Many of our clients are small businesses, or they started out as small businesses and we have worked with them for many years, supporting their growth and expansion. During that time, we can honestly say that businesses do better – when they are more visible. I’m going to share a few insights with you on this subject, but I’d love your input too, so comment below.
We have covered a few strategies around getting some more light shined on your business (you can read our posts on advertising on social media) – but there are different ways to approach this.
The lifeblood of your business highly depends on your ability to get in front of your prospective client / customer audience. This means taking some time to take your business objectives (from your business plan) and distil this down into practical and tactical strategies you can go out and DO…in order to achieve those objectives.
I’m going to cover some of the key elements we look at, when our clients come to us needing support in how to grow sales, or to help reduce the amount of churn they may have with existing clients.
A strong marketing plan is needed to help direct all of your activities to generate new business and retain existing business.
Make sure your marketing plan includes very clear and articulated business objectives matched to the channels you will use to market your business.
Today you have a variety of ways in which you can market your business. Your biggest tasks is to map those ways – with your particular prospective customer base, and prioritise your investment (time and energy) in those ways.
You could be: attending good networking events; hosting seminars or events; creating a direct mail campaign; advertising in print; advertising in social media or Google; creating collateral for you or your sales team; etc.
This is a concerted effort to raise your profile in local, national or international media. Again, today – you could also look at things like online radio and tv; doing guest posts on other businesses blogs; going for award nominations; doing joint ventures with ‘celebrities’ (or applicable famous people). PR can also blend very well into your social media activities if planned well.
Within your business plan (and potentially in your marketing plan) you may identify some complimentary businesses or people you can work with you tap into their brand value, audience, or their distribution network. Today, working with like minded businesses who serve the same audience that you do (and share the same values as you do) – is a really smart way to get more visibility for your business.
It’s important to have a digital strategy that works with all of the above elements. So this means ensuring that you have a website that clearly markets what it is that you do; social media accounts set-up and full of valuable content and conversation; a tidy Google My Business listing (where customers can find and review you easily); as well as a healthy email strategy to keep your list up to date with what you do, and sharing stories of the variety of services / products that you deliver.
Having a good content strategy that is linked to your business objectives and is optimised well for organic search will go a long way to help improve your online visibility.
Have you used any specific tactics in your business to help improve your visibility? I’d be really interested to hear of any that worked really well for you – or did not at all!
Need some business guidance?
We work closely with our clients to help them review the bigger picture for their businesses and trouble shoot how to do things differently, or look for gaps where something may be missing. By doing this we help to keep their businesses healthy, moving forward and staying profitable. If you’d like a conversation about how we can work with you – please do drop me an email.