6 Things Your Small Business Marketing Strategy Needs (Don’t Add Anything New Until You’ve Mastered This!)
Setting up a small business marketing strategy can be pretty overwhelming. What’s the most important aspect of online marketing? What should you tackle first? Is there really any way to really get it all together?
As I’ve worked with small businesses, I’ve discovered that there is a right way to create a strategy and it’s possible to make it all happen! Here’s my prioritized list for getting your small business marketing strategy set up and on-point!
An up-to-date website
Creating a new website or updating your current one should be your top priority when you’re implementing a marketing strategy. Your website is the hub of your online platform, the place where visitors can learn about your work and team, find answers to questions, and get updated information. Having a sharp, updated site is crucial. Do this first!
An active social media presence
Next, ensure that you have a robust social media presence. Even if you’re only active on one platform, make sure you’re posting on a regular schedule, engaging with people on the platform, and taking advantage of a range of marketing opportunities other than posting (such as video). The more you show up, the more visible you’ll be.
Solid customer service (especially online)
When someone does decide to buy from you, make sure it’s a seamless experience. Your systems — such as your online shopping cart and checkout — should be bug-free. And when a customer has a question, they need to have an accessible place to ask questions and get answers to their questions right away. Make sure you have good systems set up so you can respond quickly (same goes for answering online reviews!).
Test your systems, be flexible, and approach sales and customer service with a problem-solving attitude. You want your customers to know from the get-go that a positive experience is your top priority.
Branded photography
Branded photos may be the single best investment you ever make as a small business. A lifestyle branding photographer can help you humanize your business online by taking photos that show you and your team in action: in the middle of a meeting, delivering services, making products, preparing products for shipping, meeting with customers. They will also, of course, take excellent head shots of your team members for your website.
Excellent photos will tell a visual story anywhere you need it: on your website, social media platforms, blog posts and emails. An archive of images is also a must if you plan to create print materials, such as brochures. A great photo session is a must-have for your marketing strategy. If you can do them regularly (say, every quarter), that’s even better.
Blog
Creating valuable, detailed content is a necessity so you can reach customers who want to know more. The best place to do that is on a business blog. A blog is also good for searchability and for proving the depth of your expertise in your industry and your niche.
Once your website, social media platforms and photos are in place, publish at least one blog post every month to ensure that your site stays fresh and give your followers and readers even more to discover about your business.
Email list
And don’t ignore email. Your subscriber list—typically made up of your current customers or clients—is a great way to keep your most loyal supporters coming back. In emails, you can talk to people on your list in a more confidential tone, reward loyalty by giving them discounts or first dibs on sales or special deals, and keep information about your business fresh and top-of-mind.
