Of course the New Year brings about many resolutions, yet for all of the lose weight, stop smoking promises, we should be making resolutions for our small business. We are now in 2011 and now is the perfect time for small business to take stock and prepare for the times ahead.
There will be a few things that will continue to grow and/or explode in 2011 and all business owners should be aware and prepared. We will definitely see more mobile marketing, group discount sites such as Groupon will become even more mainstream, and Facebook advertising will be a regular option for small business.
There are so many opportunities for small business, some will prove invaluable, others won’t but the true benefit is in the exercise of getting active. I have listed 12 tips for small business for 2011, of course I have had to be brief and I could talk for ages on any one of them. Give them a shot and you will certainly be preparing your small business for the year ahead.
Review your current marketing activities
When I speak with small business, so many are still spending thousands of dollars each year on local newspaper advertising. Some don’t even realise they are spending that much, it’s just some here, some there and it all adds up.
Put a couple of hours aside (you may not need that much) to really analyse how much business you have acquired from the money you have been spending on your marketing. Find out what’s not working and funnel the money into what is, or better yet start using the money that is not working and start expanding your marketing horizons.
Spend more money on your website
Websites need to be reviewed as it can and most likely will be one of the most important assets to your business. It should go without saying that, if you are not using Google Analytics then do so immediately. It is a free tool and help to use it is never too far away. Use the stats to evaluate the performance of your website, if it is not doing what it could or should then seek assistance.
Your website needs to be fast, it has to be easily navigated and it needs to be functional. This is the new storefront. Use your website to tie everything together including links to your social media pages, blog, subscription to your email newsletter and more.
Make sure your website is listed with the search engines
Search your business in the major engines Google, Yahoo and Bing to make sure your website is listed, if it comes up then you are fine. If it does not come up then make sure you submit your site with each.
Expand your third-party listings
Third-party listings include Google Places and more specifically in Australia, TrueLocal, HotFrog, YellowPages and even your local council’s business directory. The listings noted are free and will provide your business and your website with another entry point.
Make sure you spend the time to enter them as best as you can, make sure you upload images, include trading hours, etc. The more you complete the better the search engine performance. What the listings do is allow your small business to piggyback off their strong reputation to ensure your business lists better in Google, Yahoo and Bing.
Advertise online
I am talking about Google Adwords or even advertising on Facebook. Both can be trialled quite simply, but if you need to be guided through the process then find a reputable marketing agency (avoid the big boys selling you clicks only).
Google Adwords is a great place to start. You can pick your own keywords, write your own ad, set your own marketing budget and send users to a specific landing page. Perhaps the greatest benefit is the statistics provided to further help you evaluate the performance and return on your investment. Facebook is just as easy and you will get a kick out of targeting your ads. Facebook advertising is also the best way to kickstart your Facebook page and attract ‘Likes.’
Start an email newsletter
Done correctly email marketing can be one of your most valuable promotional efforts. Of course you will only be sending an email newsletter to people whom have subscribed, so they want to hear what you have to say, and there should be no concern about spamming.
It is so simple to have a form on your counter and ask your staff to encourage customers to sign up. Once you get your customers email then make sure you keep them entertained and/or provide value in the way of special discounts and exclusive offers.
Get serious about Social Media
I have heard people say ‘yeah yeah Facebook will come and go’. It is NOT going anywhere. With more than 500 million members worldwide and 8 million members in Australia, what business can afford to ignore Facebook.
By the same token don’t get overwhelmed and start signing your business up to every social networking tool out there, there are quite literally hundreds. Depending on your business, there will be some more suited than others but you should start with Facebook and Twitter, one of if not both.
Location-based social networking sites also threaten to be the next big thing. You should register/claim your business at Foursqaure, it will only take a couple of minutes and it may prove to be a powerful promotional tool for your business. Monitor your venue page and if you start to see people checking-in then try adding a special such as 20% off on your 5th check-in to encourage repeat business.
A number of other social networking tools may work for you including YouTube, LinkedIn, SlideShare, MySpace, Flickr, Tumblr, etc.
It is also time to start analysing the return for your investment, as you would for any of your other marketing activities. For if you are not tracking your social media efforts then it is likely you will incorrectly dismiss social media as just a fad or gimmick.
(See ‘Why Small Business should not ignore Social Media’)
Mobilise your business
It has been floated for the last couple of years, but in 2011 mobile use will explode. Make sure your business is mobile-friendly. I have previously posted mobile marketing tips for small business, check this out if you want more detailed information. But essentially we will continue to search the mobile web and start to use our mobile phones to post and leave reviews, check-in, scan QR codes, post photos, check retail prices and more. (See ‘Mobile Marketing Tips for Small Business’)
Encourage customer reviews
I love that we are in a time where we value the opinions of our friends and even our online peers. Even when we first started buying off Ebay, we were checking buyers feedback to ensure we were purchasing off a reputable seller. Now we are reading restaurant reviews before we book, we are researching products before purchasing, among a list of other things.
So do what you can to get customers to review your business and your products. You’re looking for reviews on all of your third-party listings (noted above) particularly your Google Places page. Reviews on your Facebook page would be great.
Integrate your online and offline promotions
It’s amazing how many small businesses think of their online marketing activities as separate to their offline activities, this is a mistake. The whole point is that your online activities should be a part of your overall marketing. Whilst your sales and instore promotions should be advertised on your website and Facebook page, so should your website and Facebook page be advertised instore. Do your business cards, flyers and instore posters include your web address? Do they include your Facebook URL?
Experiment with QR Codes
Still very much in their infancy in Australia, however with a few large organisations getting behind them, I am sure they will become mainstream in 2011. QR Codes are simple two-dimensional barcodes that can be scanned with a mobile phone. The code takes the browser to a website, Youtube video, Facebook page or even sends them a coupon. By simply creating your QR Code and printing it on your marketing material, you can transform a simple flyer into a cost-effective, multimedia promotional tool.
Establish your position/knowledge in the marketplace
I have already noted that we as consumers are looking for reviews from our peers to find the best restaurant to eat at, the best product to buy and of course the cheapest deal. If we can’t find a review then we want to find any sort of article to establish that your business is reputable.
So spend a little time and start a blog. I find WordPress so easy to use, so that is a great place to start. It’s just a matter of picking a topic relevant to your business and publish. With a few tips it will rank in search engines and when a customer is looking for information on the products you sell, or the service you provide then you have been able to get on the front foot.
Operating a small business can be hard work and with owners and operators often tied up, marketing efforts are often put aside. The easiest thing to do is to stick with the status quo, keep advertising in the Yellow Pages and local paper and keep distributing the same, tired old flyers.
All the best with your small business in 2011, it is an exciting time and it is only going to get more exciting, that is if you’re prepared to embrace the opportunities.
If you need any help working through what i’ve discussed, I really would be happy to help out. Of course if you’re thinking it is all too much for you and you are thinking about contracting an agency part-time then give me a call.
I would also love to hear any comments and other suggestions to add to my list.