When you are running a business, you need to make sure that you are thinking about the crucial element of your small business marketing.
Marketing and promotion are going to be how your customers find your business, hopefully, while ignoring the direct competitors that are vying for the interest of the same clients. With so many marketing possibilities to choose from, it’s difficult to know exactly which one should be your main focus.
After all, you can go purely digital or explore some offline techniques. You can think about SEO or you might want to opt for PPC. There’s no set rule and that makes it quite complicated for the typical business owner. The trick is to make sure that you are exploring the trends and finding out what popular options are being used right now.
It’s worth noting that this doesn’t necessarily mean relying on old ideas. Instead, you can think about using older marketing possibilities that still have their benefits. Some older marketing techniques aren’t as dead as most business owners assume. Instead, they just need to be revamped.
You will need to consider a fresh perspective when you opt to utilize some of the older possibilities on the market. This is true regardless of whether you are completing marketing services yourself or opting for a professional outsourcing service. Let’s dive into some of the best older small business marketing tricks that you shouldn’t ignore and the way to use them in the modern age.
1. Email Marketing
Email marketing is a tricky one to get right. If you’re already using email marketing, you might have noticed that your open and reply rates are significantly lower than you would hope for. This is likely because there are significant problems with both the subject of the email as well as the content included inside.
To address this issue, you need to think about what customers want to see when they receive an email from your business. The key idea to keep in mind here is value. They want to receive something that benefits them and this doesn’t necessarily mean a financial benefit. It could be anything including information that they find useful.
However, it must be personal to who they are and what they are looking for. How do you achieve this? Well, ideally, you need to be accessing the right data sets.
Data is brilliant and the modern age has brought fresh ways to access as well as utilize data sets. When you have the right data, you will be able to build up a clear image of who your customer is and what they want. This is ideal for email marketing and can lead to a purchase decision or at the very least get a customer to the next stage of the marketing funnel.
Of course, this also requires you to create the perfect pitch through email marketing. While it’s tricky to do this, it’s certainly not impossible. A key part is going to be your CTA which must match the original promise provided at the beginning of the email.
2. Social Media Promotion
Another concept that is fairly old school is social media promotion and marketing your company across different networks.
Social media promotion has been popular for years and this is due to a variety of reasons. With social media campaigns, you can make sure that you are able to engage effectively with your business customers and you don’t need to worry about seeming too intrusive. That’s a problem with another marketing tactic that we are going to discuss further down. However, you can still run into problems with your social media campaign.
A lot of businesses are still using old techniques with social media. A key mistake that you might be making is relying too heavily on what can be considered as purely promotional posts.
Instead, through social media, you should be following the 80:20 ratio rule here. This means that only 20% of the content that you release on social media should be purely promotional. The rest should provide – you guessed it – direct value to the customer.
So, you can mix it up with infographics or links to your website as long as the content provided isn’t just a sales pitch. Social media accounts that are set up purely to post advertisements never get the level of followers that customers want.
3. Cold Calling
Cold calling has definitely received a bad rep in recent years and it’s not that difficult to understand why. No one wants a call from a brand intent on making a sale. But that doesn’t mean that you should be ignoring calling customers completely. Instead, you should be contacting them to provide aftercare and support.
Remember, more than 80% of customers claim that they won’t use a business again after a poor experience with the support provided. So, aftercare is always going to be important and should factor into your business model. Calling can be a great way to do this.
Once a customer has made a purchase, you can contact them to make sure that they are satisfied with the solution offered. This shows that you care about them and want to make sure that they are satisfied. There are other routes to take here including live chats and email.
However, a call is more direct. It’s also going to be appreciated by customers because it avoids them trying to get through on a busy line to interact with your company directly. You might think that this isn’t really marketing at all. But it can be because it might keep that customer loyalty and gain the crucial repeat sale. Remember, individual sales are not what they need. For your company to be a success, you have to ensure that they continue to make purchases from your business.
Or, you might want to consider including leaflets as part of your marketing campaign. Leaflets are another marketing tactic that has been left by the wayside in recent years. Customers often express that they don’t want to receive leaflets through their doors. But it’s important to note that it does depend on what the leaflet is offering.
If the leaflet provides them with real value such as exclusive offers or money off their next purchase, they could definitely appreciate it. You just need to make sure that the leaflet isn’t perceived to be spam.
If that’s the case, then it’s just going to end up in the trash and that’s the last thing you want. You can also connect your leaflets directly to the digital campaign with AR codes and similar tactics to ensure they provide even more value. This could be part of an integrated promotion which can be highly effective.
Finally, while SEO isn’t new it’s certainly changed in recent years. We’ve reached the point where SEO needs to be far more subtle and less direct. In other words, it takes more than just adding keywords and links to content.
Instead, you should create content around the keywords. This is often a part of a semantic SEO campaign and it can be highly effective. If you answer a question that a user is asking, then you might just be chosen by Google as a featured website. This is going to do wonders for your ranking.
We hope this helps you understand the best ways to use these older marketing techniques. If you take our advice, you will be in a stronger position in your small business marketing campaign.
You can guarantee that your promotional strategy resonates with customers and delivers a higher conversion rate than you were getting before. It doesn’t require massive levels of innovation but rather exploring older ideas from a new angle.