A guide to marketing your small business

Marketing is constantly evolving, and small business owners must stay on top of the trends to stand out from the competition. But getting started is challenging — you’ll likely have a limited marketing budget, meaning you have to be extra careful in choosing strategies to use. 

Small businesses don’t need a huge marketing budget or large marketing team to get the word out. The key is promoting in platforms where your customers are present. 

In this guide, we’ll show you some of the most tried-and-tested marketing strategies that any small business can adapt. Pick one or two of these strategies and fine-tune them to better highlight your business and engage with your target audience.

1. SMS marketing

Also known as text message marketing, SMS marketing has become one of the most prevalent marketing channels used across different industries. There are more than 7 billion mobile users worldwide, meaning this channel enables any business to reach any audience. 

Using one of the best SMS API platforms, Plivo, makes it easier for your business to implement an effective SMS marketing strategy. With these platforms, you can automate sending and receiving SMS messages, enabling your staff to save time and effort. 

Your SMS marketing strategy will reap better results if you observe the following:

• Always ask permission from customers before adding them to your SMS list.
• Keep your messages short and concise. 
• Send SMS during regular business hours only. 

2. Social media marketing

When done properly, social media marketing can provide infinite opportunities to small businesses. You can market your business by working with influencers, launching paid ads, or selling directly through these platforms. 

Since there are too many tactics to choose from, narrowing down options can be challenging. You need to avoid the shiny object syndrome to succeed with this marketing strategy. It’s best if you focus on implementing two tactics first. 

For instance, you can experiment with Instagram influencers and Facebook ads and improve your strategies as you go along. Avoid jumping ship if it doesn’t go according to plan; social media marketing requires time and consistency.

Regardless of the tactics you decide to implement, remember to follow these tips:

• Go beyond demographics when defining your target audience and include researching their pain points and motivations.
• Schedule your content in advance.
• Use social media as a channel to provide exceptional customer service and listen to your customers’ feedback. 

3. Content marketing

In 1996, Bill Gates wrote an essay, “Content is King,” and suggested that content would make the most money on the Internet — and after 25 years, this remains true.

Content marketing is one of the most effective marketing strategies small businesses can use because it helps gain customer trust, develop relationships, and generate leads. Using high-quality content also encourages customer loyalty and raises brand awareness.

Content comes in many different forms, so make sure to remain focused and stick to your initial strategy. For example, if you want to utilize Search Engine Optimization or SEO, prepare to spend at least nine months doing blog writing, guest blogging, and link building.

Some of the best practices for content marketing are:

• Create compelling content by determining what type of content your customers would like to see and choosing topics related to your industry.
• Always personalize your content.
• Diversify your content to keep things fresh and invite customers to keep coming back.

4. Email marketing

Contrary to popular belief, the use of emails isn’t dead. Email marketing remains relevant in today’s tech-driven society as it allows businesses to stay in touch with customers and buyers to learn about the latest promos from their favorite brands. 

There are 4 billion email users worldwide, and businesses that aren’t using this platform could lose the opportunity to convert that number of individuals into paying customers. Additionally, email has become the go-to form of digital identification used when logging into bank accounts and social media platforms. 

Your email marketing strategy is guaranteed to drive results once you embrace the following:

• Include your logo.
• Write subject lines that evoke interest and excitement.
• Start with a personalized email greeting. 

Choose wisely 

There are plenty of marketing strategies to choose from, but this doesn’t mean you have to use all of them at once. Throwing things at the marketing wall to see what sticks puts your resources down the drain. 

Instead, pick marketing strategies that appeal to your target audience and use them to offer solutions. Customers will choose your business when your marketing strategy communicates why your products and services are the best solutions to their problems.