7 proven marketing strategies that work for small-medium sized businesses

These strategies are aimed at small to medium sized businesses (SMBs). Here are 7 low cost marketing strategies which will help push your brand while you save.

1. Setting a goal and budget

To correctly market your business, you need to set a goal. What is the vision and endgame for your business? Would you like people to become more aware of your brand? Do you want to strengthen your hold on the local market? Are you looking to expand your company’s reach?

All of these are valid goals. But as you set your goals, you need to consider your budget. It must be practical and in sync with what your goals are.

Your goals probably won’t be relegated to just one or two; it’s likely you’ll have several. Prioritise them and then you can set your sights on the long-term goals that you consider to be the most important.

2. Maximise Google’s local offerings

Google can certainly offer a lot for small-medium sized businesses. Having an online presence is a big boost to any SMB, which in most cases is a local business. If comparing a business found online to one that isn’t, the one online will grow 40% faster.

A Google My Business account can be a powerful tool. You can take charge of the information about your business, including the contact details, website and hours of operation.

It’s also the best place to combine all of your Google platforms: Google reviews, Google Maps profile, etc. Your business becomes more credible and visible to consumers when having a Google My Business account.

3. Choose the top social media channels to focus on

You might have read somewhere that having an account across all social media channels is the way to go. However, we believe in quality over quantity. Choosing just 1-3 social media channels to focus on is wiser than trying to keep up with them all.

Start by thinking about your target customers, and which platforms they are situated on. For us, our target customers are business owners, therefore we are more active on LinkedIn than other platforms. But for something completely different like a bridal business, their target customers will be women, who are likely to spend their time on Facebook and Instagram.

Also analyse your overall presence on social media. Which channels feature the highest number of engagements?

4. Email marketing

Email marketing is another brilliant SMB marketing strategy, to help in establishing a connection with your target audience. Or even beyond that, email marketing is best used to build loyalty.

Instead of just sending out sales promotions, create newsletters too with news and advice, to keep your audience subscribed. Just make sure your campaigns are mobile-friendly, and test out different subject lines, times of day/week, creative templates, and more.

5. Blogging

To keep your website high in search results, Google likes you to keep your website updated. An excellent way of doing this is regularly adding blog posts to your site. If you fill your blog with useful industry information, it also shows your audience that you’re in-the-know. Win-win!

6. SEO

SEO (search engine optimisation) can be a great asset to your SMB marketing strategy. It helps your website rank higher on Google when people search certain words – keywords. When someone searches something on Google that’s relevant to your product or service, you want your website to pop up! So ensure those words or phrases are incorporated throughout your website.

7. Encourage reviews

Getting feedback is a very effective SMB marketing strategy. After a customer buys your product or service, always ask for feedback.

A great way to get reviews is by creating a survey. It’s more encouraging for someone to fill in a survey with quick (but some open-ended) questions, rather than creating their own testimonial for you from scratch. SurveyMonkey is a simple and free tool to use to create your own surveys. Just make sure you ask for permission to use their survey answers as a review/testimonial!

If you’d like further advice or assistance in the above from the real experts, please get in touch. We offer a range of different services from reviewing your current marketing efforts in detail, putting together marketing strategies for your business, to implementing the work ourselves.

How to write a top-notch professional bio

Is your professional bio the best it can be? Or, like most people, did you sort of write it half-heartedly?

Although in certain contexts, your professional bio needs to be formal, most are quite dull to read. Writing one that’s conversational is actually a really good thing. That means dropping the traditional format of simply listing your accomplishments and squeezing in as much professional-sounding jargon in there as you can.

So with these simple steps, here’s how you can write a top-notch bio.

1. Creating an About page for your website or profile

Before you can publish your professional bio, here are a few places to consider putting it (some of these you might already have):

  • Personal website
  • Personal blog
  • Industry website
  • Facebook company page
  • LinkedIn profile
  • Twitter bio
  • Instagram account

The length and tone of your bio will vary depending on which of the platforms above you write it for. For example, Instagram only allows 150 characters of space, whereas you can write virtually as much as you want on your Facebook company page or your personal website. But your bio should represent who you are in the eyes of your audience.

2. Begin writing your bio with your name

If your readers don’t remember anything else about your bio, make sure they remember your name. This means it’s good for the first two words of your professional bio to be your first and last name.

For example I might start writing my own bio like this:

Stephanie Collyer

Stephanie Collyer is the Company Founder of marketing company Belluber.

3. State your current position and what you do

Whether you’re the owner of your company or a mid-level member of the team, use the next few lines of your bio to describe what you do. Don’t assume your audience will know what your job title entails. Help your readers paint a picture of who you are during the day and what you have to offer to the industry.

4. Include at least one professional accomplishment

Your professional bio should let your audience know what you’ve achieved, just as a business uses the form of case studies. What have you done for yourself – or others – that makes you a valuable player in your field?

5. Describe your values

Why do you do what you do? What makes your contribution to the industry different to others? What values do you and your colleagues share that would make your business a worthwhile investment to others? Here’s where you simply describe what gets you up in the morning.

6. Briefly tell your audience who you are outside of work

Transition from describing your values in work to explaining who you are outside of work. This could include:

  • Your hometown
  • Your family
  • Hobbies and interests
  • Your favourite travel destinations and music
  • Any side hustles you’re working on

Always remember that people like connecting with other people. The more transparent you are about who you are, the more likable you’ll be to the people reading about who you are professionally.

7. Feel free to add a personal story or some humour for some flavour

End your professional bio on a good note – or even better, a funny note. Leaving your readers with something unique or quirky will ensure you’ll give them a pleasant impression of you.

Try and follow the steps above when writing your bio, but don’t spend too much time obsessing over one section.

Why good bios are important for a professional

“How many people actually read professional bios, anyway?”

A lot of people, is the answer. There’s no way to tell exactly who is reading it, but you always want it to be ready for when the right people come across it. And when they do, you want to catch their eye.

It’s the tool that you can leverage most when you’re networking.

People will read your professional bio. Whether they remember it, is a matter of how well you present yourself to your intended audience.

Want to get started now?

Hubspot have provided a free download packed with professional bio templates, examples, and more tips. Download here.

Why you should be checking out your competitors

Knowing who your competitors are and what they are offering can help you to make your products, services and marketing stand out. You can use this knowledge to create marketing strategies and take advantage of your competitors’ weaknesses, improving your own business performance. Also assess any threats and how you can overcome them.

Here are three important reasons on why it’s vital to be checking out your competitors.

1. To be the best

See what your competitors are excelling at and understand why with the following examples:

  • Do they have a higher following on social media than you? Maybe this correlates with how active they are on their social media platforms.
  • Do they have lots of reviews and higher ratings? See if there is a trend in what their customers are raving about. What do they do that is so outstanding?
  • Are they in the news? What are they up to? Is this anything that you can announce to the media?

2. Get ideas for what not to do

Learning from someone else’s mistakes is an effective way for you to progress. Monitoring your competitors’ marketing campaigns brings in ideas of what works well and what doesn’t. Try going through their website as if you are a customer, to see what they are lacking in that you could use to your advantage.

You can also see if they have any bad reviews and why. Generate leads by offering your solution to their problem.

3. To be one step ahead

After thoroughly examining your competition, you might be bursting with creative ideas to take you one step further, coming up with ideas nobody else has thought of. Don’t rip off their ideas. Let their ideas inspire you to come up with your own. Better ideas that convert.

Keep in mind that your competitors could be watching you! Set the bar high.

So how do I start checking out my competitors?

We have recently created a free template where you can easily compare your business with your competition. This will provide you with valuable ideas and inspiration that you can use to your advantage.

Download template here

However if you don’t have time to complete this, we can do it for you in detail for just £270.

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