Effectively marketing a small business can be a difficult undertaking. No matter how sorely needed your enterprise’s products and/or services are, getting the word out is essential to any business’s continued existence. So, if your marketing efforts leave a lot to be desired, there’s no time like the present to pull yourself out of this promotional rut. The sooner you work out the kinks in your marketing strategy, the sooner you can see an increase in new business. Small business owners who want to break free of ineffective promotional endeavors should consider the following tips.
Enlist the Aid of Marketing Experts
If you and your team have little to no experience in marketing, it’s hardly surprising that your promotional endeavors have proven ineffective. Since marketing your brand is too important a task to leave in inexperienced hands, it’s in your best interest to enlist the aid of seasoned experts. Getting in touch with companies and individual consultants that are well-versed in digital promotion and other crucial forms of modern-day marketing can be a boon to your efforts.
Furthermore, if your business provides a very specific type of product or service, it’s a good idea to look for companies with ample experience marketing such products and/or services. For example, if your business deals with cannabis or cannabis-adjacent products, reach out to a company that does a fair amount of weed and CBD promotion. Working with a company like this can help provide you with a solid understanding of cannabis consumer demographics, which can help color your marketing strategies for the foreseeable future.
Determine Which Outlets Are Best-Suited to Your Target Audience
Before deciding which promotional outlets you’d like to dedicate your resources to, you’ll need to identify which outlets are most likely to connect with your target audience. For instance, if you’re trying to reach a young, tech-savvy demographic, focusing your efforts on search engine marketing and social media promotion can pay off in a big way. Conversely, if your target demo skews older, traditional forms of promotion may prove most effective. Purchasing ad spots on local television stations, radio outlets and print publications can help you spread the word to audiences who use the internet casually – or not at all.
This is another area in which the right marketing company can prove tremendously helpful. Not only will they help you identify which demo(s) you should be trying to reach, they’ll also advise you on the best methods for doing so.
Optimize Your Website for Mobile Devices
If you haven’t optimized your business’s website for mobile devices, you’re essentially leaving money on the table. So, if neither you nor any of your team members are well-versed in web design, enlist the services of a skilled web designer. The right person should be able to update your site and optimize it for smartphones and other mobile devices in a timely manner. With the majority of web traffic now coming from mobile devices, you can’t afford to be left behind. If your site is unable to function properly on mobile devices, the vast majority of prospective patrons will have no qualms about taking their business elsewhere.
Grab the Attention of Search Engines
In addition to optimizing your website for mobile devices, you should tailor your web content to grab the attention of Google and other prominent search engines. For starters, make a point of updating your site at least once a week. This update can take the form of a blog post, feature article or any other type of popular web content. Secondly, organically plug relevant keywords into your tags and content. For example, if you’re promoting a dispensary in Tacoma, WA, text like “best dispensary in Tacoma” and “Tacoma dispensaries” can help connect you with the audience you wish to reach.
Marketing choices can be vitally important to a small business’s long-term viability. Unfortunately, many first-time business owners have a tendency to sink promotional resources into endeavors that are ineffective and poorly-suited to their respective brands. Luckily, pulling your business out of a marketing funk doesn’t have to be a relentlessly difficult undertaking. With the previously discussed pointers at your disposal, you can get your marketing endeavors back on track and develop strategies that breed success.