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“Integrated marketing offers opportunities to break through to consumers in new markets.” — Quote by Betsy Holdan, Senior Advisor, McKinsey & Co.
Small business is struggling with the effects of Covid 19 and its virulence. For such brands, the need to stay afloat and relevance while going head to head with bigger enterprises is a matter of life and death. Marketing the brand and its offerings with fiscal prudence is the order of the day for them. In this blog, we have put together some ideas that they can use to not only survive, but even thrive.
Below are the marketing strategies to be adopted by small businesses in 2022 and beyond:
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Commission or undertake a market survey to see where your company can move to or take advantage of the current scenario. As businesses shutter and new demands are created in the consumer market, opportunities for new items / services are being created. The new trends have to be embraced and the business prepared to stay with the times.
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List your business marketing objectives. Clarity of thought and vision of the brand owners, management about the business goals go a long way in formulating the most appropriate strategies. Brainstorm for days and weeks but in the end list the objectives. Small businesses have fixed budgets and should be realistic. Their objectives should be in the realm of discipline & fiscal prudence.
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Keep in touch with your existing client base. Reach out, say hello, ask them how you can help and what they need. Show empathy and compassion. Marketing is about making connections and relationships. Check with them about their expectations from you and what is not needed etc.
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Analyse your Current ROI. Review all the past and current marketing programs to see if they have been successful or not. See if your investments have got you the desired returns. If not, it's time to axe some initiatives and begin afresh with new ones.
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It might be seem passe' but email marketing is a strong way to stay in the minds and hearts of leads & clients. Personalisation of all these emails on the basis of profiles / audience segmentation is the way to go. No more generic emails that don't have any traction for anyone.
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Embrace social media marketing with a vengeance. Be on all platforms and put out well thought and curated posts, videos to attract the younger demographics. "how to" and solving problem videos and tutorials are a good way to gain eyeballs. Become an online resource of information and assistance.
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Invest in SEO. Search Engine Optimisation is always work in progress and requires due diligence & patience. Such work is always best left to a contracted vendor to take care of all such requirements. Start a blog on your website, put in relevant content and start seeing visibility via the virtues of SEO.
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About the Author
Akansha Singh
Akansha is a Digital Consultant having rich experience in Organic as well as Paid Marketing, Marketing Automation, Lead Generation, Email Marketing and also in Social Media Management. Her main forte is to help you grow your business through strategy and planning.
