Blog updated 10th July 2024
Many small business owners don’t have time to do any marketing for their business. The other problem is they also don’t want to pay someone to do it for them, as they don’t see the value, or they’ve been burnt in the past or both. So what is marketing and why should you bother doing it? (read more)
Simple answer, marketing is the lifeblood of every business large and small. If you’re not promoting your message to your audience. How do you expect leads to come into your business?
The internet runs on keywords and if your online assets are not optimised for prospects to find you, then you are unlikely to appear if they are searching for a business like yours.
Likewise If someone goes to your Facebook personal page and they can’t see a link to your website, they be aware that you have a website.
I hope i'm painting a picture here?
Marketing is the bit you do before sales and after-sales and before sales and after-sales and so on and so forth. If you are trying to market too many services that could also be a time thief for you, luckily I wrote about that here
small business marketing is not magic, it's strategy and consistency
So how can you market your small business if you don't have time?
1. Collaboration
Join forces with a company who complement your products and services, so for example, if you are a therapist that helps people with stress and relaxation techniques. You could not partner up with someone who sells oils or scented candles. If you both have an email list you could send a mailer out to your list promoting each others services you could also share news about each other on your social media platforms.
2. User Generated Content
Talking of social media, have you thought of asking or encouraging your customers and followers to create content to post on your social media platforms? You could ask for check-in’s or a video testimonial or written review.
So for example, if you were a fitness instructor, you could ask your students to use before and after photo’s to show people how effective your strategy is.
41% of local businesses depend on social media to drive revenue (fundera)
3. Ask for referrals
Customer referrals are something else that you should consider especially if you have a good CRM platform or an up to date spreadsheet.
Just create an offer which gives your customers great value for referring and then email it out to them. You could even run a competition amongst your customers to see who is the best referrer.
4. Automate Your social media
You can easily automate some or all of your social media, using tools like IFTTT, Feedly and Buffer. The key to getting this right is creating batch content, you can quickly and easily create multiple themed posts for your social media platforms using tools like canva.
Before you start creating your content it is advisable that you plan the messages that you want to share with your audience. Be sure to accomodate for any holidays that you have booked for yourself so you can take a break from social media during holiday season.
If you can get this right you will soon be scheduling your social media posts weeks in advance.
5. Ask for customer feedback
Online marketing forms like Google Forms and SurveyMonkey save you valuable time by gathering insightful data from your customers, you may find some of the feedback they provide helps you when you are thinking about what product or service to offer them in the future.
If you have an email list I would encourage you to get started on this right away. Maybe you could ask for feedback on why they signed up to be on your list, or ask them what they thought of your lead magnet.
6. Create a custom email signature
Your email signature is a powerful tool when it comes to online marketing especially if you are active online and sending out and replying to your emails. That space under your name can be used to promote all or some of your online assets, whether it be your website, landing page or social media platforms.
You could also use the email signature as a place to put your client qualifying message.
7. Business Networking
Offline networking can be a great way to market your business, but please do it properly. Make sure you are prepared with any one of a business card, website or well optimised LinkedIn profile.
A word of warning, when you first go networking, no-one is going to buy off you the first time they see you. They are going to check you out first, and if they like what your about, they may connect with you on LinkedIn or even bounce onto your website to find out more. (make sure your assets are easy to find).
If you don’t have business cards or a website then at the very least send everybody that you engage with a personal email thanking them for their time.
Online networking is pretty much the same, don’t be that person who shouts buy my stuff and is not interested in other people.
Use your time networking online to answer questions and help others, what will happen is some people will go and check out your LinkedIn page during the meeting to see what you are all about.
If your profile has the right message which resonates with them and the solution you provide is for a problem they are looking to solve then boom, you may have just got yourself a potential new customer.
hot tip: if you're using an email signature, your readers will be able to click through to your online assets
8. Send regular emails to your list
Have you been collecting customer data from the very first moment you started your business? If the answer is yes then you should be doing email marketing if you are not already.
This one method has been responsible for me generating revenue for my business almost on autopilot. Email is a great way to stimulate your business with new orders, get rid of excess stock or launch a fabulous new product or service
Most importantly email is great for reminding your customers that you are still in business and to think of you when they are ready to buy.
9. Repurpose Existing Content
When you're pressed for time, one of the smartest things you can do is repurpose content you've already created. Got a blog post?
Break it down into bite-sized social media posts. Held a webinar recently?
Turn the highlights into a blog post or a downloadable guide. This not only saves time but also keeps your content fresh across multiple platforms.
10. Leverage Local SEO
Optimising for local search can make a big difference. Start by polishing up your Google My Business profile. Make sure all your information is accurate and up-to-date.
Encourage happy customers to leave reviews on local directories and review sites. This boosts your visibility in local searches, making it easier for nearby customers to find you.
11. Email Drip Campaigns
Setting up automated email sequences is like having a marketing assistant who never sleeps. Use drip campaigns to nurture your leads over time.
Personalise these emails to make your prospects feel valued and keep them engaged with your brand. Over time, this builds a relationship and can convert leads into loyal customers.
12. Utilise Influencer Marketing
Working with micro-influencers in your niche can give your business a big boost. These influencers have dedicated followers who trust their recommendations. Offer them free products or services in exchange for reviews and social media mentions. This can greatly extend your reach and bring in new customers.
13. Implement Chatbots
Chatbots are a lifesaver for busy business owners. They can handle customer inquiries and capture leads 24/7, ensuring you never miss an opportunity. Integrate chatbots with your website and social media platforms to provide instant support and keep the conversation going, even when you're off the clock.
14. Host Virtual Events
Engage with your audience through webinars, live Q&A sessions, or virtual workshops. These events are not only great for building relationships but also for showcasing your expertise. Promote these events through your email list and social media channels to ensure a good turnout.
15. Guest Blogging
Writing guest posts for popular blogs in your industry can expose your business to a wider audience. Make sure your guest post is packed with value, and include a link back to your website in your bio. This drives traffic to your site and can help establish you as an authority in your field.
16. Invest in Video Marketing
Videos are incredibly engaging and can help you connect with your audience on a personal level. Create short, compelling videos that showcase your products or services. Share these videos on YouTube, social media, and your website to capture attention and drive engagement.
17. Focus on Retargeting Ads
Retargeting ads are a powerful way to bring back visitors who didn’t convert on their first visit. By showing customized ads based on their previous interactions with your website, you can remind them of what they’re missing and entice them to come back and complete their purchase.
18. Outsource When Necessary
Sometimes, the best way to manage your time is to delegate. Consider hiring virtual assistants or freelance marketers to handle routine tasks. This frees you up to focus on high-impact activities that drive your business forward. Outsourcing can be a game-changer when you’re juggling multiple responsibilities.
19. Engage in Community Activities
Getting involved in your local community can be a great way to build brand awareness and loyalty. Sponsor local events or participate in community projects. These activities not only promote your business but also show that you care about the community, which can endear you to local customers.
20. Focus on Content Quality Over Quantity
When time is limited, focus on creating high-quality content, even if it means posting less frequently. High-quality content that provides value to your audience will have a greater impact than frequent, low-quality posts. Ensure your content addresses your audience’s pain points and interests.
21. Monitor and Adjust Your Strategy
Regularly review your marketing analytics to see what’s working and what’s not. Be flexible and willing to adapt your strategy based on performance data. Continuous monitoring and tweaking will help you optimise your efforts and achieve better results over time.
So what do you do if you’re still too busy to market your small business?
Well, this is where I would recommend looking around for someone to help you do it. You see most small business owners never get around to having an effective marketing strategy.
This means there are always opportunities that they completely miss out on, which makes life easier for the competition. It is not surprising when you consider how many different ways there are to market a small business.
The best thing is to choose one method of marketing and implement it in your weekly routine. If you get some good results then look to improve on it or automate it if possible.
But if you are still time poor then just pay someone to do your small business marketing for you. There are so many different things that you can do to market your business and it is nigh on impossible for any one individual to do them all.
So what are the benefits of paying someone else to do your small business marketing?
The biggest two benefits are time and money.
Every hour that you spend on Facebook posting and commenting is an hour that you are not actually making any money for your business.
Unless of course you already have an effective Facebook strategy, with a call to action, a funnel and an end result
If you pay yourself £25 per hour, and you spend one hour per day doing your own marketing.
Then you are costing your business £500 per month. (£25per hour x 5 days x 4 weeks)
Likewise, if you can afford to take 20 hours a month out of your business to do marketing then you either have a very successful enterprise or you are not very busy, which probably comes down to your lack of marketing previously.
Believe me when I say it will save you money
giving your marketing responsibilities to someone else allows you to focus on the the important things like:
What to consider before you pay someone to market your business for you?
You need to make sure you know your numbers
Your website analytics can be used to measure the amount of visitors you currently get to your website from your existing marketing.
Social media analytics can be studied to measure the effectiveness of the marketing your currently doing.
The breakdown of your customers, are they subscribers or one-off purchasers, do they pay on direct debit or ad hoc, what is your average order value?
Understanding all of the above will allow you to decide on what strategy you want your hired marketer to follow and also what kpi's or targets you will put in place for them.
Quite simply you are the expert at what you do, if you have not got the time to market your business then get someone who is skilled in their field to do the marketing for you.
I understand if the vast amount of marketing advice out there can overwhelm or scare you but there are many experts in their fields that can help and guide you.
If you would like to discuss your sales and marketing strategy and how it can be improved then get in touch, comment below, or catch me on one of my social networks.
Excellent post with a lot of wonderful suggestions and ideas for small business owners. Completely agree with the need of visible social media presence and building an email list for businesses to grow loyalty.
Many businesses that are hurting due to the current lockdown can hopefully use your tips to enhance their online presence and enhance digital revenues when traditional sales are slowing down.
Thanks for sharing!
Joshi,
thank you for your kind words.
I really hope that businesses can turn this current situation to their advantage, by taking time to really refine what they are offering, who they are offering it to and how they deliver their offering. Zoom has been a lifesaver for several of my clients as it has allowed them to continue offering paid consultations without impeding their income. Unfortunately, there are still too many people who are afraid of technology and will have to toughen up if they want to succeed when we come out of this crazy period. The world is going to change because of this, we need to adapt, there is no other option.
I found your post an interesting marketing strategy, and this is great for those who can afford to pay someone to help them market their business but the majority of people are not in the situation to afford to pay often is their main problem
Email marketing is the number one marketing strategy, and I earn 90% of my income through my publications simply because the people who sign up are very interested in my products and services.
Jeff
Jeff,
thank you for your comment.
You are spot on my friend, not everybody can afford to pay someone to market their business for them.
But at the same time, I have come across many clients who spend 5 hours a week marketing their business and get little or no return from it.
This is normally due to the fact that they don’t know what they are doing, or for them, it is a last-minute activity to be fitted in at the end of the day, with no passion going into it so this reflects in their message “Buy my stuff” and all those other signals that send buyers running for the hills.
I have finally started with my own email marketing and it has been number one the best thing that I could have done to move my business forward.
Some really sound advertising information here, well done. I had to look up IFTTT, which means I am not cool.
Thank you for your comment David.
You are cool not everybody understands these acronyms or whatever they are called these days.
Zapier is another great bit of software for connecting apps to each other so they automate some processes for you, give me a shout if you wish to discuss some of this further.