As a business owner, it’s natural to think about what you want and how to go about getting it. So, when it comes to marketing, it’s sensible to discuss an overarching plan and it’s practical to discuss techniques for achieving your business objectives. But this type of thinking is missing an essential element: perspective.
Whose perspective are you adopting when you roll out your small business marketing campaign? Is it the perspective of your business or is it your customer’s perspective? If you unfold your plan from your own perspective, you will miss your mark. Conversely, if you see things from your customer’s perspective, understanding what’s at stake for them, then you will earn their attention and engage their interest. Seeing the world through your customer’s eyes will move your marketing along in the right direction.
With that caveat in mind, let’s see how to market your small business using SEO marketing, branding, social media marketing, and video marketing.
Attract Unpaid Traffic with SEO Marketing
Search engine optimization (SEO) will make your website visible in a search engine’s organic results page. Your goal is to be listed on the first page for your major keywords. When you achieve this goal, you’ll be able to drive traffic to your website without any further effort.
While there are many ways to improve your SEO, the most effective is to use SEO content writing techniques. This is done by writing engaging copy seasoned with high-demand, low-competition keywords. Other things that you can do is to make your website all about one big idea, add links to internal pages on your website, and link to other websites with interesting, relevant information. It’s also helpful to update your website with new content frequently, remove anything that slows down your website, and use keywords in your permalink structure and images.
Build a Recognizable Business Through Branding
Your brand is not one particular element, but rather a number of elements working in synergy to create an overall favorable impression of your business. Your business name, slogan, design, and symbol all contribute to distinguishing your business from your competitors.
A simple way to avoid getting entangled in abstractions when struggling to define your brand is by thinking of your business as a person. If your business were a person, how would he or she speak to customers, attract their interest, and build a long-term relationship?
Engage Your Audience Through Social Media Marketing
Social media marketing is an opportunity for you to leverage popular platforms to engage with your target audience. Building your online presence on a social media platform gives you a virtual location to gather community-based feedback, interact with customers and colleagues, share content, and collaborate with other businesses. There are many ways to use social media, like engaging with people through forums, social networking, microblogging, and social bookmarking.
Launch your social media marketing efforts by identifying your social media marketing goals and identifying your ideal audience. Once you’re clear on why you want to join social media and whom you want to talk to, then decide what platform you should use. Once you’ve settled into your new home, deliver consistent content, woo industry influencers, and engage your audience by initiating discussions and entering into conversations.
Share Your Ideas Through Video Marketing
Video marketing is a way to share your message in a way that benefits your audience. The reason why people watch a video is three-fold: to be entertained, to be educated, and to be part of a group. Video marketing, then, is a social activity that engages audiences.
The secret sauce to building a popular channel on a video-sharing site is simple: “Whatever you do, don’t be boring.” The less sales-oriented your message and the more story-based your message, the more likely it is to be watched frequently, liked, and shared.
Deploying SEO marketing, brand building, social media marketing, and video marketing may seem complex, but it’s really all about seeing the world through your customer’s eyes and then creating a process to present your message. When you do it right, you’ll position your business as an authority in your niche, win trust and loyalty, and develop a long-lasting relationship with your audience.