Small businesses have a very distinct advantage, as they can leverage their size and ability to pivot on a dime, into successful, flexible, and winning marketing campaigns. While large businesses must plan, meet, develop and then roll out a marketing campaign, at great cost, small businesses can do it all faster, with a finger on the pulse of the customer. Let’s explore a few marketing trends in use across the globe to help expand small businesses in this monumental year of growth.
Know your Audience
Did you know that there are over 500 million Tweets per day, and 6 million businesses using Facebook ads to reach their audience? Small business owners have the opportunity to know their audience and their customers personally. Sometimes even by name. The better you know your audience and their needs and preferences, the more targeted you can make your marketing campaigns, and cut through the noise of other companies
Fast, Responsive Communication
Small businesses have the unique opportunity to deliver faster and more responsive communication, with less expensive and better-received nearshore call centers. While larger enterprises continue to rely on cheap, international call centers, often based in the Philippines or India, you can provide your customers with English-speaking, and culturally sensitive local service by using professional call centers based right in their own country, or even state.
Personalization and Authentic Human Connection
Small businesses are also at a huge advantage when it comes to the ability to personalize products and services based on customer needs and build an authentic human connection. It’s easiest to build brand and customer loyalty when you have direct contact with customers, who are the greatest source of actionable feedback on ways you are succeeding, and where your company or product might fall short. Consider running a marketing promotion targeted at your loyal customer base, offering discounts or special offers as a ‘thank you for their patronage.
Create Interactive and Relevant Content
Optimizing for Search Intent
When customers open a search engine, it’s likely they are seeking out a general product or service, not your company. You must make sure these customers find you, and that means optimizing for search intent by using SEO strategies. There are 4 types of search intent:
1. Informational: Users ask for a straightforward answer.
2. Navigational: Users want directions to a page.
3. Commercial investigation: Users researching multiple sources.
4. Transactional: Users plan to make a purchase.
Plan your content to address each of these types of customers, and capture more than your market share easily!
Focus on Customer Service
Customers expect the best services from small businesses, as they have more freedom and personal communication than big enterprises. Ensure your customer service is top-notch by leveraging technology like USPS shipping API, to enable faster and more accurate shipping processes. Also, always reply to customer comments and complaints online, in a professional and helpful tone. Rethinking and deploying a new customer service strategy could potentially be a big sell, so consider using it in your next marketing campaign!
Offer Seamless Multi-Channel Retail Experiences
Your small business should be taking advantage of all the channels out there, meaning you will need to focus on maintaining quality and consistency on each one of them. For example, if you decide not to update your website, but take the time to update your Facebook Marketplace store, customers might find different prices, products or even varying levels of customer service between your many platforms. Make sure that if you own a channel, you manage it well, to ensure customers have a seamless multi-channel retail experience.
Small business means big opportunity. Taking the time to consider these marketing trends, will help you keep your finger on the pulse of your customer, something massive multinationals simply can’t do! This is your year for expansion! Get started today.