Smaller companies are always faced with the prejudice that they cannot keep up with the big companies when it comes to marketing. Yet this view has long been obsolete. Social media platforms in particular are the ideal platform for small businesses to address their own target audience in a cost-effective and targeted way. But creating company profiles in different social networks is not enough. After all, the channels must be sustainably supported and maintained for the target group. This takes time. In addition, medium-sized companies should not lose sight of the benefits of offline advertising. In order to benefit from both and to ensure that the marketing activities are actually perceived by the target audience, we recommend these strategies.
1. Conquer the internet
Do you want to expand your customer base and reach a larger target group? First of all you need an attractive website and in addition it is important to have profiles on the most important social networks (especially Facebook and Instagram ). Do you already have both? Then this is a very good start. Now all you have to do is upload unique content to your platforms. For example, add a blog section to your website where you can regularly provide tips or insights into your daily work. You will come into direct contact with your target group via social media. In this way you ensure interaction and build a lasting relationship with your audience.
2. Rely on storytelling
More and more people and the media are interested in the story behind a product or company. And that is exactly what you have to tell in an appealing way. That’s what storytelling is all about: show the human side of your business. Step by step, for example the founding story or take on the role of an expert. This way, your business will also benefit from storytelling. After all, you can act as a contact person for newspaper or radio reports. A nice extra is that this is also advertising for which you do not have to pay.
3. See regionality as an advantage
Compared to large companies, whose target groups are generally widely distributed, small businesses benefit from the fact that potential customers are virtually on the doorstep. This has benefits for all types of advertising activities. These have a much more targeted effect due to their regional focus, while large companies, when it comes to marketing, often suffer from strong scattering effects. Become active yourself and distribute flyers, brochures or personalized promotional items directly to potential customers in your immediate vicinity and thus personally set your marketing campaign in motion.
4. Become a networker
That’s not what we mean by “social media expert”. Networking is more about business contacts that you make through targeted business conversations. For example, invite your suppliers or partners to a round table and talk over a cup of coffee about possible future possibilities or further cooperation. On the one hand, your business partners will feel valued because they are drawn into your trust.
On the other hand, this exchange can lead to new synergy effects or opportunities for collaboration. After all, your partners also have many years of experience in the business world and are guaranteed to have a few tips ready for you.
Combine classic and new advertising channels
Marketing has now become an indispensable task for small businesses as well. After all, the internet today opens up many possibilities for quickly and cost-effectively increasing one’s awareness. At the same time, however, there are still classic tools, such as print advertising or business conversations, that midsize companies should not ignore when designing a comprehensive marketing strategy.