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Secrets to Successful Marketing Strategy Execution for Small Business Owners

by | Business Growth Tips Blog, General, Success Mindset

Small business owners often struggle to find the best marketing strategy that fits their budget. Here is a look at some of the greatest tips for getting the most bang from your marketing budgeting.

 

Whether you’re a B2B, B2C or expert firm, you’ll walk away with enough secrets to successful marketing to add new leads and find loyal customers.

How Do You Successfully Market a Small Business?

Small and medium enterprises in the United States spend marketing dollars directly based on a business owner’s decisions. Smaller businesses might find it wiser to focus on local clients first. According to Statista, companies spend around $173.3 million per year on local advertising. They split the rest between TV, radio, digital and events.

 

Successful marketing strategy execution often starts with an overarching goal. Small business owners find a top-of-mind awareness (TOMA) strategy works well to build brand awareness and develop a loyal customer base. Over time, you’ll gain referrals from your current clients.

 

What are some of the top secrets to successful marketing campaigns? Here are our top suggestions for small business owners.

1. Learn From Your Customers

Get to know your audience and what their needs are. The better you understand your buyers, the easier it will be to meet their needs. You can survey them, pay attention to buying trends and ask what you can do to improve their experience.

 

With your TOMA marketing strategy, you’ll want to take actions such as:

 

  • Call those who buy from you repeatedly and ask why they chose your brand in the first place. 
  • Inquire about how you can help them refer more friends and family. For example, can you offer any materials that would be of help? Reward them when they do refer new customers.
  • Survey your customers after a successful campaign. Find out why they chose to buy and if they have other needs. When you understand their pain points, developing the relationship you need to keep your brand at the top of their thoughts becomes much easier.

 

Pay close attention to any negative comments or complaints. How can you fix the issue for that customer and prevent it on future orders?

2. Use New Technology to Manage Clients

You don’t have to track every little detail of your clients’ needs. Instead, invest in technology that handles customer relationship management. Regular emails from you can keep you at the forefront of their thoughts.

 

  • Try to automate functions such as sending out emails when new products arrive they might be interested in.
  • Send a birthday greeting to let them know you enjoy their business.
  • Offer discounts when sales slow down to clear out old merchandise and make way for new.

 

The happier your clients are, the more you can use their reviews and testimonials in your marketing campaigns.

3. Promote Yourself

Put yourself in the shoes of the average person visiting your site for the first time. If you’re a newer business, they’ve likely not heard of you and don’t know if they should buy. However, they’ll feel more comfortable trying out your product if you stand behind your work.

 

People often have to hear of you several times before remembering the brand name and messaging. How can you promote yourself consistently and frequently for your TOMA approach?

 

  • Create a social media persona matching your brand personality.
  • Post frequently and predictably at the same time of day and on the same weekdays.
  • Enlist the help of others to get your name out there. Ask customers to share your social media posts or forward your newsletter.
  • Pay for ads to get in front of the same people repeatedly.

 

Feature glowing feedback from customers and highlight how much you believe in what you offer. Do you feel your product or service is the best in the industry? Thinking about your unique value proposition and using it in your marketing can help gain new clients’ trust.

4. Send Welcome Emails

You likely already know email marketing can be highly effective at attracting and keeping customers. However, did you know that welcome emails have a 91.43% open rate and offer an opportunity to highlight your brand personality?

 

How can you enhance your brand awareness via emails?

 

  • Stick with brand guidelines, using your logo and brand color palette for instant recognition.
  • Make calls to action (CTAs) look the same as the ones on your website so people know to look for a particular pop of color.
  • Create great subject lines that tell users exactly what they’ll get when they open the email.

 

You can also track how well an email performs by seeing how many opens you get and who clicks through to your offer.

5. Use SMS 

Short message service (SMS) is an excellent way to add personal touches to messages you send. You might use it for customer service issues and to problem solve. There are also many ways to connect with your clients through small positive messages.

 

  • Circulate an offer, discount code or just share news. 
  • Add links to orders or short surveys.
  • Send a happy thought just to let customers know you are thinking of them and care about more than just making a sale. 
  • Thank them for an order or update them on the status of one. 

 

Many businesses have found great success with this marketing strategy. 98% of people will open your message, which is why thousands have used texting to drive customer retention.

6. Set Clear Employee Expectations

As your company’s leader, you must train your employees in the customer service model you want to exude. Make sure everyone understands your expectations and their role in the buyer’s journey.

 

  • Write out what your company policies and philosophies are.
  • Encourage employees to tell others why it’s a great place to work.
  • Feature your top staff members. Put a face to the workers for better brand awareness.

 

At the same time, you don’t want to create an atmosphere where people say, “That’s not in my job description.” Set the example by jumping in and helping when someone feels overwhelmed or has a tight deadline. If your employees see you taking the lead and helping others, they’ll be more likely to embrace the same spirit with their work.

7. Watch Trends

Pay attention to what kids are into and how other businesses in your industry market to their customer bases.

 

When apps like TikTok first arrived on the scene, mainly preteens used it to repeat dances and popular songs. Today, companies worldwide use them to reach new customers via fun marketing videos. 

 

Stay on top of what your competitors are doing.

 

  • Study their social media presence. What kinds of posts do they schedule? How often do they post? Do they use paid ads?
  • Why do people know their name? Do they do a lot of radio interviews? Perhaps they sponsor local groups and have a strong presence in your community.
  • Study their name versus yours. Is their business moniker more memorable or more applicable to the industry? 

 

Take a step back and rethink your brand image. Don’t be afraid to rebrand if necessary or to tweak colors and messaging until you hit what keeps your brand at the forefront.

Why Should You Change Up Your Marketing?

Embracing new trends and paying attention to what works for the competition are the secrets to successful marketing. You may not have time to woo people one-on-one, but you can automate relationship management and invest in social media marketing.

 

If you fail to step up and try new things, you risk growing stale and your customers getting bored with your brand. You only have time and effort to spend. If something doesn’t work, replace it with a new idea.

 

If you choose to focus on a top-of-mind awareness strategy as outlined above, run everything through the filter of how it will impact brand recognition and keep your audience engaged.

 

Which one of these list items would you like to implement today to find your successful marketing strategy?

Eleanor Hecks
Eleanor Hecks is the founder and managing editor of Designerly Magazine. She’s also a web design consultant with a focus on customer experience and user interface. She lives in Philadelphia with her husband and dogs, Bear and Lucy. Connect with her about marketing, design and/or tea on LinkedIn!

Top 3 Methods That’s Helping Entrepreneurs Become Better Marketers

by | Leads, Management-Leadership, Success Mindset

Whether you’re a chiropractor, own a SaaS company, or run a law firm, B2B and B2C companies vary widely in their business models. Yet, the things they have in common are the desire to generate leads and drive business growth.

 

Though achieving these goals through marketing can be time-consuming, this article will present the top growth methods for successful marketing execution. Here you will learn how to accomplish three ways to help you become a better marketer:

 

  • Create multifaceted content
  • Build customer relationships
  • Adapt to new tools

 

Plus, you’ll know how to implement each method by utilizing the top tactics below. Here are the top three approaches you should consider implementing today.

Creating Multifaceted Content

 

content methodContent marketing isn’t just for B2C brands. B2B companies are also making a significant jump in this marketing realm by creating a strategic content marketing strategy.

Yet, when it comes to helping entrepreneurs become better marketers, they must focus on creating content for more than one channel. This approach uses well-rounded subject matter to attract new leads and convert prospects by focusing on audience pain points in different areas of the internet.

 

Here are a few tips to help you implement a multifaceted content strategy.

1. Create Buyer Personas

When developing different content, understanding who the content is reaching is important. You should have a clearly defined audience, known as a buyer persona. 

A buyer persona gives you a picture of an ideal customer. The details of a buyer persona include demographics such as age, income, location, etc. In addition, you should describe the buyer’s personality, interests, goals, wants, and needs. 

2. Align Content to the Sales Funnel

Once you create your buyer personas, you can add an extra layer to your content marketing strategy by mapping the buyer’s journey. In essence, it helps to create “evergreen” content that addresses customer issues at each stage of the sales funnel.

 

A sales funnel’s purpose is to nurture the prospects at each stage, helping them move closer to sales. The process works like this:

  • Awareness: This is the top of the funnel where prospects are looking for information to help them articulate their problem. Content at this stage should focus on the buyer’s pain points rather than the product or service. Examples include informative blogs, ebooks, guides, infographics, etc.
  • Consideration: The buyer at this stage understands their problem and is now ready to find solutions. Consider creating content focusing on specific solutions to solve the buyer’s problem. Examples include webinars, product features, and comparison blogs.
  • Decision: The buyer is ready to compile a list of solutions. You can create brand-specific content at this point, focusing on the benefits of your company’s offerings. Examples include case studies, reviews, and demos.

 

3. Measure Return on Investment

Once you start creating content to maximize traffic and convert leads, you must understand the results of your content marketing campaigns by analyzing data. Based on your goals and timelines, consider using metrics to measure your results, including:

  • Total leads such as email subscribers, purchases, and free-trial sign-ups.
  • Total impressions from Google Analytics.
  • Traffic from the content you publish.
  • Changes in bounce rates.

Once you analyze your results, you can use this information to maximize future content marketing strategies for success.

Establish Customer Relationships

One method of helping entrepreneurs become better marketers is forming organic relationships with customers. Customers are savvier than ever and don’t want you to bombard them with sales pitches or advertisements. 

Instead, they prefer to get to know you first. That way, you understand them better and can create products that cater to their needs. One way you can start building customer relationships is through social media.

You can use social media to post customer reviews or user-generated content to attract new buyers and increase your customer base. Engaging prospects and providing valuable content your customers find share-worthy across various platforms is also useful. Additionally, you can gain regular feedback and distribute content that fosters engagement and drives website traffic.

Here are some tips to help you get started on social media and form relationships.

1. Choose the Right Platforms

Not all social networking sites were created equal. That’s why it’s important to consider which platforms you’ll use for your business carefully. The best way to decide is to look at your target audience’s demographics and determine where they spend their time on social media. 

B2B businesses mostly rely on LinkedIn or Facebook to reach their target audience. For example, a broker might be interested in connecting with users to gain qualified leads for buyers interested in purchasing a home. Meanwhile, B2C companies might use Instagram or TikTok to engage users since their target audiences are mainly on these platforms. 

2. Think Creatively

Avoid being afraid to create fun content. Social media is a place to develop personal connections. So whether you’re a B2B or B2B brand, it’s important to show the human who’s behind the other side of that screen. 

Consider putting yourself in your audience’s shoes and what they might find interesting. How can you mix intriguing and easy information for your audience to consume? 

Making an additional effort like this can help you connect with your audience and stand out from the competition.

Adapt to New Tools

Marketing is constantly evolving. There will always be new trends and directions to explore. While it’s not necessary to master all things at once, you can still become a specialist in an area or possess multiple technologies.

One example is discovering how to make video content for marketing.

Video content is one of the most powerful tools for marketing today. Hubspot Blog Research found that 88% of B2B and B2C brands have an entire team dedicated to creating video content. 

Yet, why is video such a staple of marketing? It helps raise brand awareness, increase revenue and advertise products. 

 

If you’re considering going in a new direction with video, here are some tips to help you get started.

1. Focus on Stories Instead of Sales

If you want more people to watch your videos, create value for them instead of focusing on your brand. The best video content shares stories that connect with the viewer’s emotions. 

For example, suppose you’re a doctor specializing in sports medicine. In that case, you could tell a story about how your business changes clients’ lives. Essentially, you can develop a story about how you’re making a difference in your community. 

2. Be Strategic in the First Few Seconds

Attention spans are short these days. Therefore, a successful video provides clarity and gives viewers confidence that what they’re watching is worth their time.

Consider grabbing attention with a hook, such as a quick preview of what’s coming in the video. You can also attract more viewers by creating a high-quality thumbnail. The best thumbnails are clear and begin to tell viewers what they’ll gain from watching your content.

3. Create a Call to Action

Always include a call to action that aligns with your marketing goals. Do you want them to visit your website or share the video on social media? 

You can easily instruct your viewers to take action by asking them in the video through someone speaking or using text.

Either way, adding a call to action is easy and can create results you wouldn’t have without one.

Use These Top Methods to Become a Better Marketer

You can ultimately reach your business goals using these methods to become a better marketer. Without these strategies, you won’t be able to collectively produce results such as obtaining leads, increasing revenue, and scaling your business growth.

The marketing space is crowded. Therefore, these tactics will allow you to distinguish yourself from those with similar offerings.

 

What other methods can you share that have helped you to become a better marketer?

Eleanor Hecks is the founder and managing editor of Designerly Magazine.

She’s also a web design consultant with a focus on customer experience and

user interface. She lives in Philadelphia with her husband and dogs, Bear and

Lucy. Connect with her about marketing, design, and/or tea on LinkedIn!

 

Secrets to Successful Marketing Strategy Execution for Small Business Owners

by | Attract More Customers, Business Growth Tips Blog, General, Leads, Marketing and Sales Blog Posts, Success Mindset

 

Small business owners often struggle to find the best marketing strategy that fits their budget. Here is a look at some of the greatest tips for getting the most bang from your marketing budgeting.

 

Whether you’re a B2B, B2C or expert firm, you’ll walk away with enough secrets to successful marketing to add new leads and find loyal customers.

 

How Do You Successfully Market a Small Business?

 

Small and medium enterprises in the United States spend marketing dollars directly based on a business owner’s decisions. Smaller businesses might find it wiser to focus on local clients first. According to Statista, companies spend around $173.3 million per year on local advertising. They split the rest between TV, radio, digital, and events.

Successful marketing strategy execution often starts with an overarching goal. Small business owners find a top-of-mind awareness (TOMA) strategy works well to build brand awareness and develop a loyal customer base. Over time, you’ll gain referrals from your current clients.

What are some of the top secrets to successful marketing campaigns? Here are our top suggestions for small business owners.

 

 

1. Learn From Your Customers

 

Get to know your audience and what their needs are. The better you understand your buyers, the easier it will be to meet their needs. You can survey them, pay attention to buying trends and ask what you can do to improve their experience.

 

With your TOMA marketing strategy, you’ll want to take actions such as:

  • Call those who buy from you repeatedly and ask why they chose your brand in the first place. 
  • Inquire about how you can help them refer more friends and family. For example, can you offer any materials that would be of help? Reward them when they do refer new customers.
  • Survey your customers after a successful campaign. Find out why they chose to buy and if they have other needs. When you understand their pain points, developing the relationship you need to keep your brand at the top of their thoughts becomes much easier.

Pay close attention to any negative comments or complaints. How can you fix the issue for that customer and prevent it on future orders?

 

 

2. Use New Technology to Manage Clients

 

You don’t have to track every little detail of your client’s needs. Instead, invest in technology that handles customer relationship management. Regular emails from you can keep you at the forefront of their thoughts.

  • Try to automate functions such as sending out emails when new products arrive they might be interested in.
  • Send a birthday greeting to let them know you enjoy their business.
  • Offer discounts when sales slow down to clear out old merchandise and make way for new.

The happier your clients are, the more you can use their reviews and testimonials in your marketing campaigns.

 

 

3. Promote Yourself

 

Put yourself in the shoes of the average person visiting your site for the first time. If you’re a newer business, they’ve likely not heard of you and don’t know if they should buy. However, they’ll feel more comfortable trying out your product if you stand behind your work.

People often have to hear of you several times before remembering the brand name and messaging. How can you promote yourself consistently and frequently for your TOMA approach?

  • Create a social media persona matching your brand personality.
  • Post frequently and predictably at the same time of day and on the same weekdays.
  • Enlist the help of others to get your name out there. Ask customers to share your social media posts or forward your newsletter.
  • Pay for ads to get in front of the same people repeatedly.

Feature glowing feedback from customers and highlight how much you believe in what you offer. Do you feel your product or service is the best in the industry? Thinking about your unique value proposition and using it in your marketing can help gain new clients’ trust.

 

 

4. Send Welcome Emails

 

You likely already know email marketing can be highly effective at attracting and keeping customers. However, did you know that welcome emails have a 91.43% open rate and offer an opportunity to highlight your brand personality?

How can you enhance your brand awareness via emails?

  • Stick with brand guidelines, using your logo and brand color palette for instant recognition.
  • Make calls to action (CTAs) look the same as the ones on your website so people know to look for a particular pop of color.
  • Create great subject lines that tell users exactly what they’ll get when they open the email.

You can also track how well an email performs by seeing how many opens you get and who clicks through to your offer.

 

 

5. Use SMS 

 

Short message service (SMS) is an excellent way to add personal touches to messages you send. You might use it for customer service issues and to problem solve. There are also many ways to connect with your clients through small positive messages.

  • Circulate an offer, discount code, or just share news. 
  • Add links to orders or short surveys.
  • Send a happy thought just to let customers know you are thinking of them and care about more than just making a sale. 
  • Thank them for an order or update them on the status of one. 

Many businesses have found great success with this marketing strategy. 98% of people will open your message, which is why thousands have used texting to drive customer retention.

 

 

6. Set Clear Employee Expectations

 

As your company’s leader, you must train your employees in the customer service model you want to exude. Make sure everyone understands your expectations and their role in the buyer’s journey.

  • Write out what your company policies and philosophies are.
  • Encourage employees to tell others why it’s a great place to work.
  • Feature your top staff members. Put a face on the workers for better brand awareness.

At the same time, you don’t want to create an atmosphere where people say, “That’s not in my job description.” Set the example by jumping in and helping when someone feels overwhelmed or has a tight deadline. If your employees see you taking the lead and helping others, they’ll be more likely to embrace the same spirit with their work.

 

 

7. Watch Trends

 

Pay attention to what kids are into and how other businesses in your industry market to their customer bases.

When apps like TikTok first arrived on the scene, mainly preteens used it to repeat dances and popular songs. Today, companies worldwide use them to reach new customers via fun marketing videos. 

 

Stay on top of what your competitors are doing.

  • Study their social media presence. What kinds of posts do they schedule? How often do they post? Do they use paid ads?
  • Why do people know their names? Do they do a lot of radio interviews? Perhaps they sponsor local groups and have a strong presence in your community.
  • Study their name versus yours. Is their business moniker more memorable or more applicable to the industry? 

 

Take a step back and rethink your brand image. Don’t be afraid to rebrand if necessary or to tweak colors and messaging until you hit what keeps your brand at the forefront.

 

 

Why Should You Change Up Your Marketing?

 

Embracing new trends and paying attention to what works for the competition are the secrets to successful marketing. You may not have time to woo people one-on-one, but you can automate relationship management and invest in social media marketing.

If you fail to step up and try new things, you risk growing stale and your customers getting bored with your brand. You only have time and effort to spend. If something doesn’t work, replace it with a new idea.

If you choose to focus on a top-of-mind awareness strategy as outlined above, run everything through the filter of how it will impact brand recognition and keep your audience engaged.

 

Which one of these list items would you like to implement today to find your successful marketing strategy?

 

Eleanor Hecks

 

 

 

Eleanor Hecks is the founder and managing editor of Designerly Magazine. She’s also a web design consultant with a focus on customer experience and user interface. She lives in Philadelphia with her husband and dogs, Bear and Lucy. Connect with her about marketing, design, and/or tea on LinkedIn!