Small business marketing on a shoestring can be achieved by combining free services along with paid. By being strategic with your resources, you can master marketing your business on a budget.
Here are 7 ways to market your small business on less than £100 a month.
1) Google My Business
In addition to listing your business on the UK Business Directory, fill out the Google My Business online form. This is a free service offered by Google. Google My Business is especially useful for local SEO (search engine optimization). Over half of all mobile searches are for local businesses. Completely filling out the form will give you a full profile. Make sure to include a brief bio, photographs and social media channels.
If you have multiple locations, fill out a separate form for each location. Be sure to fill out the exact same address as in your website and social media. Keeping consistent shows Google you are a quality site and they will rank you higher in search engine results.
Facebook business pages are a free way to market your small business. You can share your latest news and products. Next, take that up a notch. Also create a Facebook Group and build community. You can become a micro-influencer by recommending daily practices or advice related to what your customer needs, in order to solve their problems or to enjoy life.
Make yourself become more visible through podcast interviews. Podcasts are always looking for new content. Send out press releases to podcasts that are related to your business niche, or for other small businesses like yourself. This is a great way to market your brand to potential new customers.
One bonus is that the link from the podcast page to your page is also valuable for your SEO. This is called a quality backlink. This demonstrates your expertise and Google favors sites that professionals and experts.
Podcasting doesn’t end here. Consider creating your own podcast. You may consider creating a lifestyle podcast that appeals to your niche. Read up on the steps to host a podcast and try to be creative with your £100 monthly allotment. While podcasting software such as Audacity is free, microphones can be expensive. Check used shops for quality mics.
4) Create A Content Calendar
Creating a content calendar is free. Social media is free. Yet, both require your valuable time. By creating a content calendar that includes your releases, holidays and other special events related to your product or niche, can help you save time and still engage with social media.
A content calendar just keeps you organized and consistent. Being consistent is important with social media.
5) Use PPC Wisely
Using PPC (pay per click) wisely can help that £100 monthly allotment stretch further. What are some PPC savings tricks?
- Negative Keywords: Only pay for search keywords that apply to your business. This means that if your business is a window glass business, negative keywords are fused or car glass.
- Local Keywords: Focusing on local keywords can be less expensive and get you more bang for your buck.
- Timed Ads: Timing your ads, or publishing ads on just a few days a week can help you save money.
- Prioritize Goals: Do you want to generate sales or are you more interested in brand awareness. By focusing on one goal, you can make that money stretch.
6) Recycle Content
Don’t be afraid to freshen up and recycle old content. This is an opportunity to fix your website’s SEO. This means that you are following best SEO practices. This includes only using a main keyword in one article. By creating multiple articles with the same keyword, the Google bots get confused and will just randomly choose a piece with that keyword. This may not be the content you want to be found first. Help Google out by using that main keyword in just one article or blog post.
Then, update related content with other main keywords. Lastly, link each of these articles to each other. This demonstrates to Google that you are an expert in your field, and will reward you with higher search results.
7) Hire Freelancers
Don’t be afraid to use that £100 monthly allotment to hire freelance writers. Having an expert help you build up your content can help with your SEO ranking, while freeing up your precious time.
What you need to know from Google Marketing Live
Here’s everything marketers and advertisers need to know from yesterday’s Google Marketing Live 2022.
Performance Max upgrades. Google is helping more advertisers try their most automated campaign type, Performance Max. These enhancements include:
- In-store goals
- Burst campaigns for seasonal foot traffic
- ‘Experiment tools’ to help test potential lift
- More insights
- Support for Search 360 and the Google Ads app
- Optimization score recommendations
- Read more: 6 updates coming to Google Performance Max campaigns
Shorts are limited to one minute in length and advertisers may want to tighten up and hone in creative, given the timeframe. This will be rolling out now to advertisers globally, so make sure to measure results and annotate accordingly.
Swipable shopping ads in search. A big, bold new ad display pairs organic shopping results with shopping ads for a highly visual shopping experience. This is for apparel brands only and will be available through Search and Performance Max campaigns.
Product feeds for a shoppable YouTube experience. Later this year, advertisers will have the ability to connect product feeds to campaigns to create shoppable video ads on YouTube Shorts. Google said they have been experimenting with ads in YouTube Shorts since last year and are now slowing rolling out to advertisers across the globe.
Google said this is a “key step on our road to developing a long-term Shorts monetization solution for our creators, which we’ll share more about soon.” Beyond that, no additional context on this interesting marriage of the feed and Shorts was provided.
Coming soon to search results: 3D models of products. According to Google, “Augmented reality (AR) on cameras gets us close, and shoppers are ready for it. More than 90% of Americans currently use, or would consider using, AR for shopping.”
Merchants will “soon” have the ability to have 3D models of their products appear directly within the search engine results pages. No additional details on the program have been released.
Insights page updates. The Insights page is getting a major overhaul, with a focus on attribution and first-party data.
A new attribution section will show advertisers a better view of what drove conversions within accounts.
This will also recommend a better attribution model if Google detects it can provide a better view on conversions.
The last new insight is the support of first-party data. The insights page will help advertisers view which customer lists are driving performance for campaigns – with privacy at the forefront.
According to Google, new budget insights may help to identify opportunities to optimize ad spends. This feature will show how spend is pacing against performance.
The implementation and rollout will be interesting to observe, but much like Google’s recommendations, this should only be one piece of the decision-making puzzle.
Loyalty program ads integration. Advertisers using Performance Max along with a product feed will be able to drive more loyalty sign-ups across YouTube, Display, Search, Discover, Gmail and Maps, Google announced.
While this sounds interesting on paper, there will be a lot to unpack in the execution of this program. Advertisers with shopping feeds generally look to drive revenue from ads, not sign-ups.
The details are fuzzy at this point, but Google said more updates are coming in the second half of 2022. This is slated for the U.S. only.
Video ads in Discover
A big addition for video advertisers is the announcement of video ads showing directly in Discover. This is a great fit as Discover currently features many videos in the feed currently.
Discover ads work well with bold, eye catching images currently and video should be no different.
Google Audiences for Connected TVs. Advertisers will soon be able to use connected TV campaigns to target viewers across YouTube and “most” other connected TV apps. This exciting new development will bring affinity, in-market, and demographic audience segments to connected TVs.
The affinity audiences are available in a global beta. The in-marketing and demographic audiences will be in beta for global advertisers at the end of Q2.
Checkout on Merchant. Google will be streamlining checkouts for customers that “have decided what they want.”
With this implementation customers won’t need to go through so many screens/pages in order to checkout and will instead be sent directly to the existing buy-flow from the merchant – directly from the product listing. According to Google, Merchants will “own the customer” as the transaction happens directly in their flow.
While an interesting concept, this direct purchase may see a decline in AOV (average order value) as users won’t browse the site and will instead click the product listing and directly purchase. This is currently a closed pilot and Google is working to expand and move towards general availability in the coming months.
Asset Library availability for all advertisers
A nice new feature announced will help advertisers leverage current ads and assets outside of Google. According to Google it will be a “one-stop-shop” for asset collaboration and storage for images and video content.
These assets can be accessed once imported from Discovery, App and Performance Max campaigns with plans for YouTube and shopping “coming soon.”
YouTube video creation in 60 seconds
No video ads? No problem. From within the Asset Library, Google announced that advertisers can create a video ad and publish to YouTube in as little as 60 seconds. This can be done with as few as 5 images, logos and text assets with the outcome being “an effective ad”.
Advertisers that have seen the auto-generated Performance Max campaigns haven’t been overly pleased with videos that have been created, so make sure to proof the output if you use this feature.
Enhanced Conversions for additional channels
A new Enhanced Conversions for Leads is a privacy safe connection between leads and funnel progression by way of offline conversion imports. A new Lead Funnel report will be coming to Google Ads later in the year to help visualize lead progression.
A beta of Enhanced Conversions for website conversions will be opening for Search Ads 360 and if you use 3rd parties to manage campaigns like Tealium, Segment, mParticle and Adobe may already feature Enhanced Conversions.
Why we care. Some of the items released (e.g., Checkout on Merchant and swipeable shopping ads) may have a major impact on advertisers, while other features (like the Performance Max experiment tools and Shorts expansion) may not.
Like every year, with many of the new features the devil will be in the details but the additional insights, and targeting should shake out to be an upgrade for advertisers across the globe.
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