5 Things to Consider When Marketing Your Small Business
It may not be something you’ve considered or spent a long time thinking about but marketing your business is a complex process.
For small businesses, marketing is crucial and often becomes the task of small business owners if they cannot justify the costs of a professional marketeer.
There’s a perception of those who are outside of the industry who think it’s a case of setting up a Facebook page, posting cat memes and ploughing as much cash as possible into Google Adwords or Bing Ads.
This is definitely not the case and is a surefire way to blow your budget so here’s five things to consider when marketing your small business.
1) Define Your Objectives.
What are you hoping to achieve? Is it exposure, brand awareness, generating sales/leads or building an audience on social?
Before you take action, spend some time and think about what it is you are aiming for. It’s important to set clear and concise objectives before putting your plan into action. It’s fine to want to achieve multiple objectives but you’ll need to plan actions for each of these.
2) Narrow Down Your Audience
Who are you targeting? Do you have a good understanding of your target demographic?
If you want to keep costs low and increase the effectiveness of your marketing plan, you need to get your message in front of the right people.
Who converts best for you? Look at age range, interests, gender, location. Whilst some businesses are moving away from gender targeting, it’s still a valid method and may be more relevant to your product/services than others.
For example, if you sell men’s shoes, you’ll likely want to sell the look/feel and experience to men, but promote the shoes as an ideal gift to a female audience. Whilst this isn’t foolproof, statistically, most women buying men’s shoes are buying them for a male partner/family member/friend.
3) Find The Relevant Time and Platform
Once you’ve defined your audience, find out what platforms they use and when they use it.
There’s no use advertising your mortgage advice service on TikTok as their audience is primarily teens and as the average first time buyer age is increasing your chance of reaching those likely to engage with your brand is lower.
Time is also crucial. If you’re posting something on social when most of your audience are asleep, busy at work/school or otherwise engaged, your post will be lost in the activity stream. There’s a lot of research out there on when people use specific platforms so read up and plan accordingly!
4) Play The Long Game
An immediate increase in sales or followers is great but think about the long term when communicating with your audience. Look to create meaningful interactions to help develop longer lasting relationships and repeat business.
People are more aware than ever when they are being sold to so make sure to offer value to your potential customers too. For example, if you sell shoes offer tips on what to wear, the latest fashion trends and how people can keep shoes in tip top condition.
5) Review and Renew
See each campaign, interaction or engagement as an opportunity to learn. By looking at the results you can see what worked and what didn’t. Analyze your results, make improvements and repeat the campaign with your changes.
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