Are you a small business owner who wants to take control of your marketing but doesn't know where to start? Understanding some fundamental marketing concepts can help get you on the right track. Use this guide from the National Association for the Self-Employed to become your own marketing department and make the most of your marketing budget.
Marketing Basics: What Are Channels?
One of the first things you need to understand as you become your own marketer is the concept of channels. In marketing terms, a channel is simply a medium to deliver your message to potential customers. Many channels are available online and offline. Offline channels include billboards and community bulletin boards in coffee shops.
It is challenging to determine which channels are most effective for your business. For help finding the proper local channels, contact your local chamber of commerce. It can help connect you with other local companies and resources that can offer advice or advice to plan your marketing strategy.
For even more marketing resources, NASE’s Ask The Experts feature offers marketing guidance in addition to advice on law, strategy, taxes, and more. It’s just one of the many benefits available to NASE members, so consider joining today!
Develop Your Message
It is essential to consider your target audience and the type of message you want to send before determining the most effective channels for your business. If you wish to reach a local audience looking for a new home appliance, store, or service provider, you can use regional media, such as newspapers and TV and radio channels. Other channels include online directories and review sites, which potential customers use to learn about local businesses before making a purchase.
Focus on Digital and Physical Marketing Techniques
As you become your marketing department, you will need to concentrate on digital and physical marketing methods. You will want to use techniques such as print ads, direct mail, and flyers for physical marketing. With digital marketing, you will use email campaigns, social media, and search engine optimization (SEO) to reach potential customers online.
Review Your Analytics
No matter which channels you use for your marketing campaign, it is essential to review your analytics regularly. Several online learning resources, such as HubSpot and Google Analytics, offer free courses on how to read and interpret your data. This can help you determine what is working and not working to adjust your strategy accordingly.
Use Free or Low-Cost Apps
You are likely working with tight marketing budgets as a small business owner. Luckily, many free and low-cost apps can help manage your marketing. For example, Hootsuite allows you to schedule posts across various social media platforms without logging in for each one. You can upgrade to a paid plan if you want more advanced features, such as lead tracking or detailed analytics.
Another free app to help with your marketing is an online invoice template customizer. You can use it to create professional custom invoices for your business using your own logo, text, and color scheme for free. Once you’ve created a design you like, simply download it to use as needed.
Reduce Marketing Expenses by Completing Tasks Yourself
You can reduce your marketing expenses by doing specific tasks yourself. Develop a plan, write the copy, and design your materials. You can also implement and track your marketing campaign, saving on hiring someone else to do it.