Know your audience
When it comes to designing and executing your marketing strategy, the most important thing to fully understand is your audience.
Having a clear picture of who your ideal customer is and who your actual customers are is integral to how and where you will communicate with them.
You should take time to truly understand your customers by getting valuable feedback from existing ones, conducting extensive market research, and by collecting and analysing data on people who either visit your site, interact with your social media or visit your store etc.
Know your USP and how to communicate it
When it comes to messaging you need to get across what makes your product/service different from your competitors; providing a clear value proposition your potential customers can understand and benefit from.
Whether you’re faster, cheaper, better quality, or a combination of these factors, you should identify what makes you the best choice and draft up various ways you can communicate that.
You should consider how you can get your message across via text, images, and video to give you plenty of options to test out what works best.
Know your goals
Before you begin actually marketing to your potential customers you need to decide what the end goal is for your marketing campaigns.
Do you want people to sign up to an email list, buy a product, purchase a premium subscription, upgrade their subscription, refer a friend etc.
Once you know the end goal for your campaign you can begin picking the best marketing channels to use, fine-tuning your message, and designing your ads, posts, leaflets, etc.
Pick 3 core channels to focus on
As a small business, marketing can be quite overwhelming. Especially if you complicate your strategy by including too many marketing channels at once.
A good piece of advice is to narrow it down to 3 channels such as paid social media ads, Google ads, and SEO for instance. Of course, there are many more to choose from and understanding your audience and your goals will help you decide which channels are best for your business.
Ideally, once you’ve got your message out there through your various channels you’ll want to automate as much of the process as possible so that you can focus on tasks needed to run your business.
Using automated software to schedule social media posts and ads which run automatically are a great start to being in a position where you can just press ‘go’ on your marketing and watch the customers come in.
Get and listen to feedback
A final thing to remember is that very rarely do businesses get their marketing right the first time and rarely is their marketing always right. It will need refreshing and re-assessed on occasion in order to be optimised for the business goals and potential customers.
That’s why getting valuable feedback either through data (such as clicks on a certain ad dwindling) or through qualitative feedback such as focus groups or surveys is fantastic for optimisation.