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Reaching your customers is vital, especially in the early stages. It’s essential that you are in touch with your customer base and that you understand their needs.

Marketing is more important for business owners than ever before. With that comes the challenge of deciding how to best market your brand to your customers. Although there are countless approaches, the tips outlined below will help you build your customer base, establish brand equity and get sales from customers that organically discover your brand while browsing online.


Google Business Listing

Small businesses should utilize Google My Business for its numerous advantages. By harnessing this tool, businesses can significantly enhance their online presence. One of the key benefits is improved visibility in Google listings and search engine results. When potential customers perform a Google search, a well-optimized Google My Business profile ensures that your business appears prominently in the results, increasing the likelihood of being noticed. This can be verified through a simple search, and by taking ownership of your Google listing, you gain control over how your business is portrayed.

Furthermore, Google My Business allows businesses to confirm that their store information is correct when it appears in a Google search. This accuracy is essential for providing potential customers with the right details, such as operating hours, contact information, and location. It’s also vital to ensure that your store is accurately mapped, making it easy for customers to find you. Additionally, the tool empowers businesses to upload and regularly update store photos and links to their website and social media platforms, further engaging potential customers and conveying a professional image.

Perhaps most importantly, Google My Business plays a crucial role in search engine optimization (SEO). Ensuring your store is at the top of search results can significantly impact your visibility to potential customers. A well-optimized profile, consistent updates, and accurate information all contribute to achieving this coveted top spot in search results. In conclusion, embracing Google My Business is an integral part of a small business’s online strategy, offering the means to fine-tune its digital presence and connect with local customers effectively.

To learn how to more about creating a Google Business Page for your business, follow this link:

For more information on how to manage your Google Business Page visit:


Search Engine Optimization (SEO)
& Search Engine Marketing (SEM)

When it comes to establishing a strong online presence, SEO and SEM strategies are valuable tools. Search Engine Optimization organically improves a website’s search engine results ranking through optimized website content, allowing for your website to rank on page 1 of Google search vs page 5. While Search Engine Marketing, is paid advertising to place a business’s ad at the top of search engine results (where you see “sponsored Ad”) for specific keywords. Combining SEO and SEM can result in benefits including driving website traffic, increasing visitor to customer conversion rates, and better reaching target audiences.

Here is a link to Google’s SEO Starter Guide:

Here is a link to Google Ads:


Host an Online Contest

We all know the premise of a giveaway. A business picks from a pool of participants and awards the winner a prize. The trick with online contests is catering them to meet your marketing goals. Understanding the various tactics used to create a giveaway is the key to successfully growing your business with this strategy.

It all starts with a prize. If your goal is to convert extremely targeted customers that will check out your company, offer a prize that’s related to your niche. If you want to cast a wider net and grow your traffic and subscribers, a popular product could cause explosive growth for your business.

Next, you should think about how you want people to enter your event. If your goal is to get new people interested in your business, you could add a stipulation where participants have to tag three friends on your post. Doing so could result in more entries and improve brand awareness.

Don’t forget to announce the winner on social media and tag them. You’ll show other people that your contests are legitimate, which could convince them to participate in future events.

A website you can use to gain email addresses and phone numbers to add to your email list while running a giveaway is:


Look for Guest Posting Opportunities

In many cases, publications accept guest posts, or articles, from experts that understand the industry. When you want to market your small business, make sure you’re emailing publications, checking websites for pitching opportunities, and overall, striving to generate more links to your business on other websites.

Link-building is an integral part of creating a great website/social media page. A good link structure can make it easier for users and crawlers to navigate your site, build your reputation as an expert, and grow your SEO ranking.

If you want to find more guest posting opportunities, look at your favorite publications and see if there is a way for you to contact the editor. Thank them for their time and explain your idea for a pitch that is relevant to their website. If they approve, you can write your article and include links to your site.


Email Marketing

If you’ve captured email addresses through blogging, social media contests and/or past purchases, don’t neglect them! Use email marketing campaigns to stay in touch with your audience.

Your targeted email marketing can help to develop relationships with customers. Solutions like MailChimp and Flodesk are affordable for small businesses to use. You can send out a few emails a month, or set up triggered autoresponder campaigns like the following:

  • A welcome email series that thanks users for signing up to receive updates
  • Triggered autoresponders that send follow-ups based on page views or abandoned online carts
  • Order confirmation series, which include information on purchase order, receipts and tracking information if relevant
  • A surprise birthday email with a special discount code

Making use of a third-party email service allows you to send the same content you would in an eblast from your own email but to a purchased list of email addresses. This strategy allows business owners to reach consumers not otherwise included in their email database.

Great content doesn’t guarantee that recipients will open your email, but there are ways to improve audience engagement, open rates, and conversions.

Follow this checklist when crafting your email:

  1. Sender address. Make sure your emails are coming from a recognizable sender name, preferably a business address to emphasize legitimacy.
  2. Subject line. Does it tell the reader what’s next? Is what’s next worth clicking? You should create an enticing subject line that draws the audience in for more.
  3. Is your content optimized for mobile viewing? Does it deliver on the promise of your subject line? Is it visually appealing and easy to read?
  4. Call to action. What is your call-to-action (CTA)? Do the recipients know what you want them to do? Is it easy for them to do it?

Be sure that the content of your email isn’t too text-heavy, and that your copy is short, to the point, and easily scannable. Break things up using white space, images, clear headers and bullet points — anything that helps draw the eye to pertinent information. Your goal should be to create a fluent, cohesive presentation that leads the reader to the inevitable click-through.


Social Media Influencers

Social media is an excellent place to market to consumers that could benefit from your business. About a third of referral traffic starts on social media, so you should do everything you can to convert consumers on various social platforms. Start by creating detailed customer personas that help you understand the kind of individuals you want to help. Persona sheets include essential details like your consumer’s pain points, goals, and demographic information.

Once you have a firm grasp on who you want to reach, it’s time to find a social media influencer that wants to champion your cause. Influencers are online celebrities that promote products or services in exchange for cash payment, commission via affiliate links, or a selection of your best products in a sample pack. Business owners usually send influencers special promotions for their followers, which helps both businesses grow.

The key is to find influencers that already interact with your target audience. Their already existent connection with your base will help build social proof and convince otherwise unsure consumers to go to your website.


In-store Events

Hosting in-store events can be a game-changer for your small business, offering a multitude of benefits that extend far beyond the four walls of your shop.

Create In-Store Experiences: In today’s digital age, consumers are not just looking for products; they seek memorable experiences. Hosting in-store events allows you to transform your shop into a hub of excitement, providing customers with something they can’t find online. Whether it’s a product launch party, a live demonstration, a workshop, or even a themed celebration, these events create a unique atmosphere that sets you apart. Customers who attend these events often associate your brand with the positive emotions and memories created during these experiences, fostering loyalty and a stronger connection.

Partner with Other Brands/Businesses: Collaboration can be a powerful tool for small businesses. Hosting in-store events offers an excellent opportunity to partner with complementary brands or businesses. By sharing resources and co-hosting events, you can tap into each other’s customer bases, expanding your reach and attracting new potential clients. This not only diversifies your customer base but also introduces your brand to a broader audience. Moreover, it showcases a spirit of community and support that resonates positively with consumers.

We hope these small business marketing ideas help keep your business running in tip-top shape. This list is a great guide, but don’t limit yourself to only these ideas. Keep thinking about your business and customers as both of them change, grow, and evolve. You’ll find new ways to improve customer experience and your bottom line if you keep your eyes open. And as always, reach out to your dedicated marketing manager for more opportunities.