Running a small to medium-sized business (SMB) involves wearing many hats. As a result, a lot of tasks can fall to the wayside. While you’re busy working on your current client base, managing your IT staff, and balancing budgets, you might leave out a few things that are integral to the growth of your business. The last thing on most SMB business owners’ minds is, “how do I get my message in front of the right people?” What’s more, those who think about that at all might find the process daunting and time consuming.
That is why you’re here. You want to know what you should be doing to market your business effectively, without spending a bunch of your hard-earned profit. I’m going to share with you four simple things you should be doing in 2020. Before we get started, keep in mind most of these tactics involve showing up where your potential customers are already looking.
1) Email Marketing: Let’s start with the basics
If you’re anything like me, a majority of your day is spent reading through and responding to emails. I’m sure you’ve seen marketing emails come from Tech Data before that offer promotions, notify you about upcoming events, or try to educate you about a new product. We send those emails to you because we know you will see them. The same can be said about your customers, so why not build your own robust email marketing campaign.
The best part about email marketing (like most of the methods listed in this blog) is that the cost of entry is exceptionally low. The only expense you will incur is time to strategize and draft the emails. But there are plenty of tools to help you get started and execute on your campaign, including free resources like Mailchimp.
2) Your Website Matters
Your website is the first interaction most potential customers will have with your business. Since first impressions are so important, your website should be well put together and clearly define your goals as a company. Your website is the perfect place to show credibility, educate your potential customers, capture their information, and to direct them toward transacting with your company.
While every website is going to be different depending on the company’s brand and goals, there are a few things your it should always include:
- Easy Navigation: Keep it simple. Limit your clickable links to what’s important. There’s nothing worse than a webpage with 25 links to various things and no clear direction.
- Focus: Make sure you have a focus piece on your website. It can be your brand statement, or some customer success stories, whatever you think will help sell your brand.
- A Strong Call to Action: Tell your visitors what you want them to do like “contact us” or “shop now.”
These three bullet points are a great place to start when building or checking the layout and direction of your website. Microsoft has also provided a free partner webpage benchmarking tool that you can use to audit your website. Just drop in your website URL, and you will receive a score for your webpage, with actionable recommendations to make improvements.
3) Social Media: It’s Like a Mixer but Online
Continuing with the theme of showing up where your customers are already looking, one of the most engaging, personal, and relationship building channels you can leverage for marketing is social media. Social media should be a significant part of your marketing plan. You don’t need to spend a lot of money to be successful, but it is important to develop a thoughtful strategy to maximize its effectiveness.
Unlike other forms of marketing, social media allows you to build a community around your brand while opening a door of two-way communication with your customers. Social media is a great place to share and distribute content such as client success stories, case studies, blogs, event promotions, demonstrating expertise, and thought leadership.
Here are some tips before you get started:
- Set Up a Posting Cadence: Make sure you’re only posting when you have relevant content. Don’t post too infrequently or too frequently either. A good rule of thumb is to post as frequently as once or twice a day and at least once a week.
- Use the Right Platform: Post to a social platform that your customers use. If your potential customers are on LinkedIn and Twitter, it probably won’t benefit you to create a Snapchat or Instagram strategy.
- Use Multiple Channels: Create clear, consistent posts across multiple platforms when it makes sense. If you post an interesting news article on LinkedIn, cross-post it to Twitter and Facebook to maximize your digital footprint.
With all this in mind, it might seem overwhelming, but there are plenty of tools to help you accomplish your goals with social media, including Tech Data’s very own content portal.
4) Utilize Tech Data’s Marketing Resources with PartnerOn
Tech Data offers a free marketing resource portal with PartnerOn. By signing up, you will gain access to multi-week campaigns that include email drip campaigns and social media content designed to educate you and your end-users while driving traffic to your website. Partners using PartnerOn have reported a 40% increase in sales and a 225% increase in sales leads along with improved relationships and engagement prospects. Sign up today to gain access to the portal.
If you need a little more help with marketing and need a place to get started, Tech Data’s Marketing Express path is a great resource to help you get the ball rolling. With the Marketing Express path, you will learn how to define your value proposition, find new prospects, build a marketing plan and turn your prospects in to leads and leads into sales. Get started today!
Kyle Banas has been with Tech Data for almost 2 years as part of the Microsoft Cloud Marketing Team, helping Microsoft and Partners alike go-to-market with Microsoft Cloud products. Kyle has earned an Inbound Marketing certification from Hubspot, Google Ads certifications, and a Microsoft 365 Fundamentals certification. Kyle’s previous experience included developing and executing in Social Media and multi-channel marketing campaigns for global brands, where he spent two years with an advertising agency.