Business growth is directly proportional to the number of ideal clients you can get in front of by the most economical means possible. Factor in a solid sales program and you can take a nice little niche business started on your kitchen table and end up on Main Street selling to the who’s who of your community. There are many variables in play, but the key component is the number of impressions you can secure from your audience.
The question is, how does a small business with limited resources get the exposure they need to get off the kitchen table and into prime real estate?
Old fashioned advertising was always a 50/50 shot. You put together what you think is a good ad, place it in the paper or a magazine and wait. Four to five weeks later, you know whether or not there was any success. Then you tweak the ad or start over and try again. It was always an endless cycle of frustration for my team and myself to collect data from and make decisions that we could back up with a reasonable amount of confidence.
But now, we can place an ad on either a search or social platform and know by tomorrow afternoon if it is resonating with your target audience. No more waiting, and hello instant gratification! The data can be analyzed in real time and we can make changes on the fly to further drive our conversion rates.
- Social engagement
Social media allows you to network and engage with prospective customers in their own space. Not only do you have the ability to approach your marketplace where they live, you can approach them in large numbers with minimal effort and time. Social, when done properly, will majorly impact your ability to gain impressions from prospective customers. Do your research, come up with a plan and be consistent!
- Content marketing
People will not share your name, product, or website just because you ask. Their following won’t stand for that level of shameless promotion. But, if you provide value to your audience through content that addresses their pain points and frustrations, they will promote you. It is easy to get lost in the shuffle of “me too’s!” in today’s marketplace; but by providing value to your audience through your website and blog, you can gain their attention by solving their problems. It’s all about the value you can provide.
- Email marketing
The almighty list! Securing email addresses from prospective, past and current customers can help you gain insight into your market as well as promote new services and products while asking for referrals. Email marketing can be tricky; but once you find the balance, your list can be as productive as any great sales person on your team.
- Find your balance
No one plan will work for every business; but the trick is to get started (today!) and find out what works for you and your company individually. The list above is a good starting point, but may require modification to get you where you want to be. Put in the time, consult a professional and start seeing results!