Are you a small business owner? Does your website encapsulate everything that your business stands for? Is your website responsive to all mobile devices? Do you use social media platforms to promote your business? What are you doing to market your business online?
These are all critical questions to consider. However, if you’re a small business owner, then you have a mountain of responsibilities that may be prioritized over your marketing efforts.
We understand that you have a business to run, and marketing takes a lot of time, effort, and expertise. It’s recommended that you leave all of your marketing efforts to the professionals. However, if you wish to take on some of the marketing responsibilities, then there are a few tips that you should know about.
Tip # 1: Establish Your Identity
Establishing your business identity, or business brand, sounds a lot easier than it is. Your business should be recognized by your customers while also being somehow differentiated from your competitors.
Branding is more than just having a cool logo design or well-placed advertisement. It’s about defining your business in a way that speaks to customers on a deeper level. Your business brand is what others say about you – the consumer’s perception of you. How you establish your brand defines how others perceive your business.
So, you must establish your brand in a way that positively influences others. A successful brand must be consistent in communication and experience across many digital and print applications, including:
- Environment (storefront or office)
- Website & online advertising
- Content publishing
- Print collateral, signage, and packaging
- Sales and customer service
Remember, your brand is your reputation! The amplification of your brand can be executed effectively through several digital marketing channels, including:
- Social media & content marketing
- Email marketing
- Paid advertising (PPC)
- Website optimization (user experience)
Make sure that you clearly define the purpose of your brand. Ask yourself, “Why does my business exist? What problems do my products or services solve? Why should people care about my business? What separates my business from my competitors?
Use these brand awareness ideas to inform others through brand messaging, including a slogan, tagline, voice, messaging, visuals, stories, and more. Distinguish your brand from your competitors using original, relevant, and high-quality content.
Tip # 2: Know Your Audience
As a small business owner, you want to think about your audience. Gain a clear understanding of who your audience is, what they do, and how your business can benefit them.
Creating a buyer persona is an excellent tool used to define your audience in terms of their interests, demographics, and responsibilities. With a well-executed buyer persona, you can segment your list of targets and better personalize your sales and marketing messages.
Tip # 3: Create Great Content
Once you’ve discovered your audience, the next step is to create concise, relevant content that is targeted to your specific audience. Make it a primary goal to reach your audience on a more personal level, gaining their trust with each carefully chosen word.
Show your audience that you understand them and their needs. The most effective way to do this is by providing insight, informative content, and entertainment. Video content is a highly effective content format in which your audience can enjoy a short video that informs them as to how your business can cater to their needs.
Your content should guide the buyer through their journey, creating the ultimate user experience and persuading them to do business with you. Your website, as well as your social channels, should contain high-quality content that is relevant to your business.
Your content is the best way to connect with your audience. Build relationships with potential customers and convert them into loyal customers. Also, make sure that you’re making updates regularly to your content, as online trends always change. You don’t want to have outdated content. Keep your content up-to-date to stay in tune with the latest trends.
Tip # 4: Boost Your Social Media Content
Because social media algorithms are constantly evolving, it can be difficult to gain traction organically. This is where paid advertising and boosted social media posts come in handy.
PPC and social media ads are highly effective, accounting for over $18 billion in generated revenue in 2019. Your social media content should be as in-depth and comprehensive as your website content.
Many small business owners don’t realize how vital it is to have a well-established social media profile. Your social media page is one of the first things that your customers see when they search for your business or other local businesses in your field. So, you must make a good first impression.
Tip # 5: Optimize Your Email Marketing
85% of consumers prefer to use email when communicating for business-related purposes. Email is a highly effective marketing tool used to build and foster significant business relationships.
Aside from the obvious communication benefits, email marketing is also a great way to send relevant messages to consumers, such as promotions, deals & coupons, service announcements, press releases, and other business news.
Your emails should include a subject line with a hook, drawing in the audience to “click” and learn more. The design of your email layout should be visually appealing as well to keep the reader engaged and eager to learn more. Your emails should also have a call-to-action (CTA) button, telling your audience to call, respond via email, or visit your store.
Make sure that you keep thorough and organized records of all client email addresses and add them to your email list. Keep your emails short, sweet, and simple with a touch of creativity, innovation, and imagination.
Hopefully, these 5 marketing tips for small business owners have given you some insight into how you need to proceed in your marketing efforts. The marketing ideas presented in this article have helped many small business owners effectively promote their products and services, and it can help you too.
As long as you remain diligent in your efforts, you’ll notice a huge difference. Remember to establish your brand, know your audience, create great content, boost your social media content, and optimize your emails. With these tools and a thorough, in-depth marketing strategy, your business can soar to elevated heights.