No matter how much your small business has to offer in the way of products and services, it’s likely to matter very little in the absence of solid marketing.
After all, it’s impossible to foster brand loyalty when your target consumer base is largely unaware of your brand. So, if your current marketing strategies could use a shot in the arm, there’s no time like the present to start making the necessary changes.
Small business owners looking to get their marketing endeavors on the right track would do well to consider the following measures.
1. Work With An Experienced Marketing Agency
Not every small business owner is familiar with the ins and outs of effective marketing – and that’s okay. However, if you count yourself among them, it’s imperative that you recognize when it’s necessary to reach out to seasoned experts. So, if neither you nor any of your team members have been able to craft winning marketing strategies, it’s time to call in the pros.
The right marketing agency will help you create, implement and refine a wide assortment of promotional strategies that are uniquely suited to your business and its locale. Furthermore, the knowledge gleaned from this experience can effectively guide your approach to marketing for many years to come.
For maximum effectiveness, take care to seek out marketing agencies that have ample experience working with businesses like yours. For example, if your business is related to the healthcare industry, look for a highly-rated healthcare marketing agency.
2. Produce New Web Content On A Regular Basis
Producing new web content on a consistent basis can benefit your business in a variety of ways. To start with, it will help bring traffic to your website.
If your target audience knows they can regularly expect new content, they’re liable to visit your site multiple times per week – if not multiple times per day. Additionally, if your content is authoritative, informative, and entertaining, your regular visitors are likely to share links to it on various social media platforms.
Regularly producing and posting new web content can also help boost your site’s search ranking. When putting together search results, many engines take the frequency with which sites are updated into account.
In other words, the fewer updates you produce, the lower your search ranking is likely to be. And since search engines are essentially the modern-day Yellow Pages, it’s in every small business’s best interest to aim for the highest possible ranking.
3. Use Search-Friendly Language
If you’re looking to boost your website’s search ranking, you should consider incorporating search-friendly text into your web content. This can be particularly effective for small businesses whose focus is hyperlocal.
For example, a restaurant based in Bloomington, IL may benefit from using such language as “great food in Bloomington, IL,” “restaurants in Bloomington, IL” or “places to eat in Bloomington, IL.”
However, when incorporating search-friendly language, it’s vitally important that you abstain from overdoing it. This practice, known as “keyword stuffing,” involves the flagrant overuse of keywords for the purpose of boosting a site’s search ranking.
Needless to say, blog posts and articles that are absolutely littered with keywords are unlikely to be of much use to anyone, and while they may serve to attract website visitors, those visitors aren’t likely to stick around or come back after seeing the quality of your content. Furthermore, if search engines catch wind of what you’re doing, your site’s search ranking is liable to drop precipitously, which can severely limit your ability to attract new business.
4. Recruit A Dedicated Social Media Manager
Although social media has proven to be an invaluable marketing tool for countless small businesses, not every business is equally adept at using it to its full potential. So, if you lack the bandwidth or experience to effectively use social media to your business’s advantage, consider recruiting a dedicated social media manager.
Per the job title, this individual will possess ample experience in social media marketing and take point on all of your business’s social media endeavors – from crafting engaging posts to determining the best times of day to update your various accounts to interacting with followers.
In the absence of a robust marketing strategy, you’re liable to have a difficult time getting the word out about your small business. Furthermore, since the first year is such a crucial time for any small business, you’d do well to make marketing one of your foremost priorities during this vital period.
While you’re bound to hit the occasional stumbling block along the way, effectively marketing your small business should be well within your abilities – provided, of course, you heed the measures outlined above.