Businesses large and small face similar challenges when it comes to marketing. You need to solidify exactly what your company’s message is, as well as who your audience for that message is. One you have the ‘who’ and ‘what’ figured out, you then have the hardest task to tackle: how to reach your audience.
The question of how to get your message across to your intended audience has numerous challenges too. There are so many different marketing channels and routes you could take, but each one takes up time and resources, not to mention money. Depending on your audience depends on whether or not one route will be more effective than another.
For those who don’t have the time or budget to draw on every available marketing option, there are a few key areas of focus.
Build a brilliant website
It’s rare for a company to not have a digital presence these days. At the very least, most firms will have their own website, even if they aren’t active on other digital channels such as social media. But according to the Telegraph, millions of small businesses still don’t have a website.
Even if you are a small, local business, an online presence is so important to boosting your visibility, with 94 per cent of internet users searching online to discover local businesses. People like to check out services and goods online, even if they plan to visit the physical store to purchase, as well as gleaning more information about a brand, its values, and any reviews. It’s a must-have in this digital age, and no matter how small your company is, a website really isn’t optional for success.
If you already have a website, consider whether or not it is working hard enough and presenting the right information. A good website should:
- Reflect the brand
- Have clear, consistent calls to action
- Display products and services
- Be easy to navigate
Including keywords that apply to your company is also effective, as this lets you appear in relevant Google searches.
Have you ever used Google AdWords? Through AdWords, you can display text adverts that will show up on Google’s search result pages for relevant searches. For example, if you run a cleaning company, an advert for your company would show up when someone searches for ‘cleaning company’ on Google. Plus, you only pay when they click on the advert!
Traditional PR is still a viable tactic, and the local press is a fantastic resource for companies of all sizes. They can help you gain both print and online coverage! Consider sending them positive news, such as events, impacts your company is having on the local area, recruitment drives, and the like. For more industry-specific news and announcements, send articles out to industry-specific publications.
To give your press release the best chance of being picked up, make sure to cover the basics:
- Include and answer the five w-questions —who, what, when, where, and why.
- If it’s an event, be sure to include the time and place!
- A quote from high-profile staff at your company.
- Contact details for the journalist, in case they want to get in touch for more information.
If you’re a B2C organisation, social media can be a game changer for your business. Make sure you have an account on any relevant social media platform, and add any relevant branding and images. Maintain an active presence, with a content calendar to help make sure posts are being published regularly. Facebook is particularly good as you can target people with interests that match your company’s focus.