You know that as a small business, you need to have marketing strategies in place for your business. However, I find that knowing and being able to actually plan it out, are two different things.
With so many ‘gurus’ telling you what you need to do, I am here to help break down how you go about actually doing it, step by step. This way, you can apply the same steps to your small business to help you get clear about your marketing strategy.
By the way, the steps apply to both product-based businesses and service-based businesses.
Before we dive into the steps, you have to understand that as a small business, you need to have goals. Whatever you are going to do, when it comes to marketing, it starts and ends with goals.
I gave a great breakdown in a recent Facebook Live 😁, of the relationship between a goal, a strategy and a tactic. And together, how it helps you create a strategy that actually works for you.
So if you haven’t joined my Facebook group yet, what are you waiting for, click here to join now. (ppsssttt, I also answer your business-related questions in the group, so what have you got to lose 😉).
1. Define your small business goal
For context, say your small business has recently been set up and you have been in business for the last 3 months. Let’s starts by saying your goal at this stage is to increase brand awareness. You can have more than one goal, but I want to keep this blog post short and sweet 😊.
Next, you want to think about whether or not you want to increase your brand awareness organically, using paid ads or a bit of both.
From my own experience with my small businesses, I would go for both. Start organically before going on to do ads. I find that the leg work I had to do organically gave me valuable information I needed in order to give my ads a good chance of performing well.
2. Build awareness of your small business through content marketing
In this step, I have to assume a few things about your small business and that is you:
- are clear about exactly what it is you are selling;
- have defined who your target market is (your ideal customer avatar);
- know what platforms your ideal customers hang out online.
Now that we have that out of the way, you need to understand that with content marketing, you have four core elements you need to consider:
- Information – this is what we in the industry like to call content pillars or content buckets. So, this is the type of information you will be sharing i.e., education, entertainment, behind the scenes etc.
- Context – this is where you need to understand who you are targeting the information towards. The aim is that it resonates with them.
- Platform – this is where you will publish the information online, so where your ideal customers hang out.
- Form – this is how you will present the information, i.e. video, picture, audio, memes, gifs etc.
DISCLAIMER: Note that this blog post is about small business marketing strategy, not tactics. So this isn’t about the execution of the plan but rather the plan itself.
Just to stress to you how important it is to have a goal first, in order for the strategy to come together, let’s say your goal at step 1 was to generate new leads for your small business. Then in step 2, you would probably be looking to achieve this through email marketing (think copywriting), lead generation (think SEO (search engine optimization)) or even content marketing.
See how step 2 for the example above changed because the goal was different. Remember, it all starts with your goal.
3. You need to set KPIs for your small business marketing strategy
It’s now time to decide how you will measure the performance of your marketing strategy and you do this by having KPIs (Key Performance Indicators). As a small business, you really need to have some sort of KPIs as a way to measure how well your business is performing, whether it’s in sales or marketing.
As a reminder, for our current scenario, you are looking for KPIs to measure the goal of brand awareness. So, if your chosen platform, (where your ideal customer hangs out) is Instagram, then you need to get acquainted with your insights. Facebook have their own insights and if you are using a website, then you should get Google analytics and Facebook pixels installed on the site.
So, you need to choose the metrics you are going to use to measure the performance of your small business, which for this scenario, is raising brand awareness.
Examples of your KPIs
- the number of followers – measure how many people are following your small business on Instagram
- impressions – look at the number of times a particular post is shown and seen
- engagement – check to see if people are engaging with your content. Are they commenting, are they liking, are they sharing your content.
Now, remember back on step 1, when you chose to do a combination of organic reach and ads? This step then allows you to evaluate how your organic strategy is performing, in order to feed into your ads strategy.
For example, you could have noticed that you get more followers from posting video content. Or maybe you got more reach on images that shared a behind the scene activity for your business.
Whatever it is, you should have enough data to help inform you about what type of ads may perform well for your small business. However, this isn’t to say that you shouldn’t always be looking to switch up your ads. Just like with any strategy, you will also have KPIs for your ads to see how well they are performing.
4. Review your goals
This step is all about reflection. Once you have collated the data in step 3, you now need to go back to the goal you set yourself in step 1 to see if you:
- have achieved that goal;
- haven’t achieved your goal, and why? So you may need to go back to step 2 and ask yourself, are you creating content that resonates with your ideal customers or do you need to redefine your target market;
- need to adjust your goal further to the data you have now collated.
5. The most important step for your small business
Step 5 is the most important part of this whole processes far as I am concerned and that is:
- don’t rush the process;
- take your time, you are running your own race;
- don’t be afraid to change things up a bit if you find it’s not working;
- give your strategy time to do what it needs to do i.e. posting on social medial every day for 7 days is not enough to collate data you then need to inform major business decisions, make sure to give it a few weeks/months 😊.
I do hope this post on Small Business Marketing Strategy Example in 5 Easy Steps has been helpful.
If you’d like to get more tips and training about business strategies, then you need to join my private Facebook Group where I help you get clear and confident about your business and provide you with more free tips and strategies on how to grow your business.
In the meantime, make sure to comment below and let me know what your biggest takeaway has been from this post. I look forward to reading your feedback and hopefully answering some of your questions.