Over the past 30 years I’ve been involved in direct response copywriting, content writing, marketing and growing my own businesses I’ve been asked some wild and wooly questions.
The number one question would have to be, “What is best way to market your small Australian business?”
Sorry, there isn’t just one thing. Like baking a cake or running a marathon, there isn’t just one thing when it comes to marketing a business successfully.
It’s one step at a time.
Having said that, there are basic marketing principles you can use to market your business effectively and once you grab hold and action some of these consistently, review results and tweak as you go you can be well on your way to success and whatever that means to you.
Market your small business correctly, and you could be well on your way to turning it into a big one.
You can have the most amazing product or service in the world – but if you neglect your marketing, no one is going to know about it.
In order to market your small Australian business effectively, you need to connect with the right target audience. People have short attention spans, and this has never been more true than in the digital age. Without an effective marketing message and strategy, your business is doomed to get lost in the crowd.
Marketing has never been easier for businesses – big or small. With a wealth of digital tools at your disposal, there has never been more ways to connect with your target audience. Digital marketing is hugely effective when done correctly. It allows you to communicate with potential customers instantaneously, and it allows you to better identify who you should be targeting and why.
Use email marketing
Email marketing is the classic digital marketing tool. Though it’s been around a while, there’s a reason it’s stuck around so long. It remains to be one of the most powerful marketing methods most businesses have at their disposal. Studies have shown that for every $1 spent on email marketing, there’s a $38 return. This is one marketing tool that never fails to bring in revenue.
Identify your target audience
Narrowing down the demographics of whom you need to target will lower your marketing costs and time significantly. Look at your current customer base and identify what they have in common, why they buy your product, and what their other interests are. By examining your existing customers you can find out what potential customers you should be targeting, and design your marketing strategies and methods through that. Consider their:
Use what makes you unique
Your unique selling position is the reason why your customers choose you over other Australian businesses. This could be something you offer that your competitors don’t, or it could simply be an exceptional product or service. Identify what yours is, and use it to help you stand out from the crowd.
If you’re unsure what your unique selling point is, ask yourself the following:
What’s your favourite thing about what you sell?
Why do your existing customers choose you over your competitors?
How can people benefit by buying your product or service?
What aspects of your business do you use to describe to strangers?
Build your brand
Your brand embodies everything that identifies your business. It’s more than your logo, theme colour, imagery and tagline – though these things are important. Its what makes your business different, what makes it worth engaging with, and what its core values are. Your brand is what encourages buyers to become repeat customers.
Keep your loyal customers happy
Without your customers, you wouldn’t have a business. Its important that you do everything you can to encourage people who buy your product or service to be a repeat customer and engage with your brand long term. Do everything in your power to keep them happy, and aim to please them with every step of their purchase – from the quality of the product, to the quality of your customer service.
Keep them interested in your business and coming back for more with an email newsletter. Ask customers for their email address and design your newsletters and offerings in a way that makes them excited to open your email. Connect with them through social media and keep them updated on what’s going on in your business, including any new products or offerings you have going on.
Choose your marketing methods wisely
Use the information you’ve gathered about your target demographics to decide which marketing avenues to invest in. For example, if the majority of your target audience is 65+, it may not be the best idea to throw everything you have into social media marketing. You may find that more traditional forms of marketing are needed for this demographic, such as brochures, flyers and letter drops. However if the age group you’re marketing to is 18 – 35, social media is likely to be one of your most profitable marketing tools.
Monitor your marketing
Review your marketing to see what methods are bringing in the most revenue, and why. There are plenty of free analytic tools you can use to analyse your social media and digital campaigns. Look at what campaigns are successful, and what aren’t. If a campaign isn’t doing as well as you expected, the problem is likely to be that you’re not connecting with the right people in the right way. Compare unsuccessful campaigns to successful ones and identify where you can improve and how.
Jaffamn Eddie (AKA Eddie Bryant) is the fearless leader and Commander In Chief of Creative Copywriting Solutions, Eddies Content, Copywriting and other businesses under the Eddies brand. A published and well established “A-List” copywriter and visionary marketer Eddie and the team create marketing assets for businesses that keep delivering cash in the bank results long after the original investment using Australian copywriters and content writers for Australian businesses.
Eddie and his team are in partnership and connection with Australian business service professionals, Entrepreneurs, retail services and others hungry to multiply new and repeat sales online & offline using direct response copywriting, marketing and personal branding while also teaching people in business how to reduce their marketing waste.