small business strategy
small business strategy

Even the simplest marketing strategies can be effective for small businesses in driving growth and producing meaningful results. When paired with the right marketing plan, even small businesses can accomplish a lot without having to rely on a big marketing budget.

Company Website

Before companies are able to think about the ways they can market their websites, they should ensure that the website itself will be able to convert the visitors. That’s because the company website shouldn’t make the visitors leave without making a purchase. One of the ways to improve a website is to focus on conversions through using compelling copy, visuals, and strategically placed calls to action (CTAs).

Another method of conversion is to provide a description of the business that’s clear and accurate and includes information such as the services or products offered and what benefits consumers get. Additionally, using a reliable content management system that will both create and manage website content can improve the functionality of a business’ website too.

Influencer Campaigns

In the last couple of years, influencer marketing has grown at an incredible rate as a promotional channel, but small businesses don’t really have to work with influencers that have millions of followers to reach a lot of people. In fact, there are plenty of people who don’t have a large number of followers, yet, who have much stronger relationships with those followers than influencers that have millions of followers.

That’s because the people with a smaller number of followers have more time to spend engaging with each follower, connecting with them, and building a strong relationship. Small businesses should be looking for those influencers that have a smaller number of followers when creating promotional campaigns, as they have a higher chance of getting their followers to convert, compared to the ones that have millions of followers.

Pay Per Click (PPC) Campaigns

Another quick way that businesses can drive traffic to their websites is through pay-per-click marketing campaigns. They’re useful for increasing brand awareness because even if a company is brand new and has no followers, with a PPC campaign, it will be able to reach thousands of people.

To get the best results with PPC campaigns, companies should be doing keyword research to figure out which are the best keywords they should be using, and looking to see which keywords the competitors are using as well. They should also be retargeting the people who have been targeted in the past instead of looking for new groups of people. Those that interacted with an ad, watched a video or even added a product to their carts are much more likely to convert.

Data and Analytics

None of the aforementioned promotional efforts are useful to companies if they aren’t keeping track of its campaigns’ performance. That’s why businesses should be tracking all insights for each campaign, and learning how to improve and refine them in ways that will result in better conversions.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.