Marketing has changed dramatically over the last decade with digital channels consuming a larger portion of marketing budgets than ever before and customer centric programs taking center stage.  Modernizing your marketing plan to fit today’s consumer behavior is a necessity in order to remain competitive and continue to grow.    

Mix Traditional and Digital Techniques

Focusing just on online marketing (website, social media, SEO) or print marketing (direct mail, periodicals) will leave out a segment of your target audience that will not get to hear your message. No small business marketing campaign can do everything, but choosing several types of marketing that are affordable for you will give you the best results.

Video

Video can help your product and service descriptions come to life. It gives you the chance to show how your products work and seeing them in action will make your viewers more confident in a potential purchase. They also help you better display the functionality and benefits they will provide. Additionally, video can be used to build brand awareness and to showcase the personality of your brand.

New Customer Feedback

Every new customer should be asked how he or she heard about your business, and that information should be recorded for later analysis. Marketing campaigns need to be constantly evaluated and adjusted to avoid wasting money on ineffective strategies. Customer feedback can be gathered through surveys and reviews, both physical and online.

Seasonal Marketing

Most businesses can incorporate holidays and important events into their marketing strategy. Whether through the means of a storewide sale, discounts, promotions or celebrations, there are several seasonal marketing opportunities of which businesses can take advantage to boost revenues. Store design, decorations, social media posts and promotions will go a long way towards improving your seasonal marketing campaigns.

Experiential Marketing

Experiential marketing, at its core, is essentially bonding with your customers and potential clients. For small businesses, developing a relationship with your buyers will help promote brand loyalty and increase the visibility of your company. Experiential marketing presents a “hands on” opportunity for customers to get to know your brand and products. Additionally, it should provide participants with a lasting, positive impression of your company. Company tours, pop-up shops and tradeshow demonstrations are all effective means of experiential marketing.

As a small business owner, you already know that you have to wear a lot of hats. You are usually the first in and the last out and devote countless hours to making sure that your company is operating as efficiently as possible. However, sometimes it is best to seek the advice of an expert who can bring forth new ideas. Even if you already have a marketing plan in place, have it reviewed to ensure that it is as comprehensive as possible. 

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