Thanks to the advent of technology and digital marketing, effective marketing strategies don’t have to be expensive. It boils down to choosing the strategies that best fit the business’ overall nature.
This means developing a marketing strategy that goes beyond wanting to merely “sell” the business—involving brand maintenance and public relations, among others.
When crafting marketing tactics for small businesses, consider the following marketing strategies:
- Focus on business branding
- Know your audience
- Invest in SEO and websites
- Content is king
- Consider using Google AdWords
Focus on business branding
Branding is probably one of the most basic aspects of an effective marketing strategy. The business’ brand is essential as it communicates to its customers what the business is all about, what its values are, who it caters to and what does the business offer.
Building and selecting a business brand involves a lot of creative work and brainstorming on behalf of the business owners.
Of course, creating a business brand can be easier if the business chooses to hire a freelancer or even an advertising agency. While this might seem a bit too costly for start-up businesses, the benefits of having a solid business brand go well beyond the establishment stage.
If a business has excellent branding, it will leave an indelible mark on customers and contribute to long-term business growth.
Know your audience
Contrary to what most people think, effective marketing strategies don’t automatically apply to all kinds of businesses—what’s effective for one business might not work for another. It is important to do market research first before creating a marketing strategy for your business.
A big part of market research is composed of customer needs analysis. This involves finding out what makes customers tick, what their interests are, what resources they use and other similar considerations that can be used to create the business’ marketing strategy.
Crafting a customised marketing strategy according to your business’ customer preferences is a good way to ensure business returns while building solid relationships with customers. This also creates a positive, customer-centric image for the business—an attractive quality that most businesses aim to achieve at least within the first five years of the business.
Invest in SEO and websites
Having a badly-curated website is guaranteed to put customers off even before they start exploring what the business has to offer. It also somewhat applies to websites that are not search engine optimised (SEO).
Tapping into the passive customer sphere is hard, but SEO makes this somewhat easier via sponsored content and paid advertisements that put the business on the radar of passive customers.
Technology has made life easier in all aspects, and this applies to business marketing as well. Digital marketing is definitely faster, easier and delivers optimum results.
Businesses should capitalise on digital marketing strategies by investing in an excellent website that is user-friendly, comprehensive and convenient on customers while putting a specific focus on SEO strategies that allows businesses to be more visible for passive consumers.
Content is king
The marketing sphere has indeed gone a long way from traditional to digital marketing. But one thing that hasn’t changed is that content remains to be king when marketing. A well-constructed website and the right SEO applications would be useless if the business churns out ‘fluff content’ that is of no use to its customers.
Business leaders should keep in mind that having high-quality content makes your business unbeatable in the face of automation and digital technology.
How can business owners make sure to produce high-quality content that is constantly relevant for their customers? The easiest way is to hire a freelancer or an in-house writer that can produce relevant content for the business.
What’s important is that the business understands what their customers want to read about on its website and then ensure the website content remains relevant for customers.
Consider using Google AdWords
A Google AdWords campaign is probably one of the most expensive marketing options available across industries. But if done correctly, this can actually propel the business towards greater visibility especially on the Internet.
Google AdWords basically improves the search engine rankings of the business’ website, making it easier for the business to reach a wider potential customer base. It puts the business site on top of search engine results and increases the probability of a user clicking on the site, as opposed to having lower search rankings.
There are a lot of marketing strategies, but the key is to always find what strategy would best work for the business’ specifications.
Business owners shouldn’t be afraid of taking the risk of using trial-and-error in applying marketing strategies as this is the only way for them to yield satisfactory marketing results in the long run.