Marketing your small business can be challenging, both in regard to cost, and the time associated with the development and implementation of an effective marketing strategy. As a small business owner myself I wanted to offer some tried-and-true suggestions that may effective for you.
First and foremost, you need to identify your niche market. One of the questions I often ask clients (and prospective clients) is to define who their target audience is; this is important when looking at the type of content to include on the website, be it the visual look and layout style, how and what text is added, and the use of images and animation. With marketing, you would not present content (be it for the website in general or targeted advertisements and promotions) to older professionals in the same way that you would to a younger, non-professional demographic.
Next I would ask, how are you an expert? Most established business owners are experts in their field, and it is well known that websites which provide free services, such as advice and resources, will do better in the rankings, and of course there is the added benefit of social engagement. When you share of your expertise, beyond the typical, your visitors are more likely to trust you over your competition. As for how to provide your knowledge, well, you can create free informational PDF downloads, implement a blog, provide a Q&A section such as a Forum, encourage comments on Facebook, and of course visit other websites/blogs and comment, provide advice, write white papers, articles, etc.
For some businesses it can be effective to provide free workshops and seminars. One of my clients provides Naturopathic workshops on the medicinal value of kitchen herbs, and she provides PDF versions of these workshops on her website’s blog; another clients provides roofing workshops. Note that since registration is typically required for such events, this is an easy way for you to collect emails and other information from prospective clients or customers for follow-up and targeted promotions. If you do provide frequent workshops/seminars, be sure to add an events calendar on your website, a registation form online, and a notice of the workshop/events on your home page.
Networking is another important consideration that many businesses fail to do. I personally get a lot of business from related professionals, which is why sites such as LinkedIN are popular. For example, if you are a painter, it would effective for you to share referrals of prospective clients (and Facebook “likes” and “shares”) with an interior designer since they would in most cases hire out the painting. Reciprocal link exchanges can be beneficial here as well, but only to the business that you would personally refer, is of a related service, and which isn’t in direct competition to you. For many businesses there are industry websites where you can participate in the discussion of your field; and there are meetup groups, organizations, and other sites dedicated to providing networking opportunities. The reality is that many people are more likely to choose someone that has been personally referred, so it is important to take the time to develop contacts and extend your business circle.
Newsletters and online promotions are another option that can be effective, well, if implemented correctly. The concern here is that few people appreciate a newsletter that is sent out too frequently (or with content with little value) since it will be seen as spamming. Of course one should have permission to send the newsletter in the first place, so going back to the free workshop, it would be important to note that upon attendance they will be receiving your newsletter, with the applicable “opt-out” option on the newsletter footer. Promotions can be great since everyone loves a perceived value, but when over utilized it will quickly become a detraction. My suggestion would be to provide promotions in your newsletters (separate from your website), and indicate that periodic promotions will be included in the “signup for our free newsletter” message. Note that Facebook is another great place to add Facebook-only promotions.
Track visitor engagement by using Google Analtyics. One of the strengths of Analytics is the ability to track the “flow” of a visitor through your site. By noting which pages were viewed, how long they stayed on the page, and which page they exited your site you can better assess the effectiveness of your marketing efforts over time, as well as the pages which are most popular in general.
Finally, I would suggest asking your clients for referrals, testimonials, and reviews. It is well known that a “call to action” can be effective, be it the “bookmark this site” link, or “click here for a free quote”. In the same regard it is a good idea to ask your customers in a friendly way if they would share their experience with your business/service by taking a moment to write a testimonial, provide a review on Google, Bing, etc, “like” and “share” on Facebook, and of course refer your business to their friends, family, and colleagues.
It is my sincere hope that your business is a successful one, and if you need website or marketing help, please contact us for a free website and SEO assessment.
