Blog Post

Big Priorities for Small Business

Ray Valladares • Jan 26, 2017

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.

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