Every business, regardless of its size or the sector of industry that it operates in, needs to be able to undertake effective marketing activities. Effective marketing has a wide range of benefits to any business. It can help to improve the corporate image of a firm (for example, by advertising a company’s commitment to sustainability or how it supports good causes). In addition, effective marketing strategies can be a key way to grow your business, improve your market share, and enjoy improved revenue streams.
Traditionally, marketing for many firms involves advertising on traditional media, such as by paying for TV, print, or radio adverts. However, in the digital age of 2024, there are many other channels and methods to consider when marketing your firm. Business leaders should consider a broad range of marketing strategies and opportunities when seeking to grow their organisation.
This article will discuss some top tips that will help a wide range of businesses undertake marketing more effectively and with improved outcomes.
Don’t underestimate the power of signage
In the digital age of business, it’s important not to overlook some traditional methods of marketing in your overall business strategy. For example, your business premises should have professionally designed and produced signage that’s in line with your company and brand image.
Remember that all corporate signage and branding should be distinctive and easy to read at a distance. Consider viewing distances and sign size when creating business signage. Follow the rule that ‘less is more’ in terms of the number of words on your sign. It needs to be easily read at a distance and have logo and font styles that are similar to those found at other customer touchpoints, such as your website and on product packaging.
Ideally, your business signage will form part of a coherent branding strategy that allows your firm to become instantly recognised in the eyes of potential consumers and your target markets.
Drive traffic to your website with SEO
In 2024, almost every type of business needs to have a high-performing company website that offers an enjoyable experience for all visitors to the site. An estimated 20.8% of all retail purchases took place online in 2023, and this demonstrates the importance of e-commerce channels for most businesses. However, in a world where the number of websites increases at an almost exponential rate, it can be difficult for any business website to be noticed online.
The company website is one of the prime customer touchpoints, and it’s paramount that high volumes of traffic are directed to the site, especially when potential customers do organic web searches (i.e. when they’re looking for specific products or services). Put simply, there’s little point in having a well-designed business website if it doesn’t receive sufficient levels of traffic to support sales and business growth.
Thankfully, by adopting a range of search engine optimization strategies, your company can enjoy increased volumes of traffic to the company website. These include but are not limited to, ensuring that every webpage loads quickly and can be accessed easily on a range of devices, including the smaller screens of smartphones. In addition, all content should be authoritative and well-researched, and products should be clearly illustrated with informative descriptions.
There’s a wide range of effective SEO strategies to consider, so it may be wise to employ a dedicated SEO specialist to ensure that you enjoy high volumes of traffic and boost your company’s image online.
Attend trade shows
As well as using strategies to improve your visibility online, it’s also important to consider events that take place in the physical world that can be used as a vehicle to market your firm. Ensure that you stay up to date with industry-specific trade shows that are taking place locally, regionally, and nationally. These events can be an ideal way to promote your business to both consumers and other businesses in the same sector, ideally helping to cultivate mutually beneficial business relationships.
Ensure that your team brings key items from your product range that can be demonstrated to your target markets and other business leaders. Also, make sure that you bring some promotional business merchandise. Simple products such as mouse mats and coffee mugs can be personalised with your company information (especially your contact details and website address) before being handed out to interested parties. This can be a key way of gaining future sales after the event has taken place or building contacts in the wider business community.
Ensure that you network effectively at these trade shows; ideally, you’ll leave the event with a considerable number of contacts that will help your business explore collaborative opportunities with other key industry players.
