Everyone knows marketing is essential for businesses, especially small businesses. Without the help of media exposure that larger firms experience, it can be difficult to spread the word about your business and your service. Also, it often seems that the price you pay isn’t worth the benefits you receive. Furthermore, marketing is a constantly evolving sector of the business world, making it hard to keep up with competitors. What every small business needs is an affordable way to stay relevant in their communities. Below, I will outline three ways you can spread the word about your business without breaking the bank.
This is an obvious one. As a matter of fact, most if not all of you reading this now probably implement social media as a marketing channel. But aside from the bare minimum of occasional Facebook posts, how can you use social media to market your business?
- Ask for feedback: Facebook, Twitter, and Instagram all serve as direct lines of communication between you and your customers. Why not take advantage of that to see what they think? A simple “how are we doing?”-type question on one of these platforms lets customers know you’re interested in their opinions, and want to improve their experience as much as possible.
- Utilize hashtags: Hashtags help your posts show up in searches on social media sites and in Google. They are especially useful for Twitter and Instagram. Try to use phrases that are commonly searched. These can also be used to start a conversation about your business, or involving your business.
- Content, content, content: Jeffrey Hayzlett, former CMO at Kodak, writes in a 2016 article for Fortune that “Developing quality content should be the rule, not the exception, regardless of industry.” For small businesses, this means pictures and videos of your business, customer testimonials, blogging, and above all a consistent online presence. Being active, active, on social media is the easiest way to reach customers of all types in 2017.
In a 2015 article for Entrepreneur, Kabbage CMO Victoria Treyger advises making email a “heavy hitter.” “Not only is it effective,” she says, “it’s also desired. In study after study, consumers regularly say that email is their preferred channel for brand communications.” Emails can be used to inform customers of upcoming sales, new items in stock, or new plans for the businesses future. All of these things help keep your customers engaged.
When emailing customers, make sure your message is clear and concise. Just because people like email marketing doesn’t mean they want to read an essay. Make sure the design is clean, and add something interactive, such as a website or Facebook link. If you are promoting a deal on your website, something like an “Order Now” button would be appropriate.
Consider utilizing a marketing platform such as Campaigner for this tactic. These services are very affordable, and help you design email templates, automate the process, and maximize the effectiveness of your email campaigns. Considering the already heavy burden on small business owners, services such as these can add a lot of value to your marketing.
Texting is a fast and easy way to reach customers, especially those in their teens and early twenties. In some cases, it can be even more effective than email marketing. Texts are easier to open, and take less time to read, making them an ideal marketing channel for young consumers.
A brief note before I can go on: spam texting can cause problems with the FCC. Minda Zetlin, in an article for Inc.com, advises business owners to “make sure customers really do want your texts – and you can prove it.” In other words, make sure you have a record of customers who have opted to receive your marketing texts.
One of the biggest keys to successful text message marketing is to offer something of immediate value. KeySplash Creative CEO Susan Gunelius, in a 2012 article for Entrepreneur, advises that since “text messaging is an instantaneous medium, you should include real-time offers. Whether you’re providing information about a sale or a new product, the message should describe the benefits of acting now.” Gunelius also advises users to identify themselves when communicating with customers, to avoid “the spam treatment.”
Remember, marketing your business doesn’t mean you have to break the bank. There are plenty of ways to affordably communicate with consumers. Oftentimes, these are just as effective, even more effective, than other traditional marketing channels, such as radio or print ads. The tactics outlined above would mean more work for the owner, but would go a long way in freeing up capital to compensate employees, expand your business, or improve your products.
For further reading: