The goal of every small business is to sell the business’ products and services. The best way to accomplish this is through the use of a good marketing strategy which positions the business in front of the target audience and offers them something they can’t refuse or find elsewhere. Effectively implementing your marketing strategy means you will reach your ideal customers and generate sales quickly. With the right mix of activities, you can identify and focus on the most effective marketing tactics for your small business.

Darlene Menzies, CEO of SMEasy (an online accounting and business management system) and longtime entrepreneur, shares some tips and techniques on effective marketing for your small business.

• Marketing on a small or non-existent budget: As a small business owner you need to think carefully about how you spend your money and often marketing seems too expensive and you may be tempted to not implement a marketing strategy. It’s important to remember that without marketing your business it’s difficult to get sales; you need to get the word out about who you are and what you do. The reality is that there are a number of ways to market that don’t break the bank, for example: online marketing, digital flyers or brochures, word of mouth via customer testimonials, social media and more.

• Always have printed and electronic flyers readily available: While online marketing works well, don’t be over reliant on it. It’s wise to also take the time to design and print brochures and flyers which support your online marketing strategy. You’ll be surprised how inexpensive this printing is and doing so will give credibility to your business.

• Try not to build your brand around one person: If you build your brand around one person your business will always look small to prospective clients. Your company name, business card and website should relay that the business is professional and established. It’s better to grow into a brand that looks bigger than it is than to be confined by a brand built around you as the founder that keeps you small.

• Never use a Gmail address for business: One of the worst marketing mistakes made by start-ups is using a Gmail address for a business email. The very first thing you need to do once you have decided on the name of your company is to register the domain and start using that domain for your business emails. As the saying goes, fake it till you make it. You need to look and act the part while you establish your brand and start growing your business.
  
  
• Don’t ignore social media marketing because you don’t use social media personally: Social media is an extremely important tool for small businesses. It’s become the norm for all types of business to have some sort of social media presence. In the world today, customers research purchases online and seek recommendations from friends and family. The time to embrace social media is now. It’s where your customers are.
  
  
• Don’t overcomplicate your website: Sometimes the simplest ideas and wording are the most effective. This is especially true when it comes to your website. In order to make sure that people who land on your website can easily understand what you do and are kept engaged you should focus on the following: use clear concise language, simple fonts, limit your colour scheme, and ensure your most important content is above the fold/scroll line. The best rule of thumb is less writing and more images.
  
  
• Optimise your website to be easily found: Ensure your website is accessible to as many people (and systems) as possible. The best way to do this is to ensure that your website is prominently listed in search engine results pages for keywords related to your business.

For more information on small business advice visit www.SMEasy.co.za