Having a holistic and well-rounded marketing plan will give you the most bang for your buck. There really isn’t a single way to market your small business so it’s important you enact several different marketing strategies in order to boost your ROI. You should always avoid placing all of your eggs in one basket… So as if one plan fails, you will always have a backup. Transparency in marketing is essential to ROI. Causing confusion or not following through with basic customer service offerings could leave your small business in the dust. Below are a few great options that should be considered when building a marketing plan for your small business.
Utilizing the Google PPC program may seem intimidating, but as a small business it can be a great way for you to compete with big brands. This is especially true for local PPC ads and using PPC for local ROI benefits through search. Keep in mind you are only paying for an actual click on the ad, so no matter what your budget is, you will have complete control. The major downside to PPC marketing, is that it can be very time consuming. Strategy plays a critical role when using your marketing dollars towards PP so throwing all of your precious budget towards only using PPC is not advised. Creativity and ingenuity rules in Google’s eyes and increases ROI.
No matter what kind of advertising you do, SEO should be on the top of the list for any small business owner. Organic rankings have proven to return investment time after time. The most important questions you must ask yourself is; What am I trying to rank for? How do I want to dominate Google rankings and how much time do I need to invest in this. Just like PPC, SEO can be a time hog, but well worth the time it takes. Understanding the foundation of Google algorithms will empower any business owner.
While social media ROI efforts are currently difficult to track, the customer service benefits are very clear. As a small business, you can easily monitor social media chatter of your brand and squash any negative issues from the comfort of your computer. Excellence in customer service creates die-hard fans of your brand. We all want to be treated well when spending our hard earned dollar.
Business Development and all facets of it (online and in real life) are important. While networking can be scary, having real life leads can return healthy ROI. If networking isn’t your cup of tea, find someone on your team who thrives on it! It can take a special type of personality to succeed in networking and business development, but you can always research ways to become more confident and comfortable in establishing new relationships. A passionate business owner will need to stretch beyond the limits of comfort to give the brand exposure. More importantly, these types of relationships can turn into larger deals and long term relations which benefit all parties. Be genuine and have faith in your product and services, learn every single piece of your business and share your excitement with the world! Inspire others to want to seek out your advice and knowledge because no good deed goes unrewarded!
They key to ROI is creating a solid platform for all of your marketing efforts to thrive. It takes constant reporting and monitoring to ensure you are getting the best results from of your investment.