You can promote your small business in a number of ways, from Facebook ads and newsletters to traditional print and PR. What’s the best way to go about it?
Small businesses can market and advertise in seven different ways, both online and offline, according to public relations specialists from FSB PR/Crisis Management.
1. Media relations
The objective of media relations, also known as public relation, is to get articles about you and your business published in magazines and their websites.
Were you successful in winning a new contract, launching a new product or service, hiring new employees, or achieving record results?
You may have experienced something odd within your business, or you may have celebrated an anniversary or sold a large number of items.
Offering advice or having strong views about a subject and being willing to express them openly is another way to get coverage.
How does PR benefit businesses?
Your target audience will see you if you appear at the ‘right’ places. A presence in select trade publications will benefit your engineering business. The local newspaper and magazines, however, are the best places to advertise your café if you’re trying to get noticed.
A media coverage of this type will not only raise your profile, but will also advertise your business’s values and culture while conveying important factual messages.
Is it a good idea to hire a PR agency?
Although you can contact reporters and journalists yourself to tell them about a potential story, it can seem daunting, so perhaps you would benefit from working with a PR company. They can:
- Find stories in your business and deal with journalists
- We will tell you where your articles should appear and how to pitch them
- We will create original content for your website
Your piece may not be featured, however. The strength of your story is what will make it a success – this is another reason to use a marketing agency since they know what works.
2. Social media
Effective use of social media can help your business market itself.
In the UK alone, there are over 45 million active users, and 1.3 million are expected to join in 2020 alone, so it’s imperative to reach and engage such a large audience.
Connecting with people who are already engaged with your brand and introducing the business to new customers is a great use of social media.
The study found that 58 percent of consumers visit a brand’s social pages before visiting its website – an increase of 81 percent from last year.
How do you plan to achieve your business goals?
You should consider your business goals and marketing plan before you develop your social media marketing campaign.
Interested in reaching a wider audience, attracting more visitors to your website, or increasing sales?
Understanding your target audience, what platforms they will likely use and the kind of content that will appeal to them is also critical.
You can find the right social media platform for you by using our guide to social media platforms.
Is there anything I should post on social media?
The success of your social media is dependent on creating relevant content for your audience, whether it’s on Facebook, Twitter, or Instagram. Whenever you create content, consider what your audience will enjoy and what you can offer them in return for their time.
You’ll become their go-to business when they search for information, resulting in potential new clients if you provide free resources and tips. Make sure your brand identity is consistent with photography and video if you’re a product or brand.
It’s also worthwhile knowing that video is a very engaging medium, so you should try to use it whenever possible.
It’s not just about posting the right content on social media.
It is crucial for a company to establish a two-way dialogue with its audience to attract and retain customers.
Regularly reviewing your channels will help you understand what is working for you. There are basic analytics on each social platform. To maximize results, it is good practice to analyze, review, and tailor your strategy weekly and monthly.
3. Advertising through digital media
Digital advertising offers many benefits, including targeting specific audiences, executing data-driven strategies, and delivering measurable results. Pay-per-click (PPC), display, and social media are the most popular digital advertising channels.
Mobile and desktop versions of all of them are available.
You can track your budget down to the penny, along with which parts of your marketing campaign are most effective, through digital advertising – which can be a minefield, but is 100% transparent and accountable.
How does Pay-Per-Click work?
Google Ads is Google’s own online advertising network, which is commonly used for search (PPC) campaigns. Your ad spend can be optimized to get the greatest return on investment by advertising to your target audience. You can tailor your PPC campaigns to show ads only to people who are searching for products or services that are relevant to yours.
How does display advertising work?
Rather than focusing on leads, consider display advertising if your goal is more about brand awareness.
Even though it is hard to believe, Google Display Network (GDN) claims to reach 90 percent of all Internet users worldwide.
The Internet consists of a vast network of web pages, news sites, blogs, video platforms and email services like Gmail.
You will have the chance to pitch your product or service to visitors browsing sites within the GDN even if they are not yet interested.
To remind users of the solutions your business can provide them, you can even remarket to those who visited your website in the past but did not convert.
How does paid social advertising work?
Although social media profiles can be set up at no cost, you may want to consider paying for content, especially on Facebook and Instagram.
In essence, a post is given a budget so it can be seen by a larger audience by increasing its reach.
You can advertise your business on Facebook, the world’s largest social network, to reach a highly targeted audience. By creating ads that target users by age, gender, location, job title, interests, and even behavior, you can achieve this. The Facebook app and stories page will display messages, photos, and videos, as well as Facebook search and messages.
When it comes to digital advertising, here are some things to consider:
- Be sure that you understand what they’re saying, keep asking until you understand
- Along with the advertising expenditure itself, be prepared to pay a fee for their strategic advice and implementation.
4. Press advertising
Your advertisement needs to be as big and bold as possible to be effective in magazines and newspapers.
You will have wasted your money on buying space if your advertisement doesn’t make someone stop and take notice.
How should my advertisement be worded?
You need to pay attention to the headline, text and images you use.
Think about your target customers, not what you want to say – what do they need to know from you? Imagine what would resonate with them. Try to get inside their heads.
Rather than focusing on the features of your product or service, emphasize the benefits.Rather than focusing on the features of your product or service, emphasize the benefits.
You may manufacture underfloor heating, and plumbers will be interested in how easy it is to install and how much profit it will yield, but if you plan to market directly to homeowners, they’ll be more concerned about how it feels when they step on it in the middle of a bitterly cold night.
You might consider hiring a creative agency to help you formulate ideas if you find it challenging to think in this manner.
Additionally, you’ll be able to incorporate their ideas into all kinds of other marketing materials – e-shots, mailers, posters – making it a cost-effective way to come up with marketing ideas.
5. Advertising via direct mail
The term ‘junk mail’ was used in the days before digital marketing. The doormat was piled high with letters and leaflets every morning. Sadly, all the pertinent and well-targeted messages were lost in a sea of irrelevant ones as a result of its own success.
If you follow these three rules, direct mail can be very effective:
- Make sure the data is of high quality. Make sure your database is updated and clean if you manage it yourself. You can also buy data from reputable data brokers – it’s more affordable than you think.
- Make sure the content you send is relevant to the recipient. It makes no sense to advertise a children’s nursery to an over-70’s database.
- Stand out and feature intriguing messages that resonate with the recipient to ensure your mailer piques interest.
Despite being more expensive than e-shots, direct mailers can have a far greater impact and be much more effective. A physical mailer keeps for a much longer time, especially if the creative content is strong. Emails can easily be ignored and deleted, but physical mailers are much harder to ignore.
6. Optimisation on search engines
The use of SEO has become a key practice for marketing your business online. A well-optimized website has become a necessity for most companies, and this is where SEO comes into play.
This beginner’s guide covers the things you can do to boost your SEO strategy if you’re new to it.
Search engines like Google will show your webpages for relevant search terms or ‘keywords’ if they are optimized across three different areas: technical, on-page, and off-page.
With technical SEO, you ensure that Google understands all pages you wish to rank and can access them easily and quickly.
An SEO-friendly website requires more than just a technically sound website.
You need high quality, engaging content that’s optimized in order for Google to rank it so users can read about your product or services.
Here are some tips on writing content for the web
- Don’t write for the search engine, but for the user. Every page that you wish to rank should have its title, heading, internal linking, and image description optimized within the copy and HTML.
When you’ve published quality content, you need ‘votes of confidence’ from external sites that are topically relevant.
By using local link building, guest blogging, influencer marketing, content marketing and public relations, you can acquire natural and manual links.
7. Email marketing
Your target audience must be able to comprehend your message clearly and promptly in order to generate great sales.
As part of your regular marketing campaign, email marketing is a great way to create short-term urgency and generate incremental revenue.
Email can be used strategically to drive an end-of-season sale, a limited-time offer or to announce a new service.
Email marketing is:
Your message should be tailored
You can tailor your messaging to your target audience once you have your customer list in hand – engagement rates will probably be higher for customers who have previously used your services or purchased from you. Moreover, these customers can forward the email to their friends, extending your brand’s reach and awareness to a new audience you were not previously aware of.
The best way to keep your brand front of mind is by staying in touch with your existing customers and presenting them with the newest offers, products and services.
Keep track of your results
It is easy to track the number of customers who have opened your email, click on the links or offers within it and opened it. The results of email marketing are immediate.
The result will give you an overview of how well your email is doing in terms of sales, engagement, and ROI.
You’ll also gain actionable insights, so you can see which types of content, products, services or offers are popular for any particular audience.
This will allow you to tailor your follow-up emails accordingly.
In addition to being an effective ‘return on investment’ channel when used as part of a larger campaign, email marketing is also cost-effective.
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