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It has never been easier to have an online presence. And the vast majority of opportunities are my favorite f-word: free-fifty-free. When you’re trying to market your business on a shoestring budget, it’s tempting to blanket all the free platforms and leverage that presence to increase sales and brand awareness. That’s not necessarily bad, but it’s not a solid strategic move. Instead, consider focusing on these five marketing priorities for small business.
1: Website
Having your very own corner of the internet is crucial. It’s the first place potential customers and collaborators will go to learn more about you.
This is non-negotiable. It establishes your legitimacy and becomes the foundation for your entire marketing footprint.
It doesn’t need to be a robust and complex site. A simple five-page website can be built in an afternoon to showcase who you are, who you serve, and how you serve them.
But it needs to be yours. You want complete control over the branding and messaging.
While there are entirely free website options out there, the free options limit your web address {going to windylawson.wix.com instead of windylawson.com}, which may impact how visitors view your professionalism. Free sites often display ads on your site and limit the control you have over the entire aesthetic.
You can build a website and secure hosting for less than $250 a year. It’s a small investment that makes a huge impact and is the most critical of the five marketing priorities for small business.
2: Email List
Once you’ve built your website, the next priority is to select an email marketing provider.
As social media rose in prominence, many people switched their focus from email to social as their top choice for connecting with their audience. And that comes with a huge risk!
If you rely entirely on free channels to connect and communicate with your audience, and the site goes down for a day, you’ve lost your entire marketing platform. Goodbye sales.
But, when you create an email strategy and have a way for people to sign up to get your emails, they ask you to connect with them. Hello! They want to hear from you. They are inviting you into their inbox.
And when that happens, you are managing the relationship instead of trusting some third party who may or may not have your interests at heart and controlling that flow of information.
Relying exclusively on social media to communicate with your customers and prospects is like communicating with your sixth-grade crush through your BFF. Plot Twist: She is also crushing hard on Mr. Dreamy. Do you really trust her to convey your messages to him?
There are plenty of no-cost and low-cost email marketing options available. I use ConvertKit {affiliate link} and previously used the free version of MailChimp.
3: YouTube Channel
Take a deep breath because we’re talking about putting yourself out there on video.
Before you object, hear me out. YouTube is the #2 search engine in the world. When someone is searching for something on the internet, they go to Google or YouTube before they go anywhere else.
Having a presence on the world’s second-largest search engine will cost you exactly zero dollars. It is completely free to create a channel and upload videos on the platform.
Even better, video allows your customers and prospects to see your face and hear your voice, building up your Know, Like, Trust factor. They feel like they genuinely know you, which is the first step in the buying process.
Be brave and you’ll reap the rewards.
4: Google My Business
Did you know you can have a presence on Google for free-fifty-free? You sure can through their Google My Business platform
Since GMB is tied to Google Search and Maps, it was initially only available to businesses with a physical location. But no longer. Today virtual companies can create a listing and use all of the features.
GMB allows you to add photos, products, and updates. But my favorite feature is the ability to ask for and receive customer reviews. Reviews and testimonials are essential social proof for your microbusiness, and Google makes it so simple to get them.
Set up your GMB account for free here.
5: One Social Media Platform
I know it’s tempting to have a presence on Facebook, Instagram, LinkedIn, Pinterest, TikTok, Snapchat, that-new-platform-that-your-11-year-old-niece-says-is-the-next-big-thing.
But, reality check, is your ICA hanging out in all the places? Unless her job is a social media manager, it’s unlikely. You only need to be where she is.
Even if she’s in multiple places, you don’t need to be in all of the places. Marketing is only one component of all the things you need to do in your business. You don’t have the capacity to be everywhere, all the time. In fact, if you spread yourself too thin, you’re going to have a very mediocre presence in a whole bunch of places.
It’s a better strategic move to identify the one platform where you are most likely to reach your ICA and then focus all of your energy on rocking the hell out of the channel. Meet her on the one platform where you’re going to be able to connect with her the most deeply; and where she’s going to be most likely to see how awesome you are. Connect with her on the one channel that will entice her to want to get to know you better.
You can’t do that if you spread yourself too thin. Just because you can create accounts for all of the different social media platforms, you are better served by selecting one. And once managing that channel is a well-oiled machine, you can add another.
Do you agree with my five marketing priorities for small business? Tell me in the comments.