Big Priorities for Small Business
Creating, Communicating and Delivering Value
Small business digital marketing is more important than ever. If you thought small business marketing was placing ads in a free publication, it's time to think again.
As defined by the American Marketing
Association marketing is: "the activity and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large."
​Buying advertising space in any periodic publication is just one very small
component of marketing your business, especially in today's digital age.
Marketing begins with how you answer your phone, to how your service is
fulfilled, to what you say and is said online, both positively and
negatively.
An easy way to visualize marketing
is to think about building a new home: First you'll need the property, then an
engineer or architect, a carpenter, electrician, plumber, roofer, flooring
contractor, painter and a general contractor. Each of them is unique in
function and purpose, but collectively building your new home becomes a
reality. Consider your general contractor as your public relations person, your
electrician as your market research person and your painter as your advertising
person. Individually each serves a purpose, together their consolidated efforts
unify your message.
For most small business owners, running your day-to-day operation takes up most
of your time. Staffing and work schedules, payroll, accounting, supplies and
meeting deadlines during your busy day doesn't leave you with any extra time to
plan and work on a marketing approach for your business.
A Big Priority for Small Business
Digital marketing has become a big priority for those small business owners who
try to stay ahead of their competition.
​Websites
Your company's website is an investment in your business and should always
be considered your most valuable asset in marketing. Ensuring a user friendly,
easy to read design which utilizes responsive layouts, are a perfect start. If
you aren't aware, Google expanded their mobile first ranking order back in April
2015, so if you haven't switched over to a Mobile Friendly Google Approved
Design, you should make it your top priority. Your small business website is
also the place to include your business reputation, whether you have been in
business for 40 years or have 10,000 Facebook Fans, and share this important
information with the consumer, in an easy to find location and always
available.
Testimonials
or mentions in the press, as they establish a strong reputation by exhibiting
recognized attention, are a valuable reference. Professional, accredited,
certifications and nonprofit community organization seals confirm training,
professionalism and community support. Visitors to your website trust
businesses who are active on Social Media as it brings credibility front and
center, aligning with your business website. Lastly, your Terms of Conditions
or Privacy Policy brings everything together for visitors to trust your
business as it openly describes website usage.
Social Media
Social media has become the mainstream marketing channel. Facebook
, Instagram, Twitter, Snapchat and Pinterest
continue to compete for market share across all ages and demographics.
According to Pew
Research
,
65% of adults used social media in 2015 including 35% of adults 65 and
older.
Email
Email continues to dominate despite the popularity of Social Media. Email
applications vary between mobile devices, desktop and laptop computers but one
thing is certain, email apps are always front and center on the users home
screen.
Research conducted by the leading
internet, science and technology center, Pew
Research
Center
stated "those who use the internet found email the
most important digital tool at the workplace. Some 61% of workers say it is
very important". There are many ways, both on and offline, to build
a list of email addresses but never ever purchase a list, no matter how good
the offer sounds. Purchased lists are often associated with spam.
Video
Telling your small business story was once only told by a local journalist who
worked at a newspaper or magazine, which people paid to buy single copies and
purchased annual subscriptions. Those days are long past and now you're in
control.
Today,
video is a massive marketing tool thanks to mobile devices and mobile apps.
Small business owners, who leverage well thought out plans, discovered that
video marketing is not a fad. Personalized, focused video content is very
affordable, bringing much added value to your social media, website and email
channels.
Keep It Simple
Let's recap and keep it simple. Begin by investing in your most valuable
digital asset, your company website. Next, make your plan to include each digital channel
into your website, encompassing all your brand assets to ensure you reach your
goals. Still don't know where to begin? Contact us now
and we will meet with you, free
of
charge.
