In Part I of this series on most effective small business marketing, we introduced a study from ConstantContact that shared small business owners’ thoughts on marketing. In this post we’ll dig deeper into each marketing channel and share tips and best practices.
Blind meetings are hard to set-up. So, we suggest the following marketing tactics to help soften business leads and increase the likelihood of landing a meeting with your dream client.
Create a great website.
Before anyone decides to do business with you, they will do their research. That research starts on your own site. Make sure your website clearly defines the value you provide to clients–don’t just talk about how wonderful your products or services are. If your website is search engine optimized properly, it will also attract great prospects. In fact, you may find it becomes your best sales rep! (Learn more about SilverRank’s SEO services for small businesses.)
Invest in email marketing.
Email still remains one of the most cost effective marketing tactics around. If considering an email marketing program, do NOT go the “cheap” route and try sending this out through Outlook or your own email server. Instead, invest just a bit of money and use a third-party email delivery system. This will ensure you comply with all anti-spam regulations and protect your business. Sending out through your own system also puts you at risk to be “black-listed” and prevent all your other email from being delivered.Once you’ve picked a delivery partner, then here are a few more tips:
– Write compelling subject lines
– Keep it short–no one wants to read a novel
– Include strong calls to action
– Don’t always sell, provide value in your content
– Personalize your email with the recipient’s name
– Make sure it’s easily viewable on mobile devices (a good third party email partner should offer this
– Pay attention to statistics (click rates and view rates)
– Test different mailing dates and times to see what is best for your audience
– Test different types of content and calls to action
Consider direct mail.
While a lot of companies are moving to digital marketing, that leaves an opening for direct mail. But don’t be fooled into thinking that one postcard will drum up a lot of business. It generally takes repeated touches with direct mail before you begin seeing results. To better gauge the effectiveness of your direct mail campaigns you can include QR codes or direct people to a hidden page on your website where they can take action. This will help you track actual results to determine if direct mail is right for your audience.
Test pay-per-click and other online advertising.
When you think about PPC, those ads at the top and right side of Google searches probably come to mind. While those are in fact PPC ads, they aren’t your only option. Here are a few more ideas that can be EXTREMELY cost effective:
– Google remarketing allows you to create ads that are displayed only for people that have visited your website in the past. As the user visits other sites on the Internet your ads follow them!
– Facebook advertising allows you to hone in on your exact target. For example, a photographer could advertise to local couples that are engaged and getting married within the next 6-12 months.
Learn more about PPC Campaigns for small businesses>
We hope you find these small business marketing tips helpful. And if you have any questions or need help implementing any of these tactics please contact SilverRank!