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Instagram posts, Instagram ads, Instagram stories, Facebook live, Google My Business, Pinterest, Yelp… help? There are so many ways to market your small business online, but for even the savviest business owner it can be difficult to know where to start.
Should you start posting on Instagram? Would Yelp ads be beneficial? You could, in theory, start doing both of these things tomorrow and you would probably get some new Instagram followers and reach a few people on Yelp. But is that what you want? Just some followers?
If you’re running a business, you know a thing or two about hard work. Don’t let that hard work go unnoticed. When it comes to digital marketing, you don’t want just some followers, you want to reach the right people so you can start building meaningful relationships and telling your story to those who really care.
A major factor in creating digital marketing success lies in the strategy. Having a plan starts with knowing your customer. When it comes down to it, you might not need to spend a whole bunch of your precious time on Instagram if that’s not where your customers spend their time. So, before you read any further, ask yourself, “who is my dream customer and where on the internet do they like to hang out?”
Now that I’ve lectured you about doing it the right way, let’s talk tools. I’ve already mentioned Instagram and Facebook a number of times, but there are so many more unique underdogs that deserve the spotlight.
Sure, you might think of Pinterest as a place where weddings are dreamed up and dream homes are curated—that’s because it absolutely is—but it’s also a marketing tool. An underrated one at that. Again, the key here is knowing where your customers are. For example, if you offer a product or service that would benefit someone who is designing their dream home, then Pinterest might make sense for you. Many well-known brands have recently uncovered the power of Pinterest.
The Home Depot is one example. It’s a known fact in the marketing world that the majority of Pinterest users are female and under 40 years old. On the contrary, do you think of a hardware store as a place where females under 40 like to go? Probably not. But thanks to Pinterest, Home Depot used images, videos and an interactive shopping experience to go where no pinner has gone before: the before photos. By showing exactly what it takes to achieve those beautiful after photos that Pinterest is known for, the Home Depot is making those dream homes a reality.
A webinar is a unique tool that can showcase your expertise to your customers. Offered as free content, a webinar is like peering into a storefront window. Customers can get a glimpse of what you offer, but they still have to walk in and buy something. Give your customers a taste of your product, just enough that they want to learn more. Don’t forget the call to action at the end. Whether it’s an invitation to shop an exclusive sale or an ask to share their experience on social media, give your viewers something to do after they’ve watched the webinar.
Additionally, webinars allow your customers to connect with you on a personal level. For those who want to know more about the people behind the business, they’ll be able to hear you and your team speak as you demonstrate your knowhow. When creating a webinar, don’t be afraid to put your personality into it.
Advertising your webinar through social media ads is a great way to drum up interest and build your email list. Put the word out that you’re offering a free and live webinar and let the RSVPs roll in. For industries of all kinds, a webinar is a smart way to capture the attention of your dream customer.
Influencer marketing has gained a lot of popularity in the last couple of years. Rightfully so, because now more than ever consumers are trusting word-of-mouth recommendations over other marketing tactics. Instagram users who follow people they don’t know usually do so to find inspiration or to aspire to live like someone they admire, like a celebrity. If you saw your favorite sports star wearing a certain brand of shoe, would you want to go out and buy that shoe too?
Side note: Cady Heron was the ultimate influencer.
When you launch a campaign with an influencer, your dream customer is no longer a list of traits written down on a piece of paper. By carefully selecting an influencer who identifies with your brand story, you’re tapping into their followers—who are likely dream customers too—and demonstrating how your product or service fits into your influencer’s daily life.
If you want to learn more about this unique way to market your small business online, I suggest you read this blog post from our Senior Director of Influence Janelle Brannock.
As a marketing professional, I’m proud to work for a brand definition, experience and influence agency that believes moments make brands. Because the best advertising agencies in Phoenix might be good at advertising, but Commit is the best at understanding consumer behavior, then taking that knowledge and designing consumer experiences informed by a well-defined brand. If you want to know more, contact us at Commit Agency.
Commit Agency is a full-service advertising agency located in the Phoenix, Ariz., metro area that believes thoughtfully designed consumer interactions informed by a well-defined brand create moments worth remembering and sharing.