5 Essentials for Small Business

Marketing EssentialsAs a business owner, it is crucial to know where to allocate your spending dollars when it comes to marketing your business.

You may sometimes consider your marketing budget as a slow leak of capital, but instead you should treat it as an investment in your business that will bring significant returns if utilized the right way.

69% of marketers are currently allocating their digital marketing funds to website content, development and performance optimization.

These are the 5 marketing must-haves that every business needs in order to reach their goals and maximize revenue:

1. Professional Branding Materials

Without a doubt, this is the first essential tool needed in order to establish a relationship with your customer.  This is what gets your business recognized and remembered.

All materials, whether print or digital, need to be professional looking and consistent with your business logo and colors. Your marketing materials repertoire should at least include the following:

2. Website

In this day and age a website is imperative for any business to have credibility. 48% of Americans online, judge a business by its website. Your website serves as your 24 hour virtual storefront and is the perfect lead generation machine.

Whether you can afford a fully-integrated larger website or a more economical “starter-website,” both options must include the following in order to work efficiently:

  • Design synergy with brand
  • Seamless navigation
  • Rich, fresh content that is updated on a regular basis
  • A strong call-to-action such as a “Free Consultation,” “Limited Time Offer,” E-News Sign Up,” etc.
  • Mobile responsiveness, meaning your website conforms to all types of mobile devices for an optimal viewing experience

3. Existing Customers

Sometimes business owners put so much focus on driving new business that they tend to neglect their existing customers. Don’t discount the value of your existing customer. It can cost up to 10x more to acquire a new customer than to retain an existing one.

Gaining new customers is important, however it is far more cost effective to manage and upsell your existing customer. One sure fire incentive for repeat business is to offer special discounts or complimentary products and services as a “thank you for being a loyal customer.”

4. Lead Generation

Lead generation is more than just referrals. The best strategy for acquiring leads is to optimize your website. Search engine optimization (SEO) is the key component in getting your business on the first page of Google, Bing, Yahoo, etc., which in turn puts your business in front of your customers and ahead of your competition.

Keywords and fresh content are just scratching the surface when it comes to maximizing your visibility on search engines. Another huge factor in search engine optimization is to have a mobile-friendly (responsive) website. 63% of Americans online use a mobile device to access the internet. More importantly, if your website does not provide users with a mobile-friendly design, Google will rank you lower on their search engine. Whereas, those with a mobile-friendly site will see their ranking improve immensely.

5. Customer Communication

Last, but certainly not least, is the importance of keeping in touch with your customers, and potential customers. Even in our age of digital, phone calls and direct mail are not extinct, and depending on your business and customer, these are viable options. However, the digital approach is more accessible. These two digital vehicles for customer communication are indispensable:

This form of communication is an ongoing means of informing your customers of new products and/or services, as well as educating the consumer on tips of the trade. Your e-newsletter should be sent to your email database at least monthly. Remember to always incorporate a call-to-action that drives traffic to your website for more information. This is also a great way to upsell your existing customer with special offers.

This online tool is the leading way to engage in two-way communication with your customers on a daily basis. It allows you to nurture your customer relationships by keeping you in constant contact with them. Social media also gives you the opportunity to show the personal side of your business, while building a community of fans.

High Five! You have just learned the top ways to get the most bang for your buck when it comes to marketing and building your business. Of course, there is no need to go it alone, at Exceller Marketing, we are here to help you execute and achieve all 5 marketing essentials.

Feel free to contact us today for a FREE marketing consultation and receive more information on developing your Marketing Strategy and tools.

Best regards, until next time!

Kathy Argyros
Founder and Chief Consultant, Exceller Marketing, Inc.

Exceller Marketing is a full-service marketing firm and website design agency servicing small and medium businesses, as well as entrepreneurs in Westchester County, NY and the tri-state area. With powerful traditional and digital marketing communications, coupled with business development, we keep our clients ahead of their competition.

Source: RuthStevens.com
Photo: IStock

1 Comment

  1. Daniel Palmier

    As a businessman, I really find your post is extremely helpful and valuable for the newbies who just engaged in business. Thanks for providing a quality material.

    Daniel Palmier

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