5 techniques to better marketing for small businesses in 2023

It is 2023, and yet, many small and local businesses are sceptical about investing in marketing. Either a negative experience or lack of know-how hold them back from growing the way they envision.
And hence, we have compiled the top 5 techniques to enhance marketing for small businesses, allowing them to promote themselves the right way in 2023.

Small or local businesses must realise that marketing and advertising are investments. Investments made towards growth. Sales and revenue are the bread and butter of any business, irrespective of the size. And to make sales and generate revenue, a business must be able to reach its audience. This is where your marketing comes into play. Better marketing means better reach. Better reach turns into better conversions. Better conversions mean more sales. And it takes no two guesses to understand what that means – more revenue!

Identify your ideal market

Let us begin with understanding what an ideal market looks like.

It has 3 major components:

1. Demand among customers
2. Healthy competition
3. Great offer

First things first, as a small or local business, you need to understand the customers you are trying to target. Ask yourself if the product or service you are offering is of value to them, and if they even need it. If the answer is YES, you’re off to a good start.

Demand among customers is one of the key aspects to focus on when you begin considering marketing. No matter how great a product or service is, if the consumers do not have the need for it, it won’t sell.

The next thing to consider is the competition in the market. If there is too much competition, it’s a barrier to entry. If there is no competition, that’s bad news too (unless you’re coming up with a completely new invention). It indicates that similar companies do not consider this to be a viable market.
The ideal market will have a healthy competition, indicating the demand of the customers and the supply to fulfil it.

And then comes the offer. When you seriously consider marketing, you have to ensure your offer grabs the attention of the audience. Make your value felt. Do not begin with the ask (or quote the price). To do that, businesses must truly understand what it is that they’re trying to do for their customers. That makes a good offer.

Promote your business online

Going online to promote your business, is not only a smart tactic in the modern age, but also a necessity. One of the first things people tend to do when they come across something new, is search about it online. And the same goes for businesses.

There are several ways to establish your presence online. But the most popular and effective ones in 2023 are:

1. Website – this is one of the primary points of information for anyone enquiring about your business online. It allows you to showcase your products or services, while displaying your expertise and contact options.
2. Search Engine Optimisation (SEO) – aligning your website with relevant keywords that your potential customers could possibly search for, and the ones that match with your business, industry, or expertise. This way, your website ranks higher when someone searches about you. you could get specific and use location keywords to narrow down the search and specifically pin-point your direction, too. SEO has proven to be a powerful tool in bringing views to websites, and shall continue to do so in 2023. Learn the basics and begin applying it to your website, or simply approach a professional to do it for you.
3. Email – this form of online marketing is a double-edged sword. On one hand it can prove to be a gold mine of potential target consumers whose leads have been generated and those who are interested in what you have to offer. On the other, overusing it can lead to spam, which is dangerous for your reputation.
   Find the right way to generate leads to email, and get creative with your email content. Share infographics, or case studies. Anything that gives value to them. Do not just pitch to the audience.
   Emails are a smart way to build awareness, while narrowing down on audience who is more likely to communicate with your brand and turn into an active customer.
4. Social Media – a big competitor to any mainstream mass media, social media is an excellent way to build an audience, generate leads, and target your advertisements towards an intended consumer segment.
5. Advertisements – run advertisements on social media and other platforms which allow paid advertisements. This is an excellent marketing technique to get noticed by your intended consumers. Most platforms that allow paid ads have the options of setting a budget and defining the likes and interests of who views your ads. Adjusting these parameters give you a chance to narrow down on what’s working in your favour and double down on it.
   Apart from online ads, run promotional ads on your website, too. This draws attention of the visitors, who are likely to engage with your ads.

Get in touch with professionals to create your social media strategy.

Connect and collaborate with other local businesses

Local businesses in your industry, or ones that complement your products or services are an excellent way to broaden your marketing. When their customers come across your product/service, it gains their trust since they already recognise the business you collaborated with. Look for businesses outside your industry, too, but in geographical areas where you wish to do business. Create partnerships with businesses and offer to promote their business in exchange for them doing the same. Take the initiative.
Collaborations allow your business to interact with an audience that has been nurtured by the other business, and thus has better chances at engaging with you.

Make a priority list of businesses in your locality, intended geographical areas and your industry, each. Find commonalities between the lists above. Build partnerships, and grow them into a network of your own. Networks affect reach.

Use various forms of content

Simply put, content is what you communicate with your audience with. Using different forms of content, gives your potential customers a variety to connect with. While some may prefer photos, others may prefer animations.
With such a wide range of content options available on various platforms, it is advised to learn the difference between them, and how they appeal to the users.
Going into the year 2023, two formats taking the lead are:

1. Video – an excellent way to showcase the best of your features, videos allow your audience to feel more connected to your business. Like they’re actually there. It is also the most preferred format of exhibiting an “experience”, which relays into enhanced customer service. Videos are better received, and customers have a better chance of retaining information through a video, since it engages more of their senses as compared to other formats of content. For the best results, get your videos made professionally. Videography and Content planning are a growing need this year, and consumers have clearly shown their appreciation for it.
2. Carousels – when a business tries to impart some of its knowledge to its intended audience, they format of choice is a carousel. Users find the informative format quite useful and it helps companies set their authority in the particular domain, among their active and potential consumers.

Content strategy is crucial when deciphering the platforms to capitalise upon, and the type of content most likely to attract your audience to interact with your business.

Get in touch with professionals to create your content strategy.

Local Media helps marketing for small businesses

Leveraging local media is one of the best ways to get noticed by your local population. With options ranging from print to radio, television to OTT platforms, businesses have a choice when it comes to revealing their uniqueness to the viewers.

Business owners or stakeholders must look to explore their options and speak with as many media houses as possible. There would be a difference in their audience base, which is good for your business. A broader spectrum of viewers means more chances of reaching the intended target.

The beauty of local media is to get noticed by as many people as possible. Because then, another form of marketing comes into play – WORD OF MOUTH!

An undermined form of marketing in the digital age, yet one of the most powerful types of marketing. Word of mouth marketing is generally effective for those who have established a brand identity and have a decent goodwill among the existing consumers. It is what most companies aim for.

Local media can help small businesses gain that credibility, since people trust the media in their locality or community.

Conclusion

Recognition should not be a sweat on the bank, especially when it comes to branding & marketing for small businesses. When planned carefully, and executed in the right manner, small businesses can drive their sales up, and boost their revenue through smart marketing and branding.

Our tips are designed to help small businesses, though most of them can be utilised by bigger companies too.

Feel free to reach out to us if you have any questions, or if you have specific MARKETING & BRANDING needs. We’re here to help.

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