17 DIY Power Tips for Small Business Marketing Success

You’re probably reading this because you’ve embarked on the exciting journey of establishing your small business. Now, it’s time to let the world in on your best-kept secret. Like most small business owners, you might be juggling various roles, and if marketing is one of them, this comprehensive guide is specifically for you. Let’s explore how you can effectively market your small business all by yourself!

1. Know Your Audience Inside Out

The bedrock of any successful marketing strategy lies in comprehending your audience thoroughly. As Amazon CEO Jeff Bezos once said, “The most important single thing is to focus obsessively on the customer.” Who are they? What do they desire? How well does your product or service fulfil their specific needs? 

For instance, if you’ve perfected the pavlova recipe and are based in Wellington, knowing that 1 in 10 Kiwis are now avoiding gluten (Coeliac New Zealand) should push you to consider gluten-free alternatives. So, start with a vivid image of your target audience and customise your marketing messages to resonate with them.

2. Establish a Robust Online Presence

We live in a digital era, and your online presence is your business’s front line. Begin by crafting a user-friendly, mobile-friendly website that is easy to navigate and incorporates clear calls to action. 

Incorporating local SEO strategies is crucial for Kiwi businesses. For example, Wellington-based artisanal cheese shop, ‘The Cheese Wheel’, found their online orders increased by 40% after they used local keywords and listed their business on Google My Business. Consider a .nz domain name to boost local search rankings and solidify your Kiwi identity.

3. Harness the Power of Social Media

With an impressive 70% of Kiwis active on social media daily, it’s a must-have marketing tool for small businesses. It’s the perfect avenue to reach your target audience, promote your product or service, engage directly with customers, create a community, and boost your brand’s visibility online. You can tap into social media’s power by sharing captivating content, responding quickly to comments and queries, and giving your brand a human touch.

For example, a crafts small business can utilise Instagram to exhibit their products, narrate their brand’s history, and interact with their audience. Businesses can expand their digital footprint and substantially enhance their revenue by utilising frequent posts, interactive narratives, and focused advertisements.

Effective utilisation of social media necessitates strategic planning, consistent endeavour, and an emphasis on engagement. Social media can expand your reach, enhance customer relationships, and foster business growth when executed effectively.

4. Rule with Content

Bill Gates once said, “Content is king,” and this stands true, even in 2023! High-quality, valuable content is the foundation of your online presence, helping you to attract, engage, and convert your target audience. Effective content marketing can enhance customer trust, elevate your search engine rankings, and boost website traffic for your small business.

Let’s say you have a bakery business. You can use your blog to share delicious recipes, baking tips, and behind-the-scenes stories from your bakery. Engaging, high-quality content can enable you to build a loyal community, increase your website traffic, and boost your online sales.

Remember, content is not just about selling your products or services but also about providing value to your audience. When you focus on creating content that your audience loves, you’ll attract more customers and turn them into loyal fans of your brand.

5. Leverage the Potential of Email Marketing

Despite the emergence of new digital marketing channels, email marketing remains an efficient strategy for small businesses. It provides a low-cost way to reach customers directly, build connections, and increase conversions. To maximise the power of email marketing, start by establishing your email list through tactics such as a website signup form or offering incentives for sharing email addresses. Use attractive subject lines and clear calls to action to segment your audience and provide targeted relevant emails.

Email optimisation for mobile is critical. Use mobile-friendly templates to ensure your emails look and perform properly on various screen sizes. Automation is also an important component of email marketing; for example, automated welcome letters for new subscribers or “abandoned cart” notifications can save time and improve results.

Consistent measurement and improvement are critical components of a successful email marketing campaign. Use your email marketing platform’s analytics to evaluate campaign performance using open rate, click-through rate, and conversion rate data to fine-tune your future efforts. Finally, it is essential to adhere to the provisions of the Unsolicited Electronic Messages Act of 2007 to ensure that your email marketing practices stay within the boundaries of the law.

6. Unleash the Power of Online Advertising

Webinars and online workshops offer small businesses a valuable opportunity to establish authority, engage audiences meaningfully, and generate quality leads. Choose topics that align with your business’s and your audience’s interests, and ensure your content is valuable and engaging. Promote these events via your website, social media, and email marketing.

Facilitate interaction through Q&A sessions and live chats during the event. Follow up after the event with resources or recordings, and solicit feedback from attendees. This strategy highlights your expertise in the industry and functions as an effective lead-generation tool. The success of a webinar or workshop depends on the value it provides to participants.

7. Collaborate and Network

New Zealand’s business community may be small, but it is mighty. Look for collaboration opportunities with other local businesses and influencers, or even host collaborative events. As Helen Keller rightly put it, “Alone, we can do so little; together, we can do so much.”

8. Get Listed on Local Directories

Local directories are a goldmine for any small business seeking to boost their online visibility and improve their local SEO, making it super easy for potential customers to discover you. A presence on local directories such as Yellow, Business Directory, and Neighbourly can enhance your visibility. These directories often include business listings with information such as name, address, phone number, website link, and sometimes reviews and ratings.

Getting listed on local directories is a relatively simple and cost-effective way to improve your online visibility and attract more customers. It’s essential for businesses that rely on local customers, but it can also benefit online businesses that ship nationwide.

9. Harness the Power of Customer Reviews

The power of customer reviews is immense, and research indicates that 91% of consumers trust online reviews as much as personal recommendations (BrightLocal, 2022). So, encourage satisfied customers to leave reviews on Google, Facebook, or local directories. Remember to respond professionally to all reviews, irrespective of their tone.

10. Embrace Video Marketing

Video is a potent marketing medium, with 54% of consumers desiring to see more video content from brands or businesses they love (HubSpot, 2022). Consider creating product demos, behind-the-scenes peeks at your small business, customer testimonials, or educational content. 

11. Engage Customers with a Loyalty Program

Loyalty programs help small businesses increase repeat sales, customer retention, and brand advocacy. These programs give exclusive deals to loyal clients. The success rate of selling to an existing customer is 60–70% and only 5-20% for a new customer, according to Marketing Metrics. To do this,

• Define your loyalty program goals, like customer retention or repeat purchases.
• Choose a structure that matches your business, like a points-based or tiered system.
• Promote it via social media or email marketing, clearly describing its benefits and making it easy for customers to engage.

New Zealand’s Columbus Coffee Rewards program works effectively. Each dollar spent earns points for free meals or coffee. Columbus Coffee has retained and repurchased customers with its program. Columbus Coffee Rewards Program A well-structured reward program can boost consumer engagement and loyalty, increasing sales and profitability.

12. Host Webinars or Online Workshops

Webinars and online workshops offer small businesses a valuable opportunity to establish authority, engage audiences meaningfully, and generate quality leads. Choose topics that align with your business’s and your audience’s interests, and ensure your content is valuable and engaging. Promote these events via your website, social media, and email marketing.

Facilitate interaction through Q&A sessions and live chats during the event. Follow up after the event with resources or recordings, and solicit feedback from attendees. This strategy highlights your expertise in the industry and functions as an effective lead-generation tool. The success of a webinar or workshop depends on the value it provides to participants.

13. Host Webinars or Online Workshops

As customer service expectations continue to rise, the demand for prompt responses and efficient support has never been greater. Chatbots can provide immediate replies to customer inquiries and present a modern and effective solution to this challenge, which is crucial to augmenting customer service for your small business.

The integration of chatbots can markedly boost your customer service quality, add value for your customers, and fine-tune your operational processes. Nonetheless, it’s critical to maintain a regular review and optimisation routine for your chatbot, guaranteeing it continues to align with and satisfy your customers’ evolving needs and expectations.

14. Stay Adaptable and Agile

In the ever-evolving digital marketing landscape, adaptability and agility are essential for any successful marketing strategy, particularly for small businesses. The ability to quickly respond and adapt to changes in the market, technology, and consumer behaviour can be a game changer.

In the wise words of Jack Dorsey, the co-founder of Twitter and Square, “Success is never accidental.” It results from thoughtful planning, continuous learning, and the ability to adapt to change. By staying adaptable and agile, your small business will not just survive but thrive in the dynamic digital marketing landscape.

15. Word of Mouth: An Evergreen Strategy

Word-of-mouth marketing has long been an indispensable tool in the marketer’s toolbox. It’s a simple but powerful mechanism: Happy consumers spread the word about your product or service, attracting new customers through their networks of friends, family, and coworkers. Despite the rise of digital marketing, word-of-mouth remains a tried-and-true approach. A Nielsen study found that 92% of consumers trust suggestions from friends and family more than advertising.

People are more likely to believe suggestions from people they know than commercials or promotions. As a result, word-of-mouth marketing boosts your company’s credibility while being cost-effective because it does not require a significant advertising expenditure. Instead, provide exceptional service and products that people want to discuss.

Providing a product or service that clients enjoy is the foundation of word-of-mouth marketing. Ensure that every consumer engagement with your company is positive and memorable. Remember, happy customers, are your best brand ambassadors, so invest in providing excellent customer service and allowing your customers to market for you.

16. Utilise the Power of Influencer Marketing

Influencer marketing has become a formidable tool in the digital marketing landscape, and it’s easy to understand why. Influencers have built a trust-based relationship with their followers, and their recommendations are perceived as more genuine and persuasive than traditional advertisements. This marketing strategy can be particularly effective if your target demographic is younger audiences, who tend to be highly engaged on social media.

The Australian teeth-whitening company, HiSmile used influencer marketing to grow their business to $40 million in revenue within three years. They strategically partnered with influencers in the beauty and lifestyle vertical, including big names like Kylie Jenner. By choosing influencers who were a natural fit for their product, they were able to reach their target audience effectively.

By carefully choosing influencers, setting clear expectations, and measuring results, you can harness the power of this strategy for your own business’s success.

17. Track, Analyse, and Refine

Lastly, monitor your results. Utilising tools like Google Analytics can provide valuable insights about your website’s traffic and user behaviour. Use these insights to refine your strategy and make data-driven decisions.

Marketing your small business can be quite a challenge, but with a clear strategy and the right tools, you can do it yourself. So don’t be afraid to experiment with different things and see what works best for your business. Remember, marketing is a marathon, not a sprint.

There you have it; a solid plan for taking your small business to the next level. So grab a cuppa, take a deep breath, roll up your sleeves, and get started. You’ve got this!