How to utilise marketing for your small business

Being a small business owner, we know you’re passionate about the product or service that you provide. If you’ve been wanting to take your business to the next level, but the sheer thought of diving into the world of marketing frightens you - we’re here to help.

Whether you’re just starting out or have been in the game for a while, there are always new ways you can market your business. These ideas can range from inexpensive to hefty - so it’s all about your budget and your goals.

Here are our marketing ideas and tips to help your business thrive.

1. Pinpoint your audience

You probably already have an idea of who your business is targeting and why, whether this is in-depth analysis or a hunch. At the very least, you should be able to answer a few questions about your audience being ‘who are they?’ and ‘how can you help them?’

Taking this a step further, creating personas are great to categorise your audience and have a deeper understanding of who they are. This could include basic demographic information, some of their interests and hobbies and can get as detailed as you like.

This type of information can help define your target and direction of your marketing strategies.

2. Create a funnel

You might be like ‘what…?! Why are we talking about funnels?’ but that’s okay, we just like using marketing terms to sound incredibly smart. Really, you could just replace the word ‘funnel’ with ‘journey’.

In this tip, we’re talking about understanding and mapping out a journey from potential customer to customer. Once you have an idea of what this could look like, it gives you valuable information in order to change the content and timing of your marketing messages depending on who you’re wanting to target and where they are in their journey.

3. Keep it clean

Now just to be clear, we’re talking about your data. What’s the importance of clean data? It means your database is as up to date as it can be, and your database is what you rely on when making marketing decisions.

If your data isn’t up to date or inaccurate, it could mean that your marketing efforts may not be as effective. 

4. Stay on target

With a clean database, defined customers and journeys all mapped out - it all can come together to help keep your content and marketing efforts on target.

Not only can you be more targeted, but it gives you all the information you need to create valuable content. Rather than pushing your product and service for its benefits and how it beats your competitors, you can target your messaging to be focused on the specific impact for your target audience on a more personal level.

5. Know your online requirements

Do you know how your customers are finding you? Is it through social media, or are they filling out the contact form on your website?

Once you understand where your customers are finding and contacting you, you know which areas you can spend more time and effort on. 

If it’s via web searches, think about what your customer expects from your website. This could be testimonials, product specs or a how to guide. If they expect to be able to purchase something off your website, is it an easy process for them? If they want to contact you, is there a button or form to fill out?

6. Don’t forget the inbox

This can be a little more difficult to set up to what your social media could be, however, having an email marketing platform and strategy can work wonders in delivering a full customer experience. 

From tailoring your payment confirmed email notification to possibly having a monthly newsletter to provide information and easily digestible content could be a great move in the right direction in creating your whole customer journey.

Optimising your emails from considering if you’re getting a good open and click through rate (which is the engagement on your emails) and checking these against industry averages is a good start. If you’re finding not many of those you send an email to are opening them, maybe it’s time to shake up what you put in your subject line.

There are many ways you can implement a marketing strategy within your small business. Whether you’re doing some of the above tips and ideas, or none at all, there’s always a good reason to come back to revisit your marketing strategy to see if it’s meeting your business’ and customers’ needs.

Speak to your local Mortgage Choice expert today to discover how they can help you with your business financial needs - leaving time for your to map out your marketing strategy.

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Posted in: Small business