2019 has flown by and 2020 is waiting just around the corner. If your 2019 was full of growth and successful marketing you’ll probably want to continue that through to the new year. However, if your year was lacking in that department, then even more reason to keep reading to see our top tips helping small business owners leverage their marketing. Preparing for 2020 is something you need to be thinking about now…
You’ve probably heard it before, but it’s true. It’s crucial to have a realistic understanding of your company and how it’s operating. As a business, knowing your strengths and weaknesses will allow you to leverage the things you’re good at and identify any areas for improvement.
This realistic attitude applies directly to your marketing strategies as well. If you’re spending money year after year on marketing efforts that aren’t generating leads, you’re simply wasting funds. The first step to making sure you’re efficiently allocating your budget is finding out what works for your company and what doesn’t. Remember, each business is different so what works for your competitor, might not work for you.
Need some help identify your marketing strong suits? Here are some numbers you should be watching.
Know Your Audience
Similar to being in tune and reflective of your marketing measurement, you need to understand your audience. Although we wish we could, we can’t reach and engage with everyone.
Instead, you should have a really clear image of who your ideal client is (or are – you can have more than one) and let this guide your marketing strategies. But how do you know who your perfect customer is? Here are some things to think about:
- What is the problem you are solving for them?
- Why are they buying your product or service?
- What marketing are they likely to engage with?
Sometimes it can be difficult narrowing down your target market, especially as a small business, as you don’t want to lose out on any potential opportunities. However, the more you focus your marketing efforts, the more successful you will be.
It’s All About the Connection
You know it, we know it; relationship management is everything. You can be offering the best product in the world, but if your delivery and service isn’t top tier, your customers will go elsewhere. Building strong relationships with your customers not only keeps them coming back to you, but it also makes them more inclined to refer you to other people. So how do you develop and maintain these personal connections?
Keep in touch…
Email: We live in a world where technology is at our fingertips making it easier than ever to keep in touch with people. Platforms like Mailchimp, allow you to create and schedule personalised emails so even if you’re drowning in work, your client relationships don’t have to suffer.
Phone: Make it a little more personal with a phone call every now and then. Our phones are rarely more than a few feet from us, so why not use them? Even if they aren’t able to speak at that moment, they’ll remember that you made the effort.
Face to Face: Time to make it more personal than a phone call or email and instead opt for a quick coffee meeting. Taking time out of your busy schedule to meet with clients in person shows that to you, they are more than just profit.
Consistency. Consistency. Consistency.
Humans are creatures of habit and from that stems the expectation to receive the same quality of service every time. This applies to all aspects of your business, especially marketing. It’s important to deliver consistent marketing content as this is what will make you stand out from your competitors. If you’re not continually putting out fresh and interesting content, you’re just going to become background noise.
Stay On Trend… Video? Personalisation?
As a small business owner, you need to be keeping up with the latest trends. Understanding the best way to reach and engage with your customers is what will define your success. For example, in the past few years there has been a massive rise in video marketing. This is because videos can be made more personable and therefore stick in the mind of the consumer for longer. At the end of the day, you need to build and maintain brand loyalty. Keeping your strategies fresh and on trend is the best way to establish those connections.
Where should you be putting these videos? YouTube is your best friend. You can keep a collection of all of the video content that you are using across your website, social media or whatever output your company uses, and have it all in one place.
In terms of video production, don’t be fooled, your phone can be the perfect tool for short, educational videos.
Website Visitors, Who Are They?
Believe it or not, technology is now giving you access to a deeper understanding of who is visiting and frequenting your website. As your website is essentially your online sales pitch, it’s important to know exactly who it is that is having a look. The online tool CANDDi, is a great addition to your marketing measurement because it provides you with information about who is on your website and what they are getting up to while they’re on it. Unfortunately, they can’t identify every user, but using, amongst other tools, fixed IP addresses they are able to figure out who someone is and information about their company.
Using this technology gives you the opportunity to tailor your approach to a customer based off their path through your website. Pretty cool, right?
They Need You… So Prove It!
Unfortunately, customers aren’t mind readers. If you’re not directly telling and showing them how you can help them, they won’t know. Luckily, this is quite easy to do.
Utilise existing evidence you have of your services. Reviews and testimonials are a great way to say, ‘Hey look what we can do!!’, without it actually coming from you. However, there should also be informative articles and pieces of content available that show how knowledgeable you are. Case studies and projects you’ve completed, as well as the creation of educational content are perfect. This content shouldn’t be too strenuous as you’re already the expert!
Hopefully these marketing tips can be of use for your business as you start preparing for 2020.
If you have any questions about anything we covered in this article or you’re ready to take your marketing to the next level, fill out the form below and we’ll talk.