The success of a small business has a lot to do with its marketing plan. Marketing is used to attract the customers needed to keep a business viable and operational. Marketing strategies are used to help a business achieve sales goals and branding initiatives. Through a variety of tactics, marketers work to attract the right customers to the business.

When business owners sit down to write their marketing plan, they need to consider what makes sense for their small business? What is working in the marketplace? And where should they start?

Here are 8 marketing strategies to set your small business up for success.

1. ESTABLISH A BRAND

For a small business’s customers and potential customers to know what their company is, does and stands for, they need to have a clear brand identity. Once they have decided on their company’s identity they need to match it with a suitable name, logo, colors and imagery that conveys their brand to customers.

Small businesses owners might decide to establish a brand look with the help of a freelancer or by collaborating with an established agency. This process can be costly but in the end, it is worth it. Think about the recognition of established brands like McDonald’s or Starbucks and how that recognition is tied to their brands, logos and colors.

Once a company has their logo, they should put it on everything: advertising, business cards, website, envelopes and email signatures.

2. KNOW YOUR CUSTOMER

There is no such thing as a one size fits all marketing strategy. Each business caters to a different niche in the market and therefore each company requires a marketing plan is specific to their goals and needs.

Before deciding on tactics and a strategy, small business owners need to better understand who

their target customer is by asking these questions:

• What is their demographic?
• How old are they?
• Where do they live?
• What online services do they use?
• How do they look for products?

Knowing these things about their target customer will help a business develop a targeted and effective overall marketing strategy that will focus on the channels that will produce the best results.

3. CREATE A WEBSITE

Websites are the modern-day business card. It is the first thing potential customers see when the Google company name and the first chance a company to make an impression. A website is the foundation of a marketing plan. Companies can use their website to provide their customers with more information, grab free traffic via search engines, drive people to their social media and establish themselves as an authority in the marketing through helpful content. Get more info on digital asset management.

If your company doesn’t have a website yet, it is easy enough to get one.

Buy a domain name: Choose the name you want, see if it is available and pay a monthly or annual fee associated with owning that domain.

Sign up for web hosting: this is where another company hosts a company’s web page on their servers and manages serving it up to their customers. This is often available through the same company where the domain name was bought from.

Get a content management software (CMS): This is used to both create and update the website over time. There are a number of free templates but if a company wants something more unique or customized, they can $50-100 for premium themes.