Business owners ask me all the time what sort of marketing should they be doing? Unfortunately there's no one right answer. Every business is a little different. However we do have a go-to list of digital marketing strategies that we've used to generate huge results for clients again and again. To find out my top marketing strategies for small business owners keep watching.
Hi, I'm Tom Malesic, founder and president of EZMarketing, and you're watching AskEZ. This is where small business owners go to get real answers to their marketing questions.
1. Know your customer
Before you start doing any kind of marketing, you need to know who your customer is and how you can help them.
Every business owner can tell me WHAT they do but you'd be surprised how few can explain WHO they do it for and WHY anyone should buy from them. Knowing who your customer is will help you narrow your focus so you don't waste your time and your money trying to market to everyone.
Knowing why someone should buy from you–in other words your USP–will help you differentiate your business and create effective marketing messaging.
2. Invest in a good website
If you only do one thing to market your business, get a good website. Your website is the center of all your marketing. It's absolutely the most important piece of any small business marketing strategy. If you don't have a website it's like you don't exist.
What makes a good website?
First get a professional design. Sure you could spend less for a do-it-yourself website. But don't make this mistake, if you think your website is ugly and you're embarrassed to show people, well that's a problem and you should seriously consider a redesign.
It shouldn't just look good. It should be well designed from a technical perspective too. This includes things like being well-optimized for Google search, being responsive (or mobile-friendly), and it should be ADA-compliant.
And of course it should make you money! Your website should be your #1 salesperson that's working around the clock to bring new leads into your business.
3. Do Search Engine Optimization (SEO)
But how do you get people to your website? You need to do Search Engine Optimization. Your customers are searching for your business online and if they can't find you, you're really missing out.
Many business owners either hesitate to get started with SEO because it's complicated, and they don't understand really how it works. Or they've tried it before and it just hasn't worked.
If you work with a reputable SEO company, SEO absolutely works. We can help you do things like optimize your web pages, set up your Google My Business listing, and write high-quality blog content that will help you rank higher in Google.
4. Social Media
We've found that social media is highly effective–it's not just for cat pictures and fun viral videos. While I recommend having a presence on social media you don't need to be active on every single platform.
Facebook is still the best option for most businesses simply because it's so large and it's paid platform is one of the cheapest and widest-reaching paid advertising you can get. But if you're a B2B business, spending time on Linkedin may be better for you.
5. Email Marketing
I think email marketing is an absolute no-brainer and nearly every small business should be doing it because it's one of the most cost-effective forms of marketing.
Whether you're sending out email newsletters, promotion, or educational content email's a great way to stay top of mind for customers at little to no cost. Just make sure you're sending out relevant email content that makes your customers excited to open your email and you should see a great return from email marketing.
If your customers are doing a lot of searching online and your SEO just isn't enough you should consider doing Google Ads.
I know Google Ads have a reputation for being more expensive and while they usually do require a bigger investment they're a great way to get fast results especially when you're working in tandem with other marketing strategies.
Geofencing is a type of mobile marketing that many businesses aren't familiar with. It involves putting a digital fence around a physical location to display ads to people based on where they've physically been.
While it's not for everyone, geofencing marketing is great for small businesses who have a physical location and want to drive foot traffic. Businesses like retailers, restaurants, and hospitality.
8. Track & Measure
And finally, always track and measure your marketing. If you're not tracking your marketing you won't know what's working and what's not.
Once you know which marketing efforts are generating your leads and your sales, you can do more of what's working and less of what's not–meaning you'll be able to invest your marketing dollars wisely.
Get Marketing Help
Regardless of what marketing strategies you choose remember there's no magic wand or secret formula. Marketing is an ongoing process of constantly learning and improving.
If you need help with your marketing but you're just not sure where to turn, join me for Free Marketing Fridays. This is a Zoom call every Friday where you can log in, ask me questions, and get free advice. See you there!
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