Building a business takes so much from us as entrepreneurs. Our attention is often drawn to many different things at once. But one thing you should never lose focus on is your marketing strategy. Businesses, both large and small, often live or die on the success of their marketing initiatives.
Great marketing certainly takes more investment, both in money and in time. But it is an aspect of your business that holds the potential to entirely change the course of your company. Let’s look at a few of the best marketing ideas for small business owners in 2022.
Establish Identity: Create Your Brand and Tell the Right Story
It may sound obvious, but a lot of companies don’t take the time they need to carve out a wholly unique brand story and identity. Especially now, with the prevalence of online commerce, social media, and international connections, establishing a clear and confident picture of your brand is a strong way to connect with people looking to link with companies, products, and creators that mesh with their values or support their needs.
Story is important. More and more people aren’t satisfied with good products on their own. They want to understand how and why you’re different from every other choice, and feel a connection to your goals and your brand’s attributes.
Work with great marketing specialists, brand developers, content marketing strategists, and trusted partners to create meaningful brands that not only exceed others in quality, but outdo them with better story and stronger identity.
Focus: Niche is Good
This may seem like a no-brainer to some of you and completely unnecessary to others. You may be tempted to try and be everything to everyone, to solve all problems and provide all solutions in your field. This usually doesn’t pan out well. Instead, focus. Decide who your target audience is, why they need you and why your solution is superior.
Of the handful of things you feel good about doing, narrow your focus to the ones, or just one, that rises above all the others, the one your company excels at the most. Instead of spreading your resources and your marketing strategy across too many offerings, pour it all into one or two products or services in which you have the potential to affect great influence in your chosen field.
Start a Referral or Rewards Program
This kind of promotion will certainly look different for every business owner. But providing your clients or customers with the ability to gain a great level of value from their purchases will go a long way to ensuring they come back and talk about you with friends and colleagues.
Work with your marketer to create special offers for existing and potential customers, discount clubs, or ongoing memberships that give them solid savings, members-only products, and access to information or events only available to those who sign up.
For clients, offer perks for referring others to you. It could be a discount on present services or one on a future purchase. It might be a bump up to a higher level service, or something only your business can offer. Special programs like this can give your customers a sense of belonging and exclusivity and inspire them to keep coming back around.
Don’t Ignore Social
Whether we enjoy social media channels or not, it’s definitely here to stay. And its influence on brands and companies is growing month after month. Superb video ads, humorous and informative YouTube, Facebook, TikTok, and Instagram videos and posts can really connect.
Authentic reviews from happy customers and letting your guard down with intimate behind the scenes looks at production, company values, personal story, and the creative process can really inspire and draw in new followers. Continually relevant content helps build dedicated communities, not just customers.
Automate
Some things aren’t good for automation. Some are. Certain aspects of marketing can be automated to help you be more effective with less effort. Marketing specialists have incredible access to a wide range of technologies today.
These applications allow creators to write and develop marketing materials, response letters, requests for reviews and feedback, sign-up forms, blog posts, regular emails, newsletters, and social media posts, then input, schedule, and let the program do the rest of the work of posting, emailing, and gathering customer info. This also helps you get to know your audience, build an email list, and learn both better ways to market and solve customer needs.
Create Explainer Videos
Most folks love these, especially if they’re both entertaining and informative. Create high quality, straightforward videos that explain how to use your products and services so users know exactly what they’re doing and gain confidence in your service. It’s also a great chance to build rapport with your audience and keep them thinking about your brand.
Offer Live Chat
If you can afford it, live chat can be a game-changer for your customer’s experience. No matter how much info or FAQ’s you offer, most of us prefer or need to speak with a real person. Live chat gives customers and clients a direct connection to a qualified professional who can answer all their questions, help them sign up or make purchases, and solve any issues that may arise.
Knowing that they can reach a real, attentive person will help to establish you as the better brand and problem-solver in the minds of your customers. No matter how much technology we adopt, nothing will ever replace the comfort and confidence gained by knowing we have direct access to a caring professional.
Use Analytics
Nearly all social media platforms, online advertising providers and browsers, along with a variety of other tech creators, offer a range of analytical solutions for your marketing efforts, for understanding consumer habits, and current trends driving business today.
Take time to familiarize yourself with these tools and hire or contract a professional who understands analytics inside and out. The information within detailed analytical reports allows you to make better decisions for your brand and your finances. You’ll gain the knowledge you need to remain agile, to shift your focus when needed, innovate and create new and better products, reorient your brand message, spot problems early on, solve them more quickly, and connect more effectively with your audience.
Hire a Professional
Whether you establish a dedicated marketing department in-house or outsource your efforts to an experienced marketing experts, there is absolutely no substitute for years of experience, market knowledge, and good education.
Professional marketing strategists, content creators, brand developers, and other advertising and marketing specialists pour the full weight of their skills and knowledge into your brand and message. This also allows you to focus on things where you’re often more gifted, like leading your team, managing production, connecting with customers, and refining customer experience.
Conclusion
While this is only a small sampling of marketing tips for the year ahead, it’s a great place to start, especially if you aren’t already expanding your marketing efforts. Marketing is never something you want to ignore. It establishes your brand’s identity and story, helps you connect meaningfully with customers, brings greater attention from possible partners and collaborators, and ups your image within the market. We’ll look at even more marketing tips soon.
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For quick answers to marketing questions, take a look at our frequently asked questions below.
FAQ
Why is marketing important for my business?
Developing a strong marketing strategy ensures you establish a solid position within your field. It creates strong brands with compelling stories, draws in new customers and helps retain existing ones, helps you build strategic partnerships and create the legacy you want.
What are some basics of marketing everyone should remember?
There are many. But it’s good to start by focusing on a niche, your strongest creations, use social media and video, find ways to connect with your audience, offer top-notch customer service, offer additional perks with memberships and referrals, use analytics and partner with experienced marketing professionals.
Should I handle marketing on my own?
Some business owners can, especially if they have a strong marketing background. But for most of us, even those who do understand it well, it can often take up a great deal of our time and efforts, which takes us away from other management and leadership tasks. Linking up with experienced marketers gives you access to years of experience, a deep well of creativity, brand new technology, better automation, great advice and guidance, and someone always ready to innovate and try new solutions.
