With modern technology, you can leverage your online presence to create awareness about your business. While traditional marketing strategies are successful and deliver more qualified leads quicker, digital marketing efforts are less costly upfront.
Digital marketing efforts give you an opportunity to extend your product and service materials across different lead generation strategies. In a recent study, 70% of people said they discovered small businesses online. In addition, most shoppers would prefer to learn about a company online before making an in-person purchase. If you’re a small business owner looking to achieve a significant ROI, you must integrate digital marketing into your sales strategy.
Throughout this piece, we’ll analyze how to market your small business, including:
One significant approach to marketing your small business is through inbound digital marketing. Inbound digital marketing includes:
High-quality website design and development is the foundation of digital marketing. Website development can help you attract more leads online. Most people who search specific websites are more likely to purchase your services and products because they are actively looking for a solution.
However, generating website leads only works if prospects can find your webpage in their search engine results. To boost your website to the top of search results, you must:
- Fill your webpage with relevant content
- Use SEO best practices to optimize your website for major search engines
- Post meaningful social media posts to direct prospects to your website
To ensure your marketing website has all the necessary components, remember to include:
- Sales pages that allow visitors to schedule services
- Content that highlights the benefits of your products and services
- Blogs that establish credibility and expertise in the industry
- Links to your social media profiles
- A page that highlights your company history and values
- Client testimonials
In addition to an appealing desktop design, a company website should be fully optimized for mobile use. Since more and more users are searching the web on their smartphones and tablets, this is a necessary component to catch the eye of prospective businesses.
You can also leverage the impact of client reviews on your company website. Reviews help you and prospective businesses understand what features are beneficial for the customer. This allows leads that come to your site to put themselves in the shoes of your current customers.
Client feedback platforms are an essential component of your website because it allows customers to submit feedback about what they thought of your product or service—both positive and negative. Although no company wants to hear negative feedback, it gives your business the opportunity to grow and improve its current business model.
According to a recent study, over 4.48 billion people actively engage on social media. With the number of people who use these platforms, why shouldn’t social media be a significant part of your lead generation strategy?
Social media marketing involves creating organic content that attracts your target audience. When creating content, you must also be mindful of the platform you’re using. For example, the content displayed on Instagram will be worded differently compared to content distributed on LinkedIn. It’s important to keep your target audience in mind when choosing a social media platform to post on.
Each of your social media platforms should include content relevant to your target audience and their wants and needs. Keep your posts engaging and the audience wanting more. Social media is a great platform to distribute blog posts to drive more users to your website.
Not sure where to start with your social media marketing efforts? Check out our blog to learn how to develop an effective social media strategy for your B2B business.
A recent study shows that 92% of B2B marketers say that video is crucial for their digital marketing strategy. Integrating video into your online marketing efforts is a great way to catch the eye of viewers and get your message across. Many small B2B businesses use video marketing to highlight their company and the various products and services they offer customers.
Since video marketing is staying around for a while, it’s a significant component to integrate into your lead gen strategy. Videos can be posted on social media profiles or embedded into your website for easy access and increased SEO value.
Another lead generation approach to market your small business is outbound sales. Outbound sales efforts include:
Cold calling is a crucial lead generation strategy to consider when learning to grow your small business with marketing and sales. While it can be an ineffective marketing strategy for some, it can be fruitful if practiced correctly. If you want to try this out, consider these tactics:
- Ensure your cold call carries a solution to a specific business problem. While your conversation shouldn’t be heavily technical or jargon-filled, it should briefly cover the problem your service or business could solve for the prospect. Inform them how your service can help generate more revenue, reduce expenses, and improve efficiency.
- Research extensively. Research your target market and the companies that market their goods to your target clients. This can give you leads on the ideal points of contact.
- Be quick to read news releases, social media stories, and company reports. These can help you understand the challenges your clients face and how they’d want service providers to resolve their challenges. Remember you need these facts as evidence for your cold calls.
- Have a clear purpose for your call. Be clear about the benefits your solution would provide for the clients and companies you call.
- Have a dedicated time to call. Cold calling must be consistent if you need results. So, you should know the best times to contact your clients.
As a small business owner, you should be marketing your business at all times. Create a compelling elevator pitch that can help you inform anyone you meet about your small business. While you have a lot to say about your company, remember to keep it less than a minute long. Your elevator pitch should highlight the main points, but be ready to answer any questions the prospect may have.
When starting your sales pitch, you should spend about 8 seconds grabbing the prospect’s attention before pitching your service or product to them. This could involve highlighting a case study or startling statistics. Once you perfect your sales pitch, you can increase your conversion rate from a lead to a long-term customer.
An effective email marketing strategy involves drafting a comprehensive list of the prospects you want to reach via email. Email marketing also requires consistency, as it relies on quality over quantity. If you focus on quantity over quality, you risk sending emails to individuals who aren’t qualified and have no interest in the product or service you’re pitching. This could lead to an increase in your unsubscribed list.
To start an email correspondence, you must first identify your target market. Who do you want to send direct messages to? What’s your customer base? Are your clients receptive to emails? These important questions can help you narrow down to the right clients.
Here are some tips to help you with your email marketing efforts:
- Use an industrial association database. Most industries create their prospect database to help them keep track of customer behavior. Sending direct emails to prospects on these databases can increase your chances of winning these clients.
- Use a distribution list of a business group. Most business groups have membership lists. These lists contain prospect contact information, including email addresses.
- Create a customized mailing list. This can be more effective if you have a limited scope to reach. You can create such a list from the attendees of a business expo or people who’ve signed up for your business newsletter.
Once you’ve created a mailing list of high-quality leads, it’s time to create content. Think about what you want your target clients to know about your business. Why should they become your clients? Explain the value that your company could bring to them and their business.
When crafting your email, speak directly to the reader. Write a good company introduction, especially if your business is new or if you’re expanding to new locations. When writing to prospects, give them an enticing, limited-time offer to pique their interest.
A great way to market your small business is by networking with other local companies and organizations. Networking allows you to meet new business leaders and introduce them to your business.
Networking is the most cost-effective way to generate more business opportunities; however, networking involves a slower ROI. That said, it’s vital to ensure your network list has people who can add value to your business. The list can also double up as your direct email list.
In addition to outbound sales and inbound content marketing efforts, networking with other small businesses in your region is an effective way to build brand awareness and convert leads into customers. But how does a small company start networking with other local businesses? Here are some ways to get started:
Marketing your business’s products and services to the local community is one of the most effective strategies when marketing a small business, especially if you’re in a smaller community. Locals love supporting small, family-owned shops because it means more money is being invested in their town.
Community-based marketing is a powerful lead generation strategy because it shows that you support the town or city and other small businesses like yours. In addition, using locality is a selling point because you can emphasize that if any issues arise, you’ll have a representative out there right away to take care of the problem.
For example, if your small business is a managed service provider (MSP) and your client’s server is down, they need someone out there right away to fix it. If you’re not local, traveling and diagnosing the problem could take hours before anything is resolved for the client. As a local business, you can promote how working locally is crucial for excellent customer service.
As a small business, networking with other local businesses is vital to spreading brand awareness. By joining local business networking groups, you have the opportunity to connect with businesses that are similar to yours and cross-promote each other’s brands.
Collaborating with other small businesses is a crucial component of your lead generation strategy because it gives both companies access to each other’s customer bases.
Many towns have different variations of business networking groups. One of the largest business networking organizations, BNI, has over 10,000 chapters in over 70 countries. Discover what BNI chapters are near you here.
By volunteering with local organizations, you have the opportunity to show the community that you care about their development. This could include setting up a charity run, dropping books off at the local library, donating canned goods, and more. Before getting your company involved in various organizations, research your target market and collaborate with an organization that aligns with the values of your ideal customer.
While public speaking is intimidating for many people, it’s a great way to get your brand voice across and make a name for your business. If you want to start networking with other local businesses, find business forums near you to speak at so you can demonstrate your expertise in the industry you’re representing.
For example, if you own a small software company, speak at trade shows or conventions about what problems businesses have encountered and how the software you’ve developed has provided relief from their issues. During these discussions, you can use industry-specific terminology because it builds credibility, and more than likely, attendees at these events are familiar with these terms.
Whether you’re a small or medium-sized business, always seek referrals from current customers. Referrals make prospective businesses more likely to trust you because they know other companies that trust the product or service you offer.
Many companies provide an incentive to clients if they refer their products or services to new prospects. This could include a discount or additional features. To get more referrals from existing customers, give them a reason to refer your company to close friends and family.
While there are many ways to market your small business, some lead generation strategies are more effective than others. Digital marketing, cold calling, and networking efforts are all great lead generation strategies, but they’re more effective when they’re all used cohesively.
When choosing a lead generation strategy, it’s crucial to determine what your goals are and how quickly you want them achieved. All lead generation strategies take some time to build up credentials and relationships between prospects. Regardless of which lead generation method you choose, make sure to research your target audience and pitch products or services that provide the most value for them. Without researching and developing a target market, your lead generation program is just guesswork with little to no impact or sustainability.
Need help marketing your small business? Contact Abstrakt Marketing Group today to grow your small business with marketing and sales efforts!