13 Tips to Get Your Brand Balling on a Budget
Marketing expert Jeffrey M. Staats offers 13 tips to go from building your brand to igniting your brand while still staying within a small-business budget. And scroll to the bottom of this article to listen to the full webinar.
If you missed our most recent WebEd Series, Maximize Your Marketing Spend: Spreading Your Brand Without Spreading Your Budget, you’ll want to read on to hear the great tips offered during this discussion geared specifically toward small businesses.
Jeffrey M. Staats, a marketing expert with 17 years of experience helping companies grow their businesses by using marketing to their advantage, likes to think of his webinar as teaching small business owners “how to be balling on a budget.” Because, as a small business owner, the real goal is to be the best at providing a solution to a consumer pain point and then spread awareness and consumption of your brand as much, and as cheaply, as possible.
In order to be balling on a budget, Jeffrey says it’s helpful to first know the following three fun facts:
Fun Fact No. 1: Video is hot. So hot, in fact, that 64% of consumers say watching a video on social media influenced them to make a purchase.
Fun Fact No. 2: Consumers are doing their own research. More than seven in 10 (72%) of B2B buyers are researching options before they even talk to vendors.
Fun Fact No. 3: If a potential buyer leaves your site, you can still get them back. Exactly 70% of people are more likely to convert with you when they are sent a retargeting ad after looking at your website.
As a seller, brand awareness is the first step on your journey. For a small business with limited budgets, staffing and time, look for digital marketing to be the majority of your marketing. Jeffrey takes us through the stages of building, growing and igniting a brand, identifying 13 tips along the way that can be done digitally and inexpensively.
Build Your Brand
The initial goal with your digital marketing strategy is to build your brand. You’re a small business so you’re probably still working on having a voice within your industry. Take the following five steps toward doing just that.
Build Your Brand Tip No. 1: Corner the market as a thought leader. Identify an expert in your company and get that person out there to start writing content—whether it’s on your website, blog or social media. The focus should be on the customer’s pain point and what your company can do for them as an industry expert.
Build Your Brand Tip No. 2: Leverage fans for testimonials. Referrals are key to small-business success and should be a regular part of your marketing strategy. Build a referral program, leveraging your fans—your brand ambassadors—on a regular (i.e. quarterly) basis.
Build Your Brand Tip No. 3: Align key messaging with SEO. You have a great solution for a customer pain point and you want to make sure it translates into your website and what people are searching for. Have an SEO audit done on your site so that you know where you stand. Keywords and key messages should be built into all important areas of your website.
Build Your Brand Tip No. 4: Own one social media channel. Small businesses want to be everywhere but it’s just not possible to do it all, well. Choose one channel and post three or four times a week, purchase sponsored ads and create lead forms. It’s better to put your budget efforts toward one channel than spread yourself thin.
Build Your Brand Tip No. 5: Expand your subscriber base and give them options. When someone signs up for your distribution lists, ask them how often they want to hear from you. Find out what type of content they would like to hear about and what they consider to be their pain points. Let them choose the way they want you to interact with them.
Grow Your Brand
Once your brand is established, it’s time to grow it further. Jeffrey offers four steps to experiencing this type of growth and knowledge transfer.
Grow Your Brand Tip No. 6: Be valuable. Reward someone with something tangible for giving you their email address so that they recognize the value you offer up front. Give them a checklist or a template or something that they’ll find useful and entice them to come back for more.
Grow Your Brand Tip No. 7: Offer webinars and blogs. Plan a consistent webinar series and blog as part of your content strategy. You’re a thought-leader in your field, after all, so you have a lot of insight to offer. Bring in outside experts to contribute, providing more engagement and furthering your reach.
Grow Your Brand Tip No. 8: Have media on speed dial. Anything you do that’s worthy—whether it’s hire more people or roll out a new product—should be sent to the media. Create a media spreadsheet with local contacts and send an email every time you have something new.
Grow Your Brand Tip No. 9: Leverage co-branding. Take advantage of opportunities to create a co-branding marketing campaign with associations or other strategic partners. Spend money to be able to access their lists instead of doing it all on your own. Being backed by an association or other partner is more powerful and gives you additional credibility.
Ignite Your Brand
Ultimately, you’re looking for high growth for your company. Here are four tips to ignite your brand and take it to the next level.
Ignite Your Brand Tip No. 10: Get on review sites. 82% of online buyers look at reviews before making a purchase. Get people to talk about you on the major review sites, such as Yelp.
Ignite Your Brand Tip No. 11: Leverage chat. Offer a chat option on your website so that you can have a conversation with your potential customer and give them quicker answers to their questions than an online form is capable of providing.
Ignite Your Brand Tip No. 12: Create a calculator. Offer the capability on your site for potential customers to calculate the ROI or do a product comparison.
Ignite Your Brand Tip No. 13: Start a video series. This is a great way to bring personality to your brand, while offering expert information and cultivating your content.
Watch below for a full recap of this webinar.