Being a small business owner in present times is a brave choice: crisis, pandemic, lockdown, climate change and a fast-changing technological landscape are just some of the challenges that business owners face nowadays. Their common goal, of course, is growth. Strategies to successfully achieve this goal, however, shift as society evolves, and in the last couple of years, they have done so at an unsettling speed. What does pursuing growth mean for small and medium-sized entrepreneurs in 2022? We have selected a few tips from entrepreneurs working in different fields, on how to make the most of the difficult times we are experiencing.
Mix’n’match your marketing strategy for growth
Digital and online marketing is an extremely complex territory, where technologies, rules, and consumer habits are competing to drive evolution one step further at increasing speed. This means that even if you’ve found a formula that works for your business right now, you can’t afford to be complacent. This doesn’t mean, of course, that you should abandon what you know and run after every new trend before you’ve even worked out whether or not it’s right for your brand or industry, but rather you should always take the time to investigate innovations and experiment so that you’re not caught unprepared by the next big change or even just the latest trend that your audience has picked up on. In general, it is good to keep several sales channels open: traditional retailers would do well to have a shop on Amazon and one on Etsy, service providers should also market themselves through marketplaces dedicated to contractors and freelancers.
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Video marketing and video SEO
We live in the age of video and those who do not produce video content, in any field, are left behind. No marketing strategy that aspires to be effective can afford to overlook this great truth. Whether it’s TikTok or Instagram Reels, a dedicated YouTube channel, or a series of Facebook Live streams, video production is one of the most effective promotional tools available today and it looks like it’s going to stay that way. Just to get an idea of the scope of this type of medium, it is estimated that, in 2022, 82% of data traffic will be on video content. This means that indexing is vital if you want to stand out in what is about to become – or rather has already become – a veritable jungle of content. A good video marketing strategy without adequate SEO is bound to fail.
Micro-influencers are back in vogue
Perhaps this trend was never completely forgotten, but it was undoubtedly overshadowed for a while by other fads and especially by the glittering world of macro-influencers. However, not everyone can afford to work with superstars whose salaries rival those of Hollywood’s leading actors. That’s why, for small entrepreneurs in 2022, working with a micro-influencer is still a great option. To choose the right person, of course, you need to understand your audience and identify the right personalities within specific niches to reflect your brand values.
Partnering with other small entrepreneurs to optimise marketing
It’s called partnership marketing and many small business owners find it useful and effective, as it gives all the companies involved access to a wider audience for the same amount of money. Pooling resources for a campaign that goes beyond what you can normally afford on your own not only increases reach but also improves brand awareness if the projects you collaborate on are chosen carefully and fit the personality of the brand.
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