Choosing The Best Marketing Strategy for Your Small Businesses
There are many buzzwords and a lot of jargon when it comes to marketing and, indeed, digital marketing. So it’s not surprising many Small Business owners feel completely overwhelmed about what to do. What typically ends up happening is that they do something, anything, just to feel that they aren’t remaining stagnant, to garner a sense of progress.
However, shotgun actions are often more damaging in marketing than doing nothing. Not that I’m suggesting that you ‘do nothing’. Taking action when it comes to marketing is important but, here’s the rub, for it to be effective and to maximise any gains, it needs to be part of a coordinated and deliberate approach.
Choosing from the many options available
This is where things start to get hazy and the headaches begin for many Small Business owners. With so many possibilities, and often a vague understanding of many of them, creating a cohesive approach is usually not possible without calling in specific marketing expertise.
While marketers are good at, well – marketing – what that can mean is they are great at pitching to Small Business owners what they are offering but it’s not necessarily what the Small Business needs. Small Business owners then find themselves in the position of trying to select the best provider of a service. But they may not really understand what they are getting and what it will mean for the direction their business is heading in the longer term. No wonder many are confused and vow to avoid dealing with ‘marketing types’.
Avoid Getting Sidetracked
However, marketing is an inescapable aspect of running a business today. Whether it’s digital marketing or offline marketing, few businesses can grow and prosper without it. For it to work well for a Small Business all the parts need to flow and operate as a seamless system that takes into account your target market.
For example, setting up a Twitter account and putting resources into that for three months and then switching your effort to Instagram, because ‘everyone’ says that is the hot new place to be, is a waste of resources and effort and can be confusing for your customers.
Drilling for Customers
A better approach would be to:
- • analyse your target market
- • find out where they like to hang out
- • focus on building a profile on that social media platform. This could include creating a content plan that includes scheduled updates around key areas of interest for your potential and existing customers.
- • put in place some targets and time-frames so you can measure whether that strategy is working for your business.
If the strategy isn’t working, you can then decide what action to take to improve your results. This could be posting different types of content, including more curated content, changing the times of day you post, responding differently to comments from your audience, using tools to help find more like-minded customers or automating the process.
Having a coordinated approach to marketing based on business needs and capabilities is the best strategy for building market awareness and growing sales.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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