Small businesses are in a unique position when it comes to marketing. Unlike bigger organisations, smaller businesses don't have the luxury of spending thousands on their marketing campaigns. But that doesn't mean all hope is lost, there are still many techniques startups can adopt! So what are some marketing strategies that startups can use?

Organic and Paid Social Media

When used correctly, probably one of the most effective marketing tools for startups. Social media allows startups to easily access thousands if not millions of people for free. The catch is that you need to know what you are doing, have a solid strategy, and create content that people will find interesting and will want to engage with.

You must be aware of the latest trends as things change all time; You'll also need to ensure that the content you publish (photos, quotes, blogs, infographics, etc.) actually bring value to your audience. 

You can push spend towards ads that are extremely targeted, increasing the chances of gaining returns on investment (ROI) and boosting both your visibility and sales. You can do all of this, without breaking the bank.

To own social media like a pro, make sure you are aware of the latest trends, have a strategy in mind, and know each social media platform inside out.

Blogging

Perhaps opposite to what many people say, blogging isn't dead. In fact, blogging is a great marketing tool! Having a blog featured on other sites can boost your ranking on Google. I won't go into all the details, but if your rank rises on Google, you're more likely to be featured on the first page and hence clicked on. Plus, if you manage to get your blog featured on a popular site such as Forbes for example, chances are that people will click through to check out your site for more blogs.

This leads me to my next point, blogging isn't just about appearing on other sites but also about having a blog of your own. Having your own lets, users learn a little bit more about you as a company. They can see how knowledgeable you are on certain topics, your viewpoints and perhaps a little bit about your culture.

Who knows, your own blog can start to bring more and more viewers, and before you know it, you have another revenue stream for your business. People can come to you requesting to have their blogs on your site!

Events & Pop-ups

Having a physical representation on the streets, such as a pop-up or a stand at an event is another great way to market yourself. Let's take the pop up as the first example. Imagine going around your city in a bright pink bus like Snog. This is bound to bring a lot of attention, traffic and customers to you. The thing about pop-ups is that they need to be captivating and offer a unique experience in order to catch the eye of the public. But once you do, word of mouth will quickly make you grow!

As for events, you need to try and think out of the box for this one. What would be something that would grab everyone's attention? Is it giving tote bags with gifts inside to everyone?

Perhaps you could have someone dress up, taking pictures with people or even have QR stickers all around the event that people can scan.

Think of how you can stand out from everyone while getting more attention. Then try to capitalise on it as much as you can. Google guerilla marketing in order to give you a better idea of what you can do!

Small businesses have one big advantage and that is speed. They must use this speed to capitalise on big news, announcements and etc in order to drive the traffic to their sites. They can use this speed to see what works or not and then easily change for a better strategy.

Happy Small Business Marketing!

Written by: Niccolo Monaco