As a small business owner, you don’t have endless time or budget to test every marketing strategy. However, it is especially important for small businesses to use an efficient marketing strategy to grow their presence.
Fortunately, there are various marketing strategies that small businesses can adapt. Amongst them, we would like to introduce you to some of the most effective marketing strategies specifically useful for small B2C companies. Using the suggested stages of the marketing funnel, we divided the marketing strategies into three phases – Attraction phase, Trusting phase, and Loyalty phase. We designed each phase using marketing strategies that are effective and low in cost. These steps will allow you to not only build awareness but if done right, will help retain loyal customers.
1. Attraction Phase: SEO (Search Engine Optimization) marketing strategy
Even with great products or services, your company won’t be able to make any profit unless people know about them. Yet, raising awareness of your company is as important as developing good products or services. One of the best approaches to raise awareness is creating a website with your company and product information. However, your website or content can’t survive in a massive search engine without a strategic approach.
How do we get around this? SEO (Search Engine Optimization) will be key to identifying and using the most strategic and effective keywords to attract relevant potential customers. In this stage, we would like to introduce you to some of the most basic SEO steps that you can use to create strategic content using useful keywords.
1. Make a list of relevant keyword topics
Before jumping into random keyword research, first, create a few general topics that you want to write about. For example, if you sell a high-quality Chinese translation service, you may come up with topics like Chinese translation, Translation service, Certified Chinese translator, and more. Think like a buyer who is interested in a Chinese translation service – What type of keywords will they start with? What would be a related general keyword? This will help you understand the customer and their search process better.
2. Search for related keywords for each topic
Now, it is time to use SEO tools. Look for each topic using SEO tools like SEMrush or MOZ. By searching a specific keyword or a phrase, you will be able to see its search volume, competitiveness, keyword difficulty, related keywords, and more. Write some of the useful data and surf through the keywords. You will get some unexpected yet useful keywords. In this stage, you don’t have to choose specific keywords. Instead, focus on listing and searching relevant keywords.
3. Narrow down the keywords
You might be surprised by the number of related keywords. All of them might seem relevant but it is impossible to use all of them. So now is time to narrow down the list. There is no best way to do this. But there are some tips.
First, you may want to avoid general keywords with massive search volume like “Translation”. This is because the searcher’s intent behind these keywords is not very clear and it is difficult to compete with other articles that are already ranking.
Second, you need to interpret the searcher’s intent very carefully. For example, “Translate Chinese” and “Chinese translation service” seem like very similar keywords. Yet, the intent of “Translate Chinese” is likely to be an online translation program like Google translate while “Chinese translation service” is likely to be services that the translation company offers. To verify the searcher’s intent, we encourage you to look for related searches on search engines.
4. Write content based on the keywords
Finally, it is time to write content based on your keyword research. After choosing your keywords or phrases, use SEO tools such as SEMrush or SurferSEO to get some suggested content structure. These tools will suggest word count, the number of images, the frequency of keywords, and more. Using these suggestions, come up with quality content that can attract relevant readers!
2. Attraction & Trusting Phase: Email marketing strategy
SEO is useful but not the only way of attracting customers to make a purchase decision. Sometimes you need a more direct way to maintain the attraction and gain trust from them. To do so, you need to keep reaching them with relevant content and information. Email marketing is one of the easiest yet cheapest marketing strategies that allow this. With a list of prospects’ or customer’s email addresses, you can send out a mass communication with minimal effort and cost. Nevertheless, unlike how most people think it is very simple, there are some common mistakes that many marketers make. To avoid these, read the following guides.
1. Collect prospects’ or customer’s email addresses.
Finding email addresses of relevant recipients may be difficult especially in the early stage of business. Some may consider buying a list of email addresses. However, buying an email list is not only illegal but also very ineffective in the long term. Even though you send an email to every address in the list, these irrelevant recipients are likely to regard your email as spam. Then how should you collect the relevant email address?
Offer an incentive
People are unlikely to provide their information without returning benefits. Therefore, to earn their personal information, you should provide something in the exchange of information. This includes free giveaways, daily updates, coupons, or a monthly newsletter. Once you have chosen the type of incentive you can provide, use a good copywriter to deliver its benefit.
Clearly indicate the purpose
2. Create a company email
An email address is like a business card. A professional email address can create a sense of trust while a non-professional email address creates suspiciousness. Imagine receiving an email from firstname.lastname@example.org. You will immediately categorize this email as a spam email and ignore it. To avoid such an unwanted response, creating a credible business email is vital.
3. Write a diverse content
We all understand that the purpose of email marketing is to promote and advertise a company. However, if you overly send commercial content, recipients are likely to ignore or even block your email. Thus, you must diversify your content with non-commercial content like infographics, informative articles, and videos.
3. Loyalty Phase: Social media Marketing strategy
Maintaining a relationship with a customer is as important as promoting your product to new customers. By creating a bond with a customer, you will gain loyal customers, and increase the effectiveness of your future marketing spend. This may sound difficult as it is impossible to meet every customer to reply to their interest and comments. But with social media, this can be done very easily at a low cost.
According to statistics, more than 2.4 billion people use social media. This means you can reach a wide range of potential customers from social media. Unlike traditional advertising methods, social media is a more engaging channel where companies can communicate more closely and actively with potential customers. Thus, developing a well-designed social media account can raise awareness of a company and even foster a relationship with customers. There are various social media platforms, and each platform offers different functions and advantages. Let us introduce some of the most popular platforms.
Facebook Marketing Strategy
Facebook is one of the most well-known social media platforms with 1.79 billion daily active users. The average age range of Facebook users is Generation X and Millennials. Therefore, it is not the best platform if you target young customers. One of the services it offers is paid advertising services that help a company to increase its traffic and exposure on Facebook. This includes image ads, video ads, poll ads, and gif ads. Each type is more suitable for a certain age group and product so you should choose it based on your target customer and product type.
Instagram Marketing Strategy
Instagram is one of the most popular social media platforms, especially amongst the younger generation. It also offers paid ads to promote a product or an account. One of the useful functions of Instagram is ‘hashtag’. When you tag a certain keyword as a hashtag, every Instagram user who searches for that hashtag will see your content if it is a popular or recent post. This allows your content to reach out to people who have similar interests as your company or product.
Youtube Marketing Strategy
Youtube is an online video platform that allows anyone to upload their videos. It is used by a wide age range of people. As a video platform, it requires several skills such as video editing skills, shooting skills, or design skills. Using a video format, you can promote your company or product in greater detail and creativity. However, it requires greater effort and time to come up with an interesting idea and content.
These are some quick tactics and strategies to help amp up, and lay the foundation to your B2C marketing. Enjoyed this article? Let us know what you think.