Part 2. The Wild Coffee Philosophy for Small Business Marketing – Strategy Before Tactics

Now that we have defined the “who,” “what” and “why” of your business, and have developed a true marketing strategy, it is time to determine what type of tactics can be employed to get the word out.

Become the area expert and display your knowledge through various social channels. As a small business owner, you may have a strong connection to your local community. Look at large national brands – incorporate their large business tactics onto a smaller scale for your budget. You defined what makes your company exceptional, so show it off in a how-to YouTube vlog or create a weekly Q&A session on Facebook Live.

Create content to market to your audience through their search terms. This is a very easy and inexpensive way to discover what your audience might be searching for. For example, if you are a flooring and tiling company, you will notice some of the top search fields are questions on how to keep grout white. Another popular question is what are the best cleaners to use on tile floors? Take this information and apply it creatively to visual content – engaging your audience with a digital campaign that includes lead capture forms.

Be aware of strategic branding opportunities. Don’t be shy. Be bold! What local events or charities can you sponsor or partner with that might help create some engaging and shareable content? Think outside the box, because you never know when a great idea might come along – i.e. Red Bull marketing.

Strategy is essential, and to develop a solid marketing plan every business needs to understand its place in the market, along with what motivates its customers. By answering and understanding the three simple questions – why, what, and who – you can really impact your small business’ marketing strategy and lead your company on the road to success.

Source: Aaron, Jesse. et al. “USING LARGER BUSINESS TACTICS ON A SMALL BUSINESS BUDGET” Duct Tape Marketing Web.

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