The hack's five-step guide to marketing a small business

Neha Kale
@neha_kale

Few business adages make as little sense as “If you build it they will come”. The ability to cultivate a marketing mix that resonates with your customers and drives loyalty and repeat business is often intrinsic to your survival.

However, the explosion of new channels has created new challenges when it comes to creating a marketing strategy that reaps results. Here’s ShortPress’ five-step guide to marketing your small business.

Be strategic about your social media presence

The rise of social media might have made it easier than ever to connect with customers, but it’s dangerous to do this without a plan. Choosing the channels that are most likely to resonate with your customer base and engaging with your customers on a real-time basis is much more effective than attempting to be everywhere at once.

Grow your network

Traditional networking can sometimes feel old-fashioned, but making connections beyond your computer screen can create real benefits for your brand. Whether it’s attending conferences, meet-ups or professional events or simply taking a fellow business owner out for a coffee, networking can drive brand awareness while opening the door to referrals and word-of-mouth marketing.

The rise of social media might have made it easier than ever to connect with customers but it’s dangerous to do this without a plan

Put blogging high on your agenda

It’s no secret that blogs are a powerful, cost-effective marketing tool

Maintaining a blog that provides relevant content to your audience can fuel customer relationships and conversions as well as a community around your brand.

But it’s important to commit to a regular schedule, produce quality content and ensure that your posts are being read. If you’re blogging sporadically or overlooking quality issues, it can impact your business’ credibility.

Send a weekly email newsletter

Building a mailing list of your regular customers and sending an email featuring updates and promotions is a powerful marketing tactic if you take the time to get it right. Although email marketing software such as MailChimp and Freshmail has made creating campaigns simple, including content that offers value to your customers, writing a compelling subject line and incorporating an unsubscribe option can help improve engagement.

Maintaining a blog that provides relevant content to your audience can fuel customer relationships and conversions as well as a community around your brand.

Speak at industry events

Volunteering to speak at industry events and conferences can allow you to communicate with your audience directly and position you as a thought leader – a result that can work magic for your brand. Positioning yourself as an authority can boost your profile and drive recommendations and referrals.

From ramping up your networking efforts to creating an email campaign to speaking at industry events, committing to a strong mix of marketing strategies can deliver big results for your business.

Neha Kale

Neha Kale is a freelance writer and editor who covers business, technology, arts and culture for publications in Australia and overseas.

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