When you don’t have a big budget, marketing can be challenging, but there’s plenty a small business owner can do to attract and maintain a customer base. The rise in digital marketing has made it easier for small business owners to find a way to create a presence and attract informed buyers. It highlights the rise of digital marketing and provides tips on distributing flyers, knowing your audience, leveraging cold email marketing, building a brand, participating in events, creating visual content, and marketing on podcasts. By incorporating online chat functionality on their websites or through social media platforms, small business owners can establish direct communication channels, address customer queries promptly, and provide personalized assistance.
This is the carpet-bombing method of cheap advertising. You find an area where you would like to do business and distribute flyers to all the mailboxes within reach. Your flyer should be brief and to the point, highlighting the services you offer or products you sell and providing contact information. Offering a free appraisal, coupon, or discount can help attract your first customers.
Flyers shouldn't be mistaken for posters. Flyers are more informative, listing services or products provided, contact information, addresses, and specialties.
2. Know your audience
A key mistake is thinking that "anyone" is your buyer. Larger companies may be able to appeal to a wide market, but they say, "the riches are in the niches" for a reason. A niche is where you'll have the most leverage as a small business. And to develop a niche and appeal to buyers within the niche, you must understand their pains, problems, triggering events, and priorities.
Start by thinking about your existing customers and who you'd like to work with. Then, create a buyer persona to start the process of getting into the head of your ideal client.
3. Leverage cold email marketing
When it comes to small business marketing, cold emailing is one of the most effective strategies. It's a great way to connect with potential customers who may not be familiar with your business. Here are a few tips for using cold email to market your small business:
a. Start by creating a list of potential customers.
b. Research the companies you want to target and find out who the decision-makers are.
c. Draft a personalized email that introduces your business and explains why you think the contact would be a good fit for your products or services.
d. Send the email and follow up with phone calls if necessary.
4. Build a brand that sells itself
No matter which of our marketing tips for small business owners you add to your marketing plan, excellent branding should be part of all your efforts. A consistent brand experience can help you gain loyal clients, build trust, and help consumers remember your business. Get started with small business branding by:
a. Using the same visual branding (colors, logo, font, etc.) across all marketing channels
b. Using the same tone of voice for social media, customer support, and beyond
c. Sending the same key messages in all your marketing campaigns.
5. Event or Trade Shows
Trade shows and special promotional events are fantastic strategies for launching a new product or service, driving brand awareness, and getting in front of your target audience. If you are attending a trade show, swap out a sponsorship package for an opportunity to speak on a topic relevant to your audience. It will keep your cost down and elevate your status as a thought leader in your niche.
6. Show Instead of Only Telling
Visual content continues to grow in popularity as we move into the future. After all, the human brain processes images 60 times faster than words. When you’re brainstorming small business marketing ideas, consider video. Video content (think Snapchat, Instagram Stories, Instagram Live, Facebook Stories, and Facebook Live) is continuing to grow. If you want to be on the cutting edge of visual content, try moving out from behind your keyboard and step in front of the camera.
A great idea for your first video is recording a quick introduction about yourself. Keep it under 2 minutes and make it informative and engaging.
7. Market Your Business on a Podcast
The demographics that make up the podcast-listening community are desirable for business owners. The research states that 17% of podcast listeners have an income higher than $100k, and approximately 28% have a college degree.
Podcasts may give advertisers an avenue, however, as listeners are highly engaged when tuned into a podcast and usually don’t mind hearing ads. That’s because podcast ads tend to be kept to a minimum and are relevant to the program’s content, often via host-read ads. Trust and brand recall for podcast ads is also high compared to other audio formats.
In conclusion, small business owners face challenges when it comes to marketing with a limited budget, but there are several effective techniques to attract and maintain a customer base. The rise of digital marketing has made it easier for small businesses to establish their presence and attract informed buyers. Some popular marketing techniques include distributing flyers, knowing your audience, leveraging cold email marketing, building a brand that sells itself, participating in trade shows or events, creating visual content, and marketing on podcasts. By implementing these techniques, small business owners can increase their visibility, connect with potential customers, and ultimately grow their business.