Free marketing for entrepreneurs
Free marketing for entrepreneurs
Google my business
the right marketing."
1895 - 1910
SEO - Search Engine Optimization
Don't forget that SEO is dynamic and alive. It is constantly influenced by Google's algorithms.
Setting up a Facebook page with good information, photos/videos, opening hours, links and a few organic posts takes no more than an hour. Then you can start inviting your friends to "like" the page and ask others to do the same. But be aware that Facebook's algorithms are starting to tighten visibility and reach for organic posts.
Facebook, like Google, wants to lift its advertising section where you can promote your message, product or service to a selected target group. Or just "sponsor" your organic posts for increased reach and visibility. The difference with Google is that with Facebook's advertising tools you can reach those who are not actively searching for you or a product/service. So you can generate interest in a completely different way than in SEM (Search Engine Marketing).
Instagram's algorithm is still more generous to organic posts than Facebook's. Plus, this channel is perfect if you have a physical product to display. Plus, this channel is perfect for those who have a physical product to showcase. Take advantage of all of Instagram's features with photo/video posts, live broadcasts, stories, etc. The pendulum of what's trending is constantly shifting, our best tip is to dare!
Something that is not exactly free can be to map a few profiles that are relevant to your target audience. For example, if you sell handmade ties, bow ties and accessories, it may be an idea to give away a few copies in exchange for a medium-sized profile (about 10,000 followers) posting a post and tagging your profile.
Today's consumers trust what their role models consume. In this way, you as a smaller player have come a long way. So be sure to find content partnerships!
That's probably how a LinkedIn salesperson would describe the channel. But it really is true. Social Selling is something that has become incredibly big lately and is about meeting your customers in social platforms. Such as LinkedIn. Get in touch, write messages, like and comment on posts and ask for a short and unconditional meeting through LinkedIn. Many people let their guard down more when they are on LinkedIn than if they get a phone call on their cell phone. If you are someone who sells B2C, i.e. to private individuals, this may not be the channel for you.
You are your own producer
Content marketing goes hand in hand with SEO so do a keyword analysis to see what people are searching for and include those keywords in your headlines, meta description and text.
- "How to make a perfect risotto"
- "Become a master of the garden"
- "7 tips on how to get rid of tough stains"
You can contact an influencer who would suit your target audience yourself or go through existing networks. Keep in mind that you don't have to use the biggest ones as they probably charge the most for the job. So it's not completely free. But you can get away relatively cheaply anyway. Spend some time and map out accounts on Instagram, for example, that have a few thousand up to 20,000 followers.
Tools such as Mailchimp, Mail Poet or other plug-ins, Apsis and linking the mailing to the Google Analytics account are things that are worth looking into before you start your email marketing.
For example Tripadvisor, Yelp, Prisjakt, Dorunner, etc.
But you as a small business owner can also work with PR. Get in touch with the local newspaper. They are happy to write about you if you have a funny story or something else to tell.
For example, the hamburger restaurant that offered food to stranded motorists during the snow chaos last year. Not completely free, due to the cost of the food and the time to distribute it, but the reach and goodwill you create reaches thousands and builds their brand in a positive way. Keep in mind that it should not feel forced, but genuine and honest efforts are what work and build your brand.
There are many business intelligence tools such as Meltwater, Signal Signal, Google's own suite, Ahrefs, etc. Some have free or trial versions that you can use. Usually, following a few news sites, social channels and hashtags is enough to keep you updated.
Set a budget
Customer's buying journey
Customer's buying journey
What is a shopping trip?
Why do you make a shopping trip?
- Why do we have so few customers?
- Why do customers leave us?
- Why do we have such poor additional sales?
- Why do we have so few repeat customers?
- Why are we not getting customers in that specific segment or geographical part of the country?
- Why don't we get any reviews?
The 9 parts of the buyer's journey
For example, if the customer has bought a pair of shoes, you can write content about shoe care.
Marketing and channel strategy
Take a store and e-retailer as an example. Let's call it inQredible Bikes AB. They sell bicycles and accessories for the whole family, have a physical store and run an e-commerce that delivers to the whole of Sweden. inQredible Bikes would probably not do so well if they only invested in one or two channels. You need to spread out and be present in the channels where the target group is located.
With a little knowledge of the different channels and a good target group analysis, you can quickly opt out of channels where you should invest very little or not be present at all. But above all, you can identify the channels that you should focus on. The different channels perform differently in different parts of the buying journey.
Target group: Everyone
So instead of spending large sums on TV commercials or newspaper advertising, inQredible Bikes AB, for example, can spend a smaller amount on reaching, for example, men and women between 20-45 years old, who like bicycles and live in Västerås. Because that is where they have their physical store. You can go wide or very narrow.
Target group: Mainly younger people, especially women. Older users are increasing. Good for inspiration around fashion, design, physical products, travel, etc.
Facebook is by far the largest social network. Over 74% of Swedes use Facebook at some point, compared to Instagram's 53%. However, the number of young users on Facebook is decreasing every year.
These are believed to choose alternatives such as Instagram, Snapchat, KIK, etc. Here too, you can create a business page for free. With opening hours, links to your website, pictures, videos and more, you will go a long way. Especially if you have a popular business that can quickly gain followers organically (for free). Messenger is a big part of the usage where you can chat and call people you know. Like Instagram, you can pay to advertise on the network and take advantage of Facebook's huge amount of data and insights about its users to target your efforts.
Target group: A large part of the digital population. More older people as their usage is greater than younger people.
Target group: Younger (millennials).
Target group: For those who sell B2B and want to get in touch with decision-makers, this channel is important in the buying journey.
It is interesting that the POTUS (President of the United States of America) twitter profile, at the time of writing, has 21 987565 followers while Donald Trump's personal profile has 47 233 393. But he is beaten by former President Barack Obama who has 99,527,886 followers.
You can advertise on Twitter but it's not very big. If you have an app, it may be a good idea to advertise to get downloads. Many people create profiles to follow a certain genre such as football or politics.
Target group: Older people. Those who are interested and want to interact with the brand. Good for PR and some SEO.
The biggest consumers of YouTube today are believed to be children under 5 years old. Parents have started to show e.g. Babblarna or other children's programs on their mobile phones or tablets when the children are eating, driving or similar. So the question is, what will their internet use look like in a few years?
Target group: Mainly younger men and women. With reservation for small children.
Target group: Broader target group than Youtube, mainly in terms of age. Professional creators and animators.
Target group: Women aged 18-35.
Target audience: Small. Mainly younger women.
How can you ensure that the person who saw the ad on Facebook or even clicked on your website is reminded to buy your product? Simple! With remarketing, you can ensure that a person who has clicked on, for example, a red bike in inQredible Bike's e-commerce can get an ad for the red bike in their feed on Facebook, Instagram or as a display ad in, for example, the Google Display Network.
Let's say you've clicked through to the inQredible Bikes website and added that red bike to your shopping cart, but then realized that it might not be the best purchase right now. It's the middle of the month and your finances are a bit strained. A cookie is saved on your computer, phone or tablet that allows you to advertise that bike again after the 25th. When your salary is in the account and you are more likely to shop.
As competition intensifies, consumers are looking for more information than before. Reviews, ratings and comparison sites are extremely important today. Make sure you have arrangements for Google Reviews, Facebook, Eniro, Trustpilot or similar. There are a number of industry-specific sites that can be useful to know about.
The most common communication service by far is still email. A full 97% use email and a majority do so daily. Both in their professional and private lives. So don't underestimate the power of email marketing. There are several ways to get away cheaply or even for free. One popular tool is Mailchimp. There are also Sendinblue, Sendgrid and Hubspot.
SEO (Search Engine Optimization)
Let's not get long-winded. SEO is a big world and in short, it's about getting your website and landing pages to rank high in the search results. Place 1 is of course desirable and gives about 17% of the clicks while place 3 gives about 5%. Depending on which industry and search has been made.
Target group: Everyone who uses Google.
You can also use the email address to send out offers and share your blog posts. In this way, you create added value for the customer and are top of mind when the next purchase is made.
Are reviews important to my business?
Are reviews important to my business?
Google My Business
If you don't have a Facebook page today, it's time to create one. If you already have one, you can start by asking for a review. Maybe even through another channel like Instagram or your website? You can use various plug-ins or other services to easily implement Facebook on your website for a better user experience.
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