Digital Marketing Techniques for SMBs - Marketing icons on a Digital Background with a Smartphone

Best Way to Market Your Business – Digital Marketing Tips for SMBs


Looking for some quick, actionable digital marketing techniques for SMBs? Then don’t miss this list of quick tips that we have put together to help small business owners gain an advantage over their competition! 


With these few tips and a small investment of your time, you will have numerous actionable techniques in your hand that can help you grow your small business online very quickly!


Still here? Cool! We know that your time is valuable, so let’s get started!


Digital Marketing Techniques for SMBs - Marketing icons on a Digital Background with a Woman on a Laptop


Best Way to Market Your Business 



#1 – Local Search Marketing


Google, Bing, and also the other online search engines have revolutionized how we discover, how we collaborate, how we go shopping and how we communicate within our regional communities. Today, Google alone takes care of more than 100 billion searches per month around the globe.


Of those searches:


  • 4 billion desktop inquiries every month in the USA alone have local intent.
  • 50%+ of mobile inquiries have regional intent.
  • Approximately 15-20% of all searches are mobile.


From these numbers, we can assume that there are around seven billion unique regional searches every month on Google in the USA.


You see…



Google, Yahoo!, and Bing are all returning local search results that have challenged the Yellow Pages and, in several locations, surpassed their overall usage as the public’s favorite approach for discovering local businesses.


Since March 9, 2009, Google started showing local search results for generic questions, meaning that local search queries no longer need to include any kind of city or geographical identifiers in them search to show search queries related to where the search is coming from.


Not to mention that mobile search is absolutely exploding. Did you know that an average of 88% of local searches that are looking for local businesses on mobile devices either call or visit the business that day? It’s true…


Here are some more local search statistics that you may find interesting:


  • 4 in 5 consumers use online search engines to find local info. about businesses
  • 46% of all Google searches are trying to find local information
  • 97% of people find out more about a local business online than anywhere else
  • 72% of customers that did a local search visited a store within 5 miles of where they were searching
  • 61% of mobile searchers are a lot more most likely to contact a local company if their website is mobile friendly
  • By 2021, mobile phones will influence more than $1.4 trillion in local sales
  • 18% of local smart device searches led to a purchase decision within one day, compared to just 7% of non-local searches 
  • 78% of location-based mobile search results pages that are found result in an offline purchase
  • ” Near me” or “close by” type searches skyrocketed by more than 900% in just a 2 year period


Best Way to Market Your Business - The Word So in White Letters with a Black Drop Shadow


What does this mean for My company?


Well, what this means to your company, is that you have a HUGE potential to bring in a ton of new customers using local search optimization! Depending upon your type of company, your advertising budget and your resources, local search may be the right next move for your business. 


Google, Bing, and all of the various other search engines have changed exactly how we find out, how we team up, and how we shop as well as how we interact within our neighborhood areas. The major search engines are all currently returning local outcomes that have tested our typical searches in Yellow Pages. In numerous areas, local searches exceeded the Yellow Pages and other common methods as a favorite technique for finding local businesses as well as neighborhood info.


Now more than ever, it’s easier just to pick up your phone, click a button and speak a search term to let the search engines do all of the finger walking for you!


Now is the perfect time for local business owners to start thinking of the most efficient small business advertising and marketing strategies. Bottom line before we move on to other marketing techniques for local businesses, if you want to find the best way to market your business… If you have a physical local business or website that you want to rank in your area to let people know that you are there… You can’t miss with local SEO!


Digital Marketing Techniques for SMBs - Marketing icons on a Digital Background with a Smartphone


Best Way to Market Your Business – Other Marketing Tips for SMB’s



3. – Know Your Audience


When taking planning your small business marketing strategy, the first and most important thing in being able to effectively communicate with your target audience is understanding them.


Ask yourself these questions to better get a bead on your target audience:


  1. Who is your target market? (demographics)
  2. How much money do they make?
  3. What kind of hobbies do they have?
  4. Where do they get their information from?
  5. Where do they hang out online and connect with friends? Colleagues?
  6. That is most important to them?
  7. What are their main problems or gripes?
  8. What types of solutions can you offer them to remedy them?
  9. What would motivate them to buy?
  10. Who had these customers prior to you?
  11. What are their biggest arguments to utilizing your solution or item?


Once you have your target audience defined and in clear sight, your business will be able to create highly-targeted advertising projects that get the best results. These will aid raise brand awareness and encourage brand loyalty by knowing:


  • Exactly what they are thinking
  • Exactly how to fix it
  • Exactly how to motivate them


User personas are extremely helpful in helping you understand your target market, and help you effectively market your product or service to them: User personas help to reveal the various ways in which individuals search for, get, and use products, so you can concentrate your initiatives on enhancing the experience at different levels of involvement.


Here is a user persona template that we have designed to help you!


If you need support to specify your target audience or producing effective PPC and social networks marketing projects, contact us today!


This made use of to be an easier target market concern to respond to. With the intro of the net, it has actually made it more difficult. A target market instance for this would certainly be on-line (social media, on-line short articles, Google etc.), standard (papers, publications, word of mouth) and marketing techniques (billboards, transit advertising and marketing, and media marketing).

Once more with the introduction of technology, these techniques have actually altered. Identifying this factor can assist with your client solution division in understanding what the suitable method to call the client would be and also just how quickly they are most likely to respond.

Purchaser characters are a wonderful method to define your audience in terms of rate of interests, duties, as well as demographics. A buyer identity succeeded will certainly provide you a target and also instructions. Plus, these characters can be used to segment your listing and better customize your sales and advertising and marketing messages.

In addition, don’t fail to remember to take a channel placement into account when creating customer personas. A consumer that requires nurturing needs a different message than somebody ready to acquire. You must be having conversations at the best time to make sure you aren’t too late or as well quickly.


4. – Keep Content on Target

little business advertising ideasWhen you understand your target market, it’s much less complicated to produce targeted, appropriate as well as (most importantly) valuable material. Clickbait and also numerous sales pitches aren’t the means to obtain depend on from your network. Rather, make it your objective to reach your audience on a much more individual level. Show them you comprehend them and also appreciate their desires and needs.

How? As opposed to pushing your product, focus on giving understanding, info, and also perhaps even amusement. Believe it or not, this method is a lot more efficient means of leading potential customers along the customer’s journey.

This is the #1 principle in material advertising. Find out a lot more about exactly how material advertising aids local business below.


2. – Make Data Cleaning a Routine

Data cleaning should not be a once-a-year task. Your whole marketing method might be off the mark if you have been neglecting your data. 72% of companies feel that data top quality issues influence consumer trust and brand image.




Because the very foundation of successful advertising and marketing is data-driven choice production. According to this study on MediaMath, 63% of marketing experts say that they spent more on data-driven advertising and marketing in 2015. 53% of those marketing experts stated that “a need to deliver more pertinent communications and spend more time finding new ways to be more ‘customer-centric'” is among the most vital variables driving their financial investments in data-driven advertising and marketing.


You see, in advertising, your choices won’t all be smart ones if your information is incorrect. In the exact same study, less than fifty percent of companies internationally (44%) trust their data to make important organisation choices. Make information cleansing a recurring monthly routine and you’ll be on your way to even more credible information.


After all, when your advertising budget’s accuracy is essentially you companies ROI that you’re playing with… It’s a good idea not to play at all!


4. Optimize Your Emails
The majority of people seem like they obtain a great deal of e-mails. Some may claim as well many, yet 86% of customers prefer e-mail when interacting for company objectives. Long story short: e-mail shows no indications of reducing down due to exactly how reliable it is.

Email advertising for small company owners is a essential but challenging business. Wonderful web content doesn’t assure that receivers will certainly open your e-mail. There are, however, means to enhance audience engagement, open rates, and conversions.

Examine over this listing:

1. Sender address. See to it your e-mails are coming from an identifiable sender name, ideally a company address.
2. Subject line. Does it tell the viewers what’s next? Is what’s following worth clicking? If not, you would certainly better head back to the attracting board.
3. Design. Is your content enhanced for mobile watching? Does it supply on the assurance of your subject line? Is it aesthetically appealing as well as easy to review?
4. Contact us to activity. What is your call-to-action (CTA)? Do the receivers understand what you want them to do? Is it very easy for them to do it?



5. Increase Your Social Media Web Content
Social network algorithms are regularly progressing. Frequently, these modifications indicate it’s more difficult to get grip naturally. That’s where paid ads and also improved messages can assist level the playing area.

Paid advertisements are anticipated to generate over $18 billion in profits in 2019. 76 percent of B2C content online marketers in The United States and Canada utilized advertised articles in 2016, with 61 percent reporting these articles were efficient. Social advertisements ranked a little reduced, with 74 percent of B2C marketers using them and 59 percent reporting them effective.

If you require a fast guide to the globe of “play to play” social marketing, these links are a wonderful place to begin:

Facebook ads
Twitter advertisements
LinkedIn ads
Instagram ads
6. Program Rather of Only Informing
local business advertising ideasVisual web content proceeds to expand in popularity as we relocate into the future. Besides, the human brain procedures images 60 times faster than words. When you’re conceptualizing local business advertising and marketing ideas, take into consideration video.

Video clip web content (think Snapchat, Instagram Stories, Instagram Live, Facebook Stories, and also Facebook Live) is continuing to expand. If you desire to get on the reducing edge of visual web content, try vacating from behind your key-board and step in front of the electronic camera.

A great suggestion for your very first video is taping a fast introduction about on your own. Maintain it under 2 minutes as well as make it engaging and interesting.

Pro pointer: For also higher interaction and also effect, include inscriptions to your video clip rather than entirely relying upon your audio. As long as 85% of videos are enjoyed without sound. Makes good sense when you consider all the individuals scrolling with social media sites while at the office, at the medical professional’s office, or on mass transit.

Video clip is also a simple and also efficient means to involve your target market. Hubspot discovered 72% of people favor video to discover a product or solution. An increasing number of consumers are utilizing their smartphones instead of a computer, and visual apps like Instagram, Snapchat, and YouTube make seeing and posting and sharing material like video clips and also pictures very easy.

7. Watch on Reviews
Customers have a whole lot of power with on-line evaluations, making them more vital than ever before. This can feel overwhelming for services, yet on the internet reviews are also an outstanding resource of referrals.

We have actually created a lot in the previous concerning just how referrals are the best-kept tricks for your service, however if you do not have a testimonial tracking procedure in position, it’s time to do that. Yelp, Facebook, Google, Angie’s Listing, and also much more are all areas consumers and also purchasers go to do their study prior to dedicating to an organisation or item.

If you see a negative testimonial, there’s no need to panic. Respond the very best you can without provoking an already dissatisfied client. Frequently this implies asking to talk offline so you can work with them one-on-one instead of in the public on the internet sector. Keep in mind, you can not please everyone every one of the time, so concentrate on building commitment. If you’re doing excellent job, at some point that unfavorable review will be just a blip on your favorable testimonial radar.

Lastly, make certain you’re not just asking yet keeping an eye on on-line testimonials for them also.

Find out more regarding just how to automate your advertising and marketing and generate recommendation business right here.

8. Embrace Advertising And Marketing Automation
No matter exactly how hard we all attempt, we can’t do it all. Much of us feel slowed down and bewildered by duties that might easily be delegated and also automated for effectiveness. As an outcome, you may begin dropping the sphere because you’re trying to do also much simultaneously. When your organisation begins to endure, it’s time to reassess your plan.

You aren’t alone in wanting to automation for assistance. Actually, even more people utilize marketing automation than not. A Salesforce study found that 67% of marketing leaders utilize advertising and marketing automation. That number is prepared for to expand by 30% by 2019.

If you’re seeking tiny organisation advertising and marketing suggestions that will certainly save money and time, keep you top-of-mind with your network, and make best use of reference leads as well as customer retention, it’s tough to do much better than marketing automation.

Advertising and marketing automation can aid you maximize every consumer interaction. This suggests determining cozy leads, putting sales-ready leads on the rapid track to conversion, adhere to up with unprecedented efficiency as well as do it all automatically. (PS advertising and marketing automation is what OutboundEngine does.).

Maintain Moving On.
We hope these 7 local business advertising and marketing suggestions and ideas help maintain your service running in great shape. This checklist is a fantastic guide, but do not limit yourself to only these ideas. Maintain believing regarding your company as well as customers as both of them transform, expand, and progress. If you maintain your eyes open, you’ll find new means to enhance client experience as well as your bottom line.

E-mail advertising is it if you want to concentrate on one of the best small advertising and marketing concepts of all to engage with your network. Download our free Email Advertising and marketing Roadmap listed below to help you locate your means as you navigate your email advertising technique.

It’s always a great time for company owners to assume about the most effective little company marketing suggestions. Email advertising for tiny service owners is a difficult however vital company. When you’re brainstorming little company marketing suggestions, think about video.

A Salesforce research study found that 67% of advertising leaders utilize advertising and marketing automation. We hope these seven little service advertising and marketing suggestions and pointers help keep your company running in great shape.

SEO Content Marketing - Creating the Perfect Strategy for Your Company

How to Create the Perfect Digital Content Strategy for Your Company - A Hand Writing Marketing Related Words In a Word Cloud with Red Writing

How to Create the Perfect Digital Content Strategy for Your Company

We could define a digital content strategy as the guide in which to identify the communicative objectives of a company, its audience, channels, contents and codes to use, planning, dissemination and measurement. All this without forgetting that it is a cyclical process, in continuous evolution, learning and improvement.


Designing a digital content strategy will not only clarify the classic question of “what do I write about?” It will also identify where, when, how, for whom, and most importantly, why, we will communicate. And, without a directed planning of our digital communication, it is most likely that the investment of our resources and time will remain on wet paper because they are not properly focused on the business objectives.



The 10 Steps to How to Create the Perfect Digital Content Strategy for Your Company


1. Analysis

In the first instance, we will analyze the initial situation from which the company starts by asking ourselves various questions:


  • What is the current presence of the company in the digital world?
  • What is the presence and positioning of its competition?
  • What is our main objective?
  • Who has been in charge of digital content so far?
  • What communication opportunities have not yet been explored?


Any element of the context that we deem appropriate should be analyzed in this first phase, where we will try to collect all the available information.


2. Objectives

It is important to differentiate business objectives from the objectives of marketing, communication, and in particular, from our digital content strategy. Obviously, all must be aligned, but it is essential to identify the objectives that we can achieve based on the means and resources available.


Everything is usually translated into a main business objective, which for the vast majority of companies is the same: sell more, earn more money. But we have to be able to take another step and identify SMART objectives, that is, specific, measurable, attainable, relevant and quantifiable over time.


3. Public

At this point we will take into account the data extracted from the analysis on the public to clearly define who will be our target market. In this sense, it is essential to take into account the use of the new technologies that each person profile makes, and if necessary, identify who is the person who will review the online information regarding your company, product or service.


For example, if we sell toys for babies, our target audience will be mothers, fathers and relatives, and if we have a nursing home, the information on the internet is probably consulted by the children and not the interested parties themselves.


In this phase it is very useful to make the profile or profiles of our buyer people. Basically it consists of trying to build people of flesh and blood, with their personality, names, hobbies, physical appearance… depending on the most outstanding characteristics of our population segment that constitutes the target audience.


  • What is your name?
  • Where do you live?
  • What online content do you consume and through what devices?
  • What hobbies do you have?
  • What idols do you have or what people influence you?
  • What do you do?
  • What are you looking for when you search the Internet?


4. Strategy


When we talk about strategy, it is essential to know that it is a global decision, tactics being the practical application of the strategy. That said, in the world of content we can establish different strategies as ways to follow or practices to consider.


Content writing, research, content curators, design, video production, studies, mailing and ebook publishing are some of the things you can consider. Although, as you well know, the advances and developments in the online media are at a speed of vertigo, so it is always important to be aware of strategies and tactics that may surprise the target audience.


5. Tactics

When we talk about tactics, we are referring to concrete actions that we will implement in order to achieve our objectives and based on the planned strategies. It is at this time that decisions on the following points of our scheme also come into play: channels, content and dissemination.


6. Channels

At this point it will be necessary to consider the own communication channels that already exist (will we keep them, we will change?), The own communication channels to be created (for example: a blog) and other communication channels that we must incorporate into our strategy to achieve maximum diffusion.


For this, we will take into account the use made by our target audience of the different electronic devices and channels, as well as our resources and communication capabilities in terms of formats. It is a big mistake to be in a certain social network, if you don’t really have potential clients in it.


7. Contents

Now is the time to design a style guide to define what to say and how to say it, considering the aesthetic line (color palette, style and size of images / videos for each social network or channel), writing tone, language, special jargon , use of emojis…; basic structure of a post (internal and external links, image sources, text alignment, use of headers, punctuation, extension and other spelling elements that can lead to error) and messages or keywords.


We will also clearly define the topics and interests of our audience, and based on them and search trends we will conduct a keyword study. With both data you can create a complete calendar of contents in which you can consider the temporary nature of each topic depending on the time of the year and the hours of greatest use by the audience.


8. Diffusion

Apart from our own communication channels (blog, social networks, mailing …) it is essential to define other methods of dissemination. On the one hand we will have the paid media (post sponsored and publicity), and on the other the won media (achieved through a good online public relations strategy with press releases and direct contact with influencers, but above all, offering quality content).


In addition, if you manage to generate truly valuable content for a part of society, you can also be part of Facebook groups or other communities where your information will be welcomed, rather than received as spam.


9. Planning

Once we have defined the contents, channels and other elements of our digital content strategy, it is essential to organize a complete planning of our digital content strategy based on the available human resources. At this point, the use of certain tools to optimize time and maintain proper internal communication in the equipment will be assessed. A task calendar will also be created with milestones to be fulfilled depending on the objectives.


This point, fundamental to the success of our strategy, is too often overlooked, which leads companies to create false expectations about the achievement of short-term and long-term objectives. However, when we value this point we can identify if we have personnel needs or if we can achieve our milestones in the times we want with the available resources.


10. Measurement

The best way to optimize a digital content strategy is to learn from experience, and for this, it is essential to measure all our actions and cross all possible data to calculate the relationship between resources invested and results obtained.


A hazing that usually takes its toll is not to correctly define KPIs or performance indicators. That can lead us to achieve very good results but not focused on our goals. For example, in an online store we can get many visits to our blog but … not achieve conversions for not knowing how to properly focus our contents.


It is also essential to define the tools we need to measure the indicators. For example, the functionality of Google Analytics to cross both data is great for measuring web traffic and Google Adsense performance.


SEO Content Marketing – Creating the Perfect Strategy for Your Company


We hope that this brief explanation about the steps to follow in a digital content strategy will be of great help. From Media and Networks, with our more than 20 years of experience, we offer the service of definition, creation and management of content strategy for large and small companies that want to take advantage of the peculiarities of the digital world to position themselves in the market. Do not hesitate to contact us if you are interested in the service.



Guerrilla Marketing - What is it and How Can it Pay my Brand? - A Little Cartoon Monkey Scratching His Head with Bananas Beside Him on a Blue-Grey Background with Yellow Writing

Guerrilla Marketing – What is it and How Can it Pay my Brand? (with Examples)


Guerrilla Marketing is an unconventional marketing technique that relies mainly on creativity. In urban and everyday environments, it is used to reach specific audiences with the intent to attract their attention differently and without the need to invest a large number of resources.


When leaving the traditional format in which companies usually communicate, their messages are forced to rely more on recursion and the sense of opportunity… Guerrilla marketing in most cases, has the potential to draw the attention of people in a surprising, unexpected and unique way.


By using innovative marketing techniques like this, companies are able to generate a ton of word of mouth advertising, have videos that could potentially go viral, and impact their potential prospects and loyal followers in a unique way, being able to convey their message in some cases without even being noticed doing it.


This unique marketing technique also maximizes the performance of your campaigns, sometimes with a low investment compared to many other advertising options. It has a ton of advantages, but, like anything else in life, there are some disadvantages too.


Keep reading, and we are going to tell you some more about guerrilla marketing, and give you some killer examples of this fun to use and rewarding tactics used by some of the world’s most beloved brands!



What is Guerrilla Marketing?


Wikipedia describes Guerrilla Marketing as an advertising strategy that uses surprise and/or unconventional interactions to market their product or service. Although guerrilla marketing was originally associated with small companies that were lacking funds for expensive marketing campaigns, over time the technique became very popular among large companies that found ways to complement campaigns in traditional media such as press, radio, video, or television.


Here is a quote by the New York Times:


Guerrilla marketing — sending out street teams or posting ads in unusual places — has become more popular as marketers find it harder and harder to reach consumers through traditional media like newspapers and TV programs.


Until a few years ago, one of the main criteria to launch an campaign using to guerrilla marketing was that the place where it was carried out, had a high concurrence to thereby have greater reach and impact the largest number of people possible. Recently, new technologies have facilitated and further enhanced the dissemination of these types of initiatives as social networks are tools that stimulate word of mouth and help amplify any content, like in the video above by SeedMatters.orgwhere they use an offbeat cartoon animation to get the attention of anyone watching.



Soldiers Hiding in a Camouflage with Guns


The Origin of the Term


The term “Guerrilla Marketing” was inspired by what is known as guerrilla warfare. A mode of combat in which the confrontation that is made by one of the sides in the dispute in a war is not direct and the opponent sets out to destabilize his opponent with small tactical actions that are capable of generating great impact.



The concept was discovered in the mid-eighties when Jay Conrad Levinson, a person with great experience in the world of marketing and advertising, formally introduced the term in his book Guerrilla Marketing.


Faced with the diminishing impact that mass media advertising seemed to be having, Levinson spoke about the need to implement other types of approaches apart from traditional advertising. In this way, part of the principle behind guerrilla marketing was to use unconventional tactics so that businesses could be promoted when their budget was small.


Under this condition, it was essential for Levinson that the campaigns be shocking, unique, intelligent and scandalous (in a good way). In other words, they needed to give people something to talk about.


Guerrilla Marketing - What is it and How Can it Pay my Brand? Guinness Pool Tips Guerrilla Marketing - What is it and How Can it Pay my Brand? A Bus with a Boa Constrictor Wrapper Around it Guerrilla Marketing - What is it and How Can it Pay my Brand? A Billboard Going Into a Tunnel Painted like the Cars are Driving Into Someones Mouth as a Food Commercial Guerrilla Marketing - What is it and How Can it Pay my Brand? A Candy Bar Wrapper with Company Branding


Gallery of Guerrilla Marketing Examples


In the gallery above, you will notice some guerrilla marketing examples from around the internet that we thought would help convey the topic.


Advantages and Disadvantages of Guerrilla Marketing


To surprise the consumer today, brands have had to innovate their communication strategies and campaigns, in such a way that they are able to surprise consumers without intrusiveness being part of the picture. This is where guerrilla marketing gets tricky.


If your marketing strategy is one that seeks to promote a brand and some of its products or services through the use of unconventional means by using your message in a forceful, creative and surprising way, here are some advantages and disadvantages of guerrilla marketing that you should be aware of first:




This type of “off the mark” marketing allows companies to project their message directly; In addition to clear, fun, dynamic, creative, and unconventional ways, allowing them an opportunity to get more people talking about their brand, this technique allows brands an innovative way to make their brand voice stand out among competitors and be remembered.




  • Adaptable to Various Cultures, Societies and Countries
  • Attracts and Captures the Attention of the Target Audience
  • Increase Brand Following and Earned Media
  • Great International Reach
  • Unique, Innovative, Creative and Fun Content
  • Messages are Hard to Forget
  • High Visual Impact





Some things that you want to look out for if you are planning on using a guerrilla marketing technique for your company’s marketing campaign, are number one, to make sure that your brand’s message is clear. In the video above by Seed Matters, The Clif Bar Family Foundation took the chance of taking some serious heat and negative attention by teaming up with Austin based company  The Butler Bros, and the animation company Buck, who (we like to go ahead and give credit here…) NAILED the video. 


That being said:




  • Good Enough Ideas Can be Taken and Adapted by your Big Competitors
  • Campaign May not be Accepted by Your Target Audience
  • In Some Cases, Measuring this Type of Campaign is Not Very Comprehensive, Due Mixed Data Types
  • Can be Very Expensive for the Current Budget of the Department.
  • Massages Can Cause Controversy without Careful Planning
  • Short Life Span Advertising
  • Without Careful Planning, Could Bring on Legal Problems 


Guerrilla Marketing – What is it and How Can it Pay my Brand – Final Thoughts


Given that the main purpose of guerrilla marketing is to generate word of mouth, one of the concerns that companies should be attentive to when implementing this approach is to prevent their message from being misunderstood or giving rise to different interpretations that have nothing to do with their message, or could cause unrest, controversy, or bad press.


For this reason, it is required that from a strategic point of view, the message to be communicated should be well defined, in addition to stating the campaign’s objective exactly.


We hope that this helps!

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Business Marketing Tips for SMBs - 21 Ways to Bring in the Business - Entrepreneur - a Map Drawing Out a Marketing Strategy


Business Marketing Tips for SMBs – 21 Ways to Bring in the Business – Entrepreneur

This is an article that we found on Entrepreneur’s website that we thought may help you out with some great ways to market your business’s products or services to your local prospects. We read through it, and we had to give them credit on a great read for SMBs, so we thought that we would share it on our blog to help anyone out who has been struggling with finding ways to get the attention of local customers and convert them into leads!

If you need any help with professionally crafted local SEO strategy that gets the results that you need to align your website’s performance in local search engine results with your business goals, fill outour contact form here to have one of our local SEO experts call you back!


Business Marketing Tips for SMBs -A Man Holding a Tablet that Says Online Marketing on it


Business Marketing Tips for SMBs – 21 Ways to Bring in the Business – Entrepreneur


Despite your desperate hopes and prayers, business isn’t just going to wander into your business. You need to get out there and hustle, and we’ve got the tips to help you do it.

We’ve found the perfect marketing solution for you. First, close your eyes. Now hug your computer monitor. Using top-secret technology developed at the laboratories, we’ll instantly transmit lists of bottomless-pocketed customers to your brain and your home based business.


Well, OK, maybe not. But it’s not because we don’t have the technology (only one more logarithm to go, we swear)-really, we want to help you help yourself. So we’ve brought you something even better: 21 chunks of marketing know-how that will help you find the customers you need to fill your business’s coffers. Print this out, post it up and integrate it into your marketing plan-and get ready for tons of sales.


The Basics


1. Create quality marketing tools. This doesn’t mean you need to allot 75 percent of your budget to printing costs, presentation slides and a Web site. But it does mean you need to put deep thought into the cohesive image you want to present. “Sit down and make a list of everything you’re going to need each time you make contact with a prospective customer or client, including a stationery package, brochures and presentation tools,” advises marketing expert Kim T. Gordon, president of National Marketing Federation Inc.and an columnist. “Then, if you can’t [afford] to print it all at once, at least work with a designer and a copywriter to create the materials so you have them on disk.”


If even this sends shivers down your bank account’s spine, find creative ways to deal with it: Hire an art or marketing student from the local university, or barter your services with other home based entrepreneurs.


2. Greet clients with style. Voice mail may not seem like a component of your marketing plan, but if a potential client calls and your kid answers, that client will be gone before you can even technically call him a client. So get yourself a professional voice-mail system (even the phone company offers options) with several boxes, advises Gordon, so callers can press “1” to hear more about your services, “2” for your web and e-mail addresses, etc.


3. Focus as narrowly as possible. Instead of trying to reach all the people some of the time, narrow your target audience to highly qualified prospects. Instead of going to seven networking groups once every two months, go to the two groups with the best prospects every week. “Instead of marketing to 5,000 companies, [find] several dozen highly qualified companies and make regular contact with them,” says Gordon. Call them, mail your marketing materials, and then ask to meet. It’ll save you money and time.


4. Make the most of trade shows. Here’s a hodgepodge of tips, courtesy of Rick Crandall, a speaker, consultant and author of marketing books:


  • If you don’t get a booth beforehand, try to find someone who might want to share their space with you. You help them run the booth, and they get a local who can show them the town.
  • If you decide not to get a booth, go anyway. You can always do business with the exhibitors–just be sure to respect their time with “real” customers before you approach them as a peer looking for some B2B action.
  • After the seminar, be absolutely, positively sure that you follow up on your leads. What’s the point of attending if your leads end up in the trash? The Center for Exhibition Industry Researchsays 88 percent of exhibition attendees weren’t called by salespeople in 2000. Try to improve that stat.


5. Conduct competitive intelligence online. When Joyce L. Bosc started Boscobel Marketing Communications 1978 in her Silver Spring, Maryland, home, she had no clue what the competition was doing. Today, she points out, home based entrepreneurs have it a lot easier. “As a home based business [in 1978], how would you even find out what your competition was doing, what they were charging or what kind of clients they had?” says Bosc, whose company now has 18 employees and is no longer home based. “Today, that information is completely at your fingertips.” So find your competitors’ sites and get clicking.


Getting Friendly

6. Offer your help. Want to be known as a good businessperson–and just as an all-around good person? Help others out. One of Ellen Cagnassola’s biggest business-getters for her Fanwood, New Jersey, handcrafted soap business, MaryEllen’s Sweet Soaps, is word-of-mouth that’s generated by not only her good work, but also her good deeds. “I am the first to help another, and I offer ideas freely,” says Cagnassola. “I think this and my enthusiasm for my business make people want to be a part of my success.” Where does she offer help? A New Jersey Women’s Business Center and her hometown’s Downtown Revitalization Committee are just a few places she lends her expertise.


Another way to help out your community and your business is to align yourself with a nonprofit organization. Patrick Bishop, author of Money-Tree Marketing, offers this idea: “Set up a fund-raising program that benefits a school, like a discount card. At the same time the kids [are selling them, they are] promoting your business.”


7. Offer work samples. Crandall suggests that if, for example, you’re a web designer, you surf the internet, find a potential client and send them a few tips they can use to improve their site. Or you can do as Anne Collins did: “In the beginning, I was willing to just go out and beg for the business,” says Collins, whose homebased Laurel, Maryland, graphic design firm, Collins Creative Services Inc., now boasts the U.S. Army as one of its clients. “Sometimes I would offer a small job for free just to show the potential client the quality of my work and to get them used to working with me.”


8. Network. If this piece of marketing advice sounds like something you’ve heard before, there’s a good reason: It works. Join your local chamber, leads groups like LeTip International Inc.or Leads Club, your industry association, or Rotary Club. When you go, ask the people you meet what leads they’re looking for–and really listen to what they have to say. They’ll repay you in kind.


9. Cross-promote with other businesses. Whom do you share customers with? Find them and figure out how you can promote one another. If you’re a PR person, hook up with a copywriter or graphic designer for client referrals. Or you could take note of the collective that Crandall knows: The Wedding Mafia, a group of several wedding professionals (a caterer, DJ, dressmaker, photographer, etc.) who work together through referrals. Another option is to add a brief note at the bottom of invoices referring your accounting clients to “an excellent computer consultant,” and have that consultant do the same for you.


Getting Online

10. Chat online. Find newsgroups that cater to your audience, and join the fray. “I didn’t start [participating in online discussion groups] to generate business, but as a way to find information for myself on various subjects,” says Shel Horowitz, owner of Northampton, Massachusetts-based Accurate Writing & More and author of several marketing books, including Grassroots Marketing. “But it turned out to be the single best marketing tool I use. It costs only my time. [One] list alone has gotten me around 60 clients in the past five years.”


11. Offer an e-newsletter. Again, this establishes you as an expert, but it also provides another very important marketing tool: e-mail addresses of potential clients. You’ve opened up the gates to creating a relationship with these folks by offering free information. Now they may approach you to do business, or you can use these “opt-in” addresses to offer your services.


12. Don’t wait for customers to find you online. Rather than purchasing an e-mail list for mass, impersonal advertising, spend some time trolling the Web, looking for businesses that have some sort of connection to your own business. Then write them a personalized e-mail telling them why you think they should build a business relationship with you. “Those letters have a high tendency to get answered because they are personal,” says Crandall. “And if there is something we could do business about, I’ve opened the door. I’ve done thousands of dollars of business once that door was opened with people who were total strangers.


Spreading the Word

13. Go where your best prospects are. This is called play-space marketing. If you have a pet-sitting business, ask your local vet office and groomer if you can display brochures. Are you a landscape artist? Offer to do a display for the local nursery. Do you throw children’s birthday parties? Buy a slide at the local movie theater to be shown before their family films. “Just be sure the environment is appropriate,” cautions Gordon. “If you’re a business consultant, you’re not going to run ads on the movie screen. [Advertise somewhere] where people are [likely] to be thinking about what you’re selling.”


14. Become an expert. Cagnassola has developed her business know-how into a marketing tool by writing online articles. “Write articles to show your talents and give them as filler to any Web site owner that you feel is fitting,” says Cagnassola. “Not only does it bring you more traffic and potential customers, but it provides you with an international business portfolio to demonstrate your business sense [and your] product or service.”


Other ways to establish yourself as an expert: Answer questions in online forums; get yourself listed in a directory like, or The Yearbook of Experts send tip sheets to local media outlets; write a book or pamphlet or do the next tip on our list.


15. Host a seminar. It’s cheap. It’s easy. And it’s a darn good way to get over your public-speaking fear. Crandall offers the story of a business broker who conducts free weekly seminars. People selling businesses don’t want to attend, as they aren’t new to the business brokering process, but they do notice his ad and call for his services. Business buyers attend, and the broker now has “pre-qualified” prospects. “You’re getting free publicity, you’re getting prospects to call you, and you’re building your level of expertise,” says Crandall, who hosts his own seminars on marketing.


16. Get local news coverage. Play up your locale as much as possible with personalized news releases. Because which sounds better to your local press: A successful homebased caterer with a national contract, or a caterer from Hometown, Ohio, with a national contract? Heck, even if you used to live someplace, write them a letter. Crandall recently promoted his mother’s children’s book by sending letters to the newspapers both where she currently lives and where she previously lived, and both picked up the story.


17. Get ready for your close-up. Does TV sound out-of-reach for a homebased business owner on a budget? Not so. Get yourself a cable access show. “You can’t blatantly advertise a product or service, but it’s a good way to become better-known,” says Bishop. “For example, if you sell crafts, you might start an [instructional] craft show. You could give away something for free or have a contest. When people call or write in, you can start a mailing list and then contact them about your business.” Some other boons: It adds to your expertise and gives you a great hook for your publicity efforts.


Customer Service

18. Gracias, merci, thank you. Shower the top 20 percent of your clients who yield you the most sales (either in volume or dollars) with thank-yous, whether it’s gifts, personalized notes or lunch. “It doesn’t cost a lot of money,” says Gordon, “but it’s a great way to let your best customers know they’re special.”


19. Offer a guarantee. More people will be willing to try out your business and recommend your business if you offer “satisfaction guaranteed.” End of story.


20. Get them talking about you. Word-of-mouth marketing is just about the cheapest thing you can do to boost your business. The main way to attract referrals is to just do a great job: Impress your clients, and they’ll tell everyone they know. But there are more aggressive tactics you can use as well. Ask everyone you know to evangelize your business. Hand out several business cards to people rather than just one so they’re more likely to pass them on. Even go through your favorite client’s Rolodex (with his or her permission, of course) to find potential leads.


Spreading the Word

21. When in doubt, pick up the phone. Instead of lamenting your lack of business, drumming your fingers on your desk and forming new worry lines on your face, call a customer. Touch base, see how they’re doing, visit their office when you’re running an errand, see if there’s anything you can do for them, even if it’s not a paid piece of work. It’ll improve your relationship, and you may jar their memory. After all, you’ll never hear “I’ve been meaning to call you!” if you don’t pick up the phone.



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