Top Marketing Strategies for Small Businesses

Photo Courtesy: muse studio/stock.adobe.com

Small businesses need sound marketing to attract customers and grow their companies, but they don’t always have a lot of funds to spend. Fortunately, there are plenty of options that make advertising affordable that are highly effective. If you’re among the estimated 33.2 million small businesses in the United States, here’s a look at some top marketing strategies that could work for you.

Use Google and Bing Ads

Google and Bing ads are a way to target your marketing to people who are using the search engines to find products, services, or general information related to your business. Typically, you select highly relevant keywords and suitably specific keywords, as those can connect you with potential buyers more effectively than less-focused alternatives. Then, you target the ad to help it display to the right audience, such as by narrowing down user demographics or limiting the ad to a particular physical location.

Most of the associated charges use a pay-per-click format, meaning you’re charged only if a person engages with your ad by clicking. Both Google Ads and Bing Ads are worth exploring. While Google is a more popular search engine, it comes with a higher price tag than Bing, and Bing offers stronger targeting options.

Don’t Forget Social Media

For small businesses with tight marketing budgets, social media is a highly effective option. Setting up a profile for your company and creating regular posts costs nothing but time, giving you a nearly free way to advertise. Plus, you can set up ads on the platform and target them to specific audiences.

Ideally, you want to create a mix of informational posts along with some marketing content that promotes your products or services. By providing value beyond simply showcasing what you’re selling, it’s easier to attract a following, which could increase your success.

Use Influencers Wisely

Partnering with influencers can help you build brand awareness, and the approach is potentially low-cost. However, you need to choose the influencers you work with wisely. Make sure to vet an influencer’s following, including its authenticity, engagement level, and overall audience demographics.

At times, looking for micro-influencers that match your niche with engaged followers can provide more value than a larger influencer with an audience that doesn’t fully align with your target. As a result, it’s an approach worth considering.

Connect With Other Local Businesses

Partnering with other local businesses with similar customer bases but different product or service lines can work well. It allows every participating company to essentially cross-market with each other, which can reduce total advertising spend while connecting everyone with potential customers.

The approach is often highly collaborative. You can do anything from scheduling a multi-store event to advertising joint deals. Offering discounts to individuals with proof of purchase at another participating business can also work to bring in buyers.

Automate Your Marketing

In many cases, small business owners don’t have a lot of spare time to dedicate to marketing. Fortunately, you can streamline your efforts by taking advantage of automation. For example, you can create social media posts in advance and schedule them to go live on a particular schedule. Many email marketing platforms can work similarly, letting you plan out your messages in one sitting and have them go out at the right time. Then, you don’t have to worry about managing your marketing on a daily basis, giving you more time to focus on other tasks.