Small businesses have fewer resources than large companies, which means they cannot pursue all the marketing strategies at their disposal, but must focus their resources on a few options.
This means that it is common to ask questions like “Which marketing strategy is most effective?” Knowing that one or two approaches will be effective allows you to avoid wasting money on things that don’t work.
Next, we’ll talk about the best marketing strategies, starting with the most effective. Let’s dive in!
More effective: search engine optimization
Today’s consumers are constantly looking for information and generally use one tool: Google. This means that being able to offer useful and engaging content that can be easily found on Google is the best way to gain exposure for your business.
This process is known as search engine optimization (SEO) and helps make your business attractive to the exact audience who are most interested in your products and services. The overall goal is to establish yourself as a trusted authority in your niche while providing your audience with interesting and informative content to consume.
You can publish content that includes blog posts, videos, infographics, and more. Take some time to research what your audience is most likely to respond to, then focus on that type of content.
Over time, your website will rank higher with Google, giving you the opportunity to acquire high-quality leads and ready-to-buy customers for your business.
When you are watching which marketing strategy is most effective, you might immediately think about online ads. These are the n. 2 on our list, after SEO.
Online advertising can be very effective because you can target your audience very precisely. However, it is also extremely expensive and when you stop paying it you lose the position you have earned. In SEO, you are able to hold your rank over time without buying ads.
To make online advertising affordable, it is essential to know your target audience very well. You need to know where they spend most of their time so you know where to place ads. You should also understand their pain points so that you can address them in your marketing message.
When you deliver a well-targeted ad with a message relevant to your ideal audience, you can win new customers faster than you can with SEO. That’s why online advertising can be a great way to gain customers until your SEO is established and brings in more consistent, low-cost customers and leads.
Print Mail Marketing
You may be starting to see paper mail marketing on our list, but the truth is, it’s surprisingly effective. Google also sends paper marketing through the mail and if anyone knows what works, they do.
Fewer companies invest in print marketing, which means there is less competition in the inbox than there is online. You can stand out with excellent targeted messaging to a mailing list of your ideal customers. When you send mail consistently over time, you will build your brand and keep your business first.
Postcards are the most convenient way to advertise through the mail, and you can make them colorful with bold text. You are almost certain to at least take a look at your message. That’s a lot more than what you can say about many online classifieds!
However, because print marketing is much more expensive than online advertising, it ranks one step below. If you have the resources, a combination of SEO, online ads, and print marketing makes for an excellent marketing campaign.
Email marketing can be effective when done right, but it’s hard to get it right. That’s why we included it on our list, but at the bottom. It is not useless, but it must be done strategically.
To establish yourself in email marketing, you start with a free download that provides useful information to your audience. Ideally it should be something they can use more than once so they’ll keep it handy.
For example, a plumber might offer free guidance on preventing pipes from freezing in the winter. In exchange for the guide, the consumer provides a name and an email address. With that information, you set up an email campaign that continues to provide useful information and encourages the reader to contact you for plumbing services.
The problem with email marketing is that everyone does it and few people do it well. As a result, emails are not relevant to the customer, do not arrive consistently, and are often downloaded to the junk folder. If you want to be successful with email marketing, you need to set up a schedule and stick to it so customers know what to expect. The email should be interesting and provide something useful and end with a strong call to action.
What marketing strategy will you use?
There are several marketing strategies that can be effective for your small business, but you’ll likely need to pick a better option or two. Local SEO Search is here to help.
We have helped thousands of small businesses succeed by bringing ideal leads and ready-to-buy customers. We’d love to show you what we can do for you. Contact us today!