Succeeding as a small business often comes down to the effectiveness of your marketing campaigns. You will need to employ many powerful marketing strategies
Long-term success means consistent revenue. However, continued success for small businesses is not just a numbers game; it acquires greater depth.
From a marketing point-of-view, long-term success is achieved if you’re able to consistently maximize ROI from your campaigns.
Powerful Marketing Strategies To Grow Your Business Faster
All small businesses want a low budget marketing plan. The problem, however, is determining which of the successful small business marketing strategies offer the highest ROI.
Therefore, today we are sharing a list of high-ROI yet powerful marketing strategies that you can and should steal.
Set a Goal and a Budget
Every business needs a direction. Every marketing campaign needs to start with a goal and a budget. It is perhaps the only free marketing strategy for small businesses.
If it doesn’t, it becomes exceptionally difficult to determine whether or not your campaign was successful.
So, setting goals and a reasonable budget are two of the most underrated and powerful marketing strategies.
Plus, according to CoSchedule’s roundup of 2018 marketing statistics, marketers that set goals for their campaigns are 429% more likely to report success.
Which, as Forbes contributor Jayson DeMers mentions, makes sense because:
“Goal-setting eliminates subjective perceptions of reality, making success objectively measurable. In that context, success isn’t a vague idea; it becomes demonstrable.”
Let’s take a look at a few tips for setting your marketing campaign goal and budget:
- Choose 1-5 KPIs to measure. The most popular KPIs to measure include qualified leads, traffic, and direct revenue.
- Set a realistic budget. The U.S. Small Business Administration recommends that you spend 7-8% of total revenue on your marketing campaigns.
- Focus on the process, not the goal. Once your goal is set, create a process for achieving it and use your KPIs to measure and continually improve that process.
Build Your Influence
The most successful marketing campaigns are those that help you achieve the highest ROI. Once you build your influence, you can use other powerful marketing strategies.
And, with influencer marketing delivering ROI as high as $6.50 for every $1 spent, it’s quickly become one of the most effective marketing strategies for a small business.
This explains why influencers are finding their way into many social media promotional strategies used by small businesses.
To create a successful influencer marketing campaign, Entrepreneur contributor Murray Newlands recommends the following steps:
- Select your KPIs
- Focus on the social media channels where your target market hangs out
- Find a credible influencer
- Plan your publishing schedule
- Consistently improve and measure your outcomes
Champion One Social Channel
With the undeniable potential of social media marketing as a small business marketing strategy, it can be tempting to try and find success on as many social platforms as possible.
But, as marketing guru Neil Patel tells us, it’s best to focus on one social channel at a time:
“Jumping in head first and attempting to manage, say, four or five different channels can be overwhelming, and you’re unlikely to kill it at any strategy. Even if you’re a savvy marketer, you simply can’t devote the necessary time to extract the full potential of any single channel.”
To become a champion of one social channel, the team at Social Media Marketo recommends a 12-step process:
Build Rapport through Email
With 59% of marketers claiming that email is their most effective marketing channel for revenue generation, this is one strategy that you don’t want to ignore.
If you haven’t started building your email list, Social Triggers founder Derek Halpern recommends a few tips for getting started:
- Create a long-term content strategy to drive organic traffic to your website
- Create multiple opt-in offers
- Utilize an email list popup form
- Add a banner with an invitation to subscribe to your email list to your business signature. You can use tools like Newoldstamp or MySignature to create a professional email sign-off with links, banners, and call-to-actions.
For more details check out this article on how to get more results from every email you send.
When done correctly, starting a blog is one of the absolute best ways to drive targeted traffic to your website.
In fact, marketers that effectively utilize blogs tend to get 67% more leads than those that do not. But that’s only if you’re doing it right.
To succeed with blogging, you should:
- Focus on quality over quantity. One long-form, comprehensive post (1500+ words) is worth 5x a brief, non-informative post.
- Develop a promotion strategy before writing. Many expert content marketers recommend spending 20% of your time on content creation and 80% on promotion.
- Create evergreen content. When you create evergreen content (and update that content when necessary), the effect of your content assets compounds over time.
Effective blogging is a powerful marketing strategy
Conduct Research That Impacts Your SEO
To rank in SERPs for keywords that can drive high-quality leads, there are a few simple tips that you should follow:
- Focus on low-competition, long-tail keywords. If you own a wedding business, you’re not going to compete with David’s Bridal for the keyword “wedding dress.” Instead, you should focus your efforts on low-competition, long-tail keywords that are relevant to your audience.
- Utilize tools like SEMRush or KWFinder. While it may be tempting to use Google’s Keyword Planner, it’s been proven that they hide many low-competition keywords in an effort to increase ad spend. Tools like SEMRush and/or KWFinder make it incredibly easy to find high-ROI keywords that can drive high quality leads to your website.
As Forbes contributor Brian Sutter says, “Teach, don’t sell…”:
“The idea of teaching instead of selling seems to turn marketing on its head, and yet it’s at the core of content marketing. ‘Teach, don’t sell’ is exactly what makes content marketing different from advertising.”
This is a concept that far too many modern-day marketers misunderstand. And it’s why many businesses struggle to differentiate their message through content marketing.
To ensure you’re teaching the right way, Sutter recommends that you:
- Don’t include CTAs that ask readers to buy something in every piece of content
- Focus on your customer and what they want to know, not what you want to tell them
- Be generous with the content you offer
Survey, Listen, and Learn
Marketing research plays a crucial role in the success of your small business marketing strategies.
After all, if you don’t know the intricacies of the audience you’re marketing to, it’s going to be difficult to communicate with them effectively.
One of the best ways to perform market research is through the use of surveys. To get the most out of this strategy, Survey Monkey recommends that you:
- Define your objective for the research
- Set timelines
- Segment your audience to determine who receives which survey
- Use proven tools that allow you to collect and analyze data
Reexamine Your Landing Pages
One small business marketing strategy that can have an immediate impact on conversions is the focus of your landing pages.
While most conversion experts are quick to recommend that you should always start your marketing campaign with a dedicated landing page, many fail to mention the importance of focusing on a single goal.
For your landing page to succeed, your focus should be on getting your readers to take a single action.
After all, if you have 20 links on your landing page, your attention ratio is 5%. With one link, that ratio is 100%.
This simple act of focusing on getting your readers to take one action on each page can do wonders for your conversion rates.
If you aren’t using landing pages to help sell your products or services, you could be missing out on countless potential customers.
Stand for Something
A recent McCann study found that 42% of American consumers believe that brands and companies are less truthful today than they were two decades ago.
Translation: Almost half of all consumers don’t trust modern-day businesses.
With this in mind, standing for something that’s important to both you and your target audience can become a huge differentiation factor.
Take for example the ALS ice bucket challenge that went viral and raised $220 million for the ALS Association.
Here are a few ways you can do it:
- Sponsor a charitable event
- Join forces with your employees and customers for a fundraising event
- Donate your product/service to a charity event
Leverage Social Media Advertising
Social media has certainly changed the game as far as how modern-day marketing works.
But while many small businesses focus their efforts on the free and low-cost marketing opportunities that social media platforms offer, ads have also proven effective to drive ROI.
Unsurprisingly, Facebook dominates in the world of social media advertising, as over 93% of marketers use some form of Facebook ads.
To get the most out of your Facebook ad campaign, there are a few things you’ll want to focus on:
- Ensure that you’re creating an attractive offer
- Track the right KPIs
- Utilize attractive images and/or videos
- Set clear, measurable goals
Leverage Google’s Local Offerings
As a small business, local SEO can make or break your business.
And while determining the driving forces behind which local businesses rank highest in Google is still somewhat of a mystery, the below graphic from Moz breaks it down in an easy-to-understand way:
By focusing on optimizing local SEO for the above factors, you can quickly position yourself for success in the SERPs.
It’s hard to debate the importance of customer retention to the long-term success of your small business.
That’s especially true if you believe the statistic that the probability of selling to an existing customer is approximately 65% while the probability of selling to a new customer is in the 10-15% range.
To ensure that more customers are continuing to purchase from you, growth marketer Sujan Patel recommends that you focus on improving your onboarding process.
To do it, Patel says that you should:
- Establish the point where you’re losing customers and focus your efforts there first
- Define your customers’ definition of success and help them achieve it
- Help your customers achieve quick wins
- Create evergreen resources
Woo Your Audience
Storytelling is a powerful tool for any marketer with its positively impacting conversion rates by as much as 4x.
While it can be difficult to measure, there’s little doubt that storytelling can be an effective way to market your business and attract a loyal following.
To do it effectively, Forbes contributor Mike Kappel recommends 5 Essential Tips for Business Storytelling:
- Determine the parameters (who, what, when, where)
- Be completely authentic
- Determine the outcome
- Be consistent
- Allow customers to become part of the story
Exploring and utilizing partnerships with other small businesses can exponentially expand the potential of your own business.
As Entrepreneur contributor Web Smith points out:
“You can survive alone, but you’ll only really thrive when you plug into the community around you.”
To develop effective partnerships, Smith recommends that you:
- Be upfront about your business
- Ask the right questions
- Focus on partnership opportunities that can be mutually beneficial
Enable Your Audience to Get to Know, Like and Trust You
While webinars have become a go-to marketing strategy for many digital-based businesses, they’re severely underutilized by many small businesses.
But with webinars being identified by marketers as one of the top 5 most successful marketing strategies, it’s definitely an option worth exploring.
Amy Porterfield uses webinars as a critical component to building her customer base as it is a way for her audience to get to know, like, and trust her.
To borrow from Forbes Contributor Ashley Stahl, a webinar host should:
- Focus on creating amazing content
- Choose a time that’s convenient for your target audience
- Prepare, prepare, prepare
Promote a Free Consultation
While it will undoubtedly vary by industry, the conversion rate of offering free consultations makes it one of the most effective small business marketing strategies available.
In fact, in some cases, even medical-based businesses have seen conversion rates as high as 75% for their free consultations.
Let’s take a look at a few tips to raise the likelihood of turning a lead into a customer through your free consultation:
- Focus on helping the customer and creating a quick win for them
- Ask targeted questions
- Show them why and how you can help them
A free demo goes a long way in clarifying the customer’s doubts and building trust
Bonus Strategy: Write a Column
Writing a column for well-known publications that share your target audience is a great way to drive traffic to your website and generate brand recognition.
Josh Steimle for example writes for publications like Forbes which has served to provide great leads for his business.
This tactic, which is also known as guest posting, can also help you develop partnerships with businesses and website owners that share your target market.
To succeed with this strategy, Copyblogger recommends that you:
- Focus on the needs of the editor and column you intend to write for
- Create amazing content
- Become a go-to resource
- Don’t be overly promotional – focus on providing value
Here’s another interesting article you can refer to.
In order to adapt to industry changes, drive growth for your agency, generate qualified leads, and increase your revenue, Digital Agency Network shares 14 tips for an effective digital marketing agency growth.
Armed with the powerful marketing strategies outlined above, you should have plenty of ammunition to maximize the ROI of your next marketing campaign.
Get started. Focus on the numbers. Maximize your marketing ROI.
Use this simple 3-step plan to transform your business.
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