SMALL BUSINESS MARKETING MIX
Promotional Tactics
As a business owner, you are always hearing the advice to “write a marketing plan.” As marketers, we stand by this advice. Creating a marketing plan forces you to put thought into your unique selling proposition, your business context, your target audience, your resource allocations, and other variables. It is a roadmap to reach your business goals.
But even though we advocate for creating a marketing plan, we also recognize it is easier said than done. Of particular difficulty for business owners when planning the “marketing mix” is deciding what promotional channels they will use to get their message out. One reason this can be a challenge is that many are not sure what the options for marketing even are.
Below, we have put together a “menu” of marketing channels that your business can choose from to help plan your marketing. While certainly there are more tactics than we have provided here, hopefully this list can provide you with a good starting point to plan or to learn more. And if you are a new or fairly new business, check out our list of “Marketing Essentials for Small Businesses” that provide a good starting point for marketing a small business.
Search Engine Optimization (SEO)
Search engine optimization (SEO) involves optimizing the content on your website to improve your visibility on search engines.
Pay-per-Click (PPC)
Pay-per-click (PPC) marketing is a form of digital marketing in which ads can be purchased on search engines or social media platforms. Ads are highly targetable and adjustable to budgets.
Content Marketing
Content marketing, which is tied in with SEO, entails creating and sharing valuable content to attract and engage your target audience.
Social Media
Social media marketing includes platforms such as Facebook, LinkedIn, Instagram, Twitter, among others. The platform you should choose depends on where your target audience spends their time. Unpaid content on social media is referred to as “organic” social media, which contrasts with paid social media marketing ads.
Email Marketing
Email marketing involves building an email list and sending subscribers regular updates, information, or promotions to build their familiarity with your product offerings and help customer retention. Email campaigns can be automated, which is a big time saver.
Video
Video marketing is the use of video to convey your message, demonstrate products, or engage audiences. YouTube, as the largest video sharing service, provides a great platform for your video marketing program. While video marketing could probably be classified under content marketing, because video now accounts for a significant amount of all web traffic today, this channel is important enough to have its own mention.
Influencer Marketing
Influencer marketing often conjures ideas of celebrities endorsing big brand products. While this is one example, influencer marketing can also be done on a more local level. A small business can partner with another business on social media to promote each other’s products. A local personality with a social media following, often centered around a particular topic, may be a good choice for advocating your product.
Traditional Advertising
Traditional advertising includes radio, television, print publications, and out-of-home marketing like billboards. For a local business, traditional media may be a helpful component of your marketing plan. See our “Local Media Guides” for lists of local media opportunities in southern Indiana.
Direct Mail
Direct mail consists of sending postcards or flyers to customers homes within a geographic area.
Event Marketing
Event marketing, including trade shows, expos, or even hosted events at your business location offer a great opportunity to boost brand awareness, make direct sales, and gather direct feedback en masse from prospective customers.
Public Relations
Public relations entails keeping the public informed of business news as well as fostering relationships with media to gain positive coverage.
Community Engagement
Community engagement is key for small businesses to establish themselves as members of the community. This includes networking, supporting causes in your area, speaking at local events, attending business association events, patronizing other local businesses, and so on. The more your business makes itself a mainstay of the community, the more you will be seen as the “go-to” for your product or service.
Word of Mouth
Word of mouth is the best form of marketing but is one that generally has to be earned. If you offer a great product and deliver excellent customer service, word of mouth will follow.
Conclusion
Creating the right mix of marketing channels depends on your industry, your target audience, your business goals, your budget, and more. If you would like assistance in determining a marketing mix that gets results for your business, we’re here to help.
