Is there any element of business ownership changing faster than marketing? Keeping up with marketing trends can feel overwhelming but it doesn’t have to be if you focus on the basics.
Here are seven brand and marketing resolutions every small business owner should make – no matter the time of year.
Resolution 1: “I will develop a marketing plan.”
A shotgun approach to marketing—a couple of Facebook ads here, some blog posts there—won’t get you far. With so many options for how to market your business, making the most of your precious marketing budget requires a strategic approach and a well-thought-out marketing plan.
- Tip: A marketing plan can be detailed (like this guide to developing a 12-month marketing plan) or simple (like this one-page marketing plan template).
Resolution 2: “I will maximize my online presence.”
Your business website is just one element of your business’s overall online presence. That presence also includes local search directories, social media accounts, ratings and review sites, and online advertising. Make sure your website looks modern, loads fast and is optimized for SEO and mobile use. (You can test your mobile site’s speed here.) Keep your listings on directories up to date. Monitor ratings and reviews to respond quickly to any negative feedback.
- Tip: A strong social media presence on one site is better than a half-hearted presence on all of them.
Resolution 3: “I will listen to my customers.”
There’s no excuse for not knowing what your customers are thinking. Use “social listening” tools such as Reputology, Mention, ReviewTrackers or Hootsuite to pay attention to what people are saying online about your business. Review your website analytics and social media analytics to see where your customers are coming from and how they engage with you. Conduct surveys by email or online—tools such as SurveyMonkey make this simple to do.
- Tip: Don’t forget the power of actually talking to your customers face-to-face to see what’s on their minds.
Resolution 4: “I will nurture my email list.”
Ignore email at your peril: It remains the single most effective marketing method for small businesses, generating higher ROI than any other marketing channel for 10 years running. More than three-fourths (77 percent) of consumers prefer to get promotional messages via email.
- Tip: Use every opportunity to expand your email list—ask customers to sign up at the point of purchase, on your website home page, on social media or in person. Then use email segmentation and automation tools to deliver personalized messages tailored for each customer’s interests.
Resolution 5: “I will cultivate customer loyalty.”
Are you so focused on getting new customers that you’re ignoring the potential of those you already have? Getting existing customers to buy more is easier (and more cost-effective) than convincing prospective customers to give you a try. Use customer data to pinpoint your most valuable customers based on customer lifetime value.
- Tip: Implement loyalty programs to target your most valuable customers with personalized offers and sell more to them.
Resolution 6: “I will explore online video.”
Shoppers are “64 percent more likely to buy a product online after watching a video ad and 80 percent more likely to purchase when a landing page includes a video,” according to AdRoll president Scott Gifis. Explainer videos, how-to videos, product demonstrations and testimonials are the four most popular types of videos used by businesses—one or more of these should work for yours.
- Tip: Ask your employees to help. One or more may be handy with video and have some great ideas to creatively showcase your offerings.
Resolution 7: “I will protect my customers’ personal data.”
A data breach costs you more than money—it can also cost you customers. More than one-fifth of consumers in Bank of America Merchant Services; 2018 Small Business Payments Spotlight say they would never again shop at a small business that experienced a breach. When usingcustomers’ personal information for marketing, protect it using cybersecurity best practices such as firewalls, complex passwords and compliance with industry standards.
- Tip: Reassure your customers their personal information is safe when they shop with you. They will appreciate your approach to data security.
Making and keeping these resolutions will help you grow in 2019 but be sure to check back here in the Small Business Community for new marketing trends. Nothing in business is changing as quickly as marketing these days.
Did I miss any resolutions? Let us know your thoughts in the comments below.
About Rieva Lesonsky
Rieva Lesonsky is CEO and Co-founder of GrowBiz Media, a custom content and media company focusing on small business and entrepreneurship, and the blog SmallBizDaily.com. A nationally known speaker and authority on entrepreneurship, Rieva has been covering America’s entrepreneurs for more than 30 years. Before co-founding GrowBiz Media, Lesonsky was the long-time Editorial Director of Entrepreneur Magazine. Lesonsky has appeared on hundreds of radio shows and numerous local and national television programs, including the Today Show, Good Morning America, CNN, The Martha Stewart Show and Oprah.
Lesonsky regularly writes about small business for numerous websites and for corporations targeting entrepreneurs. Many organizations have recognized Lesonsky for her tireless devotion to helping entrepreneurs. She served on the Small Business Administration’s National Advisory Council for six years, was honored by the SBA as a Small Business Media Advocate and a Woman in Business Advocate, and received the prestigious Lou Campanelli award from SCORE. She is a long-time member of the Business Journalists Hall of Fame.
Bank of America, N.A. engages with Rieva Lesonsky to provide informational materials for your discussion or review purposes only. Rieva Lesonsky is a registered trademark, used pursuant to license. The third parties within articles are used under license from Rieva Lesonsky. Consult your financial, legal and accounting advisors, as neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.
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