Jack Mize is the founder of Local Marketing Company, Mize Digital, and Jack’s Blog. He is an expert in digital marketing and an avid blogger who regularly contributes to Forbes and other major publications on digital marketing, social media, and e-commerce.
In this article, you’ll learn about:
Why Local Marketing Chipped In
It’s no secret that the pandemic had a huge impact on businesses of all sizes. However, the local economy suffered significantly in areas where people depend on face-to-face contact for business, such as restaurants and retail stores. When the world shifted to an online environment, these sectors experienced a major revival.
Businesses that serve the local community stepped up to the challenge posed by the pandemic, providing essential services and keeping people engaged with the world around them.
How to Identify a Niche for Your Business
If you’re new to marketing, it can be hard to know what topics to focus on and how to track the success of your efforts. That’s why I’ve compiled a list of important points to keep in mind when considering the marketing strategy for your small business.
1. Find your marketing personas
One of the first things you need to do is figure out who your target audience is. You can do this through customer research or through surveys. Having a clear picture of who your ideal customers are will help you figure out what platforms and methods of marketing will be most effective for your business. It also helps you to understand what types of content will be valuable to them.
2. Define your marketing goals & objectives
Setting clear goals and objectives for your marketing efforts will guide your strategy and allow you to track your progress. Defining these terms in advance will make your job as a marketer much easier. Set a benchmark for your marketing programs by considering the size of your company, the industry, and the state of the economy. Having clear goals will also make your product and marketing decisions much easier. When you set clear goals for your marketing efforts, you’ll be able to track your progress and determine whether or not you’ve reached your target audience. Consider what happened in the past, such as how customers discovered your company, what products they prefer, and how satisfied they are with your services. Use this data to help you figure out what will make your customers most happy and drive growth.
3. Determining how to measure the effectiveness of your marketing activity
The first step in formulating a marketing strategy is to figure out how you’ll measure the effectiveness of your efforts. This will depend on the nature of your marketing activity. If you’re planning to launch a new product, you’ll want to consider what types of metrics you’ll use to gauge the success of your campaigns. The same goes for a company that wants to expand its customer base. It’s important to pick metrics that are relevant to your niche and that will provide you with the information you need to make smart decisions. If you can’t measure it, you can’t improve it.
4. Identify the channels that will provide the best reach to your target audience
After you’ve identified your target audience, you need to figure out which channels will provide the best reach to them. The term “channel” refers to the method of reaching your target audience. For example, if you’re marketing to female millennials, you might decide that YouTube is the best place to reach them. Or if you’re targeting small businesses, you might decide that social media is the best approach. The choice is up to you. Consider what your company does, the type of customers it attracts, and how much you’re willing to spend on advertising on different platforms. Choose the channels that will provide the greatest opportunity for your product to be found and used by the people you’re targeting. If your company is located in Nashville, TN, you might decide that Facebook is the best place to grow your audience. However, if you run a business in London, you might decide that YouTube is the best place to promote your product.
5. Decide whether or not to use paid or organic marketing
Once you’ve determined the channel(s) that will provide the best reach to your target audience, you need to decide whether or not to use paid or organic marketing. Paid marketing is when you pay someone to help you promote your product or service. Organic marketing is when you use free methods to promote your product or service, including but not limited to SEO, social media, and content creation. Consider the amount of money you have to spend on marketing and how willing you are to spend it. If you decide that paid marketing is the way to go, consider what platforms your target audience is most likely to be on and what types of products and services they’re most interested in. This will help you choose the right platforms for your marketing strategy.
6. Create a buyer persona & use it to define your target audience
Your target audience is made up of the people you choose to focus on when designing and marketing your products and services. One of the first things you need to do is create a buyer persona for yourself. This is the person you’ll be developing products and marketing campaigns to. It helps to envision yourself in the mind of your target audience and consider their needs, wants, and expectations. A buyer persona takes into account your target audience’s demographics, such as age and gender, as well as their psychographics, such as interests, hobbies, and motivations. You can find a free tool on HubSpot that can help you create a buyer persona and use it to guide your product and marketing decisions.
7. Choose the right content
The content you choose to include in your marketing plan will depend on the nature of your product. If you’re marketing a physical product, you’ll want to consider the packaging and the visual components, such as the websites and social media accounts you’ll use to promote it. If you’re marketing a service, you’ll want to consider the type of content your target audience is most likely to value. This could include anything from how-to articles to videos showcasing the features of your product. Consider the platforms your audience uses regularly and where they prefer to get news and information. Look at the content that has worked well for other companies in your niche and include things that are similar or better than that content in your plan. When choosing content, make sure that it’s valuable, interesting, and of high quality. Remember: content is king (or queen), so don’t be afraid to invest in some high-quality content if it means greater reach to your target audience.
8. Choose the appropriate social media platforms for your product
Once you’ve determined the type of content you’ll produce, you need to choose the social media platforms that will be best suited for your product or service. If you decide you’ll use Twitter, for example, make sure you follow the right people and engage with those who follow you. When choosing social media platforms, make sure you consider the demographics you’ll be reaching, the technology used to access it, and the cost of reaching your audience. If you decide to use YouTube, for example, make sure you upload videos that will engage your audience and inspire them to action. Think of effective examples of other companies’ videos and choose YouTube content that is similar or better than that content.
9. Create a database of regular customers & use it to find prospects
Once you’ve started to build your audience on various platforms, you need to create a database of regular customers. This can be done through various means, such as email marketing, social media, or a combination of both. Use this database to find potential customers and develop sales leads. Take advantage of the fact that people who have purchased your product or service already know who you are and hopefully have some trust in your company. When sending out emails or using social media to promote your business, be sure to include a call to action, such as a link to your website or a Request for More Information form.
10. Measure the effectiveness of your marketing activity
The final step in the marketing process is to measure the effectiveness of your activity. This can be done through various means, such as web analytics, social media analytics, email marketing analytics, and search engine optimization (SEO). When measuring the effectiveness of your marketing activity, it’s important to consider the results you’re getting versus the amount of money you’re spending. If you’re getting the results you want, without spending too much money, you’ve reached your goal.
The information you get from web analytics and SEO will provide you with a clear picture of how effective your strategy has been. You can then make adjustments as needed and continue refining your approach.
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