How To Market Your Small Business Online
Quote: A quote from Marcus Aureilus:
“Begin – to begin is half the work, let half still remain; again begin this, and thou wilt have finished.”
Who was Marcus Aurelius?
Marcus Aurelius reigned as Roman emperor from 161 to 180 CE and is best known as one of last Emperors of Rome. He is also the author of a well known philosophical work entitled 'Meditations'.
Introduction
The 2000+ year old quote from Marucs Aurelius is a good one.
Today, the question we ask is: “How to market your small business online?”
While many small business owners understand that online marketing is essential when it comes to increasing sales and leads - it still surprises me that around 50% of small businesses don’t even have a website! In 2019, that seems almost impossible!
Here is the Marcus Aurelius quote most relevant : when it comes to online marketing, oftentimes the hardest part is getting started - that is - knowing where to start, how to start, working out a game plan and keeping an eye on cost.
As we know, all successful businesses are built upon relationships - and at the end of the day, making use of opportunities online - is a cost effective way to grow relationships, increase leads and enhance profitability.
Today, we will present lots of ideas for marketing your small business online - but we will constantly return to the Marucs Aurelius Concept :
That is, keep it simple - just get started - take one step at a time.
That is the key goal here, if you are new to online marketing.
If you are an experienced marketer - you may find some simple ideas to take your online efforts to the next level.
So,without further adieu:
How to market your small business online in 10 actionable, affordable and easy steps that you can start straight away.
Let’s Get Started!
1. Start with your brand.
Why your start with your business brand?
Your brand is the visual heart of your online presence.
Of course, your brand includes your logo - but it is much more that just that. It includes your colours, your style, your goals, your story - it tells the world at a glance who you are.
For example: are you an executive professional, offering quality services at a premium - or a friendly discounter, with savings for all? That message is told visually - and must be communicated to your customers and prospects at the speed of light.
In simple terms a successful brand - consists of a solid ‘back story’, a client foccused ‘mission statement’, identity colours, brand style and of course your logo.
Your brand is important - make sure it sends the right message to your customers - about who you and how your business can help them.
(Keep the focus on your customers.)
easy start tip: Make some notes about ‘your story’ and how you can use that to connect with your target customer. Use ‘your story’ to inspire your brand design.
2. Then Your Website
It is my belief that every small business needs a website. Whatever your budget - you must begin here.
After your brand, your website forms the foundation of all of your online marketing efforts.
For those just getting started - think simple. Although there are DIY web options out there - we recommend a professionally designed website.
It is a key investment in the success of your small business.
Just be sure that your website showcases your brand in the best way possible.
Another important tip is - remember those calls to action. Inspire people to reach out. Make sure there are clear buttons for people to click, buy or contact you. Think usability and keep your customer in mind. Ensure your business contact details are prominent throughout your website - this includes, your phone number, email and business address.
Easy start tip:
If your budget is tight, even a single page website is a start. With 3 or 4 pages, you can showcase your goods and services, share information about you and even feature a blog.
3. Be Mobile Friendly
With the rise and rise of the smartphone - as well as tablets and other portable devices - online searches for business happen anywhere, everywhere and at any time.
To take advantage of mobile searching, ensure your website is mobile friendly. That means that your web pages are optimised for viewing on mobile devices. This requires either a ‘responsive website design’ - where pages automatically scale to suit the device or a mobile specific website - where your users are redirected to a mobile optimised experience.
A mobile optimised website is essential to ensure your customers can easily view your contact details, goods and service offerings, opening times and more wherever they may be.
easy start tip:
Check your own website and those of your competitors on your smartphone. Do they work well from a prospect’s point of view? Are all contact details readily accessible?
4. Start a Blog
Your small business blog is your chance to share your experience with your customers. You can also post special deals and showcase your offerings in greater detail.
A quality blog post is ‘evergreen” content. That means - that in 5 or ten years time, your information will stil be of value.
Take some time to address the questions you typically field from your customers - or additional facts or knowledge that may be of use to them. Always strive to assist and build relationships.
easy start tip: Make a list of the top 3 questions your customers may have. Write a simple responsive - just as if you were talking to them.
This is a fine start for a blog post. Showcase your knowledge and keep it personal.
5. Local SEO
Local SEO - or search engine optimisation - and blogging go hand in hand. SEO - is simply how your website performs in search quesries. Of course, the more often your website is featured on the first page = more leads.
To get started, ensure your web design is optimised for local search terms. Include your location, city, suburb in the meta tags throughout your website. This helps search engines help to know that you are a trusted local provider.
easy start tip: Use your preferred search terms as a basis for your blog posts.
6. Publish Simple Videos
People love videos. Take advantage of platforms such as Youtube and Vimeo. Make simple videos and upload them for free. Videos can also be featured on your blog.
easy start tip: Again, think simple. Why not set up your smart phone with a tripod and record 2-3 minute videos showcasing your knowledge and services. People appreciate honestly and simplicitiy and will enjoy the opportunity to get to know you and your business better!
7. Be Social
People love social media. And as a business owner - you should to. Again - it is free channel. Create a facebook page for your business and showcase images of your products, talk about your services or share useful links with your prospects. Deliver value. Stay top of mind. Comment and get involved. Word of mouth marketing is alive and well on Facebook. Take advantage of free advertising and the many outreach opportunities.
Easy Start tip: Ensure your business facebook page reflects your company brand. Keep it simple and dedicate just 15 minutes per day to Facebook marketing.
8. Get listed with online directories.
Online business listings and business directories - are effective and affordable. Many are free or have low cost listing options - and offer a simple and afforable way to lift your business visibility and get found online. You can usually include links to your website, a location map, service & product listings
Easy tip - Remember, even in this digital age, people still use directories to find local businesses. Ensure your busines contact details are listed on both yelp and the yellow pages for starters.
9. Claim Your Google listing
For local businesses - listing on Google is a must.
Google provides a free feature called “Google My Business.”
Listing your business here helps enormously with local seo. This listing helps your business show up for locally - on Google Maps and in mobile search results. Happy customers can leave positive reviews - and this is a great for future referrals.
Easy Start Tip: If you already have a Google Listing - ask one or two of your happiest customers to leave reviews. Also include images of your workplace or products.
10. Don’t forget offline marketing!
Offline marketing is important. This includes personal networking, building a local presence and print marketing such as business cards, brochures and signage.
Remember, people are not online 24/7. Find ways to reach them during their offine time. Flyers, mail box drops, customer referrals, andnetworking with other local businesses will always yeild consistent results.
The key is to create a simple marketing schedule. Allow time for these activities - and consistently monitor results.
Easy start tip - Make sure your business cards, brochures and flyers all reflect your brand consistently.
Bonus Idea:
Consider Infographics.
Why Infographics?
Infographics are powerful and popular marketing tools. They provide quick visual information, are easy to digest, and highly sharable.
Complex information is best shared visually. Again, be sure to incorporate your brand colours and style. Infographics are popular with customers - most of whom are visual learners. If you have information to present - an inforgraphic is a useful tool. A smaller professionally designed infographic is surprisingly affordable.
Infographics help your customers to learn more about you and your business in a fun and easy way.
Conclusion
I hope you found these simple and low cost marketing strategies useful.
The answer to ‘How To Market Your Small Business Online’ - is simple - yet requires a multi-faceted approach.
All of the above suggestions - if implemented consistently over time - are well proven strategies that will deliver measurable results. They require time - but are surprisingly cost effective.
Remember - think relationship building at all times. Try to help - not sell.
As Marcus Aurelius knew - getting started is half the battle. Take simple steps to begin marketing online - and continue to work at it over time. It is an investment for long term results. Rome was not built in a day!
Begin by reaching each out to people online you will ensure that your small business gets the attention it deserves.
Visibility = profitablity!
by Saul Edmonds