If you’re a small business looking to invest in marketing, priority one is a strong digital footprint.
Gavin Nash, Marketing Director at Mulcahy & Co, said on Episode 52 of the FS360 podcast with Danny Archer that consistency is key when establishing your digital footprint.
“How is your business shown and communicated online? That’s on Google search, on your website, on your social media accounts,” he said.
“The key to that digital footprint is to get it consistent … the logo’s the same on everything, the photos are the same, your business description and what your services and products are the same.”
When it comes to marketing your business, however, Nash said that establishing an identity is key to how you attack marketing.
“(Marketing is) the action … marketing can be an ad campaign in a newspaper, tv, radio … it could be a Google ad these days, it could be an article on your website, maybe it’s social media posting,” he said.
“The branding is your business identity, so that’s the things that customers remember after they’ve dealt with your company. It’s important for all businesses to develop a brand identity over time, this is central to what you do with your marketing efforts.”
Next is advertising, which could include radio or Google ad campaigns or paying an Instagram influencer to promote your service or product.
“The trick is to find the thing that works best for your business and then stick with it,” Nash said.
“We’ve got a couple of clients who are on Google ads now and that’s all they do … because that works for them. On the flip side, I’ve also had clients that have taken up a Google ads campaign for three to six months (and it) hasn’t worked.”
The same could be said for social media marketing, it’s not a one size fits all platform. The key, however, is to build followers with knowledgeable, regular content.
“Facebook … it’s really an older demographic now … TikTok, much younger demographic. LinkedIn allows you to add links into your posts in more of a professional network … Instagram doesn’t allow you to do that,” Nash said.
“You can actually pay to have some ads that push out to a whole lot of people … Facebook, Instagram, LinkedIn, they’re (some) of the few where you can say ‘I’m going to target Avoca, plus 20km’ … and you can just market to females or males or both, in an age group.
“The key is planning … commit to it.”
Social media marketing transitions into content creation, which is suitable for service-based businesses and could help them in what Nash describes as a “trust economy”.
He said written articles, videos, social media posts and more help yourself become a trusted expert in your field.
“Google’s algorithm used to be all keywords … now the algorithms’s all about trust and rewarding content. We’ve got a refrigeration mechanic … we’ve got him writing articles about … his services because that positions him as expert. Google likes the fact that he’s constantly putting these articles up … when someone searches for that service, his website’s more likely to come to the top,” Nash said.
To listen to the episode - search 'FS360' on Spotify, Apple Podcasts or listen here on our website: https://www.mulcahy.com.au/fs360-podcast
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