When it comes to marketing your small business, where every dollar counts, it can feel a bit like throwing your money into a giant black hole, never to be seen again. However, it doesn’t have to be.
Small business owners today have never had greater access to cost-effective and trackable marketing tools. The question is, where to start?
Below, we’ve gathered five great ways you can go about marketing your small business, no matter your budget, from five experts in the field.
Victoria Treyger shares “There’s a reason email marketing ranks high on our list of recommendations for small businesses and startups: It works. Regardless of industry or organizational size, marketers across the board point to email marketing as the tactic that produces their highest return on marketing dollars invested. ExactTarget.com’s 50 Email Marketing Tips and Stats for 2014 reported that marketers received an average return on investment of $44.25 for every $1 spent on email marketing.
Not only is it effective, it’s also desired. In study after study, consumers regularly say that email is their preferred channel for brand communications. According to MarketingProfs.com, a study suggests that for nearly one-third of all consumers, email is the communication channel they prefer when it comes to marketing.”
Chris Dunn says, “According to the Pew Research Center Report of Social Media Usage: 2005-2015, nearly two-thirds of American adults use social media now. This is a near tenfold increase within the last decade.
Popular social media channels include Facebook, Twitter, Instagram, Pinterest, Reddit, LinkedIn, Google Plus and Snapchat. Each of these social media platforms are unique in its own right and require unique ways of engagement. Rather than try to master it all at once, choose a few you like and try to master those first.”
Megan Marrs shares, “I don’t think I even need to say this, but it’d be neglectful not to mention the importance of kick-ass content. If you can create it yourself, all the better (isn’t free always better?). Even if writing isn’t your strong point, you shouldn’t have too much trouble getting someone on your team to crank out some articles for your blog. Try top 10 lists, tip collections, best practices for your industry, etc.”
Susan Solovic shares, “I started my corporate career in the field of public relations and the business has changed significantly because of technology.
Today, by marketing your small business you can accomplish a lot without hiring a professional firm. Subscribe to Help a Reporter Out. You can respond to reporters’ queries that are looking for story ideas and resources. Some are small media opportunities, but others are major media outlets that use this service too.”
As you can see, marketing your small business doesn’t have to be daunting. The tools you need are more accessible than ever, and with these tips (along with a little creativity), you can build an effective strategy for your business.
QUESTION: Have another Tip (or question) for marketing your small business? Share with us in the comments below!
P.S. If you want to see the best results from implementing these expert tips, it’s important that you first know who who your ideal customer is, where they are, and what they will buy. Instead of using a spreadsheet, be sure to Download our FREE Customer Avatar Template Worksheet to get clear on exactly who you’re selling to.
SEO can seem like a minefield. Part of the problem is that there is a lag between the time that you implement changes and the time that you see the results of those changes. You could do everything right today, and still not see positive results for two to three months.
That can be quite disheartening, but it’s the way the system works. The best you can do is to understand what ranking factors carry the most weight and then aim to create content that will help you score with the search engines.
The good news is that these tips will work for any other search engine.
Quality of Content
Publishing top-quality content is something that Google told us to do a long time ago. And it makes sense. If you’re putting out great content all the time, it’ll be considered valuable by your audience. It’s more likely to get it shared than anything else.
High-quality content will make your audience stay on your site for longer because it gives them the answers that they were looking for. The longer someone stays on your page, the better it looks in the eyes of the search engines.
Click-Through Rate
This is how many people click through to your site from the search results. To get more people to click through, make sure that the meta description has been well-written. It should be relevant to what’s on the page so that people know exactly what they’re clicking through.
It’s tempting to use a clickbait title, but that strategy backfires quite quickly as it’s bound to lead to an increase in the bounce rate.
Bounce Rate
A high bounce rate will kill your site’s traffic fast. If people click through your site and then bounce off quickly, search engines will see this as a sign that the site didn’t have the answers they were looking for.
A good tip is to link through to a related, interesting piece of content on your site. This keeps the audience longer on the site and encourages them to explore it further. If the content is, say 3,000 words or longer, can you break it up into two parts? This would mean that the person has to click through to at least one other page.
It’s the principle that those sites with slideshows count on. Those are highly annoying, so we don’t recommend making the person click through to another page more than once or twice per article.
Backlink Profile
One ranking factor is how many quality sites have linked through to yours. There are a lot of ways to go about link-building. If you’re creating outstanding content, though, other sites will naturally want to link through to you.
Never buy backlinks or offer a link-for-link trade. If you get caught, and the chances are good that you will be, the search engines will penalize you.
Final Notes
Those are the main link factors used to suss out great content. Present excellent content every time, and you’re bound to see your organic traffic rise. If you’ve got top-notch content and your pages load fast, therefore you’ve won half the battle already.
You don’t need to wait until you’re ready to buy expensive cameras or hire a professional videographer to start recording videos to market your business.
Just start recording straight from your iPhone. If you’re worried your videos might look poor in quality check out this 1 minute video I recorded from my iPhone 7 Plus.
Don’t cut corners and try to hold your iPhone to shoot your videos at arms length. For under $35 it’s well worth the stability and versatility to mount your smartphone onto a tripod.
I started out with a different $19 tripod, but the flimsy legs not only made it too top heavy when I mounted my iPhone, but the cheap tripod was also a struggle to get the three legs to adjust to the same length, which made for very lop sided looking videos.
So, I shelled out the extra 15 bucks and ended up buying this one instead. Having a sturdier tripod now makes me want to shoot more videos since I no longer have to fight with the old one.
This smartphone adapter is what mounts onto your tripod. Then you clip you iPhone right into this piece.
When I first started out with the cheapest adapter I found it became too time consuming to switch from vertical to portrait mode.
So, then I researched and bought this one which I love because it has a 360 ball joint, so I can easily rotate my iPhone from vertical to horizontal — handy for recording video and taking pictures.
This one uses a universal mounting, so it works on pretty much any tripods, clamps and handles.
Record from Your Computer – Double Duty Video Gear:
Even though your computer has built in speakers the sound quality when recording video is not so great.
I researched and tested out using different headsets, ear buds and other ‘cheap’ microphones. After recording with 7 other computer compatible microphones, the Audio Technica microphone is by far the best choice.
The Audio Technica is super easy to set up. You just plug the USB to your computer and using the tripod stand for secure table top use. I like that it consistently delivers high quality sound, it doesn’t block my face as close up mics do, and I don’t have to wear a clunky looking headset.
As I reviewed the videos I shot from different indoor locations I started noticing that my lighting didn’t always look so great.
In the scheme of things, getting high quality sound is more important than lighting. But, once you get the hang of recording videos and you’re ready to step up your lighting, this ring light is a great one to get started with.
It provides soft and flat light, halo shadow for perfect outline and evens the lightening of the subject.
If you’re like most business owners, you probably have limited go to locations to shoot your videos. You might have a messy office, kitchen, family room, attic, closet or car.
A green screen offers you far more variety, creativity and credibility to give the right tone and look to each video. You can choose the background that best matches your message. Use any image you want from beautiful beaches, city high rises, elegant conference rooms or you just want to use your brand colors as your backdrop.
This kit that I bought comes with 2 photo lights. That way you can shoot a bunch of photos to use in your YouTube thumbnails and for your social media posts.
If you want to get soft box lights for shooting video click here: https://amzn.to/312i2pp
Another great video gear is when you’re watching other people’s videos you probably don’t appreciate good lighting, but you certainly will get distracted watching videos with poor lighting and dark shadows.
This is a great starter soft box lighting kit to give your videos bright, professional looking lighting.
I wanted to get better lighting on my face while still using my iPhone, so I found this triple shoe bracket which mounts on my tripod and lets me attach my smartphone adapter and the key light I recommend below.
When I just used 2 box lights I found often times the lighting on my face with either too dark or too bright. That’s when I found using a key light helped to focus on adjusting the light just on my face.
Add the perfect lighting setup to video recording sessions with this key light. The dimmable design lets you choose the right setting for interviews or scenes, and the glare-free diffusion offers a more balanced effect. With a flat profile and metal desk mount, this key light takes up minimal space.
I outsource my video editing, but if you enjoy doing your own editing (or you want your teenage kids to just do it for you) choose Adobe Premiere Pro — this is the most widely used video editing software.
(HINT: if you have high school/college age kids they can take this course at community college and knock out their credits while learning how to edit your videos for you 🙂
If you’re recording in person interviews or you want to cut in different angles for your solo videos you’ll need to record from two cameras.
The Canon camcorder is a great choice giving you 57x advanced zoom while the super range O.I.S. (optical image stabilization) keeps the image stead at a longer focal length.
HD videos are recorded to separately available SD cards in the MP4 format for easy playback on most devices. the MMP4 formats are highly compatible with video hosting services and social media websites without format conversion.
When you’re recording from a video camcorder you will likely max out your storage space on the camera, so you’ll need to transfer your videos onto a scan disk.
So definitely, this is another one cool video gear guide for keep!
If you want to record action shots, whether you’re walking, running, biking and even skiing, you’ll want to grab the Gimbal handheld stabilizer.
This workswith iPhone Xs Max Xr X 8 Plus 7 6 SE or Gimbal for Samsung S9/Note, for Sony,LG,Google Pixel 3 XL, Huawei P20,ZTE,Mi and more Android Smartphones.
You can also download their 2019 Newest ‘Hohem Gimbal’ App on your Android or iOS Phones for your gimbal connectivity with Bluetooth. The parameter setting and calibration will help you master the gimbal much better.
If you prefer using ear buds over the table top computer microphone I’d recommend getting the Sennheiser Smart Headset.
When I tried using cheap $20-$40 ear buds I found they were inconsistent. Sometimes I’d get on a video interview and the other person couldn’t hear me. It just wasn’t worth the headache and stress of tech issues cheap ear buds can create.
The Sennheiser is designed for Apple iOS devices. It delivers Sennheiser signature sound and crystal-clear call quality. A situational awareness function allows switching between Transparent Hearing and Active Noise Cancellation, to amplify or silence sound around you. Microphones capture sound like your ears do when recording video.
When you’re watching other people’s videos you probably don’t appreciate good lighting, but you certainly will get distracted watching videos with poor lighting and dark shadows.
This is a great starter soft box lighting kit to give your videos bright, professional looking lighting.
I like the 3 light set because you can use the 3rd light to backlight you. I love watching videos where the person speaking looks like they have a halo around them.
As you know, one of my goals with this blog is to help you find new, better and more efficient ways to increase traffic, build your email list and improve conversions and sales of your products and services.
That’s why I’m always on the lookout for great new tools and resources that can help accelerate your results.
Well, today I’m excited to share my most recent find:
It’s called: “The Traffic Secrets Super Stack,” and it comes courtesy of my friend Cary Richards over at Infostack.io.
“The Traffic Secrets Super Stack” is a hand-curated collection of over 25 premium eCourses, video training, memberships, and workbooks.
Useful information included in workbooks:
How to get started building your email list.
Mastering Facebook advertising.
Successful YouTube marketing.
In depth instruction in influencer marketing.
B2B lead generation.
Killer Social Media strategies.
A Masterclass on how to make cold emails convert.
Writing social media copy.
And even some new, never before seen information on the basics of where and how to get traffic to your business…
And Much Much More…
Now, typically, you’d have to spend over $3,000 + to get your hands on everything packed inside the Traffic Secrets Super Stack…
But this week, (for a limited time) you can get everything for over 98% off.
So don’t hesitate, because after next Tuesday the stack goes away and there’s no telling when or IF it’s coming back.
As you know, I very rarely make offers to my newsletter.
I only share things that I feel are a tremendous value that you can’t miss.
And when I learned about “The Traffic Secrets Super Stack”, I knew immediately it was a winner. Seeing the final lineup of eBooks, eCourses, and more – it’s clear that this bundle is well worth the insanely low price you pay to get access.
So that’s why I’m sharing it with you this week.
My hope is that you’ll take a look, and, if it feels like the right fit for you, you’ll take action before this amazing deal expires.
Did you know there are simple, quick fixes that will make a dramatic difference to attracting more clients to your business?
Your business is leaking thousands of leads and you likely don’t even know it. If you think you’re too busy to add more marketing onto your plate, then you can’t afford to skip these overlooked ways to generate more leads from marketing that you’re already doing.
Here are small changes that will make a huge difference to attracting more clients to your small business:
1. Blogging. Having blog articles on your website is a great way for prospective clients to experience some of your expertise. You already know that blogging not only helps to position yourself as the expert, but it also helps your organic Google rankings when your blogs are optimized for targeted keyword phrases.
> Lead Generation Booster: Getting a new email subscriber is generating a new lead. Start offering a content upgrade that your blog readers can opt in for. Place an offer that is relevant to your specific blog article at the bottom of your blog to boost your lead generation. Here is an example of a content upgrade.
2. Business cards. If you haven’t updated your business card in a while, now is a good time to reassess. Go further than simply having your contact info and a web address. Ask 10 people who are not familiar with your business if they know from reading your card who you help and what problem you solve for them. If not, come up with a short sentence you can add to your business card.
> Lead Generation Booster: Unless you have a short web URL consider including a QR code on your business card that sends people to your free lead magnet. Read more about lead magnets here.
3. Donate your product or service to local fundraiser events. Lots of charities, non-profits and community groups will include raffle baskets at many of their fundraisers. These are easy ways for you to simply donate one of your products or services. Whether you want to support a local scholarship fund, soccer club, girl scout troop or a high school sports team here’s how to generate more leads from donations.
> Lead Generation Booster: Include an incentive in the basket to redeem an extra surprise gift. Have the winner email you a picture of themselves holding your basket to redeem that bonus gift. When they do be sure to reply to their email to have them give you written permission to allow you to use their name and photo to use in press releases in your marketing materials.Then, go post a press release. Services like PRWeb.com can often send thousands of visits to your website. What a great way to greatly multiply your visibility all from one donation.
4. Give away branded promotional products. Branded items go much further than business cards since these are products that people use on a regular basis. Whether you choose to give away pens, mugs, tote bags, sunglass clips for car visors or other tchotchkes you want to make sure you’re getting these items in the hands of your target market and referral partners.
> Lead Generation Booster: Tell people what your free lead magnet is and where to get it printed on your promotional products (use a short url).
5. Networking face to face is still a great way to build your business. You want to choose a networking group full of people who either make great potential clients, strong strategic referral partners or both. Remember that networking works best when you are consistent getting in front of the same group of people. It takes time to build trust.
> Lead Generation Booster: Use your networking conversations to get feedback on your lead magnets or on your lead magnet ideas. Promoting an irresistible free offer is a surefire way to speed lead generation from networking.
6. Print Advertising. If you want to attract more local customers it’s important for your business to never stop advertising. Whether you are buying ad space in your local newspaper, magazine or direct mail you are building awareness about your business.
> Lead Generation Booster: Test and measure responses to different ads over time. Changing your headline, image, layout and/or your offer can make a significant difference. More print advertising tips here.
7. Your Website is the hub of your marketing. This is where your advertising and marketing is sending traffic to. Your website should have a clear, crisp tagline that helps visitors immediately understand who you help and what challenges you help them solve. Your web copy and web design are equally important factors to attract, engage and convert more clients to your business.
> Lead Generation Booster: If you don’t have a lead magnet that your web visitors have to opt in for, you are missing out on capturing thousands of leads. Add (or change) your free offer and have it prominently featured above the fold of your website.
Ok, so there you have it. You now have an action checklist of what you can do to dramatically boost leads from the top 7 marketing tactics you are already doing.By now, you’ve probably noticed a pattern in many of these lead boosting tips.
Having the right lead magnets will dramatically boost results from every marketing tactic you do.
If you already have a free irresistible offer that you are using as a lead magnet, but you’re not generating a healthy flow of leads, then you need to change your offers.
This is the part where I find people struggle with the most. It’s coming up with free offers that are irresistible to your target market.
If you want to solve this problem once and for all you have to make these decisions based on a number of factors that you identify in your strategic plan.
Oh, wait a minute ….
You don’t have a strategic plan? … Yeah, I hear that a lot.
So, the good news is I’ve created a free 1 Page Strategic Plan template that you can download along with a short 20-minute video lesson on how to create your plan.
