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Infographic: 7 ways to market your local business on a low budget
Marketing is a necessity for businesses of all types and sizes. However, small businesses may only sometimes have a large enough budget to launch a massive campaign. The good news is that you do not need a huge budget to market your small business successfully. Here are seven inexpensive ways to reach consumers on a budget.
1. Use free online marketing tools
Small businesses can leverage free marketing opportunities provided by search engines. For instance, by creating a profile on search engines, your business will rank in the top results when users enter "near me" queries. With optimization strategies like geo-targeting and local Search Engine Optimization (SEO), local businesses can appear at the top of the search engine results page without spending money.
A survey of online user behavior shows that there has been a 200% surge in "near me" searches since 2017. The survey also reveals that 97% of users discover local businesses through online searches and that there is a 50% chance that users will visit a business's website from their search engine profile.
Search engines make it simple for consumers to find the nearest business providing the goods or services they seek. This is an important area to concentrate your marketing efforts on, especially if you are on a budget.
2. Use email marketing for informational or promotional advertising
Email marketing drives a worthwhile return on investment (ROI). For every dollar spent, businesses earn an average of $36 from email marketing efforts. Utilizing email marketing to maintain communication with your customers while ensuring they are aware of complementary product offerings is a great way to increase sales.
Pocket-friendly email marketing tools with automated functions make this strategy relatively simple for small businesses. Here are some useful tips for running a successful email marketing campaign:
- Online users are information-centric, capturing their attention with informative content[CS1].
- Send frequent promotional and sale emails to entice your subscribers to purchase.
- Maintain a consistent schedule. You can deliver emails daily or weekly to keep your subscribers engaged.
- Keep the email content succinct. Be straight and to the point.
3. Cultivate sustainable practices
One way to raise local brand awareness is by positively contributing to the community. Some examples of how your business can get involved in community-centered activities include:
- Partner with the local government for environmental beautification.
- Mobilize the community to participate in recycling projects.
- Donate or participate in community causes, such as raising funds to save abandoned animals, raising funds for local students, or helping cancer patients.
- Organize social events, such as annual runs to raise awareness for cardiovascular illness or cook-offs for businesses running eateries.
4. Capitalize on the right social media platforms
While social media users are on the rise, especially in the under-30 age bracket, this trend does not translate to a market niche for small businesses. Strategizing is vital to driving a positive ROI from your social media marketing efforts.
Some strategies for succeeding with social media marketing include:
- Focus on the platforms your target audience frequents. Each social media site has distinct demographics requiring different marketing techniques.
- Utilize the free analytics tools on social media platforms to understand the characteristics of your audience.
- Engage with your followers and subscribers to build brand awareness and loyalty.
- Remain consistent in posting.
5. Prioritize mobile advertising
Research shows that worldwide mobile ad spending will grow to 494 billion by 2024. The global rise of smartphones is driving this trend. There are several inexpensive ways to market your business to mobile users. These include:
- Optimize your website for mobile devices and ensure quick response times.
- Use free tools to create mobile videos for marketing. Most tools have integrated features that simplify the creative process.
- Use stories on social media platforms to generate user traffic.
- Send out SMS offers.
6. Use traditional advertising methods
Print advertising is effective for small, geo-specific businesses with localized markets but is one of many traditional advertising strategies available. Some cheap ways to increase profits through traditional ads include:
- Advertise on a local billboard.
- Include loyalty programs to retain clients.
- Try sponsorships to raise brand awareness and perceived brand value.
- Network at real-life events in the community. Hand out flyers, business cards, or pamphlets, or participate in local events to increase your network size.
7. Form strategic partnerships
You can also promote your small business by partnering with businesses that provide complementary products or services. This can make it easier for locals to fulfill their purchasing requirements.
You can better the package deal by subsidizing the product or service combination. If you pursue this strategy, however, ensuring that the companies you partner with share the same values is important.
For example, partnering with a reputable organization like the BBB is a great way to strengthen your reputation. By getting accredited with the BBB, consumers will know that your business is trustworthy and adheres to the BBB values, which will boost your brand value.
Get started
Marketing is the most effective way to build awareness for your small business within the local community. You do not need a big budget to market your business successfully; many free or cheap tools are at your disposal. Visit the BBB Business News Feed for more useful tips and tricks that will help you start your marketing journey.
Learn how to Get BBB Accredited.
BBB of Southern Piedmont and Western N.C. contributed this article.