The importance of marketing

The importance of marketing

By Laura Gomez Pedrosa of Lincolnshire Chamber of Commerce

Your workdays may be very fast paced, with too many tasks to try and accomplish in too few hours.

Especially if you are a small business owner or self-employed, you may not be able to find the time to promote your products of services while you are trying your best to keep up with what’s already on your plate!

It can be easy to overlook the importance of marketing, but this should not be underestimated. After all, the conundrum of “too much work and not enough time” is a luxury problem!

If you are able to bring even more clients on board or sell more products, then your business will be able to expand, grow in reach and of course profitability. So, let’s be honest – who doesn’t want that?

It is important to think about HOW you want to market your business. There is certainly no denying the power of the internet, where you can quickly reach new audiences and a lot of options are free as well. This makes digital marketing a cost-effective and efficient way of promoting your business.

It is also important to think about WHAT you are selling. How is your brand perceived by someone who has never heard of your business before?

The marketing strategy that works best for you is very much dependent on what kind of business you run and what you want to achieve. For many organisations, the main goal will be to increase profits by improving sales, conversions or reach, so how do you manage this?

Improve your website and Google ranking

One very important aspect of digital marketing is having a good website, and following best practice to increase your chances of being found on Google and other search engines. Most people don’t scroll further than the first page of Google so this is where you ideally will want to be.

There are many ways to improve your website and increase your chances of being found, which are known as ‘ranking factors’.

Pay-per-click advertising (PPC) is another way of increasing your reach. This can be done via placing adverts on Google which come up first when searching for a specific keyword or phrase, meaning you will be seen first before all others.

To find out more about SEO, ranking factors and PPC, you can attend our two-part FREE Maximising Your Online Presence workshop on 19th & 20th May, delivered by SEO Traffic Lab.

Click here to find out more and to register.

Social media marketing and advertising

Social media can be a great way to generate interest and raising brand awareness by reaching a wider audience. There are many social media platforms these days, with popular ones being Facebook, Twitter, LinkedIn, Instagram, and the recent meteoritic rise of TikTok.

You will need to consider what kind of audience you would like to reach, and which platform your target audience uses most.

By using the imagery and information you already have on your website, you can quickly start posting to promote what you do – whether that’s delivering a service or selling products.

You can invite your connections to like your page and interact with the posts, which then in turn means their connection might see you and start to interact, and so on!

Simply by posting, you can increase the chances of reaching new audiences, get more clicks to your website and boost conversion.

However, social media marketing is not an overnight miracle. It takes work to get your audience numbers up so you will need to post often and stay creative in your posts to keep your followers interested.

Paid social media advertising can fast-track this process and deliver a higher conversion rate quicker. There are again many options across the numerous platforms to suit your needs and, importantly, budget.

On 9th and 10th June, Liam Lally of Zaddle will be delivering a FREE workshop on social media advertising and will guide you through the process. Click here to find out more and to register.

Branding and implementing a new strategy

There are a lot of stories of new marketing efforts returning little to no results. This leads companies to question the validity of their products or service. But what if it isn’t the product? But rather the perception of how it’s seen and heard?

The perception of your brand is just as important as what you are actually selling or delivering. It is good to take stock of your brand and how it comes across to your audience on a regular basis.

Simple things can go far! For instance having a professional logo, a good-looking website and consistent messaging across your marketing outputs will yield better results than not ticking these boxes.

On 5th & 6th May Oliver Taylor of Horizon Brand Consultants will deliver a FREE workshop to explore what branding is and why it is vital. Click here to find out more and to register.

Green Marketing

Sustainability is on the rise, and it is no surprise that many organisations are jumping on the green bandwagon. While being environmentally conscious is not only good for the environment, corporate social responsibility (CSR) can also help increase your brand’s credibility and deliver a more powerful message than your competitors.

Making your business and marketing more eco-friendly has never been so important, but it’s also never been easier for SMEs. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising.

Join Rachael Hunt, Creative Marketing Manager at Visual Print and Design, for a FREE webinar on 26th May to find out more about sustainable marketing. Click here to find out more and to register.

What else is there?

Another good way of getting seen by a new audience and increase your brand’s strength is by sharing your news articles and blogs with third parties such as us here at the Lincolnshire Chamber of Commerce.

Our website’s News and Blogs section boasts stories of and by local businesses, which helps improve brand awareness, increase your SEO organically, and potentially generate new leads.

Our members can upload their news articles and blogs for free, which we will also post across our social media. That way, we are directly advertising YOU and what you do!

Digital marketing doesn’t stop at the above examples. There are many more ways increase your reach, including email marketing and advertising on other websites. We can offer E-shots which are email newsletters sent to our member newsletter list.

Every member is automatically signed up to receive these exclusive E-shots, meaning your news will reach over 1,000 local businesses!

We are constantly expanding our online presence and as a result we now offer banner advertising as part of our bespoke marketing packages.

You can find out more about our digital marketing opportunities here.

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