How to Develop a Marketing Strategy for a Small Business provides a step-by-step approach that will help small business owners develop a clear, effective marketing strategy. The book will take readers from the basics of defining a business’s marketing needs and creating a plan, through the development of detailed tactics and activities, to the tracking and evaluation of overall effectiveness.
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Two million small to medium sized businesses advertise on Facebook; it’s an inexpensive and effective way to market to virtually any audience.
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Facebook ads excel at advanced targeting. They allow you to target a specific audience based on location, interests, age, sex, online behavior, and many other factors.
Creating Facebook ads is very easy. You just need a solid headline, a bit of descriptive copy, one image, and a link.
Promote your app icon here as well.
The Facebook Ads Manager also makes it fairly simple to run and test multiple ad sets, allowing you to hone in on a winning formula and reach profitability without needing advanced technical expertise.
That said, many new users have a lot of difficulty succeeding with their initial campaigns. It takes some persistence, but on the plus side, Facebook’s popularity has produced numerous 3rd party tools that can help you succeed.
If you decide that Facebook is the right channel for you, I’d recommend using a tool like AdEspresso to run your campaigns and speed up your journey to positive ROI.
If you run a business that has a strong visual component, it might be worth trying out Instagram Ads instead. As a subsidiary of Facebook, Instagram Ads benefit from the same data base and targeting options, while allowing you to connect with an audience that is better primed for visual sales.
Establish A Brand
For a small business’s customers and potential customers to know what their company is, does and stands for, they need to have a clear brand identity. Once they have decided on their company’s identity they need to match it with a suitable name, logo, colors and imagery that conveys their brand to customers.
Small businesses owners might decide to establish a brand look with the help of a freelancer or by collaborating with an established agency. This process can be costly but in the end, it is worth it. Think about the recognition of established brands like McDonald’s or Starbucks and how that recognition is tied to their brands, logos and colors.
Once a company has their logo, they should put it on everything: advertising, business cards, website, envelopes and email signatures.
Know your audience.
A key mistake is thinking that “anyone” is your buyer. Larger companies may be able to appeal to a wide market, but they say, “the riches are in the niches” for a reason. A niche is where you’ll have the most leverage as a small business. And to develop a niche and appeal to buyers within the niche, you must understand their pains, problems, triggering events, and priorities.
What is pushing them to make a purchasing decision? What does it look like if they succeed? Knowing these things will help you craft messaging that resonates and makes a compelling case for your solution.
Start by thinking about your existing customers and who you’d like to work with. Then, create a buyer persona to start the process of getting into the head of your ideal client.
Google My Business
Ranking your Google My Business (GMB) listing is one of the most powerful things you can do for your business.
In fact, if you run a local business targeting local clients, I would dare to say it is THE most powerful strategy available to you.
For example, if someone searches for a “Portland contractor”, this is what they see:
What you are seeing here is one paid ad, followed by THREE Google My Business listings before we even see the normal organic search results. If you can rank your GMB listing in these top 3, you can pull in large numbers of highly qualified leads day in and day out without needing to spend a dime on ads.
Google My Business combines all your different Google platforms into one central place, which includes your Google+ profile, Google Maps profile, your Google reviews, access to data on Google Analytics and Google Insights, and more.
If you have a unique brand name, you can even get a large display like this to show when people search for that name:
GMB immediately gives your business credibility and visibility, and as I said before, if you run a local business, it should be #1 on your priority list.
And best of all, ranking your GMB listing is really not that hard. It simply requires you to optimize your profile and then collect reviews and citations.
Stay focused on singular goals and objectives.
If you’re exploring the world of marketing, you may have noticed that there are a gazillion directions you can go in. It’s tempting to do it all at once and craft a complicated machine in hopes that you covered all your bases, and it’s easy to take on too much.
Instead, identify where the biggest impact will be. Where is the biggest blind spot in your marketing that’s prohibiting your growth? Set a performance goal around that one key area and focus your resources on the activities and tactics that will achieve that one performance goal. You can expand your efforts or pivot to other initiatives when you’ve made more progress toward that singular goal.
Email marketing is the cornerstone of digital marketing.
Most of the people who visit your site will not buy from you immediately. Capturing contact info for additional marketing and “lead nurturing” is the best way to sell in 2016, and email remains the highest converting channel for interacting with leads.
Email marketing funnels begin with a “lead magnet”. This is something compelling you offer your website visitors in exchange for their email address. Possible options include a free digital download, a free service trial, a “seat” at a webinar, site membership, a coupon, etc.
Here’s an example from HubSpot:
HubSpot offers a reliable and feature-packed email marketing tool that’s suited for growing businesses — for free. The tool allows you to create professional marketing emails that engage and grow your audience. You can start from scratch, with the easy drag-and-drop email builder, or use one of the goal-based templates available.
Other benefits of email marketing include:
- Low cost
- Global reach
- Easy to automate
- Easy to segment
- Immediate communication
- Easy to setup and run
- Easy to track and optimize
There are a lot of marketing channels that are hard. As you may have noticed from the above list, email marketing is one of the few that can be described as “easy”.
Whether you are starting your own business, or working for an existing one, you will need to know how to develop a marketing strategy that can turn your company into a successful venture.