Small businesses’ ultimate aim is to attract new customers. Any activity which furthers this aim can be considered marketing.
Effective small business marketing helps reach and build relationships with potential buyers through channels like websites, social media profiles or email campaigns. But which channels are most successful?
Online Marketing
Digital marketing is an integral component of success for small businesses looking to broaden their reach, increase brand recognition and track ROI. Digital strategies range from social media posts and SEO techniques through to paid search ads and email blasts; small business owners can utilize digital strategies for both B2B (business to business) clients as well as B2C (business to consumer) sales leads.
Small business owners looking to implement online marketing strategies must first conduct research on their audience and competitors – by exploring industry information online, calling competitors directly, or surveying customers directly.
Websites serve as the hub of all online marketing activities, from hosting blogs and showcasing business products and services, providing contact info, generating leads via call-to-action buttons or clickable ads, improving search engine optimization (SEO), building credibility with consumers by including relevant social media profiles as part of websites and creating clear connections between brands and consumers.
Traditional Marketing
Traditional marketing refers to any form of promotion using offline media such as billboards, flyers and direct mail; radio or television ads may also fall within this umbrella term.
Traditional marketing can be an excellent way to reach a local audience and build trust and credibility with potential customers. Furthermore, traditional advertising can help small businesses raise brand recognition and generate leads – though be aware that traditional methods may be costly and ineffective for every business.
Start-ups on a tight budget can still benefit from traditional marketing, by investing in local newspaper ads or limited telemarketing. By integrating both digital and traditional forms of promotion into their strategy, small businesses can increase reach and engagement for maximum effectiveness.
Social Media Marketing
An effective social media presence has become an indispensable asset for small businesses. Social media allows your brand to humanize itself while driving traffic back to your website and generating leads and sales. Plus, responding directly to customer questions or comments shows them you care about their experience and will take steps to resolve any problems with swiftness.
Social media marketing is an affordable way to expand your online visibility and build trust with your audience. However, to maximize success it’s essential that you measure and track success using key metrics such as followership engagement traffic as well as what content resonates best with your target market.
To measure social media marketing success, it’s helpful to set SMART goals. These should be specific, measurable, attainable, relevant and time-based – for instance increasing Instagram followers or engagement rates by 25% within six months would make an effective goal.
Content Marketing
Content marketing refers to the practice of producing written and visual material intended to attract leads and turn them into customers, such as blogs posts, social media updates, infographics or videos.
Content marketing often employs innovative and entertaining formats like viral videos to reach its intended audiences. Glossier was one company who successfully leveraged this technique, using one featuring parodied popular culture videos that went viral to build their brand story and increase customer base.
Once a prospect becomes aware of your product, content marketing allows you to convert them into leads by providing educational material that addresses their issues and concerns. This middle-of-funnel (MOFU) content can help distinguish your business from competitors through case studies, webinars and white papers – these formats often represent middle-of-funnel content (MOFU). While MOFU content may not directly result in sales conversions, its role is nevertheless critical in building trust among prospects while positioning yourself as an expert in your field.
