Marketing doesn’t have to be difficult or expensive. With opportunities such as blogs, social media and digital advertising, your ability to reach potential clients has become easier and cheaper than ever. The most challenging part typically is what to say and where to say it, but these steps should get you moving in the right direction.
- Identify how your future clients look for your services: Your future clients are looking for services or products like yours all the time, but the trick is to find out how and where. Do they search for this on Google? What are their search terms? Is it through an association forum? On what topic? Do they find you through LinkedIn? The best way to find out is to ask your current clients. Build a plan around those digital properties with content addressing the topics and keywords.
- Look at your competition: If you’ve been in business for even a year, you have a pretty good idea of who your competition is. When your future clients are looking for products or services like yours, they want to easily identify how you different than your competition. Do you have a better process for delivering the goods? Are you faster or cheaper? Are your a little more expensive, but your products are made with better quality? Identify how you are different and build messaging around it.
- Content is king: Now that you’ve identified how your clients find you, what they are looking for and how you are different than your competition, you have a pretty good idea of what you should write about. If your key differentiator is a unique process that makes the client experience better, then focus on this. If your products are perhaps a little more expensive but made with top quality components, write about this. Develop blog content that explains different aspects of how you are different with your keywords in mind. This will help your SEO. Share your content on social media, which will help for awareness.
- Go digital: Unless your clients are under a rock, you can always find them through Twitter, Facebook and LinkedIn. Most small B2B businesses feel social media isn’t the right medium for their audience, but with the blurry lines in business media v. personal media consumption, the overlap benefits the marketer. Share your content on social media. Take one quote out of your blog and create a image post. Commit to posting a few times a week and slowly increase the frequency. Pay attention to what resonates with your audience. Ask questions of your audience… you might find out something new!
- Creative on the cheap: We all want a marketing budget that affords us the best writers and designers, but more times than not, it’s not the reality. There are a ton of resources for the budget-minded marketer to help create beautiful artwork. Try Canva for social media and digital graphics or Primo for small videos.