Whether you’re looking to market a new business, or you’re revitalising an existing business’s marketing efforts – there are tried and tested business marketing basics that should be ticked off before getting your 30 second advertising slot during the Sunday night movie.
These business marketing basics are in no particular order of importance, but are collectively considered the fundamental marketing practises to get your business noticed. Let’s take a look at the small business marketing basics you can start implementing today! Or tomorrow, you’re the boss after all…
Alright, first things first. If you don’t yet have a logo for your business, you’ll need to organise one in a hurry. A business without a logo is like a person without a name – you can engage with them, but you’ll never know exactly who they are. With today’s market saturation in all industries, you need to stand out if you want to keep your doors open. Choose a logo that REALLY gets people talking, and they’ll be marketing your business for you!
If you already have a business logo, have a look at it right now. Do you like what you see? Do you think it’s exactly what you dreamed it would be? Would you get it tattooed on your child’s arm? If you’ve answered NO to any of those questions, you might want to rethink your logo design. Don’t be afraid to mix things up on the logo front – the big guys do it all the time!
Is your business invisible online? If people can’t find you on Google or Yahoo, you might as well be invisible in the real world! Over 70% of purchases that occur in stores begin with an online search for establishments that offer the services or products of interest. So, if you sell purple Frisbees, and someone Googles ‘where to buy purple frisbees’, you’ll want to be popping up on their phone or computer as someone who sells frisbees of the purple variety.
Your business is found online via your business website. Think of your website as the hub of a bicycle wheel, and your marketing activities as the spokes. All of your marketing should drive people to your website in some way. Like the hub of a wheel, your website is the most important part of your marketing strategy. Without the hub, the entire wheel would be about as effective as sunscreen in a thunderstorm.
You’ve seen them: the people who sit around scrolling mindlessly through their social media feeds as the minutes tick past. For every few upward thumb flicks, or downward computer mouse scrolls, a social media user is exposed to a business advertisement – their exposure to which has been paid for and strategically planned.
Yes, you CAN actually advertise your purple frisbees to teenagers between the ages of 16 and 19 who live in the Durban area and who enjoy the outdoors – it’s gotten that targeted! Social media marketing certainly is a marketing platform all businesses should be leveraging for more exposure and website traffic.
The fastest way to get your business noticed on the internet is to take part in paid advertising. Google PPC, or Pay Per Click, is the easiest way to get to the top three search engine results in a jiffy – simply by bidding on keywords relating to your industry! Let’s apply a PPC campaign to your purple frisbees…
Other frisbee retailers will also be trying to place paid adverts, so the highest bid on the keyword FRISBEES might be around R2.50. You could try a key phrase instead, like FRISBEES IN DURBAN for cheaper bidding options, but more times than not there’s someone bidding on the keyword you just thought of (unless you have a monopoly).
So, you decide to bid R2.51 on an advert for the keyword FRISBEE, and your ad goes live. Great! You’ll be paying R2.51 each time someone clicks on your advert, which should take them directly to a dedicated landing page on your website. This way, you essentially pay to have people click on your website link. PPC campaigns are an art, and are best left to PPC professionals.
If you’re unsure of the differences between digital marketing and traditional marketing, have a look at this article. Traditional marketing can be understood as marketing practises undertaken before the rise of the internet. This includes phonebook listings, magazine and newspaper advertorials, business cards, flyers and standing on an overturned wooden box preaching your products like a crazy person.
Very few people still believe in the efficacy of traditional marketing, but we at Easy2Access believe that a healthy balance should be struck between traditional and digital marketing when marketing a business. If you’re planning on utilising a small amount of traditional marketing, like only getting business cards designed and printed, ensure that they are professionally developed to leave the best impression possible. Seriously, your business cards are important – don’t skimp on these.
Need to get your business marketing on point? Looking for a lit marketing proposal? Get in touch with the team at Easy2Access today, and find out how we can ensure your business website is, well, easy to access!