If a small business begins its life as a booming success with sky-high aspirations and the potential to fulfill them, it can be tempting for the owners to take a Do-It-Yourself approach to marketing. While this may have worked in the previous century, in this day and age a business needs to have a plan—and if that plan is created by a professional, it will work better. With more products on the market than ever before and competition growing ever fiercer, it’s essential for small businesses to present themselves as real players on the board. This means hiring a professional to do most if not all things marketing related.
Let’s face it: no product can sell itself. Even if the first year or so was a blinding success, business owners often find they’ve drained their niche market after a few years of operation. Not only are many small business owners unaware of the process of tapping into new markets, many of them simply don’t have time to set up a marketing strategy. After all, they have a business to run.
The largest and most successful businesses (especially the most successful businesses) have a team of professionals creating advertising and website content in order to draw in new customers and keep existing customers coming back for more. While small businesses obviously don’t need a fifty-person team of marketers creating new content daily, it helps to hire out some professionals to optimize the chances of success.
Creating and running a website may seem like an easy task, especially since the owner knows the product inside and out. However, a website nowadays is a core aspect of a company. It’s the face that people see when doing their research on whether or not to buy, or where they can buy. Humans are an easily influenced bunch—many times, potential clients compare the website interface of one company with that of another offering a similar product—and they make their decision based on looks. If a business doesn’t have a professional, easy-to-use website with all the proper tools embedded into the layout they can lose out on clients and money.
Hiring a professional web designer will eliminate the risk of a site looking outdated, boring or containing improper code or redirections. Businesses can have a clean and professional site which is unique to them and their product, and that’s more than worth the initial investment.
The same goes for website content. The domain name, headers and content of a website are just as important if not more important as the layout, and they can make or break a small business. That’s because all of these factors contribute to SEO. Unless the product is so niche as to have zero competition and zero overlapping keywords (an almost impossible phenomenon), SEO is one of the most important marketing strategies and vital to the success of a business. SEO (search engine optimization) is the process of optimizing your rankings within the global search engines. Basically, your website comes up higher on the page than other websites, so potential customers click it first. It is absolutely imperative to have a professional work on the SEO because there are so many contributing factors involved, and business owners rarely have the knowledge or time to do it in the way that will most positively influence their business. You can read this article on Search Engine Optimization For Dummies to understand more.
Email and social media also play an essential role in marketing. Twitter, Facebook and Instagram have taken up a role semi-equivalent to that of newspapers in today’s society; people use them to get information and to display information on every topic out there. The major difference is that social media has a much broader reach than traditional news sources and thus a much bigger marketing potential. Everyone is on social media, and everyone uses email. Hiring an email/social media marketing specialist will ensure a business is taking advantage of every marketing opportunity out there in a well-presented and thoughtful way.
With each passing year, the importance of these types of marketing services grows larger. Hiring a professional to carry them out ensures small businesses have a fighting chance of success in the highly competitive market of today.