Insights

Basic Strategies for Small Business Marketing

January 20, 2021
Basic Strategies for Small Business Marketing

Are you looking to ramp up your small business marketing? We've got you covered!

We all know that a successful marketing strategy will help drive sales. However, marketing is often one of the lowest priorities in the budget of a small business.  In large, this is because it is seen as expensive and complicated.

While large and complex marketing initiatives may be outside the reach of your small business, you can take advantage of several small, inexpensive, and free alternatives. The only real cost is your time.

Boost your small business marketing by making use of the platforms available to you, and start growing your business!

1. Social Media

A social media presence for your small business is absolutely necessary. Especially while in the pandemic, we are all online more than ever before. Depending on your business, some social media platforms might be better than others. Make your digital presence known by making smart choices about where to market your products or services.

Selling products or merchandise? Instagram and Facebook are for you. On both platforms, you can create business profiles that offer you “Insights” that can tell you the types of followers you have, when they are most active on each platform, which content got the most interaction, and more.

Since Instagram focuses on visuals, this is the perfect platform to show off your merchandise, and have other people share your content as well. There are also simple ways to create promotions that show up on other people's feeds for a few dollars a day. Check out this guide from HubSpot on creating a business strategy for Instagram.

The appeal of Facebook is networking: it offers groups and pages, as well as ‘Facebook Marketplace'. These are great places to make connections and start advertising your products. Be sure to link back to your website or contact form. For more on this, check out Facebook's guide on how to grow your business.

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Do you offer professional services? LinkedIn, Facebook, and Twitter are likely more your speed. Much like Facebook, LinkedIn is meant to bring people together and connect those in similar industries. You can join groups, share updates, create job postings, receive customer feedback or support, and so on. Check out this guide from LinkedIn specifically for growing small businesses.

Twitter is perfect for responding to real-time news or events, keeping up with relevant ideas, and any other fast-paced, to-the-point updates and stories. Though you only get a limited amount of characters per post, Twitter also offers a ‘thread' feature, where you can elaborate on a single tweet. Have a look at Twitter's small business resource guide if you are new to the platform.

For each of these platforms, be sure to keep your content up to date and to try and get verified as a business. Consumers are more likely to trust you as a resource if you have that verification symbol. And if you're struggling with keeping consistent with your posts, consider social scheduling platforms resources like SproutSocial or Hootsuite.

Lastly, if you want to organize the links to your different profiles and websites, get a Linktree so that everything is in one place and easy to access. This will consolidate all your most important links into one list (as you see fit).

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2. Website

When was the last time you updated your website? Will visitors see the same content today that they saw six months ago? How dynamic is your site? Keeping a fresh website is imperative to your small business success. It lets your customers know that you are active and available for their questions, concerns, and general communication.

Depending on your target market and ability to add content to your website, you may want to consider blogging or creating a company news page. Just make sure you don’t start an initiative you are not committed to continue! A blog with one post every six months is probably worse than no blog at all.

Many low-cost marketing initiatives are geared toward driving traffic to your website. How do you know if they are working? Some website building services (like Wix, WordPress, or Squarespace) offer analytical tool add-ons. Otherwise, you can try Google Analytics to track visits to your website, allowing you to see how many visitors you get, where they come from, and what they look at on your site.

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3. Utilize CRM Data

Lastly, if you really want to make the most of your marketing strategy, utilize a CRM system so you can get consumer data. This can collect rich information on current and former prospects and customers. How can you take advantage of CRM data for marketing? The easiest way is to set up e-mail newsletters and announcements, so you can track clicks and engagements by consumers with your products. You can also make create free graphics in Canva and use platforms like MailChimp to curate email blasts.

If you are wary of employing too many platforms, remember the following:

  1. Stay fresh and up-to-date.
  2. Make sure people can contact you easily.
  3. Be clear about what you're advertising.

We hope this list of strategies helped spark some new marketing ideas. Good luck!

What's been your experience marketing your small business? Share in the comments below!

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