It’s not uncommon for friends and family to ask for my advice when it comes to marketing or public relations; after all, it’s what I do. But not everyone has someone to turn to when they’re not quite sure how to get the word out about their company. How do you decide which marketing strategies to employ for your business?
The first step is determining your marketing and PR goals. What are you hoping to achieve through your marketing activities? Write down a few measurable goals, including when you plan to achieve them, so you know if your tactics are working or if you should try something new. Also, remember to be realistic. A marketing goal of a thousand plus new Facebook fans by the end of the month probably isn’t going to happen.
Once you have your goals, think about what marketing strategies and tactics might get you there. For example, if your goal is a certain number of new Facebook fans, you might want to consider a Facebook ad campaign. Or, if you’re trying to increase your search engine optimization (SEO), you might consider blogging on a weekly basis.
What marketing strategies and tactics should you consider? Here are a few activities that might help you achieve your goals:
- Social media. When it comes to social media networks like Facebook, Twitter, Google+ and LinkedIn, posting a little bit on a regular basis is much more effective than huge spurts of spread out activity. Also, remember the 80/20 rule – make sure 80% of your posts provide value to your followers and 20% are self promotional.
- Blogging. Blog posts that go live the same day and time each week can really help with your SEO. Make sure you write with keywords in mind (Google AdWords is a great resource for keyword research) and keep the posts helpful and informative. If you’re short on time, you can always block out some time to crank out several posts and then schedule them to go live on your blog several weeks out.
- Editorial media coverage. Although it can take more work and be harder to achieve, an endorsement from a member of the media can be a great way for your business to be seen by a new audience. If you don’t have the time to build a media list or write a pitch, utilize resources like HARO instead.
- Advertising. Gone are the days when companies could only invest in ad-buys that cost tens of thousands of dollars. Thanks to the Internet, small business owners can run a Google AdWords campaign or Facebook ad campaign for as little as a few dollars a day. Both sites let you set a daily budget so your ads cost an amount you know you can afford.
Want to know more about marketing strategies and tactics that might work well for your small business? Contact us for a free 30-minute consultation!
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