You don’t have to spend a fortune to play in this arena. All you have to do is be clear, be consistent, and be present, even if it feels like no one is watching.
Running a small business takes all of your time and energy. Being a digital marketer on top of that sounds impossible. The truth is, you don’t have to do it all. You just have to do what matters most.
If you run a business without a marketing team or a million-dollar marketing budget, but you do have something important to say to the world, then this book is for you.
Start with Your Google Business Profile, it’s Free and Powerful
And even if you only take away one thing from this list, this should be the thing that you do. The completely optimized Google Business Profile will generate far more foot traffic and website visits than just about any other paid marketing strategy out there. Verify all of your details including your hours, pictures, contact number, and website. Share regular updates. Reply to every review, whether positive or negative.
Local search engine optimization is the most underused strength that small companies have over big businesses. Your competitor cannot become “the local business people love”, you can.
Quick wins
Get your most loyal customers to write you a review on Google this week. It doesn’t matter if you have 5 stars or not, having 50 reviews is better than 3 reviews all day long.
Pick One Social Platform and Master it Before Expanding
For small businesses, the biggest sin when it comes to social media marketing is dilution. These companies tend to open profiles on Instagram, Facebook, LinkedIn, Twitter/X, and YouTube but do not post regularly on any of them, resulting in a diluted presence.
Determine which social media platform your target consumer visits most often. If you have a B2B service, choose LinkedIn; if you manufacture fashion clothing, go for Instagram. It may seem obvious, but for a restaurant business, either Facebook or Instagram will work best. Choose only one platform and stick to it for 90 days.
Email is your Most Underrated Asset
Your email list is the only community you can call yours. Algorithms on social media platforms could reduce your visibility almost instantly. An email is a way to connect directly with those who are interested in hearing from you. This is very important.
You should not feel the need to send emails every day. You will be surprised at how much one carefully crafted email can make your customers come back again and again. Sharing something useful or interesting in your emails would be a good start.
Getting started
Use a free email marketing software such as Mailchimp or Brevo to gather email addresses. Include an opt-in form on your website with a small gift such as a discount code.
Content doesn’t have to be complicated, it has to be Consistent
You don’t require a professional studio, nor do you have to hire a videographer to produce high-quality content. What you need is simply your smartphone, proper lighting, and some expertise. Speak about your expertise, your work process, your office, your team members, and your answers to the queries posed by your consumers.
The human touch wins over perfection. And in this case, the video posted by the local bakery of their freshly baked bread in the morning would beat a stock photo post hands down.
Measure what Matters, not what looks Impressive
“Likes” and followers are vanity metrics. The truth is: How many people have come to your website this month? How many have called you? How many have purchased from you? Start using Google Analytics, which is free, and monitor the metrics that really impact your bottom line.
Check your metrics once a month, not constantly, not every day. Focus on patterns and trends, not sudden bursts of activity. Growth is better than virality.
You’ve Got This
Never before have the odds been more equal. Even a tiny business with a solid message, a solid reputation, and heart in what it does can best the large corporations that spend ten times as much. The methods cost nothing or very little. Your potential customers are right here, looking for you.
We at Novaria get excited about working with small businesses because we understand that there is always a human being on the other end. We can help you share yours.