Think big in small steps – how to achieve great marketing on a small budget

In this very strange time, new businesses are popping up left, right and centre, whilst many existing businesses are having to adapt to a new way of ‘doing business’.  Both have one thing in common – they have had to focus on their marketing.  Put simply, they have had to work in different ways to get to their customers to sell their product or service.  There is nothing difficult about marketing.  After all it is just a case of telling your story and making  a connection with your customer – not much different to meeting a new person in real life and finding out things about them that you like.

So here are a few tips that I have put together based on questions that clients are frequently asking me:

Branding – ‘Why do I need a brand?’

It’s like introducing yourself by name to a stranger.  Make sure that you have thought about your brand.  This could simply mean your logo or could include a recognisable design and a strapline, as well as the ‘voice’ used when writing about your brand. When creating a brand, think about what you stand for. What feelings do you want to evoke? Will your brand stand the test of time? But in all of this, remember, you are the expert on your business. You will intrinsically know 'what', 'why' and 'where'. If you are rebranding, the same rules apply but you will have the advantage of already (hopefully), knowing your customer and your product inside out. Whether you are designing the brand yourself or working alongside an agency, it is important to have a clear idea of the end result before you begin.

Content – ‘Where do I start? How do I get across what I do?’

Content is about writing about your business, your product, your selling points.  Clients often ask me for help writing content for their website, brochures and blogs on social media.  Think of it as telling your story.  People buy from people or businesses they feel a connection to; because they love what you do and how you do it. Tell YOUR story.  What is special about you, your product or your service? Maybe your product was developed to fill a gap in the market.  Maybe you are an artisan offering something bespoke and there is a story behind your particular trade or skill.  Customers will love these stories. 

Visual – ‘Do I really need to have some good images?’

If I had a £1 for every time a client has asked me this. Yes.  Whether you have a website, or rely more on social media and advertising, a good image alongside good content will go a long way.  A little spend upfront to produce some good images will be worth it.  You may even be able to take some great images yourself if you have a great mobile phone.  It really depends on what your business is; product related or service related. You will use your images in so many places for your marketing - on your website, or if you don’t have a website, then on social media; in ads, in flyers or brochures.  Images are as important as copy.  

A great set of images can also be used to produce a moving portfolio of your work.  Maybe you are an upholsterer, or a sculptor?  Or maybe you produce amazing food to sell.  Your customer will love to see the process not just the end product – that is part of your story.

Remember, great things are made by small businesses in small spaces. Just as great stories can be told by small marketing initiatives in small steps.