What's the best way to market my small business?

For many small businesses, one of the biggest concerns is how to actually get customers. If you have a physical business, it can be easier because of foot traffic. If you're an online business, it can be easier because you have a broader audience. Either way, what we cover in this blog post will be applicable to you.

Before you start with any kind of marketing strategy, you first need to understand your customer. Who is actually going to buy from you? What do they want? Why is your offering more appealing than others? What are they looking for when they find you? Those sorts of questions are the ones that will drive your marketing strategy.

I'm sure you know that advertising is one of the most lucrative industries in the world. Big money is to be made there, but it also makes it harder for small businesses to compete. The good news is, you don't need to be the most visible. You just need to be visible to the right people.

Everything in this blog post is free advice. But from that, I want you to be able to use free tools. Of course, investing money can get you a better return, but that's not always the case. I worked with a small business that hired a marketing agency, and there was no difference in their sales after twelve months. Needless to say, a lot of money was spent, and that amount of money isn't available to every small business.

Another thing to remember is that results vary. Sometimes you might hit the jackpot; other times, you might not see anything as a result. It's important to persevere and keep adapting. A strategy you use now might not work, but in six months' time, it could be perfect for your business.

With all that said, let's cover the best ways you can market your small business for free.

Marketing with social media

Using social media can be the best way to get visibility quickly. By posting to platforms regularly, you are likely to gradually increase your viewership and give yourself a chance at driving traffic to your product.

It is worth remembering that people don't go on social media to shop. They end up shopping because they are influenced, and a part of that influence is entertainment. Think about the things that you enjoy looking at on social media. How can you incorporate content like that for your business? For example, estate agents now do walk-through tours because people like imagining what it would feel like if the house was theirs. If you're selling stationery, seeing people use that stationery, or creating some ASMR content can encourage people to buy it for themselves.

A common question is: what social media is best for my small business?

Every social media platform is different and usually has a different type of audience, which is why it's important to know yours. Life coaches will perform better with video content, or longer-form content, which may mean a podcast on Spotify or YouTube will reach their audience better than Facebook. However, a local artist may find better luck on Facebook, where people can reach out through messages and can see regular updates that don't have to be visual.

Again, people don't go on social media to shop, which means if they are interested in your content, it's important to guide them to an easy next step. Whether that's a link to your website in your bio or a way to message you with the click of a button, you need to guide them. Otherwise, you may end up with a lot of views, but not get any business.

Email Marketing

We all rely on email, and it's an effective way of communicating with one another on a more formal level. It's how we keep in touch with business and send important correspondence. Your email marketing list is your target audience. They want to hear from you. You just need to make sure you keep in touch and give them something of value.

It might be a newsletter or a special offer, but keeping in touch with your mailing list means that you are keeping in touch with your customers regularly.

Make sure that you have an easy form to fill in on your website where people can join your mailing list, and remind them why they would want to be a part of that.

Word Of Mouth

This is probably one of the best but most challenging ways to market your small business. When your customers have a positive experience with you, you should encourage them to share that experience, whether online or with friends.

One of the easiest ways to achieve that is some kind of incentive. I.e. giving a discount code that the customer and their friend can use on their next purchase. But sometimes, just asking for a review on Google can work.

It can be intimidating to ask for reviews and ask people to talk about your business, but think about how many times you've been swayed in a purchase because of a review? They are important! So it's worth asking.

Printed Marketing Materials

This one isn't free, unfortunately, but if you have your own printer, it can be low cost. Posting flyers through doors or handing them out to local businesses gets your business name out in the world.

You can use Canva for free to create something visually striking that, again, must have a call to action. What do you want people to do when they see that flyer?

So, what's the best way to market my small business?

The truth is, a little bit of everything. Social media and email are your best bet for getting started, as it costs nothing (unless you pay for mailing platforms). Trial and error with different strategies will show you what is best for your business.

Just remember, be clear with what you're offering and what your customer should do next!

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