I always think of January as a fresh start. A chance for a 'do-over' from the previous year. After some time off to relax & gather my thoughts, I approach each new year as a clean slate - both personally as well as professionally.
If you do the same, then this month is the perfect time to look back at last year & evaluate:
• what marketing efforts paid off?
• which ones didn't?
• what might you want to add to your marketing mix?
Oftentimes, small business owners are so caught up working IN our business, we don't make time to work ON it.
Knowing what trends are emerging will help you decide which ones might be right for your business.
1. Mobile - if you're in a retail or service business that consumers look at on their mobile devices, try this: Using your own smart phone, go to your site. How does it look? Is the most important messaging visible immediately? If not, consider changing your site's physical look to be mobile-friendly. Web.com's survey last year showed that 84% of small businesses that reconfigured for mobile platforms reported an increase in business. That's powerful.
2. Geo-target - local online marketing has never been easier or more cost-effective. Sites like moz.com or yext.com make it easy to manage. Go to their site, plug in your info & you'll immediately get a list of directory sites where you should be listed. Then act on it! Claim your listings & start building online content.
3. Merge Online & Offline - unless you're targeting tweens, you'll need a mix of both. Common messaging & branding across marketing channels is key to getting your marketing up to par. Simply having a website & a social media page just won't cut it anymore.
4. Events - see if you can partner with a like-minded business or organization so that it benefits both of you. For example, a local pet supply store often has veterinarians come in for short talks once a month. What a great idea which is sure to be a hit. Think of ways you can bring in speakers, rent a conference room somewhere, plan a meeting at a local restaurant. All the social media in the world cannot replace face to face relationships. Golfers know this better than anyone.
5. Email marketing - there is just no better cost-effective way to nurture relationships. Gathering emails from your customers & prospects should be a priority. If you've read my book, you know I'm not a fan of using email for prospecting - there are too many downsides. But when used for retention or reactivation efforts, it is a very powerful tool.
6. Think visually - we're so bombarded with messaging & words that visuals can really stand out. Take photos of your products for on & offline uses. (Word of caution here: if you're using the photos for promo materials consider contacting a local photographer to enhance the photos so they look professional. And, no - photos from your cell phone don't count.) Use video especially on your home page where it can tremendously enhance your SEO, put visuals on your social media sites & track the clicks. On twitter, for example, tweets with photos get retweeted 4x as often as those without. Be sure your logo translates well across media. Short & sweet, a strong visual can be an asset.
Make marketing a priority for 2015 & you're on your way to success.
Enjoy!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Copyright 2015 Affordable Marketing Solutions LLC
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