Marketing your small business can sometimes feel like a challenge, but there are effective low-cost ways to get your brand noticed. Are you interested?
This week on Xero Gravity we welcome Emma Sharley – brand marketing expert and director of her boutique marketing consultancy firm, E|S Marketing Consultancy.
Emma stops in to share what she’s learned from starting her own small business, what recent changes she’s seen in marketing, and why you don’t have to spend a lot (or in some cases, any) money to see results. And coming in with decades of marketing experience, we’re listening.
For many small business owners a limited marketing budget might be the norm, but using a little creativity will go a long way for your brand. One thing that Emma suggests is reaching out and collaborating with influencers to get brand exposure. Bloggers, YouTube, and social media stars, to name a few, all have their own networks of followers that your small business can leverage to reach future customers.
And approaching this type of partnership as a give-and-take builds a mutually beneficial relationship where payment doesn’t always have to be financial – which is great news for your budget.
“You’ve got to look at what they’re after, and most of the time it’s exposure. So if you can give them exposure or if you can give them something that’s of value to them, then often there’s no financial exchange. It’s more of a value exchange.” says Emma.
This type of influencer marketing has really gained momentum in the past couple of years as consumers look inside of their own networks for recommendations before making a purchase decision. Not only that, shoppers are also getting smarter and doing a lot more research on businesses and the products they offer before choosing to spend their money.
“So often you’ll find that the customer knows more about your product and service than your employees do. And they’re equipping themselves with all of this knowledge so when they go into a retail store they know exactly what they need. If the retail staff cannot answer straight away and cannot help them, then they obviously become frustrated with the service,” says Emma.
“So the expectations of the customer have become incredibly high and it’s really forced brands to become accountable,” she continues.
Tune in to hear more low cost marketing tips from Emma on episode 63 of Xero Gravity – including why you need to approach marketing as more than just a support function for your business and how simple storytelling will make your brand stand out from the rest.
Small Business Resources:
If you enjoyed this episode, join us again next week. We’ll be chatting with Brian Quach from Tree to Tub (formally known as Soapberri) on his ultra successful Kickstarter campaign and how his entrepreneurial spirit lead him to market the first soap made from trees. Be sure to check out all of our previous episodes for more small business tips, resources and insights.
What would you like to hear?
Got a topic you’d like to hear discussed? Or a business expert you admire and would like to hear from? Let us know in the comments below!