Get In Touch
No distractions! “We are a leading company…”. “We have a history…”. “We’ve been successful…”. “We’re the best…”. If the goal of your business is profit, then remove these uninformative and unimportant statements for your potential client without pity. When they come to your site, they want an answer, a solution, a “painkiller”. The job of a good salesperson is to identify that pain and show how to alleviate it. Using marketing tactics that are tried and tested and work.
Tactics are concrete steps, things you do in the here and now. A marketing strategy defines long-term goals (such as increasing brand awareness or attracting quality leads). Tactics, on the other hand, can change quickly, adapting to new distractions that are ready to separate your marketing activities from your strategy.
Let’s be clear
Marketing tactics for small businesses and big brands may overlap, but they have different goals. And it’s not just that the former have less money to spend. For a small business, marketing is all about attracting customers and making a profit. A big company works primarily on its name and reputation.
Micro Influencer Marketing and Affiliate Marketing
Look for partners who work with your potential customers. It’s not just about ‘opinion leaders’ with large audiences and a big cheque. You might be interested in bloggers or those with strong social and PR backgrounds. Those who can help promote your business to a narrow, professional or highly targeted audience.
! This tactic is not suitable if you have a small budget, if you are trying to reduce the cost of acquiring customers (affiliate commissions and promotion services are costs) or if you want to collect a customer base (affiliates do not usually share data).
Interactive content
Tools or widgets that your audience can interact with – such as calculators or quizzes – help increase traffic and engagement. Don’t reinvent the wheel – analyse content that you can use as interactive content (e.g. turn a blog post into a quiz or infographic).
! This tactic is not for you if you don’t have the resources or budget to develop or buy widgets.
Advertisements
Interesting and informative adverts build brand awareness and attract customers.
! This tactic is not suitable if you have a small budget or lack the resources to produce content.
Loyalty and referral programmes
Collect customer data and track customer behaviour by driving demand through promotions, discounts and gifts. This will: retain and return customers, replenish your database and increase sales. Based on an enterprise CRM system, you can create loyalty and referral programmes designed to: Collect data and personalise customer interactions. Encourage customers to recommend your business to friends and family. Offer: referral codes, cumulative discounts, contests, points-based referral bonuses.
! These tactics won’t work if your customers don’t buy regularly.
User Generated Content
User Generated Content is an effective way to dramatically increase sales and gain the trust of new visitors. It is any user interaction with you and your product (brand): social media reviews, branded hashtag mentions, images or videos. Promote recurring hashtags on social media and share relevant images/videos on specific product pages.
! These tactics won’t work if your target audience is inactive on social media or if your products are visually unappealing.
Email marketing and personalised offers
Send emails with relevant offers, news and company events to stay in touch with customers and drive sales, attract leads, and improve engagement and retention. Segment your audience to share only relevant information (e.g. product updates for current customers and broader industry information for prospects).
! These tactics won’t work if you can’t create or curate content that your audience is actually interested in.
Stelvel’s online platform uses micro-influencer marketing and affiliate marketing tactics to retain loyal online customers and attract new ones. Working with partners, Stelvel Ltd promotes products and services to global markets, segmenting CA by industry, profession and geography.