Once you’ve exhausted all the traditional forms of on-ground advertisements and you’re looking to branch out, digital marketing may be the new playing field for you.
Online marketing is a volatile area, as it can change in the speed of light. You’ll need a good grasp of the basics to keep up with its evolving culture. It’s no surprise that it digital ads actually surpassed TV ads in 2017.
There’s a misconception floating around that digital marketing caters best to big businesses, but on the contrary: small and unique business can actually benefit just as much from this.
We understand that small trades may not have as much financial backing as big enterprises, but that shouldn’t stop you from delving into the all-too-important area of online marketing.
As a small business owner, your journey to building your brand online can be greatly boosted by below the line marketing strategies.
Here are the things you need to keep in mind before delving into the world of online promotion:
#1: Know Your Customers
If you have a good grasp of how your consumer’s think, you’ll be able to tailor and direct your messages directly to them. Having this basic business principle on lock will positively affect the outcome.
Since your prospects and your consumers are the lifeblood, it’s imperative that you construct the whole marketing strategy around them.
Try to put yourself in their shoes. The first step is knowing what your consumers will want, and knowing who your consumers are will aid you in this process.
Build the whole plan by addressing their possible wants and needs. Keep a laser focused mindset towards the customers in order to make marketing steps that will have a return of investment.
#2: Craft A Comprehensive Marketing Plan
Now that you’ve got to know who the strategy will be catering to, it’s time to build a comprehensive marketing plan.
The key to making your plan work is by thinking of the promotions with a long-term perspective. This means that rather than looking at it as a campaign, you should craft a framework that will be sustainable.
This will serve as the blueprint for your marketing efforts. The common mistake that happens is that businesses are so set on their plan that when it fails, they scrap the whole thing then have to start all over again.
However, if you build a framework, you’ll be able to have a healthy flow in which you foster a trial-and-error process until you find a strategy that works. The whole “spray and pray” method will not work, and you may see yourself losing valuable resources in the long run.
Execute the steps, then track its progress. While we do encourage for you to experiment, there should be sufficient research and a strong reason as to why you’ve chosen that strategy. If it does or does not work, analyse the data and apply on the next steps.
Digital marketing is one of growth, and you should be open to the volatility of this field.
#3: Build Your Brand’s Story
One thing that can drive consumers to a purchase is if both their emotional and rational brains are tapped by the business.
Rather than putting out materials that only showcase your product’s features, try your hand at brand storytelling. It won’t just appeal to them emotionally, but you’ll be able to create meaningful connections with your customers as well.
Don’t get us wrong: You don’t need to create a storybook out of your online platform. A simple way you can cultivate your business’s story by telling them how your business came to be, what the motivation behind starting it is, giving them insight behind the past consumers and the business owners, to cite just a few.
For example, a small, unique business like a local animal clinic has interesting stories to tell that can tug on the heartstrings of animal lovers. A way that marketing your veterinary clinic can become interesting is by telling the stories of the dogs you’ve treated, and how animal lovers are behind the whole business.
You’ll be able to build human-to-human connections through engaging consumers. By telling a good story, you’ll be able to make your small business’s voice louder online.
#4: Don’t Be Afraid To Get Help
There is no one-size-fits-all method to marketing success, which is why it may be crucial for your brand’s success to get help from experts.
Some people get daunted by technology, and think that they’ll have to shell out so much just to get a small facet of marketing services.
Fortunately enough, this isn’t the case! There may be tons of online services that offer promises with a hefty price, but all you need to do is do a little online digging to find one that specifically caters to your needs.
Don’t be afraid to test out waters and inquire. Keep looking for the perfect fit until you find one that resonates with you. You’ll be surprised at how many niche marketing platforms are available online!