8 Ways to Market Your Small Business on a Limited Budget
When we think about marketing, we may only imagine huge corporations that spend millions to advertise their products or services. We can instantly remember large, successful campaigns that have captured thousands of people’s attention, such as NYX’s Face Awards and Dove’s Real Beauty campaigns. Looking at these expensive, elaborate marketing strategies can be intimidating for small business owners who are just starting their own. However, you don’t need to spend thousands or hire hundreds of staff members to begin your own marketing journey. With the help of the Internet and social media platforms, we can easily spread the word about our brand and business.
1. Make the Most of Social Media
A lot of us already know about the importance of social media, but did you know that most platforms like Instagram and TikTok provide free business analytics? They give us a broader understanding of our viewer’s demographics (such as location, gender, and age), engagement rates, reach, and impressions. This information allows us to answers three simple questions that every business owners needs to know when it comes to social media:
“Who am I making content for?”
“What kind of content do they want to see?”
“How do I plan on increasing my reach?”
The content you post on social media isn’t necessarily a reflection of what you like to see; it’s what your audience wants to see from you.
Let’s say you really love watching tutorials. You post a few of your own, showing your audience how to use your skincare products. However, these videos only receive a few dozen likes and comments, while your transformation videos receive hundreds. How should you respond to this information?
The answer should be obvious: cater your content to your viewer’s tastes. Regardless of what you enjoy, your work must resonate with your target audience. Creating and maintaining your social media presence is a never-ending process of posting, reacting, engaging, and adapting. Make sure you regularly post content, respond to comments and direct messages, and routinely come up with new strategies that help you boost your profiles.
2. Create a Google Business Profile
A Google Business Profile has become one of the most effective, free marketing strategies available for small businesses. It allows your business to show up on Google Maps, the local section of Google Search, and the right-side Knowledge Panel for branded searches. Essentially, a Google Business Profile allows your business to easily appear in any related searches, making your business seem trustworthy and authentic. If Google trusts your website enough to suggest it to searchers, then potential customers will too. Some future clients might be hesitant to put their trust in a small business owner’s hands, especially if your competition has been around for longer. With a Google Profile, you’re showing your target audience the level of professionalism your business stands for. However, in order for your website to show up higher on local results, you need to have verified ownership of it, which can be done through your Google Business account.
3. Grow Your Email List
Creating your email list is all about producing helpful and relevant content for your customers. You’re essentially regularly hand-delivering a personalized message for anyone who signs up; however, if they don’t appreciate your content, they may add your emails to the spam folder or even unsubscribe. Having a great understanding of your target audience (their likes, wants, and needs) allows you to stay one step ahead of them, providing content that they need at exactly the right day and time. Make sure that your emails are personalized for your customers; they want to feel special, seen, and appreciated. Try creating customized messages such as, “Good morning [name].” You can also offer special coupons and discounts, only available for email subscribers, announce upcoming events, and release newsletters about new and exciting changes to your company.
4. Network In-Person
Even for the most extraverted people, introducing ourselves to strangers can be a difficult task. However, as up-and-coming entrepreneurs, we have to make our brand name known. Networking also allows you to make strong connections with other professionals in your industry. They can give you advice, lend you a helping hand, and answer any questions that you may have. These connections can also lead to new and exciting unique opportunities. Although networking requires a lot of dedication and time, its results can often be very rewarding in the end.
5. Develop Cross-Promotions
After networking with other owners in your industry, you may develop some cross-promotions, where you work together with another business. Collaboration posts, interviews, and social media shoutouts allow for a win-win situation: you both gain access to each other’s core audience, giving the two of you a greater reach. Together, you work towards a common goal and end with a strong relationship. Sharing experiences and giving each other industry tips also allows you to gain more knowledge about being an owner and a leader.
6. Craft Your Elevator Pitch
Elevator pitches are exactly what describe: a business pitch you would give during the few minutes spent between floors in an elevator. You have just a few moments to accurately describe what your business does, why it matters to your customers, and how you plan to take your brand forward. Every impression counts: you can’t afford to stumble over your words or appear hesitant. Creating your perfect elevator pitch, where you can capture your audience’s attention by speaking clearly, coherently, and confidently, you can quickly establish your high level of professionalism and gain others’ trust in your business.
7. Local SEO
Search engines like Google are designed to provide the most relevant results for their searchers’ questions. Search engine optimization (SEO) is just one way they organize these results. The websites must answer their user’s queries, be safe and trustworthy, and be user-friendly. In order to gain Google’s attention, your website has to stand out amongst the crowd through local SEO. It’s free, but it can take some time, so start now and keep an eye on your website and its analytics. How are your potential customers finding you online? What pages do they visit the most? What information is the most useful to them? Use this data to craft your website to your audience’s wants and needs. The more people who visit your website, the more Google will trust it, placing it higher in search results pages. The higher you are, the more likely future viewers will find your website, expanding your customer reach.
8. Apply for Business Awards
Business awards showcase your business’s attention to customer service and product quality. They boost your credibility, which helps to make your business stand out and increases trust. If you’re in the beauty industry, winning awards like Tarte Cosmetics’ “Shape Your Future” Small Business Awards could push your brand forward as a leader in your field.
If you’re new to the business world, creating marketing plans might seem like an expensive and difficult task. However, with the right mindset and resources, you can create your perfect marketing strategy efficiently and effectively, all under your budget.
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