What marketing strategies are going to be popular for your small business in 2020?

With 2020 just around the corner, it’s time to think about what you want to achieve with your small business next year and to focus on your marketing strategy.

2020…the start of a new decade… and it will be no surprise to know that digital marketing is going to continue at pace to be the most popular form of marketing. With technology continually moving forward, it’s so important to keep on top of what’s new and how you can use it to promote your business.

Digital Marketing

Digital marketing just means online marketing, using digital technology on the internet or on mobile devices. There are several digital marketing channels and I’m going to look at a few of them, with ‘marketing into a new decade’ in mind!

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Business website – Even if you have a great following on social media, it can’t replace having a business website. This is the home or hub of your business, the one place online where you are completely in control of everything you want to say about your business. It can be as simple or as fancy as you like…but the one MUST-HAVE is that it needs to be mobile friendly, as most people use mobile technology to scour the internet.

seo-592740_640SEO – or search engine optimization. This is the process of increasing traffic to your website. This includes using the right keywords, your social media presence, references to your website from external sites, to name a few. In 2020, this is going to be vital to keep ahead of your competition.

Local search engine optimization – as most people have mobile phones and use them ‘on the go’ they will be looking for local businesses when they are out and about. Google’s search results now apparently favour websites that are optimized for local search by including location information and location-related keywords. You can also claim your business location on local search directories, such as Google My Business. Just ensure that whatever local directories you choose to be a part of, that your details are exactly the same, including spelling, on all directories – not 10 High St in one and 10 High Street in another.

Email Marketing – these days nearly 7 out of 10 businesses use email marketing and it is the third most popular digital marketing method. Around half of the population check their email on mobile devices and research shows that a third of emails opened are opened on mobile devices. So, if you going the route of email marketing, think ‘mobile’ – keep emails short and clear with a clear call to action. Use white space to make it easy for ’click here’ buttons or links.

online-marketing-1246457_640Content marketing – this is about blog posts, e-books, infographics, videos etc. that you share digitally. The goal of content marketing is to entice users to view your content and take action, clicking your call to action button. For example, you might write a blog post about ‘How to insulate your house for winter’. The call to action button might be ‘Contact us to get a free quote to insulate your house this winter.’ And research is showing that rather than having lots of short blog posts, people prefer longer, more relevant information that answers their questions and is of value to them.

Pay-per-click advertising or PPC – PPC digital adverts appear when you do an internet search – if you have a PPC ad with terms that someone is searching for, your ad will come up. The name PPC comes from the fact that you only pay for the ad when someone clicks on it. You sometimes see this on Google and on some social media sites.

adult-3086300_640Voice Search – By 2020 it is expected that voice search will account for half of all Google searches. So how do you make sure your business is found? Good SEO will help, but it might be a good idea to create an FAQ page on your website answering questions that people might ask about your products or services. Make the questions sound the way that people talk. For example, if you own a fish and chip shop, people are more likely to ask ‘what chip shop is open right now?’ rather than the way they’d type a search into a search engine…opening times of fish and chip shop.

Google My Business – if you have one of these listings, regularly add new photos, posts, offers etc. and ensure your description is current. Add as much information as you can to it. Make sure that there is a link to your website and in particular, your reviews page – this promotes consistency across channels.

film-596519_640Online Video – Today’s generation prefer to view video footage to get answers to everything they want to know. YouTube is the second most popular website, pipped at the post only by Google. Videos that show someone how to do something, help solve their problems, etc. is definitely the way to go in 2020.

Tell your story – consumers love real interaction with businesses. They want to know the face behind the name, so think about how you can be transparent about your business and values. Live stream on FB, short informational videos, behind the scenes videos all help to create a feeling of intimacy with your customers – and that can help build a bond with your target market.

Social Media

follow-1210793_640No matter what channel you use, have a business page and plan what you are going to do and when. Try and plan a host of different posts to keep your customers coming back for more. Use video, audio with pictures, product posts, competitions, polls, quotes, funny stuff and serious stuff. Make things as visual as possible and plan to post regularly and consistently. You can look at your insights to find out who looks at your posts and when is the best time for you to post. Plan to post at least three times a week, more for visual channels like Instagram.

Messenger is also a great tool for customers and customer service. You can speak directly to your customers in real time, answering any questions or talking to them about a product they’re interested in.

In conclusion, marketing in 2020 will continue to move and change at a fast pace. Be willing to adapt to the change, embrace the new technology where you can and have fun making video content and thinking of ways to be more creative with your marketing. Your business will continue to develop and grow and you will find yourself attracting great, quality customers in your digital world!

If you would like a free consultation about how digital marketing could help your business in 2020, click here.

Ace your ‘About me’ page!

Do you have a website or blog? If you do, you’re likely to have an ‘About me’ page. If you sell products or services, it’s an important page as it is likely to be your most popular page.

Why?

It’s where new visitors to your site go first to find out about you and what you can offer – what you can do for them. So, it needs to be relevant and grab their attention.

Click on your page now with the eyes of someone looking at your site for the first time…does it immediately ‘grab’ you and make you want to read more? If it does…fabulous! 

If it doesn’t, read on…

About me page essentials 

The purpose of this page is so people can get to know you, but it’s not good enough to just throw together a quick biography, upload a blurry photo from your phone and hope that works.

Let’s face it, not many people out there like writing about themselves, it’s an uncomfortable experience. But if you have a formula to work from, with a structure that works, you can capture the absolute essence of what you do. You can give your readers the opportunity to get to know you, trust you and see exactly what you can offer them.

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I’m going to share that formula with you, so you can ace your ‘about me’ page and stand out from the crowd.

  1. WHAT VALUE DO PEOPLE GET BY READING YOUR PAGE?

    The most important part of your page is letting your readers know what value your business gives them. After all, they’ve come to your page because they’re interested in your products or services. They didn’t come to your page to find out how many pets you have or what hobbies you do (although that has its place…just not the first thing you share!)
    Make it very clear who your blog is aimed at (your target audience) and how you can help them.

  2. WHO IS YOUR SITE AIMED AT?

    This is where you really need to know your customers and your ideal customers. If you are writing for your customers, they will instantly relate to you and your business – they will recognise that this content is for them, about them and will help them. They will then read on.

  3. WHAT IS THE PURPOSE OF YOUR SITE?

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    Or in other words, your site’s biography. You’ve already got your reader’s attention, they know how your site is going to benefit them. Now give them a bit more information – your personal biography comes later!
    >Include information on why readers should care about what you have to say. There are so many websites out there who offer you help for your business, when really, they’re after you paying them shed loads of money for something that probably won’t help them. Show your readers that you mean business, you are genuine. Do you have any recommendations from current customers that say exactly how you’ve helped them? Include one here. This will help you build credibility for what you do.
    >What will your readers get from your posts? Is it financial advice/beauty advice/business advice – you get the picture? It’s about telling them what they can expect from your posts.
    >What do you write about? Keep this short and sweet and to the point and don’t waffle.
    >Is your blog reliable, credible and believable? You need to know your niche very well and be able to answer any questions people may have…and if you can’t, you find out and get back to them. If you’ve written for big well-known sites you can add this here. You can also say how long you’ve been writing for or where you got your experience in your subject. If you’re still learning, you can also say that and say that you will share things as you learn about them. This is where you tell the story of your blog or website – how did your site get started? What inspired you to write your blog? Where did your passion for your subject come from? This is a good sized paragraph, but try and keep it concise and don’t waffle!

  4. YOUR PERSONAL BIOGRAPHY

    Now it’s time to talk about yourself. BUT, keep it relevant to your blog or business. How did you get where you are today? How does your business fit into your life? What inspires you to keep going? Why do you love your business so much?
    Of course, it’s important that you come across as a real person, with a life outside of work, so it’s also OK to include some personal things…if you have a passion for your pets, you run marathons, you love the cinema and films etc. You can connect with your audience on a human level by sharing a few titbits of information about yourself, such as the town and country you live in…anything that shouts ‘YOU’. But just don’t fill the whole page with it!

  5. CALL TO ACTION

    This is the bit most people forget about…a call to action or CTA. It is what it says on the tin – you are telling your readers what to do next…what action they need to take. You might ask them to follow you on Facebook, Twitter, Instagram or other social media sites. You could ask them to subscribe to your newsletter.

    smartphone-1701096_640The CTA is really important as it’s your opportunity to get your reader to stay in touch with you, stick around, and come back to your site again. So you need to give them a reason to do this. Asking them to subscribe to something ensures that you can keep in touch with them. If you send out a newsletter, this is a great way to let them know about your business on a regular basis, tell them about new blogs, new products or services, special offers etc. etc. But please don’t do what a lot of people do and bug your readers with emails two or three times a day. When I subscribe to a website, I’ll soon unsubscribe if they bombard my inbox with the same email over and over again. I don’t mind having an email trying to sell me a course that is relevant to me, of course I don’t, but to have the same course being pushed day after day, with just slightly different wording, really irritates me. Maybe an email once a week for the first few weeks, then I’m happy with once a month. I find that if I get something once a month, I’m more likely to read it and click on any links. If someone bombards me every day, they become wallpaper and I end up just deleting them without even reading them.

    Your CTA can be put anywhere in your blog/website ‘about me’ page. It’s obviously good to put it at the end, but you could also put a CTA at the beginning or halfway through if you have something that could help your reader. For example, if you’re talking about what you can offer and you have an information sheet, clothes pattern, beauty tips pdf, you could put a box with ‘CLICK HERE’ to receive XXX or ‘SIGN UP TO RECEIVE YOUR XXXX’.

  6. A HIGH RESOLUTION PHOTO OF YOURSELF

    There aren’t many of us who actually enjoy having our photos taken, but it’s very important that your readers know who you are, what you look like – they can then more easily relate to you…so make sure you are smiling!

HOW YOU CAN BE CONTACTED


You don’t necessarily have to add this to the page, but make sure you have your contact details in a prominent place on the page – telephone number and email address. Alternatively, add a link in your CTA, to your contact page.

FINALLY, re-visit your ‘about me’ page every now and again and update it – give it a bit more pizazz!

I’m off to have another look at mine now!