You’ve got a great idea for a business, you’ve got everything in place, now you need to find your customers. You could offer the best products or services in the world, but that alone won’t help if your potential customers can’t find you – so you need a great marketing strategy to match.

Here’s our list of Marketing Tips for Small Business Owners that are sure to increase your visibility and help bring lots of new customers your way.

 

Branding

In order to communicate what your company is, does and stands for, you need to have a clear identity. Once you know what your company represents, you need a suitable name, a logo, colours and imagery that convey this to your customers.

There are several different options for how to do this, including collaborating with an established branding agency. Just think about how huge companies like Starbucks or McDonald’s are defined by their brands, logos and colours.

When you have your logo, make sure you put it on everything, advertising, business cards, envelopes, email signature and so on to build brand awareness and visibility. You should also go beyond just “rubber stamping” your logo everywhere – your brand should be memorable even if the logo is removed.

Marketing Strategies for Small Business Owners

Know your business and know your customers

A common misconception is that there is some kind of one-size-fits-all marketing strategy that you can follow and expect great results, whatever your business. This is simply not true since all businesses are different, and all have different requirements.

Before you choose which elements to integrate into your overall marketing strategy, you need to think carefully about your target customers. What is their demographic? How old are they? Where do they live? What online services do they use? How do they look for your product?

Being clear about details such as these will allow you to develop a targeted and more effective overall strategy that focuses on the channels most likely to produce results for you.

Marketing Strategies for Small Business Owners

Facebook Ads

Facebook Ads are one of the best ways to target a specific group. Your advertising can focus on factors such as age, sex, location, interests, online habits and so on.

The system relatively straight forward and inexpensive, making this a great way for you to reach the maximum number of potential customers in a short time.

Have a great website

If there’s one thing that will put people off your company, it’s having a poorly designed, or worse, no website. Think about it, you’ve done the hard part getting that click and bringing the customer to your site – and they find the site to be user-unfriendly, hard to navigate or not logically laid out.

This is such a simple error to avoid so don’t make this basic mistake.

Marketing Strategies for Small Business Owners

The power of SEO

One of the most important ways of directing web traffic to your site is through Google searches. Even as Google changes the search algorithms, you still need to keep your page keyword optimised to make sure you rank highly on searches.

It is well known that having your site show up on the first page of results hugely increases your chances of getting the click, so do everything you can to make sure that’s where you are.

Marketing Strategies for Small Business Owners

Don’t forget email

Email has many advantages as a marketing channel. It allows instantaneous communication and can reach a large number of potential customers with the highest open rates, especially if you have a good database.

Once you add somebody’s address to your mailing list, make sure you provide well designed, interesting, valuable and relevant content that people will actually open rather than deleting immediately or sending to the “spam” box – otherwise, you are just wasting your time.

The main idea is to get people to come back to your website at a later date when they are likely to buy your product. Email leads still have one of the highest conversion rates of all promotional sources.


Google My Business

Google My Business is a particularly useful tool for local businesses with a local customer base. When people in the local area search on Google for the product or service you provide, this is a great way to have your business appear near the top of that search.

When potential customers see your profile and accompanying good reviews at or near the top of the list, your business automatically gains credibility and people will be more willing to trust you.

Marketing Strategies for Small Business Owners

Sponsor a local sports team

With so much being done online nowadays, sometimes people forget the more traditional ways of gaining visibility. For local businesses, sponsoring a local sports team is still a great way to raise awareness of your company.

People love their local sports teams and having your logo emblazoned on the kit will make people associate your brand with the local area. They will be more likely to think of you when they need your product and will be more likely to come to you due to that local association.

Work the referrals

Use your existing customers to drum up more business: try to incentivise referrals to encourage your customers to bring in more.

It’s difficult to generalise here since this could take on so many forms depending on what kind of business you run. However, if you offer rewards like free products, gifts , discounts or something else, your already satisfied customers will be happy to bring in more leads for you.

The other advantage of referrals is that if your customers are recommending you to their friends, their friends will automatically be more predisposed to trust you. For this reason, referral leads offer a much higher conversion rate than many other channels.

Google Ads

While over a long period Google Ads (was AdWords) is more expensive than many other marketing options available, you should still give it serious consideration. Done well, it can be a very powerful marketing tool.

Remember, the key is for people to find you when they search on Google and by using Ads, you will greatly increase your chances of people seeing your name.

Finally, focus on what works for you

There are so many different marketing channels to pursue and things you can do to increase your visibility. Above all, don’t be afraid to try different marketing strategies – and focus your energy on what works best for you and your business.

Need a little help or advice?