Small Business Marketing Questions
Scroll through our list of Frequently Asked Questions to find answers to your basic marketing questions.
How to use our FAQs: Click on the question to skip to the answer you're looking for.
How do I choose my target audience?
Identifying your target audience is one of the most crucial steps in developing effective marketing strategies for your business. The short answer to almost all marketing questions is: it depends on your target audience. All marketing decisions should be based on the identity of your target audience.
With this in mind, there are many tools online to help you develop what's called a 'brand persona' to identify your target audience. Try Googling the term: 'create brand person free' and use these tools to create a profile of your ideal client. This profile will assist you in making business and marketing decisions to reach this audience. This exercise is great for new and mature businesses alike, as it prompts you to picture your audience and think of alternative ways of reaching them.
See also; 'Who is my target audience?'
How do I develop a marketing strategy for my business?
One useful technique to develop a marketing strategy is to start with an objective or goal. What is it that you want to achieve? You could use the SMART goals framework to determine your objective.
Specific: Define what it is you'd like to achieve and the steps you'll take to achieve it.
Measurable: How will you measure the results of your goal? It's important to quantify your results so you're able to compare the success of marketing campaigns.
Achievable: Is your goal realistic? Do some research here to ensure you're not overreaching or setting yourself up for failure. Of course, you can always try again!
Relevant: Is this goal relevant to your overall business objective? If so, how? What are the implications of achieving or not achieving this goal? For example: say your goal is to increase your Instagram followers, then what? What will you do to engage and reach out to your new followers? Think about what the goal really means.
Time-bound: Set a timeline to achieve your goal. Is this a short-term or long-term goal? Would it be helpful to organise your goal into stages to make it achievable?
How often should I update my website?
Ideally, you should update your website as often as possible. Depending on the nature of your business, you should update your website every 4-12 weeks. Basically, the more frequently your business changes, the more often you should update your website.
For some, website updates require outside assistance and therefore can be both time-consuming and expensive. I recommend taking the time to learn how to update your website yourself or find a consultant that offers coaching to teach you. This will prove to be a worthwhile investment overtime.
Click here for more information about updating your website.
Who is my target audience?
There are many tools online to help you develop what's called a 'brand persona' to identify your target audience. Try Googling the term: 'create brand person free' and use these tools to create a profile of your ideal client. This profile will assist you in making business and marketing decisions to reach this audience. This exercise is great for new and mature businesses alike, as it prompts you to picture your audience and think of alternative ways of reaching them.
See also; 'How do I choose my target audience?'
Why isn't my ad converting?
HINT: this is a brief explanation of some complex marketing concepts. To get the most out of this marketing FAQ, do your own research by googling the terms in bold. I hope this info helps you to manage your expectations of future campaign performance.
So, you've put your hard earned money into a paid ad campaign on search or social media. It may have led to an increase in clicks and website visitors but those clicks just aren't converting to purchases. The spread of terms like 'lead generation' and 'conversions' has led to misconceptions and unrealistic expectations on ad campaigns and ROI (return on investment), particularly amongst new and developing small businesses.
It's important to note that paid campaigns should be just one part of your overall marketing strategy. They work in conjunction with earned and owned media efforts. Understanding the concepts of Paid, Owned and Earned media is helpful here. Further, it's helpful to note that even the most well-known and trustworthy brands report needing about 11 touchpoints for a prospective customer to go from discovery (first learning about a brand/company) to purchase.
To understand why your ad isn't converting, I recommend conducting research into what's called 'customer journey mapping' and 'purchase funnels.' Looking into these concepts and completing exercises to develop your own customer journey and purchase funnel will help you to see your marketing efforts from your customer's perspective. As with any marketing strategy, it's important to understand your target audience. Additionally, it's important to understand 'customer intent' and ensure that you have marketing activities to nurture your customer at each stage of the customer journey. This can be complicated (and it takes time to learn what combo works for your business) but basically, it's about using a combination of marketing activities to communicate with your audience. In other words, it's about creating a marketing strategy that works for your business.