Whether you are just starting in business or are an established business there are three free marketing tools that every business should be using to enhance their marketing activity.
Google My Business
Google is the most popular search engine and having a Google My Business profile enhances your Google listing. Your business address, opening hours, telephone number and web address are all shown and you will also appear on the Google local map if people are searching for businesses in your industry.
You can also add photos of your business and short articles called ‘Google posts’.
Google also has a wealth of other tools available to you, including Google Analytics which is powerful tool to analyse traffic to your website.
TOP TIP: One thing to remember that will enhance where your business appears in search engines is to ensure that your company name, address and phone number are consistent wherever they appear online (eg your website, directory listings) so that search engines recognise this as the same company.
Facebook Business Page
With over 44 million users in the UK* Facebook is the largest social media network and a powerful marketing tool. Even with the recent changes to the Facebook algorithm to show more posts from families and friends in people’s news feeds, carefully targeted Facebook posts can still be really effective.
For anyone starting out in business you do need to set up a Business page, not a personal profile in your business name. This enables you to see analytics on your page and run boosted promotions and ads.
Facebook is constantly enhancing services available and you can post events, offers, Facebook live videos and run affordable advertising promotions. Groups can also be a good way to generate business – either by posting in local groups (but be careful to check the rules about business posts) or starting one yourself to attract potential customers.
If your target market is business to business LinkedIn may be a more effective social media platform. You can post articles and updates to share your expertise. You can also set up business pages, which can be very useful to share a consistent message if you have a number of staff.
TOP TIP: Don’t forget the golden rule of social media: 70% of your posts should be to advise, guide or entertain (the latter less so on LinkedIn) and 30% or less should be selling.
Despite many businesses being scared by the recent implementation of the General Data Protection Regulations (GDPR), email marketing is still an effective way to communicate with customers and prospects.
Mailchimp is a free** email marketing platform with a very easy ‘drag and drop’ interface. Due to the number of businesses using Mailchimp there is also a wealth of comparative data so you can see how your emails compare to others in your industry. For example, typical open rates vary from under 15% for ‘Daily Deal’ emails to over 27% for ‘hobby’ businesses, with the average open rate for retail 19.36%, and for professional services 20.77%. There are also lots of blog articles where you can get advice on the best subject lines and case studies of companies’ campaigns.
At thebestof Fleet and Farnborough we offer a free marketing review with recommendations for you to improve your marketing. To book your free marketing review get in touch today.
*Statista.com January 2018
** Mailchimp is free until you have more than 2,000 subscribers on your list or if you don’t want the Mailchimp logo on your email.
Member since: 27th June 2014
I have over 20 year’s marketing experience working for companies including Hewlett Packard, Royal Mail, Hitachi and AQA. I live in Fleet and am the owner of thebestof Fleet helping small and medium companies...