SMART Marketing tips – the COVID-Christmas edition

Take advantage of relevant opportunities only - Unfortunately for small businesses, now is not the time to experiment or stretch your small business too thin by acting on each and every marketing ‘opportunity’.  Identify opportunities that will increase your business’ visibility and positively affect your bottom line.

Increase your content output - This does not necessarily mean creating new content but re-working existing content to keep your business at the top of the customer’s mind.  It also means identifying and utilizing platforms to share content consistently.

Get active in business communities, with influencers and in the media - There is strength in numbers.  Sometimes when opportunities are presented, it’s for groups, coalitions or associations.  Standing alone benefits no one, especially you.  Identify and engage industry influencers who can give your business a boost.  These persons ‘talk up’ your business and influences customers to try your products.  And most importantly, don’t shy away from the media.  Opportunities for interviews or a ‘write up’ definitely gives your business a boost and a buzz plus it lives on, even after the encounter is completed.

Become the face of the business - Customers usually buy from people they know and trust.  Building your own personal brand and becoming the voice of authority on your business goes a long way in building trust. Putting yourself out there also allows customers to become more familiar with you, your personality, your business and your thought process.

Don’t depend on your customer base only - Yes, it costs more to acquire a new customer than to retain/serve existing ones but the fact is that your current customer base may not need what you are offering right now.  Look into new acquiring new customers through referral programmes or by expanding your customer search.

Invest in an online presence - I recently had a conversation with a small business owner who confirmed that most of his more recent business comes from his website.  The importance of having an online presence cannot be stressed enough.  Social media platforms are a ‘front’ for your business online.  Every online action must lead back to your website.  Also, ensure your website is optimised for SEO, SEM and Google.

Listen to your customers - If listening to your customers is not a skill your business has developed, now is the time to start.  No customer will buy a product or service that they do not want or need.  What is the research saying? Is your product or service still useful to the market? Will some tweaks here and there make it a better product or service for your customer group? Listen to what your customers are saying and act accordingly.

Have a budget - Sure, there are marketing activities that can be done for free or at little cost but certainly to take the marketing message further and reach those new customers, a budget will be required.  No, you don’t have to break the bank but that is why it is important to identify relevant opportunities.

Study your competitors - There is only one way to beat the competition; know what they are doing.  Buy their products, learn how they attract customers and beat them at their own game.  No, don’t copy them or engage is espionage, learn from and exceed their efforts.

Hire a professional marketer - Finally, someone once said ‘If you think it’s expensive to hire a professional, just wait until you hire an amateur’.  Marketing is a professional’s job.  It is an art and a science.  Do it yourself only if you know exactly what you are doing.  If you don’t, hire a professional!