Small Business Marketing 101
No matter how brilliant your business idea, if people don’t know about it, you’re going to struggle to get any customers. Problem is, getting started with marketing for small business owners isn’t so easy.
Understandably, your focus will probably be elsewhere, like managing operations or keeping an eye on finances, leaving you little time to build a website or post on Instagram. And even when you do get a chance to look into your marketing, you can quickly become overwhelmed and confused by the different ways to get the word out about your business.
But here’s the thing: successful marketing doesn’t actually require a marketing degree, nor any experience in the field. This blog will walk you through how to get started with marketing, as well as explain the different marketing channels you should consider.
If you’re ready to launch your business but haven’t gotten your head around marketing just yet, sign up to Launch You. It’s world-class training programme will coach you through every stage of preparing, launching, and scaling a business, including how to market a small business.
What you should do before you start marketing your small business
Understand your target audience
First, figure out who your ideal customers are. Creating audience personas is a great way to determine who you’re trying to reach, where you can reach them, and the kind of messaging that will appeal to them.
Building one is simple – all you need to know are some of the traits shared by your target customers like their location, interests, budget, motivations, and challenges.
Pinpoint the marketing channels you need to use to engage them
A marketing channel is the type of medium you use to advertise your company like social media, blogs, advertising, emails, and search engine optimisation (SEO).
The channels you use will depend on your business, the channels your target audience uses, and what your competitors are leveraging. We’ll go through the different marketing channels you should consider later in this blog.
“Marketing can be quite intimidating these days with so many online tools and technologies to get to grips with. I always recommend starting small, like with one or two channels. Then, when you start to see results and really nail down effective marketing there, you can use your new knowledge to try out something new.” – Zac Hemming
Start creating content
Once you’ve determined your messaging and how you want to put it out, it’s time to start publishing some content. When you finally get round to making some blogs live or sending out a few tweets, make sure you’re using analytics to measure how effective the marketing is, like what kind of content gets the most views or scores the most conversions.
Now you’re ready to start marketing your business, let’s explore some of the ways you can do just that.
The best marketing channels for small business owners
1. Content marketing
Content marketing is the creation and sharing of content online, such as blogs, white papers, social media posts, and website content. So, when people do land on your website or click on your social media page, it gives them information about what your business does and (hopefully) converts them into customers.
Make sure your content is high-quality, relevant, and optimised for SEO to get as many people reading and engaging with your content as possible.
2. Social media marketing
In case it wasn’t obvious, this is when you share content via social media platforms like Facebook, Twitter, and Instagram. The kinds of content businesses usually share include company updates, links to their latest blogs, and pictures and videos related to their work. That being said, what you post will vary depending on the platform.
A strong social media presence can boost website traffic, engage potential customers, and give you the opportunity to advertise.
3. Email marketing
Given how much time we all spend checking our emails every day, sending your customers personalised emails announcing sales and discounts, introducing new products, and explaining company updates is a very effective marketing channel. All you need is an email list and you’re good to go!
This cost-effective method even allows you to track how people interact with your emails,
like how many people opened them or clicked links.
4. Pay-per-click advertising
Also known as PPC, this is when businesses pay to have their website appear at the top of a search engine results pages when someone looks up a specific word or phrase.
PPC might be a bit complex for novice marketers, and sure, it does take time to set up and manage a Google AdWords account. But it is highly effective, produces fast results, and enables you to target customers.
5. Display advertising
This is a type of graphic advertising that appears on websites. Display advertising is a great way to raise brand awareness, give your brand a visual identity, and target customers.
Feel free to get creative, here, too – you’ve got graphics, videos, animations, and text-based ads to play with.
Become a marketing pro today with Launch You
Launch You is a platform that gives entrepreneurs the tools, training, and community they need to prepare, launch, and scale an online business. Click here to find out more about Launch You.
“One of the hardest parts of being an entrepreneur is that you have to become an expert in so many different areas like sales, finance, and management. Launch You can quickly bring you up to speed so you can easily launch and manage your business.” – Zac Hemming