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Link Encounter Inc.
Top 5 Marketing Must-Do's
for Small Businesses in 2016
17418 Studebaker Rd.
Cerritos, Ca 90703
562-207-9059
[email protected]
Introduction
Marketing strategies are a necessary part of raising public awareness, growing a brand,
crafting a public image, and bringing in new customers to small businesses. Unfortunately,
marketing practices are changing all the time thanks to technological advances and shifts in
consumer perspective, among other factors.
Every year seems to bring new methodologies and ways of thinking when it comes to
successful marketing strategies. It's not uncommon for small business owners to face
difficulties when it comes to keeping up with marketing trends. Many feel like they're always
on the tail end of fads, or find themselves overspending on marketing efforts in order to catch
up and make an impact. In order to maintain an edge over competitors, businesses have to
get ahead of the curve.
For 2016, this entails a shift toward benefit-focused curation strategies and relationship
building. In other words, marketing trends going into the New Year will require business
owners to think about how to add value for consumers, considering the consumers' end goals
and how they play into company objectives. Here are just a few must-do marketing strategies
for 2016 that every small business should implement.
Marketing trends going into the New Year
will require business owners to think
about how to add value for consumers,
considering the consumers' end goals
and how they play into company
objectives.
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1. Focus on relationship
marketing
In this day and age, small businesses have to contend with the changing commercial
landscape, notably online shopping and sales, that don't always allow for the same personal
touch that can be accomplished when customers shop at brick-and-mortar locations. So how
can the average professional develop personal relationships when interactions with
customers occur in the virtual world?
Small businesses interested in competing online must realize that customers have nearly
limitless choices. In order to stand out and retain loyal patronage, building strong
relationships is a must, and it relies on positive interactions with their customers.
It's not enough to entice consumers to make purchases. Finding out what they liked about
their interaction with your business and what can be improved are essential elements of
retaining customers. Reading and responding to consumer feedback, including comments,
questions, and concerns, is a great place to start.
If customers are mum, business owners should go straight to the source for feedback. In
addition, loyal customers should be rewarded, encouraged to promote the brand, and
provided with the best possible customer experience.
Focusing on short term wins won't work in
a world where consumers are shifting
their focus to ongoing service and
relationships with brands and are looking
to their peers to see which companies
offer the best buying experience.
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2. Pay to Play
Most small businesses are by now aware of the benefits of paid advertising via search
engines. Many don't realize that they should also take advantage of similar paid services via
social media platforms as well.
Certainly there are plenty of reasons for business entities to utilize social media as a tool for
outreach, promotion, and added value for customers. However, paying for ad services could
also be beneficial, helping to propagate posts and garner attention especial with geo
targeting available . Professionals not yet interested in this strategy should consider that
paying for advertising through social media is the fastest growing channel for online
marketing, which means likely your competitors are already benefiting from this emerging
marketing channel.
Even better, it's simple. Whereas PPC advertising requires business owners to stress over
every aspect of copy, tags, and more, social media ads are merely a way to get more mileage
out of every post.
Did you know: 93% of shoppers’ buying
decisions are influenced by social mediabecause 90% trust peer
recommendations.
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3. Search will expand beyond
search engines - so get social!
Google may still hold an estimated two-thirds of the search engine market, but with social
media taking a stab at the search industry, businesses will have more promotional options
than ever in the coming year.
Pinterest appears to be leading the pack with expanded search algorithms and the option for
users to participate in guided searches. Facebook and Twitter also have enhanced search
capabilities in the works, however, with Tweets already being indexed on Google.
What does this mean for small business owners? The same geo-targeting strategies many
businesses already use for search engines can be transitioned to the social media scene,
making it easier for content to be found by the followers seeking it. In addition, consumer
reviews will appear in searches, so encouraging positive reviews (and turning around
negative ones) is more important than ever.
Expanded search means that your
business needs to start creating social
profiles on every popular network
(Facebook, Twitter, Google, Yelp and
LinkedIn), but you also need to be able to
respond andk keep it updated with
relevant content your followers will
appreciate.
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4. You must give to get!
By now, every business should know content is king when it comes to getting relevant user
data and sales leads. As a result, 2016 will see the focus shift from simply creating high
quality, relevant content to developing content that takes the users goals and needs into
account.
It's no longer about finding ways to promote a brand and prove authority. Small businesses
really need to consider what w hope to gain when they click a link and demand content. How
can a business deliver a better customer experience every time and add value that
consumers will appreciate and seek out in the future?
Understanding customer goals as they have interactions with a business is imperative, as is
finding better ways to deliver. Both short-form and long-form delivery formats are on the rise,
from bite-size infographics and videos to comprehensive white papers and e-books.
Content giveaways are likely to become more prominent, as well, which means that
businesses looking to get back even as they give will have to capitalize on their efforts by
properly utilizing sign-up forms like modal windows (i.e. users must sign up for membership in
order to gain access to free content), as well as creating strong call-to-action content and
buttons.
Because you must give to get,
businesses now offer video content and
free, in-depth white papers and
infographics to compete. So have strong
Call-to-Actions such as pop-up’s on your
website along with sign up forms offering
free whitepapers or e-books in exchange
for email addresses.
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5. Showrooming is out.
Webrooming is in.
Real-world showrooms were once considered the
premier method of demonstrating how products
could reasonably fit into the average lifestyle - think
furniture store displays designed to show how
couches, chairs, tables, and accessories like lamps
and vases could be paired to create a cohesive living
room, for example. These days, with many
consumers doing all of their shopping online, the
practice of web-rooming has replaced the traditional
showroom.
Online shoppers can easily flit from website to
website in search of the best products, options, and
pricing. One way to compete is to provide something
more, to paint a portrait of how products and/or
services will enhance someone's life. Helping
consumers imagine how products can integrate into
their lifestyle and enjoy the benefits as a result is what
web-rooming is all about, and it's a must for any small
business looking to adopt growing marketing trends
in 2016.
Did you know: Consumers want to know
exactly what they will be buying before
they make a purchase, consulting 10+
sources before making a purchase.
7 | linkencounter.com | [email protected] | 562.207.9059
17418 Studebaker Rd.
Cerritos, Ca 90703
562-207-9059
[email protected]