Marketing tips to boost your small business

MOST owners of small businesses view the expense of marketing as an unnecessary evil, particularly when faced with a tough economic climate.

But here are five quick wins that will not break the bank: ý Brand yourself Your business may be small, but that does not mean you should not look professional.

Be proud of your name and use your logo in a professional manner.

For example, get slick corporate clothing that fits the tone you want your brand to portray. But keep it tasteful – an overthe-top approach could come across as cheap.

Brand your vehicles in eyecatching graphics that align to your corporate identity – you then have moving billboards.

Keep branding simple. People on the move don’t have time to read five bullet points, let alone a paragraph.

Your logo and a contact number are all you need, but how you apply this could be the difference between standing out and blending in. ý Create marketing content Fresh and helpful content engages readers and can even convert to sales.

The first step is to get your brand on the right social media channels and to have a brand-aligned website.

In today’s digital environment, video content is king.

Don’t know what to say? Share what is happening at your company and in your industry, or you could answer commonly asked questions, or demonstrate a best use, and even create a “how to” guide.

Smartphones make it possible for everybody to shoot and edit quality video content, just remember to keep it short and simple and use this content to update your social media outlets and website regularly. ý Have a referral programme Sign up to your local business chamber and take advantage of its networking and marketing opportunities.

Networking is a perfect marketing tactic for small businesses, because it can yield significant rewards.

Association with a chamber will make you more credible,

and you can use its network to find new opportunities.

Another idea is to run an industry-relevant workshop which can tap into your customer base, and open new doors. ý Know your target market Do you really know your target market? What media does it consume? What are the targeted people’s interests and where do they mingle?

It is important for business owners to drive marketing based on what customers need.

Start by describing the person most likely to want or need your product or service.

Then ask: why should people buy it? Once you know their motivation, you can be more specific with how you target your customer base.

From here you can define your product and therefore how you position it.

Just because your product is good doesn’t mean it will sell. It must be positioned correctly – and that’s what marketing does. ý Show that you care Say “happy birthday”, and when you do, why not include a discount coupon, share a special offer or a suggest a product they could treat themselves to.

In this digital age, make time to send a handwritten holiday, birthday, or thank you card. It is effective and memorable.

Give customers something back as a thank you for their business by implementing a loyalty plan to encourage future purchases. It is an excellent way to build business sustainability.