Must Do Marketing Strategies. for Busy Small to Mid-Sized Business Owners

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Calvin O’Neal’
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1 5 Must Do Marketing Strategies for Busy Small to Mid-Sized Business Owners

Page 1 Marketing is often the first tactic that comes to

t have the resources to invest in expensive marketing

Still, cost-effective and integrated marketing though

2 Page 1 Marketing is often the first tactic that comes to mind when considering how to attract new customers and keep loyal ones satisfied. However, many small and mid-size business owners simply don t have the resources to invest in expensive marketing strategies. Still, cost-effective and integrated marketing though sometimes a challenge isn t impossible. Done the right way, these five marketing strategies will save you time and money, while helping your business grow.

Page 2 Your Website A website is the most critical marketing tool for just about every business. It s where prospects go to gain valuable insights about your business.

Businesses must develop lead generation websites that encourage and track conversions.

3 Page 2 Your Website A website is the most critical marketing tool for just about every business. It s where prospects go to gain valuable insights about your business. That can be a good thing for a business with a standout website. It also spells disaster for a business with an outdated, inadequate site. 1 A polished website with great content one that defines your brand and persuades people to buy your service or product is an invaluable asset. A truly effective website speaks to your target audience and helps convert them into customers or clients. Most importantly, it has a clear call to action to help customers move forward. Businesses must develop lead generation websites that encourage and track conversions. Today s websites need to also be fully responsive, meaning they adapt to the device the user is viewing them on (whether it s a smartphone, tablet or PC). Mobile searches are increasingly on the rise. According to statcounter.com, more than onethird of all web searches worldwide are done on mobile devices. Plus, based on an April 2015 Google algorithm change, websites with mobile configuration errors will be penalized in mobile search results. That could lead to a lower ranking for your website. It s imperative your site not only looks nice but also plays well with Google. Website Tip: Create a site that uses an easy-to-change CMS, like WordPress or Joomla.

Page 3 Social media is a proven marketing tool that is sometimes overlooked by small business owners. Social media enables consumers to directly communicate with businesses.

As social media channels evolve, it s critical to have a plan in place on how you re going to use each channel.

4 Page 3 Social media is a proven marketing tool that is sometimes overlooked by small business owners. Social media enables consumers to directly communicate with businesses. Since social media channels are part of the daily lives of so many people, having a strong presence on these channels allows you to effectively reach your audience in a way never possible before. As social media channels evolve, it s critical to have a plan in place on how you re going to use each channel. For example, create a monthly editorial calendar and schedule a lot of your posts in advance to help ensure that content is updated regularly. Be sure to interact with people who comment on your posts a business should appear human on social media. 2 Social media is also one of the most cost effective ways to market your business and promote what you have to offer. Plus, it provides a platform for valued customers to be evangelists for your brand. Let s say you re a restaurant owner. What better way to promote your restaurant than by having a happy customer post on your Facebook page a photo and thank you for a wonderful event they experienced at your location? Social Media Tip: Utilize a program that schedules posts across multiple platforms, like Hootsuite. Social media advertising is yet another way to attract new customers and reach target audiences. For example, with Facebook you can create ads that reach a target demographic in a given geographic area. Are you a children s furniture store in Akron, Ohio, looking to target young mothers? You can do that with the right social advertising campaign on Facebook. Try out different social media strategies and ad campaigns to see what works best for your business.

Page 4 Email marketing Email marketing is more cost effective than traditional postal direct mail and allows you to gather data in real time.

subscriber lists. Once you have compiled your email list, it s time to work on your message for the email campaign.

5 Page 4 marketing marketing is more cost effective than traditional postal direct mail and allows you to gather data in real time. To successfully leverage marketing as an ongoing promotional strategy, have a plan in place to collect addresses from your current and future customers in order to populate your subscriber lists. Once you have compiled your list, it s time to work on your message for the campaign. If your goal is to sell, market or introduce your brand or product, focus your content around what makes this worth a response from individuals. Create stimulating copy that makes them want to check out and click on links in your to learn more about your business. Also, if this is your first campaign, start by introducing your company to create brand recognition and establish your company voice. Remember, marketing is an ongoing dialogue with customers and prospects. You need to have a series of s marketing is a not a one-time thing. The s need to tell a story or reinforce your brand or product s value proposition Million s are sent every minute. Source: Inc.

6 4Page 5 Printed Marketing Materials can be a bit more expensive than some of the other marketing strategies we ve discussed. However, physical marketing materials brochures, flyers, business cards do have staying power and can have a lasting visual impact. Because people receive so many s on a daily basis, it s easy for yours to get lost in the shuffle. With a business card or a brochure, you have the ability to make a lasting impression and literally leave something in the hands of your potential customers. Take direct mailers, for example. An International Communications Research survey found that 73% of consumers actually prefer mail compared to other advertising methods. Printed materials are also relatively easy to produce with today s technology and can be created by even amateur graphic designers. This means that your marketing budget can focus on other ventures. Though your copy is limited on a business card, you can create intrigue and interest about your business and what you have to offer. Printed materials can work on many levels for a wide range of businesses, even if there is a bit of an upfront cost with the actual printing of the materials. You can often save money by having items produced in bulk. Print brochures are a company s silent salesperson -Inc.

Page 6 Public Relations Newspaper circulation may be on the decline, but people continue to consume local news in a variety of ways some still through traditional newspapers, others through local

Craft a powerful, brief pitch, and use it as something to share with target reporters and editors to sell your story as something that could be published.

Consider leveraging a wire distribution service like PR Web to get the news out to the public at a relatively low cost.

it to attract media. Having said that, some business owners have been successful functioning as their own publicists.

7 Page 6 Public Relations Newspaper circulation may be on the decline, but people continue to consume local news in a variety of ways some still through traditional newspapers, others through local television and online news channels. If you re a small business owner with a compelling story, by all means share it. Craft a powerful, brief pitch, and use it as something to share with target reporters and editors to sell your story as something that could be published. If you have a milestone or announcement to share for example, you ve brought on a Chief Marketing Officer go ahead and craft a press release about that. Consider leveraging a wire distribution service like PR Web to get the news out to the public at a relatively low cost. It isn t easy for many people to do public relations for themselves often, business owners find it beneficial to have an outside expert come in and assess what is relevant news and how to best spin it to attract media. Having said that, some business owners have been successful functioning as their own publicists. 5 The key is to stick to the story and research the reporters and producers you re pitching. Learn about what kinds of stories they write and identify how you or your company could fit in. The biggest mistake people make in public relations: they box themselves into a corner with a pitch and fail to tailor the message to the people they re hoping will tell their story. Remember, in public relations the journalist can be your biggest advocate. Work with and respect a journalist and you may find your business featured in his or her next article. PR Tip: Keep your pitch concise nothing more than 200 words.

These marketing ideas can help reflect how you can make a big impact within your

8 Page 7 All of the methods we ve discussed will help provide small to medium-size business owners the ability to be more competitive in their markets. These marketing ideas can help reflect how you can make a big impact within your budget and timeframe, while still getting your audience to notice your business. Let s get started!

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