Small businesses cannot afford high-budget advertising. How to promote a small business to get real benefits?
When running a small company, we need to remember that one of the important aspects is cost minimisation along with revenue maximisation. Strangely enough the both factors don’t exclude each other owing to effective and relatively inexpensive ways of reaching a potential customer.
Long tail positioning
Long tail positioning is often cheaper and targeted at a more decided customer. These are usually phrases comprising more than three key words which are searched for relatively rarely, but by specific recipients (e.g. “What suit for a wedding party”). A considerable advantage of long tail positioning is associated with relatively quick effects compared with competitive and short phrases.
Content marketing
Running a company blog is one of the most frequently practiced content marketing activities. Owing to publication of interesting articles it is possible to make potential customers become interested in one’s store. Content distribution e.g. via social media is equally important. In order to maintain recipients’ interest, it’s worth publishing articles, appealing graphics or infographics on a regular basis. A company blog can bring benefits also from the perspective of website positioning. One should take care of optimisation of blog entries, supplement them by graphics, internal linking and properly selected key words.
Social media (building recognition and image creation)
Presence in social media allows in an easy and virtually free way to reach with content existing and future customers, by communicating with them. Nonetheless, it should be borne in mind that building a society around a brand requires regularity, idea and some workload. Whereas owing to Facebook Ads we have a chance to acquire recipients, broaden the reach of content made available or competitions. We should remember that relevant targeting is the basis for making adverts of this kind work.
Push notifications
Push notifications are a relatively new channel of communication with recipients, but their potential has been quickly noticed. Notifications are taken into account in marketing activities not only by large enterprises. They change an approach to acquiring users and potential customers. First of all, they give an opportunity of getting recipients back to the website, building customer loyalty or promoting products and events. Push notifications are a very useful selling tool – they report a 10 times higher conversion rate than other media!
Google Ads
Immediate effects are a big advantage of Google Ads. If a campaign is well prepared, then even a small amount can give real benefits. When having a limited budget, we need to be sure what we are paying for; therefore, the number and kind of key words should be properly selected, so that the advertising is seen only by representatives of the particular target group.
