Marketing costs in today’s economy are outrageous.
Outsourcing social media marketing with a minimum of two social networks costs around $3,000 to $20,000 per month. Luckily, there are small business marketing strategies you can try without having to spend thousands of dollars.
Steps to take before marketing your small business
Marketing a small business is a tricky process, especially if you’re competing against big brands and established companies.
There are two steps to consider before you start formulating a killer marketing strategy.
Step 1: Analyze your market and target audience
The best marketing strategies are based on the current market and the needs of your target audience. For that reason, performing research on those aspects is a must.
Start your analysis by determining your target group.
Consider demographics like age, location, gender, and education level. Be as specific as possible because if the audience is too broad, it’ll be impossible to find a pattern that can be used in your strategy.
Once you have a clear idea about your target audience, it will be easy to know what they need, what they want, how to reach them, and when is the right time to approach them.
However, the data collection process doesn’t end there. Next, you need to do market research.
Based on your defined target audience, you should analyze the performance of your competitors, current marketing trends, and market statistics.
Combined with the information about your target audience, this data will guide you to make the best marketing decisions.
Step 2: Estimate your expected ROI
As business owners, you shouldn’t spend your money blindly. Plan out your budget so you’ll know what to expenditure expect.
The best method to keep your budget in check is to establish your expected Return of Investment (ROI).
Simply put, ROI is the ratio between net profit and the cost of investment. In marketing, it means calculating how many dollars in sales you’ll gain for every dollar spent on marketing.
Putting your marketing campaign expenses and daily operational budget in the ROI allows you to monitor your expenditure.
The data can be beneficial for tracking the effectiveness and results of your marketing campaign.
3 Cost-effective small business marketing strategies
1. Build a business website
The advantages of having a business website cannot be overstated.
According to a report by LYFE Marketing, 88% of customers search for products or services online before making a purchase. Therefore, if you don’t have an online presence, you’re missing out on potential sales
For that reason, starting a small business marketing website should be high on your priority list.
You need to choose a light, flexible and reliable website builder, like Zyro.
Our website builder can help you make a beautiful and functional website in no time.
Should you need any help in the placement of pictures and call-to-action buttons, you can use Zyro’s AI Heatmap. It will show you areas that receive the most attention, so you’ll know exact locations that generate the best conversions.
Once you have finished your design, you can populate your site with content written with the help of Zyro’s AI Writer.
All you need to do is enter your requirements into the generator, click Generate Text, and the AI Writer will produce several content pieces that you can choose from.
2. Implementing on-page and off-page SEO
Building a website is only the beginning. To run a successful marketing campaign, you need to attract as many visitors as you can to your website.
This is where SEO comes into play.
SEO, or Search Engine Optimization, is a technique to optimize your site’s ranking on search engine result pages (SERP).
Implementing SEO practices is crucial as it increases the chances of customers finding your website.
The optimization process can be divided into two types: on-page and off-page SEO.
As the name suggests, on-page SEO means you optimize everything on your website. You can include relevant keywords in your content, write meta descriptions, use correct headings for your articles, and much more.
On the other hand, off-page SEO refers to promotional methods that take place outside of your website, such as content outreach, social media marketing, and email marketing.
Business owners can also develop community engagement by allowing visitors to leave comments, share their opinions, and subscribe to a newsletter.
3. Integrating your website with social media
Social media is a powerful marketing tool to promote your business.
Once you have your business website up and running, you’ll be able to integrate it with popular social networks immediately. That way, your site, and social media accounts can work together to attract a larger audience.
Start by putting social media icons on your home page. It does not have to be big and bold, but make sure the icons are visible.
Let’s take a look at Zyro’s website, for example:
Second, you can add a Twitter feed to your homepage.
As one of the most popular social media platforms, Twitter is a great tool to build online communities around your brand or business.
Currently, there are various tools you can use to create an impactful Twitter feed, such as Taggbox, EverWall, and HootFeed. Some of these tools can also be used to create other feeds, such as Instagram or Facebook.
Another strategy you can try is enabling social login on your website.
Allowing visitors to log in using their Facebook or Twitter accounts is a great way to attract more customers since 86% of users do not want to create a new account when visiting a website.
Boosting sales through social networks and over multiple channels requires effort and commitment, but with around 3.48 billion users worldwide, this strategy is too potentially fruitful to be ignored.
Free marketing recap
Small business marketing can be expensive, however, it doesn’t always have to be that way.
After determining your target market and estimating your expected ROI, you can start marketing your products and services with these cost-effective methods:
- Build a business website — use Zyro’s website builder to expose your business to a wider audience, create community engagement, and enhance your brand reputation.
- Implement on-page and off-page SEO — rank well on SERPs, boost your online presence and attract more potential customers.
- Integrate your site with social media — an easy method to create a seamless multichannel marketing strategy.
After looking at those cost-effective business marketing strategies, there is no reason why your business can’t compete and thrive in the market, even when you go up against well-funded competitors.