The Importance of Marketing Your Small Business
Marketing is the process of informing the public about your business. It’s a way for customers to know that you’re there, inform them about what you have to offer, and tell them how to get it. Businesses—especially small businesses with limited resources—can benefit from incorporating marketing into their overall business strategy and approach.
Marketing can be done in many different ways, but it’s important to choose a strategy that fits your business model and works well with your personality.
In this article, we will review 10 different strategies your local business can use today to grow its digital footprint.
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10 Tips to Market Your Business in 2022
If you own a service-based business, it’s time to start incorporating these tips into your strategy. There are some things to keep in mind when thinking about marketing, specifically for your type of business:
Marketing helps you attract more customers. If potential clients don’t know that you exist or what you do, they won’t hire you, buy from you, or refer you to others.
Marketing helps audiences remember who you are and what you do. This is especially important if your business has a lot of competition. Your customers may forget about the one thing that sets your business apart, so consistent reminders help ensure that your brand stays top-of-mind for them when they need your services again.
A successful small business needs to have an effective marketing strategy in place at all times. By implementing a thorough marketing strategy, a small business owner can generate sales leads on auto-pilot, meaning they can focus on other aspects of the business that need attention.
You can always stay up-to-date by checking out other helpful articles in our Signpost blog to grow your marketing know-how. But to start, here are 10 tips to get the ball rolling.
1. Know your target audience.
Have you ever thought about what it means to know your audience? You may have asked yourself questions like “Do I know my customers well enough?” or “How can I better understand my customers?”
Knowing your customers allows you to meet their needs which results in more repeat customers who may recommend your business to others. As a result, you can grow your business by gaining new clientele through word-of-mouth advertising.
The more you know about your audience, the easier it is for you to market effectively because you can create materials that meet their needs. You can do this by studying the demographics of your customers and thinking critically about who they are and what they want from a product or service.
For example, as an electrician, you can do a survey during times of peak seasonal demand to better understand the kind of needs your ideal target market has.
2. Put together a clear marketing strategy.
When thinking about marketing, you need to consider your target audience and what messaging would work best for them. You also have to consider the different channels available for your marketing efforts. In some cases, it may make sense to advertise in multiple channels. This is known as multichannel marketing.
For example, let’s take the case of a general contractor. The marketing plan’s messaging would depend on whether they’re trying to attract new homebuyers, win over commercial clients, etc.
If they’re targeting new homebuyers, they could advertise on home shows and talk about how he can help them remodel their current homes or build their dream home from the ground up.
If they’re targeting commercial clients, they’re marketing efforts would be different since they’re going through a different process than a typical homeowner would. They could advertise on news programs and talk about how their team of builders can renovate or construct an office building. This would increase the awareness of a company and emphasize the productivity and efficiency of the business.
3. Nurture leads through an email marketing plan and text messages.
When you’re in business, it’s easy to get caught up in making sales. However, if you don’t nurture your leads—those who have shown interest in what you do and are likely to become customers—you’ll lose them if they forget about you. And if you’re a service business, losing a lead can mean losing a customer or repeat business.
Email marketing is a great way for any type of business to keep in touch with their customers and nurture leads. If you’re an HVAC contractor, you will likely have just as many service calls for new jobs as for emergency repairs. If so, your marketing emails should reflect this.
For example, if someone signs up for a free estimate on a new air conditioner installation, it would be effective to send them an email with a coupon or discount code to use when they decide to get the job done. You can also add them to your email list for future offers on new products or services.
If a customer has a service call coming up for an air filter change or something else that doesn’t require immediate attention, send them the reminder email. A missed appointment means less money in your pocket!
Text messaging is another relevant way to nurture leads in a more personal way on the device that’s constantly right in front of them. This can prove vital for service businesses who are always trying to stay at the top of customers’ minds.
4. Take advantage of social media marketing.
Social media marketing has become an important marketing tool for service businesses. It can be used to enhance current business practices. The most important thing to remember about social networks is that you need to tailor your approach according to the platform you choose and the type of audience you hope to reach.
If you’re using social media as a way to enhance your existing marketing strategy, you’ll have the advantage of leveraging the content and brand recognition already built up through other channels. After all, if people are already familiar with your brand, they’re more likely to be receptive when they hear about it on social media. You can also use social media platforms to get feedback from customers in order to make adjustments that will improve your business.
For example, let’s say that you run a roofing company and you have a Facebook page where you create social media posts of projects completed by your company. If you’re getting positive reactions but only getting a few leads through the page, you might want to take advantage of Facebook ads. You could target specific demographic groups using location or interests.
5. Claim your business on Google Business.
Claiming your business on Google Business is an important part of marketing for service businesses such as plumbing companies. It is free to do and can be done easily online, but time must be allocated to it.
If you’re a plumbing business, people search for plumbers on Google all the time. They type in things like “plumber near me”, “plumber prices” or “plumber coupons”.
By claiming your business on Google Business, your contact information will be visible alongside other local options. Customers can then call you to ask questions about your services and schedule appointments.
This is just one way that the information you publish about your business online can help generate more leads and sales.
6. Set up accounts on review platforms.
Review platforms are great resources for people looking for the right service provider. When people are considering hiring a plumber or fixing their roof, they can look on these sites to find reviews from previous customers and make an informed decision on whether or not to buy.
As a business owner, you should be doing everything you can to get onto these platforms so that you can leave positive reviews for your customers and get high-quality leads. However, it’s often difficult to find the time to stay on top of online marketing.
Signpost helps you manage your profiles on multiple review platforms, including Google My Business, Yelp and more! By using Signpost’s automated features, you’ll be able to stay up-to-date with your accounts while also spending less time on them.
You don’t have to worry about missing important reviews because Signpost will alert you when someone leaves one. You’ll also have access to tools that help you respond faster and prevent spam reviews in the future.
7. Consider your website’s SEO.
A fully functioning website is a must for service-based businesses and corporations alike. Consumers might go directly to your competitor if they happen to find your website difficult to navigate or find online. It is important that you consider your website’s search engine optimization (SEO) as well as its landing page, content, and design.
You must create a site that is user-friendly and search engine friendly. It should be easy for your prospective customer to find exactly what they are looking for quickly and efficiently! The first thing most people do when trying to find a company is going online. If people cannot easily find you then they may go to a competitor.
Content is equally important. Your content should be up-to-date, accurate and relevant so consumers know exactly what services you provide. Furthermore, it should be written and include keywords to attract your ideal customer.
8. Try influencer marketing.
Influencer marketing has become a commonly used tool in the marketing of many products. People with large social media followings, often referred to as “influencers,” are contracted by companies to promote their products or services. This has become such a common practice that some influencers now have contracts with multiple companies.
While this may not be as prevalent in some industries, influencer marketing is well worth considering for business. The key is to find a way to get the message out to influencers who will share it with their followers. These followers should belong to your ideal target customers.
In order to accomplish this goal, you will have to do some research on your own. First, you need to decide what kinds of influencers you would like to target. Then you need to get in touch with them and get their approval. Next, you will have to create ways for them to share your message.
See your return on investment pouring in after!
9. Offer discount coupons or free products/services.
Coupons are an excellent way to attract new customers from a service business. If you offer a discount for a service you provide, this will be an incentive for potential clients to try your services.
For example, if you’re an electrician and you offer a coupon for 10% off electrical work, you’ll win over new customers who might not have considered using your services before. You can also offer free samples of your work—as long as it won’t compromise your integrity or reputation (for example, if you’re an interior designer and don’t want to spoil the surprise of how they’ll decorate their house). But giving things away is only part of the equation.
You can place these coupons on your website and social media pages, or you can send them by text and email to your customers and prospective customers.
If you want to make sure that people redeem the coupon or sample, you should communicate with them about it. For example, include a note with the coupon to let them know that it’s only valid for one month after they receive it.
It’s also important to tell potential customers that you’re confident in the quality of your services and are willing to give away some freebies to prove it. If you do this properly and keep communication lines open, there’s no reason you won’t see your customer base thrive.
10. Host workshops and webinars.
Hosting workshops, webinars, and even trade shows is an effective marketing campaign to reach out to customers, both old and new. By creating a unique opportunity to learn from someone who knows what they’re doing, you’re giving your customers a chance to level up their skills in a specific area for which you’re the authority. This can then lead to referrals and word-of-mouth marketing.
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With the explosive growth of online learning platforms like YouTube, it’s easier than ever to make these events available to anyone, anywhere in the world. You can also host local events to grow your local marketing channel touchpoints. This especially applies to service businesses. For example, you could teach DIY cleaning and plumbing tips.
Webinars and workshops provide an opportunity for people who hire your company to learn more about how they can do better work themselves. They get the tools and knowledge they need in order to make their lives easier. This has a positive effect on the branding of your business.
Upgrade your small business marketing with Signpost
When you’re starting a small business or looking to increase growth, it can be tough to find the time and money for marketing. That’s where we come in.
Signpost’s suite of services helps small business owners get more leads and keep them coming back. Not only are our tools are easy to use, but they’ll help your business grow by showing you how to attract qualified leads and grow your cusomer base.
If you need review management software for your business without the stress, Signpost is a cost-effective solution. Request your demo today.