If you run a small business, you probably lack the resources needed for a marketing department. And that is totally understandable.
We have good news; marketing does not have to be expensive.
Luckily, in this modern digital age, there are quite a few free and low-cost options for any business on a budget. However, you first need to know how today’s digital marketing and social media platforms work!
Regardless whether you sell products or services, with a physical location like shop, showroom or office, you want people to find you. Just think about how you try to find products and services in your area? You Google it! (yes, it is a word. 😊) And then you decide where to go to based on a few factors, but it is usually the business’ website you check out first.
According to Moz, the first page of Google captures 71% of search traffic clicks and has been reported to be as high as 92% in recent years. Second-page results are far from a close second coming in at below 6% of all website clicks. So, search engine rankings are more important for your branding than ever.
1. The power of Google for branding
Google My Business is an important and most importantly free first step that you should include in your marketing mix. Claiming your business online with Google lets you adjust how your business appears in search rankings and on Google maps. You can also include your opening hours, location, photos, or customer reviews. One reason this step is crucial is because 50 % of consumers who conduct a local search on their phone end up visiting a store within 24 hours. 34 % who search on their computer or tablet do the same.
2. Content marketing and branding
We cannot stress enough the importance of content marketing. Content marketing is not just social media. It is everything you publish on your website, what message flyers and printed marketing materials send, apps, blog and emails etc. It is a very powerful way of sending key messages and position you and your brand as a professional in your field. If done right, it allows people to find you easier through search engine rankings and social media websites.
It is important however to know how to write quality content, so it gets picked up by search engines and increases your website traffic. The key here is the frequency and the mix of content. From text and graphics to slide shows and videos, you can try and measure your content and see what works best for your brand’s audience. If you need help with your content, we can certainly help!
3. Leverage email marketing
Sometimes the power of Email marketing is underestimated. And while your open rates might not be 50% all the time, email marketing can still have a massive impact on branding, especially on brand awareness. Email marketing can be used not only to strengthen your relationship with customers, but it also helps bring in new ones and spread brand awareness. There are a few important things to remember here: content (yes, content again!), frequency, and ensuring your database is up to date. Just like with other marketing activities, testing and measuring is the only way to determine what works and what you need to tweak.
4. Test and measure
Try out the methods I described above. The 3 key things you need to remember are:
PLAN AND PLAN. AND PLAN.
Random and reactive marketing activities will not bring you the return on investment you are after. Planning however is a very powerful way of consistently building your brand. Plus, if you are time poor, it is the only way to go as it will actually save you time!
TEST AND MEASURE.
Testing and measuring is the only way to get feedback and see how your audience reacts. Whether they like what you do, and what type of content they like the most.
Success does not come overnight. However, if done right, your time and efforts will pay off, and you will see an increase in your leads, followers, likes, and eventually number of customers.
Does it all sound way to overwhelming? Contact us, and work with us! We will guide you through the process so you can focus on your business more.
So, are you ready?