Despite the current economic climate, small businesses and medium-sized enterprises can still succeed. Businesses can rise above the competition where there’s demand for a product or service with the help of an intelligent marketing strategy.
Some businesses today admit to limited marketing budgets holding them back from reaching their customer base, with news of newly launched or upcoming products falling flat without being picked up on by the public.
Implementing a marketing strategy may well be the most important thing a business can do – and it doesn’t have to cost the world. Of course, it’s well within a company’s interests to reduce its marketing spends while putting into place the most beneficial plans, and there are a number of cost-effective routes open to a 21st century business.
The importance of having a strong website
The internet undoubtedly plays a huge role in the modern world. Personal computers and, in more recent years, laptops and tablet computers have slowly edged the television set from its decades-long reign as the home’s focal point. With a huge number of U.S citizens today making daily use of the internet, increasingly via tablets and smartphones, having a great website couldn’t be more important. This has to involve strong aesthetics so a business comes across as professional and trustworthy, and also functionality so that users feel engaged and find a site easy to navigate.
Being visible on the internet is essential. With more and more people choosing to shop online, it’s important for a business to increase its visibility. The best methods include using a mixture of search engine optimization (SEO) to achieve better rankings in the results of popular search engine sites, such as Google and Yahoo, and activity on social networking sites such as Twitter, Facebook, and Google+.
A return to tradition
Of course, it’s not all about technology. The world’s population may be increasingly tech savvy, but printed marketing materials have been around for centuries, and there’s one simple reason – they work.
Especially for smaller businesses targeting residential or business areas in their locality, or looking to attract the custom of shoppers passing through nearby retail centers and shopping districts, printed marketing material allows businesses to reach customers in a variety of ways.
Printed banners hung on poles will grab the attention of passers-by simply by the space they take up. Likewise, flyers can be posted out to residents in specific zip codes or handed out to shoppers on the street. Glossy brochures can be left in suitable venues, such as serviced office centers for B2B enterprises, or local hotels and information centers for businesses seeking to attract custom from tourists.
The business card – a timeless classic
Anyone who’s attended a weekend conference or regularly sits in on business meetings will testify to the importance of a good business card. Handing over a business card to a potential client or business partner can be a great way of showing them real interest, professionalism, and trustworthiness.
Tried and tested – email marketing
Email campaigns have proven useful to businesses in every sector – from office cleaners to grocery stores and recreation centers. Business owners should build an email list gradually by requesting customer email addresses with purchases made in store and online. Some people might be naturally reluctant to subscribe – which is why it pays to offer special deals, discounts, and engaging newsletters for those who do.
Ultimately, it all comes down to selling the brand; being active and promoting a company’s name, colors, and mission statement whenever possible. It’s about giving the business a face and a voice, making other businesses and the public know what is on offer – and that as a name in the industry or market, the company is here to stay.
Featured Image: Creative Commons – Attribution by Victor1558 on Flickr
Article by Charlton
Charlton works for Minuteman Press, a printing company which provides high quality printed marketing material for a variety of businesses. More information can be found at www.shop.minutemanpress.com.
Article publié pour la première fois le 18/04/2013