Marketing

Top 3 Marketing Strategies for Small Businesses

4 min read
Sep 13, 2021

Small businesses have a lot to consider with their marketing efforts. To make it easier and more precise, we covered three strategies that small businesses should follow.

Kyle RichContent Producer

Understanding your customers and successfully marketing to them is no easy feat—it takes patience, flexibility, and openness to new ideas.

Add in the market volatility of the past decade and marketers must now be able to quickly pivot in order to reach their target audience in new places and ways.

The good news for small and midsize businesses (SMBs) staring down these marketing challenges? You aren’t alone.

3 marketing strategies for small-business success 

We talked to three experts in our network and surveyed SMB owners and leaders around the U.S. to identify three marketing strategy tactics that will help you find success:

  1. Use tools to optimize your content creation and strategy

  2. Stick to social media

  3. Engage with your audience

1. Use tools to optimize your content creation and strategy

Content marketing is a crucial digital marketing strategy; you need to entice and excite your target audience with information about your business or services.

It also happens to be one of the more time-consuming strategies.

And while we haven’t yet tasked robots with writing everything for us, there are some shortcuts you can take to strengthen your content strategy by utilizing tools with automation features.

Look to SEO software to take advantage of automation features that can help you understand how your target audience searches for your products and services online and what you can do to achieve better search engine results. This same software can help you develop the right content by finding good long-tail keywords, keep an eye on competing marketing efforts, and track your content performance in order to know what works.

Marketing automation software can help with developing and brainstorming content via tools that plan and measure marketing activities while automating repetitive tasks.

Keep reading:

Get an in-depth look into marketing automation and which tasks to automate with "What Marketing Tasks Should I Automate?"

2. Stick to social media

Social media success doesn’t happen overnight. You have to attract followers and keep them interested with a consistent stream of engaging content.

The good news is that social media tools can help you schedule posts, create custom content for each channel, and automatically link other published content (like a blog post) across your social media profiles.

Setting up scheduled posts in Buffer

Setting up scheduled posts in Buffer (Source)

In a recent GetApp survey (methodology at the bottom of this page), we asked which digital channels SMB owners and leaders are focusing on to attract customers for the remainder of 2021. Nearly a third of respondents cited social media as their main focus, followed by digital ads and email.

When it comes to which channels had the biggest impact on retaining and engaging customers since COVID-19, the leading response was connecting with customers through social media.

The top method for communicating business changes during the pandemic was social media again, and when we asked how respondents currently generate B2B leads nearly a quarter said—you guessed it—social media marketing.

The takeaway:

Look for a social CRM tool that can pull a lead from social and place them in your sales funnel or compare our Category Leaders in social media marketing to evaluate the best option for your social outreach.

3. Engage with your audience

One of the biggest challenges busy small-business owners have is balancing digital marketing and sales activities with servicing existing customers. That's where an email marketing platform can help.

Features like email campaign management enable marketers to deploy different types of campaigns (like a drip campaign), serving the right types of content and offers to the right audience.

Customer segmentation allows marketers to sort contacts by shared characteristics and personalized tagging based on interest in order to target those needs.

Email marketing tools often provide analytics to help you track the percentage of people who open your emails and links, taking the guesswork out of how your customers engage and move through your sales cycle.

EmailOctopus’ campaign analytics dashboard

EmailOctopus’ campaign analytics dashboard (Source)

More marketing resources for your small business

These strategies are a good place to get started—but we've got more resources for you, too. Check out these recent articles to keep learning:

Survey methodology

GetApp conducted this survey in May 2021 of 601 small-business owners and leaders in the U.S. to learn how they are pivoting marketing, sales, and customer service following COVID-19. Respondents were screened for employment status, business size, and area of responsibility.

Disclaimer

The applications selected in this article is an example to show a feature in context and is not intended as an endorsement or a recommendation. It has been obtained from sources believed to be reliable at the time of publication.

About the author

Kyle Rich

Content Producer

Hey there, I’m Kyle. I’m a Content Producer at GetApp. I bring insights for businesses on everything from properly evaluating software to buying it. I received my BA in marketing communications from Columbia College Chicago, where I also minored in journalism. Home base: Austin. 2 things about me: I enjoy creative writing and cooking. The tech trend I think you should keep an eye on: Artificial intelligence and how it can help your business!

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