July 18

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How To Become a Master Marketer For Your Business

When you run a small business, you will often find yourself tackling a wide variety of tasks that owners of bigger businesses hand off to specialized departments. Marketing is no exception! Small business owners just don’t have the budget for dedicated marketing departments and as a result, often wind up being the company’s primary marketing professional. 

At first glance, marketing seems like something you can pick up easily. But thanks to the internet and all the wonderful digital tools available today, marketing is becoming increasingly complicated. Today’s marketers need to have a solid grasp of modern marketing concepts like SEO, branding, influencer marketing, personalization, data tracking, retargeting, social proof, and more. 

The good news is that you don't need a formal education to learn these skills and become a master marketer for your small business. There are countless resources out there that can point you in the right direction.

In this article, Miri Lenoff Marketing will help you develop your brand message, find your way around different marketing channels, and learn how to measure the results of your marketing strategies.

Develop Your Brand Message

Your brand message is one of the most important elements of your marketing strategy. Your branding will guide all of your future marketing efforts to establish cohesive and consistent messaging across all of your customer interactions. Your marketing message should explain how your business can solve a problem for your customers, why they should trust you, and why you’re different from all the other alternatives out there.

How do you identify your core marketing message? Hubspot explains that you first have to know your target audience. Knowing your target audience will enable you to market to consumers who are already interested in what you have to offer. Do some research to identify a group of consumers who will most benefit from your business. 

Once you know who your customers are, learn about their pain points and craft your marketing message around your proposed solution. Looking for inspiration? Check out these great marketing message examples from companies who got it right!

Explore Different Marketing Channels

Like your brand messaging, the marketing channels you use to connect with consumers can have a significant impact on the success of your campaigns. When you promote your business on the right marketing channels, you’ll be able to meet your customers where they are. Marketing consultant Miri Lenoff recommends email marketing as a great marketing avenue for customers who have already entered your sales funnel by registering for your email list. Make the most of your email marketing campaigns by using attention-catching subject lines that speak to your customer’s needs. And if you need guidance reaching your email contacts, set up a consultation with Miri.

To generate new leads, find out which platforms your target audience tends to spend most of their time on. For example, if you’re running a B2B tech business, you’ll likely find your target demographic on LinkedIn and Twitter. If your audience is younger millennials and gen Zers, you’ll want to focus on trendy social media platforms like TikTok and Instagram.

Of course, you can also use offline channels to market your business, particularly if you operate locally. As long as you know what strategies to use, offline marketing can still be incredibly effective. For example, strategies like networking, public speaking, attending meetings, cold calling, hosting charity events, and attending trade shows tend to be cost-effective techniques for local businesses.

Once you understand your options, develop a marketing plan in which you lay out the essentials: what makes your business different, who is your target audience, how will you reach them? This plan will become a roadmap for you as you continue to develop your business and your marketing.

Create High-Value Content

Once you know who you’re marketing to and where you can find them, it’s time to create some marketing materials. Aim to produce content that provides real value to your audience. Think quality over quantity! One longer, unique article is better than several generic articles with information your audience can find anywhere. Try to put out a mix of educational, entertaining, and engaging content. And don’t be afraid to inject some personality into your messaging! Giving your business a human-like personality is a great way to set your content apart in a saturated market.

If you need help writing content that will resonate with your target audience, consider hiring a freelance copywriter. Beyond writing great content, a professional copywriter can help you come up with a cohesive voice for your business and give your website an SEO boost.

Older search engine optimization (SEO) practices involved creating articles stuffed with keywords with the sole purpose of ranking web pages higher in Google search results. Today, Google’s ranking algorithm is much more sophisticated. Google delivers search results that are both valuable and highly relevant to the user. As a result, keyword stuffing is out and well-written, engaging content is in.

While all the content you produce should be highly valuable to your target audience, SEO is still important. Your website will rank higher in search results if you optimize it with both on-page and off-page SEO practices. On-page SEO helps Google understand what your webpage is about through proper use of headings, page structure, image alt text, URL paths, and internal links. Off-page SEO helps Google gauge the reputation of your website by analyzing the quality and quantity of backlinks directed to your domain from other websites.

Outsource Work to Professionals

Even if you don’t have money for an in-house marketing department, you can still outsource your marketing work to people who know what they’re doing. Outsource to independent freelancers, agencies, or a combination of the two. You can outsource any marketing task from website design to social media management, so be sure to consider your business needs carefully before reaching out to an expert. By outsourcing tasks that take a lot of time or fall outside your particular skill set, you’ll be able to focus on whatever it is you do best!

Measure Your Results

How do you know if all these marketing methods are paying off? Since marketing requires a lot of time and money, it’s important to determine whether or not your efforts are translating into higher profits. Evaluating the results of your marketing strategies is the key to seeing what works and what doesn’t. As a result, you’ll be able to optimize your marketing strategy and direct your marketing dollars towards strategies that have the biggest payoff. 

To evaluate the success of your marketing process, you’ll have to establish a few key performance indicators (KPIs) before launching your campaigns. According to Intechnic, some common KPIs include return on investment (ROI), cost per lead, cost per sale, customer lifetime value, and campaign conversion rates. Tracking these metrics is easy with the help of digital tools like Kissmetrics and SEMrush.

How you approach marketing can make or break your business. If you’re going at it alone, make sure you know how to get the most out of your marketing pursuits. Learning how to market like a professional will enable you to connect with your target audience, set your business apart from your competitors, and maximize the return on your time and money.


Tags

email marketing, marketing, target audience, work from home business


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