Marketing tips for small business
We always try to advise our clients on the best way to do things. So here are some Marketing tips for small business that will help you with some clarity of what to do.
What you should be doing to get through this economic crisis.
We are all being affected by the current pandemic. Business may be slowing down and who knows what is ahead. But here is one thing I do know! We need to be prepared for what happens at the other end. This crisis will end because we all know that Australians will get through anything that the world will throw at us. It’s just who we are. So, what you do right now will determine what happens to your business when things start getting back to normal.
Here’s what you should be doing.
Don’t stop your marketing Activities
If you are still running your business and are still doing some marketing do not stop it! When it’s all over the last thing you want to be doing is having to start it all up again from scratch. You have been doing a lot of hard work to get customers to notice you and be at the forefront of their purchasing minds don’t let it go!
Increase what you are doing online
If you are still putting things online this is the time to increase what you are doing. As people work from home, we have noticed that more people are posting things online. So, if your message pre-crisis was getting say 20% of the views it now will most likely go down to 10%. This is because there is simply more things being posted and are now cluttering up everyone’s feed. If you were doing say 2 posts a week you now need to increase this to one every day even more.
Hit it hard!
A lot of people think that they are annoying people by what and how much their business posts online. You are not! I repeat you are not annoying anyone! What you are doing is increasing your chances of being seen. If your friend says “gees you post too much” just take them as a friend and not a potential buyer. A potential buyer needs to see your business through the clutter of everything else. The way to get through that clutter is by relevance, consistency, and now volume.
Start some activities
If you aren’t doing any marketing, you need to start it now. I’m not talking advertising that costs too much and things may be tight. I’m talking about being on social media and getting your business in front of potential customers. People need to be aware of you for when they are ready to buy.
By following these simple steps, you will ensure that your potential to getting noticed will increase. And you want to be in the forefront of people’s minds when they are ready to buy!
So, in summary here’s my suggestion. Increase your activity to get more business now and when the crisis is over. There is no point in being subtle and waiting for the customers to come to you and the end of it all. The more active you are the more people see your product. That means:
- More posts online
- More content to give your potential audience help
- Start to get noticed
Good luck with all of your endeavours keep safe and let’s build Australia again!
Are you updating your website?
Updating your website for plugins and themes is one of the most important things you can do. There are some bad people out there that will if given the chance, take advantage of businesses who are relaxed when looking after site security.
I recently took a call from an old customer that said he had lost his email and website. I investigated the situation and we found that a hacker had gotten into the backend of his website and was sending spam emails via his contact page. Luckily, we fixed the issue and updated his security, to get him back up and running. So, here are some things you must do:
- Regularly check your website for any updates or changes
- Update all plugins (on WordPress sites)
- Add a Captcha security checkbox to all of your forms
If you are not sure what to do, contact me and I will set you on the right path.
How do you write a good content story?
It is quite simple. You start with a problem your customers or potential customers may face. Then you solve that problem. If you are helping them out and if you are true to what you say they will trust you. This even works with website optimisation (or being found on Google). People will search for that problem, if you answer it then google will put you with a higher ranking.
As I have always said. If you can solve someone’s problem by what you do, then someone will use your product or service.
How often should you blog or post?
This is always a hard question to answer. But here are some things to consider:
- Your Audience. What does your audience want? It all depends on them. If you are targeting people who want to go to your restaurant, you might want to blog or post often but keep them short. If you write very technical blogs for a more thought out purchase, you could write less often because there is a lot to digest in them.
- Be consistent. Don’t do it all at once or you will burn out.
- Plan. Having a content calendar means you don’t need inspiration every time you sit down to write content. It also encourages you to create the content because you have it in the diary.
- Inspiration. Just start writing! And keep writing until you have a blog. Then leave it, come back to it and edit it.
Communicate with your customers
A lot of small business think that they if they send an email to their current or old customers that they are annoying them. We all hate the unsolicited email, right?
But here’s the thing. If you have already had dealings with a customer no matter how long ago it was, then is that unsolicited? I’m not so sure.
If you have had dealings with someone then you are entitled to communicate with them again. It could be as simple as letting them know something is new or changed with the product. So, have a look at your old customer lists and start to think about how you can have some form of meaningful engagement with them. You never know they just might want to talk to you again.
If you’re not measuring your activity how do you know it is the right one?
Marketing can be expensive so if you’re going to commit time and money make sure you can measure the results. Set up ways to track conversions that stem from each marketing activity.
Also, try different things or run multiple types of marketing campaigns. This will allow you to compare marketing activities and see which perform best. Throw out the ones that don’t work and keep those that do.
If you don’t measure what you do how can you know it works?
Are you rushing everything?
A lot of small business want to get that “new idea” done immediately. They see other businesses doing something and think we should be doing that. They then stop everything and start to follow that new idea. The problem with this is that they haven’t considered the impact that it may have on their business and its brand. That “quick idea” could cost them more than they know.
Next time you see a competitor do something, sit down take your time and see if it is the best thing for your business. Things to consider are:
How is that new product offering going to affect or perhaps compromise your existing products?
How is that new approach on social media going to affect the gradual planned building of your following
So, before you run with the next best thing, take the time to work out if what others are doing is the right thing for you. I guarantee you that the competitor you want to follow has already thought about this and that is why it is working.
How fast is your website?
Did you know your website speed influences SEO?
The longer it takes to load your site – especially on mobile – the higher the chance that your conversion will drop. Site speed can affect your SEO in many ways, both directly as well as indirectly. It’s a ranking factor, it reduces bounce rate, it improves user experience in general and a lot more.
A much faster competitor is just a single click away. That means optimizing for speed is one of the most important things you can do right now!
Google has a tool to check how fast your website is . Click here to see how fast your site is!
Simple ways to increase the speed of your website.
Here are a few that you may be able to do yourself.
Use a fast web host
That is the company that is hosting your website. some of the cheaper web hosting services are not able to give you the capacity and speed your website needs. Your web host makes a huge difference.
Optimize your images
If your images are large files they will be slow to lead. You need to reduce the file size of your images that you use on your blog posts and other content, logo files, graphics etc. By reducing the size your website will thank you for it. The best part is that it will not reduce the quality.
On WordPress sites switch off all the plugins you don’t need or use
Are you posting to your customers or yourself?
When posting something on social media most business tend to talk about what they have done and how they did it. This is not the best approach.
People only care about what affects them. Their pain points.
A better approach is to talk about an issue that your customer may be facing. A simple how to do or explanation of how your product has solved a problem. Your problem solving may trigger an interest.
So next time you are posting something think about how it will help a potential customer who may come across your post.
When it comes to responding to negative comments on social media you should always do the following:
- Respond immediately
- Always be polite and apologetic to someone’s complaint
- Never get personal
- Never engage in an argument online
The 3 step rule applies
1. They make a comment
2. You respond by asking them to take it offline (eg by email) to sort the problem out
3. If they want to argue take them off by not responding to them as they are just wanting a fight
Remember when you come across complaints online anything you do will be communicating to someone else who is not in the argument. The wider audience. If you show your business as bad to deal with (regardless of who is right or wrong) others who are looking for reviews will avoid you.
Simple Search Engine Optimisation tips for your website
SEO – That’s being found on Google. Clearly communicate the objective of your website.
Have a call to action. Make it easy to find other pages and information.
Break up big chunks of text. Use images to portray information.
Fully responsive across a wide range of devices.
Keyword friendly URLs help the user understand what the page is about.
Starting your Marketing plan
One of the first steps to starting your Marketing Plan is to ask ‘How are you currently communicating?’
List down all the activities you are doing. Are you advertising in local papers or sites?
What platforms are you on – Facebook, LinkedIn, Twitter, Instagram, others…
For each activity ask yourself why you are doing this? What return are you getting?
What local marketing are you doing? Are you on free sites? They will help with your SEO
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