Being a small business owner is TOUGH, ladies! You’ve got to be everything to everyone at all times. Hustle and hustle and then hustle some more…
That’s exactly why our friends at Adbot have crafted 10 marketing strategies to help your small business get the word out!
1. Define Your Value
Oftentimes business owners want to go straight into advertising, rather than first identifying and understanding what their value is. Without knowing this, you run the risk of marketing “just another product”. Take the time to interrogate what your USP (unique selling propositions), as well as how you differ from your competitors, and then drive that message home.
You need to make sure your website is optimised for search engines. If a customer can’t find you on Google, consider yourself invisible. Creating content for your website that talks to the things your customers are searching for (AKA your keywords) will greatly contribute to your SEO ranking. Tagging images correctly is also important, such as having accurate meta descriptions. Remember to set up your Google My Business Listing and have all social media channels set up with the correct names across all your channels.
3. Email Marketing
This one can be a bit tricky because it isn’t easy to build a database of email addresses. Done right, however, email can be a powerful tool for any size business. Not only does it allow you to build a personal relationship with your customers, you can also create consistent branding through designer newsletters and other mailers. Use tools like Mailchimp to send bulk emailers, as well as to segment your database according to how far along your potential customers are in your marketing funnel.
4. Social Media
Social media is a powerful tool. You won’t always go viral but consistency is key! Remember, we have already mentioned how important posting on social media is for SEO, but it’s also a great way to build awareness and talk about your brand, industry, products and services. People spend an average of 3 hours per day on social media, and South Africans are spending an average of 10 hours per day on the internet. This is a great place to capture their attention!
5. Run PPC (Paid Search and Display) Advertising
Pay-Per-Click advertising is the auction-based style of online advertising where you only pay if someone clicks on your advert. The downside of PPC is that setting up and managing campaigns on a channel like Google Ads can be tricky, and time-consuming, and often you can burn through money if you get it wrong. Adbot is an automation tool that does the entire Google Ads management and optimisation for you, with you only having to pop on a couple of times per week to help your bot learn and to edit your ads.
6. Get Those Reviews
Ask customers to review your business on Tripadvisor; Airbnb; Google My Business; Local Directories; Bing – whichever review site might be relevant for your business. Set up a page and ask customers to give you feedback!
7. Word Of Mouth
Never underestimate word of mouth. Encouraging talk around your business is important. Whether it’s online or offline, word-of-mouth recommendations are a great way to drive more business. Some fun things you can do to drive word-of-mouth conversations is to create spaces in your store or business environment that would prompt people to take pictures or to run a competition that encourages people to share a photo of your product.
8. Content Marketing
Did you know that content comes in all shapes and sizes? You may be familiar with the video and photo content you consume on social media, but there are many other forms of content you can explore. A good example of this is white papers, blogs, and ebooks. If video is your media of choice, try Livestreaming or hosting Zoom webinars. Really, there are MULTIPLE types and styles of content, and you just have to figure out which content you want to put energy behind creating and then determine where that content will live.
Running a business can often make you feel like you need to do it all on your own when in reality the opposite is quite true! Find local businesses that have synergy with your business and work together. For example, a local bakery could work with another local chocolate maker to build excitement for a limited edition one-off product. The same principle can be applied to clothes shops working with another local designer or celebrity to bring out a limited edition clothing range.
10. Stick To What Works
Is Instagram the biggest driver of customers for you? Or perhaps it’s your website? Has Google Ads driven the most calls to your phone or visits to your site? Look at the data; chat to your customers about how they found you, figure out which of your activities are working best and keep hammering on that door.
Remember ladies, if you start today you’ll progress much further a year down the line than if you get caught up with perfect everything first. In the hustle economy, action is the name of the game!