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Five types of marketing to invest in for your small business

As a small business owner, you know how important it is to market your business. You need to engage potential clients and retain your current ones. But it can be difficult to know exactly what type of marketing you should use to do so, especially if you are new to the world of business ownership.

If you have applied for business finance in South Africa you will need to start creating a marketing strategy from the get go. Not sure where to start? Below are the five types of marketing to invest in for your small business.

Google AdWords

Google Adwords is one of the smartest ways to use your marketing moolah. While you should try to improve your organic reach results using SEO (search engine optimisation) tactics, AdWords can certainly give you a leg up on the competition, especially when it comes to digital marketing.

Google searches are one of the top ways in which customers find your business online. Which means that spending money on an AdWords campaign is extremely effective. Be warned that AdWords is not an “autopilot” way of advertising, you will need to monitor your campaigns and make changes when necessary. While it might be costly, it is a marketing strategy that will pay off in the end.

Facebook advertising

Did you know that almost two million small businesses pay to advertise on Facebook? It is one of the most inexpensive and effective ways to reach an audience that is interested in what you have to offer. And, almost everyone uses social media these days, so your customers are guaranteed to see your adverts.

Facebook ads excel at advanced targeting, which means that you can set up the demographics of who you want to see the ads, such as certain age groups, geographic locations, online behaviours and much more. For a small business that has just taken out business financing in South Africa, the affordability of Facebook advertising makes sense. All you need is a solid headline, some good descriptive wording, an inviting image and the right link.

Printed business cards

Many entrepreneurs feel that, because the world has become so focused on digital technology, printed marketing is no longer relevant. However, this could not be further from the truth. Business cards are affordable to print and you can create a truly unique design for yours using free software or by asking a professional designer.

Not only can you give clients and customers your business card, but you can also give them to potential business partners at networking events. You will need to ensure that your card design is relevant to your company and that your details are clear and easy to see. Be creative and think out of the box, for example, if you are a small artisanal doughnut store then design round business cards that look like the doughnuts you have on offer.

Email marketing

Email marketing is still one of the most effective ways to market to clients. And, if you are using business financing in South Africa, it is an option that will suit any budget. Email marketing is relatively simple to use and there are several software options on the market.

It is effective for small businesses especially because you will be able to reach an audience who is already interested in your products or services, those who subscribed to your emails in the first place. You will need to ensure that you send these emails at the right time of day so as not to annoy people and only send to those who have opted-in to the subscription.

Google My Business

For small businesses hoping to make a mark, Google My Business is one of the best types of marketing to invest in. It is completely free and is easy to use. All you need to do is provide your up-to-date contact details and allow the system to combine all of your information such as your Google+ profile, Google Maps profile, your Google reviews and more.

Ranking your Google My Business listing is one of the most important things you can do for your business, as this will allow it to show up in Google search results when someone searches for the product or service you offer. For example, if someone searches for “pet stores Cape Town”, they will see Google My Business listings before organic search results. Having your business in these first listings is imperative to boosting any small business.

Think smart for your business

Marketing strategies are highly important for any small business, especially if you will be using your business finance in South Africa for part of your marketing budget. With the innovations of technology, there are easy and affordable marketing methods you can use for your small business, such as Google My Business, Facebook advertising and Google AdWords.

You can also go the more traditional route and print out business cards to hand out to clients and at networking events. Be sure that whatever type of marketing you use, it is relevant to your business, easy-to-use and will not break the bank.

The perils of social media for 2016

Few could’ve predicted that social media would prove to be as important as it has become. Popular people on various social media platforms sometimes have a wider audience and reach than even some papers or news networks. Indeed, YouTube’s most watched channel is run by a man who’s now a millionaire for playing video games. People lose their jobs just as quickly as they make them, because of what they do on social media. We cannot downplay just how important Twitter, Facebook, YouTube and other networks have become.

What is social media?

By now, most of us know what social media is. We’re probably subscribed to several, each one focusing on particular forms of media and communication. One of the best definitions comes from Webtrends from About.com. As they state: “Social media are web-based communication tools that enable people to interact with each other by both sharing and consuming information.”

Twitter is a short-message social media platform, ideal for staying up to date with news, sites or businesses. Facebook is designed to be more personal, ideal for families and friends, especially those who live far apart. LinkedIn is designed to enhance our careers, letting us meet and associate in related circles and allowing future recruiters to know who we are.

Almost all such services are free.

How do they benefit businesses?

As we noted, the main focus for social media is the ability to send, share, consume and create information. Twitter is ideal for linking to other sites, Facebook allows for large scale live video recording and so on. Businesses must view these as additional tools to help their marketing, if not the business itself.

But not all social media is created the same. As one marketer’s guide highlights: “If you want to create a successful social strategy, you need to familiarize yourself with how each network runs, the kinds of audiences you can reach and how your business can best use each platform.”

What’s important here is to consider social media as expanding on the platforms for your marketing strategy. These days most marketing courses will have at least some focus on social media. The problem is the platforms themselves are so new, rules are always changing and no one has clear, absolute guidelines.

What we are recognising however is that fewer customers tolerate advertisements in their faces. They don’t want to be bombarded with marketing. We therefore need to be smart about what kind of marketing we practice, how best to serve our clients but to do so without annoying an audience.

These are the skills we must develop in the age of social media.

3 must-haves for a small business

The business of being in business is no easy feat. There are so many factors to take into consideration to ensure the profitability of an offering. From attracting customers, retaining them, converting them to purchase goods, to having them return for additional purchases are all the functions a business owner needs to tend to. Not forgetting the all-important after sales service.

When businesses are run alone, business owners often find themselves struggling to tend to these essential business functions optimally. The introduction of business convenience mechanisms is thus vital to the survival of small businesses. These mechanisms, largely electronic based, help business owners to effectively manage and grow their businesses.

Business software

Back in the day, businesses manually recorded all sales and other important business related information. Today, this is no longer necessary and in fact, it is deemed very burdensome to do so. With the introduction of software packages to see to these tasks, business owners are provided with convenient accounting software to record transactions and manage the finances of their businesses easily. In addition, businesses can easily pull reports to gauge the growth of the business.

The core of a business is its customers, and managing customer information is thus vital to the success of a business. Customer relationship software is a must-have for businesses to retain their customer base as it can track customer purchase behavior, the profiling of clientele and also assists in regular engagements with them. There are a number of different software packages available for businesses, but the use of these packages is essential for businesses to run efficiently.

Security

Theft is rife within businesses and proper precautions need to be taken to ensure that no financial losses are sustained as a result. One surefire way to curb theft is the presence of closed circuit cameras. As much as it can help identify perpetrators in the event of theft, it can also act as a deterrent for burglars who are looking to pocket merchandise or equipment. Other deterrents such as alarm systems, security gates and window protection also add to the overall security of a business.

If a business sees a large amount of foot traffic, the installation of turnstiles also adds an element of safety as it gives customers one way to enter and exit. This limits the chances of someone entering and exiting the store without paying as they will need to exit at a designated point. Moreover, intelligent turnstiles can assist the business owner with important customer information through tracking the amount of people who enter the business. For example, if a business sees a certain amount of traffic into the business, but this traffic doesn’t convert into sales, there is likely to be a problem with the price of goods or how appealing the merchandise is to customers. By knowing this information, a business owner can easily adapt his or her strategy to convert these mere feet into once-off or repeat customers.

A website

A website for a small business is essential. However, the development of a website alone is not enough – it needs to be found by those who are looking for it. For this reason, content on the website needs to be optimized for search engines and also be free from any vagueness.  By its very nature, a website exposes a business to prospective customers like no other channel or platform would. It gives visitors an indication of what the business offers and where to find the business. This mechanism, if used properly, can be a major driver for sales and can serve as a means for growth too.

The mistake most small business owners make is to create a website and leave it unchanged forever. A website needs to be updated regularly so that it can be more appealing to its viewers, but more importantly, so that it can rank better when searched for in Google. Lastly, a website should be seen as the windows to a business, if it is covered and the contents of the store is not visible, people are less likely to enter and make a purchase. Should it be clear, with the contents of the store visible, it is more appealing to passersby and would probably result in a sale of some kind.

The Importance of your Landing Page

A landing page is the first page that a visitor to a website “lands” on when clicking on a link or submitting a URL.

These landing pages are used by advertisers to welcome visitors to the page after they click through. The effectiveness of your landing page can be measured by how well the click-through rate relates to the end goal of the website, whether that be for downloads, subscriptions, sales, etc.

Continue reading The Importance of your Landing Page