/ By Willa Smith

6 Marketing “Musts” for Successful Small Business Owners

There are a number of challenges to running a small business. Being one ourselves, we know the struggle. But, after helping hundreds of businesses of all sizes achieve their goals, we’ve identified a few key indicators of a small business that is on the road to success.

1. Have a high-performing website

Your website isn’t just for show. It should be your most productive employee, telling your story day and night, automating processes, and getting leads in the door. A high-performing website is the central pillar to a well run small business. Whether it’s a high-converting e-commerce site, or an educational site that converts, you should be sure that your website is working for you.

2. Maintain active social platforms

While social platform activities can look very different for varying verticals, keeping your pages active and up to date while engaging with your audience is paramount to establishing yourself as a leader in your field and the right choice for your potential customers or clients.

3. Verify all review accounts

It seems like there are a ton out there, and depending on your vertical, there may be additional, industry-specific review sites that need digging up, but the big ones for any small business are Google My Business, Yelp, and Foursquare. Maintaining a presence on these platforms by keeping information up to date and responding to reviews— both good and bad—shows potential customers that you are diligent about the work that you do and you value feedback from your community.

4. Dedicate budget to paid digital advertising

We hear you: paid advertising can be tricky, and honestly a little scary for a small business. The thought of forking over dollars to a new program always is, but we’ve seen time and time again that the right channel can double your website traffic and dramatically boost sales. The key is that you have to know what channel is right for your business and how to leverage it. Getting professional help is always recommended, but especially in this area where selecting the wrong settings can quickly drain your advertising budget. It’s important to go in with a strategy, an effective landing page, and a helping hand to guide you.

5. Be adamant about collecting emails

Emails are the golden ticket of marketing. With one small piece of information, you unlock so many doors for reaching your audience. Consistent email campaigns are just a starting point — you can leverage emails to target your audience and audiences like them across the internet on platforms they already love. Whether or not you’re ready to unlock the full potential of your email list, collecting and carefully tagging the information of interested customers is an essential part of an effective marketing strategy.

6. Understand it all

Easier said than done, right? Google Analytics can be a daunting tool, but understanding how your marketing mix works together to support your small business is the glue that holds your strategy together. Leveraging Google Analytics or another analytics tool to assess and pivot your marketing campaigns is the only way to truly grow and improve your marketing efforts.

BONUS: Know it’s not all on your shoulders

Effective small business CEOs know where their strengths lie and where they need help. That’s where Workhorse comes in. You don’t have to be an expert in all of it. Our team will guide you through the questions and unknowns of running and marketing a small and growing business. Whether it’s assembling the key resources on the list above or taking things to the next level, you can depend on expert help at a price made to fit a small business budget. Drop us a line to start the conversation.

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