Marketing is a big, HUGE field that's pretty overwhelming to most business owners.
I know, because I work with business owners every day to decipher what marketing will be most effective for them. Some of these businesses are small, one person contractors. Others are big $1 million+ revenue companies.
The problem always persists: with so many options, how do you start?
First thing is first. Get your business in order.
It won't matter how effective your marketing is if customers have a bad experience doing business with you. The best and worst type of marketing is word of mouth.
Give a stellar experience to every customer you do business with and encourage them to become advocates of your brand. That's the most effective form of advertising.
That usually isn't enough on its own. Especially if you have competition that is also providing good experiences. You need to do more to stand out.
After spending over a decade trying to dwindle down marketing categories, the three that make the most sense to me (but are still pretty wide) are Location/Property, Organic, and Advertising.
Social media isn't just for kids anymore. It's an essential part of doing business.
Your customers connect with you and build relationships that strengthens their loyalty to your business.
If you're overwhelmed by all the advice and options out there: we're here to help.
Check out this essential guide on making the most out of social media:
Overview: Social Media Marketing That Works
1. Update Pages You Already Have
Your website is already full of content. The first step of any content strategy should be to maximize what you already have.
Before you worry about blog posts, videos, or anything else, go through your website page by page. Make sure everything is up-to-date.
Are you using keywords that you want to rank in search engines for?
Is it readable and interesting?
Are you giving clear call to actions after every section?
Maybe there’s some pages you haven’t thought of. An example is this “Photo Policy” page on a website we manage for the Winkler Gallery & Art Education Center. This page didn’t exist until a few months ago and now it’s the 3rd most visited page on the website.
Once you make updates to a page—especially if they’re significant changes—make sure to share! These are great opportunities to share updates to your social media and email list.
2. Repurpose Your Advertising Content
Craig Inzana is the Director of Digital Sales & Services for Priority Digital Services. His mission is to bring big city marketing to small town and regional businesses.