and all have been strongly incorporated into my Lifestyle Business School membership.

If you’re an expertise-based business owner wanting an operating system, a hyper-specific community of lifestyle business owners, a realistic and very “process and template” heavy offer that saves you time and the ability to get results without a super high ticket offer, it’s for you.

Want more? Here’s how we can help you:

  1. Listen to Lifestyle Business School — The Podcast: With over one million downloads and counting, get the behind the scenes strategy on how to how to package and market your intellectual property to build a leveraged lifestyle business where your value is divorced from your time. Subscribe here on Spotify or here on Apple Podcasts for new episodes every week.
  2. Download our FREE 26 Page Expertise-Based Business Diagnostic: Get Clarity on what to work on first or next to help you start or grow your leveraged expertise-based online business. Click here to get it for free.
  3. Join Lifestyle Business School Today: Get the complete Operating System for starting or growing an expertise-based online business to the Lifestyle Business Sweet Spot. Click here to join today. 

Keep Listening!

Listen On: Apple Podcasts | Spotify

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