Digital marketing has enabled small businesses to reach out with their message in a more straightforward, cheaper, and more efficient way.
Small business owner – how get started with your marketing
Before the internet, you had to spend massive money on, for example, TV commercials or newspaper ads to build your brand. Digitalization also allows smaller players to grow large with low funds.
An example: With just SEK 200,000 to spend, Filip Tysander founded the watch company Daniel Wellington. Thanks to extremely smart influencer marketing, the company had a turnover of SEK 1.5 billion four years later.
For small businesses, marketing can consist of a variety of strategies to communicate and convince your customers. They can include paid advertising, events, promotional campaigns, online traffic, social media, email campaigns, and so on.
Each marketing activity reaches a specific type of customer and a certain number of individuals. Therefore, every company needs a mix of tools to create an effective marketing strategy – your company’s marketing mix. An effective mix should lead to:
- More customers.
- Customers that buy more products.
- Customers that buy more expensive products.
- Customers that buy products that are more profitable for you.
Each option increases your income and your profits. However, the last three all depend on the first. Before you can convince customers to buy your product, you must first get them to come to you.
Only a small part of the potential target group will turn into actual customers. Effective marketing must, therefore, communicate directly to the needs of the primary target group. Otherwise, you are wasting time, money, and other resources trying to attract customers who will never be yours.
The demographics of your target audience affect all the choices you have to make in your marketing. Understanding your intended customers will make the following decisions easier:
- What kind of language should you use in your marketing? How should you address the target audience?
- What media platforms should you use for your marketing?
- What keywords do you need to optimize for search engines?
- Are there other companies or organizations you can partner with?
- Is there a sponsorship context where you can create awareness and get goodwill?
- Will you have promotions or discounts?
- How should you interact with customers to sell and distribute your products? Online, offline – or both? Do you need a website, an e-commerce platform, something more?
If it is difficult to answer any of the above questions, you may need to do market research that will better help you understand your primary target audience.
When you know your primary target group, you must present them to your USP (unique selling point), that is, the irresistible offer and value that no one else has and which will make them buy from you. The USP is at the heart of both your business and your marketing. It is the promise you make to your customers that describes what you offer, how the customers will benefit, and why they should choose you.
The USP is determined not only by your customers but also by your competitors. To convince customers to choose you rather than a competitor, you must demonstrate the benefits that only you offer – such as availability, price, status, or value.
Now that you have the core concept of your marketing, as well as a primary target group, get going!
Easier said than done?
Customersonly is the marketplace for marketers. We have access to every possible competence for every step of your marketing. Can you do some parts yourself? Do you even have the time? From what stage do you need help? Contact us, and we promise to present the resources or the team that is best for you.