All businesses have to start somewhere but with nearly nonexistent customer base and the absence of brand recognition. Add a limited marketing budget to those, and you get almost zero chance to grow. To make things worse, there is no business niche that has not been occupied by at least one big company in the market. Inevitable competitions with existing major brands have set great barrier for startups to invade the market with new ideas, products, services, and basically alternatives to the-already-popular names.
Customers are used to the idea of quality begets reputation and the other way around, and therefore it makes little financial sense to invest in unknown company in the hope of getting better customer satisfaction experience. The good thing is that small businesses can afford to sell their goods & services at lower price, giving a plausible excuse for customers to try something new. Another problem comes from the easily agreeable “you get what you pay for” sentiment arises, based on which people are willingly to spend more money as expensive items are usually more convincing in terms of quality and after sale services.
Most startups have to carry the burden of maximizing limited budget without compromising quality. On one hand, you are aware of the fact that new companies will not succeed unless they have the financial power to let consumers know about their products and services. On the other hand, you fully understand that extravagant expense on advertising and marketing can actually backfire and bring down the entire business undertakings because you will have nothing left for everything else.
Marketing is important indeed, but it is not the only thing that matters in business. You have to consider the operational factors too for examples manpower, manufacturing process, and physical resources. However, there is always the sweet spot between a modest and an exuberant marketing efforts; marketing can be effective even when supported by only conservative budget as long as you launch the campaign through the right effective channels. Here are some channels every small business should be looking at to grow.
3. Search Engine Optimization
At its core, search engine optimization (SEO) has only one purpose: getting free organic traffic from search engine results. Many things are involved in the process including but not limited to website designs, navigation, links, and HTML code.
Apart from those technical aspects, one major part of SEO is content creation in accordance to search engines’ guidance. SEO is an elaborate operation that can take quite a long time before you see noticeable results. This is an inseparable part of marketing campaign especially for startups.