Small businesses stand to benefit from marketing tools in the same way that larger corporations do, and these tools contribute to business growth and development on a large scale. Each tool comes with a different set of benefits that businesses can enjoy, when used properly. Some tools are easier, more accessible and cheaper than others.
Here, we explore some marketing tools and discuss the potential benefits they offer to companies.
1. Using Google Adwords
Google Adwords is a key tool that can help gain an immense amount of exposure for the advertisements of brands. With this tool, companies pay to have their website ranked at the top of Google’s search results page based on a series of keywords. This is especially helpful for small businesses considering Google’s natural tendency to put bigger brands towards the top of the search results page, since users gravitate towards established brands based on familiarity.
Businesses can enjoy immediate results, since this is the advertising method that can attract the most eyes possible to your business’s website and offerings. This tool, however, is paid, and might not be financially possible for businesses in their earliest stages, but in some cases has an immediate ROI.
2. Content marketing
In the effort to provide potential customers with content that suits their interests, content marketing plays a large role. Companies can attach a blog to their main website, which features articles and additional information about topics similar to the brand’s focus. The principle behind content marketing is to grab audience members’ attention and to keep it. Through sharing consistent and relevant content with viewers in various forms for user consumption (blog posts, videos, podcasts, etc.), companies can keep engagement levels high.
This tool is cheaper and more approachable for small businesses, though the type of content produced and the extent to which companies are familiar with the interests of their audiences drive the success of this tool.
3. Organic social media growth
In today’s business landscape, social media is hardly optional. Practically all successful business and brands have social media accounts on Facebook, Instagram and Twitter. A study done by Conversocial in 2018 focusing on the state of digital care revealed that 67% of consumers use social media for customer support, and 33% prefer using social media over telephones for assistance. These statistics show that social media crucial for not only information about your brand, but for a direct line of communication between the brand and consumers.
Social media is an inexpensive yet necessary tool that companies can take advantage of. The idea behind maintaining an active social media account for a business is for the brand to then benefit from increased engagement rates and even increased sales.
But be wise and choose carefully which social media will you use.
4. Email marketing
Widely recognized as the backbone of digital marketing, email marketing allows brands to reach out to subscribed users or simply users who appear to have an interest in what a company has to offer. Since this type of marketing relies on direct user participation, companies can offer something simple yet compelling to users in exchange for their email address. This exchange then permits companies to strategically contact potential customers at times that they deem crucial for sales.
Email marketing is approachable for small businesses in particular because it is associated with a low cost, yet is capable of having a large reach. Additionally, it is easy to automate, and allows for tracking of user demographics, providing additional helpful information to businesses themselves.
5. Offering and promoting a free consultation
For small businesses, more direct communication with their target audiences outside of email marketing is often a possibility. In order to discuss the benefits of a service provided with potential customers, many small business owners use virtual meeting platforms such as HubSpot or Google Calendars to facilitate sign ups for a free consultation. The link for such sign ups are frequently found on the company’s main website, as well as any social media platforms associated with the company.
With this service, potential customers will be grateful for the chance to have access to first hand information regarding your company’s services. Before this tool is implemented, you will want to ensure that your company offers quality services, and has a system for handling consultations in a standard, professional manner.