In the current economy, money is tight and unfortunately, marketing is often the first expense to be cut. However, to continue to attract new clients, it is important that marketing continues. There are many simple tasks that business owners can do themselves, to keep their marketing progressing. Let’s take a step back and focus on the essential, easy-to-implement marketing basics that every business can use to improve their reach and results.

1. Build and Nurture Your Email List

Your email list is one of the most valuable marketing assets you own. Unlike social media platforms, where algorithms control who sees your content, your email list allows you to connect directly with your audience. Here’s how to build and leverage your email list effectively:

• Add Every Lead: Include emails from all your discovery calls, existing contacts, or quotes in your email list. Use systems like Xero, your calendar booking system, or even your email contact list.
• Use Forms on Your Website: Place sign-up forms across multiple pages of your website to capture leads. Ensure the form is simple, asking only for an email to reduce friction.
• Lead Magnets: Offer something valuable like a free checklist, guide, or discount to encourage people to sign up.
• Share Regularly: Don’t just create an email list—engage with it through newsletters or exclusive offers. Regular campaigns with clear calls to action, such as a link to a blog or service page, help measure engagement and drive traffic.

If you don’t see results after a month of consistently sharing, reassess your offer. It may not be compelling enough to get people to sign up.

2. Set Up a Google Business Profile or Other Directory Listing

Creating a Google Business Profile is essential for local SEO and is a marketing basics every business owner can do themselves. It helps your business show up in local search results and on Google Maps. Even if you don’t have a website a Google My Business profile will ensure your business is in the search results. Here’s how to maximise this tool:

• Claim and Complete Your Profile: Ensure your profile includes accurate contact details, business hours, and services.
• Encourage Reviews: Ask satisfied customers to leave reviews. Positive reviews build trust and improve your ranking on Google.
• Bing Places: You can sync your Google My Business profile with Bing Places, and automatically, get more bang for your buck by covering the two major search channels.
• List Your Business in Directories: Take advantage of free listings on platforms like Yellow Pages, True Local, Start Local, White Pages, Hot Frog and so on to increase your visibility. Also consider niche-specific directories, even if these are paid listings to get your name into the world.

3. Leverage Social Proof

People trust reviews and testimonials from others. Make sure to highlight these wherever possible:

• Ask for reviews: Ensure you ask every client for a review, make it part of your process. Another marketing basics task you can implement straight away!
• Share Reviews: Post customer reviews or testimonials on your website, social media, or marketing offers. Even a simple screenshot from Google or Facebook can be effective.
• Email Signature: Add your star rating or a brief testimonial in your email signature to further build trust with every communication.

4. Optimise Your Website

If you don’t have a website yet, now is the time to create one. Even a basic website is better than none. Use a tool like Canva or VentraIP VIPsites for a simple, low-cost solution. At a minimum, your website should include:

• Contact Information: Ensure your contact details and business hours are easily accessible.
• Who You Are and What You Offer: Provide clear information on your services and how you can help potential customers.

If you already have a website, commit to a content marketing strategy like blogging. A monthly blog post can help you:

• Showcase Expertise: Position yourself as a thought leader in your niche.
• Attract Leads: Use blog content to drive traffic to your website and capture leads through sign-up forms.
• Boost SEO: Regular blog posts improve your chances of ranking higher on search engines.

5. Make the Most of Social Media

Consistency is key when it comes to social media. Here’s how to make the most of your social presence:

• Commit to a Posting Schedule: Regular posts help you stay top-of-mind for your audience. Even if it’s just one post a week, commit to it and be consistent.
• Engage with Your Audience: Don’t just post—comment, share others’ content, and participate in relevant groups. Engagement is where the business and connection happen, don’t skip this step. Block off at least 30 minutes a week to engage with your audience.
• Choose the Right Platforms: Focus on one or two platforms where your target audience is most active. Don’t overcommit yourself or spread yourself too thin.

6. Network Locally and Collaborate

Local networking can provide a significant boost for your business. Some easy ways to engage with your local community include:

• Attend Events: Join local business events or your chamber of commerce to build relationships with other entrepreneurs.
• Distribute Business Cards and Flyers: Hand out promotional materials at events or complementary businesses.
• Sponsor or Attend Community Events: Get involved in community events or sponsor local charities and sports teams.

Collaborating with other businesses targeting a similar audience can also expand your reach. Consider cross-promoting each other’s services or products.

7. Offer Exceptional Customer Service

Customer service is one of the easiest ways to stand out from the competition. Unfortunately, not every business excels in this department. Customer service is a marketing basics, that doesn’t cost you much but will yield good results. Make sure your customers always feel valued by:

• Training Your Team: Ensure your staff is well-trained and provides friendly, helpful service.
• Addressing Concerns Promptly: Handle complaints or issues quickly and professionally.
• Sending Personalised Thank-You Notes: A handwritten note or personalised email shows that you appreciate their business.

Conclusion

Marketing doesn’t have to be complicated. By focusing on these essential marketing basics, easy-to-implement strategies—such as building your email list, creating a strong Google Business Profile, and engaging with your audience consistently—you can improve your marketing efforts and drive real results for your business. Whether you’re just getting started or looking to refine your approach, these basics are a solid foundation for any small business.