As a small business owner, you may wear many different hats. You’re the head of the company, which often means you might be in charge of things like bookkeeping and marketing. No matter what type of business you run, from a clothing boutique to a café, you can successfully market your business without putting a huge dent in your budget.
Determine Your Goals
The first item on your marketing agenda is to determine what you hope to gain from marketing, whether it’s a 20% increase in revenue or maximizing local exposure. Be specific about your end goals so you can work within your budget. Think about what needs your immediate attention as well as your most important long-term goals.
Focus on Fewer Social Channels
Some trends may make you feel like you have to be active on dozens of social media channels, but staying active on Facebook, LinkedIn, Pinterest, Twitter, Instagram, SnapChat, and more can get exhausting, not to mention increasingly difficult to determine efficacy. Instead, narrow down which services your customers are most likely to use and focus on those.
Assess your current social media channels and see where you’re getting the most feedback. For example, if you get constant retweets but your Instagram tags are limited, spend more time focused on your Twitter account.
If you’re running a small business in San Diego, more than likely you utilize email marketing as part of your overall marketing strategy. Emails provide a great opportunity to engage your customer base and send out sale and event information or perhaps a weekly newsletter. Test sending emails at different times with different subject lines and see what earns you more responses or click-throughs.
Don’t waste your time on unfocused emails—make sure that all of your messages are targeted. Spend time keeping track of data in response to each message you send, which includes open rates and click-through rates. Create personalized messages based on past activity.
One fantastic way to get exposure is through blogging. It gives you the platform to share your expertise, get creative, and share updates. There virtually no limits to what you can cover, including bragging points like major business milestones and awards. This is also a time where you can try to connect to your customers on a more personal level. While the quality of what you produce is most important, you should be producing a blog post at least once a week.
Small business doesn’t mean you have to think small. By focusing your attention towards your goals and what drives your customers, you can created a tailored marketing campaign that will improve your stats and lead to better conversions.