Marketing Do's and Don'ts for Small Business

Saving money is always a top priority for businesses, but these are especially lean times for some. If your marketing budget is being pinched, how do you continue to reach out to customers to let them know about your company and not blow the budget? Here are a few simple do’s and don’ts when you don’t have a lot of cash to spare. 

Do: 

1. Capitalize on free advertising channels. Besides the obvious social media channels, a Google Business Profile is a great way for local businesses to get noticed. Remember that Google also prioritizes high-quality content that best answers the questions its users are asking by making your website more visible. 

2. Sharpen your social media presence. Don’t just assume “if you post it, they will come.” Engage with your audience, use hashtags and tag other people and brands that are relevant to your business.  

3. Use email marketing to send informative and interesting content to current customers. Content marketing is a highly effective tactic that doesn't require a huge budget and demonstrates your authority, expertise and genuine care for your customers. Create information-rich infographics to draw in your customers. 

Don’t:

1. Base your marketing budget simply on what’s left over after covering all other expenses. Every business needs to remember that marketing is an investment, not a cost. According to BDC, companies should spend between five and 10 per cent of their revenue on marketing. 

2. Underspend on your customer-facing efforts. Research and use the right CRM(customer relationship management) software program to fit your customers and tailor your sales stream. 

3. Wing it. Develop a solid marketing plan and ensure your marketing budget is well spent. Brand development costs such as websites, sales collateral and promotion costs, as well as campaigns, advertising and events should all be a part of this plan.