I am sure the last time you received a call from a marketing sales representative, the terms inbound marketing, SEO, email marketing, social media, and PPC got thrown around a lot. They wanted to know where you were spending your budget and asked about your target audience or bottom line. Unbeknownst to you, they were trying to gain credibility by making you feel like all of those items are things you SHOULD be doing, if you aren’t.
I have a secret for you, small business owner. You do not necessarily need all of those things in your marketing strategy. The best thing you can do for yourself is market research to find out what types of marketing you should be doing for your small business. This will allow you to capitalize on your marketing investments and see increases in your ROI.
How Do You Determine What Types of Marketing Will Work For You?
Research and identify your ideal buyer. This seems simple enough, “My ideal buyer is a college student.” How many college students are in the United States alone? Do they all need your product? Do you they know who you are?
You should identify your buyer by their demographics, interests, common problems, and where they spend their time. Find out as much information about them as you can, and how you can reach them by various strategies.
If your ideal buyer is in fact a college student, they probably spend a lot of time on their phones and online. They are actively searching for products between the hours of 8 am and 3 pm and they don’t like to spend too much of their time finding information. Their main problem might be juggling school and a job or having to stay up late to study. Whatever it may be, think of the people that your product can actually help. Also, consider the questions that might ask to narrow down to your company as a solution.
Once you know who your ideal buyer is, your marketing strategy will become apparent. Email marketing might not work well for a college student, they get enough emails already. Spend your budget on Facebook and the social media platforms that they are actively using. Place your ads in FRONT of them, but make sure you are offering a solution to one of their problems.
Taking the time to research your objectives will make marketing for your small business easy for you.