Think You’re Too Small For A Marketing Campaign? Think Again!

Not just solely reserved for larger corporations with bigger budgets, an effective marketing campaign is in reach of your small but effective team

Think You’re Too Small For A Marketing Campaign? Think Again!

As a small business, it may feel like issues such as budget limitations and timing factors restrain your marketing capabilities. This doesn’t have to be the case though, as there are actually many benefits of having a smaller marketing department.

We have looked at the six ways small businesses can plan an effective marketing campaign using the advantages they have over their larger counterparts.

Identify your target customers

One of the first things small business owners can do to help with their marketing is to get to know their customer. First, conduct research to find the demographic of people purchasing your product or service. Find out where your customers do their shopping, how they do their shopping, what else they spend their money on, how receptive they are to different types of advertisements, etc.

Once you have made the effort to answer these questions and understand your customer’s buying journey, you will find approaching your target audience much easier. You won’t waste any money on using advertising and marketing platforms that won’t work for you and you can target your marketing a lot more specifically.

Be an influencer and innovator

Small businesses should never underestimate the importance of creating great content. It’s quick and easy to set up social media profiles, but to gain followers, and establish yourself as an expert in your industry, you need to offer your audience something in return.

Top 10 lists, surveys, blog posts, whitepapers and videos are all attractive to potential customers and can offer you the chance to establish your company as an authority in your field. As well as this, content can help audience growth, generate new leads, spread brand awareness and improve brand perception on a really large scale.

Use integrated marketing

There are now so many different marketing platforms available to small businesses that there is no single, failsafe path to follow. The reality is, your customers might get bored if you’re using only one marketing method, so make sure spice up how you communicate with potential customers.

Include the different social media platforms available, create great content, commission online ads and don’t forget to engage in traditional marketing methods too.

Competitor research

As a small business, it’s worth keeping tabs on your main competitors on an ongoing basis so you understand their behaviours. This way, you can predict what they are likely to do next. It’s also a great way to gain insight into what works for your audience, what people enjoy and what falls flat.

There are some really great tools out there to help with this, beyond the Google search bar. SpyFu, Google Trends and Google Alerts are all great tools to use when staying on top of the competition.

Repurpose content

One of the biggest challenges faced by small business owners is, as we’ve mentioned, the need to constantly create strong and engaging content. Juggling blogs, big pieces and social posts can be a massive task, but there are ways you can address this.

Repurposing your content breathes new life into past pieces, will save you time and lets you experiment with many different types of content.

Content can be repurposed in many ways, such as:

  • Turning old blog posts into infographics
  • Turning webinars into detailed guides
  • Making videos out of blog posts

These are just a few suggestions, there is a variety of different ways you can amend your content, such as creating slideshows or sharing social posts.

Plan, plan, plan

It’s great to know your audience, have amazing content, use lots of different marketing techniques and know what your audiences next move is, but if you don’t plan your campaign effectively, this can all be for nothing.

A good marketing calendar is a vital tool for any marketing department, as it allows teams to focus their efforts on creating and repurposing great content and aid the coordination between PR, content creation and social media.

By building a media list, discovering important dates and listing your planned actions, you’ll put your company well ahead of the game.

As you can see, there are many things small businesses can do to ensure that they utilise everything available to them in regards to marketing. Planning, creating and understanding your audience is key to creating a great campaign, no matter how big or small your company is.


Lonn Landis is a studio manager at the PR and creative agency Peppermint Soda. Dowload their ready-made integrated marketing Campaign Planner to give you a head start on planning your campaign.

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