12 Oct Marketing Made Easy for Small Businesses
Small businesses face unique marketing challenges when it comes to budgets, competition, and gaining customer loyalty. Despite that, there are many tools and techniques that can be leveraged to make the most of what you have. Small businesses can still make a big impression!
In an increasingly digital world, you need to have social media accounts. The great thing is they are free to create and use. Who doesn’t love free advertising? However, you can’t just create an account and let it sit. You need to actively engage with your followers if you want them to stick around. Understandably, time is tight and you can’t necessarily be on social media while you’re trying to juggle managing your business. This is where a scheduling tool, like Pardot, comes in handy. What sets Pardot apart from other social media schedulers available is not only does it manage your email contacts, but it also tracks customer clicks and activity, so you can quickly learn what kind of content brings the best results and focus your efforts there.
Email and Social Working Together
Email marketing is another cost effective way to engage your customers and inform them of promotions, contests, or new products. The challenge is building that database. One way many small businesses start out building their email contact list is by simply asking customers when they are at the cash or physically at your location. This is effective if you have a lot of customers coming in your door on a regular basis, but for online stores or services, this simply won’t work. Both physical and online stores can take advantage of email captures on your website or through your social media accounts. For example, with Pardot, you can build a landing page with a form to capture newsletter subscriptions. It’s also easy to put links on your social media accounts back to your landing page or form and encourage people to sign up.
To maximize both social and email, make sure that each email you send out has links to your social accounts. In this way, social and email work together to help grow both and keep your business top of mind for your customers.
Just Too Good At Good-Bye
Remember, with Canadian Anti-Spam Legislation (CASL), you have to make it as easy for people to unsubscribe from your email list as it is for them to sign up. Every email sent out must have an unsubscribe link. Even though it’s hard to say good-bye, Pardot makes it easy to comply with CASL by having the unsubscribe variable tag. All you have to do is insert the tag in the bottom of your email and that aspect is taken care of.
We all want customers to come back and stay loyal though, so having a tool like Pardot doing a lot of the effort for you makes it so much easier. You can save time and nurture your customers by putting them in drip campaigns, tailored to their interests or past interactions with you or your products/services. This can be totally automated, so you can continue engaging your customers no matter what time of day it is. For example, you can have it set that when a customer completes a purchase on your site, they automatically receive an email with a discount code to apply to their next purchase. It’s as simple as that!
How do we know so much about how Pardot can help small businesses? Because we’re a small business and it’s what we use here at Nubik! Of course, it being fully integrated with Salesforce makes it an easy choice as our marketing automation tool.
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by Kelly Bron Johnson, Marketing Coordinator