{"id":10656,"date":"2022-02-07T18:09:30","date_gmt":"2022-02-07T18:09:30","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/07\/four-big-marketing-lessons-from-small-businesses\/"},"modified":"2022-02-07T18:09:30","modified_gmt":"2022-02-07T18:09:30","slug":"four-big-marketing-lessons-from-small-businesses","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/07\/four-big-marketing-lessons-from-small-businesses\/","title":{"rendered":"Four big marketing lessons from small businesses"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/2022\/02\/Four-big-marketing-lessons-from-small-businesses.png\" \/><\/p>\n<div wp_automatic_readability=\"140.67153284672\">\n<p><?xml encoding=\"utf-8\" ????><\/p>\n<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>Contrary to the \u201cgo big or go home\u201d approach that global brands use, going small and more targeted can bring big results<\/li>\n<li><span style=\"font-weight: 400;\">Connecting with local markets is easier with localized messaging, imagery, and more<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Award-winning branded content creator, Melanie Deziel shares advice on how to personalize connections as your audience grows<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">As a marketer, it\u2019s really easy to get stuck in an echo chamber of \u201cbig brand marketing.\u201d\u00a0<\/span><span style=\"font-weight: 400;\">We watch what similar-sized companies are doing. We gush over the Fortune 100s pumping out big-budget ads with big names for the big game and their big sale. We admire international corporations that win awards for global campaigns, pull off outlandish PR stunts in Times Square, and land impressive celebrity spokespeople who rake in millions just for holding a product on Instagram Live.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it\u2019s great to get inspiration from big brands that push the envelope, it\u2019s easy to miss out on priceless learnings from more clever marketing moments that small and local businesses do to reach new customers, increase loyalty and set themselves apart.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Working with so many local and independently owned businesses\u2014both as a consultant in the past and now with <\/span><a href=\"http:\/\/theconvoy.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The Convoy<\/span><\/a><span style=\"font-weight: 400;\">\u2014I\u2019ve really come to appreciate the ways that they approach marketing, and I think we\u2019ve got some big lessons to learn from these small businesses.<\/span><\/p>\n<p>\t\t\t\t\t<!-- Rezonence Block --><\/p>\n<p><!-- Rezonence Block End -->\t\t\t\t\t<\/p>\n<h2><b>1. Prioritize people<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">One of the best things about local businesses is the personal relationships that form between the customers and the owners and staff.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When I walk in the door of my favorite coffee shop, they greet me by name, and my local pizza shop asks if I\u2019m having \u201cthe usual\u201d before I can even place my order. It makes me feel seen and valued as a customer and makes me more likely to go back.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For many big brands, scale comes at the cost of personal connection, and customers can end up feeling like a number. And while email merge tags can certainly help create the illusion of personal connection, they sometimes fall flat. Don\u2019t you agree, {First Name}?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Look for opportunities to bring <\/span><a href=\"https:\/\/www.clickz.com\/putting-the-personal-in-personalization\/266146\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a> and human connection<span style=\"font-weight: 400;\"> back into your customer experience at each stage of the customer journey.\u00a0<\/span><\/p>\n<h3>Here are some considerations<\/h3>\n<ol>\n<li><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What standardized communications could benefit from some personalization?<\/span><\/span><\/li>\n<li><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Where can you add video or audio to make things feel more human?<\/span><\/span><\/li>\n<li>Where can you swap general identifiers to individuals?<br \/>\u2013 \u201cFrom the team\u201d becomes \u201cFrom Tasha\u201d<br \/>\u2013 Emails sent from <a href=\"https:\/\/www.clickz.com\/cdn-cgi\/l\/email-protection\" class=\"__cf_email__\" data-cfemail=\"caaeafbca5a48a\">[email\u00a0protected]<\/a> instead of <a href=\"https:\/\/www.clickz.com\/cdn-cgi\/l\/email-protection\" class=\"__cf_email__\" data-cfemail=\"2d43425f485d41546d\">[email\u00a0protected]<\/a><\/li>\n<li><span style=\"font-weight: 400;\">What communities have naturally formed around your products or services?<br \/><\/span><span style=\"font-weight: 400;\">\u2013 How can you embrace and acknowledge that community?<br \/><\/span><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u2013 What can you do to enable members of that community to connect?<\/span><\/span><\/li>\n<li><span style=\"font-weight: 400;\">How might you surprise and delight a bit more often?<\/span><\/li>\n<\/ol>\n<h2><b>2. Think local<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Just because you\u2019re a national brand, doesn\u2019t mean that every campaign and every tactic needs to be national.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it might sound limiting to focus marketing on just a few of the countless markets you need to reach, local markets present big brands with an opportunity to create the kind of deep connection and perception of omnipresence that local businesses enjoy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One way to leverage the power of localized marketing is to unearth<\/span> local search<span style=\"font-weight: 400;\"> opportunities. This might mean paying attention to the opportunities hidden in localized search queries, the way <\/span><a href=\"https:\/\/foundationinc.co\/lab\/airbnb-seo-moat\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Airbnb has<\/span><\/a><span style=\"font-weight: 400;\"> by creating landing pages specifically for stays in major destination cities.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another way to put the \u201cmarket\u201d back into your marketing is to<\/span> localize messaging<span style=\"font-weight: 400;\">. Each market has its own language, culture, and expectations, so personalizing your messaging for each individual area can help create a deeper connection (and better conversions) than blasting the same exact messaging and imagery to Cali surfers, Texas ranchers, Midwestern moms, and NYC fashionistas.\u00a0<\/span><\/p>\n<h3>Questions to ask as you embrace the power of local marketing<\/h3>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which markets could benefit from some more personalized attention\u00a0<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Which markets could benefit from localized messaging?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Which markets could benefit from localized imagery?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Which markets could benefit from having a voiceover with a local accent?<\/span><\/span><\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Which markets are bringing in enough search traffic to warrant personal attention?<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which markets aren\u2019t bringing in as much search traffic as desired?<\/span><\/li>\n<\/ol>\n<h2><b>3. Embrace analog<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">While much of the conversation around marketing is focused on digital marketing, there\u2019s an entire world of engaging tactics beyond search, social, and programmatic display.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But for most local businesses, \u201cdigital marketing\u201d and \u201cmarketing\u201d aren\u2019t so synonymous. These smaller brands often leverage a significant amount of analog advertising tactics to reach new consumers, retain existing customers, and improve the <a href=\"https:\/\/www.clickz.com\/elevating-customer-experience-through-ai\/265533\/\" target=\"_blank\" rel=\"noopener\">customer experience<\/a> at all points in the funnel.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But you can embrace analog experiences in other parts of your marketing as well. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">I will never forget when I got my Starbucks Gold Card in the mail: In a world where most loyalty programs live inside apps and online accounts, I had a physical card with my name on it.\u00a0<\/span><\/p>\n<h3>Prompts to help you discover analog marketing opportunities<\/h3>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What analog ad tactics have you overlooked or underestimated?<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">What local media might be worth advertising in?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">What local sports teams or events might be worth sponsoring?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">What out-of-home tactics could have an impact?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Is there an opportunity to use direct mail to connect more directly?<\/span><\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which customer experiences could be made more memorable with an analog touch?<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Some examples: onboarding, celebrating, recognizing, upgrading, renewing<\/span><\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which digital acknowledgments could be made physical in some way?<\/span><\/li>\n<\/ol>\n<h2><b>4. Think small to win big<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">At the end of the day, marketers at big brands know we\u2019re lucky to have large budgets to work with and large teams to support us.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But we\u2019re not the only ones throwing lots of budget into reaching and retaining our audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By <\/span>thinking like a small brand<span style=\"font-weight: 400;\">, we just might be able to out-think the competitors that we can\u2019t outspend.<br \/><\/span><\/p>\n<hr\/>\n<p><em><span style=\"font-weight: 400;\"><a href=\"https:\/\/twitter.com\/mdeziel\" target=\"_blank\" rel=\"noopener\">Melanie Deziel<\/a> <i>is the co-founder and VP of marketing at <\/i><a href=\"http:\/\/theconvoy.com\" target=\"_blank\" rel=\"noopener\"><i>The Convoy<\/i><\/a><i>, a B2B marketplace helping small businesses save money on everyday expenses. <\/i><\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\"><i>She <\/i>is a keynote speaker, author, award-winning branded content creator, and lifelong storyteller. Melanie is also the author of \u2018The Content Fuel Framework: How to Generate Unlimited Story Ideas\u2019. <\/span><\/em><\/p>\n<p><strong>Subscribe to the\u00a0<a href=\"https:\/\/www.clickz.com\/#newsletter-modal\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\">ClickZ newsletter<\/a>\u00a0for insights on the evolving marketing landscape, performance marketing, customer experience, thought leadership, videos, podcasts, and more.<\/strong><\/p>\n<p><strong>Join the conversation with us on\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/112527\/admin\/\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\">LinkedIn<\/a>\u00a0and\u00a0<a href=\"https:\/\/twitter.com\/ClickZ\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\">Twitter<\/a>.<\/strong><\/p>\n<p>\t<!-- Rezonence Block --><\/p>\n<p><!-- Rezonence Block End --><\/p><\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.clickz.com\/four-big-marketing-lessons-from-small-businesses\/266519\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>30-second summary: Contrary to the \u201cgo big or go home\u201d approach that global brands use, going small and more targeted can bring big results Connecting&#8230;<\/p>\n","protected":false},"author":1,"featured_media":10657,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-10656","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Four big marketing lessons from small businesses - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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