Easy Marketing Ideas for Small Businesses in 2021
2020 was an especially difficult year for small businesses. Even as COVID vaccinations continue and we anticipate a return to (almost) normal business operations, we’ll still be living in this new, socially distanced normal for most of 2021, so your marketing plan needs to accommodate this.
Photo by Dominika Roseclay from Pexels
With the digital world taking over, there are some great options when it comes to marketing your business in 2021, and most don’t require much time or money to pull off.
Here are three low-cost, high-return marketing strategies to add to your 2021 toolkit:
1. Connect to your audience with video
In the age of social distancing, the best way to establish and maintain a personal connection with your customers and prospects is via video. Luckily, it’s easier than ever to create and edit videos – if you have a smartphone, you have a 4K camera and editing suite in one, along with the ability to share your video instantly.
Don’t aim for polished perfection – audiences today are savvy enough to know when they’re being sold to, and they want authenticity above all.
Why do you need video? Consider the stats. TikTok has nearly 100 million active users in the US alone, Youtube Shorts gets nearly 3.5 billion views a day, and 74% of US adults use Youtube. Live video is also extremely popular on other platforms, like Facebook and Instagram. Additionally, a HubSpot Research report found that 50% of consumers want to see videos from brands over any other type of content. It’s clear that video is dominating social media.
If you aren't creating video, chances are you’re falling behind.
2. Deliver brand authenticity on your blog and social media
As Seth Godin so eloquently put it, “People do not buy goods and services. They buy relations, stories, and magic.”
We have entered the age of authenticity in marketing; customers today can spot sales-y hogwash a mile off and it doesn’t work for them. Instead, winning customers requires you to be genuine. Work out what your business stands for and align your marketing with your core values. Posting photos, showing behind-the-scenes glimpses of your business, and telling your brand stories are all great ways to show authenticity.
Social media is one of the best ways to build your brand as it cuts out the marketing middleman, allowing you to engage directly with your audience and let them know what your company is all about, without them feeling like you’re “selling” to them. Similarly, posting regularly on the company blog creates a resource for people who want to learn more about your business. Focus on providing content that is engaging, creative, and valuable.
“People do not buy goods and services. They buy relations, stories, and magic.”
Your reward for authenticity? Increased sales and brand loyalty.
3. Leverage Micro-Influencers
Don’t assume that all influencers are out of your budget. With between 1,000 and 50,000 followers, micro-influencers are much more accessible than their big-name counterparts, and their higher level of engagement with their audience means they are a great way to really connect with your customer base.
Posts, likes, and shares are some of the best digital tools available to marketers, and influencer marketing remains a great option for many businesses. To identify the right micro-influencers for your brand, try the following:
Use hashtags to identify people who are already interested in your product or service
Look at the people already following your brand on social media; do any of them have a large following?
Do a search for bloggers specific to your industry. If you run a gym, you might want to search for health and fitness bloggers, for example.
When choosing the right influencer for you, look for someone who matches your brand, posts regularly, and who gets good engagement on each post. Are they getting a high rate of likes and comments? The more audience interaction they receive, the better their persuasive influence is likely to be.
In terms of compensation, options include a flat fee per post, a free product, and promo codes for them to share with their audience. Arrange the details upfront so expectations are clear on both sides.
If you’ve been having trouble evolving your marketing system – whether that means embracing social media or fostering employee advocacy – The Alternative Board can help.
