When I first started in marketing, advertising, and sales, things were much simpler. As a small business owner, you’d define your product or service and create a sales campaign. You’d place an ad in the Yellow Pages or the local paper to reach your community. Letterbox drops and newspaper inserts were also popular tactics. Larger businesses could afford to advertise on radio, TV, and billboards to increase brand awareness and drive sales.
Businesses would compete by being creative. Some of the best advertising campaigns came from the 70s, 80s, and 90s, with catchy jingles, memorable slogans, and impressive visuals. Reach and frequency were key metrics for success. Businesses would also compete by having larger ads or being listed first in directories.
Fast forward to the digital age, and the playing field has completely changed. We’re now in a world of likes, shares, impressions, SEO, CPC, algorithms, bots, influencers, and cyber threats. With all this technology at our disposal, have we painted ourselves into a corner?
As a small business owner, it can be overwhelming to keep up with the latest trends and technologies. Here are some simple tips to help you take control of your marketing:
• Choose the right social media platforms: Focus on where your target audience spends most of their time, such as Instagram, Facebook, TikTok, or LinkedIn. Create engaging content that demonstrates how you can help your customers.
• Claim your Google My Business listing: Encourage customer reviews and optimise your profile. Don’t forget about Bing Business, which is still used by many people.
• Leverage your existing customer base: Re-engage with past clients through targeted marketing campaigns. Avoid spamming and focus on providing valuable content.
• Prioritise customer service: Build strong relationships with your customers by responding promptly to inquiries and offering exceptional service.
By following these tips, you can navigate the complex digital landscape and effectively market your small business.
Do you think we’ve painted ourselves into a corner? What other tips would you recommend for small business owners?