Let’s face it – most small companies are not in the marketing business. Whether you are an engineer, an architect, or something else equally interesting, the fact is that you need clients and growth to remain profitable. How can you achieve this? It takes a sound marketing strategy to bring in new work and set your business apart from the competition. As most small businesses don’t have large marketing budgets, every dollar spent should count. Here are several common sense small business marketing tips for your growing company.
Build Your Brand
Before you do anything else, make sure that you’ve invested in your brand and your online presence. Your company should have a logo that is easily identifiable and a back-story that tells who you are and your underlying values. A major component of your brand is your website which will reflect the visual elements of your business and relay important information about your products and services to customers.
Search Engine Authority
No matter what sort of product or service you provide, it’s likely that potential customers will look for you online. Once you’ve established a website, it becomes critical that your website ranks well in search engine results. You will probably need to find an expert who can help you with your search engine optimization (SEO) and other link building campaigns so that your rankings will continue to improve.
Social Media Marketing
Too many small businesses still view social media as either a fad or as something that is only used to keep in touch with family and friends. This view is a bit narrow as it has become clear that social media is here to stay. In fact, it’s the primary way that people talk about their lives and discover new ideas and businesses today. In an article on marketing for architects, experts suggest that professionals and small companies go beyond simply setting up a social media profile. They propose even setting up targeted groups where ideas can be shared, and questions answered.
Create Compelling Content
Have you ever heard the term “content is king?” Whether you have or not, this is gospel in the world of online marketing. Companies that want to be noticed will need to continually create original, compelling content that answers questions and leaves your readers wanting more. This can be in the form of articles, social media posts, short videos, and infographics. If content creation isn’t your strong suit, there are professionals who excel at this.
Email marketing has long been known as one of the best returns for your marketing dollar. Determine the best way to have visitors opt-in to your email list whether it be from your social media page, a pop-up on your website, or even a sign up in your store. Then, send periodic newsletters and engaging content that offers helpful tips and special offers so that they feel part of an exclusive club.
Don’t Discount Offline Marketing
Online marketing may provide excellent returns in most cases, but this shouldn’t prevent you from meeting current and potential clients face to face. Make an effort to get involved in your community through your local chamber of commerce and other trade associations. Attend conferences and network with other professionals and clients so that word-of-mouth advertising and referral-based business can do its magic for your company as well.
No matter what industry you are in or what services your company provides, marketing is still a key component to ultimate success. These tips are just the start for common sense small business marketing – both online and offline.