Considering you’re asking for a small business, I’m going to assume a couple of things:
- You have a limited budget.
- You have a small marketing team.
- You don’t have massive brand awareness.
- You have competitors that are bigger than you.
Small Business Marketing Strategy Tip #1: Nail Your Customer Service
It’s not technically marketing, but it’s where you can generate word-of-mouth and get people talking. If you are the best option for your customers vs your competitors, it matters far less if you are smaller.
Don’t forget to capitalize on any of the love you get from your customers, by the way. I’m not saying go after compliments. I’m saying that if any of them say something positive about you (in a chat, email, or phone conversation) ask them then and there to tweet that comment, or post it on LinkedIn.
Actual customers commenting on how much they love you on social media is golden marketing material. All you gotta do is retweet. 🙂
Small Business Marketing Strategy Tip #2: Get Specific About Your Funnel
You don’t have the budget to throw endless money at ads. The only reason you should be spending money on anything is if you know it gets you something (i.e. business) in return.
Therefore, make it a point to KNOW where you’re getting business from – not think you know. Tag all your links with UTM parameters. Set up your marketing automation tool so you can track lead sources. Connect new revenue to those sources.
^^ Don’t think you know… know you know!
Calculate what a new deal got you in net revenue. Calculate what it cost you to get it in terms of ad spending and other spending (personnel, etc). If you’re not getting a positive return on investment on a particular source, either get serious in changing that, or just scrap it.
Be ruthless here. Focus on that channels that WORK and don’t let your personal preference get in the way here.
Small Business Marketing Strategy Tip #3: Do Outreach
Nobody in your market may have heard of you yet. If you’re outbid on ads and can’t afford to buy booths at big trade shows, there’s almost no way for someone to find out about your product or service – unless you go out tell them.
We can be idealistic about inbound marketing all day – at the end of the day, your business lives or dies by new business coming in. If folks aren’t finding your way to YOU, you need to find your way to THEM.
How do you do this? Well, this really depends on your market and business, but try and find low-hanging fruit. Who can you easily approach and talk to about your product in a way that’s not going to evoke immediate resistance?
For example, if you’re a software company (like us) it’s much much easier to talk to potential resellers and partners, than it is talking to end users. We’re not directly trying to sell these guys anything. In fact, we have something we think will help them sell THEIR services. So, that’s an area of focus.
Then there’s social. Make sure you’re listening on social media and interact with folks – but don’t sell right out of the gate. Add value. Be present. And let them come to you.
That’s what I got for now – go make 2019 awesome!
