Good advertising and marketing can go a protracted option to serving to a enterprise succeed.
“That is what we do all day, daily,” 1canoe2 Paperie proprietor Beth Snyder mentioned.
Throughout a Callaway Chamber of Commerce webinar Thursday, Snyder outlined advertising and marketing methods and sources for companies.
The webinar was organized to correspond with a grant not too long ago introduced by the Fulton Space Improvement Fund — due to county CARES Act funding, small companies can apply for a grant to cowl advertising and marketing prices.
Snyder has realized about advertising and marketing although working her enterprise, which depends on on-line gross sales in addition to the Brick District storefront.
“An important factor is to know your purpose,” Snyder mentioned.
Targets may embody rising social media engagement, driving foot visitors up or rising gross sales. For instance, the advertising and marketing objectives of a automotive dealership is likely to be totally different than a small retailer.
Snyder mentioned advertising and marketing to extend social media engagement could be useful even when it would not encourage an instantaneous improve in gross sales.
“Social media engagement is about gathering your viewers in order that when you have got one thing to inform them, they’re there,” Snyder mentioned.
Enterprise must also have an thought for a way they’ll measure the success of selling.
“It isn’t clear lower,” Snyder mentioned. “This is among the hardest issues about advertising and marketing.”
Some issues, like gross sales, engagement, Google stats and foot visitors, are measurable. However some issues are difficult. Snyder gave the instance of a automotive dealership — most individuals do not determine to make an enormous buy like a automobile after seeing an commercial, however advertising and marketing can affect the place a buyer goes as soon as they’re finally able to get a brand new automobile.
Earlier than spending cash on advertising and marketing, a enterprise ought to take into consideration audiences.
“It’s a must to ask the suitable questions,” Snyder mentioned.
Good inquiries to ask embody — how many individuals will this attain? Who’re they? When will they see this?
“It is advisable take into consideration who you need to come into your door,” Snyder mentioned.
Snyder urged attendees give you their perfect buyer. Who’s that individual? What are their values and pursuits?
“Each time your doing advertising and marketing, I’m pondering, ‘what does Melony need to hear?'” Snyder mentioned, referring to 1canoe2’s hypothetical buyer.
This perfect buyer is the kind of one that is most probably to help the enterprise.
Social media permits companies to hyperfocus their advertising and marketing and promoting efforts on the best buyer — Snyder demonstrated how it’s attainable to pay to spice up a Fb submit, specifying what sort of person sees it.
Snyder additionally advisable companies base their advertising and marketing technique on belongings.
“Take into consideration what issues you have already got,” Snyder mentioned. “Should you’re a small enterprise, you can begin with what your finest belongings are.”
Snyder mentioned appearances matter — with Google My Enterprise, a small businessperson can edit what pops up when somebody Googles the enterprise, together with footage, location, contact data and hours.
Snyder advisable trying to specialists and professionals to assist with something from promoting and advertising and marketing to copywriting and pictures.
Snyder and Justis Smith of the Callaway Chamber of Commerce mentioned potential makes use of for the FADF advertising and marketing grant together with conventional tv and radio commercials, social media commercials, web site upgrades and giveaways and promotions.
Companies could be awarded as much as $1500.
Extra details about the FADF advertising and marketing grant could be discovered at https://www.callawaychamber.net/covid-19-resources/.
Companies are inspired to use by Oct. 30.