We all know that marketing helps to bring your brand to life, but how can it be done productively and effectively? In this short guide, we’ll be breaking down some of the fundamental basics of how you can advertise your small business to maximise your returns and set yourself up for success.
Know your Audience
One of the first important aspects of marketing that business owners should consider is who they are trying to sell to. To find your ideal audience, dial in on their demographic information, such as their age, income, occupational title, location, as well as their psychographic details, which encompasses the attitudes, beliefs, desires and goals of your customers. The main reason as to why business owners should always be clear about who they are trying to reach is because it can improve the effectiveness of the marketing process, not only in the language, design, or words in the ad itself, but also in selecting the best platform. Having a clear and detailed vision or representation of your target audience can allow you to pinpoint which channels are going to deliver the highest likelihood of success for your marketing campaigns.
Choose the Best Platform
Choosing the correct online and offline channels to market your business is also by far another vital aspect in any successful advertising strategy. After all, it wouldn’t make any sense to lean towards a platform that none of your customers would be active on. It’s a well-known fact that certain platforms tailor towards certain age demographics, so be sure to choose the most suitable online channel to effectively reach your desired audience. For offline channels, such as newspapers, magazines, radio, TV, billboards, or even local events, make sure to understand who their readership, listeners, or general audience are, and what time of day would be best to hit your ideal target demographic. That way, you’ll be at a higher chance of getting your core message at the forefront of the right people.
Publish Meaningful Content
Deciding what content you are going to include in your marketing is just as paramount as who you are trying to reach. If you’re just getting started with advertising, whether online or offline, your main goal should be to be as clear and compelling as possible. To succeed, consider prioritizing clarity over creativity while starting out – putting out ads that are irrelevant or unappealing to your target market will only deter customers from taking action. By providing a simple yet effective message about your brand, potential customers can be better informed of the benefits that your business can provide to their life. From there, you can offer a concise call to action that can direct your customers in the right direction for what to do next.
Video and written content can be extremely valuable in the promotion of your business. Think blog posts, instructional videos, or even engaging infographics as powerful tools – they’re easy to digest and your customers may even be willing to share them with others. Don’t neglect publishing content on social media either! By utilizing social media, you can both build your brand’s image and share ideas with the world. Don’t be afraid to recycle content, too – webinars can easily be transformed into video tutorials, while several blog posts can be transformed into an insightful ebook.
Be Specific
When it comes to marketing, many business owners jump into the process by overcrowding their campaigns with the hope that they will see immediate success. For the best results, it’s crucial to ensure that your marketing campaigns are focused on one key product or service with one key call to action at the end. This is because attempting to cram everything that your brand has to offer will most likely only cause confusion to potential customers and divert their attention away from a product or service that could be specifically useful to them.
Establish a Customer Referral Program
Even in today’s digital age, word-of-mouth still holds a significant amount of power as a marketing tool. Offering existing customers the likes of free products, a free week of service, or another type of reward for referring their family and friends to your business can be an extremely valuable way to get your brand out to both local and far-reaching audiences.
Similarly, holding online competitions can enable your business to generate an increase in new potential leads that can often be well worth the price of the prize. Depending on your industry, you don’t need to offer a costly prize to get participants, and it certainly doesn’t have to break the bank. However, once your business grows and you begin to see higher profits, you can introduce increasingly valuable prizes to gather more participants, and in turn, a higher level of potential leads.
Purchase Custom Promotional Materials
Purchasing innovative custom promotional materials can leave customers with a long lasting positive first impression of your brand. Alongside keeping your brand’s image alive, custom promotional materials can help to establish a competitive edge. Choose practical products such as custom car air fresheners, wristbands, custom wallets or functional multi-tools that your customers can carry with them. Remember to choose products that can amplify your brand’s core message and best suit your industry; for example, a fitness brand could benefit from distributing water bottles to influence their customers to lead healthier lifestyles and buy their products.
Purchase Business Cards
While some may view business cards as an ineffective or even obsolete promotional tool, they can still be an integral component in marketing your business. Business cards are a quick and easy way for people to remember your brand, and are an ideal solution for potential customers who tend not to use technology. On top of this, they’re always accessible and you won’t need to worry about technical glitches, such as sending an email to a prospective customer during an internet outage. You can even exchange them in situations that are remote or without internet, such as during flights. Above all, the face-to-face nature of handing out business cards can act as a smart networking tool to forge purposeful relationships and increase sales.
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