Basic Small Business Marketing Strategies

Small business marketing refers to the strategies and tactics to promote products or services and reach a small business’s target audience. Because small businesses typically have limited resources, their marketing efforts may be focused on a specific local area or target audience. They may include a mix of online and offline marketing tactics.

Small business marketing can include a wide range of activities. Some examples include:

  • Creating a solid brand identity and developing a marketing plan
  • Developing and distributing marketing materials
  • Using social media and other online platforms to connect with customers
  • Participating in local events and community activities to raise awareness of the business. 

Small business marketing aims to generate leads and sales and build a loyal customer base.

What are some small business marketing strategies?

Small businesses can use different marketing strategies depending on their goals and resources. Some common approaches include:

  1. Creating a solid brand identity and ensuring consistency in marketing materials – think logo, website, and social media channels.
  2. Building a customer email list and sending regular newsletters or promotions to keep customers engaged and informed about your business.
  3. Leveraging social media to connect with customers, share content, and promote your products or services.
  4. Offering promotions, discounts, or other incentives to encourage customers to try your products or services.
  5. Collaborating with other businesses or influencers to reach a broader audience and gain exposure for your brand.
  6. Investing in search engine optimization (SEO) to improve your visibility on search engines and attract more organic traffic to your website.
  7. Creating and sharing engaging, high-quality content, such as blog posts, videos, or infographics, to attract and retain customers.
  8. Focusing on customer service and building positive relationships with your customers to encourage repeat business and positive word-of-mouth.
What kind of stories should small businesses tell in their marketing efforts?

Small businesses should focus on telling stories that resonate with their target audience and highlight the unique aspects of their brand. Tips to achieve this can include:

  • Stories about the history of the business
  • The inspiration behind their products or services
  • The challenges they have overcome
  • The positive impact they have made in their community.

Some examples may include the following:

  • An artisanal bakery might tell the story of how the owner learned to bake from their grandmother and how they use traditional recipes and techniques to create their delicious pastries.
  • A fashion boutique might tell the story of how the owner sources clothing from independent designers and supports the local fashion community.
  • A small artisanal soap company might tell how they started making soap as a hobby using natural ingredients and sustainable packaging.

These stories can help small businesses connect with their customers on a deeper level and differentiate themselves from larger, more impersonal brands. By telling authentic, engaging stories, small companies can create a solid emotional connection with their customers and build a loyal following.

What are some good ways for small businesses to develop trust with clients?

Developing trust with clients is essential for the success of any small business. Here are some ways that small businesses can build trust with their clients:

  1. Be transparent and honest in all your interactions with clients. This means being upfront about your pricing, services, and policies and not making false or exaggerated claims about your products or services.
  2. Provide exceptional customer service and be responsive to your client’s needs, which means being available to answer questions, address concerns, and resolve any issues promptly and professionally.
  3. Deliver on your promises and meet your client’s expectations. If you say you’re going to do something, make sure you follow through and do it to the best of your ability.
  4. Be consistent in the quality of your products or services. If you consistently provide high-quality products or services, your clients will come to trust that they can count on you to deliver what you say you will.
  5. Use testimonials, reviews, and referrals to show potential clients that others have had positive experiences working with your business, which can help build trust and credibility with potential clients.
  6. Be transparent about your business practices and policies. Include sharing information about your supply chain, sustainability efforts, or community involvement.
  7. Be responsive and communicative with your clients to keep them informed about the progress of their projects. Be available to answer questions or address concerns as they arise.

Building trust with your clients is about consistently providing high-quality products or services, being transparent and honest in your interactions, and being responsive and communicative throughout the process. And, yes, building trust is all about the outcomes of your marketing efforts.

Other Marketing Resources for Small Businesses

Canva Benefits for Small Businesses

Canva is a fantastic graphic design tool for small businesses looking for a DIY design model for creating marketing materials. Canva allows users to create visual content for various purposes, such as social media posts, presentations, and posters. It provides users with several templates, design elements that customize to fit their needs, and various tools for editing and enhancing images. Canva is available online and as a mobile app, and it offers both a free version and a paid subscription plan with additional features and access to more content.

Why are businesses using Canva?

Businesses use this fantastic tool for many reasons. One of the main reasons is that it allows them to create professional-looking visual content quickly and easily without the need for specialized design skills or software. As a result, Canva can save businesses time and money and help them create more consistent and effective marketing materials. Additionally, Canva’s templates and design elements are customizable, so businesses can create tailored content for their brand aesthetic. Furthermore, Canva’s online platform and mobile app make it easy for teams to collaborate and work on design projects, which can be especially useful for businesses with remote or distributed teams.

What are some specific business applications?

Some specific business applications for Canva include creating marketing materials such as social media posts, ads, and email newsletters; designing presentations and infographics; creating branded documents and other collateral; and editing and enhancing product images. People can also use Canva to create visual content for websites, such as banner images, headers, and promotional materials like posters and flyers. Additionally, businesses can use Canva to create and print physical products, such as business cards, stickers, and marketing collateral.

What skills do you need to learn how to use this tool?

To learn to use Canva, you should understand basic graphic design principles, such as composition, colour theory, and typography. Additionally, it can be helpful to have a creative eye and an understanding of your business’s brand and aesthetic so that you can create designs that are effective and consistent with your brand. But this isn’t necessary, as Canva is accessible to people of all design skills. With practice, anyone can learn to use Canva to create professional-looking visual content.

Canva is generally easy to use. It has a user-friendly interface and provides users with various customizable templates and design elements to fit their needs. It also offers a variety of tools for editing and enhancing images, which are intuitive and straightforward to use. Additionally, Canva provides a range of tutorials and other resources to help users learn how to use the platform, so even if you are new to graphic design, you can quickly learn how to create professional-looking designs. Most people find Canva relatively easy to use, even without experience with graphic design.

Do I need to pay to use it?

Canva offers both a free version and a paid subscription plan. The free version includes access to a wide range of templates, design elements, tools, and the ability to create and share designs. However, the free version is ad-supported and has some limitations, such as a limited selection of images and templates and the inability to use certain features, such as the ability to save designs as PDFs or to upload custom fonts. 

The paid subscription plan, called Canva Pro, removes these limitations and gives users access to additional features and content, such as more templates and images, the ability to save designs as PDFs, and upload custom fonts. Canva Pro also includes access to additional design tools and features, such as advanced editing capabilities and the ability to create and share design templates within a team.


Coworking for Small Businesses

One of the more interesting conversations we’ve had on A Little Marketing, our podcast with Blue Whale Communications’s Nikki Gillingham, was with Caterina Mazzone of Metspace. Metspace is a coworking business with locations in Montreal. During our conversation, we discussed the benefits of working in such an environment and, of course, the benefits.

Watch our episode to learn everything Caterina has to say!

Caterina Mazzone of Metspace discussed the benefits of working in a coworking space.

What is a coworking space?

A coworking space is a shared workspace where people from different companies and organizations can come together to work. These spaces often provide high-speed internet, printing services, conference rooms, and a community of like-minded professionals. Offices like these are becoming increasingly popular as a flexible, cost-effective alternative to traditional office spaces.

What kinds of businesses best fit a coworking space?

A shared office space can be a good fit for many businesses, including freelancers, startups, and small to medium-sized enterprises. However, coworking spaces generally are best suited for companies that value flexibility, collaboration, and cost-efficiency. Some examples of businesses that may be well-suited to working in a coworking space include digital marketing agencies, design firms, software development companies, and other businesses that can benefit from this environment.

What are the benefits of working in a shared office space for a small business owner?

There are many benefits of working at a shared office space for a small business owner. Some of the most significant benefits include the following:

  1. Cost savings: Renting space can be much more affordable than leasing a traditional office space. Valid especially for small business owners who may only need a little space.
  2. Flexibility: Most shared office spaces offer flexible lease options, which is helpful for businesses that need to scale up or down quickly.
  3. Collaboration: Coworking spaces allow for collaboration and networking with other professionals. Business owners can drive new business opportunities and valuable connections.
  4. Community: Many of these spaces have a strong sense of community and can provide a supportive and collaborative environment.
  5. Amenities: Coworking spaces often provide high-speed internet, printing services, and conference rooms. Access to these tools is excellent for small business owners who may not have these resources.
What are the networking benefits of working at a coworking space?

Working in a shared office space can provide many networking benefits. Some of the most significant benefits include the following:

  1. Access to a built-in community. Many coworking spaces have a strong sense of community and provide opportunities for members to connect and build relationships.
  2. Opportunities to learn from other professionals. Gain valuable insights into different industries and business models.
  3. Exposure to potential clients and partners. Coworking spaces often attract a diverse range of businesses, allowing small business owners to meet potential clients and partners.
  4. Access to a supportive and collaborative environment. Working in a shared office space can provide a supportive and collaborative environment to help small business owners thrive and grow their businesses.
Can my business be listed on Google Maps and Search if I work at a coworking space?

Your business can be listed on Google Maps and Search if you work at a coworking space. However, the specific requirements for being listed on Google Maps and Search may vary depending on the location of the coworking space and other factors. For example, the shared office space must be a permanent, physical location open to the public during regular business hours. The address must also be verifiable through a third-party source, such as a government agency or business directory. Therefore, checking with the coworking space and Google is essential to determine whether your business is eligible for listing on Google Maps and Search.

How To Use Event Marketing To Market Your Business

Whether you’re a small, medium or large business, finding new ways to market your business will always be a critical piece of the puzzle. Getting innovative with your marketing tactics can help you attract new clients or customers and keep current ones extra engaged. One exciting strategy businesses use to market their business is event marketing – hosting a live event. Whether the event is in-person, virtual or a hybrid, a live event allows you to share your valuable knowledge with a large audience in a more in-depth and engaging setting.

What is Event Marketing?

Event marketing is a strategy that businesses use to promote their brand, products or services through real-time, live engagement. During these events, audiences can interact directly with event representatives.

The truth is that your business has made it as far as it has today because of your expert knowledge in your industry. Your customers turn to your business because they trust you have valuable knowledge and resources to help them. Putting on a live event allows you, as a business owner, to continue to showcase all that your business has to offer.

You could put on an event for a new product or service launch, for presentations with expert speakers from your business, to promote an exciting new business endeavour or for any other reason that brings a large number of potential clientele to hear you speak.

So, if you want to learn more about putting on a live event to market your business, we have the inside scoop on event marketing!

In the latest episode of A Little Marketing, a Podcast with Nikki and Mark, we chatted with Enzo Palermo of Tecnika, event technology specialist in Montreal, Quebec. Our discussion discussed event planning and things to consider for virtual and in-person events. Enzo shares valuable information on how you can launch a live event to market your business.

Event Marketing with Guest Expert Enzo Palermo

Enzo Palermo of Tecnika Productions discusses event marketing on our latest episode of A Little Marketing

So, what exactly is the purpose of putting on a live event? Well, Enzo says that it’s all about making connections, which is crucial for any business, “At the end of the day, we’re trying to connect people to people…We have a message to deliver. So, how do we deliver it?”

Live events. That’s how those connections are delivered.

But there are various formats of live events. Traditionally, these events have mostly been in-person, but in the wake of the pandemic, virtual and hybrid live events are becoming increasingly popular.

“It’s hard to replace face-to-face with virtual, but there’s a place for virtual, I think, for a long, long time. Think of the reach you can get with a virtual event,” Enzo says.

He also mentions that hybrid events are trendy now. Hybrid events allow attendees to attend virtually or in person – an excellent option for businesses with a wide geographic range of clients.

“If the pandemic taught us one thing…it’s that we need to try new things. The pandemic forced us to do that,” Enzo says about hybrid live events.

So which platforms to use for either hybrid or virtual events? Enzo says, “There’s no magic formula… but I sometimes find when you combine different platforms, you get the best results.” For example, he mentions that Zoom is the most popular platform in the industry for live events. Venus software and Zoom make a great combination, as it takes the production quality of the Zoom event to the next level – giving a higher experience for virtual event attendees.

Learn More About Event Marketing

The bottom line is that event marketing is innovative tool businesses have at their disposal for marketing and creating connections. Be sure to check out the episode of our podcast here to learn more. And remember to subscribe so that you get all the episodes!

How To Move My Business Up On Google Search

When it comes to your business’ presence on search engines, the higher you rank, the easier it is for potential customers to find you. And with Google being home to 83% of the internet’s searches, moving your business’ website ranking up on Google Search is especially important for web visibility. 

Having more visibility on Google adds authenticity and credibility to your business. Searchers are more likely to interact with the first few search results as they might view them as the most credible or relevant results. Consumers also want things to be simple. They don’t want to spend time scrolling through pages of search results on Google, which is why the higher you rank on Google, the more traffic your website will generate. And more traffic means more revenue!

It’s no secret that ranking higher on Google is crucial for your business. But how can you move your business up on Google search?

Ranking higher on Google is all about playing the long game. It requires diligence and consistency in applying specific search ranking tactics. The good news is that if you are consistent with your search engine strategy, you’ll start to see actual results. And trust us when we say it’s worth it to put in the work to rank higher on Google.

So, if you want to move your business up on Google search, here are some things you should do.

Have a Strong SEO Strategy

First, ensure your business is optimized to rank higher in search engines with a fully optimized website. If you don’t know what SEO is, it’s worth learning more about how to accomplish this. What’s great about an SEO strategy is that it’s a highly inexpensive marketing tactic. 

Here are some ways that you can update your website to reflect good SEO:

  • Have a blog: A blog allows you to consistently update your website with new content – something Google’s algorithm likes. The more you update your website’s content, the higher you can rank in Google’s search results. Blogs are also an excellent opportunity to insert keywords. We’ll talk more about the importance of keywords in the next section.
  • Make your website accessible: The more accessible your website is, the higher you’ll rank. Having an accessible website allows searchers with disabilities to interact with the content on your website. Examples of accessibility could include closed captioning on videos or text-to-talk translation features. 
  • Add internal links: Build authority for your website with internal links. Link to relevant content, or even link back to your website’s blog.
  • Keywords! Keywords are one of the most effective ways to rank higher in Google. Your business can even own keywords on Google so that your website pops up whenever someone searches for one! So let’s talk about how your business can use keywords to rank higher.
Keywords, Keywords, Keywords!

Think about it: when a customer searches for something on a search engine, how are they searching for what they want to find? Keywords! So having a good keyword strategy is one of the best ways to move up in Google. 

An excellent place to start is keyword research. Identify opportunities to own specific keywords online. Also, look for any keyword gaps that the competition leaves open.

Use keywords in your blog, in the headings on your website – even in your URL! A good rule of thumb for keywords and SEO is that your content should match the keywords in your headers, URL or page title. Google evaluates pages to ensure that the content matches the keywords in those places, so choose and apply relevant keywords for each page. All these tips help you move up in the rankings.

And remember – this doesn’t happen overnight! It’s all about consistency.

Claim and Optimize Your Google Business Profile 

If you still need to claim your business with Google Business Profile Manager (formerly Google My Business), you’re missing out on a lot of search traffic. When searchers are looking for specific places, Google Business Listings will appear at the top of the page. So, it would be best to claim your business on Google Business Profile Manager and continuously update your business information.

Check out our free guide here to learn more about Google Business Profile listings.

Start Ranking Higher in Google Today!

If you need an extra hand getting these strategies up and running, and staying consistent with them, contact our team of search engine ranking experts at 10|20 Marketing! We can help you set up a Google Business listing here. Or contact us for a free consultation, and we can help you get started optimizing your website to rank higher in Google!

How to Advertise Your Business Locally

As a local small business owner, competition can be intense, so you must stand out among local customers. To do this, you must advertise your business locally.

Advertising locally can be cheap too! Instead of spending tens of thousands of dollars on a local billboard that passersby may or may not look at, here are five helpful and effective strategies for advertising your business locally.

Have a Strong Local Listings Strategy

One of the most effective and inexpensive strategies you can use is local listings when looking for ways to advertise your business locally. A solid local listing strategy is key to drawing local attention to your business.

A local listing is an online profile of your business and business information. For example, you can set up a Google Business Listing on Google. Doing so makes it easier for customers to find your business when searching on Google.

Your Google Business Profile will have information such as your business name, what your company does, business address, business phone number, photos, reviews, and any other information relevant to your business. Think of it like a mini website for your business that gets promoted each time someone makes a relevant local search on Google.

Let’s say you own a pizza shop. If a local consumer is in the mood for pizza, they might search: “Pizza near me.” Google will show them all the local pizza shops via Google Business listings. If your business has a solid local listing strategy, it will likely be the first to show up. And just like that – a new customer has discovered your business!

So first things first, you need to make sure you have a local listing with a listing platform such as Google Business Profile Manager (formerly Google My Business). Once your listing is up and running, you will want to manage and optimize it for better local search rankings continuously.

Local listings management is an inexpensive and effective way to advertise locally (Psst – if you’re not sure where to start, we offer a free two-month Google listings management trial!)

Grow Your Email List

Another way to target local customers is with an email marketing strategy. Building a connection with your customers is very important as a small business owner. Email is one of the best ways to do this!

Reach more local customers by growing your email list. You can do this by adding an email signup section to your website. You can also get customer emails in person or after a sale!

Introduce and Promote a Loyalty Program or a Referral Program

Once you’ve started growing your email list, consider using email to promote a loyalty or referral program. A loyalty program is an inexpensive way to create long-term customers locally. And a referral program is excellent for local word-of-mouth advertising!

Social Media Marketing

Another strategy you can use to advertise locally is social media. Social media allows you to build an audience and keep them up to date on the latest happenings with your business. Promote events, promotions, exciting updates and more via social media. You can grow your local social media audience by tagging your location in posts, using location-based hashtags and promoting your social media via email, your website or in person!

Need a Hand With Local Advertising?

If you need help advertising your business locally, turn to us! 10|20 Marketing assists companies of all sizes – helping them reach customers locally. Reach out today for a free consultation!


Search Engine Optimization for Entrepreneurs

To succeed as an entrepreneur, you must master getting noticed by search engines. Consumers worldwide use search engines to find products, services and information, so people must find your business online quickly. That’s why we put together this article that explains search engine optimization for entrepreneurs.

Ranking higher in a search engine is key to the growth of your business. The higher you rank, the more people will click on your page. And the more people click on your page, the more leads you generate. All the effort leads to increased sales and revenue for your business!

So, how do you get your business to rank better in search engines? The answer is Search Engine Optimization (SEO).

What is SEO?

SEO refers to the techniques used to improve your website’s ranking on the results pages of search engines like Google. Therefore, strategically gathering unpaid search traffic (or organic traffic) is essential.

SEO has many layers to it. There is no precise answer as to what makes up SEO. Your website has to follow many SEO ranking factors to be recognized by search engines.

For example, there’s basic and local SEO. For an e-commerce website, you can stick to more general SEO principles. But if you have a local business, you will want to target your SEO locally. Local SEO means including local keywords, your address, and other details about your business on your website. It can be a complicated process, but you’ll start seeing actual results once you get it down.

So, where can you start? This post will take you through the basics of SEO. Here is everything your website needs to be optimized for search engines:

The 6 Components of a Good SEO Strategy


Keywords will be one of the essential components of your website’s SEO. Think of it this way – when customers search for information or a specific product online, they enter keywords into the search bar, and the search engine delivers results. Therefore, it’s super important that your website has keywords relevant to the search your potential customer is executing. For example, if you own a coffee shop in Toronto, you will want to have both the words coffee shop and Toronto in your website content.

It would help if you also researched the keywords and phrases customers use. Then, develop a list of keywords and phrases relevant to your business and naturally incorporate them into your website. Emphasis on naturally because Google will flag keywords included just because they’re keywords, not because they make sense. Make sure each sentence flows and that you use keywords properly.

Page Title

Make sure your pages have page titles, also known as title tags. Your page titles should be unique and contain your primary keyword for the best results. Your page title shows on the search results page, so it’s essential to include a keyword.

Page Description

Be sure to include a relevant page description. A good page description could decide between a searcher clicking on your page or someone else’s. Keep it unique, relevant and under 160 characters.


Make sure your content includes headings. Headings range from H1 to H6, with H1 being the biggest. Headings keep your content organized and readable, something that’s super important to search engines. Headings are also a great place to incorporate keywords, as search engines quickly pick them up.

Just be careful not to overdo it with the keywords in headings. Keyword stuffing can not only be penalized, but it’s also just plain annoying for readers.

Image ALT tag

When you include an image on your website, the ALT tag displays descriptive text in place of the picture. Not only is this convenient when an image isn’t loading, but it also provides greater accessibility. For web browsers that can’t view images, an image ALT tag still allows them to interact with your website. Accessibility is so important for SEO.

Your image ALT tag is another place where you can incorporate keywords.

URL structure

Your URL is the other most crucial component for SEO next to keywords. Your URL lets search engines know who you are. Keep your URL as short as possible while still being relevant to your website. For example, if you own a business, use your name so that customers can easily find you! Only use lower-case letters and a dash where a space would typically be.

SEO Takeaways

So, now that you know what components go into SEO, you can start optimizing your website. When doing so, keep these tips in mind. To be as SEO-friendly as possible, your website should be:

  • Readable
  • Easy to navigate
  • Accessible
  • Relevant
  • Fast (Make sure your website doesn’t lag)

These tips will help you rank as high as possible in a search engine. And the higher you rank, the more growth you’ll see as an entrepreneur!

Need help getting your website’s SEO off the ground? 10|20 Marketing can help!

Search engine optimization (SEO) has many complexities. When you’re an entrepreneur, it can be tough to focus on the intricacies of SEO while still trying to run a business. That’s why we’re here to help. Our team of SEO experts will put together an SEO or local SEO strategy that’ll yield results. As a result, we can boost your ranking in any search engine from keyword research to implementation!

Ready to get started? Contact us for a free consultation!

Websites for Small Businesses And Why You Should Keep Yours Fresh

One essential consideration for your small business is how to grow visibility. How will new customers discover you? With 63.1% of the global population using the internet, the web is one of the best places to promote visibility for your small business. So today, we’re going to dive into websites for small businesses.

If you want to grow your business, having a website is crucial. Yet still, only less than 64% of small businesses have one. As a small business owner, a website is critical to increasing visibility and credibility. Customers will be more likely to do business with you if they can learn about your offer via your website.

But having a business for your website is much more than owning a domain. If you want to attract new customers continuously, it’s super important that you keep your website fresh and updated.

The good news is that this can be a manageable task! Having a fresh, modern website is super obtainable. And we have some tips on how to get started boosting your web presence.

We recently spoke about the importance of websites for small businesses on our podcast, A Little Marketing. Red Dream Studios’ Neal Caminsky joined us to discuss all things websites, the best platforms, the cost to get started, and more.

Neal Caminsky of Red Dream Studios in Montreal discusses websites for small businesses.

Here’s what Neal had to say:

Getting Started

Neal acknowledges that when building a website, many business owners are unsure where to start: “For many people…[websites] are a slightly foreign concept to them…they don’t know where to start.” And that’s okay if you’re not sure where to begin. After all, you’re an expert in your business, not web development! The good news is that getting started with a website for your small business is a rewarding and straightforward task if you know where to look. “If you hire the right people to do it for you, it can be a very pain-free task. The rewards can be enormous.”

The Process of Building a Website

For small business owners starting from scratch, a web developer like Neal can create a website that meets the objective of attracting new customers. Neal explains the process of building a website from scratch, “For them to start executing a site, they need to have some sort of framework in mind…a bulleted list of pages, a rough site map.”

From here, Neal uses this framework to address the “Four Ws and One H.” These include:

  • Who is your audience?
  • Why are you selling?
  • Why is that person coming to your site?
  • Where are you selling this product?
  • Finally, how do you address the concerns of potential clients or customers?

Essentially, the website will have a goal and objective. Then, a good web developer can address customer questions or needs and meet that goal.

Neal explains how simple the process of getting a website up and running is for small business owners on their end, “I’ll speak with a client of what they’re trying to achieve…with a certain guideline, minimal text, we can build that out. Then, with great copywriting, we can fully establish the answers to those questions.”

It can be easy, and it can be inexpensive. You don’t even need to provide images. The people you hire will take care of all of the grunt work. All you need to do is write a brief statement of what your business does and the message you want to convey.

It also can be inexpensive. “In terms of cost and budget, small websites don’t have to cost a lot…I’ve done websites for as low as $1,000.” So it’s undoubtedly an excellent investment, regardless of how much you pay.

And for clients that already have a website, it’s essential to keep it fresh. How so? Make sure it’s easy to navigate, the copy should flow, and it should be able to address the 4 Ws and 1 H listed above.

The Bottom Line

Your small business must have a fresh, updated website that meets an objective. And it can be effortless and cost-effective to make this happen!

If you want to hear more of what Neal says on the topic, tune into Episode 020: You Need a Website, with Guest Expert Neal Caminsky here. And be sure to subscribe to the podcast so you don’t miss the latest in small business strategies!

Related Articles

Why You Should Collect Email Addresses on Your Website

As a business owner, you’re probably always looking for ways to optimize your marketing strategy to yield results. But, of course, you likely already have a website and make efforts to drive traffic to it. And once you’re driving traffic to your website, one of the best, low-cost ways to continue a dialogue with your audience is to have people opt-in to receive further communications from you. So make it easy for site visitors to leave you their email addresses! But why should you collect email addresses?

Let’s answer a fundamental question or two first.

What is an Email List?

An email list is a contact list full of email addresses. These email addresses are the recipient of your business emails. This list is full of customers or potential customers who’ve agreed to receive emails from your business.

Email marketing is a valuable strategy that can reap many rewards for business owners. An email marketing plan is crucial if you want to grow your business. But why?

The Importance of Email in Your Marketing Strategy

Email marketing is one of the most powerful tools at your disposal. For starters, it’s stood the test of time as a marketing tactic. And there’s a reason for that.

While social media marketing and other forms of digital marketing should all be a part of your business’s marketing strategy, email marketing is a huge necessity. It’s long remained a popular method of digital marketing because it works.

In 2021, 319.6 billion emails were sent and received each day worldwide. Additionally, there are an estimated 3.9 billion active email users worldwide. That means that around half of the world’s population uses email, making it a powerful means of targeting customers.

But why else is email marketing so important to your business’s marketing strategy? Well, because it brings results! Here are a few of the result-driven benefits of email marketing and using your website to collect emails:

It Builds Relationships

Sending email newsletters is one of the most effective ways to build stronger customer relationships and continuously nurture these relationships. As a business owner, your relationship with your customers is vital, so you should seize any opportunity to foster that relationship. Show your customers the level of value you have to offer them by sending informative (and interesting) email newsletters.

You can also personalize emails by adding your customer’s name. Customers love personalization. By talking directly to that customer, you make them feel valued, creating a positive association with your business. Doing so helps you create a connection that you can’t get with search or social media marketing.

Ultimately, email allows you to build a personal relationship with your customers.

1. Better Leads

Emailing newsletters, promotional content, and updates can also help grow your business revenue. That’s why collecting opt-ins is crucial because when people permit you to communicate with them, they’re interested in what you’re saying. In addition, with a website-driven email list, you can target higher-quality leads, creating more revenue.

2. Higher ROI

Email marketing has one of the best Returns on Investments (ROI) of all marketing strategies. With email marketing, the average ROI is 4,400% –$44 for every $1 spent. That’s huge!

Using Your Website to Collect Emails

So it’s no secret that building an email list for email marketing is highly beneficial for businesses. But making this list doesn’t happen overnight. Fortunately, your website is an excellent opportunity to collect emails.

Add a form to your website that allows audiences to opt-in to receive emails from your business. You could do so by offering a free trial, a promotional discount, a free download or any other incentive!

Can our team help you collect email addresses and run your marketing campaign? Contact our team of experts at 10|20 Marketing for a free consultation!

Components of an Effective Marketing Strategy

To grow your business, you must have an effective marketing strategy. Having a successful marketing strategy is vital to your business’s overall success. For example, if you want to grow your customer base by generating new leads and increasing sales and traffic, you need a good marketing strategy for your business. To help, we’ve put together this list of components of an effective marketing strategy.

But what goes into an effective marketing strategy? We’ve got answers.

Here are nine key components of an effective marketing strategy:

1) Stakeholder interviews

The first step to creating an effective marketing strategy for your business is to have a good understanding of your factors, needs and goals. Internal factors include budgetary limitations, performance analysis, and a good understanding of your marketing mix (place, price, product, people and promotion). External perceptions to understand are socio-economic factors, customer experience, competitor analysis, legal restraints, and more.

You’ll also want to look at your needs and goals as a business. You can only expect to build a successful marketing strategy if there is a means to measure that success. So set goals and objectives as part of your marketing strategy!

You can use the SMART acronym to set goals for your marketing strategy. Under this acronym, your goals should be:

  • Specific
  • Measurable
  • Achievable
  • Relevant/realistic
  • Time-bound
2) Web presence audit

The next component of your strategy will be to complete an audit to map out your business’s web presence and key competitors. A competitive web presence analysis will allow you to determine your position in the market, identify market opportunities, and set a benchmark for competing. Some helpful thoughts to ask after completing this analysis include:

  • What types of marketing practices to avoid.
  • What are the seemingly most effective marketing types in your industry?
  • Where are competitors lacking? And how can you fill this void?
3) Keyword research

You’ll want to identify opportunities to own terms online and identify gaps the competition leaves open.

A significant component of your marketing strategy is going to be digital marketing. But there should be a search marketing strategy within this digital marketing strategy. Search marketing is a powerful tool for attracting organic, high-value traffic.

Put yourself at an advantage by doing keyword research. Identify which keywords to use to fill gaps the competition has left open for you to own.

4) Infrastructure audit

It’s essential to understand which elements are in place to measure performance. From Google, you’ll need to evaluate Google Ads, Google Analytics, Google Search Console, and Google Tag Manager. You’ll also need to ensure you have access to analytics from each social network that will be in the plan. Twitter, Facebook, Instagram, Google My Business, LinkedIn, Pinterest and others.

At 10|20 marketing, when we first onboard a new digital marketing client, we do an infrastructure audit to see which channels the client has set up and ensure that we can access proper marketing analytics.

It would be best if you had measurable goals and a means to measure them.

5) Audience Evaluation

One of the most important steps is understanding whom you are trying to reach and what you can learn about them. You need to know your target audience to launch an effective marketing strategy. Period.

Your target audience will be your intended customer – the people you want to reach and influence with your marketing message. So first, research what they like, how they spend their time, where they spend their time, their budget, and whatever else you can learn.

Once you know your target audience, you can begin crafting a strategy that caters to that audience.

6) Evaluate advertising spending

To launch a marketing strategy, you will need a marketing budget. However, creating a budget that works for your business can take trial and error. This article can give you an idea of a small business marketing budget.

7) Branding and creative campaign audit

You must have a clear brand image and voice to execute a successful strategy. Branding is essential to any marketing strategy. Complete a branding and creative campaign audit, looking for opportunities to streamline and improve the brand presentation and overall messaging.

8) Present findings, get feedback, make adjustments

Once you’ve completed steps 1-7, it’s time to combine them. From your audits to research to plans, compile it into one cohesive strategy. Your strategy should take each of those seven components into account. This way, you’ll get the most out of your marketing strategy.

9) Execution!

Once you have your strategy, it’s time to make the magic happen and bring your marketing strategy to life! Always measure your results so you can learn and make adjustments.

Need help putting together and executing a marketing strategy for your business? We can help with all the components of an effective marketing strategy. Take them all into account and if the process seems too tedious to you, we’re happy to lend you a hand. So if you need a hand getting your marketing strategy up and running, 10|20 Marketing can help! We’re committed to delivering real results.

So get started and contact us for a free consultation today!