For small businesses, developing a successful marketing strategy can prove challenging. You don’t have the insane marketing budgets – or manpower – as your corporate counterparts, so there’s less room for error.
That’s not necessarily a bad thing, though. There are ample ways to make a splash in your industry and grow your small business. The key is focusing on engagement and relationship building. Here are some of the actions you should take.
1. Launch a Business Blog
When users visit your business website, you want to do your best to convert them into customers. But this can take time.
To tip the scale in your favor, consider launching a business blog. Maintaining an active blog on your website is an effective way to educate potential customers about your industry. And if you consistently serve up valuable content, you’ll begin to build trust with your target audience.
Blogging is also a smart way to grow your email list. You can create a blog newsletter and invite blog visitors to subscribe with the help of an opt-in form.
2. Leverage Social Media Marketing
Social media is an invaluable marketing tool for small businesses. It’s a space where you can mingle with prospective customers as well as your peers.
To execute an effective social media marketing strategy, take a targeted approach. You can start by choosing two or three platforms that best suit your business.
Whatever platforms you choose, focus on engagement. So if Twitter makes sense for your business, be sure to interact. You can do this by participating in Twitter chats, retweeting others on your timeline, or striking up conversations with those who share your content.
Making social media friends is well worth the effort. Be an active member of the community. Other social media users will be more inclined to share your content, effectively increasing your reach.
3. Use Testimonials to Boost Your Credibility
As a small business, prospective customers might not be aware of your brand. This means they may require more convincing to become loyal patrons.
Testimonials are a great way to put them at ease. They provide positive social proof and are a powerful element to include on your website.
You can choose to source your testimonials from customers who sing your praises on social media, but don’t be afraid to reach out to loyal customers, too. And if you want to add more credibility, include a head shot with each quote. It’ll put a friendly, human face to those advocating on your behalf.
4. Develop a Guest Blogging Strategy
Guest blogging is a genius way to gain exposure for your business. You’ll gain access to new audiences and score new business leads. Guest blogging also boosts your credibility in your field.
So how should you tackle guest blogging? Position a marketing team member as an authority figure. Have them pitch to publications and blogs that align with your business. And make sure the proposed topics provide value to the readership of the website in question. This will increase the likelihood that your pitches get the nod of approval.
If you don’t have a high profile in your industry yet, you might have to start with smaller publications and blogs. Once you develop your reputation, you can aim for the industry heavyweights.
The Bottom Line
As a small business, you must be resourceful with your marketing efforts. That’s why focusing your energy on building lasting bonds with peers and consumers alike is the right path to follow. Familiarity and camaraderie build trust, which can lead to prosperous business outcomes.