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How small businesses can leverage marketing...
That drives growth and attracts new customers.
PR Sauce Platform
June 20, 2024
In today's crowded marketplace, we know that small and independent businesses face the challenge of standing out and attracting new customers… we know, it’s tough out there guys.
While organic efforts are valuable, investing in marketing, video content and advertising can significantly amplify your reach and impact. You will get sick of hearing this from us, but the reality is… we’re in a pay to play era no matter what anyone says.
So, to give you an extra hand… we’ve breakdown some top level actionable tasks and strategies that you can implement in your business:
Define your goals and budget (yes, budget 💸)
Before diving into any marketing initiatives, establish clear objectives and allocate a budget. Determine what you aim to achieve (e.g., increase brand awareness, drive sales) and how much you can invest in achieving those goals. Like investing in our PR opportunities, to help get you started.
Know your audience
Understand your target audience(s) demographics, interests, and pain points. You might read this and think you know, but really understand them, where they spend their time, the content they consumer etc. Yes… conduct market research, analyse your customer data (you can’t argue with facts), and then tailor your messaging and content effectively - you might think this is long… but trust us, it’s worth it.
Develop compelling video content
Create engaging video content that resonates with your audience and aligns with your brand messaging. Consider various video formats such as product demonstrations, customer testimonials, or behind-the-scenes footage to showcase your unique value proposition.
How to do it:
Invest in quality equipment: while professional equipment can yield better results, you can start with a smartphone and gradually upgrade as your budget allows.
Script and storyboard: Plan your video content meticulously to ensure coherence and effectiveness.
Edit professionally: Use video editing software or hire a professional to enhance the quality of your videos.
Now, let’s not put to much time and effort into channels that don’t serve your business goals (this is where understanding your audience comes in). Don’t focus on the numbers, likes etc. Focusing on talking, reach and connecting with your intended audience. Establish a presence on the relevant social media platforms where your target audience spends their time. Share valuable content, engage with your followers and leverage paid advertising options to amplify your reach.
How to do it:
Choose the right platforms: Identify which social media channels are most frequented by your target audience.
Create a content calendar: Plan your social media content in advance to maintain consistency and relevance.
Utilise paid advertising: Experiment with targeted ads to reach specific demographics and increase brand visibility.
Invest in paid advertising
Allocate a portion of your budget to paid advertising channels such as Google Ads, OOH (out of home), TV advertising, Facebook/ Instagram Ads, or TikTok Ads etc. Target your ads based on demographics, interests, and online behaviour to maximise their effectiveness.
How to do it:
Set clear objectives: Determine the desired outcomes of your advertising campaigns, whether it's driving website traffic, generating leads, or increasing sales.
Monitor and optimise: Continuously track the performance of your ads, analyse key metrics and adjust your targeting and messaging accordingly.
Collaborate with Creators (influencers)
Partnering, collaborating and working with Creators (influencers or micro-influencers) in your niche to tap into their established audiences helps to drive brand awareness and credibility. You need to make sure that you Identify Creators whose values align with your brand and collaborate on authentic content creation or promotional campaigns. No longer does the “freebie” “gifting” work as well as it did. There needs to be a longer focus, plan and commitment. Remember, this is a job for people and they need to get paid for what they do. On top of that, you’ll be competing with brands who are PAYING to work with them, so the paid work will be get priority of that work will always come before FREE and GIFTED things. #Facts
How to do it:
Research and vet Creators: Look for Creatorswho have a genuine connection with their audience and whose content aligns with your brand values.
Negotiate terms: Clearly outline expectations, deliverables, and compensation before initiating any collaboration.
Measure ROI: Track the impact of influencer partnerships on key metrics such as website traffic, engagement, and sales.
Measure results and refine strategies
Regularly monitor the performance of your marketing, video content and advertising efforts using analytics tools. Analyse data, identify successful tactics, and refine your strategies to optimise performance and achieve your business objectives.
How to do it:
Set up tracking mechanisms: Implement analytics tools to track website traffic, conversion rates, social media engagement, and other relevant metrics.
Conduct A/B testing: Experiment with different approaches and measure the impact of changes on key performance indicators.
Iterate and evolve: Continuously adapt your strategies based on data-driven insights and market feedback to stay ahead of the competition.
While organic efforts are essential, you can accelerate your growth and attract new customers by strategically leveraging marketing, video content and advertising. By defining clear goals, understanding your audience, creating compelling content, and investing in targeted advertising, you can position yourself alongside competitors and drive sustainable growth in today's competitive landscape.