As a small business owner, it’s easy to become overwhelmed when you compare your marketing strategy to powerhouse brands with enormous resources at their disposal.
Spring-Clean Your Data
Actually, You Know What? Clean It Every Season! A marketing campaign rooted in data-driven processes depends heavily on the accuracy of the data you feed into it. Neglecting to clean out stale information from your database could result in spending your precious marketing budget on reaching out to the wrong people in the wrong way. Inaccurate data points lead to bad marketing decisions, which is a total waste of time and money. Worse, you’ll be putting off the customers you should connect with. Ensure your small business marketing strategy is on-point and targeted to the right customer. You’ll see sales and customer perception results if you schedule regular data cleans.
Become Obsessed With Your Audience
Step one is to obsess about your audience if you’re creating a marketing strategy for your small business. Kind of like a stalker, but without being creepy… At a minimum, you want to ask yourself (and do your best to answer) the following questions:
Who is my audience? What kind of work do they do? What are their values?
As you gather this information, one distinct (or perhaps several slightly different) customer profiles may emerge.
Having several different customer profiles is great, as it helps you split your marketing efforts, saving you from applying a one-size-fits-all approach. The more information you have, the more your customer profile will be fleshed out. Assigning demographic features will help you get to know them ‘as a person’ (yes, this is weird, but it works!) and once you’ve lined up your buyer persona, your advertising campaigns are more likely to land. Think of a customer profile as the feathers down the side of a dart: they help your dart fly straight and land where you want it to land, ideally on the bull’s eye.
The Automation Band Wagon
As a small business owner, you’re probably stretched extremely thin. When something needs doing in your business, you either do it yourself, or you supervise it, so you can never fully devote yourself to one thing at a time. As your business grows, certain areas of your operation will need your undivided attention. Thankfully, online marketing is not one of them. A Google Ads complete automation solution is an efficient choice when the time comes to start thinking smarter about how you spend your precious time and resources. While automation support can be a lifeline when you’re wearing yourself thin, it is recommended that you don’t wait until things start falling apart before reaching out for an alternative to the time-consuming work of managing your online marketing campaigns.
If recent uptake figures are to be believed, online marketing automation tools are the way of the future. Not only will this technology save you money, but you will extract more value out of your leads than ever before.
Targeted Content
Content is King when it comes to building an audience for your product and ensuring your website or business page comes up in Google’s search ranking. Nailing the exact demographics of your product’s audience makes it that much more possible for you to generate the targeted, informative and relevant content your customer wants to engage with. Forget clickbait and empty, aggressive sales pitches.
Those methods do not foster trust within your audience but push potential customers away. Instead, invest the time into connecting with your customer on a more personal wavelength. Please demonstrate that you understand and appreciate them as individuals and that their needs and desires are central to your business. Though this may sound easier said than done, you can do this by offering insightful, informative tips and information on subjects that your customer cares about.
Please don’t neglect the value of pure entertainment: offering simple entertainment to your customers without trying to sell them your product is a great way to edge your audience towards becoming a customer. Win-win!