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Quick tips to help market your small business

Are you hoping to start marketing your business but you’re not sure where to start?

Read on to discover our top 5 marketing tips to help market your small business.

1. Understand the difference between advertising and marketing

Marketing is so much more than just the promotion of your business. A good marketing approach involves identifying an audience with a need or pain point and then providing a product or service to solve this. I believe that advertising is just one part of the marketing toolset, and it’s related to the promotion of a product or service, generally through paid channels.

Kimberly McCall of Marketing Profs sums up the differences between marketing and advertising well when she writes:

“A simple concept by definition, if not execution, marketing is every way you touch a prospect or customer. That includes tools such as paid advertising, and it also includes dozens of smaller variables, everything from how your receptionist answers the phone, to how an order is fulfilled, to the positive or negative buzz about your product.”

2. A good marketing strategy cascades from your business strategy

What are your business goals right now? In 3 months? In 6 months? In 1, 2 or 5 years? An effective marketing strategy can’t be put in place until you’re clear on these, as it needs to be tightly aligned with your business objectives.

Potential goals that can drive a marketing strategy, both short and long term include:

  • Brand awareness (Who needs to know about you? Why? How will you measure this?)
  • Revenue growth (How much? By when? From whom?)
  • Product or service adoption (How many? By when? What does this mean for your business, e.g. break-even point?)

There are a variety of other goals that you may have, but it’s likely that your primary business and marketing objectives will include one of the above points if you’re a small to medium business in Australia.

3. Know your audience

You can’t reach and have an impact on a group of people when you don’t know who they are, where they are or when they are there (or what interests them!) How well do you know your audience? Do you have one or more distinct groups of people you’re looking to reach? What makes them different? And how will your messaging change for each of these groups?

4. Be both planned and spontaneous

Every good marketing strategy needs some form of plan aligned with it. A marketing plan enables you to be clear on the activities you’re expecting, when and what resourcing (and budget, if any) are needed. It should also outline how you’re going to measure success. There should need to be room for spontaneity, however, as opportunities may arise that you may want to take advantage of, from a simple hashtag through to a new piece of hero content.

5. Consider your goals before you jump into any channels

Use your marketing goals, your audience understanding and your available resourcing and budget to determine which channels you decide to use. Which audiences will you reach on each channel? Which stages of the buyer journey are they sitting in? And how will your use of each channel drive your much-needed business results?

If you need more tips to market your small business or startup contact us today.