Put local keywords the name of your city or county for instance on your web pages and in title tags to help web searchers find you. Add share buttons to your website and encourage visitors to use them. Embrace content marketing. Content marketing is a term that simply means publishing information to interest potential customers in your products and service and your company.
The content can be blog posts, images, infographics, videos, or even slide presentations, and should be promoted wherever your customers are likely to encounter it. Plan regularly scheduled emails providing your customers with coupons and special offers, product tips, helpful hints for improving their business or their personal lives, or other information that will help them remember you and visit your store or website again. Let customers schedule appointments online. Marketing today is all about customer convenience. There are quite a few appointment scheduling apps out there.
They are time savers for both your customer and you. Develop and promote a content giveaway. Content giveaways are things like instructional booklets, how-to material, tips about using your product, forms and templates and other information your prospects would find valuable. You can create them on your computer and distribute them online, minimizing publishing and distribution costs.
6 Content Marketing Strategies for Small, Medium & Large Businesses
Require people who request the giveaway to fill out a form giving you contact information. Once they complete the form, then you email the document they requested. That way you have a way of following up with the prospect after they get your giveaway. Include your telephone number in your pay-per-click ads to make it easier for customers to call for more information or call to make a purchase. Make the telephone number on your website a click-to-call link to make it easy for customers using smartphones to call you.
Clean up the place. Do your floors look dirty? Are rugs starting to get threadbare? Dirty, shabby, and cluttered environments are off-putting to customers and employees alike. Advertise in weekly shoppers and the classified sections of local weekly papers if your business is local. Look for deals for getting your ad in both the print edition and online edition of the publication. Advertise on Google and Bing search engines. If your typical customer orders multiple items, or you sell a high-ticket item, you can benefit from advertising in the search engines.
But before you start, be sure you know which of your web pages convert best to sales, then point your search engine ads to those pages. Give away something useful with a purchase over a certain dollar amount. Be proactive and be persistent. You didn't learn to ride a bicycle when you were a child by thinking about how to ride a bicycle. You went out and tried, and tried again until you learned to balance yourself and then gradually picked up speed. Marketing is no different.
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You have to keep at it until you find what works for you. Firms under non-direct marketing arrangements asserted they met delivery schedules while those in the food processing industry often extended their deadline. Further, failure to meet delivery dates has reportedly not had ill consequences for nearly half of the firms. For the others, the penalties included cancellation of orders and reduction in volume ordered.
The issue that surfaces here is what appropriate distribution channel to utilise considering the market being served, the product being sold and the level of expertise of the small enterprise. Also whether the government should intervene to assure that FB-SSEs at a certain level of development can penetrate the Metropolitan if not the export market. The first stage in supplying raw materials to enterprises Pricing The pricing strategies commonly used based on the regional study, were cost-oriented, competition-oriented and demand oriented.
Under cost-oriented pricing, mark-up pricing was most popular because of simplicity and ease to use. Going rate was adhered to by firms who were keen on meeting competition. This strategy was used extensively in the garments industry. Food firms offered quantity or cash discounts to induce customers to buy in bulk.
Demand-oriented pricing such as price discrimination was used by some food firms and commonly found in export-oriented firms. In general, an attractive package and a higher price were fixtures in export goods while locally distributed products would have simple packaging and would be set at a lower price per unit. In developing countries government sometimes issues regulations as price controls which affect the firm's ability to set appropriate prices. However this is more true or more enforceable in the urban than in the rural areas. Advertising and Promotion Aside from developing the product, pricing it right and making it easily available to the consumers, small enterprises also promote their products.
The main objective of these firms in promoting their products is to inform their buyers about their product and to stimulate a demand for them. Some intended simply to sustain the interest of the buyers in the product while others have the higher goal of substantially increasing their share of the total market.
The promotion mix employed by the small companies varied depending upon the need of the individual firm and its capability to shoulder the corresponding costs. Generally, a combination of two or more approaches was used by the firms in all industry subsectors.
Personal selling was the most widely used promotional tool prior to making a sale. Typified by an oral presentation of a product to a prospective buyer, it is the cheapest and the simplest approach. This however does not constitute a deliberate effort on the part of the entrepreneur to promote his product because it is purely voluntary on the part of the customer. In Palawan, personal selling was top at Considering the limited resources and expertise, small firms in their advertising and promotion come up with material which may not meet market demand.
Some form of assistance in drawing up programmes and preparation of even such simple things as brochures may be required for FB-SSE that are breaking into locations outside their immediate vicinity. Information Network Entrepreneurs usually gather information on such marketing factors as: product characteristics, total market, distribution, consumers, competitors and government regulations. The information gathered updates them and helps them to adjust their operations to the current market situation.
Among the survey respondents, It had been mentioned earlier that market research was only a very minor function of the small firm. The orientation of market research was to determine customer needs and the degree to which the firm was satisfying them. Since most firms claimed that they gathered information and they were market-oriented, this could be a casual type of market research.
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Direct contact with people provided vital marketing information to entrepreneurs. Thus, the leading source of information was the consumer. Other sources included suppliers, salesmen, competitors, middlemen, news releases and trade publications. This could mean that a the manufacturer claimed to know everything that is necessary in running a business, b his firm occupied a quite stable position in the industry, or c he ran a small company with simple marketing requirements. It could also imply an attitude on the part of the entrepreneur of taking on the challenges as they come. Another reason was the lack of time to attend to gathering information.
Other reasons were the unavailability of the required information, lack of access to the source of information, lack of money to undertake the activity and uncertainty as to what data may be helpful to the enterprise. Again, it may be necessary to have government support in identifying market information needs and making this available to the enterprise. Infrastructure and Support Facilities While the regional study showed that small and medium firms indicated a minimal requirement for infrastructure and support facilities in marketing their products, this was not the case for Palawan.
For the larger segment of the small enterprise sector, the requirement for such support hardly exists due to their limited geographical coverage, small production volume, fast turnover of products, adequate facilities of the firm itself and simple marketing procedures. Those firms that wanted to expand required these facilities.
A look at the internal marketing systems of the FB-SSEs raises the issues of the appropriate marketing strategies, pricing, marketing organization, competitive strategies, product market, distribution channels, advertising and promotion, information network and infrastructure and support facilities for the small firm. To a great extent this marketing system cannot operate well without the proper production, financial and administrative systems.
More importantly, in a situation where the firm does not have the internal resources to adequately address itself to the demands of the market, to what extent should assistance be given to it? And which sector should provide the help - the government or the private sector through industry associations? It may be helpful to see how in the Philippines such questions have been answered.
Marketing Assistance for Small and Medium Enterprises In the area of marketing for domestic firms, a number of measures have been implemented that appear to lay down the necessary policy and infrastructure environment. Generally these thrusts seek to: a improve the efficiency and cost-effectiveness of local manufactures, and b promote their exporting capabilities. An integrated export development strategy concentrating promotion efforts on seven non-traditional exports namely: electronics, garments, furniture, fresh and processed foods, gifts and housewares, footwear and leathergoods, was conceived and implemented.
In support of these development thrusts, institutional projects have also been undertaken to improve the marketing of products. Measures towards the simplification of export procedures and documentation have been adopted under the auspices of the Commission on Export Procedures. Likewise, rules and regulations on the monitored or regulated imports as well as procedural requirements on importation have been liberalized.
The Philippine Exporters Foundation Inc. Its establishment affirms the government's commitment to encourage private sector participation in this national development thrust. Trade promotion has been developed mainly to bring suppliers and buyers together. Other programmes in trade promotion include the implementation of Philippine National Standards through a system of Product Standard certification; the protection of consumer interest through periodic checking and surveillance visits to check company compliance with product standards, rules and regulations; the provision of technical consultancy services to domestic and export industries in support of their developmental needs; and intensive information dissemination regarding the fundamentals and significance of metrication and standardization.
The responsibility of marketing support to the small and medium enterprise sector is vested in the Ministry of Trade and Industry MTI , its cooperating agencies i. Through the years, these agencies have collaborated and coordinated with one another or carried out marketing projects on their own. Their functions do overlap in a number of instances i. A welcome development has been the involvement of the private sector through the Philippines Chamber of Commerce and Industry, the Philippine Exporters Foundation, Inc. The sector has been involved in helping industries diversify and develop their products and services as well as in organizing them into trade or industry groups.
Experience of Small and Medium Enterprises on Marketing Assistance Marketing assistance is extended to the small and medium industry sector largely by government institutions. The impact of such assistance, in general, can be gauged from the entrepreneurs' awareness of these existing programmes and the agencies carrying them out.
Compared with the more direct forms of assistance, e. Only about Apparently, there is little relationship between awareness about these programmes and the enterprises' proximity to Metro Manila where the concerned government agencies actively pursue their assistance activities with some remote entrepreneurs outranking those closer to the National Capital Region NCR in awareness of marketing programmes. Awareness of marketing assistance schemes also involves knowledge of the agencies promoting them in the different localities.
Entrepreneurs in another region were more familiar with the activities of the Centre for International Trade Expositions and Missions Inc. CITEM was known for its trade fairs and market encounters involving participants from the regions. Only a small number of entrepreneurs in the regions knew of private organizations extending marketing support.
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These private groups are mostly industry associations based in Metro Manila. By industry, awareness of marketing assistance was highest in the wearing apparel, wood and food processing industries in descending order of cognizance. Awareness of marketing assistance could also be a function of the attitudes of the entrepreneurs aside from the promotional efforts of the implementing agencies.
As will be discussed later, quite a number of entrepreneurs were indifferent to marketing assistance and saw no pressing need to be helped. Less than half Generally, the nature of assistance requested ranged from information about buyers, suppliers, sources of raw materials, and product designs, to direct participation in trade fairs and seminars. Most were interested in participating in trade fairs. A few entrepreneurs claimed to have actually been invited to join the fairs. In some cases, entrepreneurs might be more aware of available assistance but few of them sought it.
Basically, they wanted to be assisted in sourcing of raw materials, product design and market research. In one region, although manufacturers of wood and wood products scored low on awareness of assistance programmes, they had a higher proportion of those who applied for it especially with regard to participation in trade fairs and product design. Considerable interest in availment was shown when it came to participating in trade fairs and seminars.
Promotion and information assistance received little attention and application for them was low. In the food processing industry, some Communal Tree Farming 2. National Cottage Industry Development Authority 4. Some of the problems cited were the length of time between application and response to it and certain paper requirements. On the whole, however, entrepreneurs regarded the assistance received as effective especially when increases in sales, orders or customers were subsequently experienced. Other positive results noted were increased awareness of marketing procedures and contact with a cheaper source of raw materials, in cases where mere inquiries from potential buyers and not actual orders were received, entrepreneurs tended to harbor negative feelings toward the assistance.
Sometimes, the assistance took too long to produce results or produced nothing at all. And that should come as no surprise given that Facebook ads are one of the most effective and least expensive ways to advertise your products to nearly any niche audience.
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One of the greatest advantages of Facebook ads are the sophisticated targeting features. While other ad platforms may have you guessing as to who is really seeing your ads, Facebook helps you narrow down your audience so that only relevant consumers can see your ad content. The platform allows you to target your audience based on a number of different characteristics including location, age, gender, online behavior, and other factors. Getting started with Facebook ads is pretty easy. First, you need to make sure that your company has a business page.
You will access the ad platform through Facebook Ads Manager, which you can access through the drop down menu on your Facebook account. Setting up Facebook ads are quick and easy.
Marketing in small and medium sized enterprises
If you find that one ad outperforms another, take a look at the successful ad to see what factors might be impacting performance such as the graphic or headline. Then, use what you learn when creating future ads. Need help getting started with Facebook ads? Check out the Facebook advertising services we offer to small businesses like yours.
With a little help, you can be on your way to implementing one of the most profitable marketing strategies for small businesses in no time. Rather than asking yourself if you should be active on social media, you should be asking yourself how much time and resources you plan to devote to growing your social media audience and fostering your relationships with leads and customers. The first step in developing a social media marketing strategy for your small business is choosing which channels to spend your time on. You want to consider both which social media platforms your target audience uses most often as well as which social media channels provide the advantages that can help you reach and engage your audience.
Having a social media content calendar can help you keep track of what has been posted where. We can help!
We provide a range of social media marketing services including:. Our team will help you develop a social media strategy, develop compelling content, manage engagement, and anything else you might need help with. Email marketing is one of the best marketing strategies for small businesses. Most consumers are not going to purchase from your brand the first time they visit your site. And email marketing is a great strategy for lead nurturing.
This can be a special content asset like an ebook or whitepaper, a webinar invitation, or a special promotion. Once you have a list of email subscribers, you can start designing targeted campaigns that allow you to build authority and nurture relationships with leads and customers. For best results, segment your email lists so that you can send more targeted content and offers to your subscribers. In terms of email marketing content, there are many different types of messaging you can provide to your email list.