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Authored by Shaila Skinner, Darshana Subramaniam, Brett Dougherty, and Greg Pierantoni
Introduction
Marketing is an invaluable tool for small businesses to raise awareness, attract new customers, and engage with their communities. Advertising does not need to create a financial burden, as there are a growing number of free and low-cost marketing tools available. Social media posts, email advertisements, and SEO tools are just a few straightforward yet effective ways to boost business. This article will cover the advantages and disadvantages of different marketing techniques, offer specific guidance for different types of small businesses, and emphasize the need for affordable marketing.
Types of Marketing
Outreach Marketing
Analytics and Project Management
Digital Marketing
Traditional Marketing
Outreach Marketing Tools
Outreach can seem overwhelming, but there are many tools to simplify the process. Email and SMS are two popular and easy ways to send advertisements to existing and potential customers. Without eye-catching and accessible content, these advertisements are often ignored. Simplified is a great content tool which ensures messages are clear and engaging, while Grammarly Business catches any errors. Regular email promotions and news increases interaction with customers, and Mailchimp helps send personalized emails to up to 2,000 subscribers for free. Similarly, SMS outreach is especially useful for last minute sales, inventory updates and any time- sensitive announcements. Software programs SlickText and SimpleText are affordable options for automated SMS ads.
Analytics and Project Management Tools
Analytics and project management evaluate C what is working and what is not, and keep marketing campaigns on track. GoogleAnalytics is a free, easy to use tool that tracks web activity and SEO effectiveness. For more comprehensive analytics, Lucky Orange and Semrush look at time spent on webpages, conversion rate, and more. Customer Relationship Management (CRM) tools such as Zoho CRM and Salesforce CRM integrate contact information with email marketing tools. After SEO and CRM are explored, project management tools help facilitate and organize customer interaction history and G different channels marketing. Jira helps coordinate marketing efforts across social media, email campaigns, and company websites. It is great for collaborating and includes goal-setting features and automated task recommendations. Monday is a comparable software package to Jira, and both have affordable subscription options.
Digital Marketing Tools
Social media is the easiest and most affordable way to reach wide audience and stir product awareness. Various software programs take the hassle out of posting and automate the process, including Buffer and Hootsuite. Both are low-cost and can coordinate across different social media platforms. Social media advertising can be free, but it is difficult to differentiate a brand from others through posts. Design tools enhance brand credibility and attract customers. Fortunately, Adobe Lightroom and Canva Pro help with images and graphic design in order to make posts visually appealing and easy to read.
Traditional Marketing Tools
Direct Mail Marketing is a traditional but reliable way to spread brand awareness in a specific area. The USPS has affordable small business supsriptions, which can also be integrated with digital marketing campaigns through Mailchimp. Other forms of traditional marketing are advertisements in local newspapers and magazines, which serve as great ways to be associated with other small businesses in the area.
Brick and Mortar Food/Hospitality
Traditional business types rely on in-person sales and viewing of products. In order to get more customers in the store, SMS marketing is an essential tool. A simple message offering a limited time discount might provoke customers in the area to visit. Brick and mortar businesses also benefit from advertising in local media outlets such as newspapers or magazines. Food and hospitality companies can volunteer to be vendors at community events, which increases name recognition and awareness across potential customer bases. Direct mail marketing is an extra layer of public interaction which should not be ignored.
Retail
In person interaction is the best way for retail stores to tell a story and create connections with customers. In order to draw customers to visit a store, retailers rely on social media “organic content”, which can include blog posts or paid commercials. More recently, influencer marketing and customer loyalty programs have proven successful. Loyalty programs should be supported by monthly or weekly newsletters to loyal customers, as well as special sales and first access to new products. Retailers should emphasize their commitment to their customers through attention to the 4 P’s: Price, Place, Product, and Promotion. CIAG conducts specialized market research and has expertise in a variety of retail marketing strategies, and can help find the perfect formula for your small business.
Marketing Strategies for Different Small Business Types
Online Only
Email marketing is essential for online businesses, and it is seen as one of the cheapest and most effective ways to convert clients. CRM software is key for monitoring email lists, and services Zoho CRM and Salesforce CRM generateC performance reports on email advertisements ata low cost. Social media should not be overlooked for exclusively online companies. Canva Pro and Adobe Lightroom can keep posts looking professional, while Buffer or Hootsuite can schedule posts to maximize views. Google Analytics is another great SEO tool for recording web traffic, which is helpful in telling which A products, advertisements, or emails are most successful.
Nonprofit
Nonprofits are vital for the betterment of social causes and providing public services. Logistics are everything in nonprofit work, so Customer Relationship Management (CRM) programs monitor and provide analytics on email and mailing lists. Social media is another integral part of nonprofits. Digital marketing automation software regulates
stories and people behind charities, schools or foundations.
How CIAG Helps
Customized marketing strategies tailored for your business and its goals. Implementation support through assisting with tools and setup.
Advanced market research to determine ideal price points for products and services Optimizes marketing efforts and regular check-ins via ongoing consultation. Expertise in most effective marketing tools suited for specific company sizes, industries, and budgets.
Conclusion
Cambridge International Advisory Group strives in assuring clients that cost- effective marketing is attainable and to provide support every step of the way. Marketing should not be and is not always expensive. Free tools are a great option when creating organized strategies. As technology will continue to rapidly expand, it’s important to utilize email and social media marketing. These two methods provide tools that allow reduced workload, help track/manage contacts, and increasing viewership. CIAG clients can trust that they will have access to the best website analytics, design tools, and content tools to guarantee the success of their engagement with customers.
References
Anthony, L. (2023, December 1). 28 Best marketing tools for small businesses. NerdWallet. https://www.nerdwallet.com/article/small-business/marketing- toolDopson, E. (2023, May 28). Brick and mortar stores: Types, benefits, examples (2024). Shopify. https://www.shopify.com/retail/brick-and-mortar
Gotter, A. (2024, July 2). 12 marketing and promotion ideas for retailers. Lightspeed. https://www.lightspeedhq.com/blog/top-retail-marketing-tips/ Hackfort, A. (2024, March 22). Top 10 ways for small businesses to engage with downtown events. WEDC. https://wedc.org/top-10-ways-for-small- businesses-to-engage-with-downtown-events/Heaslip, E. (2020, March 30). Nonprofit, not-for profit & for-profit organizations explained. CO. https://www.uschamber.com/co/start/strategy/nonprofit-vs-not-for-profit- vs-for-profitHennigan, L. (2024, June 18). Small Business Marketing in 2024: The Ultimate Guide. Forbes Advisor. https://www.forbes.com/advisor/business/small- business-marketing/
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