Boost your small business marketing with these 3 essential questions

Unearthing your unique selling proposition
Paul Knowles Senior Director, Marketing Pitney Bowes
11/21/2023 Digital Transformation

Owning a small business can be both exhilarating and overwhelming, especially when it comes to managing the endless to-do list. But one thing you cannot afford to overlook is marketing. A successful marketing strategy can be a game-changer for small businesses, helping to attract new customers, build brand awareness, and ultimately drive sales. Let's dive into three key questions that can help you sharpen your marketing strategy for maximum impact.

1. Do your marketing efforts have a clear revenue based goal?

Regardless of the platform you use for marketing—be it direct mail, email newsletters, or social media—it's essential to have a clear and measurable goal in mind. "Increase sales by 5%" or "gain 1,000 additional subscribers" are examples of quantifiable marketing goals. While it's okay to occasionally experiment with a new marketing idea, most of your campaigns should aim towards achieving a specific, measurable outcome. This not only keeps you focused but also helps you track the return on investment (ROI) of your marketing activities.

When it comes to direct mailing, many businesses overlook the potential of hybrid mail—a service that combines the benefits of digital and physical mail. Essentially, you create and send mail electronically, which is then printed and delivered physically by Royal Mail. This innovative approach provides several key advantages that can elevate your marketing efforts.

2. Are your marketing channels current?

In this digital age, keeping your marketing channels up to date is more crucial than ever. This includes both your physical marketing materials and your online presence. A website with outdated information or a social media profile that hasn't seen a new post in months can seriously dent your brand image. Make it your priority to keep your marketing channels fresh and current.

3. How are you promoting your business?

As a small business owner, you should always be ready to answer this question. Remember, there's no one-size-fits-all approach to promoting your business. What works for one business may not work for yours. Keep experimenting with different promotional strategies and channels, and don't be afraid to pivot if something isn't delivering the expected results.

If you've confidently answered these three questions, you're on the right track to build and grow your business. If not, don't worry—it's never too late to revisit your marketing strategy and adjust. Remember, the key to success is continually learning, adapting, and moving forward.