If you run your own small business, you probably find yourself constantly having to do things you weren't trained for, particularly marketing. Furthermore, complicating the task of crafting an effective marketing campaign yourself is the result of small businesses often having little to no money to spend on marketing. Fortunately, you don't actually need either a marketing degree or a lot of money to run a successful marketing campaign for your small business.
Know Your Customers
If you want to make effective use of your marketing efforts then you have to really get to know your customers. Where do they live? What are they interested in? Which social media sites do they use, and which do they avoid? What do they do for fun? What problems do they need solved? Which of your competitors' brands are they aware of, and what do they think of them? You should be able to do a lot of this research via online survey companies, which are often reasonably priced. You can also conduct it for free by asking your existing customers to complete short surveys in exchange for a small discount or a free gift.
Craft a Targeted Value Proposition
The value proposition is perhaps the most important element of any marketing campaign. It is an evocative, informative, memorable statement that tells potential customers why they should buy your product or service and not those of your competitors. All of your marketing efforts should include your value proposition. Once you understand your customers well enough to know what they need and what they will respond to, you should thoroughly craft a value proposition that is targeted to them. Do not rush this process. An exceptional value proposition can make a marketing campaign work, and a careless one can ruin it.
Make a Landing Page for Your Campaign
A landing page is a page on your business website that your customers will be taken to once they click on one of your ads. You should spend a considerable amount of time and effort to get your landing page just right. Every detail of the page should be designed to appeal to your target demographic. If your target demographic is made of older professionals; for example, you may want to use a simple, no-frills design, formal language, clearly written content that gets right to the point, and a muted color palette. The content on the landing page should be aimed at solving the problems your demographic faces and addressing their needs. This is your only chance to convert casual viewers into paying customers; therefore, you need to yield reasonable justification for your customers to continue looking at your website.
Take Your Message to Your Customers
Once you know your customers' browsing habits online, and have crafted your value proposition, you need to start purchasing advertising on those sites. You also need your company to join those sites and start posting things to your potential customers that will draw them into your landing page.
If you are undertaking the marketing for a small business, then you can't afford to waste any money or effort, because you don't have a lot of either to spare. Take the time to thoroughly research your customers and design your campaign to make the best appeal possible to them. Your return on investment will exceedingly surpass all the time and work involved.