Maximize Your Marketing: Practical Tips for Small Business Success

Quite often, you can find us out in the community attending networking events. We love learning about others’ businesses and sharing ideas. Often, business owners think a single post on their social media can be a game-changer. A friend recently said, "I just need a video to go viral!" The reality is that to make an impact; you need a marketing strategy supported by a solid sales effort and good business practices. This made me reflect on where small businesses might miss opportunities to grow by not taking full advantage of marketing strategy. This month on the blog, we will share a few common things we see missed with social media, email marketing, and community events. 

Social Media

• Content with a Purpose
  We often see businesses posting without a clear purpose—just checking it off the list. This usually shows in accounts that lack regular posting and consistency. Often, every post is a sales pitch. Think of it like this: if you had a friend who tried to sell you something every time you saw them, would you still want to hang out with them? Probably not! So, let’s not do that with our social media accounts.  Before posting, think about the story you want to tell about your brand. Review your business goals and consider how your content can support those goals. Content can be educational, entertaining, or informative—it doesn’t always have to sell. For instance, if you have a half-price sake night, instead of posting the same flyer repeatedly, why not educate people on sake? You could create videos on how to order sake, the differences between premium and budget options, the best ways to enjoy it, or what dishes it pairs well with. The goal here is still to promote your half-price sake night, but you’re doing it in a way that adds value by educating your followers on the different sakes you offer.

• Get Involved in the Conversation
  I see time and time again businesses ignore comments and DM on social media! Just like at an event, if you never interact, it’s tough to build connections—and this is true on social media. Engage by responding to DMs and comments, and reach out to potential partners and vendors. Social media provides a direct line to your audience, yet many brands miss out by ignoring messages and comments. By engaging, you can turn followers into loyal fans. Imagine someone asking a question in your physical location—you wouldn’t ignore them! When you don’t respond online, it’s essentially the same thing.

• Elevate Relationships
  Move beyond social media by bringing followers to your email or SMS list. When you capture their contact information, you’re not limited by algorithms or platform popularity—you can connect whenever you need.

Email Marketing

• Monthly Email Marketing: We’re seeing fewer small businesses investing in email marketing, often focusing solely on social media. However, email marketing consistently drives reservations, sign-ups, and business growth. Now more than ever, it’s crucial to build and regularly engage with your email list. With email, you own the list, so you’re not at the mercy of changing social media algorithms or platforms’ popularity. Plus, email allows you to reach customers who aren’t active on social media.

• Communicate with Purpose
  Decide how frequently to reach out to your audience and maintain a consistent schedule. Monthly emails give customers a chance to get to know you, see you as an industry expert, and build trust in your brand.

• Grow Your List
  Invite customers and visitors regularly to join your email list. Building a strong, engaged list takes time, but the return on investment from active, interested subscribers is invaluable.

Networking & Community Events

• Bring Business Cards
  It might seem old-fashioned, but business cards are still essential. When meeting multiple people, remembering everyone’s name can be challenging. A business card provides a tangible way to follow up and stay connected without getting lost in your phone’s endless contact list.

• Follow Up
  After a great conversation, follow up with an email to schedule coffee or learn more about their services. If you’re representing a brand at a larger event, send a follow-up email thanking attendees for stopping by, sharing a bit about your offerings, and maybe even offering a discount to visit! Building your network takes time, and your next customer often comes through connections made at community events or through their networks.

These are just a few ideas to help you get more from your marketing dollars. As small businesses, it’s essential to be strategic with our budgets and ensure we’re maximizing every effort.