Marketing is important to businesses of all sizes, but it can literally prove the difference between success and failure for smaller organisations. An effective marketing strategy will help present the appropriate brand image for a company, which in turn helps converts browsers into customers.
In addition, successful marketing is no longer all about big budgets and expert teams. Even sole traders can market their company effectively, particularly if they follow these golden rules.
Image source: The Blue Diamond Gallery
Cast your net wide
Your customers don’t only consume one medium, so don’t limit your marketing efforts to just a handful of channels. Make sure you consider emails, online ads, social media, television, radio, newspapers, trade press, apps and anything else that is available to you. Certain media will suit specific audiences better than others, however, so be sure to tailor your marketing appropriately.
The importance of social
Social media has huge reach and can have a powerful impact. For businesses, it provides a way to connect with an audience in a more personal and engaging way. Content you put on social media can go viral in a matter of minutes, but it also provides a great way of delivering targeted ads. Facebook advertising, for example, gives you access to an audience of almost two billion people and you can use social media data to target specific groups with ease.
Every cloud has a silver lining
Cloud computing is perfect for small businesses as it uses subscription fees in place of prohibitive upfront costs. Cloud-based marketing software ranges from design tools to automation services, ensuring that there’s sure to be an IT solution to suit your needs.
Convert one-time sales into long-term customers
If you’re a small business, you can’t afford to let an interested customer slip through your fingers. If someone buys a product or service, send them a follow-up email thanking them for their purchase and offering them a discount on future buys. If you can, send them newsletters and promotions to keep your brand at the forefront of their thoughts.
Blog for business
A blog can be a great way of introducing some more subtle marketing into your organisation. Instead of directly asking your customers to spend their money, you create interesting content that they want to read. By making them think about current issues or problems that you can solve through your business, you push them towards a purchase without forcing the issue.
Seek out some press coverage
Creating a press release and sending it out to the local media is a great way of generating some extra exposure and the best thing is, it’s completely free. Try to craft a press release that is genuinely interesting, however, to avoid wasting your time.
Protect what you have
As part of your marketing efforts, you’ll generate a lot of useful data. This will concern customer details and also the effectiveness of your campaigns. Both of these are hugely valuable to your company, so make sure they are protected by strong cybersecurity protocols. If this data were to be lost, or stolen, it would hinder much more than just your marketing efforts.