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20 Incredible Marketing Best Practices Examples



20 Marketing Best Practices for Small Business Owners

Marketing remains essential for small businesses. It allows them to compete with others. But it also allows them to sell products and services. And it enables them to become profitable and grow. But the ways to market your small business seem endless. So how do you know which marketing tactics will be right for you?



Marketing Best Practices

Fortunately you’ll find some help below. Check out these 20 marketing best practices for small business owners.

Set Attainable Goals

Don’t start your marketing efforts without this tip. Start by setting attainable goals. You must keep your goals realistic. And make them something you can stick to. But how do you set these attainable goals? Begin by determining your current position in the market. Then decide what you want to achieve.

Shanelle Mullin, Director of Marketing at Onboardly, tells marketing guru Neil Patel:

“The key to setting achievable marketing goals is to spend time evaluating your current position. Many startups set lofty, unattainable goals and end up discouraged, which can be detrimental in the early days. On the other hand, some startups set easy, insignificant goals and end up missing out on growth potential.”

Define Your Target Market

Consider this key ingredient to successful marketing. Ensure your campaigns reach your target markets. Again begin prior to starting a marketing strategy. You need to have defined your target market. And consider the age, gender, interests, location, consumer habits and other factors of your target customer.

Establish a Clear Brand Identity

Prepare yourself to communicate what your business does. And also figure out how to demonstrate what your brand stands for. Project a clear identity. Because customers and prospective customers must identify with your brand. Establish a clear brand identity through the right name, logo, colors and imagery. Do all of this before you start a marketing campaign.

Have a Website

We are now firmly entrenched in the digital era where website are the window to virtually any type of business.

In fact, with nearly two-thirds of small businesses relying on website to connect with customers, if you haven’t already got one, now’s the time to make designing a website a key marketing practice priority.

Use Facebook Advertising

With more than three million businesses advertising of Facebook, this method of marketing is a practice no small business can afford to ignore. Facebook advertising excels at target marketing, so you’ll need to have defined your target market before setting up Facebook advertising.

Use More Than One Channel

Despite the importance of Facebook advertising, when it comes to marketing avoid ‘putting your eggs in one basket.’ Instead use multiple channels, both online and offline, to extend the reach of your brand to as many people as possible and to determine which channels are most effective for your business.

Use Google My Business

Small businesses should not ignore Google My Business as an effective marketing practice. By listing your business on this free marketing channel you’ll enjoy better search visibility, gain customer insights and be able to display useful information to help customers find you.

Prepare for a Google AdWords Campaign

Google AdWords is a tried and tested marketing method for small businesses, hailed as one of the “most productive and quickest methods for bringing huge traffic on the verge of converting.”

Before starting a Google AdWords campaign, you should sufficiently prepare for it by setting a proper budget, finding the right keywords and creating landing pages that bear significance.

Be Mindful of SEO

Search Engine Optimization (SEO) is the practice of creating a website to help businesses rank higher on the search engines, which, in turn, brings more potential customers to their site, eventually increasing conversion rates.

When designing a website or other online portal such as social media profiles, you should therefore be mindful of SEO and the benefits incorporating relevant keywords into online marketing portals is likely to bring to your business.

Don’t Discount Email Marketing

Email marketing has long been a simple, cost-effective way to drive revenue for small businesses. Every time you add a new subscriber to your email list, they are a potential paying customer and therefore time and effort should ideally be put into developing email marketing campaigns.

Make Emails Mobile-Friendly

With a whopping 66% of emails now being opened on mobile devices, to optimize the success of email marketing campaigns, you will need to make your emails mobile-friendly by using mobile responsive templates that automatically adapt emails to mobile formats.

Prioritize Content Marketing

Research shows that in 2016, 18% of marketers said content marketing had the greatest commercial impact on their business.

When planning different marketing strategies for your small business, ensure they include the creation and sharing of quality, unique content through the likes of blogs and social media posts.

Combine Online and Offline Marketing Strategies

Again, avoiding putting “all your eggs in one basket” by concentrating solely on online or offline media. Instead, combine online channels like blogs and social media with traditional, offline marketing practices such as newspaper and radio advertising to help extend your reach as far as possible.

Share Your Knowledge

Don’t be afraid to use your expertise to your commercial advantage by sharing your knowledge of your particular business or niche through the likes of YouTube tutorials, webinars, blogs and more.

Promote Free Consultations

Another effective marketing strategy for small business owners is to promote free consultations of your services that enable prospective customers to effectively ‘try before they buy.’

Network Online and Offline

Attending networking sessions, both online on portals like LinkedIn and offline by attending networking sessions in person, is an effective marketing practice for small business owners.

Join Local Business Groups

One effective way to physically network and to showcase your business is to join local business groups where you’ll have the opportunity to meet like-minded people and share common business stories and goals.

Send Out Surveys

Customer feedback is a powerful tool for small business owners, as WordStream writes, “Look for feedback, because the best companies are constantly improving.”

Make Applications for Awards

You might be a small business but that doesn’t mean to say you can’t win a fantastic business award. Being an “award-winning business” can be one of the most effective ways to boost your business’s credibility and success.

Be Different and Stand Out

It might sound obvious but in order to ensure your small business gets noticed, you need to make being different and standing out a key marketing practice. Tips to ensure you stand out include taking a controversial stand on industry trends and issues and publishing striking content that nobody can resist.

Image: Depositphotos.com

3 Comments ▼

Gabrielle Pickard-Whitehead


Gabrielle Pickard-Whitehead Gabrielle Pickard-Whitehead is a professional freelance writer and journalist based in the United Kingdom. Since 2006, Gabrielle has been writing articles, blogs and news pieces for a diverse range of publications and sites. You can read Gabrielle’s blog here.

3 Reactions

  1. Good advice, but I would note that Google AdWords rebranded to Google Ads a few weeks ago.

  2. Aira Bongco

    This shows that if marketing is done right, it will work and it can have a positive impact on your business.

  3. Thanks, Gabrielle

    I think we should mainly focus on inbound marketing both for our business and our client’s, and we will also invest more on remarketing ad, which has been a huge success in 2018. In 2019, however, I personally think that A.I-driven tools and technologies will be even more popular in 2019. For example, in content marketing, A.I.-driven content curation tools like Frase.io will be even more popular with a more perfect technology. Chatbots and customer behavior analytics tools are also popular applications of A.I./machine learning in the marketing world.

    We also believe that voice search optimization will be an important marketing initiative to take in 2019. More and more people will search and browse using voice on their mobile devices and smart home assistants, and we should optimize SEO on conversational-based queries as well as “near me” queries (restaurants near me, bookstores near me, etc.). Thanks to this, we also believe ranking on Google Maps listing (local SEO) will also be very important in 2019.

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