As the new year begins, are you thinking about how to market your business? Developing a small business marketing strategy requires an introspective look into your current customers. How did you attract them? Does does that apply to new customer acquisition?
According to a Borrell Associates survey of nearly 4 thousand local advertisers, the top six ways to attract new customers are a blend of online and offline activities. So let’s hear from an expert in small business marketing strategy about how to attract this year’s customers.
WHAT YOU’LL LEARN FROM CHARLENE BURKE, OWNER SEARCH BY BURKE
WHAT SHOULD BE INCLUDED IN A MARKETING STRATEGY? (1:27 in)
In Charlene’s words – Most small business owners think a marketing strategy is all around how much money am I going to be spending this year to make more money. It isn’t the bulk of your strategy.
Tip – Identify how you get your business today. Is it through referrals, your website, social media, advertising, email, events, or all of the above? It is always easier and less expensive to generate business from existing customers instead of new customers.
WHAT’S THE DIFFERENCE IN MARKETING THROUGH A SMARTPHONE VERSUS A PERSONAL COMPUTER OR TABLET? (4:10 in)
In Charlene’s words – Think about what the user is doing.
Tip – The size of the device, the environment in which it is used, and the nature of the user’s activity is important. Size of text, size of buttons, speed of playback, length of content, interactive functions, and simplicity of navigation are key.
WHAT SHOULD I REMEMBER ABOUT MY WEBSITE? (7:00 in)
In Charlene’s words – Please make it mobile ready. Add a click to call option.
Tip – You can use your website as a research tool to figure out whether a new product can be sold successfully. Dig into your analytics to discover how people are using your website. This data can be extremely useful in creating your marketing strategy.
WILL BUSINESS CONTINUE TO BUY ADVERTISING ON SOCIAL MEDIA? (10:45 in)
In Charlene’s words – Yes, they can get in front of their ideal customer. If you want to get your message in front of a buying customer, you are going to have to pay for it.
Tip – Know where your customers hang out on social media.
HOW CAN YOU GET NOTICED THROUGH PUBLISHING CONTENT? (12:43 in)
In Charlene’s words – If you want to make money with your efforts online, go back to what we used to call education marketing. Write something that is useful to the user.
Tip – Narrow your focus. Don’t write for everybody. Solve their problems. Give them something they value.
WHAT IS A MASTERMIND GROUP? (14:30 in)
In Charlene’s words – Members helping members. It’s peer to peer. Business or personal issues. It’s people talking about ways to get your business on focus again, on track. You leave with some solid ideas you can put to use.
Tip – Regardless of the size of your business, consider joining some kind of peer group to get feedback, advice and counsel from others who can see you’re your business, your marketing strategy or personal situation in a way you can’t.