Feeling lost in the crowd? Small and midsize businesses lose presence when they spread their marketing efforts too thin. The answer? A repeatable, high-visibility marketing “stack.”
Here are some ways to get noticed:
Pick one audience and one promise
When you speak to everyone, you engage no one. Write a one-sentence promise that your target buyer can understand in five seconds. Try this format: We help [who] get [result] in [timeframe] without [pain]. Example: We help busy homeowners replace drafty windows in 30 days without sales pressure.
Now choose one proof point: Examples: Years in business. Warranty length. Financing approval rate. Average install time. Put that proof point in your headline everywhere.
Treat social media as one lane, not a highway
Organic (unpaid) posts don’t reach enough people, often enough to create demand. The reality is your prospective customer must see your message multiple times before they’ll act.
A realistic paid social budget starts at about $1,500 per month. If your service is high competition, expect more. If you only spend $200, you may get activity but you won’t get the results you want. Paid social will work faster if you do these things: Send traffic to one focused service page, use before-and-after proof, post short video, and follow up quickly.
Build an email engine that keeps you visible
Email is one of the most effective marketing channels. Your email plan does not need to be complex – you need one newsletter, preferably weekly. Content can include one tip that prevents a costly problem, one proof story with photos, and one offer and call to action. It is time well spent.
Use print the smart way
Print still works — when it is targeted and repeats. Direct mail often shows response rates between 2.7% to 4.4%. That can beat digital response rates when your offer is strong. Use a simple headline with a clear offer. Repeat at least 3 drops. One-and-done rarely moves the needle. To measure results, add a call tracking number or a QR code.
Simplify your channel mix
- You must have a Google Business Profile with recent reviews and photos.
- Try paid social. One target audience, one offer, one landing page, fast follow-up.
- Email. Once weekly; short and engaging.
- One offline channel. Try direct mail and track results.
Run your campaign consistently for 60 days. Track leads, appointments and closed sales weekly.
Does that seem like a lot to get you started? At NüPOINT, it’s what we do every day . We offer turnkey packages that take the burden off you so you can focus on the customer. Check out www.nupointdigital.com and let us put together an effective marketing stack for your business.