Tips for small business marketing

One of the biggest hurdles for businesses trying to grow is building brand awareness. However, a lack of resources, including budget or time, as well as comparatively less visibility than larger competitors can make it seemingly impossible for smaller teams to feel empowered enough to create their own marketing plans.

For small-business owners looking to expand their reach, identifying a specific targeted audience, creating a brand persona and using free, online channels can make all the difference when it comes to achieving their year-end goals without making a major investment.

Who are you selling to?
While it may seem like you should target a large pool of customers in order to boost sales as much as possible, this will typically result in an overall unsuccessful marketing strategy.

A compelling message reflects a deep understanding of your exact target audience. Hootsuite defines this category of customers as the specific group of people you are trying to reach through your social channels. While you can start broad by defining your consumers by gender or age group, you should begin to carefully consider everything you know about your customers through interactions in-store and online. Knowing how your customers are interacting with your product will help you craft the message that will most resonate with them.

Taking the time to understand your customers' behavior online and in-store will help you to narrow your target audience.

What are you selling?
While the quality of your products and services is important, the personality your brand itself exudes is just as critical. As McAllister Marketing explained, customers will show loyalty to the brands they perceive they share values with.

Once you have taken the steps to create your target audience, consider exactly what feelings you are selling them. For example, companies selling camping or hiking products will want to utilize a brand strategy that reflects athletic and outdoorsy traits, whereas a cosmetic store will be more likely to succeed with a more peaceful and luxury-focused tone.

Each individual organization is unique, so the personality of your brand will need to encompass your company's own core values.

How are you communicating?
Once you identify your small business's target market as well as the voice of your brand, it is time to share content that combines the two using free social media.

Demand Metric has found that 90% of consumers find custom content shared by brands online to be useful, and they actually perceive a relationship between themselves and the brand after engaging with these posts. Knowing your target audience will help you select the most relevant social platform to share on, and your brand's voice can guide the type of content you'll share.

An organization's marketing is a unique and dynamic strategy that grows alongside your company and audience. Businesses of any size should take the time to identify their core audiences as well as their brand personality in order to create the most effective campaign for their unique goals. For any additional advice on small businesses or regarding legal concerns, please feel free to contact the Law Offices of Donald W. Hudspeth, P.C. online.

Categorised in: Starting a Business in Arizona

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