49
PRO INSTALLER MAY 2016
TOP TIPS UNLEASHED
@proinstaller1
LESSONS
IN SMALL
BUSINESS
MARKETING
Successful business marketing incorporates
many different elements that work
together through different mediums to
deliver the growth and results desired.
But it all hinges on two things - a great
product and a team that wants to excel.
All marketing starts with a
strategy. A pre-launch strategy outlines targeting - who
are you trying to target?
Focus and refocus so no
resources are wasted.
What channels and marketing
activities are you going to use,
and how often? Ensure that all
channels interlink and co-ordinate
to carry the same brand message.
Measure results via KPIs (Key
Performance Indicators) to ensure
that you are hitting targets.
MARKETING ACTIVITIES
Networking: your network is
everything. Business is often conducted via personal connections
and recommendations (social
capital) so go to networking
events and business shows, refer
other businesses, and pass them a
printed business card. Join clubs
and societies to meet like-minded
people and expand your social
capital and your business sales
will grow in return.
Facebook: is great for creating a
company personality. It’s free and
you can add friends, get your colleagues to add friends, and share
your company page which improves your brand awareness and
connects your business with the
millennial generation. Facebook
advertising is also very cheap in
comparison to other advertising
platforms and can be targeted
quite accurately with great data
capture.
Twitter: can quickly elevate
your company exposure and
is great for finding business to
business leads. Because of the
limited characters per tweet, companies have to be inventive, short,
snappy and impactful but you can
always have a link in your tweet,
so this is a great way to share
your content.
Linkedin: is great for interacting
with other SMEs. It can showcase
your products and services, locally
and nationally. If your main sales
are business to business then
LinkedIn is a great place to start.
Post daily company updates and
publish articles to entice potential
customers.
Google+: has lots of interesting
relevant communities to join, and
is great for search engine optimisation (SEO). Google+ is interconnected with your website and
allows you to tag posts i.e. #printing which helps Google realise
what type of company you are.
Printing: high quality printing
is far from dead and if you want
to reach customers and have a
big impact, then one of the key
elements in your marketing mix to
consider is printing, for instance,
leaflet printing and direct mail
printing.
A printed brochure is one of the
most important pieces of media a company can commission,
because it is a tactile and physical being with content that gives
the potential customer a company overview, highlighting your
business objectives, branding and
in particular your products and
services. Couple this with professional graphic design that exudes
your brand message throughout
and attach your business cards to
add that personal touch.
PR & Content Marketing: the
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