5 Small Business Marketing Strategy Tips in 2019

By | November 12, 2019

Small businesses, whether you’re at zero revenue
and just starting, or you’ve hit that seven figure, million dollar mark, your marketing
tactics to grow in scale are going to be slightly different than bigger companies. In this video, we’re gonna give you the 2019
guide on how to squeeze every dollar out of your marketing spend. (singing) If we look at businesses, at least in America
there’s 26 million small businesses, and whether the stats say that 50% stop after two years,
or five years, or whatever those stats are, if you look at the main problem, the main
reasons why businesses fail is typically because of sales. The reason for that is because if you’re an
owner/operator, you can’t run the business, and do all the sales, and do the work, and
hire the team, and do all that stuff. And then once you bring people in, you’re
still going to have to run the business, make sure that the customers are happy, whether
it’s a product, or a service that you’re offering, and still do revenue, and sales, and marketing,
and all that stuff. So there’s just too much to handle. That’s why a lot of companies that have two
partners, one person is the operations guy, the other person is the sales and marketing
person. So, if you look at the reason why companies
fail being sales, you have to try and develop a strategy of how you’re going to scale and
how you’re going to be consistent early on. So that way you don’t reach a point where
you hit that plateau, and then you’re kind of scrambling to try and develop this strategy
and walk through these different steps that we’re going to go through while you’re trying
to run the business. ‘Cause what’s going to end up happening is
you’re going to reach a point where you don’t have enough revenue, and you’re not growing
fast enough, you’re too busy focusing on the client side, and then you’re going to have
to take a step back and focus on the sales side, which then the clients won’t get the
service. So it’s just a hot mess. So it’s a different strategy when you’re looking
at a larger business, a larger corporation that has a bigger budget versus you small
businesses. You have to be extremely nimble and frugal
with your spend. You have to know exactly what steps you wanna
go through. You want to know what’s important, what’s
not. You’re hearing all this stuff out there about,
“You should try this. You should try that.” We’re going to walk through the five tips
to make sure that you don’t get to that point where you’re one year, two year, three years
down the road, and then your business has to close ’cause you don’t have revenue. So we want to build a foundation strong on
those pillars, and then that way you can continue to scale it, and it’s just a machine that
you keep having fed so that way you don’t have to worry about it as much. So starting with the first thing is going
to be your website. Your website is, whether it’s a e-commerce
website and you’re doing a product and you’re doing direct to consumer, or whether it’s
a service-based business that you offer business to consumer, business to business. Your website is the foundation and the forefront
of your company. This is what people are going to do and the
experience that they get once they go to your website is going to then determine whether
or not they want to learn more and potentially reach out to you and fill out a call to action,
or pick up the phone and call you. You have to invest the time and the money
into the website to get it right first. The main two aspects that you need to focus
on being a small business is, number one, nobody knows about you, so you have to focus
on SEO. This is not something if you’re willing to
do the work yourself, you can do tons of research and figure out, and read, and watch videos,
and listen to stuff about SEO to become somewhat of an expert, just for your own small business. Or if that doesn’t interest you, you need
to bring somebody in from the outside that knows this, because from the beginning, once
you have that URL, that domain, you have a trust score of zero. Whereas, you look at large media companies
and large publications, and people like Forbes, stuff like that, they have a higher domain
authority. Which means that when something gets posted
to it, Google recognizes it and respects it faster. You start at zero. You have nothing. Even if you’re three years old, you’re very
low on the domain authority. You have to make sure that your SEO is tight
to begin with, so bringing in somebody to set that up, and bringing in somebody to preferably
build a website is gonna be a smart move. It’s gonna be money that you only really have
to invest once, once you get it set up, and then a couple years later you might wanna
update it if styles or trends change, or if you change your services, or your products. That’s perfectly normal in the small business
world. But investing the money, don’t get sticker
shock when somebody says, especially an agency says, it’s going to be three, four, five,
seven, $10,000 for your site. Don’t be shocked by that. I would say that you would be less likely
to find a very good freelancer that can do everything, you may be able to find somebody
that can do a site for you for $1500, or two grand, but is it gonna be with all the customization,
bells and whistles, how much experience do they have working with bigger companies, and
taking those tactics down, and using them on a smaller business? And how much experience do they have on SEO? Because usually most web development freelancers,
when you ask ’em, “What do you know about SEO?” They’re gonna say, “I know the basics of what
should happen.” You want somebody that can do both of those,
so most likely, your first website, I know you don’t wanna spend the money. You maybe throw something up yourself for
right now, but you need to get an agency to do it. So with that website, once you get that up
and running, and it’s been optimized, and it looks good, the other aspect of it … ’cause
I said there was two, one being SEO … the other side of it’s gonna be user experience. How does somebody flow through it? Are you capturing their information? Is it easy for them to go from one point to
another? If you’re in e-commerce, is it easy for them
to add your products to the cart? What’s the checkout process? How painful is it? If you’re a service-based business that deals
with consumers, how quick, how easy is it for them to book an appointment with you,
to come in to whatever it is that you do? Your retail shop, to get directions, to come
into your dentist shop, or your … whatever it is that you’re servicing, how easy is it
for them to book an appointment? That’s gonna be number one most important. You need to have hot links, and those availability
all over the place, because you do not want somebody to be fumbling around through their
phone, or scrolling through on their desktop, trying to figure out, well how do I even see
these guys? The other aspect of it’s gonna be that most
likely, and I know that you probably heard this statistic before, that most search traffic
is through mobile these days, it’s more than 50%. In your space, if you’re doing services to
consumers, or if you’re doing products to consumers, it is most likely more than 50%. Some of the B2B stuff, it is not, so don’t
always believe that. At our agency, the clients that we serve,
whether they’re small or large, if it’s B2B, it’s usually still about 70%, 60 to 70% of
their traffic comes through desktop. So you don’t have to worry as much about the
mobile experience. It still should be good, but you don’t have
to necessarily dump tons of cash into it to optimize it. Just keep things clean and simple. But if you’re on the consumer services side,
if you have a business where people are gonna be coming into the door, and you’re gonna
be servicing them, or if you have products, then yes, it is probably 60, 70, 80% of your
traffic is on mobile. Think about that when you’re developing it,
hopefully the agency’s done research, and they understand that, that you’re using. So that way they can develop it with a mobile
first, mobile friendly in mind from the beginning. Put less content, don’t worry as much about
desktop, less clutter space, and keep everything smooth and easy, so it’s gonna be developed
mobile first. So if the SEO is done right, then that’s kind
of the second point. So the second aspect that a lot of people
are gonna fail at, or is gonna hinder you, is the on-page SEO, what’s on your site and
how it’s done is the utmost importance to start getting Google to rank you, but then
continuing to follow up with that when you create content, and any updates continuing
to track and measure your SEO, and see how it’s performing. Otherwise, you’re just gonna be saying, I’m
on page five of Google, I’m on page 10 of Google, and I’m not moving up. A lot of times people are gonna forget to
go back and look at that. You need somebody that’s paying attention
to that. We use systems here to automate part of that
tracking, and then we look through the data to track and monitor on a daily and weekly
basis, to make sure that you’re moving into the right direction. But somebody has to be monitoring that. You may not think SEO’s as important, or people
aren’t gonna Google search for me, or my product, service, whatever is different, there’s no
competition. I had clients say that to me this week, potential
customers that I had say, “What I do, and what I offer, there is no competition.” Well there is, because the competition is
gonna be whatever the market is used to doing. If you’ve got something new and exciting and
fancy, that’s great, but if people aren’t Google searching that, then your competition
is what they are searching for, which is the older technology. Older methodology, or way of doing what it
is that you’re doing. So think that you may not have any direct
competitors that are doing exactly what you’re doing, but you do have competitors that are
thinking of the old schooler mindset, or older school mindset, that are searching for the
older way of doing it. So that is your competition. So setting up your SEO to go after that is
gonna be way more beneficial to you to draw that traffic in, and bring them into your
awareness, and into your pipeline, than it is just to say, “I don’t have competition,
if you search this phrase, then I show up first, and that’s it.” That’s fine, but if nobody’s searching that
phrase, then yes, you will show up first very quickly. The next area you’re gonna wanna get into
is the social side. So whether you’re B2C, B2B, there is gonna
be a different play here, whether it’s LinkedIn, Facebook, or Instagram kind of as the pillars. Forget about Twitter. In all of my videos, whenever we talk about
social, I always say forget about Twitter ’cause it’s just not gonna be effective. So if you’re B2B services, facility services,
or any sort of B2B services, you wanna focus a ton of your time on LinkedIn, and less on
Instagram or Facebook, unless you have content that is applicable to there. Most likely, the first thing you have to do
is look at, where is the time spent for my target demographic? Are they more likely on LinkedIn, Facebook,
or Instagram? And Facebook and Instagram you can kind of
play together, into the same world, but if you have products, or videos, or things like
that imagery, you’re gonna wanna push harder on Instagram than you would on Facebook. So once you figure out, where is their attention,
now it gets time to actually doing the work. At the end of the day, all these points have
the same thing in mind, either you have time to do it yourself, or you have money to pay
somebody else to do it. So it’s time, or money. If you don’t have the time to do it yourself,
then get ready to spend some money to have somebody do it for you, but don’t nitpick
over the fact that you’re paying somebody to do it, and that you could do it better. If you’re going down that path, which a lot
of small business owners will do, is they’re gonna say, “I could do it better,” then do
it. Don’t bitch about it, just do it and see if
you could do it better than whoever you’re using. But if you don’t have the money to spend,
you’re doing it yourself, think of it like this: you need to do multiple posts a week
on social. This doesn’t have to be anything crazy fancy
to start off with, but if you are an established business, you need to have custom branded
graphics, which is an image with words on it, and things are blurred out, and there’s
colors, and there’s a logo. And you’re trying to get that brand awareness
out there. That needs to be done on a weekly basis, and
you need to be posting multiple times a week to get that brand awareness and consistency
out there, because you’re not going to be drawing new people in if you don’t have, already
you have content up there. Posting once a week isn’t going to work. Posting cheesy videos, or cheesy memes, or
images of a movie with text on it, that is not gonna be as effective. It may seem cute and funny, most likely you’re
gonna get that not much engagement. If you’re starting off and you don’t have
many followers, and you have to hustle to get followers, on LinkedIn you use your personal
LinkedIn to push your company page to get followers for the B2B guys out there. For B2C, you’re gonna want to run a light
Facebook ad campaign. If you have 3000 friends on Facebook, you
can certainly invite them to like the page, but if they’re not people that you’re gonna
sell to, it’s not really gonna do you any good. So you need to budget for some money spending
on some Facebook brand awareness campaigns to get new traffic and new eyes and new attention
onto your Facebook company page. So that way, you can get people liking it,
and you have some sort of feed. Same thing on Instagram, you start with zero
followers, push out to your friends, ask for family, when people come into the office if
you’re servicing them from a B2C standpoint, ask them to follow you on Instagram, follow
you on social, do some giveaway to get them to do that, so that way you now have their
attention in their feed when you wanna execute on content later. But at the end of the day you have to focus
on social, this is the only way that you can quickly get out to a lot of people at once
with little cost, because you can do all the work yourself, and you can do it organically. You don’t necessarily have to pay money to
have somebody do that, or pay money for advertising if you’re willing to put in the work, or if
you have the skillset to do it. If you don’t have the skillset, it’s not worth
the time. If you think that you suck at writing things,
and you think that you suck at doing creative graphics, and you don’t know how to do that
as well, then don’t do it, ’cause it’s just gonna delay the inevitable, which is that
you’re gonna have to pay somebody to do it. The next tip number four is gonna be, you
have to make content. Content, content, content. You have to make a ton of it. Written word with articles, blog posts on
your website, long form posts on social, whether it’s Instagram or Facebook. Writing 1200 characters or whatever the limit
is, writing 400 words in there, filling it up, using hashtags appropriately. You have to put in the work and push that
content out there, after you create it. So it’s whether it’s an article that can be
use as a blog post, or it’s a video, you have to create content. The most effective ways going to be doing
it, is gonna be video. And we were just talking with somebody the
other day, and I said, basically, the space that you’re in is open for the taking to where
you can, if you produce a lot of content, make enough noise and be known as the expert
in this person’s space, because nobody else is doing it. Same thing with a lot of these B2C service
industries, and markets, there’s not people that are noisy enough. They’re just posting static image content
out there, whereas video is gonna get more engagement, and it’s gonna get more attention
on the social platforms. From a video standpoint, you don’t have to
get fancy, you don’t have to have somebody that does it for you. You can literally just keep it simple and
get a tripod for your phone, shoot it on your phone. Make sure that the camera is steady, and make
sure it’s in landscape mode. For some platforms, vertical mode, portrait
mode for other platforms. Just, it’s all about the content and the relevancy. Don’t worry about it being lengthy, you can
get there. Start with something that’s a minute long,
30 seconds long, two minutes long, and just work your way up. It’s gonna be weird at first, being on camera,
but once you get over that, and you realize that that is really what you look like, and
that is really what you sound like, and those weird things you do with your hands and your
face, is part of you, and stop critiquing yourself, focus on the quantity of content
you can make, not the quality. It does not have to be perfect, because you
want to push out as much as possible. If you’re a new business, you’re starting
from zero. Even if you’re established business, and you
have no brand awareness on these platforms, you’re essentially starting from zero. You have to make a lot of content. Once you make that content, the fifth point
is gonna be the distribution of the content. So, once you make it, you need to share this
out there. The cheapest way for you to do it is gonna
be posting it organically on social, that’s gonna cost you time. If you can bring in an agency, even an agency
like ours that can do this for you, we post it out on social, it needs to go on your website,
you need to be doing some sort of email marketing capture so that you can push it out through
email marketing. But you have to have some distribution plan
in place. If you don’t, then you’re gonna write a piece
of content, shoot a piece of content, distribute it and then stop. And then three days later maybe you do something
else, or you say, “Oh, it didn’t work,’ or, “I put it out there and nobody really responded
or engaged.” You’re not gonna get these home run hits off
the bat. You’re gonna be focusing on chipping away
and continuing producing content, and you’re gonna get shit for views, and you’re not gonna
get a lot of engagement in the beginning. But as you become more and more consistent,
and keep pushing that out there, then you will start to see some of the engagement come
back. It’s a game of patience. You don’t wanna make decisions today that
are just looking at effecting next week. You want to think about the long-term, months
down the road, years down the road, and start building up this brand, and building up this
consistency and this muscle memory, because that is what’s gonna get you there. If you’re always making decisions on tomorrow,
then you’re not gonna be able to see the trees for the forest, and you’re only gonna be focused
on what you have to do right now, which is like, firefighting mode. So planning out this strategy to say, “All
right, I’m gonna make content. I’m gonna do video because I’m comfortable
on video,” or if you’re not comfortable on video, and you hate it, then go with articles. They still work, they’re still effective,
people still read. But just make a ton of ’em. At a minimum level, a couple a week, when
you’re just getting started. At a maximum, I mean, do ’em every day if
you can. If you have the time, or if you’re paying
somebody to do it for you, do it every single day, at least five days a week. That’s the way you’re gonna get that noise
out there, but then distributing it, you have to distribute it. Social/organic, or through email marketing,
but putting it on your site. That way when traffic goes to your site, they
can see that you’re making content. When it shows up in their organic feed, they
can see you’re making content. Once you get past that point and you wanna
get into advertising, the most effective spend’s gonna most likely be Facebook or Instagram
ad spend, because it’s a cheap cost per click, cost per impression. LinkedIn, we do a ton of it for some of our
bigger clients, it’s very expensive. So for small businesses, that may not be the
path to go down if you’re less than let’s say, seven figures, or less than a half a
million in revenue, LinkedIn’s expensive. So, when you create this content, now you
have something that you can then advertise with. If you don’t have the content, then you have
nothing to advertise, you have no post to do, it’s just gonna be an image or words,
if you’re shooting video that’s gonna be much more effective for the advertising aspect,
but that’s down the road. We don’t wanna focus on advertising now, but
at least you’re creating content that you can use in the future, or you can send to
your agency, and say, “Hey, chop up this video content, and create me a 60 second loop video
that looks better, and put some subtitles on it,” and then run an ad to your target
demographic on Facebook or Instagram. That’s gonna be effective, but you gotta shoot
the content first. And if you don’t have the money to do all
that, you gotta do it all yourself. So, those are the five tips of where you can
get started from. We’ll dive deeper into it, into specific niches,
and specific size of businesses, because you’re gonna want different tactics for different
things. Whether it’s a proprietary service that you’re
doing, whether it’s social focus, or website and email, there’s a lot of different ways
to skin this cat, but this is just to get you started looking at, all right, in 2019,
what do I need to change? Or if you just started your business, what
path should I go down? Hopefully these five tips brought you some
sort of value, so if it did, hit that like button. If you guys have questions, or want me to
dive deeper into a subject, leave it in the comments below, and we will see you on the
next one. You didn’t do the … okay. I look for that now. Okay, cool.

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