It doesn’t matter if you’re in the process of launching a new business or already have one; having a robust digital presence for your brand is a necessity. Realistically, 97% of people learn about all types of companies online more than anywhere else.
Small, medium and large business owners are looking to track ROI and brand awareness with digital marketing. Not only is digital marketing mandatory for promoting your products or services, but optimizing your online assets is also critical to your business’ overall success.
It’s equally crucial for all businesses to have essential and updated information readily available for potential clients. Suppose you’re a business owner with little to no digital marketing experience and all the digital marketing channels. In that case, this might all sound like a foreign language to you. Don’t worry; we’ll go through what everything means and why they are so important.
We will help you build and optimize your marketing strategy utilizing inbound marketing, setting you up to attract new clients and ultimately grow your business.
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Small Business Marketing
The marketing team’s job is to build brand awareness and build a pipeline of marketing qualified leads that turn into sales. With any business, getting the word out using digital technologies can be challenging due to a lack of knowledge and lack of resources (like budget or time). However, there are key strategies that can help you scale your business’s marketing efforts.
It doesn’t matter if you’re struggling with your marketing budget, the time restraints caused by having a small marketing team, or even lack of direction; having a marketing plan that’s tailored for your business can guide you as you grow.
Small Business Marketing Strategies
Utilizing these strategies are instrumental for you to generate brand awareness and revenue growth for your business:
1. Know who your audience is
We see businesses make all the time thinking that “everyone” is your buyer. Large companies may be able to appeal to a large market, but they say, “the riches are in the niches” for a reason. Having a niche is where you will have the most success as a small or medium business. To develop a niche and appeal to your buyers within that niche, you must understand their pains, problems, triggering events, and priorities.
What is driving them to make a purchase now? What does it look like if they succeed? If you know these things, it will help you craft a message that will resonate and make a compelling case for your solution.
You have to start by thinking about your existing customer base and whom you enjoy working with. Once you figure that out, you will create a buyer persona to begin the process of getting your brand into the head of your ideal client.
2. Emphasize how you deliver value
Suppose there is no difference between you and your competitors. In that case, there is no reason why a potential customer would want to work with you. The value you bring makes you different from others in your space and makes up your potential customers’ minds that you’re the right company to go with. How are you better than anyone in the industry? Conveying this makes a compelling argument.
3. Create and focus on singular goals and objectives.
If you’re exploring the world of online advertising, you may have noticed that there are a ton of directions you can go in. We understand that It’s tempting to do everything at once and craft a complicated online marketing machine in hopes that you covered all your bases. This makes it easy to take on too much and not see the results you were hoping for.
Instead, you want to identify where you can make the most significant impact. Where is the most prominent blind spot in your digital marketing that’s preventing you from growing? You want to set a goal around that one pain point and focus all your resources on the activities and tactics to help you achieve that one goal. Once you have hit your goal, you can move on to the next one.
4. Concentrate on the immediate wins
You will want to be aggressive when you first start because as you grow, it’s critical to see an ROI sooner. Seeing an ROI right away will give you the momentum and cash flow toward your more extensive projects, long-term plays, and more sustainable growth models.
These types of strategies will take time to build (such as search engine optimization SEO). These are not good for your primary initiative because you will not see a return quick enough for your liking. If you have enough resources, you can start there, great, but don’t put everything into that one strategy.
5. Use what works
Once you have your initiatives running and you’ve experimented with a few different things, you will want to pay attention to the data and analytics. Analytics will inform you of what’s working and what isn’t. This is important because as you grow, you will want to double-down on proven methods of generating revenue. This could mean reusing an ad you created or adding more ad spend towards digital media or a particular social network.
6. Understand your existing customers are your best sellers.
On average, it costs five times more to acquire a new customer than close a current one. This means even though they have already purchased from you, it doesn’t mean you cannot sell them again.
You will want to Identify your opportunities for repeat purchases, upselling, down selling, and cross-selling. This is important because your existing customers have already made a purchase with you; they already know, like, and trust you. As long as you’ve provided a great experience and have given them a reason to do business with you, getting them to purchase with you again or refer you to someone they know should be simple.
Even if the need doesn’t come up again (in cases where it’s a one-and-done purchase with no upsell opportunities), you still need to delight your customers and keep them engaged with email marketing, SMS marketing, or social media. Word of mouth is a powerful (and free) marketing tool.
7. Use free marketing tools
Speaking of free marketing tools, it’s important to note that since you’ve committed to a starting goal and scope, there is no need to spend a ton of money purchasing different marketing tools and software. You will want to use free marketing tools where possible and only commit to paid marketing tools if you know they will drastically improve your existing operations and performance. Here’s a list of marketing tools you should get to maximize your ROI.
- CRM (Customer Relationship Manager)
- Online Advertising Software
- Social Media Management Software
- Social Media Advertising Software
- Search Engine Optimization (SEO) Software
- Content Creation Software
- Video Marketing Software
- Event Marketing Tools
- Lead Capture and Conversion Tools
- Lead Generation Software and Tools
- Website Optimization and CRO Software and Tools
- Lead Nurturing and Email Marketing Software
- Marketing Automation Software
- Data Reporting and Analytics Software
- Digital Assets Management Software
- Team Collaboration Software
- Project Management Software
You will have a long road ahead to build your online presence. Still, any steps you can make will significantly impact your business. Some things like blogging and SEO will take a few months to start kicking in and sending you traffic. Still, social media accounts and posts can have immediate effects. Don’t be afraid to share your blogs on social media to get more traffic to your website.