To ensure your marketing is planned and aimed at your target audience without going off track it is important to set goals and direction. Set SMART Marketing Goals, Create a general marketing calendar and a Social Media/ Blog content calendar.
Use integrated marketing
There’s no single, failsafe approach to marketing, so vary your tactics. Your customers may tune out after a while if you only use one marketing method. So, think of different ways to communicate with potential customers – classified ads, leaflets, social media, sales letters, etc.
Build a network with online influencers in your industry
Building a strong online network should be the foundation of any free marketing strategy. Having other people share your brand simply because they want to, is an incredibly powerful thing.
Grow Your Email & Lead List
You don’t yet have a list of subscribers; you can start building one by utilising a landing page or set of opt-in forms on your website. Offer potential subscribers an incentive for signing up – contests are a great way to collect Email addresses!
Aim to turn a one-off customer into a loyal repeat customer, by ensuring they remember you. To do this you need to give them gentle reminders of why they might need you, without bombarding them. Achieve this by using social media such as Facebook or Twitter (e.g. create a Facebook business page offering interesting content, discounts, offers, etc) and by using email marketing (e.g. ask customers to sign up to receive your e-newsletter).
Use a content calendar to schedule and track the performance of your posts across the platforms. Keep track with analytics.
Publish Industry Specific Content Regularly
This goes hand in hand with networking and social media. A great way to get your name out there without having to spend any money is by publishing great content on a regular basis. The things you write should cover topics that are in your general niche, but you really can write about just about anything. You don’t need to be a master to start blogging, just make sure the content that you post is relevant to your potential customers.
Use mail-outs Get a professional-looking brochure, advert or flyer printed up and make sure you enclose it in all your outgoing mail. This way you save on postage, as you were posting something anyway, and it means potential customers will have something tangible they can refer back to in the future, even if they don’t need it right now.
Send newsletters – E-shot
Finding new customers is great, but what about keeping existing customers? Use newsletters to focus your marketing on past customers. If printed newsletters are too expensive, consider an e-mail newsletter sent to people who subscribe at your website.
Send a second offer to your customers immediately after a purchase
If your customer has just purchased an item/service from you, seize the moment and send them a note (a letter or email) thanking them for their business and informing them that they can take advantage of a special discount on their next purchase. Remember to include an expiration date so that they act sooner rather than later. Ensures customer loyalty.
Utilise free advertising
A blog is a great, low-cost way of engaging with existing clients, as well as attracting new ones. Make sure you update it regularly with relevant content, to keep your subscribers.
Leverage other bigger audiences with guest posting
In addition to doing your own blogging, it’s also a good idea to reach out to fellow bloggers who are in your respective industry. Offer to write a few guest posts and be sure to include a link to your own site. Alternatively, extend the offer for fellow bloggers to write guest pieces on your blog, as well. Guest blogging gives you the chance to share your brand with someone else’s customers.
Sometimes the easiest way to get your name out there is by starting local. Utilise your friends and family! Ask them to share your brand with all of their friends and families. Make a few posts on your local social community and discussions forum. Place a free ad in your local newspaper or a local magazine. Get involved with a like-minded Meet up group and share your start-up with them.
Send out press releases
Make the most of your local newspapers by sending out a well-written press release. A new business launch, a new contract, the creation of extra jobs, an open day/seminar, all make for interesting local news stories. Local press coverage is valuable because you’re targeting potential customers who live nearby, and of course, it’s free.
Send a small ad on a postcard
Get a postcard printed up and send it to prospects in your target market. People are more likely to read a postcard if the message is brief. A small ad on a postcard can drive a high volume of traffic to your website and create extra sales leads for a relatively small cost
Update your website
Take a fresh look at your website – could it do with an update? Your website acts as free advertising for your business, so make sure it looks the best it can. Your site should be focused, and simple to navigate, with great content. Ensure your web copy is free from spelling and grammatical errors, that it conveys the message you wish to get across to your visitors and that it does so in a compelling way.
Ensure you promote the rest of your products/services to your existing client base with a flyer detailing your portfolio. Send it with the delivery of their order/service.
Website Organic SEO
Utilise Google to update your business profile so the website is easily searchable. Use organic tactics to improve website search. Monitor Google Analytics to improve website views.
You should also consider speaking publicly about what you have to offer. You can speak to local Chambers of Commerce, rotary clubs, other professional organisations, meet up groups, etc. This is a great way to help show others that you are considered to be an expert in your field and to get your name out there with a community of people who have common interests. Have your talks recorded so that you can re-use them online.
Leadfeeder shows you the companies visiting your website, how they found you and what they’re interested in.
Website Lead Forms
Ensure website has lead forms as well as useful downloads. Always encourage signups in return for information. Tips, consultation, whitepaper.
Make prospecting for your sales team easy, by creating professional sales information, either digital or presented/printed to showcase your company.
Hopefully the list has given you some ideas to take your business to the next level. Start with the low hanging fruit. Execute the marketing that is easier for you to complete and go from there.
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