Marketing Growth Strategies for Small Businesses
As a good marketer knows, you have to keep an eye on the future to stay ahead of the curve on new trends, emerging marketing channels, and other fresh ideas to deliver brand messages. 2016 is in the past, and we are rapidly speeding through 2017, so I want to drop a few marketing strategies in your lap to help your small business succeed.
Mobile-Centric is the Name of the Game.
Over the past couple of years, we’ve seen mobile devices overtake the desktop computer in usage and search. Consequently, there was a big push in 2016 for small businesses to ensure that their web pages were optimized for mobile browsing. This mobile-friendly attitude was the first step towards being mobile-centric, but that journey is not over. Mobile-centric involves a lot of technologies and platforms, some of which are still emerging and only now being utilized for small business marketing purposes. The following are all mobile technologies that a small business should begin implementing their content-based strategies.
If you do anything mobile-related in 2017, then get a mobile app. Small businesses have been slow to build apps for their brands because of the high price of mobile development. Thankfully, now there are a lot of inexpensive, yet effective, options that can allow your company to propel itself into the mobile-centric world of 2017.
Mobile Payment Services:
Consumers are increasingly adopting mobile payment services like Apple Pay and Google Wallet. They want to be able to pay with a simple tap on their mobile device, whether they are in your store or shopping online. From a marketing standpoint, you not only want to offer this service but also advertise that it is a viable payment option.
Mobile Only Apps:
Many of the top downloaded apps are what are known as mobile-only apps. This means they aren’t available on desktop computers like Facebook and Twitter. Apps like Periscope, Instagram, Snapchat and others are rapidly growing in popularity. They present exciting new channels for small and large businesses alike to market themselves. 2017 will undoubtedly offer more of these mobile-only apps. Keep an eye out for this and stay on top of it!
Email marketing is certainly not a new trend, but it makes the list because of the severely misguided view that it is an “old school” tactic and no longer relevant. Data shows the exact opposite; email marketing is one of the most ROI strategies. The people that make the false claim that email marketing isn’t effective are the ones that aren’t using it properly. This tactic is all about providing audiences with relevant, valuable and helpful information, not jamming sales pitches down consumers’ throats.
Data Informed Decision Making:
A lot of people refer to this trend as a push to become data-driven. There is a lot wrong with that concept. It suggests that companies should use their big data and analytic tools to steer all of the decisions. Most organizations, and especially the small ones, lack the high-end, sophisticated big data tools and existing data culture that make a real data-driven approach possible. Even with these tools, the risks are very high. Data doesn’t always know best. As a small business, you should be pairing your data-born insights with the existing knowledge and opinions of your team members. This approach yields the safety and best results that don’t require you to overhaul your IT department.
Of all that I have stated above, being mobile-centric is of most importance. It’s the premier trend for 2017; everything that comes after mobile is just icing on the small business marketing cake. When it comes to providing value to consumers and retaining them as long-term, brand loyal customers, it all starts with how mobile-centric your small business is.