As a small business, it can be tricky to decide where you should put your marketing efforts. And, not all marketing techniques are created equal either – some are much more costly than others. If you have a budget, then it is often a good idea to speak to a digital marketing company that can cover much of this for you.
Ahead of every successful marketing campaign, there are some steps that you should start to explore.
Photo by HamZa NOUASRIA on Unsplash
Target Audience
When you start your business, you might have a clear idea of who is going to buy your products and services. Sometimes this can be too narrow, though, and you may miss out on very worthwhile markets. Market research is a must so that you can fully understand your audience.
How to build an audience profile.
Strategy
The strategy can’t be built until you understand your audience on a deeper level. The strategy will cover how you will present your content, when, and where. A healthy mix of email, social, and content is usually a great starting point. But how that content looks – is it video, images, or voice? These will depend on your audience. You need to go where they are rather than focus on bringing them to you.
Engagement
Let’s face it – almost all marketing content is boring. It is boring and unengaging because it takes itself too seriously. Instead of communicating on a human level, the content just tries to get the point about the product across.
Instead, study how your audience communicates and where they put their time and energy.
You are looking to make a connection with the audience and show them the product at the same time. There are a couple of brands that do this well: Spotify with their Spotify wrapped, Patagonia top-class for authenticity and transparency, and Ben & Jerry’s aren’t just great ice cream but are active in activism and started a series of podcasts covering these topics too.
Social Media
Don’t just post and run; instead, set up a time slot where you post – and then head to your favorite other profiles to engage. Look for where people are sharing about your product or looking for information.
Always make sure that you have a set tone and voice and that you or your team members always adhere to it.
Website
If your website isn’t optimized for usage, that is to say; you haven’t focused on the user experience, no matter how interesting the rest of your marketing is – the user won’t be able to find what they are looking for anyway. What that means is your website is going to let you down – and you won’t get the conversions that you need.
How to get people to test your website.
In the end, everything that you do should be for your intended audience – and that starts with understanding who they are and where you fit into their lives. Because great marketing isn’t selling a product, it is enhancing a lifestyle.
Digital marketing is one area that is always worth considering to be outsourced – but here are some others: 10 Areas In Your Business Where You Should Consider Outsourcing – BB Product Reviews.
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