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Rethinking Marketing Strategy for Small Businesses

Ethan Leonard
Categories: Small Business Marketing
Aug 28, 2023

Rethinking Marketing Strategy for Small Businesses

The Problem

As the owner of a Marketing Agency it pains me to see small business owners left hanging by other agencies. A bad experience can lead business owners to be wary and distrustful of agencies in the future. My goal as an owner is to educate and re-shape the public opinion of marketing.

You see our job as a marketers isn't to just get eyes on the brand or business we're marketing. It is to create a cohesive and representative experience for potential customers, current customers, and past customers. The idea is that marketing has become less of an advertisement and more of a two way conversation between brands and customers. Some of the most successful brands in the worlds have sharp brand images, cohesive product experiences, and most importantly bring the customer directly into the experience.

Rethinking Marketing Strategy for Small Businesses

It's a common misconception that small businesses can't achieve the same level of marketing sophistication as big players like Apple or Nike due to budget constraints. However, it's not about how much money you spend, but how wisely you allocate your resources. Here's the truth: principles like brand consistency and customer engagement aren't exclusive to companies with deep pockets. They're accessible strategies that any business can — and should — employ.

Importance of Brand Consistency

Imagine a customer hearing about your business on social media, then checking your website, and finally visiting your physical store (if you have one). At each touchpoint, they should feel like they're interacting with the same entity. Consistency in logo, colors, messaging, and tone all contribute to a strong brand image. This consistency builds trust, and trust is what converts one-time buyers into lifelong customers.

Practical Tips:
  • Use the same logo and color schemes across all marketing channels.
  • Maintain a consistent tone in all customer communications — be it newsletters, social media posts, or customer service interactions.

Creating a Community Around Your Brand

A brand isn't just a product or service; it's a community. A community offers more than a transactional relationship to the customer; it offers emotional value. Whether you're a coffee shop encouraging conversations about sustainability or a pet store offering tips on animal care, your content should foster a sense of community that extends beyond the immediate purchase.

Practical Tips:
  • Integrate community forums or interactive features on your website.
  • Create content that doesn't just sell but also educates and engages the audience.

Aligning Your Strategy

Now, this is where the rubber meets the road. Your marketing strategy should not be a patchwork of disparate efforts but a well-oiled machine where each part complements the others. Your content should guide potential customers into your community, and your community should make them feel at home enough to engage with your brand continually.

Practical Tips:
  • Periodically review your marketing strategy to ensure all pieces align with your overall business goals.
  • Make data-driven adjustments. Track metrics like customer engagement, conversion rates, and return on investment (ROI) to understand what's working and what needs re-evaluation.

The Bottom Line

The bottom line is that effective marketing is not solely the domain of big corporations. By taking the time to carefully align your content, website, and overall strategy, small businesses can build the kind of brand loyalty that results in long-term success.

So, if you're overwhelmed by the prospect of shaping your brand's marketing strategy, I'm here to help.

Don't let your business lag behind because of marketing challenges. Reach out today, and let's turn your brand into a thriving community, together.