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Marketing strategies that can help small businesses succeed

In the digital marketing world, continuous innovation and consistency by MSMEs are required as no one knows which combination of strategies will click.

Dec 10, 2018, 10.33 AM IST
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No one strategy can help you achieve the desired growth in silo. What you need is to mix and balance the strategies and use them continuously.
By Amit Kapoor

Cutting-edge technologies today are disrupting the digital world. These technologies are being used along with digital marketing strategies by organizations of all sizes to stay ahead of the market. The ultimate objective of businesses across industries is to maximize their sales and returns on investment (ROI) while spending the least on cost-per-acquisition (CPA).

While businesses have multiple digital marketing strategies that they can implement to achieve their goals, a common myth that prevails in the market is that the micro, small and medium-sized enterprise (MSME) sector cannot avail the benefits of these strategies. However, this is far from the fact. A business of any scale - however small or big - can, and must make use of these strategies to grow and succeed in the market.

A lot of MSMEs try implementing various online marketing strategies such as blogging, email, and social media according to their needs and capacities. In the digital marketing world, continuous innovation and consistency are required as no one knows which combination of strategies will click. As no one can guarantee the success of any single strategy, MSMEs must continuously keep trying out different approaches for different opportunities.

Let us take a look at some of the best marketing strategies that can help you get your business take off in the direction you want.

Be accessible Online 24x7
To be able to do so, you must create your profiles across all available social media platforms - Instagram, Facebook, Twitter, and more. Keep your contact details updated there so that people can drop a message anytime of the day - helping you generate leads even when you are asleep.

Of course, these platforms should not be treated as a replacement of your offline marketing efforts that may include banners, hoardings, print ads, sponsorships, etc. Proper balance between the two strategies will help you grow.

Write about your products
A lot of MSMEs say they don't know how to write blogs. They need not worry about their blog writing skills. All it requires is to write a small article that talk about your offerings and how will they benefit your customers. Keep churning out the story on the social media with different images and some changes in content. Doing this on a consistent basis will help demonstrate your expertise, create and develop your brand, build your reputation, and increase your reach to customers.This brings the desired visibility for growing your business, and start improving your rank on the search engines.

Add to this the practice of sending emailers to your existing clients and also to those who are your target audience. This will help not only to promote your content, but also improve sales, and nurture leads for future.

Use word of mouth - connect with Influencers
Businesses that offer good customer satisfaction not only enjoy good customer retention, but also enjoy good word of mouth - or client testimonials on your site and social media platforms. The more customers write positive things about your products and services on the site, the better surge you will see in your number of customers.

In addition to this, if you can get an influencer (a celebrity, a well-known blogger, anyone who a lot of people follow and trust) to endorse your services and talk about them, the visibility of your product will grow by leaps and bounds.

Mix them up
No one strategy can help you achieve the desired growth in silo. What you need is to mix and balance the strategies and use them continuously. The keyword here is continuously. The moment you stop working on a piece, the strategy will fall.

If you have written and published a blog/article on your page but you do not go ahead and publish and republish about it on the social media, you will not gain the mileage that you can from that single article. But then, writing and promoting just a single article won't work either. Both the activities need to be performed continuously.

Here's a list of a few proven strategies that are helping businesses across the world:
  • Advertising on Facebook
  • Add your profiles on directories such as Google My Business
  • Invest in content marketing
  • Build an email marketing funnel
  • Speak at, sponsor, and host events/webinars
  • Offer a free consultation
  • PR works wonders - advertise in a highly rated print media
  • Write a column/article - continuously
  • Join and make your presence felt in local business groups
Conclusion & summary
While not all of the above mentioned strategies may be right for your business - but at least a few of them will fit in. Go ahead and try a combination of a few strategies and then decide what works best for you.
(Disclaimer: The opinions expressed in this column are that of the writer. The facts and opinions expressed here do not reflect the views of
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